Akron Zips
TABLE OF CONTENTS | important contacts | online RESOURCES 1 – Primary Brand
19 19 19 19 19
20 – APPAREL
Frequently Asked Questions
24 – DIGITAL MEDIA Digital Media Overview Video Production Web Site Management eNewsletters Photography PowerPoint
25 – STYLE GUIDE Style Guide Overview Alumnus, Alumna, Alumni, Alumnae Comma Usage Dates Em Dash State Abbreviations Telephone Numbers Times Titles GoZips.com
Logo Creation Overview Logo Creation Process
20
Bryan Huettmann Director of Merchandising and Licensing Phone: (330) 972-2639 Email: bryanhu@uakron.edu
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 1
LOGO CREATION
Dan Satter Sr. Associate Athletics Director for External Relations Phone: (330) 972-7468 Email: dsatter@uakron.edu
Gregg Bach Assistant Athletics Director for Communications Phone: (330) 972-6106 Email: gbach@uakron.edu
STYLE GUIDE
The University of Akron Department of Athletics Rhodes Arena, Suite 83 Akron, OH 44325-5201 Phone: (330) 972-7468 Fax: (330) 374-8844 Web: GoZips.com
26 26
DIGITAL
21 21 21 21 22
Important Contacts
25 25 25 25 25 25 25 25 25 25
26 – LOGO CREATION
21 – CORRESPONDENCE Print Correspondence Overview Letterhead Mailing Guidelines Business Card Electronic Correspondence Overview
24 24 24 24 24 24
CORRESPONDENCE
Overview Logo Usage Primary Colors and Fonts Photographs Review and Approval
22 22 23 23 23 23
APPAREL
19 – ADVERTISING
Email Signatures Email Headers Social Media Overview Twitter Facebook Other Forms of Social Media
advertising
1 1 2 2 3 4 5 6 6 7 8 9 10 11 12 13 14 15 16 17 18
PRIMARY BRAND
Table of Contents Important Contacts Introduction Online Resources Brand Names Primary and Secondary Colors Primary Fonts Primary Logo Primary Wordmarks Proper and Improper Usage – Primary Logo Proper and Improper Usage – Wordmarks Secondary Logos Sport-Specific Logos Non-Sport Logos Sport-Specific Wordmarks Logo and Wordmark Specifications Retired Logos and Wordmarks Zippy’s Kids Club Zippy The University of Akron The Mid-American Conference
Akron Zips The University of Akron Department of Athletics identity is one of The University of Akron’s most visible brands. This branding guide was created to ensure that the text and graphics of all official communications – publications, stationery, business cards, promotional items, websites, signs, digital materials, apparel, internal and external communications, and all other documents or items representing the Athletics Department or any of its collegiate varsity sports, departments or offices – present a clear, consistent and positive image of Zips Athletics. This guide was designed to communicate the guidelines for using the unique logos, colors, marks and styles of Zips Athletics in order to differentiate the teams, coaches, staff and student-athletes from other athletics programs. In order to be successful, we ask that when applying the logos, colors, marks and styles to any asset, the identity of the brand must be to the specifications and standards outlined in this guide. These guidelines allow you to work independently, while maintaining a consistent, professional image across the teams, departments and outside vendors associated with Akron Athletics. These guidelines are not meant to hinder progress or compromise creativity, but to strengthen the overall brand. The marks and logos contained in this guide may not be used to represent any outside entity, both on and off campus, without the direct written consent of Zips Athletics. Should you have any additional questions regarding the materials in this guide or regarding the implementation of the Department of Athletics brand, please contact the External Relations office at 330-972-7468.
Tom Wistrcill Director of Athletics The University of Akron
Dan Satter Senior Associate Athletics Director External Relations
Online Resources This brand guide is available, by section and as a whole, online by visiting GoZips.com/Brand. This site also contains versions of each logo and wordmark, the Akron and Avenir fonts compatible for both Mac and PC, and templates for print and digital publications. This site serves as a toolkit for applying graphic standards to print and electronic communication produced both internally and externally.
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
INTRODUCTION | ONline resources
2 • GoZips.com/Brand
Akron Zips
BRAND NAMES
The University of Akron
The University of Akron Department of Athletics
Zips
• On first reference, the full name of The University of Akron and the sport name (The University of Akron Football) should always be used, with “The” capitalized. • On second or subsequent references to a specific sport, Zips and the sports name is preferred (Zips Men’s Basketball), but Akron and the sports name may also be used (Akron Tennis). • When discussing a single sport within a piece of collateral (press release, brochure, etc.), one can refer to the specific sport by the name Akron or the Zips.
CORRESPONDENCE
The University of Akron Athletic Programs
APPAREL
• Zips, the unique nickname for all varsity athletics teams at The University of Akron, should always be referred to in the plural when referencing one of the 19 varsity sports. • Originally Zippers, athletic director Kenneth “Red” Cochrane officially shortened the nickname to the Zips in 1950. Twenty-five years earlier a campus-wide contest had been conducted to choose a nickname for The University’s athletics teams. • Suggestions submitted by students, faculty, and alumni included Golden Blue Devils, Tip Toppers, Rubbernecks, Hillbillies, Kangaroos and Cheveliers. • The winner, freshman Margaret Hamlin, received a prize of $10 for Zippers, a $6 pair of rubber overshoes and a brand name of the BF Goodrich Company.
advertising
• When referring to the Department of Athletics, “Athletics” should always be plural. • On first reference, the full name of The University of Akron Department of Athletics should always be used, with “The” capitalized. • On second or subsequent references to the Department of Athletics, Zips Athletics is preferred, but Akron Athletics may also be used. • The Department of Athletics is not to be referenced as the Athletics Department.
