Graphic Identity Standards Guide

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Graphic identity StandardS Guide

March 2014 editiOn

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Date of Issue: PHase 2, MarcH 2014

tHIs guIDe Is a PublIcatIon of tHe offIce of coMMunIcatIons, MarketIng anD branD ManageMent, tHe college of new Jersey

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2 Visual Identity Policy 3 Contacts

4 The College Seal 6 The College Logotype 7 Guidelines

7 Color Use

8 Unacceptable Treatments 9 Margins

11 Scale

12 The College Wordmark 13 Our Identity in Use

13 Stationery

14 Alternative Applications

16 Typography 18 Color Palette 20 Athletic Mark

ViSual identity pOlicy

This document focuses on the visual aspects of our brand identity, including how to appropriately use identification marks, typefaces, and a color palette. This information is to be applied to all communications and marketing that represents the College overall.

Understanding and adhering to these standards is the responsibility of the department, school or other entity of the College that creates or orders materials that incorporate TCNJ identity. Questions about brand compliance should be directed to the Associate Vice President for Communications, Marketing and Brand Management. Non-compliant materials will be taken out of circulation immediately.

2 The College of New Jersey Graphic identity StandardS Guide

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cOntactS fOr adVice, apprOValS and GraphicS

Office of Communications, Marketing and Brand Management The College of New Jersey

Green Hall 218 Contact: 609.771.3270

The Office of Communications, Marketing and Brand Management, part of the Division of College Advancement, is responsible for maintaining the College’s visual identity system and branded communications. Please contact us about:

• questions regarding the use of the visual identity system

• requests to create visual identity graphics

• questions about the contents of these guidelines

The department also regulates the use of the College’s name and identifying marks, including:

• use of the official college seal

• use of college trademarks on merchandise (including the College name, logos, inter-collegiate and athletic marks) by all units

• use of college trademarks by student groups

• use of college trademarks by non-college entities

Students and Student Groups

Individual students are not permitted to use the College’s mark. Student groups may use the TCNJ graphic identity system, provided they use the guidelines in this manual. For example, the marks require a certain amount of space around them, cannot be altered in any way and cannot be paired with other graphic elements.

Use of the visual identity system, including the College marks and taglines on commercial goods, promotional giveaways and other specialty items such as mugs, t-shirts, etc., is permitted for student groups with approval by the appropriate office.

Contacts:

Student groups – Cecilia (Ceil) O’Callaghan, Assistant Vice President, Student Affairs 609.771.3318 Athletics – Senior Associate Director of Athletics 609.771.2230

The College of New Jersey Graphic identity StandardS Guide 3

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The official College seal is reserved for formal use, primarily by the Office of the President, the Board of Trustees and members of the cabinet. It appears on official college documents such as diplomas and contracts. The official seal is a stand-alone mark, which may not be combined with other visual elements such as the College logotype. Prior approval must be obtained to use the seal.

components

Variations

the cOlleGe Seal

A solid blue ring surrounds the formal seal within which appears the full spelling of the College name.

The central element of the seal is our shield containing the primary symbols for the College.

This shield, when combined with the College wordmark, forms the College logotype.

formal

full Seal center Shield

informal

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explanation of Symbols

The formal seal honors our history.

It includes contemporary renderings of symbols that originally appeared in earlier versions of our visual identity.

A lion, which has been a symbol of the school since the early 1900s, stands atop the center shield.

The two opened books represent the Liberal Arts and the

professions, each taught with equal depths of quality at TCNJ.

The sun represents the light of knowledge and its rendering style mimics that of the shapes used in the sculpture outside of the Education Building.

The three stars represent the state of New Jersey, the third state to join the Union.

the cOlleGe Seal cOnt.

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Vertical Version nested Version

horizontal Versions

the cOlleGe lOGOtype

The combination of the shield with our wordmark creates the College logotype. It is the primary element in the College’s visual identity system and would be what most would commonly refer to as our “logo.” The following logotype arrangements are the only acceptable versions of the shield combined with the wordmark. The logotype must appear on all official communications and may not be modified in any way.

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GuidelineS ^{color use}

Single color

reversed examples on solid background two colors

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do not distort the logotype proportions.

do not realign elements of the logotype.

do not use gold for any of the type in the full logotype.

do not rearrange elements of the logotype.

