Ryerson University Brand Standards Guide. Version 1.0

Transcription

1 Ryerson University Brand Standards Guide Version 1.0

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. 2

3 Logos & Lock-ups Visual Toolkit Brand Architecture Applications & Inspiration University Logo 6 Typography 24 Brand Classifications 38 Admissions Handbook 46 Minimum Size & Clear Space 7 Placement & Positioning 8 Social Media Icon 9 Informal University Icon 10 Alternative Brand Marks 11 Logo Don ts 12 Usage 26 Photography Style 27 Don ts 28 Colour Primary & Secondary Palette 29 Tertiary Palette 30 Brand Architecture University Brand Visual Toolkit 39 Academic/SRC Brand 40 Visual Toolkit Sub-Brand Visual Toolkit 41 Independent Brand Visual Toolkit 42 Visual Toolkit Usage Summary 43 Campus Store Bag 47 Academic/SRC Brand Posters 48 Joint-Faculty Lecture Poster 49 Sub-Brand Poster 50 Informal Applications 51 Social Media 52 Online Advertising 53 University Brand Lock-up 14 Separated Lock-up 16 Graphic Device 31 Usage 32 Don ts 35 Sub-Brand Lock-up 17 Partnership Lock-up 18 Lock-up Clear Space 19 Lock-up Vertical Alignment 20 Lock-up Don ts 21 Appendix CLICK ON TOPIC TO GO TO PAGE CLICK ON BUTTON ON PAGES TO RETURN TO TABLE OF CONTENTS Brand Platform Big Idea 56 Mission & Vision 57 Values 58 Differentiators 59 Tone & Personality 60 Brand Story 61 3 Contents

4 Logos & Lock-ups 4

5 Logos 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 the new graphic language to those things we have outgrown. Consistent use of our logo positions us facing forward together. 5

6 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 12 for all Logo Don'ts.) Logo Spacing A A C C B B 6 Logos

7 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. Clear Space Alternate Use (no clear space from graphic elements) 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. 7 Logos

8 University Logo Placement & Positioning 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. In all instances, make sure there is enough contrast between the logo and its background meaning all edges of the logo are clearly defined and not blending into background. (See page 12 for all Logo Don'ts.) Primary Logo Placement Secondary Logo Placement 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 in. 11 in. 8.5 in. Suggested Scale 900px Logo width should be between 1/5 1/6 the width of the digital document. Logo width should be between 1/4 1/5 the width of the document. 11 in. Logo width should be between 1/4 1/5 the width of the document. 17 in. Logo width should be between 1/3 1/4 the width of the document. 78 in. e-header / e-vite Letter Tabloid Retractable Banner 8 Logos

9 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. Note: We are currently in the process of developing social media guidelines and corresponding icons for faculties, departments and administrative units. Stay tuned. Social Media Icon 30 px Clear Space X X X Like the main Ryerson logo, the social media icon needs adequate clear space around it to be properly read. X 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 9 Logos

10 University Logo Informal University Icon For informal applications, an RU icon has been developed. This icon can be used for internal applications by student groups, on certain university merchandise, and other casual applications. The RU icon is never used in external or formal applications, advertising, or on signage. Minimum size for the informal icon is 50 pixels or 0.7 inches wide. Note: Please connect with the marketing team (CGCE) if you need access to this icon. Informal University Icon 0.7 in. / 50 px 10

11 University Logo Alternative Brand Marks In addition to the primary university logo, two other marks are available for specific instances and applications. Greyscale 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. One-Colour University Logo A one-colour brand mark has been developed for alternate reproduction methods. Use the one-colour logo as only black, white or of a specific material (i.e., stainless steel, etched glass, etc.). 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 be combined with any other graphic elements or typography. One-Colour Black For use on light backgrounds. One-Colour White For use on dark backgrounds. University Crest 11 Logos

12 Logo Don ts The university speaks loudest when we are united as one voice. 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 tilt the logo, even at 90 degrees. Do not adjust the proportions of the logo. Do not create a knockout version of the logo. Do not add effects to the logo. Do not edit or separate the logo text from the logo container. 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. 12 Logos

