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TRANSCRIPT
Identity Guidelines
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Identity Guidelines
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Introduction …………………………………………………………… 3
The Logo: …………………………………………………………… 4
1. General Guidelines for the Use of the Logo …………………………………………………………… 5
2. Logo Forms …………………………………………………………… 6
3. Recommended Sizing …………………………………………………………… 7
4. Logo Size and Position …………………………………………………………… 8
5. Backgrounds …………………………………………………………… 9
6. Other Identifiers …………………………………………………………… 11
Colours: …………………………………………………………… 13
1. General Guidelines for the Use of the Logo Colour …………………………………………………………… 14
2. Faculty Colours …………………………………………………………… 16
3. Colour Codes of Faculties …………………………………………………………… 17
Typography: …………………………………………………………… 18
1. General Guidelines for the Use of Typography …………………………………………………………… 19
2. Typefaces …………………………………………………………… 19
3. Readability …………………………………………………………… 20
4. Text Alignment …………………………………………………………… 21
Stationery: …………………………………………………………… 22
1. General Guidelines for the Use of Stationery …………………………………………………………… 23
2. Letterhead Template …………………………………………………………… 24
3. Email Signature …………………………………………………………… 29
4. Fax Cover Template …………………………………………………………… 30
5. Other Printed Stationery Items …………………………………………………………… 30
PowerPoint: …………………………………………………………… 31
1. General Guidelines for the Use of PowerPoint …………………………………………………………… 32
2. Font Size …………………………………………………………… 32
3. Presentations …………………………………………………………… 33
Imagery: …………………………………………………………… 37
1. General Guidelines for the Use of Imagery …………………………………………………………… 38
2. Image Style …………………………………………………………… 39
3. Image Archive …………………………………………………………… 41
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Identity Guidelines
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A strong visual appearance, reputational building, powerful image creating, and unified,
recognizable, and memorable presence providing are all very important to instantly distinguish
Beirut Arab University in the minds of the general public.
The second edition of the Identity Guidelines is intended to provide increased coherence in the
way the University presents itself. It explains how to use BAU’s Visual Identity, taking into
consideration adding some clarifications to keep achieving excellence in all we do.
This Guideline is intended for internal users. It was created by the Public Relations Department,
which is charged with the responsibility to develop and maintain standards that promote and
protect the BAU brand.
Correct use and accurate implementation of the Visual Identity reflects a deep commitment to the
University slogan: Vision, Innovation, and Continuity.
Intro
du
ction
Identity Guidelines
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THE LOGO
Second Edition – February 2016
Identity Guidelines
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The Logo
The logo is the primary branding element of Beirut Arab University (BAU) and a key element of the
University’s Visual Identity. It was first engraved in 1960, and redesigned in 2010 after the launch of the
Golden Jubilee “New Brand Identity”, preserving the rooted iconic elements.
The official logo consists of the symbol of the BAU wordmark and the shield. The shield includes a lighthouse, symbolizing that education is a
guidance for students and a beacon of knowledge. The Cedar is directly inspired by the cedars of the mountain of Lebanon, and symbolizes eternity,
power, and endurance.
1. General Guidelines for the Use of the Logo:
The logo should not be modified, redrawn, digitally manipulated or altered in any way. It should be treated as one unified graphic and its
elements should not be separated or distorted.
The logo should always be surrounded by a blank space that assures a greater visual impact.
The main University logo should always be positioned in the top LEFT hand corner on English and Arabic applications.
The correct logo colors are BAU Blue (Pantone® 288C, Pantone® 288), black, and White. Whatever color is chosen, the entire logo (shield
and name) must be in the same color.
The logo should never appear so small that the text on the logo is unreadable (refer to page 8).
Beirut Arab University should always be referred to in full when used in official capacities.
THE LOGO
Identity Guidelines
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2. Logo Forms:
There are four versions of the logo:
Administrative Form: Consists of the shield element to the left
of the University name in both Arabic and English languages.
Usage: Letterheads, Envelopes, Posters, Invitation Cards,
Academic and Administrative Communications, etc.… To be
used ONLY on the left side.
