Purdue Extension. Purdue Extension Style Guide. Guidelines for Applying the. Purdue Extension. Brand

Transcription

1 Purdue Extension Purdue Extension Style Guide Guidelines for Applying the Purdue Extension Brand Revised 2008

2 About the Purdue Extension Style Guide Branding creates an image, promotes recognition, and contributes to an identity. Let s make Purdue Extension a household name in Indiana. One step we can take toward that goal is to follow the guidelines in this style guide. The guidelines ensure that Purdue Extension is consistently branded, just as Coca Cola always labels its red cans with the same cursive lettering and Honda adorns its cars with its distinctive letter H. This style guide is an effort to promote consistent use of the Purdue Extension brand and its associated logos, elements, and terms. All Purdue Extension materials meant for public consumption should be produced according to these guidelines. Contents 1. Purdue Extension Banner Elements...3 a) Purdue Signature...3 b) Purdue Extension Arc...4 c) Purdue Extension Signature Knowledge to Go Mark...5 a) Applications b) Text Guidelines for Knowledge to Go and Purdue Extension 3. EEO Statements...6 a) Formal Purdue Extension EEO English b) Formal Purdue Extension EEO Spanish c) Short Purdue Extension EEO English d) Short Purdue Extension EEO Spanish 4. Purdue Extension Numbered Publications...7 a) Front Page or Cover Layout...7 b) Back Page Layout Resources CDs/DVDs, Web Sites, Presentations Purdue Extension in the News Font Examples...10 This style guide is available online at: publishing/styleguide.html Written, designed, and produced by the Publishing Unit, Department of Agricultural Communication

3 1. Purdue Extension Banner Elements Use the Purdue Extension banner on all Purdue Extension materials, whether numbered or unnumbered, educational or promotional, paper or electronic. It s an effective way of branding Purdue Extension. The Purdue Extension banner contains three elements: the Purdue signature, the Purdue Extension arc, and the Purdue Extension signature. You can find templates (in Word and Publisher) incorporating the Purdue Extension banner for a publication, tri-fold brochure, and Power- Point at the Communication Survival Guide for Purdue Extension Staff < under Purdue Extension Templates. When the Purdue Extension banner is to be commercially printed, the top, left, and right edges should extend an additional 1/8 over the publication trim lines. This extra trim is unecessary if printing to a desktop printer or copier. In these cases, the Purdue Extension banner can be published with 3/16" white left, top, and right margins. See example at right. When sizing any branding 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. In addition to the Purdue Extension banner, Purdue Extension numbered publications have other required features. These are discussed on page 7. a) Purdue Signature The Purdue signature is the identifying logo for the university and is also part of the Purdue Extension banner. Preferred Usage Use Purdue signature, official colors. Alternative Usage (and for placement in the Purdue Extension banner) 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 The Purdue Extension banner and signature provide consistency among varied materials and branding recognition to our audiences. If printing to a desktop printer or copier, the Purdue Extension banner can be published with 3/16" white left, top, and right margins. The Purdue Signature (2-color) The Purdue Signature, one color Process (four-color) gold Pantone 25-4 Spot gold (uncoated paper) Pantone 1245 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: < Spot gold (coated paper) Pantone 132 Metallic gold Pantone 8960 NOTE: For PDF and desktop-printed materials, Pantone 25-4 gold will produce the most accurate color results. 3

4 Purdue Extension The Purdue Extension Arc and Signature b) Purdue Extension Arc Place the black and gold Purdue Extension arc at the top of the front page. c) Purdue Extension Signature Place the Purdue Extension signature in the upper right corner immediately under the Purdue Extension arc. Preferred Usage Use the font Minion with all capital letters. Color Purdue gold, and color Extension black. Alternative Usage The Times New Roman font may be substituted. Purdue Extension may be displayed in grayscale. Preferred Font AaBbCc Minion Font Alternative Font AaBbCc Times New Roman Font The Purdue Extension signature may be used as an independent mark (e.g., on signage) because it gives recognition to both Purdue University and Purdue Extension. However, it is best displayed along with the Purdue Extension arc. Purdue Extension The Purdue Extension typographic mark shown in two colors. (See explanation of official ink choices on page 3.) Purdue Extension The Purdue Extension typographic mark shown in one color (black/grayscale). The Purdue portion is a 60% black dot screen. 4