13 Logo 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. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 13

14 University Brand Lock-up University brand lock-ups position the names of Ryerson s closely identified entities in alignment with our gold bar. This shows Ryerson as a platform for these important brand components. 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 Replica Std Bold With the two-level lock-up, always prioritize the sub-entity (program, school, office, etc.) so that the lock-up is read as the bolded entity existing within the entity below. A maximum of three lines of text are allowed in the lock-up. Never use only one line of text unless your entity name is only one word. The use of "&" instead of "and" is recommended for logo lock-ups. Use line breaks to achieve the most visually pleasing result. Always align lock-up text with the top of the gold bar in the logo. Text is always black, unless the lock-up appears on a dark background, in which case text is set in white. Two-Level Lock-up University Brand Lock-up Construction Replica Std Bold Replica Std Light The space between the lock-up text and the logo is one gold bar. Text always aligns to the top of the logo. Construction Do not attempt to recreate lock-up art from scratch. New lock-ups will be provided by the marketing team (CGCE). Note: See Brand Architecture on pages to determine which lock-up is right for your brand. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 14 Logo Lock-up

15 University Brand Lock-up 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. 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. Construction Do not attempt to recreate lock-up art from scratch. New lock-ups will be provided by the marketing team (CGCE). Note: See Brand Architecture on pages to determine which lock-up is right for your brand. 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. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 15 Logo Lock-up

16 University Brand Lock-up Separated Lock-up The lock-up can be separated as shown if the layout is vertical and narrow. An example of this is a skyscraper digital ad. University Brand Lock-up Separated To achieve a separated lock-up, use a gold divider one-quarter the width of the gold bar in the logo to anchor the lock-up text. Use the width of one gold bar to separate lock-up text from the divider, and left align the lock-up to the logo. Lock-up text follows the same rules as previously outlined. The space between the lock-up and logo can be used for other content. See page 20, Lock-up Vertical Alignment, for alternative vertical alignment lock-ups. Note: See Brand Architecture on pages to determine which lock-up is right for your brand. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 16 Logo Lock-up

17 Sub-Brand Lock-up Sub-brands are a part of the university, Sub-Brand Lock-up but revolve around activities beyond education. Therefore their logos should be designed with this in mind. 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 centered 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 Sub-Brand Lock-up Construction Maximum size of sub-brand logo Maximum size of the legacy logo is determined by the full size of the university logo. The sub-brand logo should be centered within the frame. In applications where the university s association is not inherently necessary, the lock-up is not needed. necessary, the lock-up is not needed. For example: Ryerson Rams team jerseys, internal building signage and merchandise. 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. Note: See Brand Architecture on pages to determine which lock-up is right for your brand. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 17 Logo Lock-up

18 Partnership Lock-up 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. Partnership Lock-up PARTNER LOGO 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 centered with the university logo. Partnership Lock-up Construction X 0.25X PARTNER LOGO Partnerships can exist at all levels within the brand architecture. Note: See Brand Architecture on pages to determine which lock-up is right for your brand. Use two gold bars to separate each logo from the black divider. Center the partner logo vertically with the university logo. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 18 Logo Lock-up

19 Lock-up 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. Note: See Brand Architecture on pages to determine which lock-up is right for your brand. Sub-Brand Lock-up Clear Space Partnership Lock-up Clear Space PARTNER LOGO Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact with requests. 19 Logo Lock-up

20 Lock-up Vertical Alignment In instances when a communication cannot comfortably accommodate a horizontal lockup, use the vertical lock-up. This is intended as secondary usage only. University Brand Vertical Construction Sub-Brand Vertical Construction Partnership Vertical Construction Construction Do not attempt to recreate lock-up art from scratch. New lock-ups will be provided by the marketing team (CGCE). Note: See Brand Architecture on pages to determine which lock-up is right for your brand. PARTNER LOGO Text is aligned left with the university logo text. Legacy icons still appear to the right of lock-up text if applicable. 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 aligned left 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. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 20 Logo Lock-up

21 Lock-up Don ts The university speaks loudest when we are united as once voice. Please do not make graphic decisions that contradict the guidelines developed in this document. The following are a few examples of slip-ups. Note: See Brand Architecture on pages to determine which lock-up is right for your brand. 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. Do not limit text to one or two lines. Maximize all three lines of text when possible. Do not put secondary information first, or bold the second level of information. Faculty of Arts Avoid using icons that are not integral to an existing brand. Do not use the RU or Social Media mark to create a lock-up Do not include more than two levels of equal hierarchy in a lock-up. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 21 Logo Lock-up