Centered Form: Consists of the University name in both
Arabic and English languages topped by a centered shield.
Usage: Professional Use. The placement of the logo will always
require judgment by the designer.
Simplified Form: Consists of the acronym “BAU” topped by the
shield.
Usage: For Internal Communication Use.
New Variation Form: This combined version of the brand mark
consists of the shield element without the shield outline, the
University name in both Arabic and English languages, and the
acronym BAU.
Usage: Exhibition Materials,
Signage, Email Signature,
Sponsorship, and whenever a
compact Logo is needed.
THE LOGO
THE LOGO
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3. Recommended Sizing
Minimum Size: The shield must be clearly visible and reproduced consistently.
For this reason, the standard shield should not appear smaller than 1.8cm height and
1.3cm width.
Exclusion Zone: The logo requires space around it in order to maximize its visual presence,
where no graphic material other than the background should appear.
1.8cm
1.3 cm
THE LOGO
THE LOGO
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4. Logo Size and Position
The logo position for the University logo is the top left hand corner. The logo is reduced or enlarged proportionately to accommodate alternative
sizes.
Paper Size: A5 Paper Size: A4 (Portrait and Landscape)
THE LOGO
THE LOGO
Paper Size: A3 (Portrait and Landscape) Paper Size: A2
Identity Guidelines
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5. Backgrounds
When the logo appears on a background colour or image, it should only be reproduced in black or white. The choice of black or white has to/should be
determined by whichever obtains maximum legibility and clarity. Special care should be taken when applying the logo to an image. Avoid areas of
the image with high contrast.
Do and Don’t
THE LOGO
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THE LOGO
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6. Other Identifiers:
BAU logo can be used alongside with other identifiers such as: Faculty Name, Department Name, Center Name, or Office Name.
THE LOGO
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Posters
Posters should be eye-catching, informative, and easy to understand.
Use the full name for all faculties under the University logo except for the Faculty of: Law and Political Science, Business Administration,
and Architectural Engineering to be used in their abbreviated forms as the following.
Faculty of Law and Political Science
Faculty of Business Administration
Faculty of Architectural Engineering
THE LOGO
That doesn’t include
letterhead templates
Identity Guidelines
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COLOURS
Second Edition – February 2016
Identity Guidelines
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Colours
The use of colour is an important key and a strong identifying aspect of the BAU brand identity. The strength of the University Visual Identity lies in
the consistent use of our official blue colour. Blue represents knowledge, power, integrity, and innovation.
1. General Guidelines for the Use of the Logo Colour:
The University logo should only be reproduced in three colours;
The official colour is “BLUE” (Pantone 288)
The University blue should be the dominant in all communications with BLACK or WHITE serving as secondary colours.
RGB values for BAU blue on the PC are:
R= 0
G= 75
B= 142
CMYK values for BAU blue on the PC are:
C= 100
M= 80
Y= 6
K= 30
COLOURS
Step 1
Step 2
Step 3
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Do not change the colours of the logo, since no other logo colours are acceptable other than those mentioned above.
The white logo need to be placed against a coloured background or a visible image.
Academic and non-academic staff can download BAU logo from http://iconnect.bau.edu.lb
COLOURS
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2. Faculty Colours:
One of the ways the University can create a sub-identity is to work within the specific colour palette for each faculty. To complement the BAU blue (Pantone
288), there is a palette of preferred faculty colours that have been selected, based on international standards, with minor modifications.
This academic colours list serves as an important function for the
BAU set of graduation regalia, and for use in graphic elements in
designs such as backgrounds, graphic shapes and typography.
Faculty of Arts
Faculty of Law and Political Science
Faculty of Business Administration
Faculty of Architectural Engineering
Faculty of Engineering
You can use these colors in various degrees of opacity to get more
tonalities.
The consistent use of faculty colours provides a visual cue, which
distinguishes the faculties from each other.
