your guide to the fear the turtle brand campaign

contents

2 intro

3 color

4 typography

5 graphic elements

6 ftt shell

7 ftt Wordmark

8 combining ftt and university styles

9 combining ftt and college /school Wordmarks

10 photography

11 ftt online

12 incorrect usage

13 more info and how to download

2

hey, communicators

Think “Fear the Turtle” is just the University of Maryland’s rallying cry? Ha. It’s also the backbone of the university’s marketing campaign, which is all about pumping out big messages in lively and creative ways. (See Messaging Themes and Priorities Guide for more information.)

The campaign’s visual identity has two primary elements: a shell and a wordmark. Their design matches the tone of the campaign and of Terps themselves. That means bold, direct, smart and fun.

The Fear the Turtle (FTT) style compliments the university’s visual identity—the classic globe and logo— in your marketing communications materials. This guide will show you how to incorporate FTT style into the university style.

Our units’ and the university’s messages are a lot more powerful when we all speak with one voice and share the same look. Unity. Consistency. They’re the guitar and amp of effective promotion.

Now scamper off to work.

3

colorThe FTT shell icon and the Fear the Turtle wordmark come in three flavors: red, black and white (when used against a red or black background or over an image).

Be bold. Don’t use tints or screens of these colors.*

* 75% Black is acceptable.

With our unique internships, field research, alternative breaks and study abroad programs, the University of Maryland provides amazing opportunities outside the classroom. THERE’S A WORLD OF LEARNING OUT THERE.

WHEN THE WORLD IS YOUR CAMPUS,

WHY LIMIT YOURSELF TO JUST THE CLASSROOM?

LEARNING BEYOND THE CLASSROOM / WWW.UMD.EDU

WRITE YOUR OWN AD! Got a great idea for promoting the University of Maryland? Visit www.FearTheTurtle.umd.edu and submit your idea. Win prizes including an iPod and a chance to see your ad in print.

Pantone: Process Black CMYK: 0/0/0/100 RGB: 0/0/0

Pantone 186 CMYK: 0/91/76/6 RGB: 224/58/62

bus shelter ad

4

typographyFTT style uses two versions of one font: Interstate.*

Interstate Regular for smaller copy

interstate bold in headlines, subheads and wordmark

Headlines and subheads should be set in all caps at large sizes: at least 24 points. To avoid capitaliza-tion overload (and the suggestion you’re yelling until you’re hoarse): We recommend upper- and lower-case letters for longer copy.

The exception is with the FEAR THE TURTLE wordmark. It just looks awesome in caps. Always set it in Interstate Bold.

recommended type sizes for headlines, subheads, titles, body copy, etc.

* Interstate is available for purchase online at www.MyFonts.com/fonts/fontbureau/interstate.

google /crash bandicoot /Kermit the frog /our students go on to create some unusual names for themselves.

Right now we’re inspiring the next generation of entrepreneurs. Heard of Goozex, Zymetic or Geocentric? You will.

entrepreneurship / WWW.umd.edu

HEAD

36pt / 36pt leading

SUBHEAD

12pt / 15pt leading

BODY COPY

9pt / 12pt leading

WEBSITE

8pt / 10pt leading

[a]

[a]

[b]

[c]

[d]

[b]

[c]

[d]

5

the ftt shellIt’s the crown jewel of the Fear the Turtle identity. Be nice to the shell. Don’t stretch it or distort it or shrink it to the size of a smudge.

Keep the height and width proportions intact, and use no smaller than 1/2–inch high to ensure the lines between the scales are clear. For the Web, do not scale down past 50 pixels in height.

It can be used alone or with FTT wordmark (see page 7). The shell makes for great artwork when used by itself.

1/2"

graphic elements

Can be one of three colors (see page 4)

visitor guide cover

U N I V E R S I T Y O F M A R Y L A N D

VISITOR GUIDE2011–12

www.UMD.EDU

page from admissions vieWbooK

luggage tag

This luggage belongs to:

Address:

Phone:

Email:

admissions road piece bacK cover

Earn

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and

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rtles

. It’s

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aina

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This brochure is printed on Cougar Opaque paper, certified by

SmartWood to FSC standards. It contains 10 percent post-consumer

recycled fiber. During the production of this brochure we: saved 16

mature trees, saved 11.43 million BTUs of total energy, saved 6,855

gallons of water and wastewater flow and reduced the generation of

solid waste by 758 pounds.

