Graphic-Identity Guidelines - Dickinson College GRAPHIC-IDENTITY GUIDELINES Dickinson’s new...

GR APHIC - IDENTIT Y GUIDELINES i

Graphic-Identity Guidelines

i i GR APHIC - IDENTIT Y GUIDELINES

1 The Role of Graphic Identity

2 Institutional Positioning

3 The Dickinson Wordmark

6 Wordmark Lock-ups

7 The College Colors

8 Typography

10 The College Seal

11 Stationery

14 E-mail

15 PowerPoint

16 Sample Publications

CONTENTS

GR APHIC - IDENTIT Y GUIDELINES 1

This document establishes rules for the consistent

implementation of the Dickinson College graphic identity

and offers recommendations for color and typography in

print and electronic communications. These standards govern

the development of communications in all media created by

internal and commissioned designers and producers. The use

of these guidelines will contribute to a powerful and unified

expression of the Dickinson brand. A well-managed graphic

identity is key to effective communications. Adhering to these

guidelines will maintain a strong brand identity for Dickinson

as a leading institution among national peers.

THE ROLE OF GRAPHIC IDENTIT Y

2 GR APHIC - IDENTIT Y GUIDELINES

Dickinson’s new graphic-identity system

reflects the college’s elevated stature, aligns

the college with the nation’s elite higher-

education institutions and honors the

college’s history while looking confidently

toward the future.

Since Dickinson’s compass-rose logo was

introduced in 1999, the college’s public image

has made tremendous strides. Dickinson

has achieved an international presence in

the media and among prospective students,

earning it a place among a more prestigious

set of peer institutions. To reflect this rising

stature, the college decided in summer 2011

to retire the compass rose and launch a new

graphic-identity system.

The core of that system is the new Dickinson

wordmark. Spelling out the name “Dickinson”

in the Hoefler typeface without the word

“College,” the wordmark projects a bolder

and more confident outlook. The brand

recognition Dickinson secured during the

last decade allows the college to adopt this

assertive, unadorned approach, which is

employed by many of the most prestigious

colleges and universities. Like these

institutions, the wordmark affirms, Dickinson

is now recognized by one name alone.

To honor tradition while acknowledging

Dickinson’s new status, the new graphic-

identity system also incorporates a more

liberal use of the college’s official seal.

Previously used only in formal applications

but always popular among alumni, the

college seal has been refreshed for cleaner

reproduction and will be used more widely.

Together the new wordmark and refreshed

seal position Dickinson as an institution

on the move, celebrating the past while

positioning the college as a leader in 21st-

century higher education.

INSTITUTIONAL POSITIONING


The core of the Dickinson graphic-identity

system is a distinctive treatment of the

college name. Through repeated application

of this wordmark, Dickinson builds loyalty

and awareness among its various audiences.

Failure to use this wordmark, or using

distortions of it, will diminish the identity

system’s effectiveness.

THE DICKINSON WORDMARK


CLEAR SPACE

The visual character of the Dickinson

identity depends on clean, spacious

and elegant layouts. Always use the

recommended clear space, as shown below,

to maintain optimum legibility and avoid

interference from nearby text, complex

illustrations or other elements that might

compromise the wordmark’s impact.

See for examples of the correct

spacing of text placed near the wordmark.

• Generous clear space and consistent

placement are essential for maintaining the

integrity of the wordmark.

• The clear space is measured by the height

of the lowercase letters (x-height) in the

wordmark, as indicated in the diagram

below. The minimum clear space must

always be at least the width and height

of one “x” on all sides of the wordmark.

No typography or design element may be

placed within this area.

MINIMUM SIZE

Please follow these minimum-size guidelines

to ensure the legibility and clarity of the

Dickinson wordmark in print layouts and

Web site design. Do not reproduce the

wordmark in print or electronic applications

in a size smaller than that shown at right.

The minimum height of the wordmark is .25 inches for print usage or 25 pixels for electronic media.

.25"



INCORRECT USAGE

The Dickinson wordmark should be

rendered with consistency and respect.

• It should never be tweaked, stretched

or otherwise manipulated, but rather it

should be reproduced with consistency and

integrity.

• It should never be interpreted in a playful

manner, shown at an angle or filled with

pattern, texture or photographic imagery.

COLLEGE BOOK STORE

Do not set the wordmark in alternate typefaces. Do not add additional text to the wordmark except in an approved "lock-up" (see Page 8).

Do not use the wordmark on an angle other than a 90° angle (see example on Page 15).

Do not add a box or a shape to the wordmark.Do not reproduce the wordmark in colors other than the approved college colors.

Do not rescale, stretch or otherwise manipulate the wordmark.

Do not alter the letterforms or add special effects in any way.

