Branding Standards Guide Revised November 20, 2013

This document is subject to periodic revision.Check the “Branding Toolkit” folder on the S/shares drive to ensure you have the most recent version.

“We will preserve our vigor only so long as we are able to en-courage a real contact between our history and our present, and combine this wisdom with the nerve to adventure beyond the safeties and sanctities of the past. We need to select new ways, to select from the past what we believe. We need to build castles in the air, but with the realities of the present in mind. We need imaginative thinking. For the most degrading poverty we can reach is not financial, or in terms of student enrollment, but poverty of the imagination.”

- Franz Edward Lund, University of Montevallo seventh President, to the Board of Trustees on October 13, 1955 regarding admitting men to Alabama College

CONTENTS Setting a New Standard .............................................................................................................................................4

University of Montevallo Signature System ...............................................................................................................5

General Usage Summary ...........................................................................................................................................5

Logo Variations ..................................................................................................................................................... 6-8

Clear Zones ...............................................................................................................................................................6

Co-Branded Signatures ..............................................................................................................................................9

Athletics Logos ........................................................................................................................................................10

Using the Graphic Identities ....................................................................................................................................11

Unique Logos and Graphic Elements ......................................................................................................................11

Signature Downloards .............................................................................................................................................11

University Colors ....................................................................................................................................................12

Stationery ................................................................................................................................................................13

Business Cards.........................................................................................................................................................14

Written Communications........................................................................................................................................15

Identification for University of Montevallo..............................................................................................................15

Mission Statement ...................................................................................................................................................15

Vision Statement .....................................................................................................................................................15

Equal Opportunity Statement .................................................................................................................................15

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We are very excited about the University of Montevallo’s signature (logo) and identity standards established

in 2011. The new signature brings to mind the history and tradition of the University while introducing a

strong and vibrant look for the future. Typically, the first contact with the University of Montevallo is via

Web or print. It is vitally important that messages sent suggest that the University is unified in its approach

and dedicated to advancing a common mission. To help guide the University community in creating a strong

identity for the University of Montevallo, branding and graphic guidelines have been developed and must be

used in all University communications and other applications.

Branding standards and guidelines help bring consistency to how UM presents itself through a variety of

mediums and to a variety of audiences.

The graphic standards outlined in these pages explain the appropriate use and application of the University

of Montevallo’s signature line, logos, official colors and layout for letterhead, business cards, envelopes, etc.

Through the consistent application of these standards in all University communications — from publica-

tions, advertising, video productions and websites to signage and vehicles, etc. — we are able to focus and

strengthen the University of Montevallo’s brand identity among our broad audiences.

The identity and signature system standards became effective September 22, 2011. Departmental mate-

rials (letterhead, business cards, brochures, etc.) should display this identity.

The University Relations staff in the Division of Administrative Affairs, working together with the Office

of the President, is solely responsible for administering and enforcing these standards and maintaining their

integrity throughout all internal and external communications. See UM Policy 01:016 - Consistency of Uni-

versity Representation.

University Relations Team

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Setting a New StandardThe University of Montevallo graphic identity is the sum of all the visual impressions associated with the Univer-

sity of Montevallo name. With dozens of incompatible logos in use, our graphic identity needed consolidation and

consistency. Every college and unit of the university has developed a reputation for superior scholarship and service.

However, as our reputation has grown, so has our variety of logos, graphic identities and other marks. During the

last two years since the introduction of the “Falcon M” logo, we have worked diligently to eliminate the use of ___

logos across the campus community.

The purpose of the graphic standards in this manual is to highlight the unique identity of each college and unit

while reinforcing that the University of Montevallo stands behind each of them. The goal is for campus communica-

tors to have more consistency in identifying the University and its parts, while preserving the flexibility demanded

by a decentralized university culture.

The logo is refreshed to create several versions of the UM signature to answer differing design needs and to create

a signature system. This new system is designed to be flexible so that it will work in many formats, configurations,

sizes and media. All new projects and reorders will incorporate the new signature system.

The success of this program depends upon the contributions and cooperation of the entire campus community.

Everything we do creates an impression; and every impression influences the way people think about the University

of Montevallo.

Questions can be directed to the University Relations Office at 205.665.6230 or e-mailed to UR@montevallo.edu.

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University of Montevallo Signature SystemThe University of Montevallo has several variations of the signature to meet differing design needs. Together they

comprise the University’s signature system. The University of Montevallo signature is the official logo for use on

all University communications. The signature consists of two elements: a typographic rendition of the monogram

“falcon M” and the words “University of Montevallo.” These two elements work together to create a graphic identity

representation of the University of Montevallo.

The signature, monogram and wordmark artwork are available on the S/shares drive. If you need in a format that is

not on the drive, please complete a Creative Job Request (CJR) form, available at legacy.montevallo.edu/UnivRelations.

Do not alter the signature artwork, aspect ratio or colors.

General Usage SummaryThe following guidelines govern the use of the University signature, wordmark, monogram and seal in all forms

of communication, including but not limited to print and electronic media. More detailed guidelines are stated

throughout this manual.