Faculty of Science
Faculty of Pharmacy
Faculty of Medicine
Faculty of Dentistry
Faculty of Health Sciences
COLOURS
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3. Colour Codes of Faculties:
Faculty of Arts Pantone 200
RGB values for the Faculty colour on the PC are:
R= 196
G= 30
B=58
Faculty of Science Pantone 604
RGB values for the Faculty colour on the PC are:
R= 232
G= 221
B=33
Faculty of Law and Political Science Pantone 551
RGB values for the Faculty colour on the PC are:
R= 163
G= 193
B=201
Faculty of Pharmacy Pantone 576
RGB values for the Faculty colour on the PC are:
R= 96
G= 142
B= 58
Faculty of Business Administration Pantone Cool Grey
RGB values for the Faculty colour on the PC are:
R= 165
G= 169
B=172
Faculty of Medicine Pantone 562
RGB values for the Faculty colour on the PC are:
R= 30
G= 122
B= 109
Faculty of Architectural Engineering Pantone Violet C
RGB values for the Faculty colour on the PC are:
R= 74
G= 80
B= 162
Faculty of Dentistry Pantone 521
RGB values for the Faculty colour on the PC are:
R= 181
G= 140
B= 178
Faculty of Engineering Pantone 7412
RGB values for the Faculty colour on the PC are:
R= 208
G= 124
B= 49
Faculty of Health Sciences Pantone 714
RGB values for the Faculty colour on the PC are:
R= 249
G= 186
B= 130
COLOURS
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TYPOGRAPHY
Second Edition – February 2016
Identity Guidelines
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Typography
The aim of choosing a specific typeface is to establish and reflect a strong visual image of Beirut Arab University, and promote a cohesive and
professional look of all printed and web-produced communications.
Five fonts are specified in the University Identity Guideline (detailed below), as they work well with the logo and evoke high quality and excellence.
The consistent use of these typeface families establishes an image for the University that is instantly recognizable and increasingly memorable.
1. General Guidelines for the Use of Typography:
Titles should be differentiated from the body with respect to the font type and size.
Line spacing should be customized to be single-spaced.
Text in the body should not be underlined unless it is hyperlink.
Italics can be used to highlight a point or provide differentiation for quotes, names, etc.
2. Typefaces:
English Language
“Times New Roman” has been selected as the University’s primary English typeface that should be used for brand level statements and
body text. This font should to be used on all formal printed materials, for example, stationery and reports.
“Arial” has been selected as the English typeface that should be used for electronic printed materials, for example, emails and web
produced communications.
“Calibri” has been selected as the English typeface that should be used for PowerPoint presentations.
TYPOGRAPHY
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Arabic Language
“Traditional Arabic” has been selected as the University’s primary Arabic typeface that should be used on all formal printed materials.
“Simplified Arabic” has been selected as the Arabic typeface that should be used for all printed electronic materials and PowerPoint presentations.
3. Readability:
All mentioned font sizes should be used proportionally to an A4 Format.
Font Size
English Language: The recommended font size for the letterheads and BAU printed publications is 12 pt for the body and subtitles, and 14
pt for the headings (font size for brochures, flyers and booklets is based on their actual size). An electronic text should be written using font
size 10 to 11 pt.
Arabic Language: The recommended font size for the letterheads and BAU printed publications is 16 pt for the body and subtitles, and 18
pt for the headings. An electronic text should be written using font size 12 to 14 pt.
Font Name Samples
Times New Roman Beirut Arab University
Arial Beirut Arab University
Traditional Arabic جامعة بريوت العربية
Simplified Arabic جامعة بيروت العربية
Calibri Beirut Arab University
TYPOGRAPHY
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Letter Case
Lowercase letters with their ascenders and descenders make it easy for the eye to process word formations.
UPPERCASE letters have no variety or outline and therefore make it harder to read.
Bold and Italic formatting are acceptable options, mainly for headings.
4. Text Alignment:
The use of text-align property is very helpful in ensuring integrity, visibility, and consistency. It is recommended to be used as follows:
English text must be aligned on the left-hand edge of the
logotype
Arabic text must be aligned on the right-hand edge of the
letterhead upper line.
Use justified text since it tends to look more formal.
In case of tables:
When the letter includes both tables and text, both must
be aligned with the left-hand edge of the BAU
wordmark and with the right-hand edge of the
letterhead upperline.
