U N I V E R S I T Y

Purdue agriculture

Guidelines for Applying the Purdue Agriculture Brand

Purdue Agriculture Style Guide

Purdue Agriculture Style Guide

Purdue agricultureU N I V E R S I T Y

West African Cowpea Program

West African Cowpea Program

ContentsPurdue Agriculture Publications

Purdue Banner...................................................3

Purdue Signature...............................................3

Purdue Agriculture Arc.......................................4

Purdue Agriculture Signature.............................4

Purdue Agriculture in the News..........................5

Purdue Agriculture..............................................5

Purdue Extension...............................................5

Purdue Agriculture Electronic Media.................6

Purdue Agriculture on the Web...........................6

Purdue Agriculture Exhibits................................7

EEO Statements....................................................8

Formal Purdue Agriculture EEO — English........8

Formal Purdue Agriculture EEO — Spanish.......8

Short Purdue Agriculture EEO — English...........8

Short Purdue Agriculture EEO — Spanish.........8

Resources..........................................................9

Appendix: Font Examples......................................10

This style guide is available online at:

<http://www.agriculture.purdue.edu/agcomm/publishing/agstyleguide.html>.Written, designed, and produced by the

Department of Agricultural Communication

Purdue AgriculturePurdue Agriculture serves the food, agriculture, and natural resource systems by providing exceptional education, research discoveries that extend the scientific knowledge base, and information to help improve people’s lives and livelihoods.

The Agriculture entity at Purdue University encompasses 11 academic departments (College of Agriculture); a research arm (Agricultural Research Programs), which includes 8 agriculture research centers; outreach through Purdue Extension in all 92 counties; an international component (International Programs in Agriculture); multicultural programs; agricultural advancement; agriculture alumni; and the state regulatory functions of the Indiana State Chemist, the Animal Disease and Diagnostic Lab, the Creamery License Division, and the Indiana State Egg Board.

Purdue Agriculture is a world-class institution and can be easily recognized by its graphic identity—its brand. By following the guidelines found in this style guide, you’ll ensure that the Purdue Agriculture brand is consistently represented regardless of the method of communication.

If you are generating communication about Purdue Extension, refer to the Purdue Extension Style Guide found at the following url: <www.agriculture.purdue.edu>. It has guidelines for applying the Purdue Extension brand.

Branding creates an image, promotes recognition, and contributes to an identity. The graphic standards you’ll find on the following pages should help you represent Indiana’s valued asset—Purdue Agriculture.

Purdue Agriculture PublicationsPurdue Agriculture Publications

Process (four-color) gold—Pantone 25-4

Spot gold (uncoated paper)—Pantone 1245

Spot gold (coated paper)—Pantone 132

Metallic gold—Pantone 8960

The Purdue Signature (2-color)

The Purdue Signature, one color—reversed

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NOTE: For PDF and desktop-printed materials, Pantone 25-4 gold will produce the most accurate color results.

U N I V E R S I T Y

Purdue agriculture

Purdue Agriculture Banner

Purdue Agriculture Banner

Use the Purdue Agriculture banner on all Purdue Agriculture informational and promotional materials, whether paper or electronic. It’s an effective way of branding Purdue Agriculture. The Purdue Agriculture banner contains three elements: the Purdue University signature, the Purdue Agriculture arc, and the Purdue Agriculture signature.

The Purdue Agriculture banner should have three-sided bleeds (graphic touching the top, left, and right edges). Allow 1/8” on each bleed edge for commercial printing.

If bleeds are impractical, display the Purdue Agriculture banner with 3/16" left, top, and right margins.

When sizing any branding marks or logos, be sure to reduce or enlarge them PROPORTIONALLY. Vertical or horizontal stretching of these graphics is not allowed. Consult software manuals for instructions on how to size graphics proportionally within your layout application.

Purdue Signature

The Purdue signature is the identifying logo for the university and is also part of the Purdue Agriculture banner.

Preferred Usage• Use Purdue signature, official colors.

Alternative Usage• Use Purdue signature, one color—reversed.

Official colors of Purdue University:• Black• Process gold—25-4• Spot gold—1245, uncoated paper• Spot gold—132, coated paper• Metallic gold, 8960

Web (hexidecimal) colors for the Purdue brand in electronic media:• Gold—# B1946C• Accent gold—# E0D5C5

For more information on use of the Purdue Signature, go to:

<www.pmc.purdue.edu\>.

U N I V E R S I T Y

Purdue agriculture

Purdue agriculture

AaBbCc

AaBbCc

Purdue agriculture

Minion Font

Times New Roman Font

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The Purdue Agriculture typographic mark shown in two colors. (See explanation of official ink choices on page 3.)

