Graphic standards manual April 2014

Graph i c
stand ar ds
manu al
April 2014
contents
PART 1
1Introduction
2
Brandmark configurations
3
Brandmark colour palette
4
Brandmark protected space and minimum size
5
Brandmark: incorrect brandmark use
6Typography
7Imagery
8
Preferred placement of the brandmark
9
Use of the Ryerson University brandmark
10 Use of school or program names
PART 2
11 Name usage and copy guidelines for communication materials
12 Brand name external usage guidelines
16 Brand name internal usage guidelines
17 Ted Rogers School of Management boilerplate
18 General Usage
19 Advice or approvals
PART 1
Introduction
On May 29, 2007, Ted and Loretta Rogers made a transformational gift of $15 million to Ryerson
University. The gift was directed towards the Faculty of Business, which in recognition was renamed
the Ted Rogers School of Management. In addition, the names of all four schools within the Ted Rogers
School of Management changed to: Ted Rogers School of Business Management; Ted Rogers School
of Hospitality and Tourism Management; Ted Rogers School of Information Technology Management;
and Ted Rogers School of Retail Management.
The naming of the Ted Rogers School of Management marks a milestone for management education
at Ryerson. It’s a tremendous opportunity to position and brand the School as one of Canada’s leading
Schools of Management. In a very competitive marketplace, the Ted Rogers School of Management
brand is an assurance of quality, and the promise of a relevant and differentiated management
education in the heart of Toronto’s financial district.
To establish the new brand identity, a dynamic new brandmark has been developed for the Ted
Rogers School of Management. A comprehensive design approach, which includes brandmark usage
and name brand usage guidelines, has been created to ensure that the brand is always used in a
professional and consistent manner.
The brandmark, or logo, is the most recognizable visual expression of the brand. When used
consistently with other elements of the graphics system – colour palette, typography and image
style – a memorable and highly recognizable brand image will be established.
This manual has been developed as a resource for anyone responsible for the creation or
implementation of marketing and communications materials related to Ted Rogers School of
Management, to ensure clear and consistent application of the School’s visual expression,
and to help build its image and profile locally, nationally and internationally.
Ted Rogers School of Management Brandmark
1
Brandmark configurations
The Ted Rogers School of Management brandmark exists in three configurations. The primary, or
preferred, use of the brandmark is two-colour on a white background. Alternate versions of the
brandmark have been created in black for instances where technical or colour limitations
prevent the use of the primary version.
The brandmark is custom designed artwork and may only be reproduced from authorized electronic
files. Any other versions of our brandmark are not acceptable, as it must never be altered,
redrawn or manipulated in any way.
Primary Brandmark
Pantone 294 (Blue) and Pantone 124 (Deep Yellow) on a white background
Alternate Brandmarks
100% Black and 50% Black
On black or dark background when colour printing is not
available: White and 50% Black
2
Brandmark colour palette
The colour palette used by the Ted Rogers School of Management for the brandmark is consistent with
the colour palette of Ryerson University. The preferred method of reproduction is by using Pantone
colours for maximum consistency and control. When limited by technical or budgetary constraints,
these colours may also be reproduced in CMYK, or process colour.
When using silkscreening, vinyl application, or other non-offset reproduction methods, colour must
be matched as closely as possible to the Pantone standards. For guidance or approval of colour
selections, please see the contact information provided on page 19.
BLUE
DEEP Yellow
The Pantone Matching System® is a
print industry colour-matching standard.
Colour shown on this page and throughout
this manual have not been evaluated by
PANTONE®, Inc. for accuracy and may
not match PANTONE® colour standards.
For accurate standards, refer to the
current edition of the PANTONE® colour
formula guide.
Pantone 294
Used for both coated and
uncoated papers
CMYK
C100, M56, Y0, K18
RGB
R0, G52, B120
Hexidecimal
003478
Pantone 124
Used for both coated and
uncoated papers
CMYK
C0, M27, Y100, K0
RGB
R234, G171, B0
Hexidecimal
EAAB00
The colour you see on you monitor or from
colour laser output should not be used for
visual matching.