22 Visual Toolkit 22

23 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. 23

24 Typography Replica Std is the primary typeface of Ryerson University. It is the lead typeface read in all communications, except in formal or convocational material. Replica Std is designed 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. Replica Std is designed by Lineto. To purchase Replica, please contact service@lineto.com. Notes: Please mention that you are part of Ryerson University and you require a 10 per cent university discount. Purchase Open Type Std for Desktop and Print use. We are not currently using Replica online. Please note that based on the agreements, these typefaces cannot be shared between systems (i.e., they can only used on one computer). Replica Std Create systems and tools that encourage evolution. 38,950 students. 140,000 alumni worldwide. Prioritize today and tomorrow. Alternative Typefaces Due to the nature of typeface licensing, there are situations, such as s, in which more universally available system typefaces are required. When Replica is not a available, use Arial. 24 Visual Toolkit

25 Typography Continued Lyon Text is the secondary typeface of Ryerson University. It is used to complement Replica, enabling more flexibility in typographic messaging. Lyon is a contemporary serif, giving Ryerson a classic, formal voice when needed. Lyon is the second typeface read in all communications, except in formal or convocational material, when Lyon is used liberally. 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. Lyon Text is designed by Commercial Type. commercialtype.com/typefaces/lyon/ lyon_text To purchase Lyon Text, please contact Monica Shane-Sanchez at monica@commercialtype.com Lyon Text Define a framework for diversity. Be consistently different. At the intersection of mind and action. 350 Victoria Street. Notes: Purchase the Lyon Collection for Desktop. We are not currently using Lyon online. Please note that based on the agreements, these typfaces cannot be shared between systems (i.e., they can only used on one computer). Alternative Typfaces Due to the nature of typeface licensing, there are situations, such as s, in which more universally available system typefaces are required. When Lyon is not a available, use Times New Roman. 25 Visual Toolkit

26 Typography Usage Ryerson s typography guidelines are as follows: Sample Paragraph Type is always black or white. Optionally, headers can use any of the primary colours. Type is consistently left-aligned, given optical kerning, and comfortable leading. Generally speaking, Replica can have tighter line spacing than Lyon, due to the nature of its design. Replica is always used as the headline typeface, and always used in lock-ups. Headlines are always in sentence case. Lyon is used as body copy, and in formal or convocational material. Lyon is most effective when a lot of text is being communicated. Both typefaces can be used together to draw attention and create contrast in certain messaging. Together, Replica and Lyon are used in all Ryerson communications material. This headline is set in Replica Bold. Body copy is the primary use for Lyon Text. This paragraph is set in Lyon Regular at 9 point with 13 point leading. Lyon Bold can also be used to create hierarchy. Together, Replica Std and Lyon Text are used in all Ryerson communications material. Their contrasting tones make for a very effective pairing. Both typefaces work well in large and small sizes, and both have distinctive formal characteristics, which means that Ryerson s brand is recognized when these typefaces are used and the more they are used, the more we cut through the noise. Replica Std, in particular, was designed using a strict grid so that each character has a consistently geometric and contemporary feel. 26 Visual Toolkit

27 Photography Style Photography is the most effective tool to showcase the diverse, urban core in which we live. Ryerson s photography style has been developed with our brand platform in mind. It portrays a new age of confidence for the university via a more honest and authentic documentary-style approach. Principles of the Photography Style Candid and real Focus on action Context is king: use wide shots with a deep depth of field Straight-on angles Mix of portraits, city scenes and campus locations Unfiltered, authentic colour and natural contrast Photo Usage When combining images in a single layout, using a mix of content and scales is most effective at communicating the breadth of work being done at Ryerson. Graphically, contrasting scales and content creates visual interest, helps to balance a layout, and provides texture. Consent form For all subjects that appear in-focus in your photos, you must obtain written permission to use their likeness for promotional usage. 27 Visual Toolkit

