identity guidelines files/abou… · logo forms: there are four versions of the logo: ... the logo...

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

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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


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

http://iconnect.bau.edu.lb/

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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


R= 232

G= 221

B=33

Faculty of Law and Political Science Pantone 551


R= 163

G= 193

B=201

Faculty of Pharmacy Pantone 576


R= 96

G= 142

B= 58

Faculty of Business Administration Pantone Cool Grey


R= 165

G= 169

B=172

Faculty of Medicine Pantone 562


R= 30

G= 122

B= 109

Faculty of Architectural Engineering Pantone Violet C


R= 74

G= 80

B= 162

Faculty of Dentistry Pantone 521


R= 181

G= 140

B= 178

Faculty of Engineering Pantone 7412


R= 208

G= 124

B= 49

Faculty of Health Sciences Pantone 714


R= 249

G= 186

B= 130

COLOURS

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TYPOGRAPHY


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


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

Email

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

mailto:[email protected]

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POWERPOINT


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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


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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

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