California State University San Marcos

Transcription

1 California State University San Marcos Logo Style Guide & Brand Standards Prepared by the CSUSM Office of Communications May 13, 2014 Edition

2 Table of Contents TOPIC / SECTION PAGE NUMBER Section 1: Introduction Section 2: University Naming Conventions Section 3: University Colors Section 4: Approved University Logos University Seal University Logo and Variations University Logo Sub-Brands Branded House vs. House of Brands Spirit Logo and Variations Logo Free Space and Placement Logo Color Variations and Usage Section 5: Retired / Decommissioned University Logos Section 6: Name Tag Protocol Please Note: This style guide will be regularly updated with changes to existing sections and the addition of new sections. Please visit on a regular basis for the latest style guide edition.

3 INTRODUCTION: WHY IS THIS GUIDE SO IMPORTANT? From a marketing and design perspective, the look and feel of all materials and publications affect how image is conveyed and perceived. These standards were created to help bring the image of California State University San Marcos to life. Consistent application of these standards over time will benefit CSUSM through improved awareness, recognition, and professional appearance. This document represents a collection of standards for logo usage that must be adhered to at all times. If you have any questions about the standards presented in this document, please contact the Office of Communications at publicity@csusm.edu or

4 University Naming Conventions Formal / Official Name: California State University San Marcos The official and legal name of the institution is California State University San Marcos (without a comma). All documents or publications communicating information about programs or services of the University should use this name on the cover in a clearly-readable size (preferably through the use of an official logo variation as described on pages 5 and 6 of this guide). In addition, the full name should always be used as the first reference to the University in a speech or body of text. Common Names: CSUSM Cal State San Marcos CSU San Marcos On subsequent reference in a speech or body of text, it is acceptable to use CSUSM, Cal State San Marcos, or CSU San Marcos. For headline use, CSUSM or Cal State San Marcos are acceptable. Cal State San Marcos is also acceptable for use in the University s Spirit Logos as described on page 8 of this guide. 2

5 University Colors Official University Blue Color Name RGB Hex CMYK Pantone CSUSM Dark Blue E2A5B Secondary University Blues Color Name RGB Hex CMYK Pantone CSUSM Medium Blue F3F CSUSM Light Blue A6BCD Other Accent Colors Color Name RGB Hex CMYK Pantone Beige DFD4BA

6 University Seal Purpose The primary purpose of the University Seal is to authenticate the official actions of the University s president, and it is usually accompanied by the President s signature. The seal is only used in formal and official documents as described below. It is not intended for promotional purposes. Acceptable Uses and Permissions Permission of the President s Office or the President s designee is required for use of the seal. Allowable uses include: Diplomas Certificates Legal Documents Official Records 4

7 University Logo and Variations Purpose & Acceptable Usage The University Logo functions as the primary identifying element of the University and is to be used only on official documents related to University business, official signage, or official merchandise. If you are unsure as to whether your desired use of the University Logo is allowable, please contact the Office of Communications at or Approved versions of the logo are demonstrated below: Full Name Hills Above The primary variation of the University Logo. For use in any official medium. Please use this variation whenever possible. Full Name Hills at Left Full Name Text Only A secondary variation of the University Logo. For use in any official medium where vertical space is limited and only a long, horizontal open space is available (eg: University website header). A secondary variation of the University Logo. For use in any official medium. It is completely acceptable to use this stylized full University name without the hills icon adjacent. CSUSM Initials Text Only A stylized, tertiary variation of the University Logo. Primarily for use in official University documents that are stylistically more informal, as well as clothing and merchandise. 5

8 University Logo Sub-Brands Purpose Many different University entities are associated with Cal State San Marcos. It is imperative that the University s name, message, and identity are applied consistently by all entities. In an effort to augment this consistency, yet give all major and / or public-facing operating units a unique identity to call their own, the Office of Communications has developed the following physical sub-brand variations on the University Logo: Full Name Hills at Left and Divisional Name at RIght Full Name Hills Above and Divisional Name Below Which University entities are allowed to use these sub-brand variations? The following entities have permission to use an official sub-brand: Office of the President, University Advancement, Finance & Administrative Services, Academic Affairs, Student Affairs, Community Engagement, the Colleges, School of Nursing, Library, and Extended Learning. The Office of Communications is also allowed to use a sub-brand in campuswide blasts. Other departments and entities my be applicable. Please contact the Office of Communications for approval and logo artwork. When should these sub-brand variations be used? These official sub-brands should be used sparingly. Primarily, they are intended for use in the header on official letterhead and communications originating from the operating unit. They may also be used on unit-specific promotional materials (eg: the brochures produced each semester by Extended Learning). Additionally, their usage must follow the same fundamental standards noted at the top of page 5. What about my department or organization? Are there any exceptions? Units such as academic departments and campus service offices are generally not eligible for their own logo or subbrand. Instead, they should use the University Logo or their division s University Logo Sub-Brand in any given document with a text notation elsewhere in the document highlighting their specific department. Athletics, the Alumni Association, and student organizations should use an official Spirit Logo as defined on page 8 of this guide. A very limited number of Campus units and auxiliaries may create their own unique logos because of their unique missions and needs. These Campus units include, but are not limited to: University Auxiliary Research Services Corporation, and Associated Students Inc. However, these unique logos must show a clear relation the University and are subject to review by the Office of Communications. Please see the examples of this on page 7. 6