28 Photography Style 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. 28 Visual Toolkit

29 Colour 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. It is never advised to use a tint or tonal percentage of a colour. Pantone Values Some colours have two Pantone values Ryerson Blue PMS 2935U/2945C C100 M60 Y0 K15 R0 G76 B155 Ryerson Gold PMS 108U/109C C0 M10 Y100 K0 R255 G220 B0 Black C0 M0 Y0 K100 R0 G0 B0 White C0 M0 Y0 K0 R255 G255 B255 associated with them; C (coated) and U (uncoated). For print applications on a coated paper stock, refer to the C value and for an Secondary Palette uncoated paper stock, refer to the U value. Colour Usage University entities use colour differently depending on where they fit in the Brand Architecture. See Brand Architecture on pages if you are unsure of where your brand fits. PMS 287U/288C C100 M70 Y0 K40 R0 G45 B114 PMS 3005U/C C100 M30 Y0 K0 R0 G119 B200 PMS 2995U/C C90 M0 Y0 K0 R0 G169 B239 PMS 2985U/C C60 M0 Y0 K0 R91 G194 B244 PMS 130U/137C C0 M40 Y100 K0 R255 G163 B0 PMS 109U/123C C0 M22 Y100 K0 R255 G198 B9 PMS Yellow U C0 M0 Y100 K0 R255 G238 B0 Dark Grey C0 M0 Y0 K40 R153 G153 B153 Light Grey C0 M0 Y0 K15 R217 G217 B Visual Toolkit

30 Colour Tertiary Palette The tertiary palette broadens the fields of Tertiary Palette 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. It is never advised to use a tint or tonal percentage of a colour. Colour Usage University entities use colour differently depending on where they fit in the Brand Architecture. See Brand Architecture on PMS 152U/C C0 M60 Y100 K0 R255 G114 B0 PMS 199U/C C0 M100 Y75 K0 R228 G0 B50 PMS 226U/C C0 M100 Y0 K0 R235 G0 B114 PMS 2603U/C C70 M100 Y0 K0 R121 G32 B130 PMS 272 U/C C60 M55 Y0 K0 R116 G116 B193 pages if you are unsure of where your brand fits. Colours are not solely assigned any individual units. PMS 397U/C C15 M2 Y100 K15 R191 G190 B0 PMS 347U/C C93 M0 Y100 K0 R0 G154 B68 PMS 7467U/C C100 M0 Y30 K0 R0 G163 B173 PMS563U/C C55 M0 Y30 K0 R107 G191 B Visual Toolkit

31 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. 31 Visual Toolkit

32 Graphic Device Usage Depending on application, audience and message, our graphic device can be used simply, with a single box, or it can create a complex collage of imagery and colour. Generally speaking, simpler layouts will emphasize content and complex layouts will emphasize tone. An effective layout will find the right balance. 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 32 Visual Toolkit

33 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. 1. Type is primary: start a design by considering your text. Always start with headlines on your top layer, and consider a colour frame to draw attention. When combining type with boxes, give comfortable margins around the text. Type should feel fitted within a box. Boxes are always rectangular and never take on a modular shape to contour text. If using a box behind text, it must always be filled with colour, not photography. Select colours that contrast with the type for legibility. Margins are comfortable and not excessive. Colours are selected to contrast photography and maintain legibility with text. Consider using a capital letter as a spacing unit. If too generous, try a lowercase letter. The box maintains its rectangular shape around text. It does not change to fit the exact shape of the sentences. Body copy does not need to be combined with a box. Consider using the negative space created by the other boxes. 33 Visual Toolkit

34 Graphic Device Usage Continued 2. Add photography and colour as needed to complement your message. Colour Boxes filled with colour provide texture and balance to a layout. Use colour to complement photography or increase visual interest. Select colours that create contrast without overwhelming or competing for attention. Balance boxes that sit within the edges of the layout with boxes that bleed off. Photography When possible, we strongly recommend using one strong image. Use multiple images only if necessary and create interest with various sizes, content (combining city images, campus shots, people, etc.) and scales. All photography exists within a box, including those that are full-bleed in layout (where the document edge is the box). Boxes can be used to create thoughtful cropping of imagery. Depending on the application, photography can be used to complement primary messages, or in the background for texture. 34 Visual Toolkit Fields of colour are used to balance the page layout and provide an even level of dark and light values. Some boxes bleed off the edge of the page to balance those that do not. In keeping with our photography style, cropping is purposeful; placement and selection of imagery complements other messaging. Secondary palette colours are used to create a hierarchy of information.