PRIMARY BRAND
• On first reference, the full name of The University of Akron should always be used, with “The” capitalized. • On second or subsequent references to The University of Akron, University is preferred, but Akron may also be used. University is always capitalized when it refers specifically to The University of Akron. UA may be used sparingly. • The University of Akron is not to be referenced as Akron University or AU.
The University of Akron Facilities
LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 3
STYLE GUIDE
Second Reference InfoCision Stadium - Summa Field Rhodes Arena or The JAR First Energy Stadium - Cub Cadet Field Lee Jackson Field Lee Jackson Field Lee Jackson Field Lee Jackson Track Stile Field House Ocasek Natatorium or ONAT Pinn Shooting Range Chima Athletics Ticket Office First Merit Foundation Club Level Towpath Credit Union Press Level Stile Field House Weight Room Suarez Strength and Conditioning Center Rhodes Arena Weight Room
DIGITAL
• On first reference, the full name of the facility should be used. First Reference InfoCision Stadium - Summa Field James A. Rhodes Arena First Energy Stadium - Cub Cadet Field Lee R. Jackson Baseball Field Lee R. Jackson Softball Field Lee R. Jackson Practice Field Lee R. Jackson Track and Field Complex Louis and Freda Stile Athletics Field House Oliver J. Ocasek Natatorium Robert A. Pinn Shooting Range C.P. and Cornelia S. Chima Athletics Ticket Office First Merit Foundation Club Level Towpath Credit Union Press Level Louis and Freda Stile Athletics Field House Weight Room Benjamin and Nancy Suarez Family Strength and Conditioning Center Rhodes Arena Weight Room
Akron Zips PRIMARY and SECONDARY COLORS Primary Colors • The primary colors for Zips Athletics is Akron Blue (PMS 282) and Akron Gold (PMS 871).
Akron Blue – PMS 282 Y: 41 B: 71 b: -28
K: 47
Akron Gold – PMS 871 • C: 40 M: 44 • R: 145 G: 123 • L: 53 a: 4 • HTML: #918b4c
Y: 78 B: 76 b: 29
K: 14
Secondary Color • The secondary color for Zips Athletics is Akron Flat Gold (PMS 466). • The secondary color can be used in the creation of a logo as a contrast or to offset the primary Akron Gold. An example of this is the “Fear the Roo” logo (See page 9).
Akron Flat Gold – PMS 466 • C: 22 M: 26 • R: 201 G: 178 • L: 74 a: 3 • HTML: #c9b280
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
• C: 100 M: 87 • R: 0 G: 33 • L: 12 a: 1 • HTML: #002147
4 • GoZips.com/Brand
Y: 57 B: 128 b: 29
K: 0
Akron Zips
PRIMARY Fonts
Primary Fonts
Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Medium Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Heavy Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 5
LOGO CREATION
Akron Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
STYLE GUIDE
Akron Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIGITAL
Akron Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
CORRESPONDENCE
Akron Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
APPAREL
Akron Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
advertising
Akron Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
PRIMARY BRAND
• The primary fonts for Zips Athletics are Avenir and Akron. • The primary use of the Akron font is for uniforms, banners, posters, headlines and other assets that require minimal use of type. Do not use this font for large bodies of copy and never more than one sentence. • The Avenir Book font is the approved body copy font for Akron Athletics. This should be used in official department documents, press releases, memos, letters, correspondences and other assets that require a considerable use of type. Variations of the Avenir font may be used in body copy, as needed, for use as headlines, italic copy, etc. If you do not have access to Avenir, Arial is an acceptable alternative font. • Correct and consistent use of these typefaces helps reinforce the department’s identity. • When using the Avenir font, do not use the Light, Light Oblique, Oblique or Roman styles.
Akron Zips Primary LOGO | Primary Wordmarks Primary Logo
Primary and Secondary Wordmark • The primary logo for Zips Athletics is the stacked Akron Zips wordmark. • The secondary wordmarks are the Akron and the Zips wordmarks • All three wordmarks were introduced in 2002 as the primary and secondary wordmarks for the entire department of athletics.
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
• The primary logo for Akron Athletics is the Head A logo. • The Head A logo was introduced in 2002 as the primary logo for the entire department of athletics. • The Head A logo should be used on all materials pertaining to Zips Athletics.
6 • GoZips.com/Brand
Akron Zips
Proper and improper usage – Primary logo Primary Logo
Do not rotate the logo without prior approval
Do not add copy to the logo
Do not combine the logo with any wordmarks or logos
Use a 4 pt white stroke when printing the logo on a background color
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 7
LOGO CREATION
Do not use the logo as a negatively-colored image
STYLE GUIDE
Do not reproduce smaller than 0.3 inches in height
DIGITAL
Do not convert the color logo for black and white use
CORRESPONDENCE
Do not skew the logo
APPAREL
Do not change the color scheme of the logo
advertising
X X X X X X OK X X
PRIMARY BRAND
• The color scheme of the Head A logo should not be altered for any reason. • The Head A logo should not be distorted, skewed or altered for any reason. • The color Head A logo is not to be converted for black and white use. Please use the black and white version of the Head A logo for any collateral requiring a black and white artwork. • The Head A logo should never be reproduced at a height of less than 0.3 inches in height. • The Head A logo should not be used as the negatively colored element (white) for print or digital purposes. See page XX of the Apparel section for guidelines regarding use of the Head A logo as a negatively colored element (white). • Do not rotate the logo in any direction without prior approval from Zips Athletics. • Do not add copy to the logo. • Do not combine the Head A logo with any Akron wordmark. • When printing the Head A logo on a background color, such as Akron Blue or Akron Gold, it is permissible to use a 4 pt white stroke around the entire logo. • Please contact Zips Athletics with any request to alter the color schemes of any secondary logo.
