Graphic Identity Standards

Graphic Identity Standards

Aquinas College Graphic standards Manual Section One Contents Introduction Format Colors Isolation Acceptable Variations Unacceptable Variations Sizes Typography Letterhead Envelopes, Business Cards and Labels Saints Logos and Stationery College Seal Facsimiles

introduction Section One About the Identity Aquinas College has adopted a new graphic identity that reflects the institution s distinguished tradition and sense of mission in this new millennium. These graphic standards are for your use as you develop materials on behalf of the College. By projecting a consistent and bold image of Aquinas College, the new graphic identity will help foster awareness of, and recognition for, the College. To be effective, these graphic tools must be used correctly and consistently. This manual sets forth standards for the College s community of users. Close adherence to these standards will best ensure consistency and facilitate smooth project development. All requests for copies of the logo available in a variety of formats as well as approvals for usage should be routed through the College Relations Department. If you require further direction on usage of the College s graphic elements in production of your materials, please contact the office at 616 632-2844 or on the Web at: www.aquinas.edu/collegerelations/logos

Graphic Standards Section One Main Nameplate This is the main nameplate also known as the leaf logo. It is available in two-color and one-color (black). This version always prints with the tagline Makes all the difference in the world.

Graphic Standards Section One Nameplate and Circle Icon Horizontal Leaf orientation with tagline There are four versions of the Aquinas College logo. All versions are available in two-color and one-color (black). The Circle AQ is available in Maroon (188), Sage (5773) or Leaf/Sage (5773) backgrounds. Horizontal No Leaf orientation with tagline Circular AQ Icon Horizontal orientation Circular AQ Icon Stacked orientation Circular Leaf AQ Icon

Graphic Standards Section One Use of Color Aquinas College has a color palette that can be applied throughout marketing programs. The palette includes the school colors, but also features a range of complementary colors intended to convey a richer sense of style and personality and help differentiate Aquinas College from competitors. The color palette is divided into main, second-level and third-level colors (see next page). The logo uses the two colors shown in the second-level color palette. The second- and third-level colors are available to add depth to a publication in headlines, captions, and sidebars. Notice that the style of Aquinas College is rich with color. All colors are based on the spot-color versions of the Pantone Matching System ().

Graphic Standards Section One Spot and Process Color Main Colors Process Colors 188 White Second-level Colors 188 28 % C / 90 % M / 68 % Y / 38 % K 5773 40 % C / 27 % M / 56 % Y / 14 % K 188 5773 Third-level Colors 125 3165 343 453 467 5265 575 576 5793 5825 718 724 Warm Gray #10

Graphic Standards Section One Color Options Several variations of the logo may be used for different printing situations. Two-color and process-color version Two-Color: When possible, use the spot-color version. This version includes two Pantone Matching System colors: 188 (maroon) and 5773 (sage green). Process Color: When printing materials in four-color process, use the segmented four process colors (cyan, magenta, yellow and black). One-color version One-Color: When the method of reproduction does not allow for a second color, use the one-color version, printed with black ink. Reverse: The logo may be reversed out of a colored background only in special situations, which must be approved by the College Relations Department. Reverse version

Graphic Standards Section One Isolation To prevent a cluttered look, maintain a comfortable white space around the general logo and AQ -styled logos equal to the size of the capital A in Aquinas (left). No graphic element type, rule, line, art should be allowed within this area. White space around Circular AQ Icon should be approximately equal to the circle diameter.

Graphic Standards Section One Acceptable Variations Horizontal Leaf orientation with tagline Horizontal No Leaf orientation with tagline The main logo or nameplate is shown here both with the leaf motif and without. Both of these versions have the tagline Makes all the difference in the world. While the horizontal orientation with tagline (without the leaf ) is an acceptable variation, the horizontal leaf orientation should always be accompanied with the tagline. The main logo can also be used sometimes on one line and stacked. The stacked version does not use the tagline. The Circle AQ is used without the Aquinas College line. Horizontal orientation Stacked orientation Circular AQ Icon

