msu athletics identity standards manual

8/11/2019 MSU Athletics Identity Standards Manual

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Tertiary Elements. Typography.

To help create a consistent lookf for a wide variety of athleticrelated communications.

M I C H I G A N S T AT E U N V E R S I T Y AT H L E T I C D E P A R T M E N T I D E N T I T Y S T A N D A R D S M A N U A L

CONTENTS

INTRODUCTION Goal . . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . ..04 Concept . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . .06 Structure . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . .08IDENTITY Color . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . ..10 Typography . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . .12 Primary Identity . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . .16 Wordmarks . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . .18 Primary Mark/Wordmarks . . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . .22 Tertiary Mark . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . ..26 Sport Specific Wordmarks . . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . .28 Pattern . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . .32 Identity Standards Logo Propor t ions . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . .34

Usage/Rules . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . .38 CD Contents . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . .42


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To develop a strong, timeless, consistent identity system thatreects the great tradition and storied past of Michigan StateUniversity athletics and academics, and position the universityfor the future.

G O A L


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To help create a consistent lookf for a wide variety of athleticrelated communications.

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Michigan State University has a rich athletic and academic histoTo keep these traditions alive, historically relevant marks thatconnect to the school and Spartan history have been utilizedCombined with contemporary typography, the new concept creaa cohesive identity program that not only respects the traditions the university, but looks ahead to the promise of a great future.

P R I D E

D I S C I P L I N E

U N I T Y

H O N O R

R E S P E C T

I N T E G R I T Y

C O N C E P T


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THE STATEMENT: A consistent Primary Mark to represent theuniversity claries the schools identity. The Primary Mark isstrong, timeless, and historically signicant. Reinforcement ofthe Primary Mark will build worlwide brand equity.

THE SUPPORT: The SECONDARY identities work closely insupport of the Primary Mark to represent the university.These marks give the identity exibility while stayingconsistent with the Primary Marks look and feel.

THE CONNECTION: The TERTIARY elements supply freshnessto retail and on-eld product, and help unify the universitysspecic sports programs.

P

S

T T

S T A T E

M E N

T

S U P P

O R T

C O N N

E C T I O N

PRIMARY MARK

SECONDARY IDENTITY

TERTIARY MARKSPORT SPECIFIC MARKS

PATTERN

P

S

S T R U C T U R E


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[Pantone 567]

SPARTAN GREEN

[White]

WHITE

[Pantone 877]

SPARTAN SILVER

[Pantone 8

SPARTAN B

PRIMARY COLORSGREEN: Evokes hope and growth. Symbolizes land and agricultural roots.

WHITE: Represents integrity, hope, condence, and faith.

SECONDARY COLORS**SILVER: Symbolically represents intelligence, dignity, quality, industrialsleekness and modernity.

BRONZE: Symbolically Represents strength and integrity, and was usedas a material in Spartan armor.

C O L O R

*Note: Silver and Bronze should only be used as accent/highlight colors

*Note: When Metallic Pantone colors are not available for Silver and Bronze, Pantone 430 (Silver) and Pantone 405 (Bronze) may be used as subsititutes.

A rened color palette allows for instant team identication andheightens emotional ties to the Spartan nickname and Greek history.Color also communicates the ow of the game, further enhancingemotional involvement.

It is generally thought that the Michigan State athletic colors came intowide use with the arrival of Chester L. Brewer in 1903 as the schoolsrst full-time director of athletics. Brewer also coached the Spartanfootball, basketball, baseball and track teamsthe only varsity units inexistence at the time.


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To help create a consistent look for a wide variety of athletic relatedcommunications, two typefaces are included in the identity program.

A custom display face (Spartan Bold) has been designed to enhance the overallidentity system by using inspiration from Greek architecture and the Spartanethos of simplicity and strength. A secondary typeface (Duty) should be used inplace of the primary display face where appropriate (i.e., body copy, sport marks).

*Note: The Spartan Bold typeface may only be used as the wordmark face and for player numbers.

COLOR OPTIONS: BELOW are one and two-color versions of the primary typeface*

T Y P O G R A P H Y


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The secondary typeface (Duty) can be used as headline andbody copy for athletic department marketing materials andsupport verbiage (i.e., specic sport marks, event tickets,brochures, etc.).

ABCDEFGHIJKLMNOPQRSTUVWXabcdefghi jk lmnopqrs tuvwxyz

0123456789

ABCDEFGHIJKLMNOPQRSTUVWXabcdefghi jk lmnopqrs tuvwxyz

0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcde fgh i jk lmnopqr s tuvwxyz

0123456789

*Note: Support typeface not to be used as a primary/display face

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789


0123456789


0123456789


0123456789


0123456789


0123456789

T Y P O G R A P H Y

DUTY: Regular/Bold/Heavy/ To be used for sport specifc marks (heavy version) and body copy.*


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PRIMARY IDENTITY / PRIMARY MARK

COLOR OPTIONS: Below are one and two-color versions of the Primary Mark

A consistent Primary Mark to represent the school clariesthe universitys identity. The Spartan helmet logo is timeless,unique, and strong. Reinforcement of the primary identity willbuild worldwide brand equity.

