Graphic Identity Program

Rochester Institute of Technology

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Theses

Thesis/Dissertation Collections

6-5-1973

Graphic Identity Program

Richard Falzoi

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Recommended Citation

GRAPHIC

IDENTITY

PROGRAM

The

development

and

presentation

of

a

new

graphic

identity

for

a

hypothetical

community

college

(

Grathara

)

.

The

presentation

is in the form

of

a

standards

manual

(

Design

Guide

).

Prepared

for the

Master's Degree

thesis

project

-Communication Design

Department-By

-Richard

M.

Falzoi

Rochester

Institute

of

Technology

THESIS RATIONALE

My

thesis

subject

was

selected

for

several

very

particular

reasons.

The

graphic

imagery,

concepts,

and

rationale

involved in

such

a

project

covers

a

full

range

of

design

experiences

and

presented

an

opportunity to

become

pro

fessionally

involved in

a

very

practical

design

outlet.

The

graphic

identity

program

implies

excellence

of

design,

an

opportunity to

promote

qualities

of

design

that

reflect

on

and

enhance

both

a

particular

institution,

and

the

en

vironment

in

general.

I

chose

to apply ray

identity

pro

gram

to the

community college,

believing

the community

college

both worthy of,

and

in

need

of

better

graphic

representation

.

My

research

involved

in

developing

a

graphic

identity

program

for

a

hypothetical

community

college

(

Gratham

)

extended

into two

areas.

First

it

was

necessary to

be

come

acquainted

with

the

general,

as

well

as

the

unique

qualities

of

the

community

college

itself.

This

meant

extensive

research

into

the

community

college

movement,

concentrating

on

those

areas

that lend

themselves

to

graphic

interpretation.

Secondly,

this

research was

thrusts in

corporate

identity

programs.

Combining

these

two

aspects

of

my

research,

my thesis

project

was

to

design

a

standards

guide

book for

Gratham

Community

College.

THE PROJECT

This

Guide

Book

will

set

the

standards

for

all

of

Gratham'

s

graphic

output.

The

project

involves:

a)

designing

the Gratham

Symbol, Logotype,

and

Signature.

b)

selecting

a

type

style.

c)

setting

standards

and

precedents

for

promotional

outlets

(advertising)

.

d)

establishing formats for many

graphic

outlets

-stationary,

business

forms,

envelopes.

e)

setting

standards

for

Gratham1

s

Signage

(indoor-outdoor)

.

f)

developing

a

rationale

for

Gratham1

s

new

identity

program.

g)

combining

all

of

these

elements

in

a

well

designed

representative

standards

guide

book

that

will

in

itself

serve

as

a

precedent

for

Gratham'

s

THE PREMISE

(Hypothetical)

My

thesis is

based

on

the

assumption

that

I,

as

a

pro

fessional

graphic

designer,

have

been

approached

by

the

president

of

Gratham

Community

College

(hypothetical),

to

investigate the

appropriateness

of

a

new

graphic

identity

program

for his

college.

The

president

wishes

to know the

rationale

behind

such

a

program,

in

general,

and

specifically

how this

program

might

benefit

his

s

chool

.

Under

this

premise, I

proceeded

to investigate existing

graphic

standards

of

community

colleges,

comparing

them

to

successful

I.D.

programs

in

corporation

level

organiz

ations.

A

number

of

questions

arose.

Is

a

college

a

promo

table

entity?

Even

more,

a

community

college?

Can

corporation

design

standards

fit the

needs

of

the

community

college?

Can

the

community

college

afford

to institute

graphic

standards,

and

will

it

abide

by

these

standards?

PRESENT COMMUNITY

COLLEGE

GRAPHICS

PROGRAMS

This

aspect

of

my

research

included

investigations into

several

local

community

colleges-Monroe,

Finger

Lakes,

of

Technology

_,

Brockport, Geneseo,

Fredonia.

Of

the

colleges

listed,

only

Rochester

Institute

of

Technology

seemed

to have

any

comprehensive

graphic

standardization,

or

awareness

of

the

potential

a

graphic

Identity

program

might

have in promoting

a

college.

The

community

colleges

seemed

content

to be

represented

by

haphazard

graphics,

inconsistant

in their

allegiance

to

the

schools

philosophies

and

directions.

The

basic

function

of

a

corporate

Identity

program

is to

standardize

and

maintain

the

graphic

output

of

an

institution,

promoting

and

reflecting in

a

harmonious

visual

manner,

those

qualities

that

represent

the

more

basic

and

time-enduring

aspects

of

an

institution.

CURRENT THRUST IN

CORPORATE

IDENTITY

PROGRAMS

My

review

of

contemporary

graphic

identity

systems

be

comes

delineated

within

the

Gratham Design

Guide,

which

I

will

present

later in this

book.

