Campaign Emory Brand Guidelines

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Brand Guidelines

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CAMPAIGN EMORY BRAND GUIDELINESwww.campaign.emory.edu

Contents

GRAPHIC STANDARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

FAQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

OFFICIAL LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Logo usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Use of logo with school / unit names . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Incorrect usage of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Color and space requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Using the logo on photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

COLORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

GRAPHICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

CASE STATEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

INVITATION TEMPLATE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

STATIONERY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

WEB BRANDING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

CONTACT INFORMATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

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The visual identity of Campaign Emory is created through the consistent

use of graphic elements, including logo, typography, imagery, and color

palette. By preserving a professional and recognizable look for Campaign

Emory, we are protecting the Emory name and reinforcing the quality of

Emory as an institution to all audiences. The existence of these guide-

lines does not mean that materials must look exactly alike. However, the

standards call for materials to demonstrate a family resemblance so it is

clear they are from the same institution. This will cause the audience to

associate all campaign-branded materials with Campaign Emory.

The guidelines that follow apply to the campaign logo, typeface, graph-

ics, and color usage associated with the Campaign Emory brand. They

represent a cohesive standards system that unifies the Campaign Emory

identity while still allowing for graphic distinction among the various

schools, units, and major programs.

Graphic Standards

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Q: Why are brand guidelines necessary?A: Campaign Emory will raise funds for all entities of Emory including all schools and units, health care, and a variety of other programs and activities. Given this diversity, it is necessary to establish the campaign’s identity under one unified set of standards. Guidelines are necessary to maintain a consistent, high-quality look and feel throughout all campaign materials. This will ensure all campaign materials are recognizable as a unit.

Q: May I create an official Campaign Emory wordmark by adding the name of my school or unit next to the Campaign Emory logo?A: No. The approved Campaign Emory logo has been carefully and uniquely designed by identity special-ists and must be accessed by downloading the graphics file from www.campaign.emory.edu. The same is true of the identity signatures, including unit names: All have been crafted carefully and are to be used only as complete and unalterable graphics files. You may need the advice and assistance of a graphic designer to use these files properly.

Q: Can I get my own custom logo?A: No. There is only one version of the Campaign Emory logo.

Q: How do I get the logo?A: The logo is available in a variety of file formats (EPS, PDF, JPG, PNG). You can download all formats from the Campaign Emory website www.campaign.emory.edu.

Q: How do I open the logo file?A: The .eps file format is often preferred by vendors and is generally used in higher-end desktop publishing programs and Adobe Illustrator. This format also has the advantage of being “resolution independent”. That is, you can make it as big or as small as you wish without losing sharpness. However, you may not be able to open the .eps file directly on your computer without specific software. You can import the .eps into other layout programs even if you do not have Adobe Illustrator.

Q: Who do I call if I have a problem or question?A: Heather Putnam, Senior Designer, Development Communications404.727.5369 | [email protected]

FAQ

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The logo is designed as a single unit of identification for Campaign Emory. It depicts the marble seen across Emory’s campus and uses the shield shape from the Emory logo. The design of the logo has been considered carefully and should not be altered or rearranged.

TYPEFACEThe text in the logo was derived from Goudy. It is not permis-sible to try to reproduce the logo by typing out the words in Goudy. This typeface should remain the logo’s own and not be used elsewhere in a publication or on a website.

Emory’s official text typeface is Sabon (available from www.adobe.com). Good sans serif choices to use in conjunction with the logo are News Gothic, Avenir, Univers or MyriadPro.

COLORSThe Campaign Emory logo should be printed in 4-color process at all times. There is a grayscale version only to be used for one color jobs. The one color must be black.

OTHER MEDIUMSThe logo also may be embossed or foil stamped. If you have questions or a particular request, please contact Renata Janssen-Decker, marketing specialist for Development Communications, at 404.727.1929 or [email protected].

Official Logo

PLACEMENTThe campaign logo should be used in conjunction with the school / unit logos. On campaign materials, the campaign must always be in the most prominent position. The school / unit logo should not be directly adjacent to the campaign logo, but should be in a second-ary position of prominence such as the inside front cover and the back cover of the publication.

On a one-page campaign related document where both logos must be displayed, the campaign logo should be somewhat larger and at the top. The school / unit logo should be placed near the bottom of the document and should be somewhat smaller than the cam-paign logo.

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APPROVAL OF LOGO USAGEThe campaign logo may be used in all letters and publications for alumni relations, development, and fund-raising as well as in electronic communications including the website of a school, college, or other unit. A PDF or hard copy of every publication and electronic communication that includes the campaign logo MUST be submitted to Jason Peevy in Development Communications before being printed or published.

The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website: www.campaign.emory.edu.

USING THE CAMPAIGN LOGO IN CONJUNCTION WITH A SCHOOL / UNIT LOGOThe campaign logo should be used in conjunction with the school / unit logos. On campaign materials, the campaign must always be in the most prominent position. The school / unit logo should not be directly adjacent to the campaign logo, but should be in a secondary position of prominence such as the inside front cover and the back cover of the publication.