Akron Zips Proper and improper usage – wordmarks
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
Primary and Secondary Wordmarks • The color scheme of the wordmarks should not be altered for any reason. • The wordmarks should not be distorted, skewed or altered for any reason. • The color wordmarks are not to be converted for black and white use. Please use the black and white version of the wordmark for any collateral requiring a black and white artwork. • The wordmarks should never be reproduced at a height of less than 0.3 inches in height. • The wordmarks should not be used as the negatively colored element (white) for print or digital purposes. See page XX of the Apparel section for guidelines regarding use of wordmarks as a negatively colored element (white). • Do not rotate the wordmarks in any direction. They should remain at the proper angle of seven degrees. • Do not add copy to the wordmarks. • When printing the wordmarks on a background color, such as Akron Blue or Akron Gold, it is permissible to use a 4 pt white stroke around the entire logo. • The Zips wordmark can be used in place of the word “Zips” on collateral and merchandise. • Please contact Zips Athletics with any request to alter the color schemes of any secondary logo.
X X X X X X OK OK X
Do not change the color scheme of the wordmarks
Do not skew the wordmarks
Do not convert the color logo for black and white use
Do not reproduce smaller than 0.3 inches in height
Do not use the wordmarks as a negatively-colored image
Do not rotate the wordmarks in any direction
Do not add copy to the wordmarks
Use a 4 pt white stroke when printing the watermarks on a background color
It is OK to replace the word “Zips” with the Zips wordmark
8 • GoZips.com/Brand
Akron Zips
Secondary logos
Secondary Logos
Head A Logo with Oval
PRIMARY BRAND
• Akron Athletics has several secondary logos that can be used on collateral, such as marketing materials, media guides, schedule cards, etc., but must be accompanied by a primary logo or wordmark. • The color scheme of the secondary logos should not be altered for any reason. • The secondary logos should not be distorted, skewed or altered for any reason. • The secondary logos should never be reproduced at a height of less than 0.3 inches in height. • The secondary logos should not be used as the negatively colored element (white). • Please contact Zips Athletics with any request to alter the color schemes of any secondary logo.
advertising
Fear the Roo APPAREL CORRESPONDENCE
Akron “Z”
DIGITAL STYLE GUIDE LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 9
Akron Zips Sport-specific logos • Akron Athletics has several sport-specific logos that can be used on collateral, such as marketing materials, media guides, schedule cards, etc., but must be accompanied by a primary logo or wordmark. • The color scheme of the sport-specific logos should not be altered for any reason. • The sport-specific logos should not be distorted, skewed or altered for any reason. • The sport-specific logos should never be reproduced at a height of less than 0.3 inches in height. • The sport-specific logos should not be used as the negatively colored element (white). • In the case of the “Fear the Dadgum! Roo” logo, this logo must appear on a colored background. The preferred background color is the Akron Blue (PMS 282). Please contact Zips Athletics before using any additional background color with this logo.
Football
APPAREL
advertising
PRIMARY BRAND
Sport-Specific Logos
CORRESPONDENCE
Baseball
LOGO CREATION
STYLE GUIDE
DIGITAL
Men’s Soccer
10 • GoZips.com/Brand
Akron Zips
Non-sport Logos
Non-Sport Logos
AK-Rowdies
FirstEnergy Stadium – Cub Cadet Field InfoCision Stadium – Summa Field
advertising
S TA D I U M
PNC Wagon Wheel Challenge
Varsity “A”
APPAREL
Roo Town
PRIMARY BRAND
• Akron Athletics has several general logos that are not related to an specific sport and can be used on collateral, such as marketing materials, media guides, schedule cards, etc., but must be accompanied by a primary logo or wordmark. • The color scheme of these logos should not be altered for any reason. • The logos should not be distorted, skewed or altered for any reason. • The logos should never be reproduced at a height of less than 0.3 inches in height. • The logos should not be used as the negatively colored element (white).
CORRESPONDENCE
Z-Fund
DIGITAL STYLE GUIDE LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 11
Akron Zips sport-specific wordmarks • Akron Athletics has a wordmark for every sport that begins with the work “Akron” followed by the name of the sport. The same wordmark is used for sports with men’s and women’s teams. • The color scheme of these wordmarks should not be altered for any reason. • The wordmarks should not be distorted, skewed or altered for any reason. • The wordmarks should never be reproduced at a height of less than 0.3 inches in height. • The wordmarks should not be used as the negatively colored element (white). • Do not rotate the wordmarks in any direction. They should remain at the proper angle of seven degrees.
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
Sport-Specific Wordmarks
12 • GoZips.com/Brand
Akron Zips
Logo and Wordmark Specifications Minimum Sizes • All logos and wordmarks should be reproduced at a size of no small than 0.3 inches in height. • Remember to size proportionately (make sure X and Y axes are locked). For your convenience, we show the minimum size with both horizontal (wide), and vertical (tall) measurements.