GuidelineS unacceptable treatments

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GuidelineS ^Margins

To maintain clarity and to ensure that other graphic elements do not compete visually with the logotype, specific minimum margin space must surround the art. This minimum distance, shown as “X” below, is the margin space to use when placing the wordmark next to type, graphics or the edges of any digital or printed publications.

horizontal version margin guidelines

Distance X equals the height of the full college name plus the space under the initials and above the full name.

X X X

X

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nested version margin guidelines

Vertical version margin guidelines

GuidelineS Margins cont.

To maintain clarity and to ensure that other graphic elements do not compete visually with the logotype, specific minimum margin space must surround the art. This minimum distance, shown as “X” below, is the margin space to use when placing the wordmark next to type, graphics or the edges of any digital or printed publications.

Distance X equals the height of the full college name.

X

X X

X

X X

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GuidelineS ^Scale

Below are three examples of the logotype in various sizes for comparison.

To maintain clarity, the logotype should not be reduced below 1/2-inch in height.

1 inch

3/4 inch

1/2 inch

note

Should the need arise for a version of the wordmark that must be smaller than above guidelines, please contact the Office of Communications, Marketing and Brand Management for custom variations.

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the cOlleGe WOrdMark

Square Wordmark: Single color horizontal Wordmarks: Single color

Square Wordmark: reversed example horizontal Wordmark: reversed examples

An important aspect of our visual identity is the consistent presentation of both our initials and the full spelling of our name. It is an acceptable substitute for the logotype on official publications where size or space is a consideration. Blue and black versions are available.

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Our identity in uSe ^Stationery

PO Box 7718 Ewing, NJ 08628-0718 609.771.2591 fax: 609.637.5159 [email protected]

School of Nursing, Health, and Exercise Science

Jane Doe 3 Title

2000 Pennington Road Ewing, NJ 08628-0718 January 1, 2013

Dear John Smith,

Welcome to The College of New Jersey. The College of New Jersey (TCNJ) is a highly selective institution that has earned national recognition for its commitment to excellence.

In facilisis, velit in laoreet auctor, elit odio ullamcorper tellus, vitae rutrum velit ante ut massa. Vivamus ultricies enim nisi, in semper dolor mattis ac. Nulla posuere nulla sodales, pellentesque urna sed, commodo nibh. Sed est est, suscipit ac varius at, vehicula sit amet velit. Integer faucibus, ligula in fringilla commodo, dui est sollicitudin nibh, quis iaculis purus purus id purus. Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus.

Nulla euismod nibh dolor, eget tincidunt dolor ultrices ac. Phasellus est erat, volutpat a libero quis, volutpat convallis turpis. Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum. Integer congue tortor eu sapien tempus, sagittis consectetur nunc euismod. Integer consequat tincidunt justo, at tristique sapien auctor a. Sed viverra magna diam, non pharetra lacus tempor id.

Aliquam mattis sapien sed enim porttitor, et consequat odio fermentum.

Posuere nulla sodales, pellentesque urna sed, commodo nibh. Sed est est, suscipit ac varius at, vehicula sit amet velit. Integer faucibus, ligula in fringilla commodo, dui est sollicitudin nibh, quis iaculis purus purus id purus.

Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus. Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum.

Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum.

Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus.

Sincerely,

School of Nursing, Health, and Exercise Science PO Box 7718

Ewing, NJ 08628-0718

609.771.3066 fax: 609.771.3067 [email protected] Emily W. Dodd

Communications Officer for Media Relations and Marketing Office of Communications, Marketing,

and Brand Management

PO Box 7718 Ewing, NJ 08628-0718

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Our identity in uSe alternative applications

The following examples show the wordmark used in standup banners.

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School of Engineering School of Nursing, Health,

& Exercise Science

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typOGraphy

The typefaces used in our visual identity are to be used in major publications and marketing materials.

univers lt. Std 59 ultra condensed aBcdefGhiJklMnOpQrStuVWXyZ abcdefghijklmnopqrstuvwxyz0123456789 Univers LT. Std 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Adobe Garamond Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Adobe Garamond Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Gotham Bold

aBcdeFGhiJKLMnOpQrStuVWXyZ abcdefghijklmnopqrstuvwxyz0123456789

Use for title page headlines and minor subject headlines.

Use for all body copy as well as large, visually dynamic quotes or introductory copy.

