brand identity standards - Brand Standards

BRAND IDENTITY STANDARDS
02/2015
THE UNIVERSITY OF CONNECTICUT BRAND
The words you choose. The type you use. The colors, graphics, and
imagery you showcase. How you communicate supports the underlying
theme in the University of Connecticut story. It is what shapes people’s
perceptions of us. It is our brand.
CONTENTS
I: INTRODUCTION
Brand Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Brand Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
II: BRAND IDENTITY
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Primary Wordmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Typography Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Protected Area/Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Custom Wordmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Wordmark Options and Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Oak Leaf Symbol and University Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Oak Leaf Symbol and University Seal Protected Area/Minimum Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
The Husky Dog Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Brand Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
III: TRADEMARK
Trademark and Licensing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
BRAND VALUES
As an institution of higher education, UConn is complex and multi-faceted.
The University, while grounded in proud historical tradition, is dynamic
and evolving. At this particular time in our history, select attributes and
personality traits have been identified to help articulate our brand identity.
Broadly speaking, these essential characteristics help define who we are
as an institution:
OPTIMISTICSMART
INQUISITIVETRUSTED
DRIVENWINNING SPIRIT
1
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
INTRODUCTION BRAND IDENTITY
This guide provides an overview of UConn’s Brand Identity System. More
comprehensive information is available at brand.uconn.edu. Together,
this guide and the website provide our community and constituents with
a complete framework for University standards.
Using this guide, UConn faculty, staff, partners and suppliers will be able
to easily and effectively translate the UConn brand across a wide range
of applications and media.
2
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
INTRODUCTION COLOR PALETTE
The UConn Primary Color Palette:
PRIMARY COLOR PALETTE
Navy Blue - PANTONE 289
White - Opaque White
Grey - PANTONE 430
NAVY BLUE
WHITE
GREY
PANTONE 289 C
C100 M76 Y12 K70
R0 G14 B47
#000E2F
OPAQUE WHITE
C0 M0 Y0 K0
R255 G255 B255
#FFFFFF
PANTONE 430 C
C33 M18 Y13 K40
R124 G135 B142
#7C878E
The UConn Secondary Color Palette:
(Specialty Usage for Athletics)
Red - PANTONE 185
Grey - PANTONE 429
Blue - PANTONE 543, Husky Eyes Only
SECONDARY COLOR PALETTE (SPECIALTY USAGE FOR ATHLETICS)
RED
GREY
BLUE - HUSKY EYES ONLY
PANTONE 185 C
C0 M93 Y79 K0
R228 G0 B43
#E4002B
PANTONE 429 C
C21 M11 Y9 K23
R162 G170 B173
#A2AAAD
PANTONE 543 C
C37 M9 Y0 K1
R164 G200 B225
#A4C8E1
PANTONE® and other Pantone trademarks are the property of Pantone, LLC.
The colors shown on this page and throughout this manual have not been evaluated
by Pantone, LLC. for accuracy and may not match the Pantone color standards.
3
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
PRIMARY WORDMARK
The UConn wordmark is a unique design that creates
a strong and powerful identity for the University. It can
stand alone to convey a simple and clean message,
or be used with the University of Connecticut type
to establish a strong foundation and sense of balance.
There are three interchangeable primary wordmarks,
which include vertical and horizontal arrangements.
VERTI CA L A R R A N GEMEN T
HOR I ZON TA L A R R A N GEMEN T
4
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
TYPOGRAPHY ELEMENTS
Font selection for copy in letters, marketing pieces, etc. is
largely unrestricted. However, there are certain typefaces that
do have use limitations in order to maintain brand integrity.
University of Connecticut Extended – the unique and
custom typeface designed for the UConn wordmark,
used by the University and UConn Athletics. When used
as part of the Brand Identity System, the words “UCONN,”
and “Huskies” appear in University of Connecticut Extended.
In these cases, the font is considered a graphic as opposed
to type.
