Visual Identity System

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INTRODUCTION

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LAFAYETTE COLLEGE | VISUAL I DENTITY SYSTEM

A Letter from the Vice President

As a part of our efforts to provide clear and

consistent communication to internal and external audiences, the College has adopted the graphic identity system and the identity messages contained herein. We care about these graphic standards because we believe that Lafayette College has an essential and important role to play in the national higher education landscape. We have a story that is important to tell. The graphic standards are not the story itself. That story is written each day by the many talented faculty, students, and administrators that comprise the Lafayette community. The graphic standards are a vehicle for enabling our story to be heard in a cluttered and busy communications landscape. We compete for attention with many other institutions. Use of a clear set of graphic standards is one of the ways in which we gain attention for our institution. This is why it is important for all the members of our community to adhere to these guidelines.

Inevitably cases arise that are not covered in this manual. If you have questions, please contact the Communications Division at x 5120 and we will assist.

Thank you very much for your attention to the guidelines set forth in the following pages.

Sincerely, Robert J. Massa

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INTRODUCTION

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The Lafayette College Communication Strategy is built on four themes:

1. Collaborative, high-impact learning: For over 175 years, Lafayette has been known for a spirit of exploration that ignores boundaries, where faculty have collaborated with colleagues and students from diﬀerent majors to build bridges between ﬁelds, to tackle challenges, and to solve problems. Connections between ideas

and people are paramount – on campus, in

Easton, throughout the U.S., and globally.

2. Committed teachers and scholars:

Faculty are at the core of Lafayette. They are active scholars and researchers on the frontier of learning, and have dedicated their lives to teaching and actively working with undergraduates. They prepare their

students for purposeful lives of accomplish�

ment through intense personal mentoring in the classroom, in the ﬁeld or laboratory, and beyond.

3. Extraordinary campus and

facilities: Blessed with a beautiful campus in a great location near one of the world’s greatest cultural centers, Lafayette has advanced and fully equipped academic facilities that adapt well to new curricular

initiatives and to the evolving demands of

research as an important part of under�

graduate education. Arts and athletic facilities have also expanded in recent years on the campus and in the community to the

beneﬁt of students and local citizens. 4. Involved, active, and focused

students:

Lafayette students are drivers, not passen�

gers; doers, not spectators. From diverse backgrounds here and abroad, they are motivated and focused, and they plan to use their education to accomplish great things in the world. They are socially engaged and

active in multiple academic projects and student organizations. Lafayette graduates are highly successful in pursuing advanced study and securing top careers.

When developing communications for a particular project, for example a press

release or brochure, authors should allude wherever possible to these four themes. The trick to successfully implementing a brand strategy is to replace the habit of promoting a feature or program on its own

with a new habit of tying features and pro�

grams to these four themes. For example, replace,

Lafayette is one of the few small colleges with a full�scale engineering program.

with

Because problem solving that crosses boundaries is key at Lafayette, the College oﬀers engineering along with sciences, humanities, social sciences, and the arts.

or

Lafayette features Division 1 football.

with

One example of the extraordinary richness of resources at Lafayette is the Division I football team.

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INTRODUCTION

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The Lafayette College visual identity system is critical for achieving a consistent look across all of Lafayette College’s communications. Over time, this visual identity or “look” will become associated with the Lafayette College brand and thereby reinforce the institution’s messages and personality.

A heightened public awareness of the

broader institution beneﬁts the individual

eﬀorts of members of the Lafayette College

community, whether recruiting students or faculty, promoting charitable giving, or collaborating with other organizations and municipalities.

The elements of the Lafayette College identity system are:

• Lafayette College logo and its

authorized variations

• Lafayette College colors

• Lafayette College typefaces

The use of each of these elements is governed by the simple and clear guidelines provided in this manual.

If you have questions, please contact the Communications Division for assistance.

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LOGO

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The Lafayette College logo embodies the

spirit of the institution: self�conﬁdent, grounded in tradition, and forward�looking.

The words “Lafayette College” are set on two lines. All letter forms are capitalized.

