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georgetown university alumni association visual identity guidelines

Georgetown University Alumni Association’s visual identity looks to

the past for inspiration but must remain relevant for the 21st century

and be responsive to the varied needs of all those responsible for the

association’s outreach and communications.

These guidelines cover the foundational elements of Georgetown

University Alumni Association’s visual identity. They are intended to

provide a common reference for all Georgetown University Alumni

Association programs while accommodating each unit's need to express

its individual identity. Core rules governing usage of the seal, font and

primary colors are presented.

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georgetown university alumni association visual identity guidelines

1

Logo Guidelines

2

Logo History and Symbolism

3

Logo Clearance and Scale

4

Logo Colors

5

Logo on Backgrounds

6

Incorrect Logo Uses

7

Logotype Guidelines

8

Incorrect Logotype Uses

9

Primary Typography Guidelines

10

Secondary Typography Guidelines

11

Primary Colors Guidelines

12

Secondary Colors Guidelines

13

Digital Communications Guidelines

15

Pre-existing Regional Club and Alliance Logo Guidelines

16

Newly Created Regional Club and Alliance Logo Guidelines

17

Class Name Guidelines

18

Promotional Items Guidelines

Table of Contents

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1

georgetown university alumni association visual identity guidelines

The Georgetown University Alumni Association logo is the root of the association’s identity. Using

the logo in a consistent manner is essential for visual coherence and maintaining the strength of the

Georgetown University Alumni Association brand. Given its official—even ceremonial—character,

the logo is not appropriate for all applications (e.g., for highly informal communications). In addition,

its intricacy can limit its readability at small sizes or when pixilated. Therefore, careful consideration

should be given to the logo's suitability for each intended use.

Guidelines

The logo is the property of Georgetown University Alumni Association.

The logo may only be used for official Georgetown University Alumni Association communications.

The logo may not be modified.

The logo should be used in its entirety whenever possible.

The correct logo colors are Georgetown Blue and black (see page 4).

The logo may be used as a knockout (reversed out of a dark color background, see page 4).

Logo Guidelines

Logo Guidelines

For logotype information, see page 7.

Logo Logomark (seal)

The official Georgetown University Alumni Association logo has two components:

the cropped Georgetown University seal and the association’s name.

Outline version of logo, all the same standards apply Logotype

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georgetown university alumni association visual identity guidelines

Logo History and Symbolism

The Georgetown University Alumni Association’s logo is a modification of Georgetown’s logo, using

a portion of the seal encompassed by a circle. Georgetown’s original logo was engraved in metal in

the late 1700s. The Jesuits were considered masters of emblem making, and the Georgetown seal is a

part of this tradition. In 1977, the Reverend Timothy S. Healy, S.J., instituted the seal as the official

Georgetown University logo. More information on the seal’s history can be found at http://traditions.

georgetown.edu/seal.

Utraque Unum This Latin phrase, which loosely translates to “from several parts into one,” suggests the harmony that can exist between science and religion. Eagle The eagle suggests that Georgetown is a protector of the ideal of faith. Stars The stars represent the 16 states of the union when the seal was created.

Logo History and Symbolism

Utraque Unum Eagle Stars

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3

georgetown university alumni association visual identity guidelines

Name

Note that the amount of clear space will increase or decrease in proportion to the size of the logo.

Logo Clearance and Scale

Logo Clearance and Scale

To determine the appropriate amount of clear space around the logo, use the width of the “N” in “Georgetown.”

N

N

N

N

Minimum width: 1.75" or 126 pixels wide on screen.

DO NOT scale the logo to less than 1.75 inches wide in print, or 126 pixels wide on screen. DO NOT distort or change the proportion.

A protected clear space around the logo assures a greater visual impact.

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4

georgetown university alumni association visual identity guidelines

Logo Colors

See pages 11 – 12 for more information about the approved colors of the

Georgetown University Alumni Association.

Logo Colors

Guidelines

Whatever color is chosen, the entire logo (seal and name) must be in the same color. The logos should never appear in any colors other than those specified above.

*Reserved for ceremonial and presidential usages.

Knockout Reversed out of dark color background Georgetown Blue Pantone 282 CMYK 100.68.0.54 HEX 002147 Georgetown Gray Pantone 409 CMYK 40.35.40.15 HEX 8d817b Metallic Gold* Pantone 872 (For Print Only) Black

Pantone black C CMYK 0.0.0.100 HEX 000000

The logo may appear only in Georgetown Blue, Georgetown Gray, black and gold.

The logo may also be used as a knockout (reversed out of a dark color).

