Logo Style Guide & Graphic Standards · PDF fileEVMS Logo Style Guide & Graphic Standards...

Logo Style Guide &Graphic Standards

March 2013

EVMS Logo Style Guide & Graphic Standards – March 2013 2

ContentsIntroduction 3Logo

General Usage 4color Specifications 5Misuses 6reverse color 7Logo with Tag Line 8Sub-Branded Logo 9Sub-Branded Logo Misuses 11EVMS Seal 12

Design FormatsWhite coat Patches 13Business card 14Letterhead 15Note card 16Envelope 17Powerpoint 18Brochures 19

Fonts 20Colors 21


Introduction The EVMS Logo Style & Graphic Standards Guide is a comprehensive tool for anyone designing, printing or producing communication materials. With your help, we can ensure that all communication from our institution is integrated and consistent, making each individual component, as well as our marketing efforts as a whole, stronger and more effective.

This guide provides details about the messaging, creative elements and design specifications that form Eastern Virginia Medical School’s brand identity. These graphic standards have been created with a great deal of flexibility to address the complexities of EVMS, while providing a high degree of consistency and quality.

What are graphic standards and why are they important?

EVMS is comprised of a wide spectrum of people, programs, departments and centers, each with unique qualities but all working toward a common goal. The strongest, most recognizable brand that any EVMS department, program or research center can project is the brand of Eastern Virginia Medical School. Our brand identity reflects our commitment to excellence, our goals and the values that represent the core of this institution. Correct and consistent use of the brand identity unifies the diverse array of EVMS activities, achievements and audiences, and builds a stronger reputation for Eastern Virginia Medical School as a whole.

Consistency is key to successfully conveying the EVMS “brand” to the world. A strong and consistent visual identity helps shape the way key constituents view our school, both now and in the future. That visual identity begins with this EVMS Logo Style & Graphic Standards Guide.

This guide will help EVMS to avoid confusion in a crowded landscape by helping us to clearly define the school and maintain the consistency necessary for effective communication to the public.

Who is this guide for?

This guide has been developed for use by all academic, research, outreach, student services, authorized student organizations and administrative departments of EVMS. All departments must follow these guidelines. Outside agencies that create print or electronic publications, or any other materials, for any EVMS department are also required to abide by the guidelines.

The guidelines are to be applied to all uses of the school logo, whether for advertising, signage, stationery, uniforms, vehicles, web content or other items that carry the EVMS brand to the world.

When applied in tandem with those governing the visual standards of EVMS Medical Group, these guidelines help build a robust, mutually reinforcing foundation for EVMS’ external and internal communications.


The EVMS Logo consists of the mark and logotype. They must be used together and are most effective when used in this configuration. The EVMS Mark can be used separately, but only on communication intended for internal audiences or for approved in-market advertising purposes.

Clear SpaceThis is the area around the logo where nothing else should appear — helping to increase the logo’s impact. The clear space is aproximately equal to the width of two “Ms” in EVMS logotype.

Logotype SpaceThe space between the EVMS Mark and the EVMS Logotype letters should not be changed from the EVMS Logo provided. The space between is approximately the size of the width of a the lowercase “t” in the logotype

Minimum SizeTo ensure readability, the logo should never be used smaller than 1.4 inches (100 points) in width.

LoGo

EVMS MarkcENTUry SchooLBook BT BoLd

EVMS LogotypEcENTUry SchooLBook BT BoLd

cLEar SPacE

1.4 iNchES

LogoGeneraL USaGe

The clear space is the protected area surrounding the four sides of the EVMS logo on all printed and electronic materials. The tagline is the only element that may violate the clear zone.


EVMS’ primary logo, on white and light surfaces, is represented in one color. See page 7 for specifications for logo representation in reverse. Black logos are acceptable only when the use of the primary logo is not possible.

eVMS BlueSpot CoLor: Pantone 633CCMYK Mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% rGB: Red 31, Green 127, Blue 156; WeB CoLor: Hexidecimal: #367c99

BlackSpot CoLor: Pantone Black or Process Black CMYK Mix: Cyan 0%, Magenta 0%, Yellow 0%, Black 100% rGB Mix: Red 0, Green 0, Blue 0 WeB CoLor: Hexidecimal: #000000

EVMSBLUE

BLack

LogoCoLor SpeCifiCationS

pantone633 C

pantoneblaCk

Eastern Virginia Medical SchoolEVMS

*Note: To maintain consistent quality in the reproduction of the EVMS Logo,

always use the electronic art provided at www.evms.edu/logo.

