new school visual identity guide
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The New School Identity Guidelines
The New School is a lively urban university, combining design and the performing arts withsocial policy and the humanities, educating peoplewho can make a difference in the world throughindependent, disciplined and creative expression.
ActivistThe New School has a unique history of socialactivism, progressive thinking and internationalism.The New School has always strived for positive andmeaningful change.
EclecticThe New School is unconventional and different, with a constant appetite for the new and experimental.
OpenThe New School is multifaceted, diverse, and inter-national, and it appreciates the range of ages, originsand cultures.
Street-smartThe New School is not an insulated institution. Itis part of New York City and of the larger world.The New School is urban, vibrant and dynamic.
ArticulateThe New School fosters personal expression and voice, challenging students to be in activedialogue with the world around them.
CreativeThe New School is made up of writers, thinkers andartists creating their own worlds and systems of ideas.
CourageousThe New School, since its founding, has been a placewhere people aren’t afraid to take a stand on whatthey think is right.
Promise and Personality II
Contents
Identity Guidelines
1 Introduction
University logo2 University logo construction3 University logo clearspace / bleed4 University logo minimum size5 University logo states6 University logo color
School logos11 School logo construction12 School logo clearspace13 School logo bleed and line break15 School logo minimum size16 School logo states17 School logo color
Identity22 Identity as texture24 Identity as text
Visual System Guidelines
25 Introduction
26 Color palette28 Typography29 Image style30 Graphic elements: Running dialogue31 Graphic elements: Running school logos
Applications
33 Introduction
University stationery34 Letterhead35 Business card36 Envelope and mailing label37 Fax sheet
School stationery38 Letterhead39 Business card40 Envelope and mailing label41 Fax sheet
Prototypes42 Newsletter43 Diploma44 Banners45 Environmental graphics46 View book
47 File naming structure48 File directory
III
Introduction
The New School Identity
The New School identity consists of the university logo and the eight schoollogos. The unifying component within allthe logos is The New School mark.
The New School mark showcases the university’s dynamism and unconventionalvoice by having three different “states.” By using all three states of the mark inter-changeably, the identity is always in activemotion. The New School Red, Orangeand Yellow is also to be used interchange-ably within all the schools. No one colorshould be used to identify any one school.Each school needs to use all of the colorswith equal balance.
This concept of movement and change should be embraced and reflected in allThe New School’s branding applications.
1
University descriptorThe New School mark
2
The New School university logo is made upof two components: The New School markand the university descriptor. These twocomponents are always placed in a fixedrelationship and should never be altered,modified or reproduced in any way.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical thatThe New School logo appearonly in the colors approved inthese guidelines.
University logo
Construction
File Identifier tns_logo[The New School university logo]
Example:tns_logo_mid_O_pos.eps
*See pages 47–49 for a completeexplanation of the file naming structure.
3
To ensure its integrity and visibility, The New School logo should be kept clearof competing text, images and graphics. Itmust be surrounded on all sides by an ade-quate clearspace—a space equal in size tothe cap height of logo, as shown at left.
In cases where it is more visually appealingand advantageous to bleed the logo, bleedit only in the greyed areas of the “T” and“L” in The New School mark, as shown atbottom left.
University logo
Clearspace/Bleed
Clearspace
Bleed
4
The university logo has two size versions;an original version and a small version.The original logo version can be sizeddown to a minimum of 2". The small logoversion can be sized down to 1.25".
If a size smaller than 1.25" is necessary, use the mark without the descriptor line.The mark can be sized down to a mini-mum of 1".
When measuring the logo, locate the clear-est parts of the mark from the start of the“T” to the end of the “L” as shown on themeasurement area example to the left.
University logo
Minimum size
1” 1”
1.25” 1.25”
2” 2”
Minimum small logo size (Color) Minimum small logo size (Black and White)
Minimum mark size (Color) Minimum mark size (Black and White)
Minimum original logo size (Color) Minimum original logo size (Black and White)
Measurement area
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical that The New School logo appearonly in the colors approved inthese guidelines.
File Identifier tns_logo [orig. version]Example:tns_logo_left_R_pos.eps
tns_logo...small [small version]Example:tns_logo_R_pos_small.eps
tns_mark [mark]Example:tns_mark_left_R_pos.eps
*See pages 47–49 for a completeexplanation of the file naming structure.
5
The New School mark has three states.These states reflect the constant movementand dynamism of The New School. Allstates can be used interchangeably acrossall applications and schools.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
University logo
States
File Identifier left [left state]mid [mid state]right [right state]
Example:tns_logo_left_R_pos.eps
Left state
Mid state
Right state
*See pages 47–49 for a completeexplanation of the file naming structure.
File Identifier R [red]O [orange]Y [yellow]
Example:tns_logo_right_R_pos.eps
6
The coloration of The New School university logo is an essential element insetting a recognizable tone and look for theidentity. Consistent use of color enhancesthe strength of the identity.
The primary colors for The New Schooluniversity logo are The New School Red,Orange, and Yellow. All three color variations are to be used interchangeably.Using color variation reinforces theactivist, creative and eclectic nature of the identity.
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
University logo
Color
The New School RedPositive
The New School OrangePositive
The New School YellowPositive
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
7
When the primary colors cannot be used,The New School university logo can beblack or silver, or reversed to white. Theuse of silver is reserved for core institutionpieces only and not to be used in separateschool level materials.
BlackPantone® Black 4 C* CMYK 0/22/100/89RGB 28/22/1
WhiteCMYK 0/0/0/0RGB 255/255/255
SilverPantone® 8002 C
University logo
Color: alternate
File Identifier B [black]W [white]S [silver]
Example:tns_logo_right_B_pos.eps
BlackPositive
SilverPositive
WhiteReversed
WhiteReversed
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
8
The preferred background colors are TheNew School Red, Orange, and Yellow. TheNew School university logo should alwaysbe white when used on these backgrounds.
Black may also be used as a background color.When black is used, the university logos shouldbe used in their primary colors, as shown atlower left.
WhiteCMYK 0/0/0/0RGB 255/255/255
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
BlackPantone® Black 4 C* CMYK 0/22/100/89RGB 28/22/1
University logo
Color: on background
File Identifier W_rev [white, reversed]R_pos [red, positive]O_pos [orange, positive]Y_pos [yellow, positive]
Example: tns_logo_right_W_rev.eps
The New School RedReversed
The New School OrangeReversed
The New School YellowReversed
The New School RedPositive
The New School OrangePositive
The New School YellowPositive
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
File Identifier R_pos [red, positive]O_pos [orange, positive]Y_pos [yellow, positive]B_pos [black, positive]W_rev [white, reverse]
Example: tns_logo_right_W_rev.eps
9
On photographic background, The NewSchool university logo can be used in color,black and white versions. The demonstra-tions at left show which colors look best ondark backgrounds and which work better onlight backgrounds. Because every image isdifferent, be sure to choose a color with astrong contrast to the background. Place thelogo in an area of the image that is not busyin order to enhance legibility. (See page 10for “don’ts”.)