DO NOT

Reverse the gray logo out of dark color background

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5

georgetown university alumni association visual identity guidelines

Logo on Backgrounds

The background colors must provide sufficient contrast for complete legibility of the logo.

Logo on Backgrounds

Georgetown Blue on color

When using the Georgetown blue logo on a background, the background color should provide sufficient contrast for complete legibility of the logo.

Black on color

When using the black logo on a background, the background color should provide sufficient contrast for complete legibility of the logo.

As a knockout on color

When using the knockout logo on a background, the background color should provide sufficient contrast for complete legibility of the logo.

DO NOT place the gold logo

on a colored background.

When using the Georgetown University Alumni Association logo on colored

backgrounds, the logo may only appear in Georgetown Blue and black (or

as a knockout).

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6

georgetown university alumni association visual identity guidelines

Incorrect Logo Uses

Using the logo in a consistent manner ensures the strength of the Georgetown University Alumni Association brand.

Incorrect Logo Uses

DO NOT add a drop shadow to any portion of the logo

DEPARTMENT OF ZOOLOGY

DO NOT embellish or underline any part of the logo

DO NOT combine the logo with any department, school or messaging

DO NOT use more than one color in the logo

DO NOT use any color other than Georgetown’s official logo colors

DO NOT place any part of the logo in a box

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7

georgetown university alumni association visual identity guidelines

Due to its formality and intricacy, the Georgetown University Alumni Association logo may not be

appropriate for all intended uses (e.g., certain multimedia and online applications). In those cases,

it is acceptable to use the logotype on its own, without the logomark. Doing so can also provide

additional flexibility.

Guidelines

Do not combine the logotype with any other logos or identities.

The acceptable logotype colors are Georgetown Blue and black (see page 14). The logotype may be used as a knockout (reversed out of a dark color background). The words in the logotype must be stacked or horizontal as shown above.

The words in the logotype must both be the same size.

The minimum width of the stacked logotype is 0.95" or 68 pixels wide on screen.

Logotype Guidelines

Logotype Guidelines

Stacked Logotype Horizontal Logotype

The logotype (association’s name) may be used separately from seal

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8

georgetown university alumni association visual identity guidelines

Department of Zoology

Incorrect Logotype Uses

The font used for the university’s name is Adobe Caslon semi-bold and swash in all caps (see page 12). The font used for the association’s name is Adobe Caslon (see page 12).

Incorrect Logotype Uses

The Georgetown University Alumni Association stacked logotype must not be

modified in any way.

DO NOT make smaller than 0.95" wide or 68 pixels wide DO NOT increase leading between lines DO NOT combine the logo with any department, school or messaging

DO NOT change the typeface

DO NOT use any color other than Georgetown’s official logo colors

DO NOT place any part of the logo in a box

GeorGetown university

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9

georgetown university alumni association visual identity guidelines

Primary Typography Guidelines

Adobe Caslon GTU Oldstyle Figures 01234567890

Adobe Caslon Semibold Italic Oldstyle Figures 1234567890

Adobe Caslon Bold oldstyle Figures 1234567890

Adobe Caslon Small Caps Oldstyle Figures 1234567890

A BC DEFGHI JK L MN OPQ R ST U VWX Y Z

The Caslon typeface was created in the 18th century and was used in the founding documents

of our country and John Carroll’s proposal to establish this university. It is the official font of

Georgetown University and the Georgetown University Alumni Association. Italic and swash

versions of Caslon are utilized in the Georgetown University Alumni Association logo.

Adobe Caslon for Print

Adobe Caslon GTU is the default font for body copy. Italic, bold, semibold, small caps, ornaments and swash faces are also available. For secondary print fonts, see page 13.

Adobe Caslon for Online

Adobe Caslon or an acceptable alternative should be used for online headlines only. For online body copy use Helvetica or an alternative sans-serif, see page 13.

Purchasing Adobe Caslon

The font family is available to Georgetown University employees. To request the font package, please e-mail visualidentity@georgetown.edu.

Alternatives to Adobe Caslon

Adobe Caslon is the preferred typeface. However, if you do not have access to Adobe Caslon, Times or Georgia are acceptable alternatives.

Primary Typography

Adobe Caslon is the preferred typeface. However, if you do not have access to Adobe Caslon, Times or Georgia are acceptable alternatives.

Samples of Adobe Caslon

Adobe Caslon is the official typeface for Georgetown University.

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10

georgetown university alumni association visual identity guidelines

Name

Helvetica Neue for Print

Helvetica Neue should not substitute Adobe Caslon as the dominant typeface.

Helvetica Neue for Online

Helvetica Neue should be used for body copy online.