Also,

my

conclusions

and

rationales

concerning

the

new

graphic

identity

program

for the

community

college

will

coincide

with

the

pre

sentation

of

my

project.

NATURE OF GRATHAM COMMUNITY COLLEGE

(Hypothetical Analysis)

institute

a

new

graphic

I.D.

Program

in his

school,

it

becomes necessary to

establish

those

qualities

of

Gratham

that

will

dictate the

nature

and

extent

of

the program,

These

qualities

follow:

NAME:

SIZE:

CAMPUS:

PHILOSOPHY:

PROGRAMS

:

COMMUNITY

INVOLVEMENT:

NATURE

OF

COMMUNITY:

Gratham

Community

College

Gratham,

New

York

4-000

day

students,

2000

evening

students

20

million

dollar

complex,

all

commuting

students,

no

student

housing-Modern

architecture,

conceived

as

a

total

learning

environment

for

the

student

"All

avenues

of

learning

open

to

all

peoples."

2

year-

coeducational

Comprehensive

programing

U

university-parallel

programs

20

career

programs

Offers

AA, AS, AAS,

Certificate Programs

Continuing

Education, Community

Services

Very

active,

initiating

admirable

quantities

of

cultural

and

educational

activities

-howeverj

thus

far these community

orientated

programs

have

not

achieved

enthusiastic

public

response.

(

major

area

which

new

I.D.

Program

will

probe

)

Primarily

urban

Many

outlets

for

"career

programs"

2

major

4.-year

colleges

Many

smaller

institutions

for

technical

training

Wide

variety

of

socio-economic

classes

50-50

white

collar

-

blue

collar

Culturally

weak,i

lack

of

good

facilities

SCHOOL COLORS:

Blue

(

light

and

dark

)

PRESENT

GRAPHICS

SYSTEM:

CONCLUSION:

None,

of

any

significance

-No

need

to incorportate any

present

graphic

imagery,

except

color

My

findings

suggest

that

public

acceptance

of

Gratham

needs

to be

stimulated.

Gen

erally,

there is

much

confusion

as

to the

actual

function

of

the

school,

and

its

possible

advantages

to

the

community.

Its

"Open

Door"

policy has

not

reached

signi

ficantly

the lower

socio-economic

groups.

There

seems

to

be

a

lack

of

confidence

in

the

school's

community

orientated

programs

and

activities.

THE

PROJECT

Following

is

a

page

by

page

presentation

of

my thesis

project,

a

standards

manual

(

Design Guide

),

delineating

the

new

graphic

identity

system

for

Gratham

Community

College.

There

is little

need

for

further

exposition

concerning the

rationale

behind

and

within

the

book,

in

that

the

book itself

contains

detailed

description,

wrought

out

by

research,

concerning the

nature

of

such

a

program.

Accompanying

this

page

by

page

presentation

will

be the

evidence

of

my

symbol

development.

producing

a

graphic

identity

program

for

Gratham

college,

greatly increased ray knowledge

of

design,

and

has

consequently

led to

an

interesting

job

possibility

in

the

area

of

exhibit

SK

fc#j?

SYMBOL

The

development

of

the

symbol was

perhaps

the

singularly

most

important

aspect

of

the

project.

I

wanted

a

clean

graphic

image that

reflects

those

unique

qualities

of

the

community

college,

Gratham in particular,

as

well

as

repre

senting

contemporary

graphic

trends.

The

danger

was

in

developing

a

symbol

that

would

give

Gratham

a

too

slick

corporate

look,

thus endangering community

acceptance

of

the

college

as

an

educational

and

community

orientated

facility.

I

think I

circumvented

this

problem

in the

THE DESIGN GUIDE BOOK

Q

Gratham

Community

n

Introduction

The Need

The Need

-General

The Need

-Specific

Use

of

This Guide

2

Graphic

Format 1

Signature

Symbol

Logotype

Signature

3

Symbol

General Development

Development

4

Grid Scale

5

Symbol Configural

Vitality

6

Logotype

Relationship

Line

Logotype

Symbol

-

Logo

Relationship

7

Graphic Format 2

Typestyle

Univers Bold

8

Typography

9

Grid System

Color

10

Applications

Stationery

Intercollegiate Forms

Business Forms

-

Others

11

Signage

Site Identification

Vehicle

Identification

Indoor

-

Outdoor

13

Promotional

Promotional Outlets

The

Need

The

Need

-

General

The

Need

Specific

Ben Rosen

suggests

in his

book,

"The

Corporate

Search

For Visual Iden

tity",

that. . .

"many

_{people make a}

flash

appraisal of acorporationas a

productor

service,

onthe way that

corporation

looks

to them

in

termsof

its

graphic

design

output."

