forte raising awareness reducing waste
BRAND IDENTITY MANUAL
TARGET AUDIENCE
PROFILE
Since fortĂŠ is a campus recycling program, the target
FortĂŠ is a recycling organization at Ferris State University
audience will include the students, staff, and faculty of
geared to provide the students, faculty, and staff with
Ferris State University.
an easy way to recycle. Success in this program will be dependent on developing relationships with the students, volunteers, and community to get participation. The organization will inform, educate, promote and encourage recycling efforts and will provide many recycling locations as possible to create opportunity. Since this organization is new, involvement is the number one key to success. By having a recycling program at Ferris, it will get students and staff involved in something that will help the environment. Sustainability is the capacity to endure a long-term maintenance of responsibility.
TABLE OF CONTENTS Identity.................................................................... 10—21 Business System............................................... 24—29 Environmental Graphics.................................32—35 Applications........................................................38—44 Process.................................................................. 48—53
IDENTITY Primary Mark................................................................ 10 Secondary Mark............................................................11 Clear space & size requirements.................12—13 Tagline.............................................................................. 14 Color Palette..................................................................15 Unacceptable color treatment.............................16 Black/Grayscale guidelines....................................17 Unacceptable mark treatment.............................18 Typography....................................................................19 Avatar............................................................................. 20
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Identity
identity
PRIMARY MARK
SECONDARY MARK
The primary mark is used on the majority of applications,
The secondary mark is used in addition to the primary
including print, web and environmental graphics. The
mark on certain applications such as the business
mark consists of two parts: the logotype and the
system, environmental graphics, and print applications.
triangles in the shape of an accent mark. The triangles can be used as an independent element but the logotype cannot exist without the accent mark.
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Identity
Identity
CLEAR SPACE
SIZE
It is important that the logotype doesn’t come too close
It is important not to lose legibility of the wordmark and
to the symbol for visibility reasons. It also is important
symbol. Do not use the wordmark on applications where
for the mark to be separate from the rest of the other
it is not legible.
elements on the page.
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1”
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Identity
Identity
forte TAGLINE
COLOR PALETTE
This organization has one tagline associated with the
The primary color palette consists of black and four
brand. The tagline is used on certain applications such as
colors, which all incorporate the logo. The secondary
environmental graphics to attract attention to the brand
color palette consists of white for a secondary logo color
and make the viewer want to learn more.
and a green for when the logo is placed on a color.
raising awareness reducing waste
Black CMYK 0,0,0,100 RGB 0,0,0 HEX#000000
PMS 368 CMYK 57,0,0,100 RGB 0,0,0 HEX#7AC143
PMS 381 CMYK 29,0,100,0 RGB 193,216,47 HEX#D6E03D
White CMYK 0,0,0,0 RGB 255,255,255 HEX#FFFFFF
PMS 2915 CMYK 59,7,0,0 RGB 84,188, 235 HEX#54BCEB
PMS 158 CMYK 0,61,97,0 RGB 245,128,37 HEX#F58025
PMS 109 CMYK 0,10,100,0 RGB 255,221,0 HEX#FFDD00
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Identity
Identity
UNACCEPTABLE COLOR TREATMENT
BLACK/GRAYSCALE GUIDELINES
These are examples where the logo has been manipulated
The wordmark will be all black when used on certain
incorrectly and should not be used on any applications.
applications and grayscale on others.
There is to be no outlining of type, no mixing colors, and no random colors for the secondary mark.
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Identity
Identity
UNACCEPTABLE MARK TREATMENT
TYPOGRAPHY
These are examples where the logo has been
Futura is the only typeface associated with the brand.
manipulated incorrectly and should not be used on any
I used Futura because it is a geometric sans-serif
applications. There is to be no tilting of the logotype and
modern typeface. There are two different weights used
no distorting type. Also, pieces are not to be removed
throughout my system.
from the logotype.
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forte forte raising awareness reducing waste
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A B CD E F GH I J K L M N OP QR ST U V W X Y Z abcdefghijklmnopqrstuvwxyz
aste
ing w
duc s re s e n are g aw raisin
Futura Light
Futura Bold
A BC D EFGH IJK LMN O PQ R ST UV W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
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Identity
Identity
AVATAR To bring the brand more “aliveâ€? the avatar would consist of the name fortĂŠ with no accent mark, then slowly it comes together as a whole to represent the different components that make a sustainable lifestyle.
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BUSINESS SYSTEM Business Cards.................................................. 24—25 Letterhead............................................................26—27 Envelope............................................................... 28—29
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Business System
Business System
BUSINESS CARDS For my business cards, I incorporated both the primary and secondary logo on the front and the back. There are four different color cards associated with the four colors that make up the secondary logo.