The Purdue Agriculture typographic mark shown in one color (black/grayscale). The “Purdue” portion is a 60% black dot screen.

Purdue Agriculture Arc

Place the black and gold Purdue Agriculture arc at the top.

Purdue Agriculture Signature

Place the Purdue Agriculture signature in the upper right corner immediately under the Purdue Agriculture arc.

Preferred Usage• Use the font “Minion” with all capital letters.• Color “Purdue” gold, and color “Agriculture” black.

Alternative Usage• The “Times New Roman” font may be substituted.• “Purdue Agriculture” may be displayed in grayscale.

The Purdue Agriculture signature may be used as an independent mark (e.g., on signage) because it gives recognition to both Purdue University and Purdue Agriculture. However, it is best displayed along with the Purdue Agriculture arc.

The Purdue Agriculture Arc and Signature

Preferred Font

Alternative Font

Purdue Agriculture in the NewsPurdue Agriculture in the News

5

Purdue Agriculture

When writing news releases, adhere to the Associated Press Stylebook as much as possible. On the first reference to any Purdue organization, department, etc., the full name of the university must be used. In the case of Purdue Agriculture, the first reference would be “Purdue University” alone or “Purdue University College of Agriculture” if the release covers academic programs. Do not use “Purdue University Agriculture.”

You can use a department name with Purdue University on the first reference, for example, “Purdue University Department of Agricultural Communication.”

Once the first reference to Purdue University is made, if the story pertains to Purdue Agriculture, then subsequent references should be “Purdue Agriculture.”

When referring to the dean, use Randy Woodson, the Glenn W. Sample Dean of Agriculture.

Purdue Agriculture is appropriate for stories that are related to research, regulatory programs, international programs, advancement, and alumni functions.

Purdue Extension

The first reference to Purdue Extension in a news release should say “Purdue University Cooperative Extension Service.” Later mentions should be shortened to “Purdue Extension.”

Try not to make the first reference to Purdue Extension part of an educator’s or specialist’s title. For example, “said a Purdue University Cooperative Extension Service agricultural and natural resources educator in Miami County” is cumbersome. Try to make a reference to Purdue Extension previously and then the title would be “Purdue Extension agricultural and natural resources educator in Miami County.” Still a long title, but less wordy.

If possible, shorten titles still more by dropping some of the formal program name. For example, “Purdue Extension agricultural educator,” “Purdue Extension 4-H educator,” “Purdue Extension agronomist,” and “Purdue Extension ag economist” are all appropriate titles.

Never use “Purdue University Extension.”

Purdue Extension is appropriate for any stories that are Extension based. Those could include workshops, farm production stories, 4-H stories, and other news releases featuring Purdue Extension educators/specialists as sources. Research stories do not generally fall under Purdue Extension, unless they are specific to applied research, such as studies involving sentinel plots for soybean rust and efforts to combat glyphosate- resistant weeds.

Purdue Agriculture on the WebPurdue Agriculture on the Web

Web sites provide another opportunity to reinforce branding while presenting a new goal: creating a consistent user interface for navigation across Purdue Agriculture’s Web sites. More detailed information and Web templates are available for download at <www.agriculture.purdue.edu/agcomm/mmu>.

Be aware that there are legal guidelines to be met under the American Disabilities Act (ADA). More information on these guidelines is available at <www.pmc.purdue.edu/pages/web/ada_tips.html>.

Purdue Agriculture Electronic MediaPurdue Agriculture Electronic MediaPurdue Agriculture makes information available on CD, DVD,

and PowerPoint® presentations, and the required elements remain the same as for publications. Electronic slide templates are available for download at <www.agriculture.purdue.edu/agcomm/mmu>. The following examples show how the Purdue Agriculture brand should be used in these types of applications.

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Web (hexidecimal) colors for the Purdue brand in electronic media:

• Gold—# B1946C• Accent gold—# E0D5C5

For more information on use of the Purdue Signature, go to:

<www.pmc.purdue.edu\>.

Purdue agricultureU N I V E R S I T Y

West African Cowpea Program

West African Cowpea Program

PowerPoint®

DVD

CD

Purdue Agriculture ExhibitsPurdue Agriculture Exhibits

Identifier Information

The Agricultural Communication Exhibit Center creates displays and exhibits—some of which can be seen in museums across the country.

It is important to maintain a consistent level of branding for Purdue Agriculture in displays and exhibits. The Purdue Identity Graphic Standards contain guidelines for when and how to use the university’s signature mark to ensure “a level of consistency and unification that is part of our global strategy to increase the value of our best known and most important asset—the Purdue University name.” (For more information on use of the Purdue signature, go to: <www.pmc.purdue.edu\>.)