WhiteCMYK 0/0/0/0RGB 255/255/255
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
BlackPantone® Black 4 C*CMYK 0/22/100/89RGB 28/22/1
University logo
Color: on photography
Whiteon dark background
The New School Redon dark background
The New School Orangeon dark background
The New School Yellowon dark background
Blackon light background
The New School Redon light background
The New School Orangeon light background
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
Color: don’ts
10
The New School university logo shouldalways be seen clearly and dramatically.When using the logo on imagery, alwaysmake sure that it is positioned away fromany competing imagery and stands outfrom the background color.
University logoDon’t place the logo over busy,high-contrast imagery
Don’t place a color logoover similarly colored
backgrounds
Don’t place a color logoover similarly colored
backgrounds
Don’t use a color logo that doesn’t stand out
from the background
Don’t use a color logo that doesn’t stand out
from the background
Don’t use a color logo that doesn’t stand out
from the background
Don’t use different colors for the mark and
the descriptor
11
The New School school logos are made upof the school name, The New School markand the school descriptor. In cases wherethere is no school name, only The NewSchool mark and school descriptor needbe used. These components are always heldin a fixed relationship and should never bealtered, modified or reproduced in any way.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical that The New School logo appearonly in the colors approved inthese guidelines.
School logos
Construction
File Identifier drama [drama]general [general studies]jazz [jazz]lang [eugene lang]mannes [mannes]milano [milano]parsons [parsons]social [social research]
Example:tns_parsons_right_R_pos.eps
School descriptorSchool name The New School mark
FOR DESIGNPARSONS
FOR JAZZ AND CONTEMPORARY MUSIC
FOR SOCIAL RESEARCH
FOR GENERAL STUDIES
FOR DRAMA
FOR LIBERAL ARTSEUGENE LANG COLLEGE
FOR DESIGNPARSONS
FOR MUSICMANNES COLLEGE
FOR MANAGEMENT AND URBAN POLICYMILANO
*See pages 47–49 for a completeexplanation of the file naming structure.
12
To ensure its integrity and visibility, The New School logo should always bekept clear of competing text, images and graphics, the only exception being when it bleeds off the page (see page 13). It mustbe surrounded on all sides by an adequate clearspace—a space equal in size to the capheight of logo, as shown at left.
* The logo at left is truncated to get alarger view of the measured clearspace.
School logos
Clearspace
FOR DESIGN X
X
X
13
In cases where it is more visually appealingand advantageous to bleed the logo, alwaysbe sure to bleed it in the specified areas ofthe “T” and “L” of The New School mark(as shown on the left). Never break a logoin the middle of a word (see page 14).
The correct spacing relationship must beapplied as specified at left.
When bleeding a school logo, the two linesmust overlap vertically at some point, asshown in examples at lower left.
* The only exception to the specifica-tions is when running school logostogether (see page 31).
School logos
Bleed and line break
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS X
X0.5 X
FOR SOCIAL RESEARCH
FOR JAZZ AND CONTEMPORARY MUSIC
Line break/bleed areas (shown in grey)
Spacing
Examples of vertical overlap
14
When bleeding a school logo, don’t:
• Break the logo in the middle of the word
• Separate the top and bottom lines outside the specifications
• Create a gap between the two parts of the logo; they must always overlap vertically
* Refer to page 13 for construction ofbleeding school logos.
* The only exception to the specificationsis using running school logos (seepage 31).
School logos
Bleed: don’ts
FOR DESIGNPARSONS
FOR DESIGNONSPARSO
FOR DESIGN
PARSONS
FOR DESIGNPARSONS
15
The minimum size for the school logo is acap height of 0.1 inch. When measuring theminimum size of the school logo, use thecap height of the school name.
School logos
Minimum size
FOR DESIGNPARSONS FOR DESIGNPARSONS
0.1”FOR DESIGN
Actual size (Color) Actual size (Black and White)
16
The New School mark has three states.These states reflect the constant movementand dynamism of The New School. Allstates can be used interchangeably acrossall applications and schools.
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
School logos
States
File Identifier left [left state]mid [mid state]right [right state]
Example:tns_parsons_left_O_pos.eps
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
Left state
Mid state
Right state
*See pages 47–49 for a completeexplanation of the file naming structure.
17
The primary coloration of The New Schoolschool logos is the two color positive version on a white background. The schoolname and its descriptor appear in grey, andThe New School mark appears in eitherThe New School Red, Orange, or Yellow(see color specifications below).
No one color variation will be proprietaryto any school. Each school must use allthree color variations of The New Schoolmark interchangeably.
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
GreyPantone® 404 CCMYK 0/8/22/56RGB 111/103/84
School logos
Color
File Identifier R_pos [red, positive]O_pos [orange, positive]Y_pos [yellow, positive]
Example:tns_parsons_mid_R_pos.eps
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
The New School RedPositive
The New School OrangePositive
The New School YellowPositive
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*See pages 47–49 for a completeexplanation of the file naming structure.
18
When the primary colors cannot be used,The New School school logos can be eitherall black or reversed to white.
BlackPantone® Black 4 C*CMYK 0/22/100/89RGB 28/22/1
WhiteCMYK 0/0/0/0RGB 255/255/255
School logos
Color: black and white
File Identifier Btint_pos [70% black mark]B_pos [black, positive]W_rev [white, reverse]
Example:tns_parsons_mid_B_pos.epsFOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
100% Black
Black
WhiteReversed
70% Black 100% Black
*See pages 47–49 for a completeexplanation of the file naming structure.*100% Process Black may be substi-
tuted in restrictive printing instances.
19
When using school logos on primary colorbackgrounds—The New School Red,Orange, and Yellow—the school names anddescriptors appear in white and the markappears in black.
When using school logos on black, theschool names and descriptors appear inwhite and the mark appears in The NewSchool Red, Orange, Yellow, white or 70% black.
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
GreyPantone® 404 CCMYK 0/8/22/56RGB 111/103/84
BlackPantone® Black 4 C*CMYK 0/22/100/89RGB 28/22/1
School logos
Color: on backgrounds
File Identifier B_rev [black, reversed]R_rev [red, reversed]O_rev [orange, reversed]Y_rev [yellow, reversed]W_rev [white, reversed]Btint_rev [70% black mark]
Example:tns_parsons_mid_R_rev.eps
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
On The New School Redwith black mark and reversed
school name and descriptorfile name: B_rev
On The New School Orangewith black mark and reversed
school name and descriptorfile name: B_rev
On The New School Yellowwith black mark and reversed
school name and descriptorfile name: B_rev
On Blackwith The New School Red
mark and reversed schoolname and descriptor
file name: R_rev
On Blackwith The New School Orange
mark and reversed schoolname and descriptor
file name: O_rev
On Blackwith The New School Yellow mark and reversed school
name and descriptorfile name: Y_rev
On Greywith reversed mark, school
name and descriptorfile name: W_rev
On Blackwith reversed mark, school
name and descriptorfile name: W_rev
On Blackwith 30% black mark and
reversed school name and descriptor
file name: Btint_rev
*See pages 46–48 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
20
On imagery, The New School school logocan be used in color, black and white ver-sions. The demonstrations at left show whichcolors look best on dark backgrounds andwhich colors look best on light backgrounds.Because every image is different, be sure tochoose a color with a strong contrast to thebackground. Place the logo in an area of theimage that is not busy in order to enhancelegibility. (See page 21 for don’ts.)