5 a 2. Knowledge to Go Mark The Knowledge to Go mark is the secondary identifier for Purdue Extension, and it is displayed on the front of Purdue Extension materials. Remember to maintain the size, color, and proportion of the mark. a) Applications Black and white, reversed Process full color blue, black, white b Preferred Application Place the Knowledge to Go mark in the lower left of the front page (preferred). Use the mark in its entirety and do not modify it. Alternative Application If the mark is positioned over a busy or low-contrast background, add a drop shadow or stroke to the logo to increase readability. Approved modifications of the Knowledge to Go mark include: Black and white reversed logo (bitmapped and vector) a Process full color (Pantone blue, black, white) b Spot color (Pantone 280 blue, black, white) c County name in place of the 888 number d You can find applications of the Knowledge to Go mark at < b) Text Guidelines for Knowledge to Go and Purdue Extension Always capitalize the K and G in Knowledge to Go. The t in to should be lower case because it is a preposition. In a text/paragraph setting, use a sans serif font such as Arial, and enhance with bold and italic settings as in the examples above. Purdue Extension is the informal name for Purdue University Cooperative Extension Service. It s 12 syllables and 28 characters shorter than the longer name, easier to say, and quicker to write. It is thus preferred in all but the most formal contexts (e.g., legal documents and envelopes). The first reference in a news article or release, however, should always be to the Purdue University Cooperative Extension Service. Purdue Extension should be used in all subsequent references. Spot color PMS 280 blue, black, white County logo county name in place of 888 number County logo applied color c d If the Mark is placed over a busy or low contrast background, add a drop shadow or stroke to the logo to increase readability. 5

6 3. EEO Statements Use one of the following EEO (equal access/equal opportunity) statements for all Purdue Extension material (including Vet Medicine, 4-H, and CFS). EEO statements placed on the bottom of the back page or back cover. a) Formal Purdue Extension EEO English It is the policy of the Purdue University Cooperative Extension Service 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. b) Formal Purdue Extension EEO Spanish Purdue Agriculture NEW 8/07 La política del Servicio de Extensión Cooperativa de la Universidad de Purdue (Purdue University Cooperative Extension Service) 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. It is the policy of the Purdue University Cooperative Extension Service 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. Order or download materials at the Purdue Extension Education Store This graphic shows a typical placement of the EEO statement on the last page of a publication. c) Short Purdue Extension 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: The Purdue University Cooperative Extension Service is an Affirmative Action, equal access/ equal opportunity institution. d) Short Purdue Extension EEO Spanish Servicio de Extensión Cooperativa de la Universidad de Purdue es una institución de Acción Afirmativa que ofrece igualdad de acceso y oportunidades. 6

7 4. Purdue Extension Numbered Publications a) Front Page or Cover Layout In addition to the Purdue Extension banner (page 3) and the Knowledge to Go mark (page 5), the front page or cover of Purdue Extension numbered publications or other materials should include two other required features: a publication number and the Expert Reviewed mark. I. Publication Number Purdue Extension numbers are assigned to publications whose authors have researched a topic, written about the results of their research, and submitted their work to two or more reviewers who agree that the content is the best and most scientifically accurate. Preferred Usage Use the font Arial condensed or Arial narrow, 10pt./12pt. size. Place the publication number 3/8" below the Purdue Extension signature. Alternative Usage The Helvetica condensed font may be substituted. Place the publication number in the upper right corner of the front page. See the Appendix for font alphabets. For further information on publishing procedures, see: < II. The Expert Reviewed Mark The Expert Reviewed mark tells the reader that the material has gone through the Extension Peer Review process, that it is research-based, high quality, unbiased, and scientifically accurate. It can only be used on peerreviewed numbered Extension publications. Remember to maintain the size, color, and proportion of the mark. Preferred Usage For Web-only publications, place the Expert Reviewed mark right aligned along the baseline of the last line of the publication title. For printed publications, place the Expert Reviewed mark on the front (preferred) or back page (see Back Page Layout, page 8). Alternative Usage If the front cover s design doesn t allow for the Expert Reviewed mark, place it on the back cover (see Alternative Placement of the Expert Reviewed Mark, page 8). Adjust the placement of the Expert Reviewed mark as needed. For further information on publishing procedures, see: < Purdue Extension AY-000 3/8" spacing 7

