brand guidelines - gardner-webb...
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LOGO USE GUIDELINES
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BRAND GUIDELINESPUBLISHED ON FEBRUARY 17, 2014
LOGO USE GUIDELINES
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LOGO USAGE GUIDELINES
GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17, 2014 14
LOGO USAGE GUIDELINES
The Gardner-Webb logo is the centerpiece of the University's visual identity. Consistent usage of the logo and its supporting elements across all marketing and communications materials is extremely important. When done properly, adherence to these guidelines will improve brand recognition, and strengthen the overall perception of the University.
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LOGO VARIATIONS
PRIMARY VERTICAL LOGOThe logo treatment below (stacked, centered and shaded) is the default, primary logo treatment for Gardner-Webb University. Use this logo treatment whenever possible. Only under certain circumstances should one stray from this treatment. Alternate treatments for these circumstances are provided to the right.
HORIZONTAL LOGO The alternate Gardner-Webb logo is the horizontal shaded version. This lockup should only be used when there is not enough space for the vertical lockup or the logo is left-aligned on a page.
LOGO ON COLORED BACKGROUNDSWhen the logo is on a black background, the shaded logo should be used with white text. When the logo is on a colored background, it should be in the 1C white version (see example below). The logo should not appear on any background color other than the primary colors, or the dark red or dark orange from the secondary colors.
GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17, 2014 16
ALTERNATE LOGOS
The Gardner-Webb primary logo is the preferred default logo. However, there are certain instances when an alternate logo is necessary. These instances are described in the section to the right. 1C BLACK & 1C WHITE
Should only be used for a one color print job or when the logo needs to be knocked out on a colored background.
2C BLACK AND REDShould only be used for a 2 color print job.
4C FLATShould only be used when a gradient cannot be printed.
SHADED BWShould only be used when copying or printing with a black and white printer.
GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17, 2014 17
LOGO USAGE GUIDELINES
PLACEMENTThe Gardner-Webb logos are central to the University’s visual identity and should be used on all communications and branding materials within the organization, including official university documents, branding collateral, marketing materials, stationery, business cards and on the website. Using the logo in a consistent manner will enhance the recognition of the logo within the community. Do not alter the logo in any way, including changing the type, the spacing, the size of the mark or adding outlines or embellishments.
CLEAR SPACE REQUIREMENTSTo ensure the impact and integrity of the mark, a certain amount of white space is required around the logo on all sides. A space of ‘x’ (marked in the example provided), which is measured from the height of the logotype, should be given on all sides of the logo.
SIZE AND PROPORTIONThe Gardner-Webb logos must always be scaled proportionally, so that they do not stretch either vertically or horizontally. The vertical logo must also always be at least 1 inch wide on any print form. The horizontal logo must be at least 1.5 inches wide on any print form.
1 INCH 1.5 INCH
x
x
x
x
GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17, 2014 18
UNACCEPTABLE LOGO TREATMENTS
DO NOT STRETCH
DO NOT ADD A STROKE
DO NOT ALTER SPACING
DO NOT DISTORT
DO NOT ADD A DROP SHADOW
DO NOT MAKE NEW SHAPES
DO NOT CHANGE THE TYPEFACE
DO NOT PLACE ON A NON-GWU COLOR
DO NOT ADD PHOTOS OR GRAPHICS
GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17, 2014 19
LOGO TREATMENT ON PHOTOGRAPHY
When using the logo on top of a photograph, the area of the photo behind the logo should be burned. This requires a very soft-edged darkening the area that the logo will sit on. This is different than adding a drop shadow or solid black box, neither of which are acceptable.
The logo should be placed on a part of the photograph that is not busy. Burning should look natural, not manufactured or forced.
IMPROPER LOGO TREATMENT
PROPER LOGO TREATMENT
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UNIVERSITY SEAL
The Gardner-Webb University seal is, and always will be, an important part of the Gardner-Webb brand. Use of the seal indicates institutional sanction for official, legal, and ceremonial purposes, and should be reserved for these special uses. If you would like to request use of the seal, contact University Marketing or Communications.
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BULLDOG
The Gardner-Webb Runnin’ Bulldog logo is only used for athletic-related materials unless special permission is requested and approved.