2”
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1.5” 3.5”
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JOE SM ITH Program Organize r 1403 S. State Str eet Big Rapi ds MI, 49 307 231. 555. 8215 joesmith@ forte.com w w w.fo rte.com
forte forte forte forte raising awareness reducing waste
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waste
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JOE SMITH Program Organizer 1403 S. State Street Big Rapids MI, 49307 231. 555.8215 joesmith@forte.com www.forte.com
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Business System
Business System
LETTERHEAD The letterhead is kept quite simple with the primary logo on the top left corner, and then the contact information on the bottom to separate it from the body copy.
forte January 16, 2012 Joe Smith Forte 1403 S. State Street Big Rapids MI, 49307
Dear Joe: The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail next paragraph. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader’s time. Thank You,
Kara Cox
231.555.8215
1403 S. State Street Big Rapids MI, 49307
www.forte.com
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Business System
Business System
ENVELOPE The envelope consists of an open-end with the brandmark on the front and then on the back incorporating the secondary logo
1403 S. State Street Big Rapids MI, 49307
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ENVIRONMENTAL GRAPHICS Banners...........................................................................32 Recycling Bins.............................................................33 Pick-up Vehicles......................................................... 34 Apparel............................................................................35 Reusable Bags.............................................................35
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Environmental Graphics
Environmental Graphics
BANNERS
RECYCLING BINS
Since this is a new organization, awareness to the
The bins are clearly labeled to make recycling convenient
program is very important. By getting the word out there
to students. There also is a waste option so you think
in the community about the organization, it will make
twice about what you are throwing away. The bins are
people want to be involved.
made from 100% recycled materials.
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Environmental Graphics
Environmental Graphics
PICK-UP VEHICLES
APPAREL & REUSABLE BAGS
The transport vehicles are used to take recycled goods
T-shirts and recycled bags are given away to students
from on campus to the recycling center off campus.
that become members.
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APPLICATIONS Brochure............................................................... 38—39 Website..................................................................40—41 iPhone App.................................................................. 43 Social Media................................................................. 44
Applications
Applications
BROCHURE This brochure will be handed out to students around campus with information on what can be recycled, where it can be recycled, and information about the website and mobile application.
WHAT CAN BE RECYCLED?
PLASTIC A coding system has been developed to help consumers identify different types of plastic resins used in packaging. The codes can be found on the bottom of most plastic containers. Of the many types of plastics used in packaging, two types of plastic from household trash are commonly recycled today.
BITUMINOUS LAB
OAK STREET
ALUMNI BUILDING PRAKKEN WEST BUILDING BUILDING
N
MCKESSY HOUSE
SCIENCE CHILLER COMPLEX SCIENCE BUILDING WILLIAMS ARTS & SCIENCES AUD. COMMONS
PERRY STREET
PIZZA KING
COPY CENTER
FERRIS DRIVE
US CAMP
CRAMER DRIVE
DRIVE
205 AVENUE
NORTH CIR
TH
BUSINESS BUILDING
PUTERBAUGH HALL
CLE
D
BON BOND HALL
PICKELL DRIVE SOUTH WARD COMMONS/ HALL ROCK CAFE
Recycling decreases emissions of greenhouse gases that contribute to global climate change. Recycling conserves natural resources such as timber, water, and minerals.
HILLSIDE DRIVE
P
SOCCER FIELDS
53 KNOWL
LVIEW
DRIVE
BROPHY HALL KNOLLCREST COMMONS
TRAVIS CIRCLE
MERRIL HALL
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61 MCNERNEY HALL
61
TRAVIS HALL
VE
KNOWLLVIEW DRIVE
DRI EW LLVI
SOUTH CAMPUS AP ARTMENTS
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GENERAL SERVICES BUILDING
W.
KNO
M DRIVE
MILLER HALL
HEAVY EQUIPMENT CENTER
25
HORS
PICKELL HALL
SOUTHWEST HEATING PLANT
EWIGLEBEN SPORTS COMPLEX
STR
SOU
ESHOE
TAGGART HALL
HENDERSON HALL
CREATIVE ARTS CENTER
IVES AVE
PINE GROVE SUITES
N
SOUTHWEST COMMONS
SOUTH DRIVE
FAMILY
FINCH CT.
M DRIVE
BISHOP HALL
GENERAL SERVICES ANNEX
EAST CAMPUS SUITES
EAST CAMPUS APARTMENTS
STUDENT RECREATION CENTER
EET
PUBLIC SAFETY
CRAMER CIRCLE
WEST CAMPUS COMMUNITY CENTER 67
NATIONAL ELASTOMER CENTER
JOHNSON HALL
BIRKHAM HEALTH CENTER
TOP TAGGART FIELD
WEST COMMONS
CRAMER HALL
CARDINAL CT .