The

key

to thesuccessfulprojection

of

any

institutuinal

identity,

lies in

consistancy

of

planning

of allmedia

as part of a

harmonious

whole.

In

establishing

this

harmonious

whole, thegraphic

identity

system must:

1

Project

a unique and

dynamic iden

tity

which

facilitates

theunderstand

ing,

acceptance,

and support ofthe

institution

by

the community.

2

Increase clarity

and

impact

of com

munication,

of

both direct informa

tionand objectives.

3 Promote effeciency in

all graphic

productions.

4

Facilitate long-range economy

of graphicexpenditures.

The

identity

of an

institution is

car ried

by

its

visual

expression, beyond

its

product and performance.

An

ef

fective

identity

program will project a

personality

and

character, indicative

ofthe

institution.

The

approach should

be

to emphasize thosequali

ties thatrepresentthemore

basic

and

time-enduring

aspects ofthe

institu

tion,

not soonto

be

out-dated.

The

more complexthe

ideas

to

be

communicated,

thegreatertheneed

for clarity,

simplicity,and standard

ization,

sothat thepublic

impression

is continually refreshed,

strengthened and maintained.

The

Community

College

presents spe

cific problems as apromotable

facili

ty.

The

mainobstacle

its

identity

must overcome

is

the erroneous

"inferior"

connotation, inherent

to the

community

college movement.

Thus,

thenew

identity

program would seektopromotethecollege as a

contemporary

and

dynamic institu

tionof academic excellence.

Further,

such a program must relateto the

school's needtoappealtoa

diversi

fied

populace,and win

community

acceptance and understanding.

In essence,

thegraphic output of

Gra

tham

Community

College

should at

tempt topromote a

favorable impres

sion as a

"people serving

facility,

"to

install

"confidence"

in

the school,

and suggest"stability"

to thecom munity.

It is further necessary

that thegraphic

look

reflect

both

treasur

edtraditionalaspects of an education al

facility,

while

presenting it

asa

for

ward-reaching

and

dynamic force.

Use

of

This Guide

Basically,

this

Guide

seeksto

lay

the

foundations for

thegraphic output of

Gratham

Community

College.

It

should not,

however,

be

construed as

the

final,

definitive

word.

Creative

and experimental applications of

its

principles areencouraged,

particularly

in its

promotional

literature.

More

stringent application ofthe

Guide

should

be

acknowledged when

deal

ing

withthe

Symbol

and

Signature,

Typographic

ingredients,

Color,

Sta

tionery

requirements,and

Signage.

0

a

c

a

.-* 5'

3

These

areas will

be further defined

later in

the

Guide.

It

should

be fur

ther acknowledged that this

Guide

initially

reflectsthe

"look

of excel

lence"

thatmust

be

reflected

in

the

application of

its

elements.

All

gra phic output of

Gratham

must

be

clear edthrough the

Staff

Designer,

Office

of

Publication,

in

ordertomaintain

Signature

Q

Gratham

Community

College

The Signature

is a combination ofthe

Symbol

and

Logotype,

serving

asthe major vehicle ofidentificationof an organization.

o

o

T

O

3

0)

Q

The Symbol is

thesingle must

iden

tifying

ingredient

of an

institution's

graphics, it

must submitreadilyand

effectively

to the

factors

of

Adapta

bility

-Legibility

-

Distinction

-

Sim

plicity

-

Impact

-Timelessness. The

Symbol

must

have

a mark of

individ

uality,co-existant with qualities

for

universal application.

Gratham

Community

College

The

Logotype,

more

commonly

Logo,

identifies

aspecific style of

lettering

associated with an organization.

It

must co-existpleasinglywiththesym

bol,

enhancing

ratherthan

interrupt

Symbol

*Sff5

General

Development

The

particular symbol

designed for

Gratham

Community College,

seeksto

graphically fuse

the elementsoftrad

ition

and

progress,

while

applying

the principles of

adaptability,

legibility,

distinction,

simplicity,

impact,

and

timelessness.

The

symbol must serve as amicrocosm

for

thewhole

design

program, reflecting

at a glancethose qualitiesthenew

identification

system attemptstoemphasize.

Aside from

being

a

single, strong, unchanging,

identifying

image,

the

Gratham

sym

bol

thenwillseektoreflect

ideas

of confidence,

stability,

community-serving,

traditionaland contempor

ary awareness,

and efficiency.

In

developing

the

Gratham

symbol, I

wasconcerned that

it

reflectthepart

icular

qualities of a

college,

asoppos ed_{to commercial enterprizes.}

It

_was

therefore necessary

toavoidthe

"over

ly

slick",

and angularapproaches.

I felt

the

Gratham

symbol should com

bine

curvilinear

(traditional)

stresses with

clean,

rectilinear

(contemporary)

stresses.