0.3”
0.75”
0.3”
0.55”
0.85”
• All logos should be used at a perfect 0 degree vertical axis and should not be skewed or tilted in any fashion. • All wordmarks should be used at the mark’s original 7 degree angle and should not be skewed or tilted in any fashion.
7°
0°
• Live area is defined as the area of isolation or “white space” provided around the logos. An area of isolation or live area must appear around all marks at all times. • The live area for all logos and wordmarks is 0.3 inches vertically from the highest and lowest points of the mark, and 0.3 inches horizontally from the left-most and right-most points of the mark. • For logos with trademark symbols or copy, use the symbol or copy as your measuring point if it meets one of the above requirements. • When using the Head A logo to create a new logo, the live area rules do not apply.
DIGITAL
0.3”
0.3” 0.3”
0.3” 0.3”
0.3”
0.3” 0.3”
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 13
LOGO CREATION
0.3”
STYLE GUIDE
0.3”
0.3”
0.3”
CORRESPONDENCE
Live Area
APPAREL
7°
advertising
Proper Angles
PRIMARY BRAND
0.3”
Akron Zips Retired logos and Wordmarks Retired Logos and Wordmarks
X X X X X X X X
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
• The following logos and wordmarks are no longer in use in any fashion. • The Zips wordmarks with the sport name are no longer in use as well.
14 • GoZips.com/Brand
Akron Zips
zippy’s kids club
Zippy’s Kids Club
Primary Colors Akron Blue – PMS 282 • C: 100 M: 87 • R: 0 G: 33 • L: 12 a: 1 • HTML: #002147
Y: 41 B: 71 b: -28
K: 47
Y: 100 K: 7 B: 22 b: 80
Youth Yellow – PMS 123 • C: 0 M: 24 • R: 235 G: 205 • L: 84 a: 3 • HTML: #ebcd32
Y: 94 B: 50 b: 83
K: 0
STYLE GUIDE
• The primary logo for Zippy’s Kids Club is the round Zippy’s Kids Club logo. • The round Zippy’s Kids Club logo should be used on all materials pertaining to Zippy’s Kids Club. • The logo should not be altered in any way without obtaining permission from Zips Athletics.
DIGITAL
Zippy’s Kids Club Logo
CORRESPONDENCE
• C: 0 M: 42 • R: 213 G: 165 • L: 73 a: 16 • HTML: #d5a516
APPAREL
Youth Orange – PMS 7412
advertising
• The primary colors for Zippy’s Kids Club is Akron Blue (PMS 282), Youth Orange (PMS 7412) and Youth Yellow (PMS 123).
PRIMARY BRAND
• Zippy’s Kids Club is the official kids club of Zips Athletics. • On all references, the full name of Zippy’s Kids Club should always be used, with the first letter of all three words capitalized. • The primary fonts for Zippy’s Kids Club are Akron, Avenir and SC Gum Kids. • The primary use of the Akron and SC Gum Kids fonts are for merchandise, banners, posters, headlines and other assets that require minimal use of type. Do not use these fonts for large bodies of copy and never more than one sentence. • The Avenir Book font is the approved body copy font for Zippy’s Kids Club. Variations of the Avenir font may be used in body copy, as needed, for use as headlines, italic copy, etc. • When using the Avenir font, do not use the Light, Light Oblique, Oblique or Roman styles.
LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 15
Akron Zips ZIPPY The evolution of Zippy, The University of Akron’s mascot, began 54 years ago when the student council, under president Dave Frye and committee for a mascot chairman Bob Savoy (an All-American diver for UA), decided the University needed a mascot. Zippy the kangaroo was officially declared UA’s mascot on May 1, 1953. The selection of the kangaroo for a mascot brought forth the wrath of The Buchtelite and the Akron Beacon Journal as the name was chosen without the benefit of a campus-wide vote. There was support for the new mascot with defenders saying, “the kangaroo is fast, agile, and powerful with undying determination – all the necessary qualities of an athlete.” It is difficult to imagine there was dissent back then seeing as how Zippy is one of, if not the, most beloved symbols of the University. In fact, during an 11 week long national contest, Zippy defeated all challengers. Zippy, after a first-round bye in the playoffs, cruised to victories over Syracuse’s Otto in the semifinals and Minnesota’s Goldy Gopher in the final to become the 2007 Capital One Mascot of the Year. Dick Hansford, UA student council advisor, liked the kangaroo – one of the finalist names, when Akron chose “Zippers” as its nickname. He recalled the suggestion was also inspired by a popular comic strip at the time called “Kicky, the fighting kangaroo.” No one recalls who made the arrangements for the first costume, but a paper-mache head was produced along with a brown furry uniform that zipped up the back. Pete Demming debuted that first mascot uniform in 1954, at the inaugural Acme-Zip Game – not as “Zippy” but as “Mr. Zip” The first known printed reference to the mascot as “Zippy” was a 1965 Zip football press brochure. The Buchtelite’s first use of the name “Zippy” came Sept. 24, 1965, in an identification of a photo of the cheerleaders listing “Mascot – ‘Zippy’ – Charles Huettner.”
Referencing Zippy • Zippy should be referenced as Zippy or Zippy the Kangaroo on first reference. Zippy is fine for every additional reference. • Zippy should be referenced as “she” as she is one of a handful of female mascots in the nation to represent an entire athletics department.
