UNIVERSITY OF THE PHILIPPINES DILIMAN CAREER ASSISTANCE PROGRAM FOR SCIENTISTS BRAND GUIDELINES VERSION 1.0 Released October 13, 2015 Based on Demand Media Brand Guidelines (v1, released January 2013) Designed by Aiko Love B. del Rosario Founding VP for Communications and Brand Ambassador of UP CAPS 2014-2015
CONTENTS Introduction
1
Logo
3
Primary
16
Our Logo
4
Secondary
17
Design Rationale
5
Tertiary
18
Logo Variations
6
Expressions
19
Clear Space
7
Logo Sizes
8
Logo Placement
8
Logo Backgrounds
9
Monochrome Logo
10
Logo Misuse
11
Color Palette
12
Primary Colors
13
Secondary Colors
14
1
Typography
15
WELCOME TO THE UP CAPS BRAND GUIDELINES! What distinguishes our organization is our brand. Keeping the consistency of our brand will help us have a distinctive look that is identified as UP CAPS. These guidelines is created to inform you about the UP CAPS brand and how to represent it effectively. Included in this guide are the definition of the brand of the UP Career Assistance Program for Scientists, the dos and don’ts on using the UP CAPS logo, and some recommended expressions of the brand. This manual must be used as a reference in using the UP CAPS logo and brand in all forms of media. Should there be any query about using our brand, feel free to contact us.
1
WHAT WE’RE ABOUT We want students from the college of science to discover a myriad of possibilities for their future careers.
We want to break the stigma that limits our vision of the future of graduates of with a science degree. We want to help them prepare in the professional world, and help them find the next step after college.
We are the University of the Philippines Career Assistance Program for Scientists Scientists (UP CAPS), the premier career assistance program of the UP College of Science. The organization aims to provide students in the fields of basic and applied sciences with opportunities catering to their respective disciplines. We introduce possible careers and provide avenues for the students to develop and apply the necessary skills and tools in order to contribute to the advancement of science and technology in our country. We do all of these to pave the way for the success of our future Filipino Scientists.
2
LOGO
3
OUR LOGO What identifies the organization is its logo, it is the signature that is present in all of our marketing, internal, and external communications. Our logo is simple, clean, and stands out. It is composed of seven triangles in flat design. Although simple, correct usage of our logo will keep the integrity and consistency of our brand.
4
DESIGN RATIONALE The UP CAPS logo is designed during the first Midyear term of UP Diliman in 2014. The founding Vice President for Publicity and Promotions (now Communications) created the logo for the organization. The six triangles forming a hexagon represents the six institutes that houses the college of science undergraduates.
The colors violet, pink, and yellow were chosen to easilty identify the UP CAPS from other career assistance program in other colleges in UP.
The yellow triangle is placed to create a compass pointer indicating northeast, representing the vision of UP CAPS to guide the college of science undergraduates into finding career opportunities that is fit to their respective disciplines.
When the logo appears with logotype, UP CAPS,, which stands for University of the Philippines Career Assistance Program for Scientists, it must be rendered in Sansation, in all caps, 80% gray font color and centered beneath the icon.
5
LOGO VARIATIONS UP CAPS Icon
Logotype
For primary placement in all materials. Also recommended for online publishing, presentations, sponsor logo, and for printing in small materials. It may also be used for identifying branches and projects of UP CAPS (see typography)
For published or printed marketing and external materials such as poster, cards, shirts, tarpaulin or any material that does not easily identify with UP CAPS.
UP CAPS header For letterhead, headers, letters or any formal marketing material such as sponsorship proposal or invitations for org partnership.
6
CLEAR SPACE For clarity in logo placement, the clear space around the logo must be observed. The set space around the logo must be void of graphics, letters, or anything that will cause clutter.
0.09x
x 0.09x
When the UP CAPS icon is used, we prefer to add 9% of the height of the icon as space. For the logotype version, the half of S in UP CAPS type is used as space. For easier use, logo files are saved with clear space provided already.
7
MINIMUM LOGO USAGE Proper scaling and proportion of the logo must be observed. There is no set maximum size for the logo, however minimum size for the logo and its variations are set for clarity’s sake.
1.5 cm 0.8 cm
The minimum sizes (inclusive of clear space) are: 0.8cm for the CAPS icon, 1.5cm for the logotype, and 1.5cm by 4.5cm for the CAPS header.
1.5 cm
4.5 cm
LOGO PLACEMENT We avoid placing the logo in the center of a page, except for special cases such as powerpoint resentations or CAPS icon with type (see typography). As much as possible, we prefer putting the logo on the corner or enter-aligned right or left of the page (landscape or portrait).
8
LOGO BACKGROUNDS Colored Backgrounds The UP CAPS logo works best with white background. For aesthetics, one may use any color from the recommended secondary color palette (see color palette). Contrast is key to making the logo visible. It is recommended to add white stroke or outline (20px or as set in the saved file) for the CAPS icon for any background and changing the font color to white for logotype versions with dark backgrounds.
Background Images Images with sufficient contrast and uncluttered spaces may be used as logo background. The same recommended usage for light and dark backgrounds must be observed.