Secondary Accent Colour
DEEP RED
Pantone 1805
Used for both coated and
uncoated papers
CMYK
C0, M91, Y100, K23
RGB
R192, G49, B26
Hexidecimal
B0232A
This secondary colour can be used as an accent
in the design of print and online materials. Like
the brandmark colour palette, this colour may
also be reproduced in CMYK or process colour.
3
Brandmark Protected space and minimum size
Keeping the wordmark isolated from other graphic elements is key in preserving clarity of presentation.
A minimum amount of protected space should always surround the wordmark, separating it from
headlines, text and imagery, or from the outside edge of the document or application. The protected
space is defined by 1.5 times the x-height in the wordmark, as shown below.
Minimum Protected space
The minimum size for print reproduction of the brandmark is defined by its total width at 1".
Minimum Size
1"
4
Brandmark incorrect brandmark use
Consistent application of the brandmark is essential to building and maintaining brand recognition.
The brandmark should never be altered or redrawn in any way and only approved digital artwork should
be used for reproduction purposes. While not an exhaustive list, the examples below illustrate some
incorrect uses and deviations to avoid.
Do not rotate the brandmark.
Do not change the colour of the
brandmark.
Do not distort or alter the proportion of the
brandmark.
Do not change the configuration of
the brandmark.
Do not use portions of the brandmark.
Always use the complete brandmark.
Do not add other elements like drop
shadows to the brandmark.
Do not apply the brandmark to a colour
background with insufficient contrast.
Do not apply the brandmark to complex
backgrounds.
Do not use the brandmark turned 90°.
5
Typography
The typography of the Ted Rogers School of Management brandmark is a customized, proprietary piece
of artwork. Type within the brandmark should never be altered, replicated or rebuilt. The typestyle of the
brandmark is not used in the visual system outside of the mark itself.
Supporting typography in communication materials is the Univers Condensed family, used in the
weights shown below. Univers is a sans serif typeface that is well-known for its clean lines and
legibility. Italic versions of the typeface should be used for distinction or emphasis within body text, but
should not be used as the main style for text or headlines.
In instances where the Univers typeface is unavailable, or when a standard Windows® system font is
required, Arial Narrow may be used in place of Univers Condensed.
Preferred supporting typography: univers condensed
This text is set in Univers 47 Condensed Light
This text is set in Univers 57 Condensed
This text is set in Univers 67 Condensed Bold
Default supporting typography: Arial Narrow
If Univers Condensed is not available
This text is set in Arial Narrow
WEBSITE TYPOGRAPHY
The typeface recommended for headlines on the Ted Rogers School of Management website is Bebas Neue from
Dharma Type. Univers Condensed or Arial Narrow typefaces are recommended for body copy.
This text is set in Bebas Neue
6
Imagery
Photography is an essential tool in communicating an appropriate brand image and personality in our
communication materials.
Use images that capture the innovative and youthful spirit of the Ted Rogers School of Management:
1.Students in real locations to reinforce the “relevant” aspect of our approach to education
2.Faculty leadership
3.Professional and business-related scenarios
4.Technological advancement
5. In the heart of the city
7
Preferred placement of the brandmark
The preferred positioning of the brandmark is at the upper-left corner of an application.
In instances where readability or emphasis is impaired by using the preferred positioning, the
brandmark may be positioned in a more appropriate place. However, any placement must receive
approval from Marketing and Creative Services prior to usage.
In some applications, it may be appropriate to use the positioning of the brandmark to align text or
graphics, as shown below. This technique helps to integrate the brandmark into the layout as a whole.
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The Future of Communications
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Preferred positioning of the brandmark
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prat amet lumsan ero odolortie commolore doluptat. Quam, senisim doloborper alisi tat.
Duis dit velesed doluptate exeros aliquat ad et veniat, vullan vulla feu faccum et, quat
loreetum nonsendit verostisi.