On a one-page campaign related document where both logos must be displayed, the campaign logo should be somewhat larger and at the top. The school / unit logo should be placed near the bottom of the docu-ment and should be somewhat smaller than the campaign logo.

HOW TO GET THE LOGO IN DIGITAL FORMThe logo is available in a variety of file formats (EPS, PDF, JPG, PNG). The .eps file format is often pre-ferred by vendors and is generally used in higher-end desktop publishing programs and Adobe Illustrator. This format also has the advantage of being “resolution independent”. That is, you can make it as big or as small as you wish without losing sharpness. However, you may not be able to open the .eps file directly on your computer without specific software.

The .png format works well in the various Microsoft Office applications. The .pdf is a good format to send to others due to the ubiquity of the Adobe Acrobat Reader program and is technically similar to the .eps format. The .jpg can be used in web applications, though professional web developers should prefer to create specific sizes and resolutions from one of the other formats. The .jpg should not be used in physical sizes larger than a few inches across.

All logo files can be downloaded from the campaign website www.campaign.emory.edu.

Logo Usage

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The logo may be included with the name of your college, school, or other unit (see example below) but should be designed by Development Communications. Requests can be made by contacting Jason Peevy, executive director of Development Communications, at 404.727.7181 or [email protected].

Use of Logo with School / Unit Names

Michael C. Carlos Museum

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The logo should not be altered in any way, such as stretching, altering size relationships, editing the mar-ble, changing the colors, or attach-ing other words or graphics. The graphics on this page are examples of incorrect usage and alterations of the Campaign Emory logo.

Incorrect Usage of the Logo

Do not stretch or compress the logo.

Do not alter the shapes in the logo.Do not place the logo inside a box.

Do not change the colors. Do not attach other text or graphics.Do not alter or remove the marble image on the inside of the mark.

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The logo should be reproduced in 4-color process whenever possible. When not printing in 4-color pro-cess, the logo may be reproduced in grayscale. The grayscale version is should only be used for materials printed in one or two colors or for internal documents (forms, memos, etc). One of the colors must always be black. Note that the Campaign Emory text is white in the grayscale version. Do not create your own grayscale version of the cam-paign logo. All logo files can be downloaded from the campaign website www.campaign.emory.edu.

All materials using the campaign logo must be shown in draft form early in the design process to Development Communications for approval of logo usage. Please send a pdf of the design to Jason Peevy, [email protected].

CLEAR SPACEREQUIREMENTSIn order for the logo to have its desired impact and strength, a min-imum of clear space should sur-round it. Other graphic elements should not invade this space. The minimum space is a set measure-ment determined in each signature and is defined as X. The X will change proportionally as the mark increases and decreases in size.

Color and Space Requirements

X *

X

X

* this height is the measurement of minimum clear space that should always surround the campaign logo.

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It is not recommended to use the campaign logo on top of pho-tography. If use with a photo-graph is absolutely necessary, the logo must be placed on a light- colored homogenous area of sufficient contrast. The examples shown to the right illustrate correct and incorrect usage of the logo on photography.

Using the Logo on Photography

Legible

Insufficient contrast. The black border of the logo must be distinct.

Insufficient contrast. The image behind the logo must provide

sufficient contrast

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A consistent color scheme helps make Campaign Emory’s commu-nications instantly recognizable. The colors at right are the primary colors of the campaign. Please use them on any materials related to the campaign. These colors have been chosen to complement the Campaign Emory logo and marble graphic theme.

Emory blue should also be used on campaign printed materials and websites to visually reinforce the connection to the university.

Colors

Color PMS Process Web C/M/Y/K

BLACK 0/0/0/100 000000

LIGHT GOLD 0/4/44/0 F1DE9B

DARK RED 173 0/80/94/1 964A1D

WARM GRAY 40/20/37/7 757368

TAN 5/4/15/0 EBE8D7

DARK BLUE 294 100/72/0/40 00295E

EMORY BLUE 280 100/67/0/23 000066

EMORY GOLD 131 3/36/100/6 CC9900

CAMPAIGN COLORS AND EQUIVALENTS

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Campaign Emory uses the marble (top right) seen across campus as a unifying motif throughout all campaign materials. A screened version of the marble image (mid-dle right) is also used as a subtle way to further brand the campaign. In conjunction with the image of the marble, Development Com-munications has created a graphic interpretation of the marble using a light tan background with rules outlining the graphic pattern of the marble (bottom right). Examples of usage of these motifs can be seen on the following pages.

These images are available for down-load on ACE. Please contact Renata Janssen-Decker at 404.727.1929 or [email protected] with questions regarding downloading.

Graphics

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Case Statements

Each school and unit at Emory has its own case statement. Below are a few pages from a case statement showing how all branding elements of the campaign come together in one piece.

EMORY COLLEGEO F A R T S A N D S C I E N C E S

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C O U R A G E T O

CONNECT

■ Creating Community and Engaging Society

diversity is a hallmark of emory college of arts and sciences, a community that begins in Atlanta and extends as far as New Zealand, Romania, and

Ghana, just three of the 40 countries Emory College students call home. More than

half of incoming freshmen are minority or international students, and the college’s

Institute for Comparative and International Studies works to promote understand-

ing of cultural and social diversity.