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
The Evolution of Zippy
16 • GoZips.com/Brand
Akron Zips
the university of akron The University of Akron*
Reverse Color Wordmark
Seal
advertising
Wordmark
PRIMARY BRAND
• On first reference, the full name of The University of Akron should always be used, with “The” capitalized. • On second or subsequent references to The University of Akron, University is preferred, but Akron may also be used. University is always capitalized when it refers specifically to The University of Akron. UA may be used sparingly. • The University of Akron is not to be referenced as Akron University or AU. • The University of Akron wordmark is the master logo and key identifier of the institution. It consists of the words “The University of Akron” set in Caslon and stacked so that the “U” and “A” align and overlap. • The official logo colors for The University of Akron wordmark are Akron Navy Blue (PMS 282) and Akron Gold (PMS 117). • The approved seal colors are Akron Navy Blue and Akron Gold. • The official typefaces for The University of Akron are the Avenir and Caslon font families.
APPAREL CORRESPONDENCE
*The above logos and standards for The University of Akron are based on the University branding guide as of July 2012. *For more information on The University of Akron brand, please contact the Institutional Marketing department at 330-972-6645 or visit the UA Brand Guide Web site at uakron.edu/im/resources/brand/.
DIGITAL STYLE GUIDE LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 17
Akron Zips the mid-american Conference • The Akron Zips are a member of the Mid-American Conference • The conference should be referred to as the Mid-American Conference on the first reference and as the MAC in following references. • The MAC should not be referred to as the MAC Conference. • The primary colors of the MAC are Blue (PMS 289), Green (PMS 347) and Metallic Gray (PMS 877 Metallic). A non-metallic version of Gray (PMS 429) can also be used. • The MAC has three primary logos, the Seal Logo, the Athletic Logo and the Type Only Logo. • The seal logo may appear with and without the “MID-AMERICAN CONFERENCE” designation and on both light and dark backgrounds. • The athletic logo may appear with and without the “MID-AMERICAN CONFERENCE” designation and on both light and dark backgrounds. • The type only logo may appear with and without the “MID-AMERICAN CONFERENCE” designation and on both light and dark backgrounds. On dark backgrounds, all components reverse to white. • The Mid-American Conference brand identity may appear in the color palette of any of it’s member institutions, including The University of Akron, primarily on uniforms, playing surface or branded merchandise.
Seal Logo
Athletic Logo
Type Only Logo
Seal Logo – Akron
Athletic Logo – Akron
Type Only Logo – Akron
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
The Mid-American Conference*
*The above logos and standards for the Mid-American Conference are based on the conference branding guide as of July 2012. *For more information on the Mid-American Conference brand, please contact the league office at 216-5664622 or visit the MAC online at mac-sports.com.
18 • GoZips.com/Brand
Akron Zips
Advertising guidelines
Overview • It is just as important outside venders and partners understand the Zips Athletics brand as it is for the members of the Department of Athletics. It is a top priority to work continuously with these venders and partners to strengthen the Zips Athletics brand, and present its logos consistently and correctly.
Primary Colors and Fonts • Although it is not required when creating an advertisement, Zips Athletics asks that a vender or partner use the primary colors (Akron Blue, PMS 282; Akron Gold, PMS 871) and primary fonts (Akron and Avenir) whenever possible. Information on the primary colors can be found on page 4 while the primary fonts can be found on page 5 of the brand guide.
• When using photography in advertisement creation, a vender/partner cannot use an image of current studentathletes. • Please contact the Marketing Department to check the guidelines for photograph usage or to request appropriate images.
• In order to ensure brand compliance, the Department of Athletics has the right to review and approve the use of its brand. This review process will only be used to approve the brand usage and will not include other elements pertaining to the vender or partner’s brand, nor the design of the advertisement itself.
CORRESPONDENCE
Review and Approval
APPAREL
Photographs
advertising
• When creating an advertisement using the Zips Athletics brand, the ad should include the primary logo of the department, the Head A Logo. Guidelines and usage requirements for using the Head A Logo can be found on pages 6 and 7 of the brand guide. • The Head A Logo should be sized no less than 50 percent of the vender/partner’s primary logo and should not exceed the minimum size requirements (0.3” tall) for logo usage as noted on page 13 of the brand guide. • The primary wordmark, secondary logos, sport-specific logos or sport-specific wordmarks may not be used on an advertisement without prior approval from the Zips Athletics Marketing Department.