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
BlackPantone® Black 4 C*CMYK 0/22/100/89RGB 28/22/1
School logos
Color: on imagery
File Identifier R_pos [red, positive]R_rev [red, reverse]O_pos [orange, positive]O_rev [orange, reverse]Y_pos [yellow, positive]Y_rev [yellow, reverse]B_pos [black, positive]B_rev [black, reverse]Btint_pos [70% black mark]Btint_rev [30% black mark]W_rev [white, reverse]
Example:tns_parsons_mid_R_rev.eps
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
On Light Backgroundwith The New School Red mark and
grey school name and descriptorfile name: R_pos
On Light Backgroundwith The New School Orange mark and
grey school name and descriptorfile name: O_pos
On Light Backgroundwith The New School Yellow mark and
grey school name and descriptorfile name: Y_pos
On Dark Backgroundwith The New School Red mark and
reversed school name and descriptorfile name: R_rev
On Dark Backgroundwith The New School Orange mark andreversed school name and descriptor
file name: O_rev
On Dark Backgroundwith The New School Yellow mark andreversed school name and descriptor
file name: Y_rev
On Light Backgroundwith black mark, school name
and descriptorfile name: B_pos
On Light Backgroundwith 70% black mark and black
school name and descriptorfile name: Btint_pos
On Dark Backgroundwith reversed mark, school name
and descriptorfile name: W_rev
On Dark Backgroundwith black mark and reversed
school name and descriptorfile name: B_rev
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
*See pages 47–49 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
21
The New School school logo should alwaysbe seen clearly and dramatically. Whenusing the logo on imagery, always makesure that it is positioned away from anycompeting imagery and stands out fromthe background color.
School logos
Color: don’ts
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
FOR DESIGNPARSONS
Don’t place the logo over busy, colored imagery
Don’t use a color logo that doesn’t stand out from
the background
Don’t use a color logo that doesn’t stand out from
the background
Don’t use a color logo that doesn’t stand out from
the background
22
The New School mark can be used as a textural graphic element to add visualinterest and richness on communicationsmaterials.
When using the mark as a textural device,it must always be supported by a universityor school logo (see the following page foran example).
The New School identity
Identity as texture
File Identifier tns_mark [The New Schoolmark]
Example:tns_mark_left_R_pos.eps
*See pages 47–49 for a completeexplanation of the file naming structure.
File Identifier tns_logo[The New School university logo]
Example:tns_logo_mid_O_pos.eps
23
When using the mark as a textural device,it must always be supported by a universityor school logo. It can be tinted or layered on top of imagery. Refer to The New School color palette for appro-priate colors (see page 26).
When reproducing the logo, useonly the artwork supplied withthese guidelines. The logo mustappear clearly and in theapproved colors (see Universitylogo colors, pages 8–10).
To ensure the consistency nec-essary to build a recognizableidentity, it is critical that The New School logo appearonly in the colors approved inthese guidelines.
The New School identity
Identity as texture
School logo
Mark as textural device
*See pages 47–49 for a completeexplanation of the file naming structure.
Naming
When refering to The New School at a university level, inthe text of a document, it should always be spelled “TheNew School.” The descriptor should never be part of thename in text.
For example:
The New School
not
The New School a University
When refering to a school within the university the firsttime in the text of a document, the entire name of theschool must be spelled out.
For example:“Milano The New School for Management and Urban Policy”
In subsequent mentions, a condensed form can be used.
For example:“Parsons”“Mannes” or “Mannes College”“Milano”“Lang” or “Eugene Lang College”
The schools that begin with “The New School” cannot beshortened to “The New School.” That name is onlyreserved for the university. If the name must be condensed, use “General Studies”, “Social Research”,“Drama”, or “Jazz.”
If the descriptor (“for Music” “for Design” “for LiberalArts”) is used, the whole name of the school must be used— including “The New School.” It is not acceptable torevert to “Parsons School of Design” for example, or“Mannes College of Music.”
Capitalization
When using the mixed case version of the universityname, the “T”, “N”, and “S” should be capitalized.
When using the mixed case version of the school names,the “f” in “for” and “a” in “and” should be lower case,however the “T” in “The New School” should be capital-ized. Commas are never used.
Style
If the name is broken into several lines, all text must bethe same size, weight and typeface.
For example:
The New Schoolfor General Studies
not
The New Schoolfor General Studies
The New School
The New School for General Studies
The New School for Social Research
The New Schoolfor Jazz and Contemporary Music
The New Schoolfor Drama
MilanoThe New Schoolfor Management and Urban Policy
ParsonsThe New School for Design
Eugene Lang CollegeThe New Schoolfor Liberal Arts
Mannes CollegeThe New Schoolfor Music
24The New School identity
Identity as textConsistency in referring to The NewSchool and its schools in text is critical in maintaining a strong identity. Use ofcorrect capitalization, style and naming allimpact the identity for The New School.
[University name]
[School names]
Introduction
Visual System
The New School visual system is designedto be dynamic and flexible. This sectionwill explain the use of color, typography,image style and graphic elements.
The flexibility of the system requires careful treatment and attention for allgraphic elements. The use of these guide-lines will assure that the visual system willreinforce and strengthen our identity.
25
26
The New School color palette consists of a primary, secondary and supportive colorpalette. The secondary palette consists of theentire range of tints that originate from theprimary colors. The lighter tints were createdby screening the primary colors, and thedarker tints were created by adding black tothe primary colors. The tints specified in thesecondary palette are samples of this range of tints.
The consistent use of these colors will createrecognition and strengthen the identity.The New School university and schoollogos must always use the primary andsupportive color palette.
Color specifications are on thefollowing page.