35 Graphic Device Don ts When using the graphic device, please avoid the following techniques. Headline text goes here. Headline text goes here. 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. Headline text goes here. Headline text goes here. Avoid lining up box edges. Avoid boxes of similar sizes. Avoid centring or right-aligning text. Headline Headline text goes here. Headline text goes here. 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. 35 Visual Toolkit

36 Brand Architecture 36

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. Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 37

38 Brand Classifications Ryerson s brand architecture consists of four brand classifications. Each typology has visual guidelines that will help clarify Ryerson s diverse composition. Whether you are starting a new entity or updating an existing identity, the brand architecture decision tree (next page) will help you determine which of these classifications you should be designing for. Partnerships Partnerships can exist at all levels of the brand architecture. The visual toolkit used in a partnership is determined by the brand type of the Ryerson affiliate. For example, a partnership between the Faculty of Arts and the Native Women s Resource Centre of Toronto would follow the Scholarly, Research and Creative Activity(SRC)/Academic Brand. 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 Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 38 Brand Architecture

39 Brand Architecture University Brand Visual Toolkit University branded communications consistently use all elements of the visual toolkit, except the tertiary palette. The tertiary palette is used only in university brand communications when an academic/ SRC brand is the focus of the message. An example of this could be sub-sections of the Admissions Handbook or sub-sections of a university overview PowerPoint presentation. Examples of University Brands Lock-up System University Brand Lock-up Legacy icons cannot be used University brands use the graphic device and photography style exclusively. 1. Typography & Type Style Primary Typeface Secondary Typeface 2. Photography Photography Style You are where mind & action intersect University brands use the primary and secondary palettes exclusively. 3. Colour Primary Palette Secondary Palette Tertiary Palette is used infrequently 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. 4. Graphic Device Use of Graphic Device ryerson.ca/mindandaction Available to Use Cannot Use Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 39 Brand Architecture

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 Legacy Icons 1. Typography & Type Style Primary Typeface Secondary Typeface 2. Photography Photography Style 3. Colour Tertiary Palette Take up the challenge Try out to be dean for a day Network, share your ideas and learn what goes on behind the scenes as you take on the role of Dean Imogen R. Coe for a day. Academic/SRC brands can incorporate minimal graphic elements specific to their brand. Either the primary and secondary university palette, or the graphic device is used in academic/src brands. In this case, the secondary palette (blues and yellow) and graphic device are used. To allow flexibility within academic/src brands, only one of the following elements must be used in communications: primary and secondary palette or the graphic device. Just write a short essay telling us why you d like to be dean for a day and what plans you would make for the Faculty of Science. Go to deansoffice/dean4day for contest details. Contest open to all Faculty of Science undergraduate students. Contest closes Oct. 30, 2015 Academic/SRC brands maintain consistent use of the university typefaces and type style. Check out the video of a past Dean for a Day at 3. Colour Primary Palette Secondary Palette Academic/SRC brands always use the university brand lock-up system. AND/OR 4. Graphic Device Use of Graphic Device Available to Use Cannot Use Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 40 Brand Architecture

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. Examples of Sub-Brands Lock-up System Sub-Brand Lock-up 1. Typography & Type Style Primary Typeface Secondary Typeface Sub-brands maintain consistent use of the university typefaces and type style. 3. Colour Primary Palette Secondary Palette Tertiary Palette cannot be used 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 their own versions of these components. Photography style may be independent of the university guidelines. 2. Photography Photography Style Sub-brands always use the sub-brand lock-up system. 4. Graphic Device Use of Graphic Device Available to Use Cannot Use Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 41 Brand Architecture

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 Does not lock-up with the university logo 1. Typography & Type Style Does not use University Typeface 2. Photography Does not follow Photography Style Type style, colour palette, and graphic device are independent of the Ryerson guidelines. 3. Colour Does not use University Palette 4. Graphic Device Does not use Graphic Device Available to Use Cannot Use Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact with requests. 42 Brand Architecture

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 University Brand Lock-up No legacy icons University Brand Lock-up Optional legacy icons Sub-Brand Lock-up Does not lock-up with the Ryerson Logo 1. Typography & Type Style Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Does not use University Typeface 2. Photography Photography Style Photography Style Photography Style Photography Style Does not use Photography Style 3. Colour Primary Palette Secondary Palette Tertiary Palette Primary Palette Secondary Palette Tertiary Palette Primary Palette Secondary Palette Tertiary Palette Primary Palette Secondary Palette Tertiary Palette Does not use University Palette 4. Graphic Device Scalable use of Graphic Device Use of Graphic Device Use of Graphic Device Use of Graphic Device Does not use Graphic Device Available to Use Cannot Use Consistent Usage Optional Usage Required Usage of Either One No Usage Note: Please always connect with CGCE to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 43 Brand Architecture