When the letter includes ONLY table without text, it
must be aligned with the end of the logo shield and with
the right-hand edge of the letterhead upperline.
TYPOGRAPHY
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STATIONERY
Second Edition – February 2016
Identity Guidelines
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Stationery
Stationery items play an important role in communicating a consistent image. Proper use of the brand identity elements and adherence to these
guidelines will ensure harmony among all units and convey the desired visual identification. Stationery items include Letterhead Templates, Business
Cards, Envelopes, Fax Cover Template, and Email Signature. All these components should be uniform in use of colour, fonts, paper, and layout.
The design of stationary is limited to specific templates. These standards assist in maintaining the University Identity in public and help in resource
savings in the design and production of stationery items.
1. General Guidelines for the Use of Stationery:
Academic and non-academic staff should not create their own stationery.
The position of elements (BAU Logo, Identifiers, Date, Subject, and University Addresses) shouldn’t be adjusted.
The Email Signature must appear below the body of all email correspondence.
Email Signature should be aligned on the left-hand side and begin after double spacing below the email closing.
Social media should appear as active links and not as images.
STATIONERY
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2. Letterhead Templates:
The letterhead template is the most widely used communication tool at the University.
The consistent use of it demonstrates to recipients that each Faculty, Department, Office, and Center respects its affiliation and alignment with the
University.
Letterhead templates are available for all University entities, apart from the President’s letterhead and Secretary General’s letterhead, where
special pre-printed stationery is used.
The letterhead templates for specific Faculties, Departments, Offices, and Centers should be used as follows:
Internal Use:
Soft Copy
External Use:
Pre-printed Copy
The typeface for the body text should be a black coloured font as follows (refer to pages 19-20)
English Letters:
Times New Roman at 12 pt. (Date at 11pt.)
Arabic Letters:
Traditional Arabic at 16 pt. (Date at 14pt.)
A new concept for the letterheads pertaining to BAU centers will be introduced, taking into consideration the logo of each Center as a watermark,
while keeping the use of the Logo for printed promotional items such as mugs, bags, hats, banners, etc.…. (Refer to page 27).
All internal communications should be printed on the official University Letterhead template and are available on http://iconnect.bau.edu.lb
STATIONERY
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Letterhead Margins:
Margins
Top Right: 1.75 cm
Top Left (vertical & horizontal): 1.75 cm
Right Bottom: 1.75 cm
Left Bottom: 3.5 cm
STATIONERY
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Template for English Version Letterhead:
Template for Arabic Version Letterhead:
STATIONERY
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Templates for Letterhead of BAU Centers:
STATIONERY
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Templates for Landscape Layout:
Paper Size: A3 (Landscape)
Paper Size: A4 (Landscape)
STATIONERY
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2. Email Signature:
University email correspondence is an extension of its Visual Identity. For a consistent and clear external presentation of our identity, it is necessary
to use a standard Email Signature for academic and non-academic staff.
The new Email Signature consists of the new variation form of logo and designed to be short, providing the most important contact information.
Since many emails are now read first on a mobile, the new version is created to be mobile-friendly, ensuring the professional look for the email
when sent from mobile devices.
The Email Signature should have the following form:
Name
Title
New Variation Logo
Telephone
Website
Social Media Icons
STATIONERY
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3. Fax Cover Template:
4. Other Printed Stationery Items:
For Envelopes, Folders, Business Cards, and other Stationery, please request your needs from the Public Relations Department at the following
email: [email protected] after filling the needed PR Request Form.
STATIONERY
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POWERPOINT
Second Edition – February 2016
Identity Guidelines
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PowerPoint
A PowerPoint presentation is designed to provide a consistent visual impression for all internal and external audiences. All PowerPoint presentation
templates with the core components of the brand are available at http://iconnect.bau.edu.lb
1. General Guidelines for the Use of PowerPoint:
Use 6 by 6 formatting:
No more than six bulleted items per page.
Each bullet should have no more than six words in the statement (The less text on a slide, the better)
Make your 1st or 2nd slide an outline of your presentation
Make sure that fonts are consistent and large enough to be read from a distance.
Be consistent and sparing in use of transitions and animations.