Visual system
Color paletteR1 O1 Y1 G1
R2 O2 Y2 G2
R3 O3 Y3 G3
R4 O4 Y4 G4
R5 O5 Y5 G5
R O Y G
R6 O6 Y6 G6
R7 O7 Y7 G7
R8 O8 Y8 G8
R9 O9 Y9 G9
R10 O10 Y10 G10
B W S
Primary
Secondary
Secondary
Supportive
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
27Visual system: Color palette (cont’d)
Primary Color Palette
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
GreyPantone® 404 CCMYK 0/8/22/56RGB 111/103/84
Secondary Color Palette
R1CMYK 0/6/10/0RGB 254/240/223
R2CMYK 0/19/20/0RGB 253/208/185
R3CMYK 0/38/40/0RGB 252/159/124
R4 CMYK 0/56/60/0RGB 252/113/73
R5CMYK 0/75/80/0RGB 253/65/32
R6CMYK 0/94/100/10RGB 230/17/0
R7CMYK 0/94/100/25RGB 191/14/0
R8CMYK 0/94/100/40RGB 153/11/0
R9CMYK 0/94/100/55RGB 115/8/1
R10CMYK 0/94/100/70RGB 77/6/0
O1CMYK 0/6/10/0RGB 254/240/228
O2CMYK 0/12/19/0RGB 254/224/194
O3CMYK 0/24/39/0RGB 253/195/137
O4 CMYK 0/37/58/0RGB 253/162/87
O5CMYK 0/49/78/0RGB 253/130/42
O6CMYK 0/61/97/10RGB 230/89/8
O7CMYK 0/61/97/25RGB 191/74/7
O8CMYK 0/61/97/40RGB 153/60/5
O9CMYK 0/61/97/55RGB 115/45/3
O10CMYK 0/61/97/70RGB 77/30/2
Y1CMYK 0/3.5/8.5/0RGB 255/246/229
Y2CMYK 0/7/17/0RGB 254/237/204
Y3CMYK 0/14/34/0RGB 254/219/156
Y4 CMYK 0/21/51/0RGB 254/201/112
Y5CMYK 0/26/68/0RGB 254/184/71
Y6CMYK 0/35/85/10RGB 229/150/29
Y7CMYK 0/35/85/25RGB 190/124/24
Y8CMYK 0/35/85/40RGB 153/100/19
Y9CMYK 0/35/85/55RGB 114/75/15
Y10CMYK 0/35/85/70RGB 77/50/10
G1CMYK 0/1/2/5.5RGB 241/238/235
G2CMYK 0/2/4/11RGB 227/223/216
G3CMYK 0/3/9/22RGB 199/193/178
G4 CMYK 0/5/13/37RGB 161/153/136
G5CMYK 0/6/18/45RGB 140/132/111
G6CMYK 0/8/22/60RGB 102/94/76
G7CMYK 0/8/22/67RGB 83/77/63
G8CMYK 0/8/22/74RGB 65/60/49
G9CMYK 0/8/22/81RGB 48/44/35
G10CMYK 0/8/22/88RGB 30/28/23
Supportive Color Palette
Black*Pantone® Black 4 CCMYK 0/22/100/89RGB 28/22/1
WhiteCMYK 0/0/0/0RGB 255/255/255
SilverPantone® 8002 C
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
*100% Process Black may be substi-tuted in restrictive printing instances.
28
The New School typography consists oftwo typefaces: Adobe Garamond Pro(Adobe type foundary) and ITC FranklinGothic (ITC type foundary). Both typefacescome in a variety of weights and offer flexibility of use. Commitment to thesetypefaces will create a consistent and strong identity.
These typefaces should beused at all times. Contact thedirector of communications ifthere is a specific request notto use the specified typefaces.
Visual system
Typography
File Identifier [fonts folder]
Adobe Garamond Pro
Adobe Garamond Pro Regular
Adobe Garamond Pro Regular ItalicAdobe Garamond Pro SemiboldAdobe Garamond Pro Semibold ItalicAdobe Garamond Pro BoldAdobe Garamond Pro Bold Italic
ITC Franklin Gothic
ITC Franklin Gothic BookITC Franklin Gothic Book ItalicITC Franklin Gothic Book CondensedITC Franklin Gothic Book Condensed ItalicITC Franklin Gothic MediumITC Franklin Gothic Medium ItalicITC Franklin Gothic Medium CondensedITC Franklin Gothic Medium Condensed ItalicITC Franklin Gothic DemiITC Franklin Gothic Demi ItalicITC Franklin Gothic Demi CondensedITC Franklin Gothic Demi Condensed ItalicITC Franklin Gothic HeavyITC Franklin Gothic Heavy Italic
29
Image style plays a critical role in develop-ing a vivid and meaningful identity forThe New School.
The New School image style consists ofthree categories: textural, conceptual andjournalistic. All imagery should supportThe New School brand promise (see pageII).
The New School Personality
ActivistEclecticOpenStreet-smartArticulateCreativeCourageous
Visual system
Image style
Image drivers
Provoke dialogue and promote interdisciplinary thinking.
Reflect intellectual sophisticationand critical thinking.
Focus on that broader communityinteraction and involvement.
Leverage the cultural and intellectual richness of NewYork City.
TexturalRich, layered imagery, dynamic
cropping, diverse range of mediaand techniques
ConceptualDynamic cropping, natural lighting,
non-clichéd, not posed or con-trived, purposeful subject matter
JournalisticNatural lighting, dynamic cropping,
not staged or posed
30
The running dialogue is a key element of The New School visual system. It supports the concept of cross-disciplinarydialogue and thought—an important partof the identity.
The running dialogue can be used in twoways: as a graphic treatment or by runningschool logos together.
Running dialogue treatment
The running dialogue shouldalways use The New Schooltypefaces Adobe GaramondPro and ITC Franklin Gothic.Any size or weight combinationmay be used (see page 28).
The running dialogue shouldalways use The New Schoolcolor palette. Tints and overlaysare recommended when type isoverlapping (see page 26).
Visual system graphic elements
Running dialogue
31
The running school logos is a treatmentthat holds all eight of the school logostogether. Refer to the specifications at leftfor spacing. Where the running line bleedsoff on one side of a communications piece,it should resume where it ended on theotherside. This is the only instance wherethe school logos can be cropped at anypoint. The configuration of the stacking isdependent on the size and dimensions ofthe piece on which it is being applied.
Visual system graphic elements
Running school logos
File Identifier tns_running_logos[The New School running logos]
Example:tns_running_logos_4c_pos.eps
X72% of X
Sample
Construction
*See pages 47–49 for a completeexplanation of the file naming structure.
32
Use only the colors specified below whenrunning school logos.
The New School RedPantone® 1795 CCMYK 0/94/100/0RGB 255/19/0
The New School OrangePantone® 158 CCMYK 0/61/97/0RGB 255/99/9
The New School YellowPantone® 143 CCMYK 0/35/85/0RGB 254/166/32
SilverPantone® 8002 C
BlackPantone® Black 4 C*CMYK 0/22/100/89RGB 28/22/1
Visual system graphic elements
Colors: running school logos4-color, positive
The New School Orange, positive
4-color, reverse on black
The New School Red, reverse on The New School RedThe New School Red, positive
The New School Orange, reverse on The New School Orange
The New School Yellow, reverse on The New School Yellow
The New School Silver, reverse on Silver
The colors shown throughout thismanual have not been evaluated byPantone, Inc. for accuracy and maynot match the PANTONE ColorStandards. PANTONE® is a registeredtrademark of Pantone, Inc.
File Identifier 4C_pos [4-color, positive]4C_rev [4-color, reverse]B_pos [black, positive]B_rev [black, reverse]O_pos [orange, positive]O_rev [orange, reverse]R_pos [red, positive]R_rev [red, reverse]S_pos [silver, positive]S_rev [silver, reverse]Y_pos [yellow, positive]Y_rev [yellow, reverse]
Example:tns_running_logos_4c_pos.eps
*See pages 47–49 for a completeexplanation of the file naming structure.
*100% Process Black may be substi-tuted in restrictive printing instances.
Tint on Black
The New School Yellow, positive
Silver, positive
Black, positive
Introduction
Applications
The New School visual identity will cometo life on the materials we use to commu-nicate. These include stationery, signage,marketing materials and other media.Correct and consistent use of the visualsystem will be the determining factor for asuccessful identity.
This section provides sample layouts andmechanicals that illustrate how all of thevisual elements come together to create adistinct New School identity.
33
34
Letterhead
Application templates and demonstrations
University stationery
File Identifier tns_university_letterhead.eps[The New School university letterhead]
*See pages 47–49 for a completeexplanation of the file naming structure.