The brandmark used as a basis for text alignment
8
Use of the Ryerson University Brandmark
The Ted Rogers School of Management brandmark is always accompanied by the Ryerson University
brandmark, and the two should be placed away from each other so they do not compete for prominence.
A simple way of achieving this is by using the university mark in the bottom right corner with the School
mark in its preferred position in the upper-left corner. In some scenarios, there may not be enough room
to accommodate both brandmarks (e.g., promotional items, such as a pen). In general, the Ted Rogers
School of Management brandmark will be the lead, but each instance will be evaluated independently.
As a general rule, the width of the Ryerson brandmark should be equal to the width of the type of
the word “Management” in the Ted Rogers School of Management brandmark. There may be some
instances where this rule does not apply, where one brandmark is larger and primary and the other is
smaller and secondary.
X
Admissions
office
X
Width of the Ryerson brandmark (X) is equal to the width of the
word “Management” in the Ted Rogers School of Management
brandmark
Positioning of brandmarks in layout
9
Use of the brandmark with school names and
other affiliations
School names: When using the TRSM brandmark with the name of a School, the name should be typeset in
Univers Condensed. If not available, Arial Narrow is the secondary font option. The School name should not
encroach on the minimum protected space around the brandmark.
When accompanying the brandmark, the words “Ted Rogers School of” are reduced to 1/3 of the larger School
name font size so as not to detract from the brandmark. For example, if RETAIL MANAGEMENT is set in 21 point
type, “Ted Rogers School of” is set in 7 point type. However, where legibility is a concern, “Ted Rogers School of”
can be increased to 50% of the School name font size.
The School name should be set flush-left and aligned to the width of the brandmark. In examples of a one-line
treatment, centered is acceptable.
There are three design configurations to use. In order of preference, they include:
1. T he School name accompanied by the TRSM and Ryerson brandmarks (located in bottom or upper
right corners of creative – see page 11).
2. School name accompanied by the TRSM brandmark. See example 1
3. School name by itself. See example 2
Other affiliations such as centres, departments, and student groups affiliated with the TRSM brandmark
should follow the same guidelines as stated above. Remember to be considerate with point size so as
not to detract from the brandmark.
Example 1
Example 2
TED ROGERS SCHOOL OF
BUSINESS MANAGEMENT
TED ROGERS SCHOOL OF
BUSINESS MANAGEMENT
10
PART 2
NAME USAGE and copy GUIDELINES FOR
COMMUNICATIONS MATERIALS
The following “name” usage guidelines are for copy within marketing and
communications materials (i.e., written materials, brochure copy, website text, etc.).
The objective is to be consistent when using our “brand” names, Ted Rogers Schoolof Management
and Ryerson University, in all marketing and communications materials so we clearly identify ourselves.
This includes, but is not limited to, websites, brochures, press releases, reports and publications by
all Schools at Ted Rogers School of Management and all Centres and Institutes that are part of the
Ted Rogers School of Management. The Marketing & Communications team at Ted Rogers School of
Management is available to give assistance in the development of any marketing and communications
materials and available to review any materials any Ted Rogers School of Management stakeholders
develop that includes our faculty name and logos and copy about us. These guidelines may be further
adapted in partnership with the marketing and communications department as needed.
Please note that we have used the short-form “TRSM” through this section to be succinct.
11
Brand Name External Usage Guidelines
Ted Rogers School of Management
When using our faculty name, “Ted Rogers School of Management”, for the first time within
the copy of any marketing materials, you should write: “Ted Rogers School of Management
at Ryerson University” in full.
Please do not use “Ryerson’s Ted Rogers School of Management” or “Ryerson University’s
Ted Rogers School of Management”.
The name “Ted Rogers School of Management” should also appear in full, and/or can be
alone, within headings or sub-headings on marketing materials.
Further uses of our faculty’s name, after the first use, can be shortened to “Ted Rogers
School of Management” (i.e., no need/obligation to further reference Ryerson University.)
