queen's athletics & recreation - visual identity standards

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE


CONTENTS

1 Introduction

3 Primary Mark

4 Identity Elements

5 Identity Architecture

6 Athletics Mark

7 Recreation Mark

8 Horizontal Mark

9 Alternate Marks

10 Colour

11 Background Colour

12 Single Colour Marks

14 Clear Space

15 Minimum Size

16 Proportions

18 Identity Application

19 Fonts

20 Sample Applications

21 Stationery

23 Uniforms

26 File Type

27 Glossary

MORE INFORMATION

For more information on the Queen’sAthletics & Recreation visual identity,its licensing and its use please contact:

ManagerMarketing, Communications and EventsAthletics & RecreationQueen’s UniversityKingston, OntarioCanada K7L 3N6

Tel: 613.533.3326

Email: [email protected]

1


INTRODUCTION

QUEEN’S ATHLETICS & RECREATIONVISUAL IDENTITY GUIDE

While academic excellence is the attribute thatunderpins a university’s reputation, athleticsand recreation programs provide a uniquepoint of interaction with a broad spectrum ofits constituents• Athletics teams often serve as ambassadors to

the world.• Participation in recreational and physical health

activities is equally important, contributingpositively to the health and well being of theuniversity and surrounding community.

The representation of the Athletics & Recreationbrand in these programming areas plays asignificant role in shaping perceptions – fromthe heritage and traditions, to the spirit ofQueen’s University.

Varsity sports have been synonymous withQueen’s since the inception of the Universityand both students and alumni have a strongconnection to the programs. However, with the

increasing number of athletics and recreationprograms at Queen’s, each owning a distinctvisual identity, along with almost one hundredUniversity Athletics brands in Canada andseveral thousand brands in the United States,Queen’s University’s Athletics & Recreationidentified the need to reinvigorate its athleticsbrand in order to better engage its athletes,prospective athletes, participants, spectatorsand alumni.

Queen’s University’s Athletics & RecreationDepartment is pleased to introduce the newQueen’s Athletics & Recreation Visual Identityand this visual identity guide. This guide is aresult of contributions from students, staff,athletes, alumni, marketing, design and focusgroup research. The brand mark for Queen’sAthletics & Recreation is one of the mostimportant players in our Athletics & RecreationDepartment. It serves as the visual focal pointfor Queen’s University Athletics & Recreation,capturing the spirit of our teams, clubs and

programs, their fans and supporters, our schooland its long history of athletics.

This guide will help to promote a unified brandfor the Queen’s Athletics & Recreation programsthat is broad and flexible enough to achievespecific goals, but will reinforce the connectionto Queen’s University, and will enhance brandawareness and strengthen the reputation withinthe community.

The document serves as a guide to ensure theQueen’s Athletics & Recreation visual identity isapplied and positioned across allcommunication platforms in a strong andconsistent manner. Just as we take pride in ourteams, we must also take pride in our brandmark – making a concerted effort to respect andprotect it. Consistency in the application of ourbrand marks with respect to colours, fonts andother elements of our visual identity is critical toits success. Your commitment and support willcontribute to the long-term, overall growth anddevelopment of the Queen’s Athletics &Recreation brand.

1965 - 2007

2008 - Present

2

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

PROUD, STRONG, BOLD, INSPIRING, PERSEVERANT, SUCCESSFUL .. .

The new Athletics & Recreation logo is apromise; one that Queen’s makes to all of itsaudiences – prospective students, currentstudents, faculty, staff, alumni, and friends. Thelogo reflects our proud past, our currentstrength, and a bold future. The logo promisescontinued excellence and competitive spirit. Itdistinguishes Queen’s athletics programs fromits competitors. It is instantly recognizable andis readily associated with Queen’s University.

The new logo retains the historical use of theletter “Q”, with a simplified, dynamic and freshlooking treatment. Its forward tilt suggestsprogressive movement, ongoing aspirationand desire for success. Queen’s Tri-colour, the

“It is important that our identity reflect the attributes ofour athletes, while being recognizable and respectingthe traditions and history of our athletic program.”Leslie Dal CinDirector, Athletics & Recreation

famed red, blue and gold combination, isclearly represented in the logo, with gold thedominant colour. Red and blue are lessprominent, but are no less important torepresent the traditional elements of the brand.