Another

considerationwas that thesymbol combinethe

ideas

of a

self-containing

educational unit, with a

community serving

-orientated

facility. The

symbol

breakdown

(

at

right

)

further develops

thispoint.

^^k

Thrust

_.

Input

The

strong,

directional

curve of

The

crossbar ofthe"G"

doubles

the

backbone

ofthe"G"

givesthe as a

directional

device, indicating

symbol a

forward

thrust,

reflect that thecollege

is

a center

for

ing

thecol

lege's dynamic

position

learning,

as well as

being

receptive as a supplier of

community

_{needs. to}

community influences.

and a

forward

looking

institution.

In

combination

then,

the

Gratham

symbol reflectsthe

function

and ca

pacity

ofthecollegetoserve

its

com

munity.

The

overall"G"

has

a

look

^^

ofstability,

resting

on a

flat,

solid

Q

base.

The forward

thrustoftheout

VS

wardcurved

line is

mitigated and

fur

ther

defined

by

the

inward

thrustof

Community

thesmaller curved stem.

The

entire

letter

forms

a containedunit,with open outlets

breaking

an otherwise

in

its

mm

Grid Scale

>

B&

Symbol

Logotype

Relationship

Line

Gratham

Community

College

Gratham

Community

College

G

Gratham

=D

Gratham

Logotype

Univers Bold

(

no.

75

)

is

to

be

the typestyle

for

the

logotype.

It

wasse

lected because

of itscombatability

with thesymbol.

Univers

Bold

relates wellto thesymbol

in both

weightand

style,

it is

readily

legible,

and as a

three

line block

of

type,

createsa

pleasing

shape,

both

withthe symbol,

and on

its

own.

Symbol

-

Logo

Relationship

In

this relationship thesymbol

is

gen

erally to

be

the

dominant

member.

Considerations

must

be

giventosize

relationships,and spacing.

In

thecase ofthe

Gratham

signature, two ap

proaches are permitted.

In

mostcases

the

logo

will

be

placeto theright side ofthe symbol,and

be

composed of

the

full

college

identification

(

Gra

tham

Community

College

). The

re

lationships

shownat

left

shallalways

be

adheredto. Insome cases

(

Sign

age

in

particular

}

theword

Gratham

may

be

usedalone,and

below

the

symbol.

It

may

be

used assuch, only

Typestyle

Univers Bold

The

typestyle isthesame as

in

the

logotype,

Univers

{

No. 75 ). It

shall

be

the

basic

typeface

for

all of

Gra-tham'sgraphic output.

Exceptions

would

be in

thecollege's promotional

literature,

allowing for

a wider range of expression.

Univers

isamodern,sans seriftype

face,

stressing

consistancyand unity.

The

clean cut

letters,

with slight vari ations

in

weight,make

Univers

avery

versatiletype style,wellsuited

for

generalpurposed,and a wide range of

uses.

Prominent amoung Univers

as

sets,

is

its

easy

adaptability to

differ

ent weights andwidths,while retain

ing

theessential

individual

character ofthe

face.

Additionally,

Univers

parallelsthe

contemporary

thrust

in

type styles, theemergence ofthesans serif

being

themost significanttypographical

feature

ofthe

1960's. Adrian Frutiger

originally designed

the

Univers

type-01

c

T

3

KsteN

abcdefghijklmnopqrstuv

ABCDEFGHJKLMIMOPR

abcdefghijklmnopqrstuvwxyzabcdeg

ABCDEFGHIJKLMNOPQRSTUVWX

abcdefghijklmnopqrstuvwxyzabcdefghijklmnor

Typography

Typography

face in four

weights,

in

themid

1950's.

Since then, Univers has been

extended

to

include

a whole

family

of

fonts

to

select

from.

It's readily

available

from

"Monotype"

and

"Monophoto"

mach

ines,

also

from

"Monotype"

photo-lettering,

and studio

lettering

machines.

Hot

metal variants

include 21

fonts

extending from

extra-light extra-con

densed

toultra-bold-expanded.

Although

Univers 75

shall

be

the

basic

typestyle,

thereare occasions when other variations of

Univers

might

be

preferable.

Therefore

a

light

(

45}

and medium

(55

)

variant shall

be included

in

the

design

package, to

be

utilized

only for

specialeffect.

The basic function

of

typography

is communication.

If

thisrequirement

is

notmet,all other considerations are

incidental.

To

servetheneeds

for

communication, the

typography

must provide

for

good

legibility,

pre

senting

a message

both

easilyreadand

easily

understood.

In

addition,

typography

mustserve aesthetic ends.

The

right choice of

type style,

letter

spacing,wordspac

ing leading,

and marginal

setting

should enhancetheaesthetic charac

terofthe page,while

providing

un strained

legibility.