The letters of the word “Lafayette” are tracked�in, and the “L” and “A” as well as the

two “Ts” are connected.The tracking and

linking of the letter forms creates a sym�

metrical arrangement of letters centered on

the “Y”. This symmetry is highlighted by the small diamond set in the center of the

line that divides the two words. The word

“college” is set beneath the dividing line.

The letters are smaller so that attention is drawn to the ﬁrst word, “Lafayette.”

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LOGO

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The Lafayette College logo must appear in a prominent position on all print and

electronic communications that are in�

tended for external audiences. Examples of external audiences are: prospective students

and faculty, alumni, donors, press, commu�

nity groups, academic societies, community

organizations, foundations, and corpora�

tions. The logo is not required on strictly

internal communications, such as ﬂyers

posted on campus, club announcements, and internal departmental communications.

Student groups, other than athletic clubs or teams, are not required to use the College or athletic logo although it will be made readily avail able to them, and they are encouraged to add it to their promotional materials.

On a multi-page print publication

The logo should be placed on the front or back outside cover or on the inside front cover.

On an advertisement or poster

The logo should appear on the front.

On a website

The logo should appear on the homepage.

Guidelines for Application of the Lafayette

College Logo

Examples include a front cover of a publication with the Lafayette College logo, a back cover of a brochure with the Lafayette College logo and mailing address, and the website homepage.

Easton, Pennsylvania 18042�1773 TEL610�330�5126 • FAX 610�330�5127

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LOGO

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It is very important that designers or desk�

top publishers do not attempt to construct the logo themselves, as the lettering in the logo has been sculpted especially for Lafayette College.

Do not reproduce the logo by scanning a

previously printed version. Such “second�

generation” art will degrade the quality of the image and perhaps alter the scale of the various elements.

Do not copy the logo from the Lafayette College website. Doing so will produce a poor quality image that will not reproduce clearly or accurately.

Please obtain authorized electronic ﬁles of

the logo from Lafayette College’s Communications Division.

Clear Area

A “clear area” around the logo equal to

the height of the lowercase letters �the

x�height� should be incorporated into any design using the logo.

Minimum Size

The height of the Lafayette College logo should not be less than 1/2 inch in print, shown here in actual size.

½ inch

x-height x-height

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psychology

communications

chemical &biomolecular engineering

Department Logos

The Communications Division will furnish logos to academic and administrative departments or programs upon request. All college logos will adhere to the basic standard outlined in this guide, where the department or program name will replace the word “COLLEGE” in the stacked version of the primary logo.

To reinforce the College’s graphic identity system, the style above will be the only permissable representation of a department or program with the name “Lafayette” attached.

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lafayette college | Visual identity system

logo

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Do not manipulate or distort the Lafayette College logo, for example, by stretching or compressing it:

Do not reposition, resize, or separate components:

Do not overlap other logos or marks:

Do not try to redesign one element of the logo, for example, the word “College”:

Do not replace an element of the logo:

Do not add any elements to the logo, such as a line or punctuation mark:

Do not add words or images to the logo to create a composite logo treatment:

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LOGO

9 Color and the Lafayette College Logo

Lafayette College’s oﬃcial colors are discussed in

the color section of this manual, starting on page

18. The oﬃcial shades of the College’s maroon

and white are deﬁned and a palette of complementary colors is provided.

This section explains how to employ color with the Lafayette College logo.

Correct uses

The Lafayette College logo should always be printed in a single color.

When designing a brochure that employs less than full color, for example a two�color

green�and�black piece, the logo should print

in the darker and more neutral of the two

colors, which in this case would be black.

The logo could also reverse out to white.

Designers should not print the logo in a highlight color. For example, in a two�color

black�and�yellow brochure, the logo should be printed in black or reversed out of

the black, not printed in yellow. The logo always appears in the more neutral color so that the system maintains priority for

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logo

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incorrect uses

It is not permissible to print the logo in any two-color combination.

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LOGO

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Two versions of the Lafayette College logo

have been created to suit diﬀerent design

circumstances. All of the guidelines that apply to the main Lafayette College logo also apply to the variant.