8 It is the policy of the Purdue University Cooperative Extension Service 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. Order or download materials at the Purdue Extension Education Store b) Back Page Layout At the bottom of the back page/back cover of Purdue Extension numbered publications, a collection of mandatory elements must be placed below a one-half point gold rule. This grouping has been developed to satisfy the legal and promotional requirements of Purdue University, the College of Agriculture, and/or the Purdue University Cooperative Extension Service/ U.S. Department of Agriculture. They should be used in this order and position on all Purdue Extension numbered materials. The status (New/ Revised), month, and year identifiers are also placed on the upper right of the element group. I. EEO Statement The EEO statement is included in the far right of the mandatory element grouping, followed by the Affirmative Action Statement and the available formats line. English and Spanish variations of the EEO statements are available (page 6). Be sure to use the Purdue Extension version of this statement, which is already included within the template. II. Knowledge to Go Mark & Purdue Extension Education Store Promotional Text The Knowledge to Go mark and the Purdue Extension Education Store promotional text, including the 888 number and URL, are used as a unit. The elements in this unit should never be separated, and the Knowledge to Go mark should not be removed. III. Media Distribution Bar Code A UPC bar code must be positioned in the lower left corner of any publication, CD-ROM case, or video case that will be inventoried through MDC. For information on how to obtain a bar code for a new project, contact Purdue AgComm Publishing. IV. Alternative Placement of the Expert Reviewed Mark In the case of a full-image front and back cover, the Expert Reviewed mark may be included on the back cover instead of the front. It should be added on the upper left of the mandatory elements. Purdue Agriculture NEW 8/07 It is the policy of the Purdue University Cooperative Extension Service 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. Representative back page with no bar code. Note the Purdue Signature in the lower left. Purdue Agriculture NEW 8/07 Order or download materials at the Purdue Extension Education Store Back page of a printed publication. A UPC bar code has replaced the Purdue Signature in the lower left, and the Expert Reviewed mark has been added above it. Purdue Agriculture NEW 8/07 It is the policy of the Purdue University Cooperative Extension Service 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. Order or download materials at the Purdue Extension Education Store Mandatory elements group for a Web-only document or for printed material that will not be inventoried through MDC. These elements should never be separated. Purdue Agriculture NEW 8/07 It is the policy of the Purdue University Cooperative Extension Service 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. Order or download materials at the Purdue Extension Education Store 8 Mandatory elements group for a printed document that will be inventoried through MDC. These elements should never be separated.

9 5. Resources Purdue University Logo < Purdue University Logo + Knowledge to Go Logo < Purdue Extension Templates < templates.html> Remember: When sizing any branding 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. 6. CDs/DVDs, Web Sites, and Presentations Logos, marketing graphics, and templates can be downloaded for quick application. See page 11 for more resources. In this age of electronic media, Purdue Extension makes information available in many presentation formats, such as CDs and DVDs, Web pages, and Microsoft PowerPoint presentations. The following examples show how the Purdue Extension banner and other features should be used in these types of applications. Purdue Extension Style guidelines applied to a CD jewel case Purdue Extension guidelines applied to a typical Web site design Purdue Extension Style guidelines applied to a DVD storage case Purdue Extension guidelines applied to a typical presentation design 9

10 7. Purdue Extension in the News The first reference to Purdue Extension in a news release should be to 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, except in the case of specific applied research, such as studies involving sentinel plots for soybean rust and efforts to combat glyphosate-resistant weeds. 8. Font Examples The alphabets shown below are recommended fonts for headlines and body text that may accompany the Purdue Extension brand on materials. In the event that specified fonts are not available on your system, these alphabets will provide a reference for choosing replacements. 10 Arial Font AaBbCcDdEeFfGgHhIiJjKkLlMm NnOopQqRrSsTtUuVvWwXxYyZz Frutiger Font AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz Helvetica Font AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Minion Font AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Times New Roman Font AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

11 Purdue Extension The Purdue Extension Communication Survival Guide 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 For information about publishing procedures, see: campus/publish/guidelines/clientguide.html Purdue University Logo + Knowledge to Go Logo 11

12 Purdue Extension Purdue Agriculture REV 2/08 It is the policy of the Purdue University Cooperative Extension Service 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. Order or download materials at the Purdue Extension Education Store