VISUAL ASSETS
GUIDELINES
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Table of Contents Page 3
Logo Use
Page 8
Color Codes
Page 9
Templates
Page 11
Photography
Page 12
Typography
Page 13
Image Quality
3 The Fresno State Learning Center logo is the primary graphic identification mark that visually identifies the program. If you are planning to mention two or more program, use the Learning Center logo. If you are mentioning just one program, use only that program’s logo. Each program has its own unique accent color.
Learning Center logo
Tutoring
SupportNet
Supplemental Instruction
BASIC RULES
Don’t alter the proportions or spatial relationships of the logo or its parts (paw icon and workmark); Don’t change the color of the logo; Don’t lighten or darken the logo; Don’t use the logo in outline form; Don’t add an outline to the logo; Don’t distort, skew, morph or italicize the logo; Don’t use artificial dimensional effects (such as making the logo three-dimensional or using the digital embossing effect). Having the logo actually embossed is acceptable but using artificial dimensional effects can reduce the legibility of the logo and change the logo design; Don’t make a pattern or decorative device out of the logo or its parts (wordmark); Don’t use any part of the logo or its styling as the basis for another design; Make sure there is enough contrast between the logo and any background it is against to ensure proper legibility; Don’t use a logo unless it is in perfect condition (no jagged edges, blurriness, missing parts).
LOGO SIZE The full logo should be used no smaller than 1.25 inch in width with no proportional loss in depth. To keep the proportions, resize by holding down the Shift key and only dragging from the corner.
5 COLOR VARIATIONS AND BACKGROUND Fresno State’s official colors are cardinal red and blue. The logo is to be used in its original approved color format. The logo may also be foil-stamped in gold, silver, bronze, red and blue. Use caution in matching foil colors to the matching color palette. In all applications, the contrast between the logo and the background should allow for legibility and readability of the logo.
FULL COLOR It is acceptable to apply the full color logo to white and other background colors providing adequate contrast.
TWO COLOR It is acceptable to apply the two color logo as shown to white and other background colors providing adequate contrast.
TWO COLOR It is acceptable to apply the two color logo as shown to a red background only.
TWO COLOR It is acceptable to apply the two color logo as shown to a blue background only.
ONE COLOR It is acceptable to apply the one color (black) logo to white and other background colors providing adequate contrast. REVERSED It is acceptable to apply the reserved logo (white) to black and other background colors providing adequate contrast.
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The official seal symbolizes formal authority vested in the university. The seal is a mark of authentication and institutional sanction. The official seal was designed by artist and Fresno State Professor Emeritus Darwin Musselman. It includes the “lamp of learning” and the “book of knowledge.” The Latin inscription “Lvcem Accipe Vt Reddas” translates as “Receive the light that you may give forth.” The university’s official name, California State University, Fresno, encircles the seal. The date 1911 refers to the founding year of the university. The seal, in full color or line art, is restricted to (but not required on) the following:
The office of the President; University-level formal and official documents such as diplomas, academic awards and certificates, transcripts, resolutions and commencement invitations, university reports; All faculty communications; International correspondence; Correspondence with academic societies and publishers; Letters of reference
If you choose, the university logo may be used for the above instead of the seal. The Integrated Marketing Communications Advisory Committee will review requests for exceptions.
8 Fresno State Learning Center PMS 187 Web # C41230 C 0 M 100 Y 79 K 20 Japanese R 196 G 18 B 48
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PMS 288 Web # 002C76 C 100 Thinking M 67 Y 0 K 23 Critical R 0 G 75 B 141
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PMS Cool Gray 6 Web #BABCBE C 0 M 0Statistics Y 0 K 31 R 186 G 188 B 190
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Tutoring R 108 G 182 B 245 The accent color for tutoring is brighter blue that is lighter than that of the Fresno State/Learning Center blue.
SupportNet R 106 G 16 B 17 R 188 G 163 B 89 SupportNet is the one program that has two color codes. The gold color should only be used to accent the deeper red and never as its own standalone color. Nor should the gold be presented in a higher ration than the deep red.
Supplemental Instruction R 246 G 150 B 60 Supplemental Instruction has a vibrant orange color that represents the program well.
