graphic identity guide

GRAPHIC IDENTITY GUIDE
Updated December 2014
WAGNER COLLEGE’S
BRAND PROMISE
Wagner College is an innovative, liberal arts college for aspiring leaders who want to live and learn on a beautiful,
traditional campus; enjoy the vast resources of New York City; and connect the liberal arts with fulfilling careers.
The Wagner Plan for the Practical Liberal Arts offers students an unparalleled educational experience that integrates
different fields of knowledge, connects students with the local and global communities, and focuses on “learning
by doing” through means such as internships and civic involvement. The close-knit campus community promotes
students’ personal and intellectual development.
Like any institution with many members and
email to alumni, or otherwise communicating
today’s College to alumni, friends, and
many years of history, Wagner College means
in an official way about the College, we would
potential donors.
different things to different people.
like you to have a solid idea about what we
But, if you are a member of today’s Wagner
community who is charged with maintaining
a portion of the Wagner website, leading a
tour for prospective students, writing an
consider to be the College’s central message.
This core message is especially relevant to
attracting prospective students and parents,
but is also very important in presenting
These are not necessarily phrases to be used
verbatim, but they are a guide to help you
convey key points that will help your audience
understand who we are.
CONTENTS
1 Primary Colors
2 Accent Colors
3–4 Official Logo
5 Alternative Web-Only Logo
6 Specialized Logos
7 Official Crest
8 Print Typography
9 Formal Typefaces
10 Digital Typography and Icons
11 Letterhead and Email Signature
12 Business Cards
Use of PMS 553 is essential to
the brand identity of Wagner
College. Use of another green is
PRIMARY COLORS
not acceptable. For pieces that
call for a brighter look try
using PMS 553 in conjunction
with a 40 percent screen of
itself. Or use a .25” border
of white along the edges of
the piece instead of flooding
the color to the edges.
Official logo colors are PMS 553 (green) and PMS 874 (gold). When spot colors and PMS 553 or 874
are available, the logo should print in one or both of these colors. If printing in a single color other than
one of the primary logo colors, it is recommended the color be black. If the single color available is not
black, it is acceptable for the logo to print reversed out of that color. If printing in process color inks and
no spot colors are available, it is acceptable to use the provided process color builds in place of the spot
colors—with respect given to printer and substrate quality.
The process version of
4-color Process: C-65 M-0 Y-55 K-80
Web: #004331 (#175644 for hover)
Wagner gold is too light
for small thin type.
4-color Process: C-40 M-42 Y-95 K-0
Web: #A68C4A (#B29C50 for hover)
You may add 14 percent
black if using process gold for
PMS 553
PMS 874
type on a printed piece.
1
Neutral Tones for Web
For the web, headlines and
small graphic accents may
ACCENT COLORS
be done in shades of gray.
#818181 for graphic elements
and #595959 for headlines.
See page 10 for sample graphic
elements available in gray.
This jewel-toned color palette enhances the Wagner College primary colors and allows for more
flexibility when designing. Accent colors should always be used in conjunction with the official
green and gold primary colors. In print, they may be used as solid blocks of color with type knocked
out, or for auxiliary graphics like maps, charts and graphs. On the website, these accent colors may be
used where color-coding would help to visually separate or organize content, much the same as in print.
4-color Process: C-19 M-82 Y-44 K-65
Web: #663333 (#803C3C for hover)
PMS 505
4-color Process: C-55 M-80 Y-100 K-45
Web: #563019 (#6C3D21 for hover)
PMS 476
4-color Process: C-100 M-75 Y-35 K-30
Web: #023D61 (#035283 for hover)
PMS 540
2
Size and Positioning
1¼" minimum width
Minimum safe zone equals the
reproduced size of small cap height.
OFFICIAL LOGO
Name recognition is important for the reputation of the College. The Wagner College logotype is a
wordmark that provides a consistent, easy-to-read, and memorable rendering of the name. The logo has
been carefully typeset and is available in a variety of file formats. It should not be used within body
copy and should always be sized and positioned as seen at left.
wagner_logo_build_green.eps
wagner_logo_pms553.eps
wagner_logo_build_gold.eps
wagner_logo_pms874.eps
Logo should not be shown at
greater than ¼ of a print page
size unless it is being used as a
screened-back graphic element.
wagner_logo_black.eps
wagner_logo_white.eps
3
Examples of the Wagner College
Logo in situ.
4
Favicons and Profile Pictures
for Web/Mobile Use
Favicons are composed of a
thickened Wagner W, knocked out
ALTERNATIVE LOGO
WEB-ONLY
of a green or gold background.
The favicon can also be used as a
profile picture for social media.
In special circumstances for web, a stacked version of the Wagner College logo may be used.
Use it only when it is needed to fit in a template that does not allow for the length of the official logo.
(If you think you need this alternative logo, please contact the Office of Communications and Marketing.)
It should never be the primary logo on any page of an official Wagner College website.
For instances when the profile
picture is always displayed
at 85 by 85 pixels or greater,
the W may be knocked out of an
iconic Wagner College image.
Wagner_Stacked_Green_WEBONLY.eps
Wagner_Stacked_Gold_WEBONLY.eps
Wagner_Stacked_White_WEBONLY.eps
5
Departmental Logos
Schools, departments and initiatives
within Wagner College should have
SPECIALIZED LOGOS
their own versions of the logo,
which capitalize on the visual appeal
of the “BE PART OF THE CITY” logo.
For example:
“Be Part of the City” is a long-running campaign at Wagner College. There is a specific logo to be
used for the campaign. This logo should be used on admissions materials that feature Wagner College’s
location in New York City. It may be used in some other instances too, when the College’s location is
being highlighted.