Environmental impact estimates were made using the Environmental

Defense Paper Calculator.

6

the ftt WordmarKFEAR THE TURTLE is set in Interstate Bold (see page 4) to make a consistent mark. It can function as a tagline for the university, but should never replace the university logo. In other words, it can appear alone, paired with the shell or paired with the university logo.

When the words FEAR THE TURTLE are used in a headline, there’s no need to repeat it with the wordmark. (See billboard example below.)

The wordmark works well small as a tagline added to the bottom of your design.

Using a PDF or EPS file, the wordmark can be scaled to any size. JPG or PNG files cannot be scaled. When used alone, the horizontal wordmark should not be scaled down past 1/8 inch in height, and the vertical wordmark should not be scaled down past 1/4 inch in height.

1/8"

1/4"

graphic elements

Horizontal Format

Horizontal Format

Vertical Format

comcast center sign

shuttle-um Wrap banner

billboard

HEY, IMPOSSIBLEFEAR THE TURTLEEMBRACING CHALLENGES / WWW.UMD.EDU

7

graphic elements

combining the shell and ftt WordmarKYou’ve got your peanut butter. You’ve got your jelly. Now you want to make a tasty sandwich, not a mess.

Use the combined mark when it is featured artwork (on a T-shirt, poster or other promotional item) or as used as a tagline.

If using a PDF or EPS file, the shell and FTT can be scaled to any size. The horizontal The horizontal shell and FTT should not be scaled down past 1/2 inch in height, and the vertical shell and FTT should not be scaled down past 1 inch in height. For the Web, do not scale down past 65 pixels in height.

Choose the format of logo that best fits the space in which you’re using it. When the space is longer than it is tall, use the hori-zontal format; when the space is taller than it is wide, use the vertical format.

Maintain at least 1/2 inch of white space between the shell and FTT and the edges of the space in which it exists.

horizontal format

vertical format

vertical format on poster

1/2"

1"

WWW.UMD.EDU

t-shirt With vertical t-shirt With horizontalFRONT — Science

FRONT — STAFF BACK — STAFF

FRONT — STUDENTS BACK — STUDENTS

BACK — ScienceFRONT — Science

FRONT — STAFF BACK — STAFF

FRONT — STUDENTS BACK — STUDENTS

BACK — Science

8

graphic elements

combining ftt and university stylesFTT? Meet university style. University style? Meet FTT. See, they can be friends.

The university’s wordmark has been adapted to fit the design of Fear the Turtle and should be used for all FTT-driven materi-als. (For all other university materials not focused on FTT, use the standard wordmark as shown in the Visual Identity Guide.)

You can pair the FTT wordmark and the full university logo or the FTT wordmark and informal globe. Just keep the globe and shell away from each other. They have a budding rivalry.

the box should not get smaller than 1/2" in height for risK of the letters inside disappearing.

Suggested grouping of FTT wordmark and university wordmark:

ad for Jim henson’s birthday

OSCAR-NOMINATED FILM DIRECTOR / EMMY-WINNING TV PRODUCER / MASTER MUPPETEERJIM HENSON ’60 TOOK HIS FIRST PUPPETRY CLASS AT MARYLAND, LAUNCHED HIS FIRST TV SHOW WHILE A STUDENT AND WENT ON TO CREATIVE GREATNESS. LET’S GIVE THE GUY A HAND.

CELEBRATE HENSON’S LEGACY WITH KERMIT-THEMED TREATS AND A ROUND OF “HAPPY BIRTHDAY” TO MARK WHAT WOULD HAVE BEEN HENSON’S 75TH. SNAG A FREE POSTER, TOO.