To ensure that our faculty name gains recognition and retention with external stakeholders,
please do not use acronyms such as “TRSM” in printed external materials. Due to space
restrictions online e.g., 140 characters on Twitter, the need for, and habit of, shorter names
online or in digital communications, “TRSM” can be used with consultation and agreement
of the MarComm team at Ted Rogers School of Management.
12
The Schools of the Ted Rogers School
of Management
Thanks to the generous donation from the Rogers family in 2007, four Schools within the
Ted Rogers School of Management are mandated to use the Rogers name whenever they
write/speak/show their school’s name:
• Ted Rogers School of Business Management
• Ted Rogers School of Hospitality and Tourism Management
• Ted Rogers School of Information Technology Management
• Ted Rogers School of Retail Management.
When using a School name, always use its’ full proper name.
Please do not use acronyms of the proper name of Schools, for example: TRSITM, TRSBM,
or TRSHTM or TRSRM as its first use in any materials.
For second and repeated use of Schools, the “program” terminology such as the “Retail Management program”
and “Information Technology Management program”, and “BComm degree in Hospitality
and Tourism Management” are acceptable and can be used instead of the full School name.
However, whenever “School of…” is being used within a document, the proper name must be used.
For example, “Ted Rogers School of Business Management” not “School of Business Management”.
The “Ted Rogers” must always appear prior to the word ‘school’ after proper first use, and using “program”
terminology. The acronyms ITM, BM, HTM or RM can be used instead of “Information Technology Management”
as a second reference.
These are the only acronyms that can be used. (Note that acronyms of BM and RM differ from previous acronyms
of SRM and SB). When including more than one school name within a document, place in alphabetical order.
For example: Ted Rogers School of Business Management, Ted Rogers School of Hospitality and Tourism
Management, Ted Rogers School of Information Technology Management,
Ted Rogers School of Retail Management (first use).
13
School of Health Services Management & School
of Accounting and Finance
These two schools (HSM & SAF) are not sponsored by the Rogers family, therefore,
should be initially identified as:
• T he School of Health Services Management at the Ted Rogers School of Management
at Ryerson University
• T he School of Accounting and Finance at the Ted Rogers School of Management
at Ryerson University
After the first reference, use of the school’s full name as above. They can be shortened
as per other schools at TRSM (see page #3).
MBA Program
The graduate degrees delivered at the Ted Rogers School of Management, with admissions
support from the Yeates School of Graduate Studies and located at TRSM, are titled: Master of
Business Administration (MBA), and Master of Management Science (MMSc) in Management
of Technology and Innovation.
These programs have not been renamed under the “Ted Roger School of Management” name.
Both MBA programs, therefore, should be referred to as the “MBA at Ryerson University (first use)”.
Further references to the MBA programs can use “Ryerson’s MBA”. Please do not use “MBA
on Bay” or “The MBA on Bay”.
14
The Centres & Institutes of the Ted Rogers
SCHOOL OF MANAGEMENT
The 12 Research Centres & Institutes (as of Sept 2013) under the auspices of the Ted Rogers School of
Management should make every effort to clearly identify in their printed and online materials and websites that
they are part of TRSM. For example: the TRSM logo (seen on this document) should be featured on the cover of
centre and institutes’ publications and on the home pages of their websites. We would also highly recommend
that website copy make the relationship between the centre or institute and TRSM clear to the reader.
For example, in printed materials such as press releases, the first reference to an institute or centre
should read as follows:
“Ted Rogers School of Management’s Institute for the Study of Corporate Social Responsibility
at Ryerson University.”
In further references, TRSM and Ryerson can be left out of copy, but it is essential that the full name is used up
front within all printed pieces to clearly identify that the institute or centre is funded by, in many cases directed
and staffed by, and often physically based at, the Ted Rogers School of Management. This recognition is key to
building the academic and faculty profile of TRSM amongst our external and internal stakeholders, as well as
building our research authority.
15
Brand Name Internal Usage Guidelines
All of the external guidelines apply to any written communications to internal stakeholders.
