Graphic Identity Standards

Aquinas CollegeGraphic standards Manual Contents

Introduction

Format

Colors

Isolation

Acceptable Variations

Unacceptable Variations

Sizes

Typography

Letterhead

Envelopes, Business Cards and Labels

Saints Logos and Stationery

College Seal

Facsimiles

Section One

introductionAbout the Identity

Aquinas College has adopted a new graphic identity that reflects the institution’s

distinguished tradition and sense of mission in this new millennium. These graphic

standards are for your use as you develop materials on behalf of the College.

By projecting a consistent and bold image of Aquinas College, the new graphic identity

will help foster awareness of, and recognition for, the College. To be effective, these

graphic tools must be used correctly and consistently. This manual sets forth standards

for the College’s community of users. Close adherence to these standards will best

ensure consistency and facilitate smooth project development.

All requests for copies of the logo – available in a variety of formats – as well as

approvals for usage should be routed through the College Relations Department. If

you require further direction on usage of the College’s graphic elements in production

of your materials, please contact the office at 616 632-2844 or on the Web at:

www.aquinas.edu/collegerelations/logos

Section One

Graphic StandardsMain Nameplate

This is the main nameplate also known

as the “leaf logo.” It is available in

two-color and one-color (black). This

version always prints with the tagline

“Makes all the difference in the world.”

Section One

Graphic StandardsNameplate and Circle Icon

There are four versions of the

Aquinas College logo. All versions are

available in two-color and one-color

(black). The Circle AQ is available in

Maroon (188), Sage (5773) or Leaf/Sage

(5773) backgrounds.

Section One

Stacked orientation

Circular AQ Icon

Horizontal orientation

Horizontal “No Leaf” orientation with tagline

Horizontal “Leaf” orientation with tagline

Circular Leaf AQ Icon

Circular AQ Icon

Graphic StandardsUse of Color

Aquinas College has a color palette that can be applied throughout marketing

programs. The palette includes the school colors, but also features a range of

complementary colors intended to convey a richer sense of style and personality

and help differentiate Aquinas College from competitors.

The color palette is divided into main, second-level and third-level colors (see next

page). The logo uses the two colors shown in the second-level color palette. The

second- and third-level colors are available to add depth to a publication – in

headlines, captions, and sidebars. Notice that the style of Aquinas College is

rich with color.

All colors are based on the spot-color versions of the Pantone® Matching System (PMS).

Section One

Graphic StandardsSpot and Process Color

Section One

Main Colors

PMS 188

PMS 188

White

PMS 5773

Second-level Colors

Third-level Colors

PMS125

PMS3165

PMS343

PMS453

PMS467

PMS5265

PMS575

PMS576

PMS5793

PMS5825

PMS724

PMSWarm Gray

#10

PMS718

PMS 188 28%C / 90%M / 68%Y / 38%K

PMS 5773 40%C / 27%M / 56%Y / 14%K

Process Colors

Graphic StandardsColor Options

Several variations of the logo may be

used for different printing situations.

Two-Color: When possible, use the

spot-color version. This version includes

two Pantone® Matching System colors:

PMS 188 (maroon) and PMS 5773

(sage green).

Process Color: When printing materials

in four-color process, use the segmented

four process colors (cyan, magenta,

yellow and black).

One-Color: When the method of

reproduction does not allow for a second

color, use the one-color version, printed

with black ink.

Reverse: The logo may be reversed out

of a colored background only in special

situations, which must be approved by

the College Relations Department.

Section One

Reverse version

One-color version

Two-color and process-color version

Graphic StandardsIsolation

To prevent a cluttered look, maintain

a comfortable white space around the

general logo and “AQ”-styled logos equal

to the size of the capital “A” in Aquinas

(left). No graphic element – type, rule,

line, art – should be allowed

within this area.

White space around Circular AQ Icon

should be approximately equal to the

“circle” diameter.

Section One

Graphic StandardsAcceptable Variations

The main logo or nameplate is shown

here both with the leaf motif and

without. Both of these versions have the

tagline “Makes all the difference in the

world.” While the horizontal orientation

with tagline (without the “leaf”) is an

acceptable variation, the “horizontal leaf”

orientation should always be accompanied

with the tagline. The main logo can also

be used sometimes on one line and

stacked. The stacked version does not

use the tagline.

The Circle AQ is used without the

“Aquinas College” line.