44 Applications & Inspiration 44

45 Applications & Inspiration Attention to detail and thoughtful execution in all brand applications will clearly communicate the confidence and diversity of everything we do. The following pages outline a few completed applications, as well as many other examples of how the brand can be implemented in various contexts. 45

46 Admissions Handbook Table of Contents Ryerson University Admissions Handbook 2016 This is Ryerson 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 Faculty of Community Services Creative Industries Fashion Communication Fashion Design Graphic Communications Management Image Arts: Film Studies Image Arts: Photography Studies Interior Design Journalism Media Production New Media Performance Acting Performance Dance Performance Production Professional Communication 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 62 Admission Requirements 56 Ted Rogers School of Management 74 Ryerson campus map 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 LI FE O N CAM P U S Visit us LIFE ON CAMPU S Student life Admissions Handbook 2016 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 Inspiration 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

47 Campus Store Bag 47 Inspiration

48 Academic/SRC Brand Retractable Banner and Poster Criminology Criminology (BA) ryerson.ca/criminology Take up the challenge Try out to be dean for a day Network, share your ideas and learn what goes on behind the scenes as you take on the role of Dean Imogen R. Coe for a day. Just write a short essay telling us why you d like to be dean for a day and what plans you would make for the Faculty of Science. Go to deansoffice/dean4day for contest details. Contest open to all Faculty of Science undergraduate students. Contest closes Oct. 30, 2015 Check out the video of a past Dean for a Day at 48 Inspiration

49 Joint-Faculty Lecture Poster 49 Inspiration

50 Sub-Brand Poster 50 Inspiration

51 Informal Applications 51 Inspiration

52 Social Media 52 Inspiration

53 Online Advertising 53 Inspiration

54 Appendix 54

55 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. 55 Appendix

56 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. 56 Appendix

57 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. 57 Appendix

58 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. 58 Appendix

59 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. 59 Appendix

60 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. 60 Appendix

61 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. 61 Appendix

62 Ryerson University Faculty of Arts Brand Standards Appendix Version 1.0

63 Overview Click on topic to go to page The Ryerson University Faculty of Arts Brand Standards Appendix has been developed as a resource for those who create marketing and communications materials related to Faculty of Arts departments, programs, centres and events. This document operates as an addendum to the existing Ryerson University Brand Standards Guide. The Brand Standards Guide is a resource for the community and includes a toolkit consisting of logo use and placement, fonts, colour palettes, photography styles and graphic devices. For full details on the Ryerson Brand Guidelines including visuals, messaging and university templates visit ryerson.ca/brand. Messaging Mission & Vision 3 Differentiators 4 Story-based Narrative 5 Logos Faculty and Department Lock-ups 6 Graduate Program Lock-ups 7 Guidelines for Use 8 Visual Toolkit Academic/SRC Brand 9 Colour Palette 10 Graphic Device 11 Creative Examples 12 Templates 13 Questions? 14 Click on table of contents button to return to the table of contents 2 table of contents

64 Messaging Mission & Vision The ideas conveyed in the vision, mission and differentiators can be used by Ryerson s internal communicators as a tool and reference to guide and inspire the creation of external messaging. The Faculty of Arts 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: Mission The Faculty of Arts activates the intersection of mind and action. We unite academic excellence with relevant results, encouraging active and critical minds to create change. Our connected community advances an Arts experience lived in the world responsive to the needs of students and society. Vision To empower graduates to become local and global citizens in action leaders who advance their professions and communities by constructing a better world. 3 Logos table of contents

65 Messaging Differentiators These are the things that we offer our audiences that make us special and different. They are our enduring characteristics and the frame through which our stories are told. We Are Connected by Diversity Ryerson s Faculty of Arts 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 City Builders We take Arts beyond the confines of the classroom and the mind. Engagement with the city as a learning laboratory connects our endeavours to the real people, places and projects that benefit from a new kind of humanities and social sciences. Ryerson Arts students become the new citizenship activating the Arts to construct a better civic reality. We Stay Relevant A commitment to relevance underscores our scholarly outcomes and the pedagogical strategy of the Faculty itself. Our responsiveness keeps us nimble, tuned-in, and focused on how the humanities and social sciences can newly address the emergent needs of our changing society. Relevance is the context for our excellent research and the domain of our graduates. 4 Logos table of contents