We do allow, however, the short form, TRSM, to be used as a secondary reference in internal
materials, as long as the first reference is “Ted Rogers School of Management (TRSM)” is
clearly stated and written in full.
At this time, we do not want to use “TRSM” broadly with external stakeholders
(outside of digital usage as detailed above).
Ryerson University
When using the name “Ryerson University” in text/copy for the first time, make sure to use
the full name i.e., the word “University” follows “Ryerson”. Further uses of the Ryerson name
within copy, after the first use, can be shortened to “Ryerson”. In headlines or sub-headline
copy, the full name “Ryerson University” should be used.
16
Ted Rogers School of Management boilerplate
Descriptor for press releases and websites
About Ted Rogers School of Management
Ted Rogers School of Management at Ryerson University is Canada’s preeminent entrepreneurial-focused
business school that is shaping the country’s next generation of global innovators and leaders. The school’s
focus on academic rigor, combined with real world, relevant curriculum, provides students with experiential
learning and critical thinking skills needed to solve the challenges facing today’s fast-changing economy. Ted
Rogers School of Management is home to six schools of management, 12 cutting-edge research centres and
institutes and offers three innovative graduate degrees, including two MBA degrees and one research-focused
master’s degree. Ted Rogers School of Management is AACSB accredited, and has nearly 10,000 students
and 200 faculty and staff from around the world. Its’ students, faculty and alumni are connected with business
and community leaders to fuel Toronto and the world’s economic growth, prosperity and creative talent.
For more information, visit www.ryerson.ca/tedrogersschool
Short boilerplate
Ted Rogers School of Management at Ryerson University is Canada’s preeminent
entrepreneurial-focused business management school that is shaping the next generation
of global innovators and leaders with a combination of experiential and theoretical learning.
Ted Rogers School of Management is AACSB accredited and home to six schools of
management, 12 research centres and institutes, offers two MBA degrees and one
research focused master’s degree.
17
General Usage
Do not use or refer to the “business” program or “business” students in any internal or
external communications. Wherever the word ‘business’ was previously used to describe a
student or program, at Ryerson please now use ‘management’ program or ‘management’ student.
When referring to a group of students from various bachelor’s or graduate programs
at the Ted Rogers School of Management, please describe students as, “Ted Rogers School
of Management students” rather than naming each school of all students.
If discussing a student of a specific TRSM school, please use, “Ted Rogers School of Information
Technology Management student” in your first use. For Health Services Management and School of
Accounting and Finance, you need only reference the specific school, not TRSM. For further uses of
TRSM school students you can shorten the reference to “Information Technology Management student”
or “ITM student”.
18
Advice or approvals
These standards have been developed for use as a resource by anyone responsible for the
creation or implementation of communication materials. During that process, you are responsible
for managing the brandmark and graphic standards effectively.
We are happy to answer any questions you might have about:
• Incorporating the Ted Rogers School of Management brandmark into your design
• Ensuring your school or department name appears correctly
• The appropriateness of selected photos or images
• Proper reproduction and colour management
• Name usage guidelines for copy (text) within communications and marketing materials
If you have any questions regarding Ted Rogers School of Management name usage guidelines for copy
within marketing and communications materials, please contact:
Kate Marshall
Director of Marketing and Communications
Office of the Dean
Ted Rogers School of Management - Ryerson University
e: kate.marshall@ryerson.ca t: 416-979-5000 ext. 6569
Should additional design information or interpretation be needed, please contact
Richard English, Design Services Manager at 416-979-5000 ext. 6917.
For final project approval of printed materials and electronic design, please forward
materials to renglish@ryerson.ca.
This manual and any addenda are available on the web:
www.ryerson.ca/tedrogersschool/brandguide
19
ADDREss: 575 bay street
(enter at 55 dundas street west)
mailing address: 350 victoria street
TORONTO, ON, CANADA M5B 2k3
Tel: 416 979 5169 Fax: 416 979 5294
www.ryerson.ca/tedrogersschool