• The signature, wordmark and monogram are an essential means of visual communication.

• The signature, wordmark or monogram must be used as a prominent graphic element in all publications — print and electronic — affiliated with the University.

• The signature, wordmark and monogram should not be used in conjunction with any other logo.

• The signature, wordmark and monogram should not be modified in any manner. These symbols may be reproduced only from original master copies, available on the S/shares drive.

• The signature is the primary identifier of the University and can be used in a horizontal or vertical format as described in this manual. The wordmark and monogram are secondary identifiers; the seal is reserved for formal, legal or academic uses.

• Any associations or affiliates of the University wishing to use a specific identifier other than the University signature, wordmark or monogram must have prior written approval from the University Relations Office and must use it in accordance with the guidelines in this manual.

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Primary Logo - Horizontal signature

Clear zones = The signature must be surrounded on all sides by clear space. The clear space should be no less than the size of the “M” in Montevallo. Do not print graphics, rules, typography or other elements in this area.

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CLEARZONE

Vertical signature

Horizontal Wordmark

Stacked Wordmark

Wordmarks

Monogram

Clear zones = The signature must be surrounded on all sides by clear space. The clear space should be no less than the size of the “M” in Montevallo. Do not print graphics, rules, typography or other elements in this area.

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CLEARZONE

The University’s primary tagline is “Unconventional Wisdom.” The tagline may be used on any internal and exter-nal publications, but it should be used independently of the logo.

University Seal

The University seal is a registered trademark and is reserved for official and ceremonial uses only, as determined by the University Relations Office, in conjunction with the Office of the President. Examples include diplomas, legal documents, commencement programs, policy manuals, formal invitations and certificates/awards. The official seal symbolizes the formal authority vested in the University, and its use will be at the discre-tion of the University Relations Office, in conjunction with the Office of the President. It is no longer used in conjunction with the wordmark. For permission to use the University seal, call 205.665.6230.

Alumni Logo

Unconventional Wisdom

No other University logo or mark should be used in conjunction with the signature line. The signature line should appear prominently on every University publication, in one corner or centered. Please do not attempt to manipu-late the signature line on your computer by changing its font or color, stretching the type, or adding or subtracting design elements.

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Co-Branded Signatures These versions of the signature have been developed for use by colleges, divisions, departments and programs. By replacing the University of Montevallo with the unit name, the unit name receives prominence while retaining an overall University identity. The secondary signatures are not to be used on major publication covers, stationery or business cards.

The University Relations Office will be responsible for generating original college, school, department and unit sig-natures. An EPS and PNG version of your college/division/department signature is available on the S/shares drive in the “Branding Toolkit” folder. If you need in a different format, please complete a Creative Job Request (CJR) form, available at legacy.monteallo.edu/UnivRelations and on the Quick Links of the Legacy homepage.

Unique college, school, department and other unit seals, logos or wordmarks may no longer be used as a dominant graphic element on any University communication, and no new logos may be developed.

Level 1

Level 1 & 2Departmental

Signatures

Level 2Departmental

Signatures

Level 1Black only

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Athletic LogosThe Falcon is the official mascot of the University of Montevallo. The athletic logo and marks are reserved for use by the Athletics Department.

Falcon Head(Primary Logo) University Letters

Falcon in Flight

Athletic Wordmark

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Using the Graphic IdentitiesUnique Logos and Graphic ElementsIn the past, some colleges, departments, programs, or centers have requested a unique logo design that is different

from the University of Montevallo’s identity. While we understand the desire for unique logos, we know that having

a single visual element provides consistent recognition of the University of Montevallo. Therefore, no logo, graphic

or visual elements designed outside of the parameters identified in this manual will be endorsed by the University of

Montevallo. However, approvals may be considered for a graphic element to be used on specialty promotional items,

clothing and certain collateral material, as long as there is a clear visual separation and delineation between the UM

signature and the graphic element. The graphic element cannot be grouped with the signature logo in any way as to

appear as a larger composite piece.

Graphic elements may never be used on letterhead, business cards or forms. The UM signature must always be a

dominant element of any advertising for the University and its colleges and units.

Signature DownloadsThe University of Montevallo signature is available on the S/shares drive in EPS and PNG file formats within the

“Branding Toolkit” folder. Encapsulated PostScript (EPS) files are suitable for high-quality print publications. They

can be placed into graphics software such as InDesign®, QuarkXPress, Illustrator®, Photoshop® or any program that

imports EPS files. EPS files are vector images on transparent backgrounds and can be scaled to any size without

losing quality or resolution. Only an illustration or photo software program such as Adobe® Illustrator® or Adobe®

PhotoShop® will open EPS files. PNG files are suitable for the web and printing from your personal/office desktop

printer. They can be placed into software such as Microsoft® Word, PowerPoint, Excel, Frontpage and Publisher.

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R: 255G: 196B: 035

R: 073G: 023B: 109

CMYK (Conventional 4-Color)

For use in both o�set and digital printing on all substrates, CMYK is di�cult to match color with and PMS colors should be referenced as a visual match when using CMYK.