PRIMARY BRAND
Logo Usage
DIGITAL STYLE GUIDE LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 19
Akron Zips Apparel
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
APPAREL
advertising
PRIMARY BRAND
Frequently Asked Questions
• Why have a licensing program? A trademark licensing program gives Zips Athletics control over its logos and marks, thus, ensuring the quality and consistency of all of Zips Athletics’s merchandise. It also enables Zips Athletics to generate revenue from the sale of merchandise bearing its logos and marks. The revenue is used to support and enhance many programs campus wide. Outside of Zips Athletics, the trademark licensing program creates a cooperative and positive working relationship with the manufacturers and retailers who work with Zips Athletics. • What qualifies as a trademark? Any mark, logo, symbol, nickname, letter(s), word(s) or combination of these that can be associated with Zips Athletics qualifies as a trademark. • What products can be licensed? Students, alumni and fans generate many great ideas for new University products. Products will be considered and must be approved by Zips Athletics’s Licensing Coordinator. No products will be licensed without the approval of the Licensing Coordinator. This ensures all products associated with Zips Athletics are of high quality and good taste and, ensures the non-approval of potentially hazardous items. • Who needs a license? Anyone wishing to use the marks, logos and symbols of Zips Athletics must obtain a license. • I want to sell merchandise bearing University trademarks. Do I have to be a licensed vendor? If you wish to sell merchandise bearing University trademarks you produce, you must be a licensed vendor. However, if you wish to sell merchandise bearing University trademarks and do not produce any of the merchandise you are selling, you do not have to be a licensed vendor. With the proper business permits, anyone can sell officially licensed merchandise as long as it is purchased from a vendor licensed to produce emblematic merchandise for Zips Athletics. • What if you do not get a license? All products must be approved by the Licensing Coordinator. Failure to obtain a license or approval from Zips Athletics’s Licensing Coordinator would be grounds for the seizure of all non-approved merchandise bearing Zips Athletics’s marks. It also could result in jail time and numerous fines if convicted. • Can an alumni or student group sell products using Zips Athletics’s marks as a fundraiser? Before contacting local manufacturers regarding new products, designs, or an idea for a fundraiser, check with Zips Athletics’s Licensing Coordinator. They will be able to identify local manufacturers to produce the items, saving everyone time and effort. • Do products used for official University business have to be produced by a licensed vendor? All products bearing a University trademark must be produced by a licensed vendor. While products intended to be sold as a fund raiser for Zips Athletics are not exempt from royalties, products intended for the internal use by University Departments, Clubs and Organization may be exempt from royalties. Contact Zips Athletics’s Licensing Coordinator if you have a question regarding the exemption status of product you wish to order. • What about using Zips Athletics’s name or logo on a Web site? Every use of Zips Athletics’s trademarks requires permission from Zips Athletics and the Licensing Coordinator. The World Wide Web has made it easy for alumni, fans and supporters to build web pages with Zips Athletics’s name and logos, and Zips Athletics appreciates this support. However, federal trademark laws require that Zips Athletics control its name and marks; therefore, Zips Athletics must be very selective in granting permission in these and all instances. For more information, contact Zips Athletics’s Licensing Coordinator. • Who is responsible for the licensing and merchandising program? Bryan Huettmann Director of Merchandising and Licensing Phone: (330) 972-2639 Email: bryanhu@uakron.edu 20 • GoZips.com/Brand
Akron Zips
Print Correspondence
Print Correspondence Overview
Letterhead • The letterhead for Zips Athletics was designed to create a strong brand image across all sports and units within the department. • When printing on the official department letterhead, please use the Avenir Book or Arial Regular fonts. The preferred font size is 10 pt. See page 5 of the brand guide for more information on proper font usage. • To order letterhead, contact Printing & Copying Services at (330) 972-7407.
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• The correct mailing address for Zips Athletics is: <Individual Name and Title or Department/Sport Name> University of Akron Department of Athletics <Street Address> <Building and Office Number> Akron, OH 44325-XXXX • It is important to use this specific format on your stationery envelopes and anytime you give out your mailing address to ensure the consistent presentation of the department brand and the proper delivery/return delivery of all mailed correspondence.
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Mailing Guidelines
PRIMARY BRAND
• Stationery – especially business cards and letterhead – is one of the most frequently used vehicles for presenting the Zips Athletics brand. Consistent imagery strengthens our overall brand recognition. The department stationery system is designed to ensure consistency across all Zips Athletics communications. • Our stationery system is designed to provide a unified identity for the department of athletics.
Business Card
Letterhead
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<NAME>
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James A. Rhodes Arena 373 Carroll St. | Akron, Ohio 44325 Website: GoZips.com | Twitter: @FollowtheRoo
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Envelope
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<Title> James A. Rhodes Arena 373 Carroll St. | Akron, Ohio 44325 Office: (330) 123-4567 | Mobile: (330) 123-4567 Email: tw41@uakron.edu | Fax: (330) 123-4567 Website: GoZips.com | Twitter: @FollowtheRoo
CORRESPONDENCE
• As one of the most used, if not the most used form of print correspondence, the business card is often the first impression of the print brand. It is important that all business cards follow the Zips Athletics brand. • To order letterhead, contact Printing & Copying Services at (330) 972-7407.
LOGO CREATION
The University of Akron Department of Athletics 373 Carroll St. | Akron, Ohio 44325 | Phone: (330) 972-7468 | Fax: (330) 374-8844 GoZips.com | Twitter: @FollowTheRoo | Facebook: AkronZips | YouTube: ZipsAthletics
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 21
Akron Zips Electronic correspondence Electronic Correspondence Overview
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PRIMARY BRAND
• Probably the most-used form of correspondence is the email. Even something as simple as your University of Akron email address or your email signature can impact the brand.
Email Signature • When it comes to your email signature, use one of the following formats for your signature. • When sending an email, please use the Avenir Book or Arial Regular fonts. The preferred font size is 10 pt and the suggested font color is black. See page 5 of the brand guide for more information on proper font usage. • The primary option contains your full information. The secondary option shortens the line spacing, and the truncated option can be used for departmental email or for mobile devices.
