VISUAl IDeNtItY & BRAND USAge

2

the logo Y E A R O F T H E A RTS AT DA RT M O U T H the logo

3

Y E A R O F T H E A RTS AT DA RT M O U T H

Features

the Year of the Arts at Dartmouth logo consists of two parts:

n the logotYPe: Customized treatment of typeface: gotham

enclosed in a customized box

n the ICoN: Custom mark

spacingn the logotYPe construct is centered below the ICoN.

n the width of the ICoN matches the width of the logotYPe construct.

n the measurement from ICoN to logotYPe is the height of the “Y” in YeAR.

l o g o t Y P e

I C o N

4

the logo Y E A R O F T H E A RTS AT DA RT M O U T H the logo

5

Y E A R O F T H E A RTS AT DA RT M O U T H

color Variations

priMarY (2 color)

Use this logo for applications where

budget allows for use of spot colors.

4-color

Use this logo for applications

where budget allows for use of

4-color process.

BlacK anD WHite

Use this logo for applications where

budget does not allow for use of spot

colors or four-color process.

KnocKout Version

Use the knockout version of the logo on black or very dark

colors and photography. Acceptable knockout colors are

black and all other primary and secondary brand colors.

tagline Variations

Use the below system when adapting to include the

tagline. Always center both the tagline and year under

the logotYPe.

Tagline would go here. Ł2012-2013

C e l e b r a t i n g o v e r 2 0 0 y e a r s

o f C r e a t i v i t y

2012|2013

6

the logo Y E A R O F T H E A RTS AT DA RT M O U T H

color Variations & usage WitH url

When including the website address, always center the url below the logotYPe

and space measurement should be the height of the “D” in DARtMoUth.

color

reVerse

BlacK anD WHite

.

ColoR

7

Y E A R O F T H E A RTS AT DA RT M O U T H

PANTONE 368 C

priMarY

palette

color usage

Color plays an important role in communicating the Year of

the Arts at Dartmouth brand. the colors for printed materials

used in this identity system have been established based on the

PANtoNe® Matching System, the standards for which are shown

in the current edition of the PANtoNe Color Formula guide.

PANtoNe colors must be specified for correct color matching, and

extra care should be taken to control the differences in printing

equipment, technologies, inks, threads, and paper (from coated to

uncoated) to maintain correct and consistent color.

CMYK 0.60.0.100

PANTONE 7540 C

CMYK 0.0.0.72

}For print MeDia

RGB 114.191.68

HEX #72BF44

RGB 105.106.109

HEX #696A6D

}For electronic MeDia

8

tYPogRAPhY Y E A R O F T H E A RTS AT DA RT M O U T H

priMarY tYpeFaces

Typography is a strong extension of the Year of the Arts at

Dartmouth brand personality. For this reason, specific typefaces

have been selected to support brand development and maintain

consistent messaging. The following fonts have been selected

for this purpose:

n GOTHAM (primary sans serif) use Helvetica as secondary

n BEMBO (primary serif) use Garamond as secondary

These simple, classic faces help us communicate ideas simply

and confidently.

We have a few general rules to follow:

n Use Sans serif font for body copy and headlines

n Use Serif font for body copy and sub-headlines

n Do not use all uppercase for any body copy text blocks

seriF: BeMBo (examples of use: sub-headlines and body copy)

regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

seMiBolD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

sans seriF: gotHaM (examples of use: headlines and body copy)

BooK ABCDeFghIJKlMNoPQRStUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

MeDiuM aBcDeFgHiJKlMnopQrstuVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BlacK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890