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BRAND ARCHITECTURE
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BRAND ARCHITECTURE
Brand architecture is a top-level plan to manage the relationship between an institution’s brand, sub-brands, campaign brands and partner brands. Done well, brand architecture helps guide the various entities within an organization in the creation and governance of a brand’s visual elements.
What Brand Architecture does for Gardner-Webb:• It reinforces the Gardner-Webb brand by encouraging consistency across individual
university departments.• It extends the virtues associated with the Gardner-Webb brand to all Gardner-Webb
departments – establishing and building value in each.• It simplifies Gardner-Webb’s communications – both internal and external – and bolsters
the viewer’s perception of the university.
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VISUAL ARCHITECTURE
CORE INSTITUTION BRANDThe core institution brand represents Gardner-Webb University as a whole. Use only the primary vertical logo, or its horizontal counterpart, displayed below. The vertical logo is preferred if the design allows. Otherwise, use the horizontal logo.
PRIMARY SUB-BRANDSDonor-Sponsored Logos and School LogosUse the primary sub-brands for donor-sponsored logos and school logos. Made up of the donor-sponsored logo or school logo, these logos pair with the Gardner-Webb wordmark. Never break the logos apart or use them beside core institution brand logos.
SECONDARY SUB-BRANDSDepartments/Programs/ClubsUse secondary sub-brands for departments, programs and clubs. To differentiate between each, use the appropriate font weight and color for each entity:
Departments: Avenir LT Std Heavy, orange. Programs: Avenir LT Std Medium, dark orange. Clubs: Avenir LT Std Light, dark red.
Never place these logos beside the core institution brand logos.
GODBOLDSCHOOL BUSINESS
MASTER WEALTH and TRUST MANAGEMENT PROGRAM
LOGO USE GUIDELINES
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COLOR
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PRIMARY COLORS
Color helps aid in creating a cohesive brand by developing a consistent look and feel. Gardner-Webb has a primary color palette of red and black and a secondary color palette of dark red, dark orange, orange and yellow that supports the Gardner-Webb primary color palette.
PRIMARY COLOR PALETTEGardner-Webb’s colors of red and black comprise the Gardner-Webb primary color palette.
SECONDARY COLOR PALETTEGardner-Webb’s secondary palette is made up of warm colors, including dark red, dark orange, orange and yellow. These colors should be used as supporting colors to the primary black and red. They can be used liberally, yet not heavy-handed, to provide a bit of energy and variety to designed materials.
CMYK 0,91,72,23RGB 191,47,56HEX BF2F37
PANTONE 187
CMYK 22,100,100,18RGB 167,30,34HEX A71D21
CMYK 0,80,100,0RGB 241,90,34HEX F05A22
CMYK 0,58,100,0RGB 246,134,31HEX F5851F
CMYK 0,36,100,0RGB 251,173,24HEX FBAD17
CMYK 0,0,0,100RGB 35,31,32HEX 000000
PANTONE PROCESS BLACK
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COMPLEMENTARY COLORS
COMPLEMENTARY COLOR PALETTEThe complementary colors may be used very sparingly and primarily as accent colors that call the viewer’s eye to important information like calls-to-action. Typography should not be set in these colors. They should not be used as large fields of color. None of the complementary colors may be used on or behind the Gardner-Webb logo.
NEUTRAL COLOR PALETTEThe neutral color palette consists of cool grays and should only be used primarily as background color and for typography.
COLOR USAGE GUIDELINEColors should be used in the proper ratio. Primary colors are most prominent, followed by secondary colors. Neutral colors should be background supporting colors. Complementary colors should be used sparingly.
CMYK 100,60,0,0RGB 0,102,179HEX 0066B2
CMYK 0,0,0,10RGB 230,231,232HEX E6E7E8
CMYK 100,94,35,45RGB 21,28,73HEX 151B48
CMYK 0,0,0,40RGB 167,169,172HEX A7A9AB
CMYK 58,100,11,6RGB 126,37,125HEX 7E247C
CMYK 0,0,0,80RGB 88,89,91HEX 58585B
CMYK 72,100,30,33RGB 79,25,84HEX 4F1854
CMYK 0,0,0,90RGB 65,64,66HEX 404041
40% PRIMARY 30% SECONDARY 20% NEU. 10% COM.
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COLOR USAGE EXAMPLES
When applying various color palettes to Gardner-Webb brand materials, balance the use of each against another in a proper ratio. Primary colors are most prominent, followed by secondary colors. Employ complementary colors sparingly as a way to draw the viewer’s eye to important information like calls-to-action. Use the neutral color palette for background colors and for typography.