Do not recreate the logo.


Use heavy-handed photoshop effects

Screen the logo

Change relative scale or alignment

Distort the logo

Change the color or use color combinations

Logo MisusesDo not:

✘

✘

✘ ✘

✘

✘ 1

1

2

23

3

4

5

45


The preferred use of the EVMS logo in reverse (all-white) is on an EVMS Blue or black background. It also may be used in reverse on photographs with a dark back-ground or on a secondary colors within EVMS’ approved color palette listed on page 19.

eVMS BlueSpot CoLor: Pantone 633C CMYK Mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% rGB: Red 31, Green 127, Blue 156; WeB CoLor: Hexidecimal: 367c99


Logo in reverseGeneraL USaGe

pantone633 C

1.4 iNchES


Community Focus.World Impact.

EVMS.edu/MyStory

Several months ago diabetes took her off

her feet and out of the race.

Outstanding clinical care and cutting-edgeresearch helped her minimize complicationsand put her back on track.

You’re healthier because we’re here.

than yesterday.

We don’t knoW hoW far she’ll run today.

But It ’s GoInG to Be farther

The EVMS tag line is “Community Focus. World Impact.” The tag line may be used in conjunction with the EVMS logo in a horizontal or vertical format.

Horizontal formatfont: Myriad Pro Bold with leading 120 percent of the font sizeaLiGn: Flush Left/Ragged right. SCaLe: The tag line is set on two lines to fill a vertical space 85 percent of the EVMS Mark. The tag line sits on the baseline of the EVMS Mark, and is offset from the EVMS Mark by the width of the “E” in the EVMS Mark. The tag line is separated from the logo by a vertical rule midway between the logo and tag line. This rule extends above and below the logo by the height of the “M” in the EVMS logotype.

Horizontal formatfont: Myriad Pro Bold with leading 120 percent of the font sizeaLiGn: Flush Left/Ragged right. SCaLe: The tag line is set on two lines to fill a horizontal space 85 percent of the EVMS Mark. The tag line is positoned below the logotype, aligned flush left with the logotype and separated from the logotype by the height of the “W” in the tag line.

Clear SpaceThe clear space for both versions is the same as the EVMS logo. See page 4.


ColorLogo with tag line may be display in Pantone 633C, black or white

1.4 iNch

horizoNTaL forMaT

VErTicaL forMaT

Logo with tag LineCommunity Focus.World Impact.






W


the strelitzdiabetes center


EVMS has many constituent centers, institutes, programs and departments. These entities benefit from their association with EVMS. Additionally, they helps create a stronger reputation for EVMS as a whole. To maximize the strength of all entities, it is important to establish a consistent approach for using the names together.

All department names should be placed below the EVMS Mark. Program taglines may not be used. Placement of program, center and institute names should follow these guidelines as well, except in instances when space is limited. When such spacing issues are a concern, please contact Creative Services in the Office of Marketing & Communications at 446.7070.

Sub-Brand typographyfont: Granjon Small Caps & Old Style Figures aLiGn: Flush Left/Ragged right. SCaLe: 25% of the height of EVMS Mark. Except for special cases determined by Marketing & Communications, lettering should not extend beyond the EVMS Mark justification zone, the area equal to half the space of the letter “S” extended to the right of the EVMS Mark. Long department/program names will use multiple lines.CoLor: Pantone 167C (EVMS Rust)

Clear SpaceThe clear space is the same as the EVMS logo. See page 4.

Minimum SizeTo ensure readability, sub-brand logo should never be used smaller than 1.125 inches in width.

1.125 iNch

aLiGN LEfT

JUSTificaTioNzoNE

Note: EVMS Medical Group's branding standards will be applied to any designs

intended for clinical purposes, such as patient information, patient recruiting,

physician referrals and practice promotion.