The main version of the College logo is the most complete and should be used wherever possible. Both elements of the logo are important: the treatment of the word “Lafayette” and the word “College” make an important statement about Lafayette College’s place in the ranks of American educational institutions. The alternate version, which does not include the word “College,” is useful in a variety of contexts:

• low�resolution environments such as websites and html emails where readability is a concern

• busy designs where additional clarity

is desired

Diﬀerent

Versions of the Lafayette College Logo

The main version of the Lafayette College logo

The alternate version of the Lafayette College logo

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In addition to the two wordmarks, the alternative College seal may be used with the “LAFAYETTE” wordmark as indicated above.

The alternative seal may only be used with “LAFAYETTE, not with “LAFAYETTE COLLEGE.”

The following examples should be adhered to when using the Lafayette College seal in print. The official college colors of white and maroon should

be used with black as an acceptable alternative. The seal should always appear in the background with the “LAFAYETTE” wordmark overtop.

Do not change the relative size of the individual components of the secondary mark.

Do not change/enhance/alter the shade, color of the secondary seal.

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LOGO

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The Lafayette College seal has a long tradi�

tion as an element in College iconography.

The oﬃcial Lafayette College seal is used on formal documents, i.e., on diplomas or

other oﬃcial administrative communica�

tions emanating from the President’s Oﬃce

or the Board of Trustees. The seal is also

used for oﬃcial ceremonial functions such as

Commencement and appears on approved

plaques, ﬂags, or furniture.

The seal is not the school logo. It should not be used on stationery or brochures as a logo. Generally, it should

be reserved for oﬃcial and ceremonial

functions.

Oﬃces wishing to use the seal as a design

element in a brochure should contact the

Communications Division.

College Seal

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LOGO

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Lafayette College maintains two separate identity systems: the ﬁrst, which is dis� cussed here, is used for all general College

communications. The second is used for

Lafayette’s athletics program – signs, sports paraphernalia, stationery, uniforms, etc. A

copy of the design guide for the athletics program can be obtained from the Office of

Athletic Communications & Promotions.

Lafayette communications should employ

each guide in appropriate contexts. The two should never be used together.

To promote the athletics program

or allude to the spirit that Lafayette derives from its sports, the athletics guide should be used. The College guide is used in all other circumstances.

The A

thletic Brand

Lafayette College Athletic Design Guide

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COLOR

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The oﬃcial Lafayette College colors are maroon and white. One or both colors should be used frequently on publications, websites, sweatshirts, etc. School colors are an important tool for building school pride and awareness.

It is important that when the colors are used they are rendered accurately.This can pose a signiﬁcant challenge, since

vendors working in various media use different means for reproducing colors— for example on a delivery vehicle or banner. The ultimate reference point for the school colors is the Pantone color Matching System �PMS�, developed for offset printing.The official designations for the school colors are:

When working with a vendor printing on paper �or any other medium, i.e., signage, clothing, etc�, request that it uses the PMS colors as a reference.

A designer should never change the school colors by designating an alternate PMS color in a diﬀerent shade of maroon.

Lafayett

e Co

llege Colors

Black

White Maroon PMS 202

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COLOR

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Color Builds

When working with four�color process,

designers should be aware that they will not be able to reproduce the school colors precisely. The following color mixes provide the closest approximation of the school colors in most contexts:

Lafayette College Maroon PMS 202 ( Coated) CMYK = C10 M97 Y61 K48 RGB = R130 G36 B51 HTML = 822433

Lafayette College Black PMS Black

(Coated and Uncoated) CMYK = C63 M52 Y51 K100 Lafayette College Maroon PMS 202 ( Uncoated) CMYK = C12 M88 Y67 K34 RGB = R139 G83 B93 HTML = 8B535D

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T YP E

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There are specific typefaces Lafayette College departments are required to use on all electronic and print publications. The typefaces have been selected to allow for ﬂexibility of design while also

complementing the College logo. The goal is to allow departments to create a distinctive “look” that suits their

marketing purposes while also ensuring that all communications from Lafayette College bear a family resemblance. Each family of fonts has a large range of weights and style choices, including italics, bold, etc. to allow for numerous options.

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T YP E

17 Serif Typeface

In most circumstances, oﬃces that are

preparing brochures or other publications will rely most heavily on the serif typeface.* The serif typefaces that have been selected

for all Lafayette College print communica�

tions are Hoeﬂer Text and Titling and

ITC Caslon 224.