Primary Email Signature
<Full Name> <Title> Department of Athletics The University of Akron Mailing Address | Akron, Ohio 44325 Office: (330) 123-4567 | Mobile: (330) 123-4567 | Fax: (330) 123-4567 Website: GoZips.com | <Social Media Link(s)>
10 pt Avenir Heavy or Arial Bold 10 pt Avenir Book or Arial Normal 2 spaces before and after divider
<(Optional): Quote/Secondary Link>
<Full Name> | <Title> Department of Athletics | The University of Akron Mailing Address | Akron, Ohio 44325 Office: (330) 123-4567 | Mobile: (330) 123-4567 | Fax: (330) 123-4567 Website: GoZips.com | <Social Media Link(s)>
10 pt Avenir Heavy or Arial Bold 10 pt Avenir Book or Arial Normal 2 spaces before and after divider
<(Optional): Quote/Secondary Link>
Truncated Email Signature <Full Name> | <Title> Department of Athletics | The University of Akron Office: (330) 123-4567 | Mobile: (330) 123-4567 | Fax: (330) 123-4567
10 pt Avenir Heavy or Arial Bold 10 pt Avenir Book or Arial Normal 2 spaces before and after divider
Email Header • Although it is not required for use in emails, it is suggested that the use of the standard email header be used when sending out press releases, official documents, etc.
LOGO CREATION
STYLE GUIDE
DIGITAL
CORRESPONDENCE
Secondary Email Signature
22 • GoZips.com/Brand
Akron Zips
social media
Social Media Overview
• The External Relations Department has created a social media brand. Each coach and/or program has a presence on Twitter. • When creating a new Twitter account, either coach, program, department or staff, it is important to create your Twitter handle in the same manner as the current Twitter accounts. For a team or staff member, please use Zips and your first name (@ZipsJohn or @ZipsFB). Before making the account active, please check with a member of the External Relations Department with questions and to make sure the account is properly set up and added to the department’s social media directory.
Other Forms of Social Media • As other forms of social media grow and are created, brand guidelines to ensure the proper portrayal of the Zips Athletics brand will be drafted and disseminated.
CORRESPONDENCE
• The External Relations Department has created a social media brand. Each coach and/or program has a presence on Facebook. • When creating a new Facebook account, either coach, program, department or staff, it is important to create your Facebook handle in the same manner as the current Facebook accounts. For a team or staff member, please use Zips and your first name (facebook.com/ZipsJohn or facebook.com/ZipsFB). Before making the account active, please check with a member of the External Relations Department with questions and to make sure the account is properly set up and added to the department’s social media directory.
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PRIMARY BRAND
• The ever-evolving world of social media has provided an incredible source of outreach to Zips Athletics and the world of college athletics as a whole. From Twitter and Facebook to blogs and podcasts, making sure our brand is consistent in this form of communication is just as important as our print and electronic correspondence. • It is important to remember that when you refer to Zips Athletics in your social media platforms, you impact the overall department brand. While these platforms are called “social” media and not “professional” media, be sure to use the correct department logos, marks and brand names in your pages and messages. • It is also important that proper etiquette is used when interacting through any form of social media. The use of foul language, sexist, racial or other demeaning comments are not acceptable. A social media account is not only a direct reflection upon the owner/manager of the account, but the Department of Athletics and The University of Akron as a whole.
DIGITAL STYLE GUIDE LOGO CREATION
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 23
Akron Zips digital media
CORRESPONDENCE
APPAREL
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PRIMARY BRAND
Digital Media Overview • Since the start of the 2010-11 athletics calendar, Zips Athletics has placed a strong emphasis in creating new and original digital content for consumption by the general public. This progressive plan included the expansion of online streaming of nearly all University of Akron sporting events, as well as feature content ranging from event previews and recaps to student-athlete vlogs and sport-specific virtual guides.
Video Production • All videos must use standard and approved lower third graphics. This includes the Head A logo and the individual’s full name and accompanying title. See pages 6-7 of the brand guide for more information on proper usage of the Head A logo. • At times, certain videos may require a brief advertisement placed at the beginning of the video as part of a contractual agreement with a sponsor, partner or vender. • Branding on videos must include IMG visual elements when applicable. The only exception being the PNC Wagon Wheel Challenge events where the PNC logo must be present. • Videos must be framed correctly, with subject’s full face visible and centered on screen. • When posting videos to YouTube, all descriptions and tags must include the following search terms: Akron, Zips, Athletics, (Specific Sport), Name of person being interviewed. This increases the searchability of the video. • Video quality is subject to review from the department for New Media. Scratchy, overly loud or poor quality videos may be removed or edited upon discretion. • The New Media Department reserves all rights to review, edit and re-post any videos associated with the Department of Athletics on all associated social media accounts.
Web Site Management • The layout and design of GoZips.com is one that is unique to Zips Athletics. When creating new Web content, please keep in mind the following items. • All content must adhere to the brand guides outlined in this guide, including the proper usage of all fonts, logos, verbage, etc. • All Web pages must be approved and reviewed by the External Relations Department before activation. • The templates created for GoZips.com shall not be altered in any way. Please contact the New Media Department for any questions or requests to change a Web page template. • When formatting photographs for use in the main rotator on GoZips.com, artwork should be sized to 600 pixels wide by 450 pixels high. • When applicable, save artwork and images as .png files. If not applicable, images should be saved as a .jpg.
STYLE GUIDE
DIGITAL
eNewsletters • When creating and designing eNewsletters for dissemination, it is suggested that the designer work with the Athletics Communications and/or New Media Departments to ensure brand compliance. • All content must adhere to the brand guides outlined in this guide, including the proper usage of all fonts, logos, verbage, etc.