Sub-Brand Logo





Here are the optional ways EVMS Sub-Brand logos may appear.

Two color, PMS 633C and PMS 167C. This is the preferred display of a clinical practice logo.

eVMS BlueSpot CoLor: Pantone 633C CMYK Mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% rGB: Red 31, Green 127, Blue 156; WeB CoLor: Hexidecimal: #367c99

eVMS rustSpot CoLor: PMS 167CCMYK Mix: Cyan 10%, Magenta 77%, Yellow 100%, Black 4% rGB Mix: Red 212, Green 91, Blue 37 WeB CoLor: Hexidecimal: #cd5932

All EVMS Blue, this is the preferred display in one color.

All black, use primarily in black and white printing.

The preferred usage for all-white (reverse) logos is on EVMS Blue or black backgrounds. The reverse logo also be used on photographs with a dark background and on the secondary colors within EVMS’ approved color palette listed on page 19.

Sub-Brand LogoCoLor SpeCifiCationS

pantone633 C

pantone167 C

2

1

1

1

23

3

4



✘

✘

✘

✘

✘ ✘

Extend a single line of department/program text beyond predetermined justification zone. Contact EVMS Marketing & Communications Creative Services at 757.446.7070 or [email protected] if text will not fit within specifications.

Use INITIAL CAPS.

Change the font.

Change font weight.

Change alignment of text.

Change relative size.

Sub-Brand Logo MisusesDo not:

1

1

23456

2

3

4

5 6 the strelitz diabetes center

Note: Sub-Brand logos for all EVMS academic and administrative departments

will be available in EPS, PNG, PDF and JPEG file formats.

Go to www.evms.edu/templates to download logos.


The EVMS Seal is used only by the Office of the President on select official school documents, such as diplomas, transcripts, certificates and other formal or ceremonial documents.

expireD LoGo The logo shown below has been retired and is not to be used in any way, shape or form as a way of officially representing EVMS.

EVMS Seal

✘


All white coats worn by faculty must carry the correct EVMS patch. Older patches with the Presidential Seal do not comply with current brand standards and must be replaced by the current patch. Embroidering on white coats should be black or a dark blue color as close to Pantone 547C as available (see page 22).

Faculty or staff needing new coats may order them through the EVMS Bookstore in Lewis Hall, which can be reach by phone at 757.446.5819. EVMS Marketing & Communications has current patches available at no cost for those who need to replace an outdated one.

White Coat patches

✘


One front and back design is available for general use.

Order business cards online from B&B Printing. Go to www.evms.edu/templates for ordering information.

Business CardforMat

Community focus. World impact.

Vincent a. rhodesDirector

Marketing & Communications Po Box 1980, Norfolk Va 23501-1980757.446.7070 ph 757.446.7451 fax

[email protected] www.evms.edu


Two letterhead designs are available for general use. Order letterhead online from B&B Printing. Go to www.evms.edu/templates for ordering information.

Basic Letterhead

Letterhead with staff names and/or multiple location addresses

LetterheadforMatS

1

12

2

EVMS SurgEry

PO BOx 1980, NOrFOLk, VA 23501-1980

ph 757.446.8950 fax 757.446.7451www.evms.eduCommunity focus. World impact.

Community focus. World impact.

