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BRIGHT.SPARK
BRANDGUARDIANSHIP/FREEDOM
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BRANDGUARDIANSHIP/FREEDOM
BRIGHT.SPARK
Foreword These branding guidelines have been designed to introduce and help you apply the GMIT Students’ Union brand and corporate identity. Whether you are a member of staff, student or a supplier of services, which encounter usage of the GMITSU brand, you must follow these rules.
Table of Contents
Excitement. energy. spontaneity. self-confidence. Vitality.
BRIGHT.SPARK Brand Elements The basic elements of the GMITSU corporate identity and its sub-brands are: • The GMITSU logotype • Bright.Spark • The GMITSU wordmark/namestyle • The corporate colours • The corporate typeface
The GMITSU identity is made up of a combination of these elements which are used in a variety of applications. These guidelines will explain how to use the elements so that the style and brand are used in the correct way.
Every application must maintain the ‘look and feel’ of the identity and be well designed.
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The GMITSU Logotype
Do not try to alter any aspect of the GMITSU logotype. Do not try to recreate it. Use only the logotype which has been supplied and approved!
The GMITSU logotype is unique and is the most important element of the identity. The logotype is composed of ‘BRIGHT.SPARK’ and the signature GMITSU initials. The various logotype versions are laid out and explained in this section. They can be obtained in a variety of file formats including: EPS, JPEG, TIFF and PNG files.
Please study this section before using the logotype.
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Masterbrand Logotype
GALWAY CAMPUSES
BRIGHT.SPARK MASTERBRAND ELEMENTS
Bright.Spark
Wordmark/Namestyle
Signature Initials
Sub-Brand
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GMITSU Signature Initials
GALWAY CAMPUSES
GALWAY CAMPUSES GMITSU Compact Initials
GALWAY CAMPUSES
GMITSU Galway Campuses Logo
JUNIOR BRANDING GALWAY CAMPUSES
GALWAY CAMPUSES
Flat Colour Mix
GALWAY CAMPUSES
Black/White
Colour Behaviour
GALWAY CAMPUSES
DO NOT...
When reproduction constraints dictate, refined colour treatment may be applied to the logotype : Flat Colour Mix •
Embroidery
•
Screen Printing
•
Murals
•
Vehicle Livery
...introduce another typeface into the brand. The brand utilises a defined palette of typefaces and colours; these must be Black/White GALWAY CAMPUSES adhered to. Do not introduce any other typeface or colour, which • Black/White Data Printing has not been specified in this • Newsprint manual.
GALWAY CAMPUSES
•
Fax/Memo Sheets
GALWAY CAMPUSES
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Brand Protection Zone
Positioning
•
Basic unit is measured as x height of Bright-Spark’s head
•
•
No text, rules, picture edges, trim or folds should encroach into this space
The preferred position for the Logotype is at top or bottom right within artwork, normally with a 20 mm border from the edge on A4 documents.
GALWAY CAMPUSES
•
However, the Logotype should not be placed where the minimum distance from the trim or fold edge is less than double the x-height.
Breakaway Graphic Devices
REMEMBER...
The yellow dot may be used as a breakaway graphic device. It may act as a supporting identifying mark to the Logotype - but must always be accompanied by a variant of the Brand Mark e.g. front of shirt may have GMITSU Signature Initials/Namestyle and back may have yellow dot.
•
The Logotype appears only in the versions specified in this manual. Bright.Spark never appears without a namestyle
•
The GMITSU or sub-brand variant namestyle does not appear on its own
•
Colour configurations other than those specified in this manual should not be used
•
Do not allow the Logotype to become transparent
•
Always reproduce Bright.Spark in the horizontal format
•
Do not let any words or shapes appear within the protection zone
GALWAY CAMPUSES • Do not reconfigure the Logotype •
Do not reproduce the Logotype in a distinctive box or shape
•
Minimum height of Logotype is 12mm
•
Do not include the Logotype within another logo. This can lead to the Logotype being reproduced below the minimum size, and without the exclusion area being maintained
•
Use only one Logotype variant of the Brand Mark at a time.
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CBar Logotype
CBar Junior Brands
CBAR Signature Initials
CBAR Compact Initials
CBAR Stacked Campus
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Every application must maintain the ‘look and feel’ of the identity and be well designed.
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Brand Colours There are three main corporate colours which should be reproduced as accurately as possible in whichever medium they are used.
SU.RED
SU.YELLOW
CBAR.GREEN
Blue
Magenta
Grey
Pantone 485C C:00 M:95 Y:100 K:00 R:135 G:39 B:31
Pantone 1235C C:00 M:25 Y:91 K:00 R:235 G:188 B:53
Pantone 377C C:45 M:00 Y:100 K:24 R:141 G:160 B:41
Pantone 302C
Pantone Rubine Red
Black @ 90%
C:100 M:25 Y:0 K:50
C:00 M:100 Y:15 K:4
C:00 M:00 Y:00 K:90
R:0 G:83 B:125
R:187 G:0 B:105
R:64 G:64 B:64
The GMITSU brand typeface families are: FF Bau, Helvetica Neue & Arial.
N.B. Euro Sans Serif is to be used for Euro symbol only. Arial preferred for on-screen use.