Hoeﬂer is an unusually complete family of typefaces. It oﬀers full families of fonts in both text and titling formats, including

Roman, bold, black, italic, and small�caps.

Also included are special font sets �swash,

alternates, engraved, and ﬂourishes�.

Hoeﬂer can be used for both headlines

and body copy.

ITC Caslon 224 is a stylized serif font that is used for headlines only.

*Serifs are small, finishing strokes on the arms, stems, and tails of characters.

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tyPe

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Hoefler text

roman

roman small caps

italic

italic small text

swash italic

Bold

Bold small caps

Bold italic

Bold swash italic

Black

Black small caps

Black italic

Black swash italic

roman alternates

italic alternates

Bold alternates

Bold italic alternates

Black alternates

Black italic alternates

engraved no. 1

engraved no. 2

fleurons & arabesques

an additional serifed typeface, georgia, is resident on most computers and has been designed to render well on a computer monitor. it should be used in electronic environments such as the Web and Html encoded e-mails. georgia regular

abcdefghijklmnopqrstu

ABCABCDEFGHIJKLM

Georgia Italic

abcdefghijklmnopqrstu

ABCDEFGHIJKLMNOP

Georgia Bold

abcdefghijklmnopqr

ABCDEFGHIJKLMN

Georgia Bold Italic

abcdefghijklmnopqr

ABCDEFGHIJKLMN

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tyPe

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Hoefler titling

light

light italic

light small caps

light swash

semibold

semibold italic

semibold small caps

semibold swash

Bold

Bold italic

Bold small caps

Bold swash

itc caslon 224

Book Book italic medium medium italic Bold Bold italic Black Black italic

an additional serifed typeface, georgia, is resident on most computers and has been designed to render well on a computer monitor. it should be used in electronic environments such as the Web and Html encoded e-mails. georgia regular

abcdefghijklmnopqrstu

ABCABCDEFGHIJKLM

Georgia Italic

abcdefghijklmnopqrstu

ABCDEFGHIJKLMNOP

Georgia Bold

abcdefghijklmnopqr

ABCDEFGHIJKLMN

Georgia Bold Italic

abcdefghijklmnopqr

ABCDEFGHIJKLMN

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsSt

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsS

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRs

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrR

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQr

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T YP E

20 Sans Serif Typeface

The sans serif typeface used in Lafayette

College publications is Scala Sans.

Scala Sans is in the humanist tradition of

sans�serif typefaces, avoiding the geometrical and industrial feel of earlier

sans�serif designs. Its letter forms feature a good deal of sculpting and variation in

width. This makes it suitable for a wide

range of applications. It is unusually

readable for a sans�serif typeface. It is possible to design a whole brochure,

including body copy in Scala Sans. When

used large in headlines, the typeface has

a modern, reﬁned appearance that

compliments the Lafayette logo.

Sans serif typefaces do NOT have small, finishing strokes on the arms, stems, and tails of characters.

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lafayette college | Visual identity system tyPe

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scala sans

light light italic regular

regular small caps

regular italic

Bold

Bold small caps

Bold italic

Black

Black italic

in addition, a second sans serif typeface, lucida sans (a.k.a. lucida grande), is resident on most computers and has been designed to render well on a com-puter monitor. it should be used in electronic environments such as the Web and Html encoded e-mails.

lucida sans regular

abcdefghijklmnopqrs

ABCABCDEFGHIJKLM

Lucida Sans Italic

abcdefghijklmnopqrs

ABCDEFGHIJKLMNOP

Lucida Sans Bold

abcdefghijklmnop

ABCDEFGHIJKLMN

Lucida Sans Bold Italic

abcdefghijklmnop

ABCDEFGHIJKLMN

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S TATIONERY

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College stationery follows the format at

right. Certain oﬃces have a customized

version of the College stationery in which the name and title appears below the logo. All other oﬃces and individuals should employ the general College stationery without personalization.

Stationery is printed with the one�color Lafayette College logo, using maroon

�PMS 202� and black.

Stationery shown here at 50� of actual size.