Section One

Stacked orientation

Circular AQ Icon

Horizontal orientation

Horizontal ”No Leaf” orientation with tagline

Horizontal ”Leaf” orientation with tagline

Graphic StandardsUnacceptable Variations

Some unacceptable variations are

shown here. If you have questions about

usage in circumstances not shown here,

please contact the College Relations

Department for assistance.

Section One

COLLEGE AQUINAS COLLEGE

AQUINAS COLLEGE

The tagline must always be used when the “leaf” is used

The tagline must always appear beneath “Aquinas College”

“Aquinas College” should always appear as designed

Never condense the logo

Check with College Relations Department for appropriate background colors and patterns

Never use the “Circle Icon” with anycopy including “Aquinas College”

Graphic StandardsSizes for Nameplate and Circle Icon

Horizontal Orientation: This logo

can be used as small as about two inches

(2”) wide. For larger applications such as

signage and banners, ask the College

Relations Department for guidelines.

Stacked Orientation: This version

can print as small as one-point-five (1.5”)

inches in width.

Circle AQ Icon: This version can print

as small as seventy-five hundredths (.75”)

inches from top to bottom and left to

right (not including the tail).

Section One

Graphic StandardsTypography for Publications

Aquinas College branding will be

greatly enhanced by using its logo

type style within publications. For that

reason, Berling Roman has been chosen

as the standard (text) copy type for

publications. If Berling is unavailable,

Times New Roman is the suggested

replacement. Captions, headings, sidebars

and highlighted materials may use

supporting faces: Berling Italic or Frutiger

Black. For accent, the typeface Frutiger,

both black and bold may also be used.

Certain times, headline copy can be

typeset in Trajan. The limitation with

Trajan is that it is a cap-only

font (no lowercase).

Note: Fonts can be purchased from

many sources. To assure an exact

match, coordinate all graphic

communications through the

College Relations Department.

Section One

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

Berling Roman

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

Frutiger Black

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

Trajan

StationeryIntroduction

More than any other medium, written correspondence represents Aquinas College to

prospective students, donors, parents, alumni, faculty and staff candidates, educational

colleagues, businesses, community leaders and friends. So that our letters will leave

a positive impression, the graphic identity program includes a system for letterhead,

envelopes, cards, labels, certificates, forms and brochures.

To assure high standards of print quality and fair pricing, the College maintains

standard contracts with printers for the production of stationery materials.

All stationery materials are available through the College Bookstore.

Section Two

stationeryLetterhead and Second Sheet

The graphic identity program includes

one approved design for faculty and

administration letterhead with address

for use by all departments of the College.

A second sheet, used for multipage

documents, is blank. It is 8.5 inches x 11

inches and prints in two colors: PMS

188 and PMS 5773. The letterhead and

second sheet print on Strathmore

Writing, Soft Green, 24 lb. text. Logo at

top is about three (3) inches wide. Fonts

(printed on bottom of the letterhead) are

9 point Berling Roman and Italic.

Letterhead is available through the

College Bookstore.

Section Two

1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-8900 www.aquinas.edu

stationeryLetterhead Formatting

Correct locations of typed elements in a typical letter is shown on the following page.

The left margin should be one inch from the left edge of the page and the line length

should allow for a one-inch right margin. The date line should begin two-point-five

inches (2.25”) from the top edge of the paper and maintain one-inch margins on the

left and right. On second pages, the typist should begin one-point-five inches (1.5”)

from the top edge of the paper and maintain one-inch margins on the left and right.

Blank sheets of the same Strathmore Writing should be used for subsequent pages.

Correspondence should be typed in Times New Roman. Font size should be no

smaller than 11 points. See example on the following page.

Things to remember (quick list):

• Times New Roman

• 11-point font

• Left/right margins equal one inch (1”)

• Date from top two-point-two-five inches (2.25”)

• Subsequent pages from top: one-point-five inches (1.5”)

Section Two

Office of the President

1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 459-8281 www.aquinas.edu

May 5, 2004

Addressee’s NameAddressee’s TitleName of OrganizationStreet AddressAnywhere, USA 12345-1234

Dear Addressee:

This is a sample of the approved typing format for 81⁄2 x 11 inches Aquinas College letterhead. The letterhead has been designed to accommodate this format. Consistent use of the format will create a consistent and distinctive appearance for Aquinas College correspondence.

The left margin is one inch from the left edge of the paper. Line length should allow for a one inch right margin. The date should be two-point-two-five inches (2.25”) from the top edgeof the first page. This vertical spacing may be adjusted to compensate for shorter letters.