The logo has been designed to bring togetherall of Athletics & Recreation programs under a

common identifiable logo, yet the architectureallows for distinctiveness of each of the teams,the recreation clubs and programs.

The look is bold, simple and uniquely “Queen’s”in nature, reflecting the vision to be the leadingathletics and recreation program in Canada.

3


PRIMARY MARK

PRIMARY (STACKED) MARK

The Primary Mark for Queen’s Athletics & Recreation is the mark ofchoice and should be used whenever possible to help buildrecognition and pride in our teams and programs. This markfeatures two key elements: the Letter Mark (“Q”) and the WordMark (“Queen’s”). When these elements exist on the same surfacethey should be used together as the complete logo and as afixed unit they should never be altered.

The Primary Mark should be used in its tri-colour versionwhenever possible. The one-colour mark should be used whencolour printing is limited (e.g. a newspaper ad) or whenreproducing in black (fax, photocopy and single-coloursilkscreen).

The Queen’s Athletics & Recreation Primary Mark identifies theQueen’s University Athletics & Recreation Department only. Itshould replace all currently used Athletics & Recreation marks. Itis not intended to replace the official Queen’s University logo.

Letter Mark (or Symbol)

Complete Logo

Word Mark

4


IDENTITY ELEMENTS

USING THE LETTER MARK AND WORD MARK SEPARATELY

The Primary Mark should always be your first choice. However, youmight come across an application where it is not practical to usethe Primary Mark. In those cases only, you may use the Letter Markor the Word Mark on its own. Preference should be given to full-colour versions of these marks.

Letter MarkThe Letter Mark may be used in place of the Primary Mark whenspace is extremely limited (as on a golf ball) and when the contextof the mark is clear (i.e. the item it appears on clearly relates toQueen’s University Athletics & Recreation). Please refer to page 15for minimum size restrictions when applying the Primary Mark.

WordMarkThe Word Mark may be used in place of the Primary Mark whenspace is limited (as on a narrow item such as a pencil) and contextof the mark is clear (i.e. the item it appears on clearly relates toQueen’s University Athletics & Recreation). Please refer to page 15for minimum size restrictions when applying the Primary Mark.

APPROVALAny separation of the PrimaryMark must be approved inadvance by the Athletics &Recreation Department.

Letter Mark (or Symbol)

WordMark

5


IDENTITY ARCHITECTURE

QUEEN’S ATHLETICS & RECREATION COMMUNITY

Queen’s Athletics & Recreation comprises a number of differentprograms and offerings, all of which play an important role inrepresenting us to the larger community. We have created abrand architecture and nomenclature system that allows us torepresent these various constituents under one cohesive um-brella brand, while recognizing the need for distinctiveness thatis unique to the respective programming cultures.

This page describes the different identities and signatures withinthis system, when to use which, and how to create identitieswithin the system.

VOLLEYBALL TRACK AND FIELD INTRAMURALS FITNESS

Queen’s Athletics & Recreation

Primary Mark

Programs

Examples

6


ATHLETICS MARK

IDENTIFYING TEAMS AND CLUBS

Unique artwork has been created to identify Athletics, as well aseach of the Queen’s teams and clubs. The name of the team orclub appears below the Primary Mark in a blue banner. Thebanner is exclusive and must never be used to create newidentifiers or slogans without prior authorization from Athletics& Recreation. (These marks are different from those used forrecreational groups and programs, shown on page 7).

ATHLETICS SIGNATURESPlease contact the Queen’sAthletics & RecreationDepartment for the mostcurrent and comprehensive listof Athletics signatures that areavailable.

VOLLEYBALL TRACK AND FIELD

Example Signatures

Varsity Teams and Clubs

7


RECREATION MARK

IDENTIFYING RECREATIONAL GROUPS AND PROGRAMS

Unique artwork has been created to identify each of the Queen’srecreational groups and programs. (These marks are differentfrom those used for varsity teams and clubs, shown on page 6).No other group name, program or slogan should appear belowthe Primary Mark without authorization from the Queen’sUniversity Athletics & Recreation Department.