But with signs and exhibits, when do we use College of Agriculture, Purdue Agriculture, or Purdue Extension?Here is a breakdown of identifiers and the corresponding areas that may help to create consistent brand identities.

college of agricultureU N I V E R S I T Y

Purdue agricultureU N I V E R S I T Y

COLLEGE OF AGRICULTURE

(Formal)

(Informal)

(Formal)

(Informal)

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College of Agriculture is used for: • Academic Programs

Purdue Agriculture is used for: • Agricultural Research Programs - Purdue Agriculture Centers - Animal Disease Diagnostic Laboratory • International Programs in Agriculture • Multicultural Programs • Agricultural Advancement • Agricultural Alumni • Agricultural Services and Regulations - State Chemist - State Egg Board - Creamery License Division

Purdue Extension is used for: • Department Extension Activities • County Signage and Displays

Purdue eXteNSioN

(Formal)

(Informal)

EEO Statements

8

EEO StatementsUse one of the following EEO (equal access/equal opportunity) state-

ments for all Purdue Agriculture material. EEO statements should be placed on the bottom of the back page or back cover.

Formal Purdue University EEO—English

It is the policy of Purdue University that all persons have equal opportunity and access to its educational programs, services, activities, and facilities without regard to race,

religion, color, sex, age, national origin or ancestry, marital status, parental status, sexual orientation, disability or status as a veteran.

Purdue University is an Affirmative Action institution.

This material may be available in alternative formats.

Formal Purdue University EEO—Spanish

La política de la Universidad de Purdue es que todas las personas tienen igualdad de oportunidades y acceso a sus programas educativos, servicios, actividades e instalaciones sin distinción de raza, religión, color de piel, sexo, edad, origen nacional o descendencia,

estado matrimonial, estado paternal o maternal, orientación sexual, discapacidad o estado como veterano militar.

Purdue University es una institución de Acción Afirmativa.

Este material puede estar disponible en formatos alternativos

Short Purdue Agriculture EEO—English

Where space is at a premium, such as in some brochures and fliers, it is permissible—but not desirable—to use the following:

Purdue University is an equal access/equal opportunity institution.

Short Purdue Agriculture EEO—Spanish

La Universidad de Purdue (Purdue University) es una institución que ofreceigualdad de acceso y oportunidades.

For downloadable versions of these EEO statements, see the Purdue Extension Communication Survival Guide at:

<www.agriculture.purdue.edu/>.

Resources

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Resources

Purdue University Mark <www.pmc.purdue.edu/>

Purdue Agriculture Marks <www.ces.purdue.edu/ktgmarketing/Logos/index.htm>

Purdue Agriculture EEO Statements <www.agriculture.purdue.edu/agcomm/campus/guidelines/eeo.html>

Remember: When sizing any identity marks or logos, be sure to reduce or enlarge them PROPORTIONALLY. No vertical or horizontal stretching of these graphics is allowed. Consult software manuals for instructions on how to size graphics proportionally within your layout application.

Appendix

10

AppendixThe alphabets shown below are recommended fonts for headlines and body text that may accompany the

Purdue Agriculture brand on materials. In the event that specified fonts are not available on your system, these alphabets will provide a reference for choosing replacements.

Arial Font

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890Frutiger Font

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890Helvetica Font

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Minion Font

Times New Roman Font

AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

1111

The Purdue Extension Communication Survival Guide

www.extension.purdue.edu/ktgmarketing/comsurvivalguide/ www.extension.purdue.edu/ktgmarketing/comsurvivalguide/Communication Tools and Resources Created Especially for Extension Staff

Download and use Purdue Extension templates for:

• E-newsletters• E-invitations• Brochures and publications

(in Word® and Publisher®)• PowerPoint® presentations

Browse resources that help you:

• Write news releases• Use the Purdue signature correctly• Develop Web sites• Create county marketing plans• Improve presentations

Purdue eXteNSioN

Purdue Extension Style Guide Onlinewww.agriculture.purdue.edu/ agcomm/publishing/styleguide.html

Purdue agricultureIt is the policy of Purdue University that all persons have equal opportunity and access to its educational programs, services, activities, and facilities without regard to race, religion, color, sex, age,

national origin or ancestry, marital status, parental status, sexual orientation, disability or status as a veteran.

Purdue University is an Affirmative Action institution. This material may be available in alternative formats.

Purdue agricultureU N I V E R S I T Y

West African Cowpea Program

West African Cowpea Program

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