The Spartans had a strict life philosophy that made themstrive to be as strong and disciplined as possible, doing awaywith all other d istractions. The name Spartan has come tomean simple and sparse, which exemplies the new MSUidentity concept and philosophy.

PRIMARY IDENTITY


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SECONDARY IDENTITY / WORDMARKS / MICHIGAN STATE

The secondary marks work closely in support of the primaryidentity to represent the university.

The custom, distinctive nature of the typeface is inspired by Greekarchitecture, strong, simple lines, as well as traditional collegiatelettering. The combination of these elements creates a powerful,distinguishing the universitys wordmarks from all other schools.

W O R D M A R K S

COLOR OPTIONS: Below are one and two-color versions of the Michigan State wordmarks.*

*NOTE: Wordmarks (Michigan State, Spartans, etc.) can be used on their own without the Primary Mark. Michigan State gets for apparel and balls, but for bags.


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W O R D M A R K S

SECONDARY IDENTITY / WORDMARKS / SPARTANS

COLOR OPTIONS: Below are one and two-color versions of the Spartan wordmark.*

SPARTAN: Suggestive of the ancient Spartans; in simplici ty,austerity, and discipline; brave; undaunted.

*NOTE: Wordmarks (Michigan State, Spartans, etc.) can be used on their own without the Primary Mark.


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PRIMARY MARK/WORDMARK

SECONDARY IDENTITY / PRIMARY MARK / MICHIGAN STATE WORDMARK

COLOR OPTIONS: Below are one and two-color versions of the Primary Mark/Wordmark combination.

In 1925, Michigan State College replaced the name MichiganAgricultural College. The college sponsored a contest to select anickname to replace Aggies, and The Michigan Staters was chosen.

George S. Alderton, then sports editor of the Lansing StateJournal, decided the name was too cumbersome for newspaperwriting and vowed to nd a better one. Alderton contacted JimHasselman of Information Services to see if entries still remainedfrom the contest. When informed that they still existed, Aldertonran across the entry name of Spartans, and decided on this asthe new choice. Unfortunately, Alderton forgot to write down whosubmitted that particular entry, so that part of the story remainsa mystery today.


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PRIMARY MARK/WORDMARK

SECONDARY IDENTITY / PRIMARY MARK / SPARTANS WORDMARK

COLOR OPTIONS: Below are one and two-color versions of the Primary Mark/Wordmark combination.

The Spartan statue, designed and produced by MSU assistantart professor Leonard D. Jungwirth, has a permanent home insidethe atrium of the Spartan Stadium tower. The 9-foot-7 ceramicgure weighs approximately 6,600 pounds, including its base. In2005, the sculpture was relocated to protect it from the elements.


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SPORTSPECIFIC WORDMARKS

TERTIARY IDENTITY / SPORT-SPECIFIC MARKS / ONECOLOR

These sport-specic marks can supply freshness and uniqueness toproducts when needed, as well as representing specic unversityathletic programs.

MSUs mens basketball team has won the National Championshiptwice: in 1979 and again in 2000. In 1979, Earvin Magic Johnson,along with Greg Kelser and Jay Vincent, led the MSU team to a 7564win against the Larry Bird-led Indiana State Sycamores. In 2000,three players from Flint, Michigan (Morris Peterson, Charlie Bell, andMateen Cleaves) led the team to its second national title. Dubbedthe Flintstones, they were the key to the Spartans win against theUniversity of Florida.


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TERTIARY IDENTITY / SPORT SPECIFIC MARKS / TWOCOLOR

Football has a long tradition at Michigan State. Starting as aclub sport in 1884, football gained varsity status in 1896. MSUwon the Rose Bowl in 1954, 1956, and 1988. The Spartansaccounted for four of the topeight selections in the 1967NFL Draftthe only time a college football program hasaccomplished such a feat.

SPORTSPECIFIC WORDMARKS


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The Spartan Pattern was designed to strengthen the connectionto the schools Greek history and nickname, as well as to supplyfreshness to oneld and licensed product.

The pattern was inspired by a traditional Greek key pattern.Some suggested meanings to Greek patterns are symbolic offriendship and devotion, creative energy, the four seasons,and the eternal ow of life.

SPARTAN PATTERN

TERTIARY IDENTITY / SPARTAN PATTERN*Note: The Spartan Pattern should be used sparingly and only as a background element(i.e., website backgrounds, signange background, product liners, apparel trim).