Consider

white

space,

both

withintype areas,and

in

margins, tocontributeto thecom pactnessofthe composition,andthe

graphic effectiveness of

its design.

Univers

medium

(55)

shall

be

the

Gra

tham

typeface,

chosen

for its

legibil

ity,

over-all consistantcharacter,and

compatabilitywiththesignature.

The

point size and

leading

providesthe

de

siredtonalattitude.

In

this

Standard's

Guide,

the type

areas are set

flush left

and ragged

right,

in

set areas as prescribed

by

the

grid system.

Three

columns were used

toallow

for

flexibility

in

theposition

ing

oftype

blocks

and graphic areas.

Univers Bold is

used

for

all

headings.

A

thin

blue

line

provides an

in-copy

divisional

element.

The

typography

and

format

ofthis

Guide

seekstopresent

its information

in

aclean,modernstyle,

clearly legi

ble

,andgraphicallysimple.

Orna

mentation and complexities were pur

posely

avoided

in

ordertoemphasize

themanual's

basic instructional

func

.

!5E

r

m

Grid System

Color

Grid System

A

grid system

is

a

functional

way to

insure

unityandconsistancyof

design

elementswithina

larger

design

format.

The

grid provides

for

an

orderly

ar rangement of allthe

design

elements

-typography,

photography,

drawing

and color-

in

a

formal

relationship to each other.

The

grid should not

be

viewed asa restriction onthecreative

designer,

but

ratheras a vehicle

for

a rational and structured application

for

his

creative ends.

Primary

to theconstruction of agrid,

is

the

function it is

meanttoserve.

Considerations

must

be

givento the nature ofthegraphic areasto

be

served.

A

grid

designed for

a manual

heavy

with

tables,

figures,

andcharts, would

necessarily differ from

one

de

signedtoserve a

fashion

catalog.

Color

Color further

servesthe

function

of

identification.

Many

companies can

be identified

by

a particularcolor, such as

"Kodak

Yellow"

The

color or colors

(

not morethan two

base

colors} should reflectthecharacter of

the organization,and create atmos

phere.

Whenever

theparticular colors areused, thereason

for

theiruse should

be clearly

apparent.

The

elements ofthe

Gratham

signa tureare notto

be

printed

in different

colors.

It may

however,

be

printed en

tirely in

onecolor,or

black

against color.

The Gratham

Identity

Program

utili zes what shall

be

termed the

"Gratham

Blue",

in

two

distinctions.

They

can

be

identified

by

the

Munsell Color

Sy

stem, the

lighter blue

being

B

6/6,

the

darker

blue,

B 4/6.

Gratham

Community

College

Stationery

Stationery

Stationery

isof prime

importance in

imparting

to thegeneral public a

de

sirable

image,

Due

to

its high

expo

sure,

stationery has

thepotentialto

provide wide-spread circulation ofthe

important

visualcommunication as pects of an organization's

identity

pro gram.

Standardization

ofthe

imagery

should

be

maintained,

along

withthemaxi mum use of white spacetoallowthe

symbol and signature elementstowork

totheir

fullest

potential.

The

elements ofthe stationerycon cerned with

in

the

Gratham

presenta

tion,

arethe

letterhead,

and envelopes.

The letterhead

willutilizethe Grath-am's

basic blue.

In

certaincases,a re

plyaddress will

be

added atthe

bottom

ofthestationery.

Graphics for

envel opes shall adherto thestandards indi cated.

>

a

c

1+

O

3

VI

G

Gratham

Community

College

G

Gratham

Community

College .

Q

WMRVP!!

Intercollegiate

Forms

Business Forms-Others

MM

w^

Site

Identification

Signage

Signage

servesthe

basic function

of

communication.

The

consistant and proper use of signs willcommunicate

and promote a

favorable

impression

in

theeyes of visitors.

The

specific usage of signage isto identify, guide, warn,or regulate

A further function

of signage is

for

organization, to

effectively

organize and enhancetheirenvironment.

Con

sideration must

be

givento theover all architectural style ofthe complex,

plusthecharacterthesignaqe is meant meanttoimpart Asameness

in

over all appearance and

basic

proportions willgive visitors_{a single,}

desirable im

pression oftheinstitution

All

signagewilluse(hestandard alpha

bet,

i.e. Univers Bold.

Site

Identification

Perhaps

the

first

visual

impression

ol

an institutionwill

be

given

by

its

large

site

identifying

sign

This

sign

couldwell

be

themostexpensive

ap

plication ofthecollege's graphicsy stem,andthereforeshould seekmax

imum

effectiveness Itisimportant

thatit

be

placed

for

maximumex posure,andbeofoptimal sizefor easy visibility

Indoor

Outdoor

Indoor

Indoor

signs might serve

functions

such as room

identification,

direc

tional,

warning,and

information. The

main considerations isthat

they be

consistant,

and

fulfill

a specific and well

defined

need.