Graphic Standards Section One Unacceptable Variations The tagline must always be used when the leaf is used Some unacceptable variations are shown here. If you have questions about usage in circumstances not shown here, please contact the College Relations Department for assistance. The tagline must always appear beneath Aquinas College COLLEGE Aquinas College should always appear as designed AQUINAS COLLEGE Never use the Circle Icon with any copy including Aquinas College AQUINAS COLLEGE Never condense the logo Check with College Relations Department for appropriate background colors and patterns

Graphic Standards Section One Sizes for Nameplate and Circle Icon Horizontal Orientation: This logo can be used as small as about two inches (2 ) wide. For larger applications such as signage and banners, ask the College Relations Department for guidelines. Stacked Orientation: This version can print as small as one-point-five (1.5 ) inches in width. Circle AQ Icon: This version can print as small as seventy-five hundredths (.75 ) inches from top to bottom and left to right (not including the tail).

Graphic Standards Section One Typography for Publications Berling Roman ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Frutiger Black Trajan ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ Aquinas College branding will be greatly enhanced by using its logo type style within publications. For that reason, Berling Roman has been chosen as the standard (text) copy type for publications. If Berling is unavailable, Times New Roman is the suggested replacement. Captions, headings, sidebars and highlighted materials may use supporting faces: Berling Italic or Frutiger Black. For accent, the typeface Frutiger, both black and bold may also be used. Certain times, headline copy can be typeset in Trajan. The limitation with Trajan is that it is a cap-only font (no lowercase). Note: Fonts can be purchased from many sources. To assure an exact match, coordinate all graphic communications through the College Relations Department.

Stationery Section Two Introduction More than any other medium, written correspondence represents Aquinas College to prospective students, donors, parents, alumni, faculty and staff candidates, educational colleagues, businesses, community leaders and friends. So that our letters will leave a positive impression, the graphic identity program includes a system for letterhead, envelopes, cards, labels, certificates, forms and brochures. To assure high standards of print quality and fair pricing, the College maintains standard contracts with printers for the production of stationery materials. All stationery materials are available through the College Bookstore.

stationery Section Two Letterhead and Second Sheet The graphic identity program includes one approved design for faculty and administration letterhead with address for use by all departments of the College. A second sheet, used for multipage documents, is blank. It is 8.5 inches x 11 inches and prints in two colors: 188 and 5773. The letterhead and second sheet print on Strathmore Writing, Soft Green, 24 lb. text. Logo at top is about three (3) inches wide. Fonts (printed on bottom of the letterhead) are 9 point Berling Roman and Italic. Letterhead is available through the College Bookstore. 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-8900 www.aquinas.edu

stationery Section Two Letterhead Formatting Correct locations of typed elements in a typical letter is shown on the following page. The left margin should be one inch from the left edge of the page and the line length should allow for a one-inch right margin. The date line should begin two-point-five inches (2.25 ) from the top edge of the paper and maintain one-inch margins on the left and right. On second pages, the typist should begin one-point-five inches (1.5 ) from the top edge of the paper and maintain one-inch margins on the left and right. Blank sheets of the same Strathmore Writing should be used for subsequent pages. Correspondence should be typed in Times New Roman. Font size should be no smaller than 11 points. See example on the following page. Things to remember (quick list): Times New Roman 11-point font Left/right margins equal one inch (1 ) Date from top two-point-two-five inches (2.25 ) Subsequent pages from top: one-point-five inches (1.5 )

May 5, 2004 Addressee s Name Addressee s Title Name of Organization Street Address Anywhere, USA 12345-1234 Dear Addressee: This is a sample of the approved typing format for 8 1 2 x 11 inches Aquinas College letterhead. The letterhead has been designed to accommodate this format. Consistent use of the format will create a consistent and distinctive appearance for Aquinas College correspondence. The left margin is one inch from the left edge of the paper. Line length should allow for a one inch right margin. The date should be two-point-two-five inches (2.25 ) from the top edge of the first page. This vertical spacing may be adjusted to compensate for shorter letters. One space is allowed between the date or inside address and the salutation. Three spaces are allowed between the closing and the typed signature and title to allow for written signature. The body of the letter is single-spaced with an additional space between paragraphs and no indentation. Throughout, typing is flush left, ragged right. The recommended font is Times New Roman and text should be 11 points. Our objective is a clean and professional look for letters from Aquinas College consistent with the image the College wishes to project. Sincerely, Sender s Name Sender s Title Sender s Department or Office Office of the President 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 459-8281 www.aquinas.edu