A number of weights have been selected for
You can use FF Bau and Helvetica Neue for
use throughout the organisation (see below).
headings and body text, but DO NOT mix
However, you can use any weight within these
the two typefaces – use one or the other. No
families (depending on typeface licensing
other typeface(s) should be used alongside or
restrictions). The one you use will depend
independently of FF Bau, Helvetica Neue or
on the needs and emphasis of your particular
Arial.
communication material.
FF Bau
Helvetica Neue
ABCabc ABCabc ABCabc ABCabc ABCabc ABCabc FF Bau Bold
Helvetica Neue Black
FF Bau Medium
Helvetica Neue Regular
FF Bau Regular
Helvetica Neue Light
www.fontshop.com
Typography
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The GMITSU brand typeface families are: FF Bau, Helvetica Neue, Arial and Euro Sans Serif. •
•
•
Avoid the use of jargon and acronyms, especially in communication aimed at the general public. It is important to take the target audience into account and, where appropriate, make material available in large print or audio media. On most GMIT Students’ Union documents such as memos, handbooks and letters the font size is 10pt with 16pt leading. As a general rule however the font size should be no smaller than 8pt, but for large-print material a minimum of 14pt is recommended. When typesetting use at least a 2pt linefeed (leading space between lines) ie. 9pt type size to be set on a minimum linefeed of 11pt.
•
Type should range left or range right.
•
Consider the information being communicated and set type size and weight for clarity & legibility.
•
Images should be chosen carefully. Usage will depend on the message being conveyed.
•
The website address and contact telephone number should be included on all marketing material.
For those with visual impairment the following advice should be considered: Type size
Line length
A minimum size of 14pt is recommended for
Allow 50-65 characters, inclusive of spaces,
people with a visual impairment.
per line.
Type weight
Justification
Use a medium or bold weight.
Range left type with ragged right hand margin.
Type style
Hyphenation
Avoid italics and excessive use of capital
Don’t split words at the end of lines
letters as these letterforms affect the outline
Layout
shape of words and are therefore more difficult to read.
Keep layout clean and logical. Provide contents lists and plenty of clear headings.
Reversing out
Break text into shortish paragraphs with
Only reverse type out of a background
adequate space between and around them.
colour if the face is clear, bold enough and
Columns
large enough not to break up or fill in with ink. Ensure a good contrast between white lettering and the background colour. Letter spacing Ensure adequate even spacing between letters, they should never appear to touch. Word spacing Keep word spacing even. Don’t condense or stretch lines of type to fit a particular measure.
Allow adequate space between columns, use rules to separate them, don’t use designs with uneven column widths. Pictorial material Always use strong image, that convey vibrancy and echo the brands personality.
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The Language of Bright.Spark
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PAPER LINE Every application must maintain the ‘look and feel’ of the identity and be well designed.
GMIT Students’ Union official correspondence is highly visible and it is important that every member of staff follows and applies the guidelines. Do not try to alter any aspect of the GMIT Students’ Union stationery paper line and do not try to recreate it. Stationery paperline items consist of the following: •
Letterhead & Continuation Sheet
•
Compliments Slip
•
Business Card
Paper stock should be of good quality and contain no third-party watermarking. Business card stock and other material should be chosen to match paper stock.
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1 Letterhead 2 Continuation Sheet 3 Compliments Slip 4 Generic Business Card 5 Personalised Business Card
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Use of imagery is required in everyday
friendly colours set the overall tone.
GMITSU Communications. These
Use of effects to support the desired
images are portrayed in a realistic,
natural atmosphere is encouraged and
journalistic style and employ expressive
exciting, large images can be cropped
motifs that appear naturally and
and trimmed to interpret the content
random rather than posed. The photos
and present new perspectives. The
convey an impression of excitement,
overall effect is a modern, positive photo
energy, spontaneity, self-confidence
style that, despite its varied content
and vitality. With the exception of a few
and excitement, has a calm and clear
well-founded instances, colour photos
appearance.
are used. Natural light along with bright,
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Use of photography is required!
GMITSU Sports & Social
GMITSU
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WELFARE
GMITSU Sports & Social
GMITSU
WELFARE
GMITSU Clothing Line Selected Styles GMITSU Sports & Social
APPAREL GMIT Students’ Union apparel is worn with pride and energy. It is fashionable yet uniform. Although each item of clothing is commissioned for a different purpose, certain guidelines must be adhered to: •
GMITSU ‘Bright-Spark’ always appears on the left breast Sports & Social
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Embroidery is preferred
•
Flat colour must always be used
•
Using artwork in white-out is permitted
•
Do not use a typeface, other than those recommended for use within these guidelines
Remember our Primary Colours
SU.RED
SU.YELLOW
CBAR.GREEN
PRESIDENT
GMITSU
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SAMPLE PRINTED MATERIAL
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CBAR_2011_COVER.indd 1
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01/09/2011 00:12:07
gmitsu_4p
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1.indd 1
31/08/201
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Further Information These branding guidelines have been designed to introduce and help you apply the GMIT Students’ Union brand and corporate identity. If you require any further information, logotypes, documentation or templates, then please contact our Marketing Team: Brendan Kenny Communications GMIT Students’ Union Galway Mayo Institute of Technology, Dublin Road, Galway.
www.gmitsu.ie Rev 01