9
MONOCHROME LOGO The original colored version of the UP CAPS logo must be used at all times, if possible. For cases wherein there is limitations in printing, such as black and white printing, two-tone printing, or photo copy on white or colored papers, the grayscale logo can be used. For dark backgrounds, it is best to use white font color instead of gray.
Grayscale Logo Guide R102 G102 B102 C60 M51 Y51 K20 #666666
R52 G52 B52 C69 M63 Y62 K57 #343434
R201 G201 B201 C21 M16 Y17 K0 #C9C9C9 R164 G164 B164 C38 M31 Y31 K0 #A4A4A4
10
WRONG LOGO USAGE The guidelines prescribed in using the logo must be strictly followed to keep the integrity of our logo.
DON’T stretch the logo
DON’T rotate the logo
DON’T flip the logo
DON’T change the color of the logo
DON’T rearrange the icon and the logotype
DON’T use a colored logotype
Here are illustrated examples of logo misuse that should be avoided.
UP CAPS
*includes bevel and emboss, glow, drop shadow, and texture or color overlay
UP CAPS
DON’T use a different font for the logotype
DON’T change the proportions between the icon and logotype
DON’T stylize* the logo
DON’T use an obscured logo (blurred, pixelized or has low transparency)
DON’T use unapproved colors for the background
DON’T place the logo on a busy image
11
COLOR PALETTE
15
PRIMARY COLORS The color palette dictates our character. Our colors are distinct and vivid. The following colors are the primary colors used for the UP CAPS Brand. They are the colors present in the UP CAPS logo. They can be used as primary accent colors.
Light Yellow
Pink
Light Violet
Violet
R255 G226 B147 C1 M10 Y50 K0 #FFE293
R255 G73 B133 C0 M85 Y19 K0 #FF4985
R185 G20 B129 C28 M100 Y10 K0 #B91481
R101 G2 B102 C68 M100 Y26 K18 #650266
GRAYS When only printing in back and white is available, the following grayscale hues may be used. Note that the standard for the UP CAPS logotype color is 80% Gray. These hues are used for body texts in all UP CAPS paraphernalia.
White
80% Gray
Black
R255 G255 B255 C0 M0 Y0 K0 #FFFFFF
R78 G78 B78 C65 M58 Y57 K36 #4E4E4E
R0 G0 B0 C75 M68 Y67 K90 #000000
13
SECONDARY COLORS Any color from the secondary palette may be used as background or accent for external, internal, and marketing materials. Never use these colors on their own. They must be used to work with the primary palette.
Sandy Yellow
R55 G234 B193 C0 M7 Y27 K0 #FFEAC1
Pale Orange
R244 G177 B131 C2 M35 Y50 K0 #F4B183
Rose
R255 G117 B117 C0 M69 Y44 K0 #FF7575
Aqua
R173 G229 B220 C30 M0 Y17 K0 #ADE5DC
Light Green
R169 G209 B142 C36 M2 Y57 K0 #A9D18E
Teal
R3 G177 B160 C77 M4 Y46 K0 #03B1A0
Periwinkle
R204 G204 B255 C17 M17 Y0 K0 #CCCCFF
Blue
R91 G155 B213 C63 M28 Y0 K0 #5B9BD5
Dark Blue
R31 G78 B121 C95 M72 Y29 K13 #1F4E79
Pink
R252 G170 B211 C0 M42 Y0 K0 #FCAAD3
Lavender
R177 G149 B215 C31 M43 Y0 K0 #B195D7
Dark Purple
R79 G45 B109 C82 M97 Y26 K13 #4F2D6D
14
TYPOGRAPHY
15
PRIMARY TYPEFACE Our typography style inscribes the tone of our posts. Choosing the right face for our texts help us in creating clear and readable materials. We use Sansation as our primary font. It comes in bold and regular weights. It is our main font for the UP CAPS logotype. This font is most recommended for all headlines, titles, and official announcements.
Sansation ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;)
UP CAPS UP Career Assistance Program for Scientists
CLEAN
SIMPLE
Legible
16
SECONDARY TYPEFACE For a more legible body text which comes in smaller sizes, fonts Champagne & Limousines and Ubuntu are recommended. These fonts are for web and print use and should be saved as image file to keep the consistency of the typeface across all platforms.
Champagne & Limousines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;) Ubuntu ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;)
17
TERTIARY TYPEFACE For files that must appear on word, powerpoint, letters, or raw text files, tertiary typefaces should be used. Remember that secondary and tertiary typefaces are recommended for body text readability. Users still have the freedom to use any typeface for headlines and titles.
Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;) Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;) Cambria ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;) Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgehijklmnopqrstuvwxyz 1234567890 -&*#@?!/+(.,:;) 18
EXPRESSIONS
19
STATIONERY
20
INTERNAL COMMUNICATIONS
21
EVENT POSTERS
22
EVENT POSTERS
23
CAPS CARD
24
INCOME GENERATING PROJECTS
INFOGRAPHICS
25
SERVICE ANNOUNCEMENTS
26
WE APPRECIATE THAT YOU HAVE READ OUR BRAND GUIDELINES Thank you for reading these guidelines and recommendations regarding our brand. Keeping these in mind when designing materials involving UP CAPS will help us have consistent and easily distinguishable look. Should you have any questions about our brand, contact us through our facebook page at fb.com/up.caps or our twitter account at @up_caps. Thanks and good luck!