RECREATION SIGNATURESPlease contact the Athletics &Recreation Department for themost current and comprehensivelist of Recreation signatures thatare available.

INTRAMURALS

Example Signatures

FITNESS

Recreational Groups and Programs

8


HORIZONTAL MARK

The Horizontal Mark is only to be used when vertical space islimited making it impossible to use the Primary Mark (eg. rinkboard advertising).

APPROVALUse of the Horizontal Mark mustbe approved in advance by theAthletics & RecreationDepartment.

Horizontal Mark

Alternate Horizontal Mark

9


Primary Mark with Red Outline

Athletics Mark with Red Outline

RecreationMark with Red Outline

ALTERNATE MARKS – RED OUTLINE AND BLOCKING

PRIMARY MARK WITH RED OUTLINE

Use these versions of the Primary Marks only when reproducingthe mark on a dark blue or black background. The red outlinecreates colour contrast to enhance the prominence and legibilityof the mark.

APPROVALUse of the various alternate marksmust be approved in advance bythe Athletics & RecreationDepartment

10


COLOUR

THE TRI-COLOUR

The Queen’s Athletics & Recreation primary colours are similar tothe Queens University Tri-colour palette. However, the Athletics &Recreation Department has adopted the Queen’s gold as theirprimary colour.

Secondary ColoursThe Queen’s Blue serves as a secondary colour for Athletics &Recreation. Red is used as an accent colour. Gold, Red and Bluecan all be used as background colours. When choosing fabricitems such as t-shirt, try to match the tri-colours as closely aspossible, or use white, black or gray.

NOTEBecause of variations in printand display technologies, thesecolours as printed here may notappear accurately. Please usecolour numbers provided whenspecifying or selecting colours.

PMS 124C 0M 27Y 100K 0

R 254G 190B 16

PMS 124C 0M 27Y 100K 0

R 254G 190B 16

R 0G 48B 94

PMS 187C 5M 100Y 71K 22

R 183G 18B 55

PMS 424C 30M 22Y 19K 53

BLACKC 0M 0Y 0K 100

WHITEC 0M 0Y 0K 0

Primary Colour

Secondary Colours

PMS 295C 100M 68Y 8K 52

R 101G 105B 110

R 0G 0B 0

R 255G 255B 255

11


BACKGROUND COLOUR

USING BACKGROUND COLOURS

The Queen’s Athletics & Recreation marks can appear onlyon a background of white, black, gray or one of the Queen’sTri-colours. See page 10 for colour specifications.

Note that when placing the mark on a blue or black background,you must use the Alternate Mark to create sufficient contrast forthe mark to be prominent and legible. (See page 9).

APPROVALDeviation from these sixbackground colours (gold, red,navy, grey, black and white) is notpermitted without the priorauthorization of the Athletics &Recreation Department.

Primary Mark and Background Colour

12


SINGLE COLOUR MARKS

These are used in situations where use of the tri-colour logo ofthe Primary Mark cannot be used.

BLACK OR WHITE OR GOLD

Two-colour variations of the Athletics marks are not available. Insingle or two-colour print jobs, the Athletics marks should bereproduced in either black or reversed (knocked out) of black orother colours listed on page 10. The marks can also bereproduced in gold on one of those colour backgrounds. Thebackground colour used must contain enough contrast so thatthe logo maintains legibility.

Grayscale versions of any of the Athletics marks are never to beused under any circumstances

APPROVALUnder no circumstances can asingle-colour application of themarks be in any other colour thangold, black, or white. Somevariations on the mark arepossible only with consultationand approval in advance fromthe Athletics & RecreationDepartment.

Primary Mark in Black,White, Gold

Athletics & RecreationMarkin Black,White, Gold

Athletics Mark in Black,White, Gold

RecreationMark in Black,White, Gold

13


SINGLE COLOUR MARKS – ALTERNATES

These alternate marks are used only in unusual circumstanceswhen the Primary Mark cannot be used.