ALUMNI ASSOCIATION
To obtain the proper file,
send a request for to the Office
of Communications and Marketing.
WAGNER_BPC_logo_green&gold.eps
Please also include a description
of the usage so the proper
file format is sent.
WAGNER_BPC_logo_gold&white.eps
WAGNER_BPC_logo_black.eps
WAGNER_BPC_logo_white.eps
Logo is also available in spot colors or mixed spot and process.
6
Crest with Logo
If using the crest in conjunction
with the Wagner College logo,
OFFICIAL CREST
use the files provided so that the
proportions stay correct:
The Wagner College crest is a traditional mark of the College dating back to its earliest days,
featuring symbols of the institution’s Lutheran heritage and academic mission. Use the crest on
official printed documents and materials, such as formal presidential invitations, diplomas, and the
Commencement program. It should never be used on marketing and communications materials, in print
or online, except in association with the Wagner College president.
CombinedLogoCrest_PMS553.eps
(also available for PMS874)
CombinedLogoCrest_3Color.eps
Crest_3Color.eps
Crest_PMS553.eps
Crest_PMS874.eps
7
Type Tip
Always try optical kerning
and remember to check that
PRINT TYPOGRAPHY
all W’s are properly kerned
(especially with Bauer Bodoni).
The typeface for the official logo is Bauer Bodoni Roman. This font is generally used in all caps format,
which is only appropriate for selective use in headlines and short blocks of highlight copy. When used in all
caps it should be scaled to 90 percent horizontally. Add a .08pt. stroke to the font so that it prints cleaner.
For a modern juxtaposition, ITC Officina Sans and ITC Officina Serif are used for all purposes; body, headlines, highlight copy, and media; print and advertising.
BAUER BODONI ROMAN
BAUER BODONI BOLD
ITC Officina Sans Book
ITC Officina Sans Italic
ITC Officina Sans Bold
ITC Officina Sans Bold Italic
ITC Officina Serif Book
ITC Officina Serif Italic
ITC Officina Serif Bold
ITC Officina Serif Bold Italic
Magazine
Pastonchi MT Regular (body text)
Bauer Bodoni Roman
News Gothic SH Roman
News Gothic SH Bold
News Gothic SH Light
SH News Gothic Light Italic
Pastonchi MT Italic
pastonchi mt regularTexpert
Pastonchi MT Titling
Rockwell Extra Bold
Rockwell Std. Bold
Rockwell Regular
8
Add Flourish
to Formal Invitations
D
Graphic elements can help
to visually organize text
on formal invitations. Use or create
flourishes like the one above.
FORMAL TYPEFACES
A more elegant combination of typefaces
is to be used for formal invitations and
for collateral related to special occasions,
including Commencement. Fonts are
listed below. Bauer Bodoni Roman should
always be 90% horizontal scale and all caps
with a .08pt. stroke.
PRESIDENT RICHARD GUARASCI
AND THE FACULTY AND STAFF
c o rd i a l l y i nv i te yo u to t h e
Student
Awards Dinner
i n re c o g n i t i o n of
Academic and Leadership Achievement
BAUER BODONI ROMAN
Cac Champagne
News Gothic SH Light
FRIDAY, MAY 3, 2013
SIX O’CLOCK IN THE EVENING
MAIN DINING HALL
D
Your re sponse is requested by Friday, April 19, 2013
RSVP to 7 18-390 -3181 or c ace@wagner.edu
9
Social Media Icons
The icons below are the
preferred ones to be used on Wagner
College print publications and on the
website. They’re also provided in gold,
gray and white. Use them aligned
DIGITAL TYPOGRAPHY
AND ICONS
Web fonts specified are for all live text on Wagner College’s website, and for Wagner College
video titles. Banner ad campaigns and graphics that include flat text may include Bauer Bodoni.
vertically, horizontally, or both.
News Gothic Bold Condensed BTRegular
News Gothic Regular
Small eye-catching symbols offset headers on the Wagner College website. The set is
growing and evolving and is maintained by the Office of Communications and Marketing.
Sample symbols are shown below.
SocialMediaIcons.eps
Symbols.eps
10
Email Signature
Set up a standard signature
for your outgoing emails.
LETTERHEAD
Use the default font.
Name | Title
Department (single line)*
wagner.edu | 718-420-4468
All letterhead should be ordered through the Office of Communications and Marketing.
Letterhead for individual departments is to follow the template below and should be printed with
PMS 553 and PMS 874 on a bright white uncoated stock.
Connect with Wagner College!
(link to wagner.edu/about/social)
DEPARTMENT NAME
*Department should link to your
departmental homepage.
DEPARTMENT NAME
One Campus Road, Staten Island, New York 10301
DepartmentalEnvelope.ai
One Campus Road, Staten Island, New York 10301 | 718-XXX-XXXX | (f) 718-XXXXXXX | wagner.edu/department
DepartmentalLetterhead.ai
11
BUSINESS CARDS
More Info
For cards with extra-long
titles or information you
don’t see in the examples
below, please use the files:
All new business cards should be ordered through the Office of Communications and Marketing.
Employee_BCard_Extend.ai
The card templates are below. They should be printed with PMS 553 and PMS 874 on a bright white
SeniorStaff_BCard_Extend.ai
uncoated stock.
Employee Name
Senior Staff Name
Title
Title
Office
718-XXX-XXXX
employee.name@wagner.edu
One Campus Road, Staten Island, New York 10301
wagner.edu
Employee_BCard.ai
Office
718-XXX-XXXX
employee.name@wagner.edu
One Campus Road, Staten Island, New York 10301
wagner.edu
SeniorStaff_BCard.ai
12