Date 1, 2010 Addressee’s Name Title

Company or Ofﬁce Name

Number and Street City, State, Zip Salutation:

This letter demonstrates the recommended typing format for all correspondence using this letterhead. This

typing format is an integral part of the letterhead design.

Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum.Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe sotro.

Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum ipsum at incon sum.

Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum. Loreum ipsum at incon sum.

Sincerely, Name of Sender Title of Sender

Initials cc:

Easton, Pennsylvania 18042�1773 TEL610�330�5000 FAX 610�330�5127 www.lafayette.edu

Oﬃce of Admissions

Stationery

Letterhead 8 ½” x 11” #10 envelope 9 ½ x 4 1/8” Business Card 3 ½” x 2” Easton, Pennsylvania 18042�1773 TEL610�330�5126 FAX 610�330�5127 kneuled@lafayette.edu www.lafayette.edu

Donna M. Kneule

Design Director, Oﬃce of Communications

Easton, Pennsylvania 18042�1773 www.lafayette.edu Oﬃce of Admissions Addressee’s Name 10001 Street Name City, State 10001

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S TATIONERY

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The typing format for standard letterhead and second sheet shown at right is an integral part of the design and should be followed.

Type should be set in Times New Roman

�Windows� or Times Roman �Mac� at 11

point. The left margin is set at 1” and the

right margin at 1”. The upper margin is set

at 2 1/2” and the bottom margin at 1 1/2”.

The signature is set ﬂush left. The body

copy is ﬂush left, not justiﬁed.

The date line of the letter begins two�and�

a�half inches from the top of the letterhead.

Allow two line spaces above the addressee’s

name, title, company name, etc. and one

line above the salutation. In the body of the letter, add one line space between paragraphs. There are no indentations. The

maximum line length should not exceed six�

and�a�half inches. Allow three line spaces

for the signature above the name of the

sender. Body of the letter should end 1 1/2”

from bottom of the page.

Stock

The standard paper stock for letterhead is Strathmore Script 24# Smooth Soft White.

Date 1, 2010 Addressee’s Name Title

Company or Ofﬁce Name

Number and Street City, State, Zip Salutation:

This letter demonstrates the recommended typing format for all correspondence using this letterhead. This

typing format is an integral part of the letterhead design.

Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum.Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe sotro.

Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum ipsum at incon sum.

Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum. Loreum ipsum at incon sum.

Sincerely, Name of Sender Title of Sender

Initials cc:

Easton, Pennsylvania 18042�1773 TEL610�330�5000 FAX 610�330�5127 www.lafayette.edu

Oﬃce of Admissions

Typing Format for Letterhead

1” 1”

1 ½”

Body of the letter should end 1 ½” from bottom of the page

Maximum line length should not exceed 6 ½” Body of the letter

begins 2 ½” down from top edge

Aligns justified

2 ½”

Letterhead 8 ½” x 11”

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S TATIONERY

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Business Cards

Positioning of information on Lafayette College business cards is shown at right.

Stock

The paper stock for business cards is Strathmore Script 100# Cover Smooth Soft White.

#10 Envelope

Address on envelope should be typed as shown, 4 1/2” from left and 2” from top.

Stock

The paper stock for envelopes is

Strathmore Script 24# Smooth Soft White.

Easton, Pennsylvania 18042�1773 TEL 610�330�5852 FAX 610�330�5127

danielss@lafayette.edu www.lafayette.edu

Stevie Daniels

Associate Director of College Communications Special Assistant to the Board of Trustees Lafayette College Easton, Pennsylvania 18042�1773

TEL 610�330�5126 FAX 610�330�5127

kneuled@lafayette.edu www.lafayette.edu

Donna M. Kneule

Design Director, Oﬃce of Communications

Easton, Pennsylvania 18042�1773 www.lafayette.edu Oﬃce of Admissions Addressee’s Name 10001 Street Name City, State 10001

Business Cards and #10 Envelopes

2”

4 ½”

Text block is centered and aligns 1/8” from the bottom of the card

Name/Title text block of the card. Text block is centered and bottom aligns. No more than 3 lines are permitted.

#10 envelope 9 ½ x 4 1/8” Business Card

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Easton, Pennsylvania 18042-1773 www.lafayette.edu