Black orWhiteTwo-colour variations of the alternate Athletics marks are notavailable. In single or two-colour print jobs, the alternate Athleticsmarks should be reproduced in either black or reversed (knockedout) of black or other colours listed on page 10. The backgroundcolour used must contain enough contrast so that the logomaintains legibility.

Grayscale versions of any of the Athletics marks are never to beused under any circumstances.

APPROVALUnder no circumstances can asingle-colour application of themarks be in any other colour thanblack or white. Some variations onthe mark are possible only withconsultation and approval inadvance from the Athletics &Recreation Department.

Letter Mark in Black andWhite

WordMark in Black andWhite

Horizontal Mark in Black andWhite

WordMarkVariation in Black andWhite

14


CLEAR SPACE

X

The Primary Mark (and all other marks) must be positioned in aplace of prominence, free of visual clutter and reproduced at asize that respects its significance and allows it to be easily read.

CLEAR SPACE

A minimum amount of clear space must be maintained on allsides of the mark to optimize its visual impact. Using thethickness of the “Q” in the Word Mark to represent “X”, there mustbe clear space on all sides of the mark equal 1X. No text, pattern,texture or graphic element should appear in this space.

This space applies to all logos, Word Marks, and Letter Marks.

X

X

15


MINIMUM SIZE

MINIMUM SIZE

A standard for minimum size ensures that the Word Mark isalways legible. In print applications the height of the PrimaryMark should never be less than 0.75 inches. In digital applicationsthe height of the mark should never be less than 72 pixels. Inembroidery applications the height of the mark should never beless than 2.25 inches.

Print

Digital

Embroidery

0.75 inches

72 pixels

2.25 inchesActual size not shown

16


The complete logo comprises two components, the Letter Markand the Word Mark. The relative size and proportion of those twocomponents are as follows:

The distance between the base of the Q in the Letter Mark to thetop of Word Mark is equal to 10% of the height of the completelogo.

The width of the Letter Mark is equal to one half the width of theWord Mark.

The centre reference point is located at the point where the tailjoins the base of the Q in the Letter Mark

The slope of Primary Mark is set at 10 degree angle.

PROPORTIONS

10%

10°

100%

x

centre reference

2x

17


PROPORTIONS

ATHLETICS MARKS & RECREATION MARKS

Measurements shown here are for reference only and are basedon 2 inch wide logo. Other sizes would be proportional to this.

Athletics MarkThe name appears in gold and is centred both horizontally andvertically within the solid bar.

The name must fit within the colour bar. If the name is too long tofit, the character tracking may be reduced slightly and if necessarythe font size can be reduced to no less that 10 points (based onthe 2 inch wide reference logo as shown here).

RecreationMarkThe name appears in blue and is centred immediately below theLogo Mark.

The distance between the logo Mark and the name is one half thedistance between the Letter Mark and Word Mark

The name cannot be any longer than the width of the Logo Mark.

If the name is too long to fit, the character tracking may be re-duced slightly and if necessary the font size can be reduced to noless than 10 points (based on the 2 inch wide reference logo asshown here).

LetterspacingValuesMS Word – character spacing expanded by 1ptinDesign/Illustrator – tracking +100QuarkXpress – tracking +20

ATHLETICS RECREATION12 pt Myriad Pro Bold Italicletterpaced

x

2x

2 inch wide reference Primary Athletics Mark 2 inch wide reference Primary Recreation Mark

18


IDENTITY APPLICATION

MISTAKES TO AVOID

To maintain the integrity of the Queen’s Athletics & Recreation Marksand build brand equity, we must apply them with accuracy andconsistency. The following is a list of rules and accompanying examplesof ways in which the logo cannot be used. However, mistakes to avoidare not limited to these rules:

1,2. Never use pre-exisiting artwork or Word Marks

3. Never reproduce the identity in colours other than fulltri-colour, black, white or gold.

4. Never place the mark on unofficial background colours.

5. Never change the position, size or scale of the elements.

6. Never recreate the mark using a different font.

7. Never attempt to add elements or to create an unauthorized name.

8. Never contain the mark within a shape.

9. Never alter the mark with the addition of special effects.(eg. shadowing)

10. Never use the identity or any of its elements to create a pattern.

11. Never use the logo or any element of it with a sentence or bodyof text.

12. Never convert colour logos to grayscale.

13. In black and white version, never have a filled in black or white “Q“.

14. Never reproduce the logo ghosted or in a tint.

NOTEThe above rules apply to all variations ofthe Athletics & Recreation logoswhether they are reproduced in colouror in black and white.