stationery Section Two Business Cards The graphic identity program includes an approved business card design to be used by all departments and divisions of the John Doe Title College. The business card prints in two colors: 188 and 5773 on 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (800) 678-9593 (616) 732-4460 name@aquinas.edu www.aquinas.edu Strathmore Writing, Soft Green, 88 lb. Cover. Fonts are eight point Berling Roman and Italic. Business cards may be ordered through the College Relations Department.

Stationery Section Two #10 Envelopes Department 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 The graphic identity program includes one approved #10 envelope design for use by all departments and divisions of the College. The #10 envelope prints in two colors: 188 and 5773 on Strathmore Writing, Soft Green, Square Flap #10. Logo is two-point-onefour- five inches (2.145 ) wide. Fonts are eight point Berling Roman and Italic. Envelopes are available through the College Bookstore.

Stationery Section Two Large Envelopes and Labels The graphic identity program includes an approved label and 9 x 12 inch envelope design. Envelopes and mailing label print in two colors: 188 and 5773 on Bright White Envelope and Label 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 www.aquinas.edu Stock. Fonts are eight point Berling Roman and Italic. Envelope are available through the College Bookstore. 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 www.aquinas.edu

Alternate Logos Section Three Saints Sports Logos This is the official sports logo for use in all athletic applications. The logo is available in the Nelson, AQ, and Type versions. The Saints logo can print as small as one inch (1 ) from left to right. Nelson Saints Logo AQ Saints Logo Type Saints Logo

Alternative logos Section Three Saints Letterhead and Envelope Athletics Department The Saints Athletic Department letterhead is two colors on 24lb. Bright White Smooth Writing stock. Inks are 188 and Black. Logo is two-point-three inches (2.3 ) wide. Font size at bottom of page is 9 point Berling Roman (use same formatting for Aquinas College letterhead). 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-2474 www.aquinas.edu/athletics/ www.aquinas.edu/athletics/ Athletics Department Aquinas College 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 #10 Envelope prints same two colors on matching bright white stock.

Alternate Logos Section Three College Seal Aquinas College Seal. Used on official documents. Prints in one color (black or 188). Contact the College Relations Department for guidelines on usage. AQUINAS COLLEGE AQUINAS COLLEGE GRAND RAPIDS NON NISI TE, DOMINE MICHIGAN GRAND RAPIDS NON NISI TE, DOMINE MICHIGAN AQUINAS GRAND RAPIDS NON NISI COLLEGE TE, DOMINE MICHIGAN AQUINAS GRAND RAPIDS NON NISI COLLEGE TE, DOMINE MICHIGAN

Alternate Forms Section Four Facsimiles The graphic identity program has two options for fax cover pages. The option shown here is a general use master page that may be copied. In this case, pertinent information such as the addressee s name, e-mail, fax number, the number of pages and any notes would be handwritten. This master page is available from the College Relations Department. The second option is to type this information on a sheet of approved letterhead. The formatting of a fax cover page should follow the same guidelines as that of a letterhead. The words Facsimile Cover Sheet should be typed first at two-pointtwo-five inches (2.25 ) from the top edge of the page. Allow three spaces, then type the addressee line, followed by the addressee s facsimile number, the sender s name, the sender s fax number and phone, the date and the number of pages. These lines should be double-spaced. If there is any message, allow three spaces, then type the note. A computer template that may be printed on white paper is available from the College Relations Department. The College s official typeface for letter formatting is Times New Roman.

FAX To: Name: Company: Phone: Fax: From: Name: Phone: Fax: Pages (including cover): Message: Urgent For Review Only Response Requested Aquinas College 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 www.aquinas.edu