66 West 12th Street New York, NY 10011
t 212.229.5656 f 212.229.5937 bkerrey@newschool.edu
www.newschool.edu
Bob Kerrey President
September 2, 2004
John SmithStreet City, State ZIP CodeCountry
Dear John,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nislut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Sincerely,
Bob Kerrey
FOR GENERAL STUDIES FOR SOCIAL RESEARCH MILANO FOR MANAGEMENT AND URBAN POLICY PARSONS FOR DESIGN EUGENE LANG COLLEGE FOR LIBERAL ARTS MANNES COLLEGE FOR MUSIC FOR DRAMA FOR JAZZ AND CONTEMPORARY MUSIC
2.65” 0.5”1”
0.25”
1.25”1.25”
Format8.5" x 11"Shown at 65% of actual size.
Running school logosSee page 31 for specifications.Colors: Pantone® 1795 C,Pantone® 158 C, Pantone®143 C, and Pantone® 404 C.
University logoColor: Pantone® 404 C at 45%.
Return addressTypeface: Adobe Garamond Pro RegularSize: 8.5/10.5 ptColor: Pantone® 404 C
Template
Body CopyTimes 11/13 pt
35
Business card
Format3.5" x 2"Shown at 100% of actual size.
Front
University logoColor: Pantone® 158 C
Contact informationTypeface: Adobe Garamond Pro RegularSize: 8.5/10.5 ptColor: Pantone® 404 C
Back
Running school logosSee pages 31-32 for specifications.Color: gradation of Pantone®158 C to Pantone® 143 C toPantone® 1795 C
Application templates and demonstrations
University stationery
File Identifier tns_university_businesscard.eps[The New School university business card]
0.25”
0.25”
2.65”
0.75”
55 West 13th Street, Rm 703 New York, NY 10011
t 212.229.5667 x3738 f 212.229.5568 donnern@newschool.edu
www.newschool.edu
Nancy Donner Vice President for Communications and External Affairs
x
0.75”
*See pages 47–49 for a completeexplanation of the file naming structure.
36
Envelope and mailing label
Envelope
FormatNumber 10Shown at 100% of actual size.
University logoColor: Pantone® 404 C at 45%
Return addressTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
Mailing Label
Format5" x 4"Shown at 100% of actual size.
University logoColor: Pantone® 143 C
Return addressTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
Application templates and demonstrations
University stationery
File Identifier tns_university_envelope[The New School universityenvelope]
tns_university_label[The New School universitymailing label]
Office of Admissions and Student Services66 West 12th Street New York, NY 10011
John SmithStreet City, State ZIP CodeCountry
John SmithStreet City, State ZIP CodeCountry
66 West 12th Street New York, NY 10011
2.65”
0.20” 1”
0.25”0.075”
0.75”
0.25”
0.75”
*See pages 47–49 for a completeexplanation of the file naming structure.
37
Fax sheet
Format8.5" x 11"Shown at 65% of actual size.
Running school logosSee pages 31-32 for specifications.Color: Black
University logoColor: Black
Return addressTypeface: Adobe Garamond Pro RegularSize: 8.5/10.5 ptColor: Black
Form fieldsTypeface: ITC Franklin GothicBook CondensedStroke: 0.375 ptSize: 9/13 ptColor: Black
FaxTypeface: ITC Franklin GothicBook CondensedSize: 18/13 ptColor: Black
Application templates and demonstrations
University stationery
File Identifier tns_university_fax.eps[The New School university faxsheet]
2.65”1” 0.35”
0.35”
0.35”0.075”
0.35”
0.35”
0.8”
1.25”
1.25”
1.35”
66 West 12th Street New York, NY 10011
t 212.229.5656 f 212.229.5937 www.newschool.edu
To
Company
From
Subject
FOR GENERAL STUDIES FOR SOCIAL RESEARCH MILANO FOR MANAGEMENT AAND URBAN POLICY PARSONS FOR DESIGN EUGENE LANG COLLEGE FOR LIBERAL ARTS MANNES COLLEGE FOR MUSIC FOR DRAMA FOR JAZZ AND CONTEMPORARY MUSIC
Date
Number of pages
Project
Fax number
Fax
*See pages 47–49 for a completeexplanation of the file naming structure.
38
Letterhead
Format8.5" x 11"Shown at 65% of actual size.
School logoColors: Pantone 1795 Cand Pantone® 404 C
Return addressTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
Running school logosSee pages 31-32 for specifications.Color: Pantone® 404 C (markat 45%, school and descriptornames at 30%).
Template
Body copyTimes 11/13 pt
Application templates and demonstrations
School stationery
File Identifier tns_drama_letterhead.epstns_general_letterhead.epstns_jazz_letterhead.epstns_lang_letterhead.epstns_mannes_letterhead.epstns_milano_letterhead.epstns_parsons_letterhead.epstns_social_letterhead.eps
1”
0.25”
0.25”
1.15”
0.1”
0.2”
September 2, 2004
John SmithStreetCity, State ZIP CodeCountry
Dear John,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrudexerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nislut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Sincerely,
Bob Kerrey
FOR GENERAL STUDIES FOR SOCIAL RESEARCH MILANO FOR MANAAGEMENT AND URBAN POLICY PARSONS FOR DESIGN EUGENE LANG COLLEGE FOR LIBERAL ARTS MANNES COLLEGE FOR MUSIC FOR DRAMA FOR JAZZ AND CONTEMPORARY MUSIC
66 West 12th Street New York, NY 10011
t 212.123.4567 f 212.123.4567
www.newschool.edu
FOR LIBERAL ARTSEUGENE LANG COLLEGE
*See pages 47–49 for a completeexplanation of the file naming structure.
39
Business card
Format3.5" x 2"Shown at 100% of actual size.
Front
School logoColor: Pantone® 158 C andPantone® 404
Contact informationTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
Back
Running school logosSee pages 31-32 for specifications.Color: Pantone® 158 C
Application templates and demonstrations
School stationery
File Identifier tns_drama_businesscard.epstns_general_businesscard.epstns_jazz_businesscard.epstns_lang_businesscard.epstns_mannes_businesscard.epstns_milano_businesscard.epstns_parsons_businesscard.epstns_social_businesscard.eps
0.25”
0.25”
0.14”
0.14”0.07”
0.75”
Julian Casanova Professor of Sociology & Historical Studies
Committee on Historical Studies
80 Fifth Ave. Rm 513 New York, NY 10011
t 212.229.5901 x4911 f 212.123.4567 casanovj@newschool.edu
www.newschool.edu
ORORFOFOORORFOFO GENERALGENERALGENERAGENERA STUDIESSTUDIESSS
ORORFOFO SOCIALSOCIAL RREESSEEAAAARRRRCHCHCH MICH MILLANAN OROR MANAGEMANAGEEMENTEMENT ANDANDDD UURRBBANAN PPOLIOLIOLIOLICCCCYYYY PPPPAAPPAAPPPP RRRRSSSSONON OROR DESIGNDESIGNNN UGENEUGENEEUGENE EUGENE LLLLANANANANNGNG COLLEGCOLLEG OROROROR LLLIBELIBERRALALAA AARRTTSS MANNMANNEESS COLLEGCOLLEG
OROR MUSICMUSIC OROR DDRRAMA AMA FORFOR JJAAZZZZ ANANNDND CONTEMCONTEMPPOORRARYARY MUSICMUSIC
0.75”
x
*See pages 47–49 for a completeexplanation of the file naming structure.