GO GO!

ROWING

3

6

9

4

7

12

13 14

10

5 8

11

1 2

19


FONTS

MARKETING AND COMMUNICATIONS MATERIALS

Queen’s Athletics & Recreation fonts are from the Myriad Profamily. As a general guide, Myriad Pro Bold should be used for allheadlines. Myriad Pro Light should be used for body text. In caseswhere legibility might become an issue, Myriad Pro Light may bereplaced by Myriad Pro Regular. (eg. when reversed out of solidcolour). These fonts are readily available for purchasing anddownloading from the web, in both Macintosh and PC formats,from most type vendors including www.Adobe.com.

Daily Correspondence and Electronic CommunicationsFor daily correspondence and electronic communications,including the use of electronic templates (eg. MS Word), theTrueType fonts Arial, Verdana or Corbel can be used in place ofMyriad Pro. Arial font is widely available and installed on mostcomputers.

NOTEThe exception to the standardfont is in uniforms where aspecific numbering system isin place. (See page 23.)

Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Myriad Pro Light


Myriad Pro


SUBSTITUTE FONTS

ArialABCDEFGHIJKLMabcdefghijklmnopqWindows XP, 2000, 98

VerdanaABCDEFGHIJKLMabcdefghijklmnopqWindows XP, 2000, 98

CorbelABCDEFGHIJKLMabcdefghijklmnopqWindows Vista

20


SAMPLE APPLICATIONS

PUBLICATIONS

These are a few samples of how the identity and variouselements may be used to create a publication.

frontback

Booklet / Program

Flyer / Poster

WOMEN’S

VOLLEYBALL2009 SCHEDULE

September 1 vs McMaster

September 6 at Guelph

September 13 vs Laurier

September 20 at Toronto

September 27 at Western

October 4 at York

October 11 vs Ottawa

October 18 at Waterloo

Note: all regular schedule games start at 1 pm

www.queensu.ca/athletics

ATHLETICS & RECREATION

Queen’s UniversityKingston, OntarioCanada K7L 5C4Tel 613 533-2500www.gogaelsgo.com w

VARSITY MEN’S

BASKETBALL

www.queensu.ca/athletics

21


STATIONERY

athletics & recreationPhysical Education CentreQueen’s University39 Union StreetKingston, OntarioCanada k7l 5c4Tel 613 555-5555Fax613 555-5555www.gogaelsgo.com

First LastTitle

side 1 side 2

Administration Business Card

Coaches Business Card


Queen’s UniversityKingston, Ontario, Canada K7L 3N6Tel 613 555-5555 cell

613 555-5555 evenings/weekendsFax 613 [email protected]

First LastHead CoachQueen’s Rowing

Name9pt Myriad Bold

Dept Name7pt/8 Myriad Pro Bold Capsflush left

Address7.5/9.5 Myriad Pro Lightflush left

Athletics & RecreationPrimary Mark1.25 inches wide

Name10pt Palatino

Dept Name8pt/8 Palatino Small Capsflush left

Address7pt/9 Palatinoflush left

Queen’s logo1 inch wide

Athletics &Recreation Mark1.125 inches wide

22


STATIONERY

QUEEN’S ATHLETICS & RECREATION

www.gogaelsgo.com

Q


www.gogaelsgo.com

Q


www.gogaelsgo.com

Queen’s UniversityKingston, OntarioCanada K7L 3N6

Tel 613 533-2500www.gogaelsgo.com

Letterhead

Athletics & Recreation Mark1.25 inches wide

mailing address8.5pt/11 Myriad Pro Lightcentred

web address7.5pt/11 Myriad Pro Boldcentred

Queen’s logo1.25 inches wide

Masthead

23


UNIFORMS

UNIFORMS

Queen’s Athletics & Recreation visual identity standards shall beused in all uniform application.