9 Templates and Uses: If you want life to be easy and don’t want to remember all the nuances of how and when you can use these different logos then this section is for you. We have a growing set of templates that you can make use of. They can be found here in box: [Style Kit] templates_logos_flyers The internal communication template is for day to day things each program wants to communicate to students. Maybe we want to keep students off a certain table or we need to let students know an SI session is cancelled. In cases like these it would make sense for each template to use the accent color of the particular program. There are both portrait and landscape templates available.
10 Templates and Uses (Continued): Let’s say you want to get fancier and get a poster or brochure printed or maybe you are creating something digital. Well this is where you can get creative with the logo because you are not restricted by margins and in the case of digital you also do not have to deal with cost. The goal is to keep things simple. Don’t allow things to interfere with the logo. For printed materials used for student or community outreach on a large scale you want to get approval from University Communications before you send it to printing services or email it out. As referenced before you now have the ability to put the logo in front of pictures or backgrounds, but remember you can only do so as a white logo in front of a dark background, a black logo in front of a light background and you can do a two color treatment in front of the opposing read or blue background. Rules can be bent however and the rule of thumb is as long as the logo is clear and doable it can pass through University Communications.
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Photography Photography is a powerful medium of expression and communication. Roughly 90 percent of information that comes to the brain is visual, which explains why people often look first to images then to words. It is important to have pictures that represent what you are communicating and one that is native and gives students a reason to look. Most small town newspapers are still in business not because they out-perform the web or the New York Times, but simply because people can see their niece, nephew, or themselves in a photo. It is important to bring this same logic to students in our brand extensions. There are two simple ways to request photography on campus: Requests: 1. Photoshoot: Contact the University photographer at least two weeks in advance to schedule a photoshoot using the photo request form online. 2. Archived Pictures: Contact the University photographer within three to five working days using the photo request form online. Submit simple descriptions of what you are looking for. “students studying” “students in class” “students in the library” Below is some of the work by the University photographer:
12 Typography The font that you select to utilize is representative of the overall effect of any document. A serif font or a font with little marks at the ends of letters is best for reading. A sans serif, or non-serif font looks better because it doesn’t have the little marks at the ends of each letter. Serif fonts are used for reading and sans serif fonts are used for headings. For this reason, it has been selected that the font style for any topic heading is Tahoma. The font style for any text besides the heading is Cambria…hint: it’s what’s being used right now! Therefore, if you are creating a text-heavy document, ensure that all the content is legible. Of course, if you are creating a unique document that requires a different font style, by all means use that instead.
Tahoma ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890 Cambria ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvw xyz 1234567890
13 Image Quality Image quality is super important when creating any document. Whether you’ve put in a request to get photos from our on campus photographer, you took your own, or you used something from the web you need to understand how formats and practices play a role in how your content will look. .jpeg This format is referred to as a “lossy” format. Which means that each time it is uploaded somewhere it loses quality, but this is to enhance speed. Lossy’s are great for email, webpages, and other digital files that require loading or go to programs with loading restrictions. Example provided by Ken Ternate
.gif This is another “lossy” format however it is even faster than a jpeg file because it is more pixelated. However you cannot tell the difference unless you zoom in on a photo program or browser. Remember, lossy’s are great for email, webpages, and other digital files that require loading or go to programs with loading restrictions. Example provided by Ken Ternate
.png This is not a lossy format and in fact is very high quality. The only problem is that when this is used in files it makes them massive. So don’t over use it. However, this is ideal for clip art, logos, and line art because this format has less of the pixelated (jagged) edges you see in pictures some times.
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Image Quality (Continued) The first step to realize is that Mircosoft office software automatically defaults to pictures being in line with text. Make sure that you switch this to behind or in front of text if you want to position the image more freely. There are other options as well. 1. Select the image. The Format tab will appear. 2. Click the Format tab. 3. Click the Wrap Text command in the Arrange group. 4. Select the desired menu option. The text will adjust based on the option you have selected.
When resizing an image be sure you do not bloat or stretch the image. For example if you grab the sides of an image it will bloat or stretch when you make it bigger or smaller. You must resize the image on the diagonal while holding down the SHIFT key to make sure the picture stays in proportion.
Stretched or bloated when resized from here
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Perfect proportion when pulled form here while holding the SHIFT key
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