EVMS SurgEry

PO BOx 1980, NOrFOLk, VA 23501-1980

ph 757.446.8950 fax 757.446.7451

www.evmsMedicalGroup.com

825 FAirFAx AVENuE SuiTE 610

NOrFOLk, VA 23507ph 757.446.8950 fax 757.446.7451

5589 GrEENwich rOAD VirGiNiA BEAch, VA 23462

ph 757.557.0300 fax 757.557.0342

1950 GLENN MiTchELL Dr SuiTE 208

VirGiNiA BEAch, VA 23456ph 757.689.8139

fax 757.689.3832

114 NOrTh MAiN ST SuFFOLk, VA 23434

ph 757.446.8950 fax 757.446.7451

L.D. Britt, md, mph, facs, fccm frcs eng (hon), frsc ed (hon),

fwacs (hon), frcsi (hon), fcs (sa) (hon)Brickhouse Professor & Chairman

Rebecca C. Britt, md, facsAssociate Professor of Surgery

James H. Carraway, md, facsProfessor of Plastic Surgery

Jay N. Collins, md, facsProfessor of Surgery

Eric C. Feliberti, md, facsAssistant Professor of Surgery

Timothy J. Novosel, md, facsAssistant Professor of Surgery

Roger R. Perry, md, facsProfessor of Surgery

Chief of Surgical Oncology

Claretta J. Sullivan, phdResearch Assistant

Professor of Surgery

Douglas R. Trzcinski, md, facsAssistant Professor of Surgery

Lambros K. Viennas, md, facsAssistant Professor

Chief of Plastic Surgery

Leonard J. Weireter, Jr., md, facsArthur & Marie Kirk Family

Professor of Surgery Chief of Trauma

Emily Eckes, pa-c


EVMS MarkEtiNg & CoMMuNiCatioNS

PO BOx 1980NOrFOLk, VA 23501-1980

ph 757.446.7070 fax 757.446.7451

www.evms.edu

One note card design is available for general use. Order note cards online from B&B Printing. Go to www.evms.edu/templates for ordering information.

Note CardforMatS

froNT

Back



Po Box 1980, Norfolk, Va 23501-1980 www.evms.edu

marketing & communications



Po Box 1980, Norfolk, Va 23501-1980 www.evms.edu Po Box 1980, Norfolk, Va 23501-1980 www.evms.edu

Two envelope designs are available for general use. Order envelopes online from B&B Printing. Go to www.evms.edu/templates for ordering information.

General EVMS envelope

Academic/Administrative Department envelope

EnvelopeforMatS

112

2


Each of these background templates is available online at www.evms.edu/templates.

powerpointteMpLateS

dESiGN 1

dESiGN 2 dESiGN 3


Templates are available at www.evms.edu/templates. Use these designs as a starting point, customizing as needed to communicate your message.

BrochuresteMpLateS

dESiGN 3

dESiGN 2

dESiGN 1

Contact EVMS Marketing & Communications Creative Services at 757.446.7070 or [email protected] for templates when creating advertising designs.

Subhead goes here

Ut rerferunt laborum quis eum faciis ipsam ipsae volori tem rem doluptat quiasperite volor atia etum volestiorest excerum, vita dist vendend ipsaper natiorum nobitios quas eumque corum aut in consed mollupta senti blaboribus, tesendit, sunt, officiatet od quo doluptae corro etur auda si venima voluptatat omnissus expeliquid quis ea dignimi, sinus, nam facerum experio. Nequos es eos moluptat quatem. Itatione consenia vit, illauta spienis antiandio modis voluptat as eate volorrum essimostis plis sus rem dem et voluptus dem qui dipsam, si dendam, eles etur sam ere, iuri unture evel isci cumque velenie ndaereicimus eatio mo tempor aut ommolent, odiosandit quae. Nem atibus.

Goes here Headline

www.evms.edu

Department name

PO Box 1980 Norfolk, VA 23501-1980

757.000.000

Headline goes Here

Department namePO Box 1980

Norfolk, VA 23501-1980 757.000.000

Subhead goes hereVoluptae iumquam volupiet quibus eostrume dia dia vendel maximporem fugia eum reium explant oreperumque qui reseni derro optatur rem aute sum quosam simaximin ra vollabo. Itatecabore sundi tota-tium ut incte que esentio. Nam, es ist am, tempos etur simolupit, quodiae corerores expliqui ut vellantibus.Od quasiti nullestrum aut qui dunt, cus magnisqui idus velectemquae laborem dolectiorepe et quuntiis doluptatem que repudis estis elibus simi, quae nonese-quam eicieni moluptasped et moluptatem doluptiam, nos eos essim ut quaeper ovidunt poria volorem ut laborepero quideliquam faceaqu iaspera arum se nobit quae doles et latempel inverchillum resti non et fugitioreium sim raecea arum, to beatureictem is dolluptat prati comniss equodit labo. Uciet aut volupis et et assust quibus, sum quiate pos aut ilicill uptatem. Epratum res molesecupid experio.