Photography • When using photography on GoZips.com, it is not required to include a byline and media outlet for all photography taken by a photographer hired by Zips Athletics. • In the case a photograph or photographs are used from an outside source, please include the person’s name and organization in the following format: Courtesy of John Smith, Anywhere Newspaper.
LOGO CREATION
PowerPoint • When creating a PowerPoint presentation, it is important to use the official University of Akron Department of Athletics template. This template follows all brand guidelines and can be adjusted to fit the needs of a particular department or sport. This includes the addition of department and/or sport-specific logos, wordmarks, etc. • Please contact a member of the Athletics Communications staff with any questions regarding the PowerPoint template or for assistance in adjusting the template to fit the individual needs of your department or sport.
24 • GoZips.com/Brand
Akron Zips
Style guide
Style Guide Overview
Alumnus, Alumna, Alumni, Alumnae • Alumnus (alumni in the plural) refers to a man who has graduated from a school. Alumna (alumnae in the plural, but rarely used) refers to a woman who has graduated from a school. Alumni refers to a group of men and women.
Dates
• Put a space on both sides of the dash in all uses except the start of a paragraph. For example, Zippy has two favorite colors – blue and gold – and is a big fan of all sports.
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Em Dash
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• When referring to month and year, add a comma after the year unless it ends the sentence. However, do not add a comma following the month unless a date is used. The month should be spelled out completely. For example, August 2012. • When writing out a date that includes day, month and year, the day should be spelled out while the month should be abbreviated. For example, Tues., Jan. 1. • Use the numeral only when referring to the date. Do not use 1st, 2nd, 3rd, etc. • Do not use the numerical version of a date (01/01/2012) for any materials for public consumption.
PRIMARY BRAND
• When producing materials, such as banners, posters, press releases, memos, letters and correspondences, it is important that the copy you draft be consistence with that of the overall brand. The “brand voice” is how the Zips Athletics brand is expressed in words. Please keep in mind the following guidelines when communicating the “brand voice.”
State Abbreviations
Telephone Numbers • When referring to a phone number, please use the following format: (330) 972-1234. It is also acceptable to use the extension code (x1234) for on-campus correspondence. • When referring to an 800 number, please use the following format: 1-888-99-AKRON.
CORRESPONDENCE
• Do not use the two-letter ZIP code abbreviations in text. Do not abbreviate Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah. Use the two-letter U.S. Postal Service abbreviations only with full addresses. • Similarly, when referring to both a city and state, add a comma after the state. For example, Akron, Ohio.
Times
GoZips.com • When referring to the official Web site of Zips Athletics, please use GoZips.com. “Go” and “Zips” is always capitalized. Do not include”www.” at the beginning of the Web site address.
THE UNIVERSITY OF AKRON DEPARTMENT OF ATHLETICS BRAND GUIDE • 25
LOGO CREATION
• Capitalize and spell out when a title precedes a name. • Lowercase and spell out titles when not used with an individual’s name. Do not capitalize unofficial, informal, shortened or generic names. • Very long titles are more readable when placed after a name. • Use “Director of Athletics,” not “Athletics Director.”
STYLE GUIDE
Titles
DIGITAL
• When referring to a specific time, it is important to use figures. • When writing a time, use the hour and minutes, even referring to the top of the hour (7:00, 3:30, etc.). • Use periods (a.m. or p.m.) in body copy. “AM” and “PM” are acceptable for marketing and advertising materials, online or when space constraints exist. • All times should include the eastern time zone designation ET and should be adjusted for events in different time zones (a 4:00 p.m. CT event should be displayed as 5:00 p.m. ET). The ET abbreviation is only needed for the first time reference of a document.
Akron Zips Logo Creation • In an effort to maintain the overal brand of Zips Athletics, it is important that all new logos follow the guidelines that make up the Akron brand. By following these standards, all new logos will have a look and feel that mirror the brand standards set forth while allowing for creativity in the creation of new logos to help promote the sports and departments that comprise Akron Athletics.
Logo Creation Process • Before creating a logo, it is important that the person, sport or department contact the External Relations Department at (330) 972-7468 to discuss the logo design and to obtain initial approval for the creation of the logo. • For internal personnel and departments, please contact a member of the External Relations staff, including the marketing and/or athletics communications staff. • For individual sports, please contact your team’s sports information director or a member of the marketing staff. • For third-party vendors, please contact your point-person or a member of the External Relations staff, including the marketing and/or athletics communications staff. • When creating a logo, it is important to use the brand guidelines detailed within the Primary Brand portion of the brand guide (pages 3-16). • It is important that the Head A logo be used in every newly created logo. If the Head A logo (see page 6) cannot be incorporated into the design, please work with your contact in the External Relations staff to find an acceptable alternative. An acceptable alternate logo to use can be the Fear the Roo logo (see page 9). • A review process of all logos will be completed before the logo goes into final production. This includes a review by all associated members of the External Relations staff in addition to and personnel, coaches, etc. for which the logo will be created. There will not be a set limit on the number of reviews for each new logo. • Before the logo is placed into circulation, final approval must be obtained through the External Relations department. At that time, a set of guidelines can be created to ensure the proper usage of the logo is followed and that the logo is added to the brand guide.
LOGO CREATION
STYLE GUIDE
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CORRESPONDENCE
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PRIMARY BRAND
Logo Creation Overview
26 • GoZips.com/Brand