A

visitor's

image

of a college will

be

enhanced

by

the

ease

in

which signage

facilitates his

visit.

Outdoor

Outdoor

signage should command at

tentioncommensutate withtheneed.

They

needto

be

consistant withthe architecture,while

designed for

im mediate response.

Outdoor

signs serve

basically

toguide and identify.

G

-?

G

A

Administration

Science Lab

Q

Employees

Only

G

Visitor

Parking

14

*V'% I

a

H

Vehicle Identification

Q

Gratham

Colleoe

o

Grvttwn

IComrrMiny I Colt^|*

&M

and sOO.Jlrm.5*6-817? DN: Truck compers jr allpickups,ElCamlnos loyotas.TurnpikeCampe Sales, 1370 Ridge Rd

/ten Portland and

King-)TOR

HOME

Rl I

a fr-[TYPING, secretarialcour

I

I

\ \

L_|

orevw271-3493,461-1250.

L_L_/\\J

LjANNOUNCERS-DISC|OCkl

*

outboard? Hi

Hardware &Hot

85 Main St., Webster, MAC WAN-OOi

BEST Prices onnow 1975Sun+Ih, MlntflshondoneFlying Fieri Con

tact Murray Wrlgrht, 778 E. Lake Rd., Perm Yon, NY. Pti.

315-S36-3494

Slbie

Call Agency, 232-51?6,iDENTAL hvo dayweek Ni

CENTAL

Instruction

TYPING, secretarialcourse*. Day*

BOOKKEEPER-port_days tlrrw, 4 hrj Full charge forprofessl

oroup in _{Brighton-Henrietta}

Bqllev Age_ncy^232-5176,Sibley1

BOOKKEEPER- SECRETARY CPA

seeks experienced Individual to typeondassist,musthaveabilityto

workwithminimumdirection,mod ern downtownoffice initial _salary s'30Dkjs benefits Fee reimbursed

Coll 454-2444,Ottlct Mates 5, Dlvl

sion of Management Recruiter! Agency,34MainSt West August

mileage< sleeps

nlno.Cal

g TV-rodioa

rdedmessogs

IYRA

MOTORS

AGO 73, 5th whtel aller27-ft.Theultimate

Ingluxury.SS995. Naglc

joSolesandService,101

St EastRochester, On-otfLincolnRd.N#xtto

antral Railroad tracks. rfltr rrt9p*ct|on, complete

acceoeorJes, propone. In-n*wKtrvrC*deoartment Trailer City. *te 94,Vic

ofEoaMewnwExit45.

ft

Rental Unite Bettionv Inc. 784 Ridge Rd., 671-7050. GRRVDA

u"C- _{Architectural,}

Mechant Electronics. Register now. :on School, 315 Alexander

~s."

news-BOOKKEEPER

ofRoch- rl*ncpdingene

S46-4250.BOOKKEEPING,

Eastside

Western

Re--side

font Orth j'

Lounge II6639790

challenging leddullej

ana Tecnmauei. Well staffedsubur oonpractice,342-8955or266-1700 DENTAL Hveenlst, Rldg, Rd W

preventiveproctlce, halttime,for

-'---, 8A5-4674

DENTALAsilstant Toassistwith

packaging Indentol laboratory-ot .ce.Somedelivery Cor furnished 132-1210

flee

light.

Employment

if

5

Halp

Wairttl mftnai*

ACCOUNTANT

Withdegree. Good entry salary

withgreatootenNolInfhlsgrow

ing active manufacturing firm. City Solary S15.000. Fee paid.

Contact Executive Placement Corporation Agency, 955 Sibley Tower,4S4-I424

ft

*GO Now on display.

of motorHomes Travel

TruckCampersond5th

Hers Pre-sprlngsaleat

Winnebago, Sales ond

101 Ontario St East

, OntarioSt.oftLincoln

toPennCentral Roll-;ks.311-1211. *

TAG-ALONG

IRE

COBRA

:raft

*

VIKING

dnamn,Getoordeal

ORTHWEST

352-5*50 0 RidgeRd.West

kSole AllHolidayVoco

stock ot 10 pet over sf Open evening til 9,

ot 5.Sot ot4. J.W

onsInc. onRte S I10,

sterlooandGeneva,

7B9-ACCOUNTS Receivableclert

blned with ability totym horthand or spee-d wrltlni

faniDortotlon 5-day week

Eauol opportunity employer

I^q,

general ot

ItV Lngterm 436-2534.

