forte raising awareness reducing waste
BRAND IDENTITY MANUAL
TARGET AUDIENCE Since fortĂŠ is a campus recycling program, the target audience will include the students, staff, and faculty of Ferris State University.
PROFILE FortĂŠ is a recycling organization at Ferris State University geared to provide the students, faculty, and staff with 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
PRIMARY MARK The primary mark is used on the majority of applications, including print, web and environmental graphics. The mark consists of two parts: the logotype and the 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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SECONDARY MARK The secondary mark is used in addition to the primary mark on certain applications such as the business system, environmental graphics, and print applications.
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Identity
CLEAR SPACE It is important that the logotype doesn’t come too close to the symbol for visibility reasons. It also is important for the mark to be separate from the rest of the other elements on the page.
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SIZE It is important not to lose legibility of the wordmark and symbol. Do not use the wordmark on applications where it is not legible.
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Identity
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This organization has one tagline associated with the
brand. The tagline is used on certain applications such as environmental graphics to attract attention to the brand and make the viewer want to learn more.
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Identity
COLOR PALETTE The primary color palette consists of black and four colors, which all incorporate the logo. The secondary color palette consists of white for a secondary logo color and a green for when the logo is placed on a color.
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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UNACCEPTABLE COLOR TREATMENT These are examples where the logo has been manipulated incorrectly and should not be used on any applications. There is to be no outlining of type, no mixing colors, and no random colors for the secondary mark.
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Identity
BLACK/GRAYSCALE GUIDELINES The wordmark will be all black when used on certain applications and grayscale on others.
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Identity
UNACCEPTABLE MARK TREATMENT These are examples where the logo has been manipulated incorrectly and should not be used on any applications. There is to be no tilting of the logotype and no distorting type. Also, pieces are not to be removed from the logotype.
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Identity
TYPOGRAPHY Futura is the only typeface associated with the brand. I used Futura because it is a geometric sans-serif modern typeface. There are two different weights used throughout my system.
Futura Light
ABC DEFGHI JK L MNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Futura Bold
AB C DE F GHI JKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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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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Identity
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BUSINESS SYSTEM Business Cards.................................................. 24—25 Letterhead............................................................26—27 Envelope............................................................... 28—29
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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.
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JOE SMITH Program Or
ganizer 1403 S. St ate Street Big Rapi ds MI, 49 307 231. 555. 8215 joesmith @for te.co m ww w.fo rte.com
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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
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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
Business System
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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
Business System
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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
BANNERS Since this is a new organization, awareness to the program is very important. By getting the word out there in the community about the organization, it will make people want to be involved.
Environmental Graphics
RECYCLING BINS The bins are clearly labeled to make recycling convenient to students. There also is a waste option so you think twice about what you are throwing away. The bins are made from 100% recycled materials.
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Environmental Graphics
PICK-UP VEHICLES The transport vehicles are used to take recycled goods from on campus to the recycling center off campus.
Environmental Graphics
APPAREL & REUSABLE BAGS T-shirts and recycled bags are given away to students that become members.
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APPLICATIONS Brochure............................................................... 38—39 Website..................................................................40—41 iPhone App.................................................................. 43 Social Media................................................................. 44
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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. PAPER
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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. GLASS 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.
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ALUMINUM 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.
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Applications
MISSION
GET INVOLVED
LOCATIONS TO RECYCLE CORPORATE PROFESSIONAL DEV CENTER
Maple Street
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.
BITUMINOUS LAB
Howard Street INSTITUTE FOR CONSTRUCTION EDUCATION AND TRAINING
OAK STREET
ALUMNI BUILDING PRAKKEN WEST BUILDING BUILDING
WARREN STREET
MICHIGAN STREET
CLARK ST.
GRANGER CENTER FOR CONSTRUCTION AND HVACR
FULLER AVE
AUTOMOTIVE CENTER
N
POWER PLANT
CEDAR STREET MCKESSY HOUSE
SCIENCE CHILLER COMPLEX SCIENCE BUILDING WILLIAMS ARTS & SCIENCES AUD. COMMONS
PIZZA KING
COPY CENTER
FERRIS DRIVE
US
CIR
TH
BUSINESS BUILDING
PUTERBAUGH HALL
CLE
D
BON BOND HALL
PINE GROVE SUITES
PICKELL DRIVE SOUTH WARD COMMONS/ HALL ROCK CAFE
HILLSIDE DRIVE
P
KNOWL
LVIEW
MERRIL HALL
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DRIVE
61 MCNERNEY HALL
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TRAVIS HALL
VE
KNOWLLVIEW DRIVE
DRI EW LLVI KNO
SOCCER FIELDS
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KNOLLCREST COMMONS
TRAVIS CIRCLE
GENERAL SERVICES BUILDING
W.
Recycling decreases emissions of greenhouse gases that contribute to global climate change.
Recycling conserves natural resources such as timber, water, and minerals.
SOUTH CAMPUS AP ARTMENTS
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BROPHY HALL
MILLER HALL
HEAVY EQUIPMENT CENTER
M DRIVE
HORS
PICKELL HALL
SOUTHWEST HEATING PLANT
EWIGLEBEN SPORTS COMPLEX
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ESHOE
TAGGART HALL
HENDERSON HALL
CREATIVE ARTS CENTER
STR
SOU
N
SOUTHWEST COMMONS
STATE STREET
CRAMER DRIVE
DRIVE FAMILY
DRIVE
205 AVENUE
NORTH
SOUTH
SPORTS
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.
CAMPU
QUAD
CAMP
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.
RANKIN CENTER
MUSIC CENTER
TIMME CENTER FOR STUDENT SERVICES
MICHIGAN COLLEGE OF VFS/ ALLIED OPTOMETRY HEALTH
PHARMACY BUILDING
15 MILE ROAD
Recycling saves energy.
FLITE
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
Recycling prevents pollution caused by the manufacturing of products from materials.
E
TH NOR
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HOLIDAY INN
Recycling protects and expands US manufacturing jobs and increases US competitiveness.
STATE STREET
PERRY STREET
PERRY STREET
IVES AVE
STARR BUILDING PUS
<--------- TO US 131
EAST
DIVISION ST.
CLARK STREET
MORRISON AVE.
WHY SHOULD YOU RECYCLE?
S DRIVE
NORTH STORAGE
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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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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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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NAMING
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MOOD BOARDS
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LOGO SKETCHES
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LOGO UPDATES
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Process
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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