Use for athletic sports titles paired with the athletic mark.

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The typefaces below are appropriate substitutes for informal documents only to be used if the wordmark typefaces shown on page 16 are not available.

Tahoma

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Tahoma

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

Palatino Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Palatino Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Impact Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

Alternative typeface for title page headlines and minor subject headlines.

Alternative typeface for all body copy as well as large, visually dynamic quotes or introductory copy.

The font used in the athletic logo is Collosalis, however Impact shown to the left is an appropriate alternate for use on athletic wear and other athletic mediums.

typOGraphy cOnt.

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Official collegiate colors

C: 100 M: 75 Y: 15 K: 30

hex: 293F6F PMS 534 C (coated) PMS 2757 U (uncoated)

C: 0 M: 20 Y: 100 K: 20

hex: a67a00 PMS 132 C

PMS 117 U (uncoated)

TCNJ Official Blue TCNJ Official Gold

R: 41 G: 63 B: 111

R: 166 G: 122 B: 0

cOlOr palette ^primary

Official athletics colors

C: 98 M: 77 Y: 25 K: 10

hex: 154A7C PMS 647 C (coated) PMS 295 U (uncoated)

C: 0 M: 27 Y: 100 K: 0

hex: FCBC15 PMS 7409 C (coated) PMS 7406 U (uncoated)

TCNJ Athletics Blue TCNJ Athletics Gold

R: 24 G: 74 B: 125

R: 254 G: 190 B: 16

These official colors establish brand identity in all communications.

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Blue

Yellow

Supporting accent colors

C: 0 M: 82 Y: 100 K: 0

hex: F15623 PMS 1665 C

C: 0 M: 47 Y: 100 K: 0

hex: F8991D PMS 1375 C

C: 98 M: 100 Y: 0 K: 0

hex: 333092 PMS 2746 C C: 53

M: 100 Y: 20 K: 5

hex: 882575 PMS 512 C

C: 20 M: 100 Y: 100 K: 5

hex: bf2228 PMS 1797 C

C: 39 M: 0 Y: 92 K: 0

hex: A8CF48 PMS 374 C

C: 78 M: 21 Y: 43 K: 0

hex: 2B9B99 PMS 7473 C C: 66

M: 31 Y: 0 K: 14

hex: 4A85B9 PMS 646 C

R: 241 G: 86 B: 35

R: 248 G: 153 B: 29

R: 41 G: 63 B: 111 R: 136

G: 37 B: 117

R: 191 G: 34 B: 40

R: 168 G: 207 B: 72

R: 43 G: 155 B: 153 R: 74

G: 133 B: 185

cOlOr palette ^Secondary

C: 0 M: 0 Y: 100 K: 0

hex: FFF200

Pantone Process Yellow C C: 100

M: 0 Y: 0 K: 0

hex: 00aeef

Pantone Process Cyan C

R: 255 G: 242 B: 0 R: 0 G: 174 B: 239

This palette is reserved for Admissions materials only.

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athletic Mark ^primary

athletic mark with full college name athletic mark with college initials

athletic mark with college initials and with name of sport

athletic mark with full college name and with name of sport

Black and white athletic mark with

full college name Black and white athletic mark with

college initials

Athletic marks are to be used by the Department of Athletics only, and adhering to them is the responsibility of that department. For game uniforms, if an athletic logo is utilized, it must be the primary athletic logo. Alternate logos may be used only for non-official uniform apparel.

Non-compliant articles will be taken out of circulation immediately.

Questions about athletics brand complicance should be directed to the Associate Vice President for Communications, Marketing and Brand Management.

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athletic Mark Scale Guidelines

full college name athletic mark

initials athletic mark initials athletic mark with sports name

full college name athletic mark with sports name

3/4 inch

1 inch

note

Should the need arise to use a version of the athletic mark that must be smaller than above guidelines, please contact The Office of Communications, Marketing

and Brand Management.

Below are two examples of each athletic mark version in various sizes for comparison.

To maintain clarity, follow the minimum size guidelines below.

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athletic Mark alternatives

The alternate logo below may be used only for non-official uniform apparel.

Non-compliant articles will be taken out of circulation immediately.

Questions about athletics brand complicance for these alternatives should be directed to the Senior Associate Director of Athletics.

Graphic Identity Standards Guide