66 Messaging Story-based Narrative Story-based narratives leverage unique Ryerson Faculty of Arts stories of students, programs, or faculty as examples of what s possible here. This approach gives voice to the people who are transforming their communities, societies and industries and shows the impact or outcome of an initiative, experience or research project. Community building meets global impact Christina Tachtampa Arts and Contemporary Studies, Faculty of Arts Ryerson Arts and Contemporary Studies alumna Christina Tachtampa has never been comfortable staying within her comfort zone. She chose Ryerson because it offered her the opportunity to build a strong foundation on campus while expanding her learning and experiences far beyond the classroom walls. During her studies, Christina became part of Alternative Spring Break Ryerson, a volunteer program that allowed her to travel to and learn in places like Vietnam, Ghana, Kenya and Uganda. It was her experiences in these locations and support from Ryerson s SocialVentures Zone that led her to develop the White Elephant Project, which brings together global learners in an effort to increase intercultural competence. Through the White Elephant Project, Christina prepares students for their international experiences and helps them better understand different cultural perspectives. At Ryerson, we know that our community extends far beyond our campus. We provide our students with the inspiration and opportunities they need to reach out, connect and effect real change. 5 Logos table of contents

67 Logos Faculty and Department 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. Ryerson s Faculty of Arts falls into the SRC/ academic category of Ryerson s brand architecture. This category includes the parts of the university, such as faculties and departments, that are most closely associated with its mission of learning and scholarly, research and creative activity. Ryerson/Arts lockup Department lockups A logo lock-up is available for the faculty, and for each department. 6 Logos table of contents

68 Logos Graduate Program Lock-ups Logo lock-ups are also available for Faculty of Arts Graduate Studies and for its graduate programs. The purpose of these lock-ups is to highlight the name of the particular MA or PhD program and graduate studies at Ryerson. 7 Logos table of contents

69 Logos Guidelines for Use Each department has access to a departmental logo lockup for use on department materials and communications. For joint events involving several departments within the Faculty of Arts, use the Arts logo lock-up. Specific departments or centres can be mentioned in the copy. This event is brought to you by the Department of Sociology, the Department of Criminology and the Faculty of Arts. For a joint event with another faculty, use the double faculty lock-up. Please note: this lock-up can only include two faculties. For events that include more than two university faculties or departments, use the Ryerson logo. For events with multiple partners, or partners of different levels, use the Ryerson logo. Specific departments or centres can be mentioned in the copy. This event is brought to you by the Faculty of Arts, the SocialVentures Zone and the Office of the Vice-President, Research and Innovation. Do not place Ryerson logo lock-ups side by side. Use one logo, as per the guidelines above. 8 table of contents

70 Visual Toolkit Academic/SRC Brand 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 or the alternate fonts (Arial and Times New Roman) 2. Photography Photography Style 3. Colour Tertiary Palette To allow flexibility within academic/src brands, only one of the following elements must be used in communications: primary and secondary palette or the graphic device. 3. Colour Primary Palette Secondary Palette AND/OR Lorem ipsum title text Lorem ipsum dolor sit etes amet, consectetur adipiscing elit, sed do eiusmod tempor ut labore dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nis. Thursday, Lorem ipsum dolor Feb. sit amet, 11, consectetur 2016adipiscing elit, sed do eiusmod tempor incididunt ut labore et 12 dolore magna 1 p.m. aliqua. Ut enim ad minim veniam, quis Student nostrud exercitation Learning ullamco Centre laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in 341 Yonge Street, SLC-514 reprehenderit in voluptate velit esse cillum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed Seating do eiusmod is limited. tempor Reserve incididunt your ut labore spot et by dolore ing privacy@ryerson.ca. magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nis. Refreshments will be served. Academic/SRC brands can incorporate minimal graphic elements specific to their brand. Either the primary and secondary university palette, or the Ryerson layer graphic device is used in academic/src brands. In this case, the tertiary palette (orange) and the layer graphic device are used. Academic/SRC brands maintain consistent use of the university typefaces and type style. Academic/SRC brands always use the university brand lock-up system. 4. Graphic Device Use of Graphic Device Available to Use Cannot Use 9 Brand Architecture table of contents