C: 77M: 100Y: 00K: 31

C: 00M: 24Y: 94K: 00

HEX (HTML)

For use exclusively online and in web and digital video environments, very di�cult to ensure color consistency because of the variables between browsers and monitors. 49176D FFC423

RGB

In some cases there will be a need for RGB color use. Many programs like PowerPoint® and Microso� Word® require RGB numbers as their color identities.

For use in spot color applications with a coated substrate: coated paper, cut vinyl, embroidery, plastics and most other color-matching situations where spot colors are used.

Pantone® Matching System

Coated PMS2627 C

PMS123 C

For use in spot color applications with an uncoated substrate: uncoated paper (conventional paper, copier paper), printing on fabrics without a coating, wall paint. Uncoated substrates do not o�er the preferred luminosity of coated substrates, so the intensity of the colors may be muted.

Uncoated PMS2627 U

PMS115 U

University Colors

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Stationery

Date

Name of AddresseCompany NameAddressCity, State, ZIP

Salutation:

This letter demonstrates the recommended format for all correspondence and is an integral part of the letterhead design. The typeface used is the font Garamond (PC/Mac) at 11 pt. (on 13 pt. leading).

The signature at the top should be the university horizontal logo (shown) — it should not be a co-branded signature. The departmental/college information should appear on the upper right side.

Premium letterhead should be printed on natural linen for laser printers. On printed orders, the signature and departmental information will be printed in UM purple raised text.

To order, login to DMS Color at http://customers.dmscolor.net/login (each depart-ment has a representative who has been given logon information) Information to include for stationery:

1. Your department/office name as it will appear on the stationery2. Your department and station number3. The building where you are located.4. Your office number (Optional: If you want this included, you must include it with your

information submission.)5. Your fax number (Optional: If you want this included, you must include it with your infor-

mation submission.)

If you choose not to print , please use the template provided on the share drive for electronic use.

Complimentary close,

Name of senderTitle

The Business Office has utilized the bid process to determine the vendor for business cards, sta-tionery and envelopes including the new “falcon M” logo. This has been awarded to DMS Color located in Pelham. To order, contact the UM Purchasing Department for login information.

As you order a proof will be available for you to view to confirm everything is correct. If you have any concerns, please address them in the “Special Instructions” section.

University of Montevallo is an affirmative action, equal-opportunity institution.

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Business Cards

Envelopes

DMS Color has been awarded the bid for printing business cards, stationery and envelopes including the new “falcon M” logo. To place an online order for business cards, contact the Purchasing Department for login information. During the ordering process, you can view an instant proof to ensure everything is correct. Please address any concerns in “Special Instructions” section Information to include for business cards:1. Your name as it will appear on the card2. Your title as it will appear on the card3. Your office phone number4. Your fax number (Optional: If you want this included, you

must include it with your information submission.)*5. Your cell number (Optional: If you want this included, you

must include it with your information submission.)*6. Your e-mail address7. Your office location and station number Information to include for envelopes:1. Your department/office name as it will appear on the envelope2. Your department/office location and station number3. Montevallo, AL 35115 * You may include either a fax number or a cell phone number; card spacing will not accommodate both.

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Written Communications Identification for University of Montevallo University of Montevallo is the preferred use of the University’s name and should be completely spelled out on

first reference. Preferred subsequent references are “Montevallo,” “UM,” or “the University.” Do not use “U of M.”

Please note: The correct name for the University of Montevallo is University of Montevallo, not The University of

Montevallo. The word The is not part of the institution’s name and should never appear in uppercase letters ahead

of the name. In addition, when referring in text to any university in general, the word university should appear in

lowercase letters. When referring specifically to the University of Montevallo, the letter U in the word University

should be uppercased. Examples of this usage can be found throughout this document.

Mission Statement The following University of Montevallo mission statement can be used on any University publication. It should

usually appear on the bottom of the last page or back cover of the publication but may appear elsewhere if more

appropriate.

The overriding mission of the University of Montevallo, unique in higher education in Alabama, is “to provide to students from throughout the state an affordable, geographically accessible, ‘small college’ public higher educational experience of high quality, with a strong emphasis on undergraduate liberal studies and with professional programs supported by a broad base of arts and sciences, designed for their intellectual and personal growth in the pursuit of meaningful employment and responsible, informed citizenship.”

Vision Statement The following University of Montevallo vision statement can be used on any University publication.

For undergraduates, our vision is to offer academically capable students from all sociodemographic backgrounds an affordable, life-enriching “honors college” experience stressing community service and global awareness, all within an atmosphere of national historic beauty and a tradition of innovative cultural expression. Our vision for graduate students builds on this undergraduate foundation, using traditional and innovative instructional methods to foster growth in specialized skills and knowledge required by practicing educators, counselors, speech-language clinicians, scholars in the humanities, and other professional leaders, within a nurturing environment steeped in the unique “Montevallo experience.”

Equal Opportunity Statement The statement below, centered on one line, should appear on all classified employment advertising. It is not required

on display (marketing) advertising.

University of Montevallo is an equal opportunity/affirmative action institution.

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