40Application templates and demonstrations
Envelope and mailing label
Envelope
FormatNumber 10Shown at 100% of actual size.
School logoColor: Pantone® 1795 andPantone® 404 C
Return addressTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
Mailing Label
Format5" x 4" Shown at 100% of actual size.
School logoColor: Pantone® 143 andPantone® 404 C
Return addressTypeface: Adobe Garamond Pro Regular Size: 8.5/10.5 ptColor: Pantone® 404 C
School stationery
File Identifier tns_drama_envelope.epstns_general_envelope.epstns_jazz_envelope.epstns_lang_envelope.epstns_mannes_envelope.epstns_milano_envelope.epstns_parsons_envelope.epstns_social_envelope.eps
tns_drama_label.epstns_general_label.epstns_jazz_label.epstns_lang_label.epstns_mannes_label.epstns_milano_label.epstns_parsons_label.epstns_social_label.eps
0.20” 1”
0.25”
0.65”
0.15”
John SmithStreet City, State ZIP CodeCountry
FOR LIBERAL ARTSEUGENE LANG COLLEGE
JohnStreet NameCity, State ZIP CodeCountry
66 West 12th Street New York, NY 10011
FOR LIBERAL ARTSEUGENE LANG COLLEGE
Office of the Registrar65 Fifth Avenue New York, NY 10003
0.075”
*See pages 47–49 for a completeexplanation of the file naming structure.
41
Fax sheet
Format8.5" x 11"Shown at 65% of actual size.
School logosColor: Black
Return addressTypeface: Adobe Garamond Pro RegularSize: 8.5/10.5 ptColor: Black
Form fieldsTypeface: ITC Franklin GothicBook CondensedStroke: 0.375 ptSize: 9/13 ptColor: Black
FaxTypeface: ITC Franklin GothicBook CondensedSize: 18/13 ptColor: Black
Application templates and demonstrations
School stationery
File Identifier tns_school_fax.eps[school fax template,substitute the school logo asappropriate.]
1” 0.35”
0.35”
0.35”0.075”
0.35”
0.35”
0.8”
2.5”
66 West 12th Street New York, NY 10011
t 212.229.5656 f 212.229.5937 www.newschool.edu
To
Company
From
Subject
Date
Number of pages
Project
Fax number
Fax
1.15”
0.15”FOR LIBERAL ARTSEUGENE LANG COLLEGE
*See pages 47–49 for a completeexplanation of the file naming structure.
42
This prototype is an example of how The New School visual system comestogether when creating communicationsmaterials.
Photography, typography and color all playa part in creating a unified look and feelfor The New School.
NewsletterFormat: 11" x 17"Shown at 55% of actual size.
This prototype is for demon-stration only and should notbe used as final work.
Application templates and demonstrations
Newsletter
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San utatue commy numsan ut in et nostie venibh ea feu faccummy nisismod mincilla alismod olumsan veros nim amet, ver si. Del dolute dolobor peraess equipisim quatio et adigna feugue magna faccum digniat. San utatue commy numsan ut in et nostie venibh ea feu faccummy nisismod mincilla alismod olumsan veros nim amet, ver si. San utatue commy numsan ut in et nostie venibh ea feu faccummy nisismod mincilla alismod olumsan veros nim amet, ver si.
Hendre dignim volum dolenim nim inci te min ute dit lamet, commy numsan ullamcon eugait lan hent iuscin hendigna feu faci blamet iriliqu issequat ip erit diam, commy nullaor inim zzriureet, velissecte delisi.
It in exerat volut dio od tem quatiniam, quate magnim acilit prat. Ut veliquisis dolore commodolorem eugait aciduip suscipi scillam vendrerosto ea commolummod tie velis num quis niam. Feu faccummy nisismod mincilla alismod olumsan veros nim amet, ver si.
Women & Th e Vote With polls showing more women than men undecided in this year’spresidential race, both parties are wooing female voters - especially young women, single women, and those who have never voted.
OurVoiceFall 2004 | Volume 7 | Lang College Th e New School for Liberal Arts
Inside
Women& Th e VoteCilisci te vel doluptat.Landio do conullan eu faccum ipisi.
Front page
ExchangeProgramin IndiaCilisci te vel doluptat.Landio do conullan eu faccum ipisi.
Front page
Alumni NewsCilisci te vel doluptat.Landio do conullan eu faccum ipisi. Page 2
Student VoiceCilisci te vel doluptat.Landio do conullan eu faccum ipisi. Page 3
Oborero et eum ex etue ma-nis nit wis acil ilit praesequi bla am del ulputet ationsed dolore dolor sumsandre volendrem ea feum zzrilit lamcor il doloboreros adit lum alit inibh et ipsumsan hendre dio od mod.
Tet, corem velenim veniam, sequisl do ent lore er am adit at. Ed dolorperit la faciliq uiscil dignim vulput.
Elis aute tem il eugait utatum-mod ea feum diamcore min vulla facinit et inissequam alit ex ea augue commod eugiat dolorerostie et, vel et nos-tisi. Raessi. Vullan hendiam, quipsustrud magnim quis ad ero dolorti onsequat wis ad dolorperit esse del ulput acin etue eugait lut lor init volup-tat. Ut nos nis alis nismolore vel in volenim iusto ex et ulla
Exchange Program in India
Photography by John Smith
1 Quat aut lor si ex ex esequat
nummy niamet ipit utat praesed
modio con ullam volortionsed enit
ad te tat ad delit la feuis erat.
FOR LIBERAL ARTSEUGENE LANG COLLEGE
43
This prototype is an example of how The New School visual system comestogether when creating communicationsmaterials.
In cases like the diploma where it’s importantto show a premium look and feel, specialprinting techniques and metallic silver can be used.
Typography, graphic elements, typographyand color all play a part in creating a uni-fied look and feel for The New School.
This prototype is for demon-stration only and should notbe used as final work.
Application templates and demonstrations
Diploma
44
Flags and blades are an important and veryvisible part of The New School identity andsignage system.
These prototypes show how the system canwork in both university and school signage.The use of the mark as a textural elementcreates depth and interest in the universitybanner. The use of bleeding also creates tension and movement in the school banner.
These prototypes are fordemonstration only and shouldnot be used as final work.
Application templates and demonstrations
Flags & blades
University Flag School Blade
45
The environment is a perfect medium forThe New School identity. Its basis in “graffiti” allows The New School identityto literally become part of New York City.
Demonstrations at left show how the identity can be applied to key pointsaround the university for greatest impact.
These prototypes are fordemonstration only and shouldnot be used as final work.
Application templates and demonstrations
Environmental graphics
46
This prototype is an example of how The New School visual system comestogether when creating communicationsmaterials.
Photography, typography and color all playa part in creating a unified look and feelfor The New School.
These examples, in particular, demonstratethe layering of running dialogue texturecombined with very strong conceptualimagery.
These prototypes are fordemonstration only and shouldnot be used as final work.