Purchasing Helvetica Neue

You may purchase the typeface family directly at http://www.myfonts.com/fonts/linotype/ neue-helvetica/

Alternatives to Helvetica Neue

Helvetica Neue is the preferred secondary typeface. However, if you do not have access to Helvetica Neue, Helvetica or Arial are acceptable alternatives.

Secondary Typography

Secondary Typography Guidelines

Secondary fonts should be used less often than the primary typeface and should never substitute for it.

Helvetica Neue may be used with Adobe Caslon to add more visual interest.

Samples of Helvetica Neue (For Print)

Helvetica Neue Light

Helvetica Neue Regular

Helvetica Neue Bold

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11

georgetown university alumni association visual identity guidelines

Georgetown’s official colors date to the aftermath of the Civil War. The “Union blue and Confederate

gray” were adopted to signify the union of North and South. Since that time, these colors have become

a recognizable identifier for Georgetown University.

Color is a powerful tool which provides a quick means of identification for our university and the

Georgetown University Alumni Association. Georgetown maintains an impressive amount of “brand

equity” in our recognizable color scheme. Consistent use of these colors will provide a common link

between the Georgetown University Alumni Association and its many units and centers.

The prominent use of other color schemes may dilute our brand or confuse us with other institutions.

Please see the following pages which outline recommendations for highlight and accent colors from

the recommended secondary palette.

Guidelines

The official colors must be used for all components of the Georgetown University Alumni Association logo.

Georgetown Blue and Georgetown Gray should be the dominant colors.

For print, Pantone should be used rather than the CMYK equivalents whenever possible.

Primary Colors

Primary Colors Guidelines

Pantone, CMYK and HEX values are provided for all colors in this guide.

PANTONE 282 | CMYK 100.68.0.54 | HEX 002147 PANTONE 409 | CMYK 40.35.40.15 | HEX 8d817b

The Georgetown University Alumni Association has two official colors, known as

Georgetown Blue and Georgetown Gray.

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12

georgetown university alumni association visual identity guidelines

Secondary Colors Guidelines

Secondary Colors

These lighter shades help to reinforce the Georgetown Blue and Georgetown Gray but do not overwhelm them.

PANTONE 280 | CMYK 100.75.15.30 | HEX 002776 PANTONE 281 | CMYK 100.90.30.30 | HEX 002664

PANTONE 7527 | CMYK 0.0.10.15 | HEX dAd7Cb

The secondary color palette consists of complementary colors that have been

established for use in conjunction with the primary colors.

PANTONE 406 | CMYK 5.5.10.15 | HEX CdC6C0

Georgetown Blue

The secondary colors broaden the palette of approved blues and grays. These colors should not be

used in a dominant way, but may be used to provide variety and visual interest without leaving the

recognized palette.

Guidelines

Secondary colors should never be used in place of the primary color.

Secondary colors should be used in less than 50 percent of the color palette for one piece. Secondary colors may be used as a background for the Georgetown University

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13

georgetown university alumni association visual identity guidelines Digital Communications

Digital Communications Guidelines

All of the standards set in this publication apply to use on digital media (web

sites, social media, email communications, etc.), with certain alterations to

colors and typography.

Guidelines

The versatility of the logomark or logotype will allow for inclusion on screen.

Do not add a drop shadow, bevel, animation, or any other Web technique to the logomark. This ensures the visual identity’s integrity as the signature of the Georgetown University Alumni Association. Its strength lies in its consistent use.

Logo

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14

georgetown university alumni association visual identity guidelines Digital Communications

Digital Communications Guidelines

Color

The color used for the visual identity has the Web equivalent of #002147 (Georgetown Blue).

Typography

The primary typeface used in the visual identity is Adobe Caslon. The online alternative is Times or Georgia. The secondary typeface used in Helvetica Neue. The online alternative is Arial or an equivalent sans-serif.

Spacing

When using the visual identity on the Web, an adequate amount of space around it (or padding) must be present, and it should equal the size of the N in “Georgetown” all the way around.

Georgetown Blue

HEX 002147

Adobe Caslon GTU Oldstyle Figures

01234567890

Times New Roman Regular

01234567890

Helvetica Neue Regular 01234567890

Arial Regular 01234567890

N

N

N

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15

georgetown university alumni association visual identity guidelines Pre-existing Regional Club and Alliance Logo Guidelines

Pre-existing Regional Club and Alliance Logo Guidelines

The sample below shows how the pairing is used with pre-existing Regional Club and

Alliance logos.