1-2 P.M. SEPT. 23 HENSON SCULPTURE OUTSIDE THE STAMP

THIS MESSAGE WAS BROUGHT TO YOU BY THE LETTERS U, M AND D AND THE NUMBER 75.

1/2"

x

x

x

x

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Join us on Saturday, April 30 for our 13th annual Maryland Day, a family-friendly

event with 400 interactive exhibits, workshops and live performances. Discover all

that Maryland has to offer and see how our faculty, staff and students are creating

big ideas that are addressing some of our nation’s most important issues.

SATURDAYAPRIL 3010 a.m. to 4 p.m.Rain or Shine / Admission and Parking are Free

www.marylandday.umd.edu

MARYLANDE X P LO R E O U R WO R L D !

maryland day poster

the space betWeen is equal to the height of the horizontal ftt WordmarK.

the space betWeen is equal to the height of the horizontal ftt WordmarK.

9

graphic elements

combining ftt and college/school WordmarKsUse only the horizontal FTT wordmark (no shell) centered under the logo of your college or school. Scale the wordmark to match the width of the largest line of the title.

student profile neWspaper ad

Anna’s taking her passion for farming whole hog at Maryland, double-majoring in animal science and agricultural science and technology. She’s birthed calves and pigs at the state fair and visits farms and dairy processing plants with the Block and Bridle Club. This summer, she’ll combine a trip with a campus church group to Botswana with a plant science internship. A classroom-only education? Get out of here.

ANNA MCGUCKEN DULANEY HIGH SCHOOL ’08

WWW.UMD.EDU / ADMISSIONS

GROWING EXPERIENCES

the space betWeen lines is equal to the height of the horizon-tal ftt WordmarK.

the space betWeen lines is equal to the height of the horizon-tal ftt WordmarK.

x

x

x

x

ensp brochure cover

10

photographyPhotos featured in FTT materials are sassy, snazzy portraits of students, faculty, staff and alumni, all shot by the university photographer against a white back-ground. They are typically used in black and white, to stick to the color palette of the marketing campaign, but in some cases, color photos work well. Images emphasize the personality and uniqueness of the individual. Smiling, active poses are best.

HEY, IMPOSSIBLEFEAR THE TURTLEWe take the status quo, crumple it into a ball and throw it in the trash. We embrace challenges. We take what is undoable and do it. If a problem seems too big to overcome, we’re already working on the solution. That’s what it means to be a Terrapin.

WWW.UMD.EDU

washington post ad

admissions vieWbooK cover ftt homepage

THE MIGHTY SOUND OF MARYLAND MAKING AN ENTRANCE / A MEGA-SCREEN OUTSIDE RIGGS SHOWING COLLEGE FOOTBALL / PULLED PORK / BURGERS / BACON CHEESE FRIES / FROSTY BEVERAGES / INFLATABLES / KIDS' GAMES AND FACE PAINTING / CHEERLEADERS / MARYLAND ATHLETES SIGNING AUTOGRAPHS / A DEEJAY / THE BACKYARD BASH, FEATURING THE WINNER OF THE ONLINE BATTLE OF THE BANDS / SOME DARN GOOD FOOTBALL

GET YOUR GAME ON AT HOMECOMING OCT. 15MARYLAND TERRAPINS VS. CLEMSON TIGERS /THE PARTY STARTS THREE HOURS BEFORE KICKOFF

ad for terp magazine

11

ftt online

terpvision Website

umd facebooK page

umd home page

washington post online ad

12

incorrect usageThe correct artwork is available at trademarKs.umd.edu/ftt. Don’t redraw, reproportion, embellish or modify them. Ever.

don’t change colors

don’t replace the shell With any other image.

don’t mix and match shell and ftt WordmarK With the umd logo

don’t sKeW or distort

don’t change position of the elements

don’t crop off pieces

don’t blur or distort

don’t change the font

don’t flip the shell on its side

don’t use shell as bullet points

Reason #1

Reason #2

Reason #3

13

for more ftt infoIf you have any questions about the visual identity of the FTT brand campaign, call the Office of University Creative at:

301.405.4615

doWnload files here: trademarKs.umd.edu/ftt