PROPER COLOR USAGE IMPROPER COLOR USAGE
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PATTERNS
Use patterned backgrounds to accent branded materials. These help add texture and interest to the design in a subtle and sophisticated way that references the curves of the Gardner-Webb flame. There are three versions: black, red and orange.
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PATTERN USAGE GUIDELINES
The diagram below shows where to crop the pattern for different materials.
1. When using the pattern on a 8.5x11 piece of paper or other rectangular printed material, begin cropping in the upper left-hand corner of the pattern document. Example: folders, ads, etc.
2. When using a long strip of the pattern, begin cropping where the flames intersect. The curve of the flame will help guide the viewer’s eye. Example: envelope, business cards, etc.
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SUPERGRAPHICS
Use supergraphics strictly with university-wide communications and marketing efforts. Do not apply them to materials from individual schools, programs, departments or events.
LOGO USE GUIDELINES
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TYPOGRAPHY
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PRIMARY TYPOGRAPHY
In order to create and maintain a consistent look throughout all Gardner-Webb’s materials, the same families and styles of typography should be used at all times.
PRIMARY TYPEFACEThe primary typeface for Gardner-Webb is Avenir LT Std. The typeface offers a high degree of legibility at many sizes.
SUBSTITUTE TYPEFACEAvenir should be used as the primary typeface for Gardner-Webb. However, if it is not able to used, either from lack of access or technological limitations (like on the internet), the substitute typeface Arial may be used.
Avenir LT Std 35 LightAvenir LT Std 35 Light Oblique
Avenir LT Std 65 MediumAvenir LT Std 65 Medium Oblique
Avenir LT Std 85 HeavyAvenir LT Std 85 Heavy Oblique
Avenir LT Std 95 BlackAvenir LT Std 95 Black Oblique
Arial RegularArial ItalicArial BoldArial Bold Italic
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SECONDARY TYPOGRAPHY
COMPLEMENTARY TYPEFACEWhen long form copy is being used, a serif font may be useful to improve readability. For these occasions, the Chaparral Pro typeface may be used. The font should be used secondary to Avenir LD Std.
SUBSTITUTE TYPEFACEChaparral Pro should be used as the complementary typeface for Gardner-Webb. However, if it is not able to used, either from lack of access or technological limitations (like on the internet), the substitute typeface Times New Roman may be used.
COMPLEMENTARY SCRIPT TYPEFACEThe script typeface Natural Script should be used very sparingly and only as an accent typeface or as featured headlines on ads, banners, etc. It should ever be used as body copy or headlines in body copy.
Chaparral Pro LightChaparral Pro Light Italic
Chaparral Pro RegularChaparral Pro Italic
Chaparral Pro SemiboldChaparral Pro Semibold Italic
Chaparral Pro BoldChaparral Pro Bold Italic
Times New Roman RegularTimes New Roman ItalicTimes New Roman BoldTimes New Roman Bold Italic
Natural Script RegularNatural Script Bold
LOGO USE GUIDELINES
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APPLYING THE BRAND
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APPLYING THE BRAND
Stationery is an important factor in creating a unified look for a univeristy.
If the cost of printing is an issue, alternate templates may be used. Business cards may be printed one sided. Envelopes may be printed with black text on a white background instead of the knocked out text (see examples on the next page).
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APPLYING THE BRAND
BUSINESS CARDS
ALTERNATE BUSINESS CARDS
ENVELOPE BACK
ALTERNATE ENVELOPE BACK
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PHOTOGRAPHY GUIDELINES
PHOTOGRAPHY CONTENTPhotography is an excellent way to engage with those who view your content.
The best photography assets engage viewers with active pictures taken in the subject’s environment. Creative use of depth-of-field and effective cropping will help draw in and hold the viewer’s focus.
Avoid using photos that are poorly lit or disproportionately scaled. Photos should remain above 300 DPI when scaled to their printed size.
For photo requests and assistance, contact the University photographer at 704-406-4637.
TECHNICAL GUIDELINESPhotos must be high resolution. Photo size minimum: 9 in by 12 in, 2700 x 3600 pixelsImage Resolution: 300 DPIFormat: JPEG, TIFF or RAW