CASHIER-ba:es'

Part

store F'exible hours Sewing

riencB required Fronkel Bros 7150

Dos-Fabrl

CHILD Core Mature,

single woman to work cent oiris in a group livein Pastexperh

'

would be helpful

roctlve salory plus liberal (rlngt

>enetlts.Onthe[ob trainingwill

implemented by In-service trol

xogram Contact Jim Ahearn GradeHarrison, Hillside Childt

473-5150, Monthru Frl 9-5.

DENTALAssistant Fulltlmi

rl*noepreferred ModernE

office 654-8542,from9-5

DIETARY Permanenfulitlrn Itlon, available for I cool

line servers and kitchen assistant

Goadpayandbenefit! ContortSt Anni Homepersonnel Deaortment,

342-253J

DICTAPHONE Tvolst To 1100

starter spot for accurate

typist Relief on iwltchDoord Call

"ley Agency, 232-5176, SibleyTwr

CLERICAL; General office work

availablewithStorSuperMarkers, Mall handling, (Ming,Good storting 0t,apply mornings,175 Humboldt CASHIER Port time, Inquire Inper

son, Spring House,3001 Monroe,

closedMon.

im-f: accounta

complete

5 Mon-Frl 328-2720

copabieofhandlli

CLERICAL Processingondervbills

oflading,admlnlitrotlve Excellent

and working conditions. Elton , Gould St.

books_ rrports. Familiarity with srstem or businessmochln

butnotmandatory Excel lei

hjnlty toradvoncement wll shedlocalfirm Salary

ooortunlty

'n,7-9 0 itortlng

FIGURE

WORK

$140

Don'tlike tobeituck Inacor neroologthesomething oay-rnanddayout?Try Mill diversi fiedlob Useyournaturalmoth

tolenti In figuring costi and prices.Workwithpayrollondbe

responsibletorInvoice*and

auo-totions. Litetyping Downtown location with excellent working conditions Free parking Call Marsha Fox, 232-2400,511Temple Blda., Coreer World Inc., Agency.

GO-GO Dancer;

Ridge Rd.E,WeWr172-1

SO-GO Dancers Polm_R Information,288-9761 HAIRDRESSER EdleAda

Curl, RidgeRdE,266-94

HAIRr>RESSER~EdleAda

Cur I,ponoromo, S86-9B60 HAIRDRE5SERS WANTEC

Beauty Bazoor, 3BI-7740

HAIRDRESSER, exptrltnc

LoMonno,East Ave shoe 3057.9U-2S04

E.peri tAIRDSeSSER

ndJose,108East Ave

HAIRt7REiS Stonearea Beauty,663-7433

Gratham

Community

College

Nosso, Louer j3300MonroeAve_.~381-7900

Olover.Sendcomplete1c

Write632MMthisnewspo-'davs

I Agency,

oppor- CLERK-TYPIST

matyI 1115 Must hove accurate Equal1

an<Jsomedictoahoneexperi elude 10

Pattl Riley, Contact Powers Bldo,546-7000

EXECUTIVE5ecretor\tomarketing

managerofservicebusiness Chal

lenglng opport inltv to work wltr voung, demanding monager Solori to J160 Fee splitand reimbursed

Call 4S4-UU,Office MatesS, Dlvi lion ot Management Recruiter] [Agency), 36MainSt W

atIronrtequ

s BillotH

Salary oil

It*and oo HOMEInterviewers- Port

urdoys,13perhour

315-IOUSEKEEPER,

[ive"

b. HOUSEKEEPER Experl

dieaged womanto ll\

housekeeelhgInlovelv he

wk Brighton area

ThisNewipaper.

HOUSEKEEPER ilve-chorgeperson

pooer

A New

Look

At

Gratham

Moionry,

Tlliriq

.40

ude-Palitlif,

PaptrlsMj, DtcoroiSiq exterior.

;d trailer

.EARANCE

I

M

Drlvawoyi.

Seal Coatlna 39

:A AAMCO Blacktoa drlvewoviABUTMENTS,chimney,ootloj

Crishedstone Guaranteed2H8-3405 I wqlks,steps, 5ru^*o4W-3271.

..PAINTING

'BLACKTOP drives, crushed stoneADDTiONS Remoaelmg, repairing,! poperlng, cellarspraying,(ire

re-1

drives, concrete work Free esli-1 carpenlry-masonry Mlrobello Con-_tardont

paint, city approved, 232

mates.B'QnchlAsohall.342-S3S0 Ifrartors,467 1990.514-1803 1839

K &G Roodwovs,asphaltpaving,

>lASTERTnc

Repair ond

iwTrl[pAPERlNG,

pointing.ln-out7 corpen-seol coating, stone, porking lots, ceilmgspecialist Guaranteed Rea' _try, remodeling, tilecelling

412-drlvewovs, freeestimates Coll

464-sonobie 473-4893 .1619

8057,986-7504 ' kguar-l

45Clwilaq,

Dye.eq

f

5TAUB Cleaners, aulck u

leatherondtuade. 371-4TO Main

Sj

lent,

247-u

Dressmohfnq

GRASS snow contracts G

[image:32.542.9.507.29.749.2]

^^H I

-BB8JJJJJH

HHBJJJJJJJJJJJJJJJJJJ

Promotional

Outlets

General

Again,

it

is

not the purpose ofthis

Guide

torestrictthecreativeefforts ofdesigners.