Application templates and demonstrations
View book
47
Use this naming convention guide to selectthe appropriate logo for reproduction.
The EPS logos include both The NewSchool mark (as an embedded bitmap TIFfile) and accompanying school anddescriptor names in vector artwork. EPSfiles can be imported into or openedthrough page layout and illustration soft-ware such as QuarkXPress, Illustrator orPhotoshop. The EPS logos should be usedfor high-resolution print applications.
Application templates and demonstrations
File naming structure
tns_lang_left_R_pos.epspositivereversed
posrev
Adobe Illustrator®8.0 eps file.eps
left statemid stateright state
leftmidright
redorangeyellowblackwhitesilver
ROYBWS
dramageneraljazzlangmannesmilanoparsonssociallogorunning_logos
school logos
university logorunning logos
the new schooltns
48File directory
The New Schoolfor General Studies
tns_general_left_R_pos.epstns_general_mid_R_pos.epstns_general_right_R_pos.epstns_general_left_R_rev.epstns_general_mid_R_rev.epstns_general_right_R_rev.eps
tns_general_left_O_pos.epstns_general_mid_O_pos.epstns_general_right_O_pos.epstns_general_left_O_rev.epstns_general_mid_O_rev.epstns_general_right_O_rev.eps
tns_general_left_Y_pos.epstns_general_mid_Y_pos.epstns_general_right_Y_pos.epstns_general_left_Y_rev.epstns_general_mid_Y_rev.epstns_general_right_Y_rev.eps
tns_general_left_B_pos.epstns_general_mid_B_pos.epstns_general_right_B_pos.epstns_general_left_B_rev.epstns_general_mid_B_rev.epstns_general_right_B_rev.eps
tns_general_left_Btint_pos.epstns_general_mid_Btint_pos.epstns_general_right_Btint_pos.epstns_general_left_Btint_rev.epstns_general_mid_Btint_rev.epstns_general_right_Btint_rev.eps
tns_general_left_W_rev.epstns_general_mid_W_rev.epstns_general_right_W_rev.eps
University Logos
The New Schoolfor Social Research
tns_social_left_R_pos.epstns_social_mid_R_pos.epstns_social_right_R_pos.epstns_social_left_R_rev.epstns_social_mid_R_rev.epstns_social_right_R_rev.eps
tns_social_left_O_pos.epstns_social_mid_O_pos.epstns_social_right_O_pos.epstns_social_left_O_rev.epstns_social_mid_O_rev.epstns_social_right_O_rev.eps
tns_social_left_Y_pos.epstns_social_mid_Y_pos.epstns_social_right_Y_pos.epstns_social_left_Y_rev.epstns_social_mid_Y_rev.epstns_social_right_Y_rev.eps
tns_social_left_B_pos.epstns_social_mid_B_pos.epstns_social_right_B_pos.epstns_social_left_B_rev.epstns_social_mid_B_rev.epstns_social_right_B_rev.eps
tns_social_left_Btint_pos.epstns_social_mid_Btint_pos.epstns_social_right_Btint_pos.epstns_social_left_Btint_rev.epstns_social_mid_Btint_rev.epstns_social_right_Btint_rev.eps
tns_social_left_W_rev.epstns_social_mid_W_rev.epstns_social_right_W_rev.eps
Milano The New School for Management and Urban Policy
tns_milano_left_R_pos.epstns_milano_mid_R_pos.epstns_milano_right_R_pos.epstns_milano_left_R_rev.epstns_milano_mid_R_rev.epstns_milano_right_R_rev.eps
tns_milano_left_O_pos.epstns_milano_mid_O_pos.epstns_milano_right_O_pos.epstns_milano_left_O_rev.epstns_milano_mid_O_rev.epstns_milano_right_O_rev.eps
tns_milano_left_Y_pos.epstns_milano_mid_Y_pos.epstns_milano_right_Y_pos.epstns_milano_left_Y_rev.epstns_milano_mid_Y_rev.epstns_milano_right_Y_rev.eps
tns_milano_left_B_pos.epstns_milano_mid_B_pos.epstns_milano_right_B_pos.epstns_milano_left_B_rev.epstns_milano_mid_B_rev.epstns_milano_right_B_rev.eps
tns_milano_left_Btint_pos.epstns_milano_mid_Btint_pos.epstns_milano_right_Btint_pos.epstns_milano_left_Btint_rev.epstns_milano_mid_Btint_rev.epstns_milano_right_Btint_rev.eps
tns_milano_left_W_rev.epstns_milano_mid_W_rev.epstns_milano_right_W_rev.eps
Parsons The New Schoolfor Design
tns_parsons_left_R_pos.epstns_parsons_mid_R_pos.epstns_parsons_right_R_pos.epstns_parsons_left_R_rev.epstns_parsons_mid_R_rev.epstns_parsons_right_R_rev.eps
tns_parsons_left_O_pos.epstns_parsons_mid_O_pos.epstns_parsons_right_O_pos.epstns_parsons_left_O_rev.epstns_parsons_mid_O_rev.epstns_parsons_right_O_rev.eps
tns_parsons_left_Y_pos.epstns_parsons_mid_Y_pos.epstns_parsons_right_Y_pos.epstns_parsons_left_Y_rev.epstns_parsons_mid_Y_rev.epstns_parsons_right_Y_rev.eps
tns_parsons_left_B_pos.epstns_parsons_mid_B_pos.epstns_parsons_right_B_pos.epstns_parsons_left_B_rev.epstns_parsons_mid_B_rev.epstns_parsons_right_B_rev.eps
tns_parsons_left_Btint_pos.epstns_parsons_mid_Btint_pos.epstns_parsons_right_Btint_pos.epstns_parsons_left_Btint_rev.epstns_parsons_mid_Btint_rev.epstns_parsons_right_Btint_rev.eps
tns_parsons_left_W_rev.epstns_parsons_mid_W_rev.epstns_parsons_right_W_rev.eps
The New School mark
tns_mark_left_R_pos.epstns_mark_mid_R_pos.epstns_mark_right_R_pos.eps
tns_mark_left_O_pos.epstns_mark_mid_O_pos.epstns_mark_right_O_pos.eps
tns_mark_left_Y_pos.epstns_mark_mid_Y_pos.epstns_mark_right_Y_pos.eps
tns_mark_left_B_pos.epstns_mark_mid_B_pos.epstns_mark_right_B_pos.eps
tns_mark_left_W_rev.epstns_mark_mid_W_rev.epstns_mark_right_W_rev.eps
tns_mark_left_S_pos.epstns_mark_mid_S_pos.epstns_mark_right_S_pos.eps
School Logos
The New School university logo
tns_logo_left_R_pos.epstns_logo_mid_R_pos.epstns_logo_right_R_pos.epstns_logo_R_pos.eps
tns_logo_left_O_pos.epstns_logo_mid_O_pos.epstns_logo_right_O_pos.epstns_logo_O_pos_small.eps