Gotham Bold – the typeface selected for the “University of
Connecticut” type in the primary wordmark, and established
wordmarks for UConn Health, schools, college, and
regional campuses. Gotham Bold, Black, and Ultra should
not be used on any University-affiliated communications,
except as part of an established wordmark. Gotham Thin,
Book, and Medium are able to be used. Look-alike fonts
that resemble Gotham should not be used for any
wordmarks. Exceptions may be granted upon review
by University Communications.
Outside of these minor restrictions, simply utilize discretion when choosing
fonts that complement the UConn brand. Also, please note that when used in
cases other than the wordmark, the word UConn should simply be written as
“UConn” not “UCONN”.
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
ARI AL
GOTHAM BOLD
ARIAL REGULAR
ABCDE FG
NO PQ RST
a bcdefgh
pqrs tuv w
Arial – the typeface selected for personalized wordmarks
for departments and affiliated groups (see page 10). This
font is editable and should be used as a complement to the
wordmark system.
5
G OT H AM
IDENTITY
H IJKLM
U VWXY Z
ijk lmno
xy z
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
PROTECTED AREA/MINIMUM SIZE
X
X
X
X
X
The protected area around the wordmark is imperative,
and ensures that no other type or graphic elements
interfere with its clarity and integrity.
X
Type should not be used in close enough proximity
to the wordmark to create confusion with custom
workmarks. In these instances, X = the height of the
“U” in UCONN.
X
Wordmarks should never be reproduced smaller than
the minimum size of one inch.
X
X = 1/2 height of the “U” in “UCONN”
X
PRXOTECTED A R EA
X
1"
X
MI N I MUM SI ZE
6
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
1"
CUSTOM WORDMARKS
Established
Established wordmarks have been created for each of
the University’s schools, colleges and regional campuses.
These wordmarks cannot be altered or replicated.
Full sets of each established wordmark are available
to download at brand.uconn.edu.
7
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
CUSTOM WORDMARKS
Personalized
For UConn entities that do not have an established
wordmark, a personalized wordmark may be created.
This mark allows for one or two levels of information
hierarchy. Departments may choose between their
official office name or a shortened version for their
personalized wordmark. For example, the Office of
Undergraduate Admissions may choose to display
its full name or simply “Undergraduate Admissions.”
DIVISION OF
STUDENT AFFAIRS
DIVISION OF
STUDENT AFFAIRS
Department or group names used in personalized
wordmarks should not extend beyond the width of the
primary wordmark; rather, longer names should wrap
to multiple lines.
There are a number of options available for each
personalized wordmark. University Communications
can provide guidance on layout that best suits
individual needs. Please email brand@uconn.edu.
8
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
CUSTOM WORDMARKS
One-Level Option
For a one-level option, the department or affiliated group
should utilize the primary wordmark as the starting point.
The department or group name should be in Arial font and
use all capital letters.
RESIDENTIAL LIFE
• For the one-level option, vertical and horizontal arrangements can be used.
Two-Level Option
RESIDENTIAL LIFE
Should the department or affiliated group wish to identify
with a school, college or regional campus that has an
established wordmark, a two-level option is available.
In this case, the department or group should utilize the
relevant established wordmark as the starting point. The
department or group name should be in Arial font and use
all capital letters.
ON E-LEVEL
RESIDENTIAL LIFE
DINING SERVICES
UNIVERSITY CATERING
• For the two-level option, only the vertical
arrangement can be used.
DINING SERVICES
UNIVERSITY CATERING
TWO-LEVEL
9
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
WORDMARK OPTIONS AND VARIATIONS
ON E-COLOR OPTI ON S
Primary Wordmark Color Options
The UConn wordmark can be displayed in one or two
colors. The one-color option can utilize blue, black, or
be knocked out when used on a dark background.
N AVY B LUE - PA N TON E 2 89
The two-color option includes “UCONN” in navy blue
and “University of Connecticut” in grey.
When the wordmark is displayed using special print
and/or fabrication techniques such as embossing
or engraving, colors other than the official colors may
be necessary. These colors should be the result of the
requirements of the technique and they should be
natural, neutral and compatible with the official identity
(e.g., silver, gold, wood grain).
B LACK
Please see page 4 for specific Pantone colors.