CLARK HALL
DRIVE
STADIU
ROBIN CT.
Recycling saves energy.
QUAD
MUSIC CENTER
SWAN BUILDING
INTERDISCIPLINARY RESOURCE CENTER
FERRIS DRIVE
WEST CAMPUS APARTMENTS
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WHEELER PAVILION
FERRIS DRIVE
Recycling reduces the need for landfilling and incineration. Recycling prevents pollution caused by the manufacturing of products from materials.
FLITE
TIMME CENTER FOR STUDENT SERVICES
MICHIGAN COLLEGE OF VFS/ ALLIED OPTOMETRY HEALTH
PHARMACY BUILDING
15 MILE ROAD
RANKIN CENTER
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HALLISY HALL
WEST INTRAMURAL FIELD
MASSELINK HALL
CARLISLE HALL
HELEN FERRIS HALL
DRIV
CAM
VANDERCOOK HALL
CART STORAGE KATKE CLUB HOUSE
WOMENS VARSITY SOFTBALL FIELD
ALUMINUM
E
TH NOR
S DRIVE
STARR BUILDING PUS
<--------- TO US 131
CAMPU
MORRISON AVE.
WHY SHOULD YOU RECYCLE? PERRY STREET
raising awareness reducing waste 1403 S. State Street Big Rapids MI, 49307 231.555.8215 www.forte.com
AUTOMOTIVE CENTER
POWER PLANT
CEDAR STREET
HOLIDAY INN
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WARREN STREET
MICHIGAN STREET
CLARK ST.
GRANGER CENTER FOR CONSTRUCTION AND HVACR
FULLER AVE
NORTH STORAGE
Recycling protects and expands US manufacturing jobs and increases US competitiveness.
Aluminum is the most valuable of household recyclables. Aluminum cans are recycled to produce new aluminum cans. By recycling aluminum cans, you are helping to conserve energy in the environment.
Howard Street INSTITUTE FOR CONSTRUCTION EDUCATION AND TRAINING
EAST
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CORPORATE PROFESSIONAL DEV CENTER
Maple Street
DIVISION ST.
Glass is completely recyclable and saves precious energy resources. Recycled glass is made into new beverage bottles, food jars, insulation and other construction materials. Usually, clear glass containers are recycled into new clear glass products, while colored glass containers are recycled into new colored glass products.
GET INVOLVED
LOCATIONS TO RECYCLE
CLARK STREET
GLASS
MISSION Greenforte is a campus recycling program at Ferris State University. It is geared to provide the students, and staff a convenient way to recycle and help the environment. Since this is a new program, we want to educate the students on why recycling is a good idea.
STATE STREET
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Office paper can be recycled into other writing paper, tissue and towel products. Other recyclable materials include magazines, catalogs, and telephone directories. Recycling newspapers saves valuable space in landfills. You can include any inserts such as advertisements or comics.
STATE STREET
PAPER
SPORTS
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NORTHLAND DR.
FOREST HILLS DRIVE
SOUTH STORAGE
RACQUET FACILITY & FITNESS CENTER
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OAK VIEW SUITES
MAPLE GROVE SUITES DAMASCUS ROAD
If you would like to get involved, go to our website at www. forte.com and sign up to become a member or to ger more information about our program. You can also find upcoming events and download our app.
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Applications
WEBSITE The website is a great way for students to gain more information about the program. The website talks about the organization, information on if you want to become a volunteer, locations of recycling bins around campus, and different events happening in the future.
Applications
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Applications
IPHONE APP The app consists of the student signing in through their ferris username. They then can choose to find a bin location or the closest one to them. They can also track their progress of how many items they recycle and compare themselves to other students.
Applications
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Applications
SOCIAL MEDIA This will play a big role in keeping members connected on upcoming events and to get others involved in recycling efforts for Ferris.
PROCESS Naming........................................................................... 48 Mood Boards............................................................... 49 Logo Sketches.................................................... 50—51 Logo Updates.....................................................52—53
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Process
Process
MOOD BOARDS
NAMING
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Process
Process
LOGO SKETCHES
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Process
Process
LOGO UPDATES
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KARA COX | LOGO APPLICATIONS | 2.20.12
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forte raising reducingwaste waste raising awareness awareness reducing
This manual was created by Kara Cox. The typeface used throughout the book was Gotham. It was printed at the copy center in Big Rapids, MI. Š April 2012