71 Visual Toolkit Arts Colour Palette As an SRC brand, the Faculty of Arts has access to Ryerson s primary, secondary and tertiary colour palettes. The colours listed on this page are recommended for use with the orange and light blue often used in Arts creative and collateral. 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. 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 White C0 M0 Y0 K0 R255 G255 B255 HEX #ffffff Black C0 M0 Y0 K100 R0 G0 B0 HEX # PMS 2995U/C C90 M0 Y0 K0 R0 G169 B239 HEX #00a9ef For the full Ryerson colour palette, including the primarly, secondary and tertiary palettes, please visit ryerson.ca/brand/index/ visual-toolkit/colours. PMS 3005U/C C100 M30 Y0 K0 R0 G119 B200 HEX #0077c8 PMS 2985U/C C60 M0 Y0 K0 R91 G194 B244 HEX #5bc2f4 PMS 109U/123C C0 M22 Y100 K0 R255 G198 B9 HEX #ffc609 PMS 130U/137C C0 M40 Y100 K0 R255 G163 B0 HEX #ffa300 PMS 152U/C C0 M60 Y100 K0 R255 G114 B0 HEX #ff7200 PMS 2603U/C C70 M100 Y0 K0 R121 G32 B130 HEX # PMS 272 U/C C60 M55 Y0 K0 R116 G116 B193 HEX #7474c1 Dark Grey C0 M0 Y0 K40 R153 G153 B153 HEX # Light Grey C0 M0 Y0 K15 R217 G217 B217 HEX #d9d9d9 10 table of contents

72 Visual Toolkit Graphic Device The Faculty of Arts graphic device consists of an isolated black and white image that usually appears with Ryerson s primary layer graphic device. Programs can use several items or objects on different pieces of collateral to illustrate elements of their department or program. Samples 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. 11 Visual Toolkit table of contents

73 Visual Toolkit Creative Examples In order to differentiate the faculty from others at the university, a creative look and feel has been developed for Arts marketing and communications materials. Bookmark Social media icon Banners English English English, BA (Hons) Literatures of Modernity, MA ryerson.ca/english English (BA) Literatures of Modernity (MA) ryerson.ca/english Philosophy Philosophy, BA (Hons), MA ryerson.ca/philosophy Economics International Economics and Finance (BA/MA) Economics (PhD) economics.ryerson.ca Online advertising Transferable skills get you where you want to go Explore the humanities and social sciences eheader 12 Brand Architecture table of contents

74 Visual Toolkit Templates Several templates have been created for the Faculty of Arts and its departments. Templates for posters and flyers are available in PowerPoint and InDesign and can be customized with different colours and images to reflect the details of a particular event, program or initiative. Additional templates, including electronic letterhead, reports, and powerpoint presentations, can be downloaded at ryerson.ca/branding. Poster Template Arts event poster template with main image only Monday, March 3, p.m. Room POD-250, Podium Building 350 Victoria Street, Ryerson University Speaker: Jane Doe, PhD Chair, Doe Family Foundation Flyer Template Large title: sentence case Short program introduction. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Elit maecenas placerat eros eget mauris accumsan, vitae gravida mi tincidunt. Vivamus ac scelerisque ante, sed imperdiet nulla. Quisque sollicitudin gravida ullamcorper. Maecenas non scelerisque ex, sit amet facilisis magna. Duis non lorem eu lacus eleifend maximus. Ut vitae turpis euismod nulla mollis lacinia in sit amet lacus. Donec augue dolor, blandit eu hendrerit nec, egestas sed libero. Integer leo tellus, cursus ut lacus a, condimentum hendrerit felis. Curabitur porttitor at mauris et convallis. Cras enim libero, sodales vitae lacus nec, dignissim eleifend lorem. Proin metus mi, tempus id nulla quis, varius ultrices nisl. Proin ultrices elementum dapibus. Cras vestibulum ullamcorper elit sit amet pretium. Etiam lacus leo, feugiat vitae sapien ac, dapibus lobortis urna. Integer facilisis bibendum bibendum. Aliquam aliquet eros eu enim malesuada porta non vel felis. Mauris sit amet lorem egestas, viverra nulla nec, pellentesque tellus. Donec fermentum, nunc nec semper blandit, Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. For more information or to RSVP, please contact John Doe at jdoe@ryerson.ca. Please RSVP by Februar y 5. ryerson.ca/arts Please let us know if we need to make any accessibility accommodations to ensure your inclusion in this event. ryerson.ca/arts 13 table of contents