www.evms.edu

Department name

PO Box 1980

Norfolk, VA 23501-1980

757.000.000

www.evms.edu

Headline Goes

Here

Headline Goes HereBusamet aut invent veles

niet restiusam, que nos-simpedi natusam quias

ium nessit oditi rerrum reicto cuptio torehene

porum inverchictes voluptatur sam ra cus del

illisit quassit, culpa cullabo. Um suntem dest,

tem et adis vendip-sam necatatem et ut veliassit

Headline Goes Here

Note: Any deviation from supplied template requires approval from Marketing & communications.


The families of MyriadPro and Granjon are recognized as official EVMS fonts. Examples are shown to the left. These fonts are recommended but not required, as they are not available for free. They must be purchased through an official font vendor. Contact Creative Services for assistance identifying the correct fonts if you need to purchase them. If you are paying for advertising, correct fonts must be used.

Fonts

radiologyThe quick brown fox jumps over the lazy dog.

UrologyThe quick brown fox jumps over the lazy dog.

Surgerythe quick brown fox jumps over the lazy dog.

Family MedicineThe quick brown fox jumps over the lazy dog.

ObGynThe quick brown fox jumps over the lazy dog.

DermatologyThe quick brown fox jumps over the lazy dog.

aaBbcc1

123456

2

3

4

5

6

MyriadPro Regular: Use primarily in text

MyriadPro Italic: Use primarily to highlight text

MyriadPro Bold: Use in headlines

Granjon LT Std Roman: Use primarily in text

Granjon LT Std Italic: Use primarily to highlight text

Granjon LT Std Bold: Use in headlines

If you do not have these fonts available, use the following sans-serif fonts in place of MyriadPro, and serif fonts in place of Granjon. You many not substitute any fonts in the logo itself.

SIMILAR SANS-SERIF FONTS

Tahoma Trebuchet Calibri ABCdefg123 ABCdefg123 ABCdefg123

SIMILAR SERIF FONTS

Garamond Times New Roman Book Antiqua ABCdefg123 ABCdefg123 ABCdefg123


The official EVMS colors are Pantone 633C blue and Pantone 167C rust.

The secondary color palette complements the official EVMS colors. These accent colors should be used in addition to the official blue and rust, not to replace them. These accent colors may be used as solid color or as a tint of the color.

pantone633 C

pantone547 C

pantone311 C

pantone617 C

pantoneWarm Gray 10

pantone167 C

Colors

EVMS Medical Group PRIMARY COLORS

EVMS Medical Group SECONDARY COLORS

eVMS BlueSpot CoLor: Pantone 633c CMYK Mix: cyan 83%, Magenta 37%,

Yellow 27%, Black 5%

rGB: red 31, Green 127, Blue 156

WeB CoLor: hexidecimal: #367c99

Spot CoLor: Pantone 547c CMYK Mix: cyan 100%, Magenta 35%,



WeB CoLor: hexidecimal: #00334d




WeB CoLor: hexidecimal: #367c99

eVMS rustSpot CoLor: Pantone 167c CMYK Mix: cyan 10%, Magenta 77%,



WeB CoLor: hexidecimal: #cd5932




WeB CoLor: hexidecimal: #0cc6de

Spot CoLor: Pantone warm Gray 10 CMYK Mix: cyan 20%, Magenta 29%,



WeB CoLor: hexidecimal: #766a62


Contact InformationEVMS Marketing & Communications

Vincent Rhodes Director [email protected]

John Comerford Art Director [email protected]

Joy Ellinor Art Director [email protected]

757.446.7070 ph757.446.7451 fax [email protected]

The Office of Marketing & Communications supports and advances the goals of Eastern Virginia Medical School by promoting the school’s brand, fostering a sense of community, and generating media coverage that will strengthen the image and reputation of EVMS.

Creative Services in the Office of Communications provides knowledge and expertise to guide the EVMS community in the creation of marketing and communications collateral, ranging from printed materials to web sites and digital media.

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