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IDENTITY STANDARDS / LOGO PROPORTIONS / PRIMARY MARK

The Diagram above illustrates the recommended proportions to use when combiningthe Primary Mark with the school wordmarks. All surrounding elements must adhere to the A distance requirements.

Specic usage standards have been established for applicationof the identity providing a quality control system to ensure thateach individual component is used correctly. Visual parametershave been established with examples of correct and incorrectusage on the following pages.

These standards should be adhered to whenever possible in orderto mantain the integrity of the identity program.

IDENT ITY STANDARDSPrescribed distabetween logo anadditional elem

A distance is on vertical spacinside helmet e


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IDENTITY STANDARDS / LOGO PROPORTIONS / TERTIARY MARK

The Diagram above illustrates the recommended proportions to use when combiningthe tertiary mark and any surrounding elements.

All surrounding elements must adhere to the A distance requirements.

IDENT ITY STANDARDS

Prescribed distancebetween logos and

additional elements

A distance is baseon space insideouter shield circle


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IDENTITY STANDARDS / USAGE / RULES

Specic usage standards have been established for applicationof the identity providing a quality control system that ensureseach individual component is used correctly. Visual parametershave been established with examples correct and incorrectusage on the following pages.

These standards should be adhered to whenever possible inorder to mantain the integrity of the identity program.

IDENT ITY STANDARDS

01) At no time should anything (other logos, type, etc.) beplaced over the Primary Mark.

(See Diagram 01)

02) The Prmary Mark should always face right (east), andshould not be used ipped in the opposing direction (left, orfacing west).*

(See Diagram 02)

*The only exception to this rule is when the Primary Mark is used

on a helmet where the Mark faces forward on both sides.

03) All elements surrounding the Primary Mark must adhere tothe prescribed distance requirements .

(See Pg. 35 and Diagram 03)

04) The Primary Mark should not be used as a repeated elementin closed patterns. The Primary Mark may be used in a pattern ifdistance requirements are adhered to (see diagram 03).

(See Diagram 04)

05) All wordmarks or support type must be positioned below thePrimary Mark and should adhere to the outlined proportions.

(See Diagram 05)

01

CORRECT

CORRECT

CORRECT

CORRECT

CORRECT

INCOR

INCOR

INCOR

INCOR

INCOR

02

03

04

05


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11) At no time should anything (other logos, type, etc.) beplaced over the Tertiary Mark.

(See Diagram 11)

12) All elements surrounding the Tertiary Mark must adhere tothe prescribed distance requirements .

(See pg. 37 and Diagram 12)

13) The Tertiary Mark should not be used as a repeatedelement in closed patterns.

(See Diagram 13)

14) The Tertiary Mark should not be placed in direct proximityto the Primary Mark, or be combined with the Primary Mark orofcial school wordmarks.

(See Diagram 14)

15) The Tertiary Mark should not appear against any distractingtextures or repeated patterns.

(See Diagram 15)

11

CORRECT

CORRECT

CORRECT

INCOR

INCOR

INCOR

INCOR

12

13

14

15

06) The Primary Mark should not be modied, stretched ordistorted in any way.

(See Diagram 06)

07) The Primary Mark should not be used in any other colorcombinations other than those specically called out in thisidentity manual.*

(See Diagram 07)

*Some color variations are acceptable for consumer products. Contactyour licensing director for approval

08) The Primary Mark should not appear against anydistracting textures or repeated patterns.

(See Diagram 08)

09) The Primary Mark should not be outlined in any other wayother than those specically called out in this identity manual.*

*Some color variations are acceptable for consumer products.Contact your licensing director for approval

(See Diagram 10)

10) Wordmark Usage: The recommended minimum size for printingwordmarks on all materials is .25 in cap-height.

(See Diagram 10)

NOTE: There are no longer to be any STATE wordmarkapplications. Any application using STATE treatmentswill not be approved.

06

CORRECT

CORRECT

CORRECT

CORRECT

INCORRECT

INCORRECT

INCORRECT

INCORRECT

07

08

09

10

.25

.25


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CD CONTENTS

This CD Includes the Following:Identity Standard Guidelines: The entire program that is included in thismanual is on the CD in digital Flash format and in PDF format.The interactive Adobe Flash program is designed to be viewed throughany Web browser (i.e.: Internet Explorer, Safari, Firefox.) You do not needto be connected to the internet to view the digital ID manual.

Logo Schematics: All the logos in this printed manual are included in thisCD in a master Adobe Illustrator (.ai) le and also individually .eps) lesin Pantone, CMYK, and RGB color spaces. Use the booklet guidelines forthe appropriate usage of the logos.

msu athletics identity standards manual

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