Do not obscure the wordmark by placing other strong graphic elements near, next to or behind a color logo. A white (reversed) logo is preferable in most instances.

Do not use a color version of the logo on top of a color background. The logo should always reverse to white.



Each configuration that combines the

wordmark and subordinate type in a defined

relationship is referred to as a lock-up.

Each lock-up is designed to satisfy specific

application requirements of scale, media

and reproduction method. Each lock-up

defines the relationship of the wordmark

and subordinate type (size, scale and

position of each element). One of these three

recommended lock-up styles should be used

whenever possible.

Subordinate type for a department or office

should always be set in Minion Regular

upper- and lowercase. Generally, if the

wordmark prints in red, the subordinate type

should print in black or gray.

A return address for a department or office

may be set either in Univers, with the

department name in Bold and the address in

Regular, or in Minion, with the department

in Small Caps and the address in Regular.

HORIZONTAL LOCK-UPS

WORDMARK LOCK-UPS

Department of International Business & Management

Office of Financial Aid



Department of International Business & ManagementP.O. Box 1773Carlisle, PA 17013-2896

Office of the President

P.O. Box 1773 Carlisle, PA 17013-2896

CENTERED LOCK-UPVERTICAL LOCK-UP

RETURN ADDRESS LOCK-UPS


The Dickinson colors represent the core

identity of the college and should be used

across all communications. Accurate color

references are shown in the color-specifica-

tions table. When color printing is not an

option, the wordmark should be printed in

solid black (on white or light-color back-

grounds) or reversed-out white (on dark

backgrounds).

COLOR VARIATIONS

The Dickinson wordmark may be repro-

duced only in the college colors shown at

right, or in black or white.

Color should always print 100 percent solid

ink. Do not use gradients or tints of Pantone

inks. Certain printing and reproduction

methods may require the use of the black or

reverse versions. Gold and silver are permit-

ted for special circumstances (foil stamping).

PRINT COLOR SPECIFICATIONS

Spot Color:

Pantone 186

Pantone Cool Gray 9

CMYK:

Red – C:0 M:100 Y:80 K:4

Gray – C:0 M:2 Y:0 K:50

Web RGB:

Red – R:211 G:35 B:45

Gray – R:145 G:145 B:149

COLLEGE COLORS

Pantone Cool Gray 9Pantone 186

Note: Please be sure to use Pantone swatches to match colors. Colors reproduced in this document may not be accurate.

Black

THE COLLEGE COLORS


Typography is an important element of any

design system and creates a distinctive and

unified style for college communications.

When applied consistently across the entire

range of marketing communications,

typography helps unify the appearance of

all materials so that audiences recognize and

become familiar with the Dickinson identity.

The Dickinson wordmark (logotype)

is designed using the Hoefler type font.

Because it is important to preserve a distinct

appearance for the wordmark and not dilute

its effectiveness, Hoefler should never be used in communication materials as a text or display font.

Recommended fonts are shown at right. As

a general rule, these fonts should be used

for all communications materials. Other

fonts may be used at the designer’s discretion

as long as they do not compete with or

overshadow the Dickinson wordmark or

deviate from the integrity of the Dickinson

graphic-identity guidelines. Use of fonts

other than the ones shown here should

be approved by the Office of Marketing &

Communications.

Note: These recommended fonts for designers are not

standard on most computers. For general use, such

as the body of a letter, Times should be used.

SERIF

Minion Regular

ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890

Minion Small Caps & Oldstyle Figures


Minion Italic

ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuvwxyz1234567890

Minion Bold

ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890

Adobe Garamond Regular


Adobe Garamond Small Caps & Oldstyle Figures

ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz

1234567890

Adobe Garamond Italic


Adobe Garamond Bold

ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuvwxyz1234567890

T YPOGRAPHY


SANS SERIF

Univers 45 Light


Univers 45 Light Oblique


Univers 55 Roman


Univers 55 Roman Oblique


Univers 65 Bold

ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxy1234567890

Univers Condensed

ABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz1234567890

Univers Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz1234567890


THE COLLEGE SEAL

The college seal dates back to the early

years of the college and is one of the most

important statements of its founding

principles.

The seal contains a telescope (representing

science), a book (representing knowledge), a

liberty cap (that was worn by freed slaves in

imperial Rome, symbolizing liberty) and the

founding date of the college. The founding

date was added to the seal in the 1960s.

The words in the outer ring translate as

“The seal of Dickinson College.” The text

inside the ring is the official college motto,

which translates as “Freedom is made

safe through character and learning.”

Dickinson’s founders, Benjamin Rush and

John Dickinson, believed that the role of

the college was to provide a solid, practical

education combined with a firm spiritual

grounding to educate the guardians of the

new nation.