One space is allowed between the date or inside address and the salutation. Three spaces areallowed between the closing and the typed signature and title to allow for written signature. The body of the letter is single-spaced with an additional space between paragraphs and noindentation. Throughout, typing is flush left, ragged right. The recommended font is Times NewRoman and text should be 11 points.

Our objective is a clean and professional look for letters from Aquinas College – consistent withthe image the College wishes to project.

Sincerely,

Sender’s NameSender’s TitleSender’s Department or Office

stationeryBusiness Cards

The graphic identity program includes an

approved business card design to be used

by all departments and divisions of the

College. The business card prints in two

colors: PMS 188 and PMS 5773 on

Strathmore Writing, Soft Green, 88 lb.

Cover. Fonts are eight point Berling

Roman and Italic. Business cards may be

ordered through the College Relations

Department.

Section Two

1607 Robinson Road, S.E.

Grand Rapids, MI 49506-1799

(800) 678-9593 (616) 732-4460

John DoeTitle

name@aquinas.edu www.aquinas.edu

#10 Envelopes

The graphic identity program includes

one approved #10 envelope design for

use by all departments and divisions of

the College. The #10 envelope prints in

two colors: PMS 188 and PMS 5773

on Strathmore Writing, Soft Green,

Square Flap #10. Logo is two-point-one-

four- five inches (2.145”) wide. Fonts are

eight point Berling Roman and Italic.

Envelopes are available through the

College Bookstore.

Section TwoStationery

Department

1607 Robinson Road, S.E.

Grand Rapids, MI 49506-1799

StationeryLarge Envelopes and Labels

The graphic identity program includes an

approved label and 9 x 12 inch envelope

design. Envelopes and mailing label print

in two colors: PMS 188 and PMS 5773

on Bright White Envelope and Label

Stock. Fonts are eight point Berling

Roman and Italic. Envelope are available

through the College Bookstore.

Section Two

1607 Robinson Road, S.E.

Grand Rapids, MI 49506-1799

www.aquinas.edu

1607 Robinson Road, S.E.

Grand Rapids, MI 49506-1799

www.aquinas.edu

Alternate LogosSaints Sports Logos

This is the official sports logo for use in

all athletic applications. The logo is

available in the “Nelson”, “AQ”, and

“Type” versions. The Saints logo can print

as small as one inch (1”) from left to right.

Section Three

“Nelson” Saints Logo

“AQ” Saints Logo

“Type” Saints Logo

Alternative lOgosSaints Letterhead and Envelope

The Saints Athletic Department

letterhead is two colors on 24lb.

Bright White Smooth Writing stock.

Inks are PMS 188 and Black. Logo is

two-point-three inches (2.3”) wide.

Font size at bottom of page is

9 point Berling Roman (use same

formatting for “Aquinas College”

letterhead).

#10 Envelope prints same

two colors on matching

bright white stock.

Section Three

1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-2474 www.aquinas.edu/athletics/

Athletics Department

Athletics Department

Aquinas College

1607 Robinson Road, S.E.

Grand Rapids, MI 49506-1799

www.aquinas.edu/athletics/

Alternate LogosCollege Seal

Aquinas College Seal. Used on official

documents. Prints in one color (black

or PMS 188). Contact the College

Relations Department for guidelines

on usage.

Section Three

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Alternate FormsFacsimiles

The graphic identity program has two options for fax cover pages. The option

shown here is a general use master page that may be copied. In this case, pertinent

information such as the addressee’s name, e-mail, fax number, the number of pages

and any notes would be handwritten. This master page is available from the

College Relations Department.

The second option is to type this information on a sheet of approved letterhead.

The formatting of a fax cover page should follow the same guidelines as that of a

letterhead. The words “Facsimile Cover Sheet” should be typed first at two-point-

two-five inches (2.25”) from the top edge of the page. Allow three spaces, then

type the addressee line, followed by the addressee’s facsimile number, the sender’s

name, the sender’s fax number and phone, the date and the number of pages. These

lines should be double-spaced. If there is any message, allow three spaces, then type

the note. A computer template that may be printed on white paper is available

from the College Relations Department.

The College’s official typeface for letter formatting is Times New Roman.

Section Four

FAXTo:

Name:

Company:

Phone:

Fax:

Message:

Aquinas College 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 www.aquinas.edu

From:

Name:

Phone:

Fax:

Pages (including cover):

Urgent For Review Only Response Requested