WHI TE
TWO-COLOR OPTI ON
N AVY B LUE - PA N TON E 2 89
GR EY - PA N TON E 430
10
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
WORDMARK OPTIONS AND VARIATIONS
TWO-COLOR OPTI ON S
Established and Personalized Color Options
Schools, colleges, regional campuses, departments,
or affiliated groups may use the one-color options
as explained on page 12.
Two-color options utilize navy blue and grey, only as
shown in the examples to the right.
ESTA B LI SHED WORDMA RK
DINING SERVICES
DINING SERVIC
UNIVERSITY CATERING
UNIVERSITY CATER
Please see page 4 for specific Pantone colors.
DINING SERVICES
DINING SERVIC
UNIVERSITY CATERING
UNIVERSITY CATE
PER SON A LI ZED WORDMA RK
11
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
OAK LEAF SYMBOL AND UNIVERSITY SEAL
Oak Leaf Symbol - The UConn oak leaf continues to serve
as a representation of the University. It may be used as
an identifying mark, a design element, or as part of the
University seal.
University Seal - The official University of Connecticut
seal is the oak leaf symbol encircled by University of
Connecticut 1881. The seal is the formal identifier for the
University for diplomas and other official documents, and
should not be used on apparel, promotional items, etc.
Identifying Mark
The oak leaf and University seal can be displayed in
navy blue, black, or knocked out when used on a dark
background. When displayed using special print and/or
fabrication techniques such as embossing or engraving,
colors other than the official colors may be necessary.
These colors should be the result of the requirements of
the technique and they should be natural, neutral and
compatible with the official identity (e.g., silver, gold,
wood grain).
Design Element
When used as a design element, the oak leaf may be used
in its entirety or enlarged in such a way that only part of
the oak leaf is visible. It can be displayed in navy blue,
black, knocked out when used on a dark background,
or as a watermark. For guidance, please contact
University Communications at brand@uconn.edu.
Please see page 4 for specific Pantone colors.
12
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
OAK LEAF SYMBOL AND UNIVERSITY SEAL
PROTECTED AREA/MINIMUM SIZE
X
X
X
Oak Leaf Symbol
•
When used as an identifying mark, to ensure clarity and integrity of the seal and symbol, it is imperative that no other graphic elements violate the protected area of 1/2 the height of the oak leaf. The oak leaf symbol should never be smaller than 3/8 of an inch.
X
PR OTECTED A R EA
• The oak leaf should not be used in close enough proximity to the wordmark to compromise the
integrity of either element or create confusion about
appropriate display of the wordmark. For questions, email brand@uconn.edu.
X = 1/2 height of the oak leaf
3/4"
University Seal
3/8"
• To ensure clarity and integrity of the seal, it is
imperative that no other graphic elements violate
the protected area. All words and images used in
proximity to the seal should be placed no closer
than the distance equal to the width of its
circular band.
MI N I MUM SI ZE
• Also, to ensure legibility, the University seal should never be smaller than 3/4 of an inch.
For information about specialty seals such as those used
on laboratory coats, visit brand.uconn.edu.
Please see page 4 for specific Pantone colors.
13
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
THE HUSKY DOG LOGO
The Husky Dog logo is the official logo of UConn
Division I sports teams, and as such is reserved
primarily for use on athletic uniforms and retail
merchandise.
The Husky Dog logo should not be included in email
signatures except by UConn Athletics staff.
Husky Dog Pride Logo
The Husky Pride logos are for use by University staff
in email signatures and on approved promotional
products, apparel or signage. The Husky Pride logo is
meant to be used as created; the Husky Dog may not
be removed from the logo and used on its own.
The Husky Pride logos are available for download at
brand.uconn.edu.
For Husky Pride and all other Husky Dog logo questions,
please contact the Office of Trademark Licensing and
Branding at licensing@uconn.edu, 860.486.9097.
14
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
BRAND APPLICATIONS
When establishing a brand, consistency is key. Using the Brand Identity
System in a consistent manner will build credibility for the brand, increase
recognition and set us apart from the competition. As design elements
evolve, remember that consistency is the cornerstone of a memorable
brand experience.