These guidelines only apply to regional clubs/alliances that have existing logos (i.e. clubs with

pre-existing visual identities will be grandfathered in). It is essential to place each regional club logo within

the context of the the larger association. The pairing above is an example of how the regional clubs of

the Alumni Association are combined with the official association logo. The regional club logo must fall

to the right of “Georgetown University Alumni Association” to place the greatest emphasis on our core

Georgetown University Alumni Association identity.

Guidelines

The association name and the seal must always be the same color with the regional club logo placed to the right.

The pairing colors are Georgetown Blue, Georgetown Gray or black (see page 4).

The pairing may be used as a knockout (reversed out of a dark color background, see page 4). The minimum width of the regional club/alliance pairing is 2 inches or 144 pixels wide on screen, measured by the width of the text “Georgetown University.”

Regional Club/ Alliance logo pairing Regional Club/ Alliance logotype pairing

Place Your Club

Logo Here

Place Your Club

Logo Here

Place Your Club

Logo Here

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16

georgetown university alumni association visual identity guidelines Newly Created Regional Club and Alliance Logo Guidelines

Newly Created Regional Club and Alliance Logo Guidelines

The sample below shows how the pairing is used with newly created regional clubs

and alliances.

Regional clubs and alliances chartered by the GUAA after January 1, 2016 will adopt the GUAA logo as

their logo, with the name of club/alliance noted below or next to the logomark/logotype. It is essential to

place each regional club or alliance name within the context of the the larger association. The pairing above

is an example of how the regional clubs/alliances of the Alumni Association are combined with the official

association logo. The regional club/alliance name must fall to the right of “Georgetown University Alumni

Association” to place the greatest emphasis on our core Georgetown University Alumni Association identity.

Guidelines

The association name and the seal must always be the same color with the regional club/alliance name placed to the right.

The pairing colors are Georgetown Blue, Georgetown Gray or black (see page 4).

The pairing may be used as a knockout (reversed out of a dark color background, see page 4). The minimum width of the regional club/alliance pairing is 2 inches or 144 pixels wide on screen, measured by the width of the text “Georgetown University.”

Do not combine the logotype with other logos or identities. Regional Club/ Alliance logo pairing Regional Club/ Alliance logotype pairing

The Georgetown Club

of Georgia

The Georgetown Club

of Georgia

The Georgetown Club

of Georgia

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17

georgetown university alumni association visual identity guidelines Class Name Guidelines

Class Name Logo Pairing Guidelines

The sample below shows how the pairing is used with classes.

It is essential to place each class name within the context of the larger association. The pairing above

is an example of how the class name within the Alumni Association is combined with the official

association logo. The class name must fall to the right of “Georgetown University Alumni Association”

to place the greatest emphasis on our core Georgetown University Alumni Association identity.

Guidelines

The class name, the association name and the seal must always be the same color. The pairing colors are Georgetown Blue, Georgetown Gray or black (see page 4).

The pairing may be used as a knockout (reversed out of a dark color background, see page 4). The minimum width of the class name pairing is 2 inches or 144 pixels wide on screen, measured by the width of the text “Georgetown University.”

Do not combine the logotype with other logos

or identities. Class name logo pairing

Class name logotype pairing

Class of 2006

Class of 2006

Class of 2006

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georgetown university alumni association visual identity guidelines Promotional Items

Promotional Items Guidelines

All of the standards set in this publication apply to use on promotional items (shirts,

mugs, keychains, etc.),

The Georgetown University Alumni Association logo or logotype may be used on promotional items

such as shirts, coffee mugs, keychains, hats, pens, etc. To maintain consistency in how the Georgetown

University Alumni Association brand is expressed on promotional items, it is important to adhere to

the guidelines set forth in this publication (i.e. clear space, typography, color, etc.).

Guidelines

To apply a logo/logotype to most any type of apparel, vendors typically use screen printing or embroidery. The preferred size for the embroidered logo is 3 inches wide, but may vary depending on available space.

The minimum width of the logo/logotype on promotional items is 2 inches, measured by the width of the text “Georgetown University.”

The Georgetown University Alumni Association logo/logotype cannot be applied to a fabric or background that has a visual/color pattern (stripes, boxes, polka dots, plaid, camouflage, etc.). If a background pattern detracts from the logo/logotype or affects its readability, then it should not be used.

For light-colored, neutral items, (e.g., gray) the full-color logo/logotype is preferred. For bright-colored items, the white logo/logotype or black logo/logotype must be used. For dark-bright-colored items (e.g., dark blue), the white logo/logotype must be used. For black items, the white logo/ logotype or the color logo/logotype with white text must be used.

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19 Name of Section

Name

References

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