Colour HierarchyEach uniform (home, away and alternate) uses the Queen’sAthletics & Recreation tri-colour and uses one of the colours as adominant and the other two as support colours dependent onwhether the team is home, away or requires the alternate uniform.The charts to the right indicate the percentages that should beattributed to each colour.

AlternateWordMark with BlockingUse this version of the Word Mark with prominent red colourblocking when the official version, (which features a blue colourblocking), is not viable. An example would be on a dark blueT-shirt that clashes with the blue in the mark.

AlternateWordMarkVariations without Colour BlockingUse this version of the Word Mark in extremely limited cases andonly in situations where the prominent colour block is notfeasible. An example of use is in uniform applications.

Uniform Font“Knockout #50” font is used for uniform numbering. “Knockout#48” font is used for uniform name lettering. Generally, thenumbers shall appear in blue with a red outline as shown at right.In cases where the uniform is dark blue or red the number colourand piping may be changed appropriately.

Uniform Colour Hierarchy

HomePrimary – 75% Gold

Secondary – 20% BlueTertiary – 5% Red

AwayPrimary – 75% Blue

Secondary – 20% GoldTertiary – 5% Red

AlternatePrimary – 75% Red

Secondary – 20% BlueTertiary – 5% Gold

Numbering system

AlternateWordMarkVariations without ColourBlocking

AlternateWordMark

24


UNIFORMS

HOME / AWAY DESIGNATION

Unless otherwise prescribed by league or playing rules andregulations:• Varsity Teams and Clubs shall play home games in Gold uniforms.• Blue uniforms will be the “away” colour with red uniforms as an

alternate away uniform if required.• The university name, in the correct Word Mark must appear on the

front of the uniform. If the university name does not appear on thefront then it must be predominant on the back.

PLACEMENT AND SIZE

UniformTop (front)• Word Mark shall not be curved or configured in an arc shape.• Word Mark (”Queen’s” in the appropriate colour) shall be no less

than 12 inches in length and 2.5 inches in height.• Use of the full Word Mark is first preference.• Letter Mark (“Q”) or Primary Mark may be substituted in some cases

where regulations prescribe number size and/or where nonumbers are required.

UniformTop (back)• Letter Mark (“Q”) – no less than 3 inches in height.• The Word Mark may be substituted in this location if it doesn’t

appear on the front of the uniform.

Clear Space• Space between Letter/Word Mark and number should be equal to

half the height of the Letter Mark or Word Mark.

Top – Front

Top – Back

NumbersKnockout font with outline

NumbersKnockout font with outline

Word Mark (variation)no less than 12 inches wide or2.5 inches high

Letter Markno less than 3 inches high

x2x

APPROVALSAll uniform design/decoration must beapproved in advance bythe Athletics & RecreationDepartment.

DEVIATIONIn certain uniformapplications it may benecessary to deviate fromthese standards. TheAthletics & RecreationDepartment has solediscretion in all designand application.

NOTEThese illustrations depicta generic uniform and areonly intended forindicating logo andnumber placement.Consideration must givenfor size of actual uniform.Adjust Word Mark andnumbers proportionallyas required.

x2x

25


PLACEMENT AND SIZE

Uniform short/pant• Letter Mark (“Q”) – no less than 2 inches in height and no

larger than 3 inches in heightA – preferred logo placement

on left front leg regardless of pant lengthB – secondary placement

if manufacturer logo is on the left front legC – tertiary logo placement

if manufacturer logo or design elements interfere with thelogo placement

UNIFORMS

APPROVALSAll uniform design/decoration must beapproved in advance bythe Athletics & RecreationDepartment.

DEVIATIONIn certain uniformapplications it may benecessary to deviate fromthese standards. TheAthletics & RecreationDepartment has solediscretion in all designand application.

NOTEThese illustrations depicta generic uniform and areonly intended forindicating logo andnumber placement.