In the instance that an opportunity arises that is not addressed in this guide,
the University has assembled a team of brand advocates and managers who
are able to assist you with additional needs.
Please email brand@uconn.edu.
15
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
BRAND APPLICATIONS BRAND APPLICATIONS
Office of the Associate Vice President
of Finance and Budget
Office of Treasure Services
Someone Herey
Title
Stationery
It is essential that all stationery items be of consistent
design and print quality. A variety of official templates
is available, which provides a flexible stationery system
for the University community. A sample of stationery
options can be seen on the right. The full system is
available through the following:
Kuali System
for the Storrs campus, regional campuses
and Law School
kuali.uconn.edu
Date
Addressee Name
Company Name
Department or Post Office Number
Street Address
City or Town, State 00000-0000
Dear Addressee,
Caernatem expliaspe vit, sequas enet evernatem quodi aut acepudi psunti dollorem. Ut vent eatis verro maione
ex eos anda dolor ma dolorae volorepedi rature, que doloria voloratur? Que magnis dit dolore se dolorem es
dolumquidus, si cullabo rporatus illabor eperiscid et quam qui doloreptis moditassum a int maio molore est,
ulparum nihicabo. Idi nem anis ea cus el mollant ut faccum et harit doluptatis sit magnimus andae.
Tatur aspedis volo maximus moloressiti re omnimolum, qui occullu ptiunt at. At res et aruntur molorep ercimin
ullaccus. Explaut alibusdandit accat. Equo exerum ipsus mos estium etusantoria consequam dolorrumquo
exceperum dest facescipis res quisquuntis estorer orescim inistrum excepudae sinvel inverum quibus, vendaep
erruptatus coraest ut maionseque aut quos doluptat quiant expel imolestiisi que parionestiis qui cus eum eat
rem quodio.
Lendi aperum dolores ciminctota ad mo vel maio te intisci liquam qui veles as volupta quos ut es aut repernam
nectemquiam, utemperis ut hitatio saernam nonsequiam volupta tinistiam et etur, ut est quae dolessima quibus
nonseditas eumquo de senderi taestiaerit, esse omnis atemperrum aut facillab intorec eatioru ptassed mo
blabore ssequis dellacc ullesequae quae pro quae cusanture cust, consequatio. Et odis coreritae pa aliciis sae
re, tem sam, tempos quae il il int velique rate dent modi inulloribus sequid molorum re a qui occum inumquidit
a parum ut odio blandus.Orro omniet eicienihicit eum eatium in perchit pedios eossus et quiaturem est, seditat
intotat arciis molore nossin recus dolorescil maximil igendem imil magnatur sint, ut doloraectet lacessi minullaut
que con nobis event fugit moluptur? Quis et aute dolor ad unditia taepuda nienihi llecto odi repernatia con essin
periaestem cus ipicabo raestecus simus sint labore as solesti venimus ma vollectio dolo eate quiatem reperes
dolupta sit, odisciti dolorro erias a volorer spelis sitius aut velest porpore perion porupta core culparum quiat
etur?
Someone Herey
Title
Associate Vice President of Infrastructure Planning
and Strategic Project Management
343 MANSFIELD ROAD UNIT 1130, STORRS, CT 06269-1130
PHONE 860.486.2927 • FAX 860.486.5051
someone.herey@uconn.edu • www.uconn.edu
Sincerely,
No other means of producing stationery is allowed. For
detailed information and best practices for utilizing the
templates, visit brand.uconn.edu.
Someone Here
Someone Herey-Someone
Title 1
Title 1 continued
Title 2
Title 3
XXXXXXXX
School of Fine Arts
830 BOLTON ROAD UNIT 1099
CT 06269-1099
343 mAnsField ROAd UniTSTORRS,
1130
sTORRs, CT 06269-1130
pHOne 860.486.4429
fax 860.486.8738
someone.herey@uconn.edu
www.uconn.edu
Web and Mobile
As technology continues to evolve, so will the
University’s web and mobile standards. For the most
current information on these standards, including color
and font selections, sizing requirements and ADA
compliance, visit brand.uconn.edu.