Rather,

great

lattitude

is encouragedtoserve these creative ends.

However;

thereare certain guidelinesthatmust

be followed

to

preservethe

integrity

ofthe design program,and

insure

the proper vis

ualimpressionsaregenerated.

The

effortstakento

design

thegraphic

identitysystem could

be

undermined

by

theimproper applicationofits

promotional

literature.

In

allpromotional

literature,

the

logo

typeandsymbolshouldappearonce,

asanintegratedandlogicalelement.

In

some cases itwill

be

necessaryto

includeasecondary identification, withthesigniture oncertain

promo-pieces

This

willconsist of:

46

Windsor

Drive/Gratham,

New York

17098

erature will setthe tone

for

thecom munities responseto the program,and more

importantly,

to thecollege.

Therefore,

great care must

be

takento

assurethat

Gratham's

handling

ofthis

promotional

literature is

put invery

capable

hands.

This is

no areato skimponexpenses.

The basic

ingred ientsthatareso

important

to the

identity

program,shouldalso pervade thisliterature.

It

is

importantthat

theseideas

be

effectivelyanddrama

tically

presentedto the public,in or

der

that the designprogrammayper

petuateanalready

favorable

impres

sion.

Shown

onthe

following

pages,

are notonly brochureandpamphlet

examples,

but

anindicationofwhat

directiontheseinitialpromotional

pieces shouldtake.

It

should

further be

noted, that

Gra

tham'spromotionalliteraturewill

servethe primary functionof intro

ducing

its

new graphicidentity

sy

stem.

The

initial

handling

ofthis

lit

17

g,;;-;.:---;

YEARS

to learn

anew

trade?

tosort yourselfout?

tochange your

life

style7

o

to

know

your world?

Community

Vehicle

Identification

-^^

Gratham

^l"J

Communitv

^1

College

^^^fc

Gratham

sjV^5

Community

^M

College

tP

1I

Promotional

Outlets

General

Again,

it is

not

the

purpose of

this

Guide

to

restrict

the

creative efforts

of

designers.

Rather,

great

lattitude

is

encouraged

to

serve

these

creative

ends.

However;

there

are certain

guidelines

that

must

be

followed

to

preserve

the

integrity

of

the

design

program,

and

insure

the

proper vis

ual

impressions

are generated.

The

efforts

taken to

design

the

graphic

identity

system could

be

undermined

by

the

improper

application of

its

promotional

literature.

In

all promotional

literature,

the

logo

type

and symbol should appear

once,

as

an

integrated

and

logical

element.

In

some cases

it

will

be

necessary

to

'include

a

secondary

identification,

with

the

signiture

on

certain

promo-pieces.

This

will

consist

of :

46 Windsor

Drive/Gratham,

New York

17098

erature

will

set

the

tone

for

the

com

munities response

to

the

program,

and

more

importantly,

to the

college.

Therefore;

great care must

be

taken to

assure

that

Gratham's

handling

of

this

promotional

literature is

put

in

very

capable

hands.

This is

no area

to

skimp

on

expenses.

The basic ingred

ients

that

are

so

important

to the

identity

program,

should also

pervade

this

literature.

It is important

that

these

ideas be

effectively

and

drama

tically

presented

to

the public,

in

or

der

that the

design

program

may

per

petuate an

already

favorable impres

sion.

Shown

on

the

following

pages,

are not

only

brochure

and pamphlet

examples,

but

an

indication

of what

direction

these

initial

promotional

pieces should

take.

It

should

further be

noted, that

Gra

tham's

promotional

literature

will

serve

the primary

function

of

intro

ducing

its

new graphic

identity

sy

stem.

The initial

handling

of

this

BIBLIOGRAPHY

Rosen,

Ben.

"The

Corporate Search For

Visual

Identity".

Reinhold Book

Corporation:

New

York,

1970

Eksell,

Olle.

"Corporate Design

Programs"

Reinhold

Publishing

Corporation:

New

York,

1967

Henrion,

FHK.

Parkin,

Alan.

"Design

Coordination

and

Corporate

Image".

Reinhold

Publishing

Corp.

of

New

York,

1967

Lahiti,

Robert

E.

"Graphics:

A Catalyst To

Institutional

Identity".,

Junior

College

Journal.

June

-July,

1971.

PLUS

The

Corporate

Identity

Standard

Books

of:

Varian Instrument

Westinghouse