Create graphics (such as tables and charts) appropriately.
Use an effective and strong closing.
2. Font Sizes
For English Presentations For Arabic Presentations
For titles, use Calibri at 42 pt. For titles, use Simplified Arabic at 40 pt.
For sub titles, use Calibri at 36 pt. For sub titles, use Simplified Arabic at 36 pt.
For content text, use Calibri at 28 pt. - 32 pt.
For content text, use Simplified Arabic at 30 pt. - 32 pt.
POWERPOINT
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3. Presentations
All presentations have a fixed front, detailed and back cover.
The cover slide carries the University centered logo and includes Presentation Title, Presenter’s Name, and Presenter’s Title.
The second slide includes Conference Title, Date (Day/Month/Year) and Place, Presentation Title, Presenter’s Name, Presenter’s Title, and
Presentation Date.
On the text slides, the University logo appears at the top of the slide with right alignment for English version and left alignment for Arabic
version.
Do and Don’t
POWERPOINT
Focus on one topic per slide
Include only one or two images per slide
Make labels on charts large enough to be read at a distance
Make eye contact with the audience
Don’t put everything you present on the slides (use slides only as an aid)
Don’t use unnecessary text animation or sound effects (they can distract from your point)
Don’t click enter to add a new slide( Right click on the slide and duplicate the slide)
Don’t use acronyms unless all members of the audience are familiar with them.
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BAU General PowerPoint Presentation
English Version
POWERPOINT
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Arabic Version:
POWERPOINT
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Faculties’ Presentation
English Version (Available for the ten Faculties)
Arabic Version (Available ONLY for the Faculty of Arts and the Faculty of Law and Political Science)
POWERPOINT
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IMAGERY
Second Edition – February 2016
Identity Guidelines
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Imagery
Images are one of the key components in the creation of successful brand communications, and the most emotionally resonant component of the
University visual style. They are just as important as words and colours, and have a vital role to play in many of the University publications.
The University imagery should be vibrant, aspirational, and can get a message across quickly and effectively. It must communicate University
creativity, reflect its spirit, and commit to global outreach.
The choice of image in terms of its content, style, and mood depends on the impression you are trying to achieve and the message you wish to convey.
1. General Guidelines for the Use of Imagery:
Images used should reflect the diversity of events, facilities, and activities
at the University.
Colours should be rich and deep with high quality and resolution.
Emphasis should be on the event and should capture the moment.
Do not use images that feel passive, lack a clear purpose, or have too much
activity happening within the frame.
Only add images that directly relate to the written content.
Do not stretch images to fit as this can distort the image.
Do not resize images multiple times as they become blurred or pixelated.
When multiple images are used in a sequence, all images should have the
same dimensions
IMAGERY
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2. Image Style:
People view and respond emotionally to images before they read text. Photography is a way to reflect who we are through our people, places, and
experiences. There are also various aspects that you need to consider when selecting or creating photographs.
For that, make sure to fulfil the University values and ethics in selecting your images:
Integrity:
Pick images more naturally through visual storytelling and draw from our people the truthfulness and fairness in all we do.
Excellence:
Strive for excellence in selecting the photos that tell the best side in people and locations, such as Lecture Rooms, Campuses, and Labs with
their full equipment and professional outfits (gloves, gowns, eyeglasses, etc.….).
Diversity and Respect:
Highlight three elements in images: diversity, culture, and individuality to promote the University’s tolerance of differences and respect for the
other.
Accountability:
Ensure photographs have a reason for being included and that they connect to the story you are telling.
Social Responsibilities:
Try to show the University contribution to the society’s intellectual, cultural, and spiritual progress.
Creativity:
Seek to express creative ideas behind the scene, which may be grand, intimate, focused, or active. The point of view complements and enhances
messages and content.
IMAGERY
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IMAGERY
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3. Image Archive:
Our photo stream has hundreds of photographs, which you can use to enhance your communications and ensure good image quality (High-resolution
images).Ask the Public Relations Department for guidance on how and what to pick from the image archive, which you can find, on the internal
network (Public) or by calling the Production Unit on Ext: 2657.
IMAGERY