The college seal:

• is used on materials associated with official

and ceremonial occasions, such as diplomas

and graduation announcements

• is best employed whenever the history,

founding principles or core messages of the

college are being stressed

• may be displayed on memorabilia sold

by the Dickinson College Bookstore or

approved by Design Services

• should not be reproduced on objects (such

as trash cans) or in contexts that demean

the seal

• is not interchangeable with the wordmark

and should not be used alone for marketing

purposes because the name of the institu-

tion is not prominent

• may be used in addition to the wordmark

on printed or electronic communications,

but should not be substituted for it

• may be reproduced in black, red (Pantone

186) or gray (Pantone Cool Gray 9)

• may be reproduced in multiple colors —red

(Pantone 186), cream (Pantone 7401) and

white (shown at top right)—only in special

circumstances to be determined by the

Office of Marketing & Communications

• and should not be reproduced smaller than

one inch in diameter (shown at far right)

or 100 pixels for electronic media.

1"


STATIONERY

LETTERHEAD

College letterheads follow the format at right.

The typing format for the standard letter

(shown at right) is an integral part of the

design and should be followed.

Type should be set in Times New Roman

(DOS/Windows) or Times Roman (Mac) at

11 point. The left and right margins should

be set at 1 inch. The upper margin should

be set at 2 inches and the bottom margin at

1 inch. The signature should be set flush left.

The body copy is flush left—not justified.

The date line of the letter begins two inches

from the top of the letterhead. Allow two

line spaces above the addressee’s name, title,

company name, etc., and one line above the

salutation. In the body of the letter, add one

line space between paragraphs. There are

no indentations. The maximum line length

should not exceed 6.5 inches. Allow three

line spaces for the signature above the name

of the sender.

Please do not attempt to develop your own electronic letterhead. Print and electronic

letterheads are available from the Print

Center.

.75"

1"

2"

1" 1"


P.O. Box 1773

Carlisle, Pennsylvania 17013-2896

phone: 717-243-5121

fax: 717-245-3456

web: www.dickinson.eduJuly 14, 2011

Addressee’s NameTitleCompany or Office NameNumber and StreetCity, State, Zip

Salutation:

This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design.

The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. typefor all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. Thedate line of the letter begins two inches from the top of the letterhead. Allow one line space above theaddressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter,add one line space between paragraphs. There are no indentations. The maximum line length should notexceed six and one half inches. Allow three line spaces for the signature above the name of the sender.

This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to aset left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is anacceptable alternative.) The right margin is not justified. The date line of the letter begins two inchesfrom the top of the letterhead. Allow one line space above the addressee’s name, title, company name,etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs.There are no indentations. The maximum line length should not exceed six and one half inches. Allowthree line spaces for the signature above the name of the sender.

Sincerely,

Name of SenderTitle of Sender

Initialscc:


P.O. Box 1773

Carlisle, PA 17013-2896

717-243-5121 phone

717-245-3456 fax

www.dickinson.edu


STATIONERY

BUSINESS CARDS

Business-card layout is shown at right.

Business cards can be ordered from the Print

Center. William G. DurdenPresident

[email protected]

P.O. Box 1773 Carlisle, pa 17013-2896

717-243-5121 phone717-245-5121 cell717-245-3456 fax

Stephanie BalmerVice President for Enrollment, Marketing and Communications and Dean of Admissions

[email protected]

P.O. Box 1773 Carlisle, pa 17013-2896

717-245-1287 phone717-245-1287 cell717-245-3456 fax


STATIONERY

#10 ENVELOPE

Address on envelope should be typed as

shown, 4 inches from left and 1.75 inches

from top.

Mailing envelopes come in sizes other than

the standard #10. Oversized 9 x 12 and

10 x 13 mailing envelopes are available from

the Print Center.

1.75"

4"


P.O. Box 1773

Carlisle, PA 17013-2896


P.O. Box 1773

Carlisle, Pennsylvania 17013-2896

phone: 717-243-5121

fax: 717-245-3456

web: www.dickinson.eduJuly 14, 2011

Addressee’s NameTitleCompany or Office NameNumber and StreetCity, State, Zip

Salutation:

This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design.

The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. typefor all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. Thedate line of the letter begins two inches from the top of the letterhead. Allow one line space above theaddressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter,add one line space between paragraphs. There are no indentations. The maximum line length should notexceed six and one half inches. Allow three line spaces for the signature above the name of the sender.

This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to aset left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is anacceptable alternative.) The right margin is not justified. The date line of the letter begins two inchesfrom the top of the letterhead. Allow one line space above the addressee’s name, title, company name,etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs.There are no indentations. The maximum line length should not exceed six and one half inches. Allowthree line spaces for the signature above the name of the sender.

Sincerely,

Name of SenderTitle of Sender

Initialscc:


Official e-mails for off-campus audiences

use consistent e-mail banners. These banners

use the wordmark lock-up (see Page 6)

above a heavy red rule designed to match the

weight of the heavy lines in the wordmark,

such as the vertical stroke in the capital “D.”

