Identity Club Guidelines CLUB GUIDELINES DECEMBER 2015
Typography 1 Typography When it s used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what s being said. Northwestern s typography communicates clearly and cleanly, and is suitable for a wide range of situations. Our University typefaces, Campton, Periódico Display, Periódico Text, and Akkurat Pro, have been selected because of their structure and relationship to one another, as well as their legibility at a variety of sizes. Body Copy: Modern Akkurat Pro Light Regular Body Copy: Traditional Bold Periódico Text Light Regular Medium SemiBold Bold Alumni Logo Typography In the alumni logo, Alumni Association is set in Calibre Semibold. This is the only approved use of Calibre. Note: This typography is not the same as the Calibri found in Microsoft applications. Headlines and Accents: Traditional Periódico Display Medium SemiBold Bold Black Thin UltraLight ExtraLight Light Regular UltraBlack Calibre Semibold Headlines and Accents: Modern Campton SemiBold Bold ExtraBold Black Thin ExtraLight Light Book Medium
Alternative Fonts 2
Color 3 Our color palette is simple and sophisticated. It relies almost exclusively on Northwestern Purple and its tints and shades. By using a range of tones, we add flexibility without sacrificing the recognition and equity of our heritage color. The shades, or darker tones, are achieved by adding black to Northwestern Purple in increments of 10. Conversely, the tints or lighter tones, require white to be added in increments of 10. The range of tones runs from Northwestern Purple 160 at the darkest end, to Northwestern Purple 10 at the lightest. Anything darker or lighter loses its connection to Northwestern Purple. Northwestern is currently developing a unique Northwestern Purple, until then, please continue to use PMS 268 Our Palette The strength of our palette is its consistency. Adhering to these color guidelines will result in clean, comprehensive communications that are instantly recognizable as Northwestern's. Toward that end, palettes have been developed for loading and use in a variety of software programs. Northwestern Purple, built using the formulations listed here, is preloaded into the palette, along with all the values for tints and shades. Additionally, the values for Rich Black, a slightly warmer black, have been loaded as well. The tints of this color, however, can be controlled using the Tint slider available in most professional design programs. NOTE: Rich Black and its tints should be used as a replacement for process black in all instances except body text. When setting text at sizes smaller than 12 points, process black and its tints should be used.
Color 4 All web communications should follow the limited brand color palette outlined here. These hexadecimal values have been optimized to best match our brand colors as they appear in print. The monochromatic color palette is well-suited for digital applications, as consistency in user experience across multiple pages and sites is of utmost importance.
Samples 5 Social Media and Email
Wordmarks 6 Clubs Use the guidelines in this section when creating lockups for alumni clubs. Clubs may use a horizontal logo with the club location below Alumni, or a vertical logo with the type of club and location below Northwestern or the Academic N logo. U.S. Local and International Club Examples NU Club San Francisco Bay Area San Francisco Bay Area ALUMNI SFBAY Japan Japan NU Club ALUMNI JAPAN Protecting Our Identity Clear space and minimum size guidelines apply to all situations in which the Northwestern alumni lockup appears. Refer to the master identity portion of these guidelines for more information. Use the outermost element of all lockups as the starting point for the exclusion zone. National Club Examples NUGALA Always use the supplied artwork or templates when creating lockups. Never build a lockup from scratch. Never edit the Northwestern Alumni portion of this lockup. NUGALA ALUMNI NUGALA Spirit Club Examples Salt Lake City Spirit Club Salt Lake City ALUMNI SLC
Using Wordmarks 7 Identity Placement There are three preferred placement areas for our identity: the top, center, and bottom of our communications. Using these preferred placement areas brings consistency to our materials and creates a familiar system where our logo is easily seen and identified. The exact size and placement of the preferred areas will vary by format. We also have preferred logo sizes that bring consistency and unity to our system. There are three sizes: full page width, half page width, and quarter page width. Each size is determined by final format. For digital applications, these sizes are expressed as percentages (100%, 50%, and 25% of the container). These logo sizes should be fixed to the left or right edges, or center aligned within the layout. Top Center Bottom Chicago Our logo may be placed in the center, left, or right of any of the preferred placement areas. Flush left When the identity appears at top with body copy below (e.g., letterhead or email banner) Flush right When identity appears on a page with no body copy (e.g., folder cover) Centered When identity appears at the bottom with body copy above (e.g., back of brochure or invitation)
Using Wordmarks 8 Common Mistakes It s important that we be consistent in how we present our identity. Shown here are some common misuses of our logos. To avoid these, always use the provided artwork without modification. ALUMNI ASSOCIATION DON T stretch, condense, or change the dimensions of the identity elements. DON T alter or replace the typefaces in the identity. DON T rearrange elements of the identity. DON T change the scale of elements in the identity. DON T apply drop shadows or other visual effects to the identity. DON T change the color of the identity elements beyond the approved colors. DON T skew or warp the identity, or set it on an angle. DON T add extra elements to the identity. DON T arch the identity.