Short / Pant

Letter Markno less than 2 inches highno greater than 3 inches high

BA

C

26


FILE TYPE

CHOOSING THE RIGHT FILE TYPE

A naming convention for files has been adopted to make it easyto source the artwork you need. Each file is identified with codesfor mark type, team, program, group or club, colour and file type.

Artwork is available in both .jpg and .eps formats.

EPSThese files can be scaled without losing quality and are used forall high-resolution print applications. The EPS format will producebest results on printed material.

JPGThese types of files are intended for MS PowerPoint, MS Word useand digital media (eg. DIN, web, etc.).

Files will work on both Mac and Windows platforms.

ONLINE VERSIONA PDF version of this guideis available. Please call theAthletics & RecreationDepartment for moreinformation.

File Naming

QA_ATH_VB_CMYK.EPS =

First Level DescriptorPM: Primary MarkLM: Letter MarkWM: Word MarkWM_ALT: Alternate Word MarkATH: AthleticsREC: RecreationATHREC: Athletics & Recreation

File TypeEPS: Vector BasedJPG: Pixel Based

Identity NameEvery Queen’s Athletics& Recreation digital sig-nature file begins withthese letters.

Second Level DescriptorSTK: StackedHOR: HorizontalVB: VolleyballINT: IntramuralsFIT: Fitness

Colour DescriptorCMYK: ProcessPMS: SpotRGB: WebBLK: BlackWHT: White

VOLLEYBALL

27


GLOSSARY

Clear SpaceThe space around the logo that is kept emptyto isolate the logo and make it more visible.

CMYKCyan, Magenta, Yellow and Black; thesubtractive primaries and four colours used instandard four-colour process printing toreproduce a full colour range.

Colour PaletteA selection of colours that have been groupedaccording to usage; namely, Queen’s Athletics& Recreation Primary and Secondary colourpalettes.

Digital ArtworkArtwork that is computer-generated andavailable for use through appropriate softwareapplications.

DPIDots per inch; refers to the output resolution ofprinted electronic artwork – text or image.Ideal resolution for print applications is 300 dpiand 72 dpi for web applications.

Electronic ArtworkMedia that are dependent on a display device(eg. monitor, projector, television).

EPSEncapsulated PostScript; this is a standard fileformat that supports both pixel-based andvector-based graphics; only output devices withPostScript capabilities can use this format.

HEXHexadecimal; a numbering system commonlyused to define colours for the Internet; itexpresses RGB values.

JPEGJoint Photographic Experts Group; a pixel-basedfile that reduces the number of colours used tokeep the file size small but loses some imagequality as a result; this file format is commonlyused for Internet photos.

Minimum SizeThe smallest size the logo can appear in anapplication and may vary according to anyparticular use.

PMSPantone Matching System; An internationalreference for selecting, specifying, matchingand controlling ink colours.

Positive (Logo)A version of the logo that appears on a whitebackground.

PPIPixels Per Inch; refers to the quality orresolution of a pixel-based image.

Process ColourThe creation of colour by combining two ormore of the subtractive colour inks, Cyan,Magenta, Yellow, and Black (CMYK). Four-colourprocess printing uses these separate printingplates to produce full colour reproduction.

RGBRed, Green, Blue; the additive primary coloursand the three basic colours used by displaydevices (eg. computer monitors) to visuallysimulate all visible colours; each of the threevalues is expressed as a number between 0and 255.

ResolutionA measurement of the output quality of animage, usually in terms of pixels (PPI) for webapplications, dots (DPI) for print applications, orlines per inch (LPI) for print applications; theterminology varies according to the intendedoutput device.

Spot ColourA standard, ready-made colour with a uniquereference number. It is printed on one printingplate which contains one matched colour ofink, typically a PMS colour. Spot colours areused when only one or two solid colours areneeded on a page or when a colour has tomatch perfectly and be consistent such as witha company logo or when colours are thetrademark of the organization or message.



Queen’s UniversityKingston, OntarioCanada K7L 3N6Tel 613 533-2500Fax 613 533-6478www.gogaelsgo.com 08-0323

queen's athletics & recreation - visual identity standards

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