This design puts emphasis clearly on the

Dickinson name and allows the message

to speak for itself. Please do not attempt to develop your own e-mail banners. These must be provided by Design Services

([email protected]).

The message should be set in Arial,

with headlines in Arial Bold, no larger

than 14 point. Type is set flush left,

ragged right with one line space between

paragraphs.

The footer is set in Arial in one line

under a .5 point rule as shown.

E-mail signatures should not use imported

artwork (such as the Dickinson wordmark)

to avoid the possibility of distortion in the

receiver’s message. Do not attempt to create

text resembling the wordmark as part of an

e-mail signature

It is preferable to use a simpler e-mail

signature such as the one shown below

set in Arial and Arial Bold:

Mary T. Professor Dean of Arts and Sciences

Dickinson College P.O. Box 1773 Carlisle, PA 17013-2896 717-245-1234 (office) 717-123-4567 (cell)

E-MAIL E-MAIL SIGNATURES

A Message from President William Durden

Dear Dickinsonians:

I am sure that all of you are well aware of the massive human tragedy (and, sadly, that is but one aspect of the effects of this natural disaster) that has struck large parts of Asia in the last few days. With death tolls mounting over 35,000 (about a third children), large parts of Indonesia, India, Thailand, Sri Lanka, Kenya, Somalia, Tanzania and numerous other countries and its peoples are in devastating state.

Citizens of the world who live outside the immediate disaster area face an immediate opportunity to join together and be of assistance to those in fundamental need. With sudden, overwhelming human loss and dislocation (especially of children and families), potential health threats through cholera and malaria, an accompanying scarcity of doctors in the regions, and severe psychological challenges through initial and post trauma, this assistance is desperately needed.

USAID - Relief Organizations Working in the Disaster Area

NPR - Tsunami Relief: Where to Give

Expect overwhelming traffic on these sites as it appears that the world community is indeed responding. That said, most agencies have set up very easy ways to donate funds for relief efforts.

I thank you in advance for your attention to this message and hope that it is helpful to you as you attempt to be of assistance to those human beings at this moment in great anxiety, fear, and need.

Sincerely,Bill Durden, President


Dickinson College • P.O. Box 1773, Carlisle, PA 17013 • 717-243-5121


Dickinson PowerPoint presentations should

be compatible with the overall Dickinson

graphic identity and with the capabilities of

standard PowerPoint software. Therefore

fonts have been chosen that best simulate

the fonts in Dickinson’s identity system.

Arial Regular and Arial Bold are used in

the examples shown here. Type format is

generally flush left, ragged right.

The Dickinson wordmark should be

imported into PowerPoint as an image. Do

not attempt to typeset the wordmark in a

similar font. Accent colors should be limited

to red and gray, matching the colors specified

on Page 7 as closely as possible.

POWERPOINT

Title Slide – 3 background color options

Bulleted ListChart

Graph

Photograph

Chart Title

Column A B C D

XXXXXXXX XX XX XX

XXXXXXXX XX XX XX

XXXXXXXX XX XX XX

XXXXXXXX XX XX XX

XXXXXXXX XX XX XX

XXXXXXXX XX XX XX

List Title

•  Lorem ipsum dolor sit amet

•  Aenean commodo ligula eget dolor

•  Cum sociis natoque penatibus et magnis dis parturient montes

•  Donec quam felis, ultricies nec, pellentesque eu

•  Lorem ipsum dolor sit amet, consectetuer adipiscing elit

•  Aenean massa

•  Aenean commodo ligula eget dolor

Presentation Title

Author

Department

Date

Location

Type image caption here.

Slide Title

Graph Title

Additional Notes - Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem

$0.5 $0.5

$1.5 $2.2

-$1.0

$1.4 $1.6 $2.5

$3.3 $4.1

$5.1

$6.5 $5.8

$5.8 $3.5

($2.0)

($1.0)

$0.0

$1.0

$2.0

$3.0

$4.0

$5.0

$6.0

$7.0

$8.0

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (Proj)

Graph information Graph information

$6.3

$7.4 $7.0

$5.7

Presentation Title

Author

Department

Date

Location

Presentation Title

Author

Department

Date

Location


SAMPLE PUBLICATIONS

Outcomes: The Dickinson Edge

ORIENTATION 2012

Orientation 2012

Orientation2012

Visit & Decide Decision Dickinson 2012

19421947195219571962196719721977198219871992199720022007

A Special Invitation for

Dickinson College’s

Leadership Donors

Office of Marketing & CommunicationsP.O. Box 1773Carlisle, PA 17013-2896

www.dickinson.edu/about/offices/marketing-and-communications

[email protected]

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