tns_logo_left_Y_pos.epstns_logo_mid_Y_pos.epstns_logo_right_Y_pos.epstns_logo_Y_pos_small.eps
tns_logo_left_B_pos.epstns_logo_mid_B_pos.epstns_logo_right_B_pos.epstns_logo_B_pos_small.eps
tns_logo_left_W_rev.epstns_logo_mid_W_rev.epstns_logo_right_W_rev.epstns_logo_W_pos_small.eps
tns_logo_left_S_pos.epstns_logo_mid_S_pos.epstns_logo_right_S_pos.epstns_logo_S_pos_small.eps
49File directory
Mannes CollegeThe New School for Music
tns_mannes_left_R_pos.epstns_mannes_mid_R_pos.epstns_mannes_right_R_pos.epstns_mannes_left_R_rev.epstns_mannes_mid_R_rev.epstns_mannes_right_R_rev.eps
tns_mannes_left_O_pos.epstns_mannes_mid_O_pos.epstns_mannes_right_O_pos.epstns_mannes_left_O_rev.epstns_mannes_mid_O_rev.epstns_mannes_right_O_rev.eps
tns_mannes_left_Y_pos.epstns_mannes_mid_Y_pos.epstns_mannes_right_Y_pos.epstns_mannes_left_Y_rev.epstns_mannes_mid_Y_rev.epstns_mannes_right_Y_rev.eps
tns_mannes_left_B_pos.epstns_mannes_mid_B_pos.epstns_mannes_right_B_pos.epstns_mannes_left_B_rev.epstns_mannes_mid_B_rev.epstns_mannes_right_B_rev.eps
tns_mannes_left_Btint_pos.epstns_mannes_mid_Btint_pos.epstns_mannes_right_Btint_pos.epstns_mannes_left_Btint_rev.epstns_mannes_mid_Btint_rev.epstns_mannes_right_Btint_rev.eps
tns_mannes_left_W_rev.epstns_mannes_mid_W_rev.epstns_mannes_right_W_rev.eps
The New School for Drama
tns_drama_left_R_pos.epstns_drama_mid_R_pos.epstns_drama_right_R_pos.epstns_drama_left_R_rev.epstns_drama_mid_R_rev.epstns_drama_right_R_rev.eps
tns_drama_left_O_pos.epstns_drama_mid_O_pos.epstns_drama_right_O_pos.epstns_drama_left_O_rev.epstns_drama_mid_O_rev.epstns_drama_right_O_rev.eps
tns_drama_left_Y_pos.epstns_drama_mid_Y_pos.epstns_drama_right_Y_pos.epstns_drama_left_Y_rev.epstns_drama_mid_Y_rev.epstns_drama_right_Y_rev.eps
tns_drama_left_B_pos.epstns_drama_mid_B_pos.epstns_drama_right_B_pos.epstns_drama_left_B_rev.epstns_drama_mid_B_rev.epstns_drama_right_B_rev.eps
tns_drama_left_Btint_pos.epstns_drama_mid_Btint_pos.epstns_drama_right_Btint_pos.epstns_drama_left_Btint_rev.epstns_drama_mid_Btint_rev.epstns_drama_right_Btint_rev.eps
tns_drama_left_W_rev.epstns_drama_mid_W_rev.epstns_drama_right_W_rev.eps
The New School for Jazz and Contemporary Music
tns_jazz_left_R_pos.epstns_jazz_mid_R_pos.epstns_jazz_right_R_pos.epstns_jazz_left_R_rev.epstns_jazz_mid_R_rev.epstns_jazz_right_R_rev.eps
tns_jazz_left_O_pos.epstns_jazz_mid_O_pos.epstns_jazz_right_O_pos.epstns_jazz_left_O_rev.epstns_jazz_mid_O_rev.epstns_jazz_right_O_rev.eps
tns_jazz_left_Y_pos.epstns_jazz_mid_Y_pos.epstns_jazz_right_Y_pos.epstns_jazz_left_Y_rev.epstns_jazz_mid_Y_rev.epstns_jazz_right_Y_rev.eps
tns_jazz_left_B_pos.epstns_jazz_mid_B_pos.epstns_jazz_right_B_pos.epstns_jazz_left_B_rev.epstns_jazz_mid_B_rev.epstns_jazz_right_B_rev.eps
tns_jazz_left_Btint_pos.epstns_jazz_mid_Btint_pos.epstns_jazz_right_Btint_pos.epstns_jazz_left_Btint_rev.epstns_jazz_mid_Btint_rev.epstns_jazz_right_Btint_rev.eps
tns_jazz_left_W_rev.epstns_jazz_mid_W_rev.epstns_jazz_right_W_rev.eps
University Stationery
tns_university_businesscard.epstns_university_envelope.epstns_university_label.epstns_university_letterhead.epstns_university_fax.eps
School Stationery
tns_drama_businesscard.epstns_drama_envelope.epstns_drama_label.epstns_drama_letterhead.eps
tns_general_businesscard.epstns_general_envelope.epstns_general_label.epstns_general_letterhead.eps
tns_running_logos_4c_pos.epstns_running_logos_4c_rev.epstns_running_logos_B_pos.epstns_running_logos_B_rev.epstns_running_logos_O_pos.epstns_running_logos_O_rev.epstns_running_logos_R_pos.epstns_running_logos_R_rev.epstns_running_logos_S_pos.epstns_running_logos_S_rev.epstns_running_logos_Y_pos.epstns_running_logos_Y_rev.eps
Eugene Lang CollegeThe New School for Liberal Arts
tns_lang_left_R_pos.epstns_lang_mid_R_pos.epstns_lang_right_R_pos.epstns_lang_left_R_rev.epstns_lang_mid_R_rev.epstns_lang_right_R_rev.eps
tns_lang_left_O_pos.epstns_lang_mid_O_pos.epstns_lang_right_O_pos.epstns_lang_left_O_rev.epstns_lang_mid_O_rev.epstns_lang_right_O_rev.eps
tns_lang_left_Y_pos.epstns_lang_mid_Y_pos.epstns_lang_right_Y_pos.epstns_lang_left_Y_rev.epstns_lang_mid_Y_rev.epstns_lang_right_Y_rev.eps
tns_lang_left_B_pos.epstns_lang_mid_B_pos.epstns_lang_right_B_pos.epstns_lang_left_B_rev.epstns_lang_mid_B_rev.epstns_lang_right_B_rev.eps
tns_lang_left_Btint_pos.epstns_lang_mid_Btint_pos.epstns_lang_right_Btint_pos.epstns_lang_left_Btint_rev.epstns_lang_mid_Btint_rev.epstns_lang_right_Btint_rev.eps
tns_lang_left_W_rev.epstns_lang_mid_W_rev.epstns_lang_right_W_rev.eps
Running School Logos
Stationery
tns_jazz_businesscard.epstns_jazz_envelope.epstns_jazz_label.epstns_jazz_letterhead.eps
tns_lang_businesscard.epstns_lang_envelope.epstns_lang_label.epstns_lang_letterhead.eps
tns_mannes_businesscard.epstns_mannes_envelope.epstns_mannes_label.epstns_mannes_letterhead.eps
tns_milano_businesscard.epstns_milano_envelope.epstns_milano_label.epstns_milano_letterhead.eps
tns_parsons_businesscard.epstns_parsons_envelope.epstns_parsons_label.epstns_parsons_letterhead.eps
tns_social_businesscard.epstns_social_envelope.epstns_social_label.epstns_social_letterhead.eps
tns_school_fax.eps
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