Office of the Associate Vice President
of Finance and Budget
Addressee Name
Company Name
Department or Post Office Number
Street Address
City or Town, State 00000-0000
Office of Treasure Services
343 MANSFIELD ROAD UNIT 1130, STORRS, CT 06269-1130
PHONE 860.486.4429 • FAX 860.486.8738
someone.herey@uconn.edu • www.uconn.edu
Someone Herey
Title
Associate Vice President of Infrastructure
Planning and Strategic Project Management
343 MANSFIELD ROAD UNIT 1130
STORRS, CT 06269-1130
PHONE 860.486.2927 • FAX 860.486.5051
someone.herey@uconn.edu • www.uconn.edu
Secondary
logo
Someone Herey-Someone
Title 1
Title 1 continued
Title 2
Title 3
Office of the Associate Vice
President of Finance and Budget
16
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
Office of Treasure Services
343 MANSFIELD ROAD UNIT 1130
STORRS, CT 06269-1130
PHONE 860.486.4429 • FAX 860.486.8738
someone.herey@uconn.edu • www.uconn.edu
Secondary
logo
BRAND APPLICATIONS
Vehicles
The UConn wordmark is the preferred brand element
on official UConn service vehicles and buses. In cases
where a vehicle needs to be identified for special access
privileges, the department name can be added to the
wordmark. A sample of vehicle options can be seen
on the right.
For authorization to use the wordmark on a vehicle,
please contact University Communications at
brand@uconn.edu.
17
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
FACILITY OPERATIONS
& BUILDING SERVICES
IDENTITY
DO NOT CHANGE THE FONT OR ADD TYPE TO THE WORDMARK
BRAND APPLICATIONS
Incorrect Uses
In order to present a strong and unified brand, it is
important to utilize the brand identity elements in a way
that enforces, rather than jeopardizes, the overall brand.
The sample incorrect uses illustrated on these pages
demonstrate some common errors that must be avoided.
UNIVERSITY OF CONNECTICUT
DO NOT STRETCH OR DISTORT THE WORDMARK
DO NOT CHANGE POSITION OF ANY ELEMENTS OF THE WORDMARK
DO NOT ALTER THE COLOR OF ANY PART OF THE WORDMARK
DO NOT USE THE WORDMARK ON A DISTRACTING BACKGROUND
DO NOT FRAME THE WORDMARK IN A RESTRICTING BOX
18
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
DO NOT REPRODUCE IN ANY COLORS OTHER THAN THOSE IN THE APPROVED PALETTE
BRAND APPLICATIONS
Incorrect Uses, continued
DO NOT OVERLAP THE OFFICIAL SEAL WITH OTHER ELEMENTS
DO NOT ENCLOSE OR FRAME THE SEAL IN A SHAPE OR AREA
DO NOT MANIPULATE OR DISTORT PROPORTIONS
DO NOT KNOCK OUT THE SEAL
19
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
IDENTITY
TRADEMARK AND LICENSING
What is a Trademark?
A trademark is any logo, symbol, nickname, letter(s), word, slogan,
or derivative that can be associated with an organization, company,
manufacturer, or institution and can be distinguished from those of other
entities or competitors.
Who Needs a License?
Licenses must be obtained for the use of any UConn trademark, image
or photograph used on any product sold to the general public or to
campus departments and organizations. In addition, promotional licenses
must be obtained by companies or organizations wanting to associate with
the University through any use of its trademarks.
For more information, please contact the Office of Trademark Licensing
and Branding at licensing@uconn.edu, 860.486.9097.
20 UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
RESOURCES TRADEMARK AND LICENSING
UConn’s Office of Trademark Licensing and Branding serves four
primary purposes:
• Promote UConn through licensed products and other
licensing arrangements.
• Preserve UConn’s history by protecting historically significant
and important trademarks.
• Protect UConn’s image and reputation through trademark usage
and ensure that the only entities using our trademarks for commercial
purposes have the legal right to do so.
• Profit from the sale of officially licensed merchandise and other
licensing agreements, which funds various athletic and
academic programs.
21
UNIVERSITY OF CONNECTICUT BRAND IDENTITY STANDARDS
RESOURCES