In her work to increase understanding among

diverse cultures in southern Florida, Renelda

Mack holds fast to the revolutionary

idea that people can change. As chief of the

civil rights unit in Florida’s state attorney’s

offi ce, she devises creative, life-changing

sentences for young people convicted of

hate-motivated crimes: They might visit a U.S.

Holocaust Museum exhibit on Nazi persecu-

tion of homosexuals, hear a talk by Mexico’s

director of cultural affairs, or meet a famous

photographer who documented the U.S. civil

rights movement.

Her fi rst goal is to prevent crime, but

ultimately she hopes to change hearts and

minds, bring people together, and create strong

communities. The founder of Emory’s fi rst

Alumni Community Service Day, which has

grown into an international volunteer

program called Emory Cares, Mack credits

Emory College with enhancing her sensitivity

to the lives of others. Through Emory Cares,

Mack and other alumni from Savannah to

Seoul have created community gardens, built

homes for hurricane victims, and provided

food to families in need.

Your support will strengthen the community

and advance the college’s leadership in diversity.Tibetan Monks are studying science through the Emory-Tibet Science Initiative.

Renelda Mack 83C >

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Development Communications has designed an invitation template to be used for events associated with the campaign. Please contact Renata Janssen-Decker at 404.727.1929 or [email protected] if you need to use the template for an event you are planning.

Invitation Template

C A M P A I G N

Name of Host HereCordially Invites You to the

Event Title Will Be On These Two Lines

Month 00, 0000, at 7pm

Location TitleAddress of Location

Reception Immediately Following

REPLY CARD ENCLOSED

C A M P A I G N

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Each school and unit will have its own campaign stationery, which includes the logo and marble and is immediately recognizable as part of Campaign Emory.

Stationery

N E L L H O D G S O N W O O D R U F F S C H O O L O F N U R S I N G

Emory University . 1520 Clifton Road, NE . Atlanta, Georgia 30322-4207 . 000.000.0000

C A M P A I G N

Emory UniversityNell Hodgson Woodruff School of Nursing1520 Clifton Road, NEAtlanta, Georgia 30322-4207

C A M P A I G N

AMY DORRILLChief Development Officer

Emory University

School of Nursing Development

1520 Clifton Road, NE

Atlanta, Georgia 30322-4207

P 404.727.1234

E [email protected]

C A M P A I G N

C A M P A I G N

notecard: 7in. x 5in.

letterhead: 8.5in. x 11in.

envelope: No. 10

business card: 3.5in. x 2in. (standard size)

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Consistent typography is an important component of an organization’s brand image and graphic identity program. The typeface Sabon was chosen for its aesthetically pleasing design and legibility. This font also offers flexibility in creating materials to be reproduced on everything from small laser- or inkjet-printed pieces to larger, professionally printed materials.

All professionally printed jobs should use Sabon. Sabon should be used as the body copy in campaign and university publications. Script fonts may be used sparingly as a graphic element in a publication. Use of script fonts should be limited and is not recommended for text. Sabon can be purchased from adobe.com. Sans serif typefaces may be used as companion faces to Sabon. These companion faces may be used for headlines, callouts, cap-tions, etc. Faces that pair nicely with Sabon are listed on the right.

The Goudy typeface, in its many configurations, was a hallmark of Emory publications for many years. Goudy is reserved for the wordmark to keep intact the University’s distinctive affiliation with this elegant typeface. Goudy should not be used on campaign or other university materials.

Typography

SERIF TYPEFACES

Sabon Roman

Sabon Bold

Sabon Italic

Sabon Bold Italic

SANS SERIF TYPEFACES

News Gothic

Avenir

Univers

MyriadPro

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Any graphics used online promoting and/or linking to the campaign website should be branded using the logo, colors, typefaces, and marble imagery of Campaign Emory. Please contact Renata Janssen-Decker at 404.727.1929 or [email protected] if you need a Campaign Emory graphic for your website.

IMPORTANT RULESDo not distort or stretch any of the Campaign Emory identity graphics (logo, marble image, marble graphic pattern, etc). Use them in their original, intended proportion.

Do not use Campaign Emory identity graphics over complicated or multicolored backgrounds. In general, a solid, contrasting color should be used from the palette of suggested Campaign Emory colors.

Do not display Campaign Emory identity graphics in poor quality, low resolution, or illegible sizes. Edges should be crisp, colors should be smooth, and the smallest letters should be easy for most people to read on a high-resolution monitor. Work with your web designer to ensure the graphics are of the highest quality.

A PDF or hard copy of every website design that includes the campaign logo MUST be submitted to Jason Peevy at Development Communications during the draft phase at the start of the design process.

The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website: www.campaign.emory.edu

Web Branding

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JASON PEEVYExecutive DirectorDevelopment [email protected]

RENATA JANSSEN-DECKERMarketing SpecialistDevelopment Communications [email protected]

RICK FIALASenior DesignerDevelopment [email protected]

HEATHER PUTNAMSenior DesignerDevelopment [email protected]

Contact Information

Documents

Campaign Emory Brand Guidelines