9 Branded House Vs. House of Brands Acceptable Uses and Permissions As stated on the previous page, a very limited number of Campus units and auxiliaries may create their own unique logos because of their unique missions and needs. These Campus units include, but are not limited to: University Auxiliary Research Services Corporation, and Associated Students Inc., etc. However, these unique logos must show a clear relation the University and are subject to review by the Office of Communications, please contact the Office of Communications at publicity@csusm.edu or The University Established as a Branded House In these unique cases that Campus units need a unique logo or graphic, the CSUSM hill and intials tag should be added. This will allow the individual units to use a variety of graphics while perserving continuity of the University brand as a whole. Please see the examples below. CSUSM Hills and Initials Logo Tag Option #1 CSUSM Hills and Initials Logo Tag Option #2 ST UDENT V ETER AN ORG ANIZATION 7

10 Spirit Logo and Variations Purpose The Spirit Logo functions as a secondary identifying element of the University and is to be used as such for campus departments and functions related to athletics, student life, alumni relations, and merchandising. Approved versions of the logo are demonstrated below: Cougar Head Only Cougar Head with Name Below Cougar Body with Name Below CSUSM Name or Initials Only Acceptable Uses and Permissions The Cougar Spirit Logo is typically reserved for official use by Cougar Athletics, the CSUSM Alumni Association, SLL / student organizations, and the CSUSM University Store (merchandising). As result, the Office of Communications must first review and approve all Spirit Logo requests. If you would like to discuss using a Spirit Logo variation in your design project, please contact us at publicity@csusm.edu or Other Notes For the Alumni Association and student orgs, the COUGARS text in the blue banner on the bottom edge of the logo can be changed to read ALUMNI ASSOCIATION or use the name of the requesting student org. The spirit logos are also available in one-color versions for screen printing and embroidery. 8

11 Logo Free Space and Placement The following rules apply to the University Seal, the University Logo, the Spirit Logo, and all variations: Free Space Any instance of an approved University logo must maintain a certain amount of free space around the logo to preserve the appearance and integrity of the logo:.25 minimum in small documents (ie: the size of a postcard or smaller).5 minimum in standard-size documents (ie: the size of a letter or tabloid sheet) 1 (and preferably more) in oversize documents (ie: posters or signs) Vertical Placement Typically, an official University logo should appear at the very top (above main content area) or the very bottom (below main content area) of any given document. The campus website and printed letterhead templates are examples of placement at the top of a document. A typical campus brochure with logo and contact information at the end of the body text is an example of placement at the bottom of a document. Other vertical placement may be appropriate in unique document layouts (eg: vertical centering). Horizontal Alignment Typically, an official University logo should align with the left margin, center line, or right margin of any given document, or any given document subsection. Other horizontal alignments are generally discouraged. 9

12 Logo Color Variations and Usage On a White, Beige, or Other Light Background Please use one of the following logo colors: Black (applicable to all logos) CSUSM Dark Blue (applicable to all logos) Multi-color (applicable to Spirit Logo only) On a Black, Blue, or Other Dark Background Please use one of the following logo colors: White (applicable to all logos except University Seal, which can only be displayed on a light background) Multi-color (applicable to Spirit Logo only) 10

13 Retired / Decommissioned Logos The following older CSUSM logos have been retired / decommissioned: C A L I F O R N I A STATE UNIVERSITY SAN MARCOS The previous University Logo (shown below with the full California State University SAN MARCOS name in a serif font below the hills illustration) is retired / decommissioned: The logo should be decommissioned immediately in favor of the updated logo shown on page 5 on digital documents and printed materials. 11

14 Name Tag Protocol Name tags should be a white plastic with blue lettering and have a magnetic fastener on the back. University branded name tags should include: current version of the University logo, Full Name, Text Only the employee s full name; both the first and last name the employee s division To ensure consistency, please order your name tags from: San Marcos Trophy 574 E. Mission Road, Suite J San Marcos, CA PH: FAX: smtrophyplus@juno.com 12