Corporate Identity & Graphic Standards Manual
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Table of Contents
Introduction Using The Style Manual 3 Vendor Guidelines 4 Visual Identity 5 Identity Terminology 6
Logo Reproduction Logo & Wordmark 7 Logo Usage 8 Incorrect Logo Usage 9 Color Usage 10 Logo Reproductions 11 Typography 12
Stationary Letterhead 13 Envelope 15 Business Card 16
Signage Vehicle Building
17 18
2
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Using the Style Manual
Websters Bookstore and Cafe introduced a new visual identity program in December, 2007. This manual will help you use the visual identity guidelines easily and accurately. Your careful attention to these specifications will ensure consistent quality. To assist you in producing print and electronic communications, identity components are available for downloading from Websters Identity Program Web site. Visit www.websters.com/identity and choose the items you want to use. File formats are provided for use in commercial printing, desktop publishing, electronic presentation, and internet communication. For more information about the identity guidelines, contact: Websters 128 Allen State College, Pa 16801 Tel 814. 234. 9712 Fax 814.234.1509 elaine@webstersbookstorecafe.com
3
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Vendor Guidelines
Contents of this manual are protected by copyright. All restrictions apply. Design or color alterations to the specifications in this manual are prohibited without the consent of Websters. The bookstore and cafe reserves the right to reject delivery of materials containing unauthorized or incorrect use of the enclosed guidelines. For more information about the identity program, or to receive reproductive artwork and digital files, copyright, trademark and licensing information, contact: Websters 128 Allen Street State College, Pa 16801 Tel 814. 234. 9712 Fax 814.234.1509 elaine@webstersbookstorecafe.com
4
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Visual Identity
Symbology—the art or practice of expression by means of symbols—is the oldest form of visual communication. Over thirty thousand years ago, humans expressed ideas with simple marks chiseled into cave walls. In medieval times, potters marked their pots and herders branded their cattle. The heraldic forms used on shields and banners by the knights of old were a type of visual identity. In the industrial age, logos and marks created recognition for commercial goods. Some of these early trademarks evolved into corporate identifiers still used today. Visual identity has became a powerful positioning tool. Successful identity programs get to the heart of an organization’s uniqueness and express it across the full range of visual communications. Websters will reinforce its growing reputation with a visual identity that conveys are excellence, and energy. Websters Bookstore and Cafe identity on brochures, Web pages, advertisements, and other materials reflects our values, purpose, and vision. A cohesive identity program conveys an image of distinction and strength, building awareness and pride among those connected to the company. In addition to its image-enhancing value, a carefully-managed visual identity program ensures that the company invests its resources in communications that work toward strategic goals. Applying these simple guidelines enables decisions to be made quickly, efficiently, and cost-effectively.
5
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Identity Terminology
These terms are helpful in understanding the components of our visual identity program:
Visual Identity Program A system of visual communications, graphically coordinated in such a way that the public easily identifies Websters Bookstore & Cafe, its constituent parts, and its activities.
Symbol A graphic identifier—one which reflects the organization’s spirit and philosophy—that promotes immediate identification by the public.
Wordmark The institution’s name, designed in a unique and individual style.
Signature Often referred to as the “logo,” the signature is the official graphic arrangement of the symbol and wordmark.
Compatible Typography Typefaces that complement the signature used for supplementary copy, such as address blocks, signage, and advertisements.
Original Artwork Hand prepared by the designer; all reproductions of the image are reproduced photographically or digitally from the original
Reproductive Artwork Samples of the signature in a variety of sizes, digitally reproduced from the original.
6
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Y
Logo and Wordmark
The following logo designs have been approved for use on all cor- This approved artwork replaces all previous representations of the porate communications and are the only versions which may be Websters Bookstore and Cafe logo identity. used without the formal written approval of Websters Bookstore The use of the vertical or horizontal versions should be deterand Cafes president or director of marketing. mined by the needs of your design. Either is acceptable.
Vertical logo
Horizontal logo
7
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Y
Logo Usage
Normal usage of the Websters Bookstore and Cafe logo should the contrary, we wish to establish clear recognition of Websters comply with the following minimum size requirements. The logo Bookstore and Cafe as creatively as possible. should appear in either horizontal or vertical versions shown beShould you have an application which requires a modified usage low. of the identity system, please contact the Director of Marketing. Final logo size will be determined by design requirements, however, it is important that the Websters Bookstore and Cafe identity mark appear prominently in all publications and with enough frequency to assure brand identity. As with all attempts at uniform application, there will be exceptions. Our task here is not to create an infeasible program. On
Minimum Acceptable Logo Size:
Preferred Standard Logo Size:
8
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
Incorrect Logo Usage
The logo should not be reconfigured or combined with other marks.
9
T
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Color Usage
Color usage Strategic use of color creates powerful visual impact and is an immediate signal of quality. Since advancements in technology have made color reproduction more cost effective than it was just a few years ago, Websters Bookstore and Cafe encourages use of the color in the identity program whenever possible.
The official color of Websters Bookstore and Cafe is red and black.
The process color (CMYK) formulas are Red
C 6 M 100 Y 99 K 0
Black
C 0 M 0 Y 0 K 0
Reproducing the Symbol in Black and White Screen values may be adjusted for various printing techniques to maintain tonal differentiation. The example shown here is most widely used. Black
C 0 M 0 Y 0 K 0
Grey
C 0 M 0 Y 0 K 65
10
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Logo Reproductions
11
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Typography
Optima is the selected typeface and should be used as the voice of Websters Bookstore and Cafe.
Optima Optima Regular
abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Optima Italic
abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Optima Bold
abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Optima Bold Italic
abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Optima Extra Black
abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
12
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Stationery Applications
Letterhead Websters Bookstore and Cafe letterhead (shown on the next page) is used for all communications. The logo, postal and electronic address, telephone and fax numbers are placed in the top center. Suggested format for letters is described in the body of the sample letter.
13
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Stationery Applications
3 1/4” 1”
3” 128 S Allen Street State College, PA 16801 814. 234. 9712
Date
Name Title Company Address City, State, Zip Code
Salutation: This letter illustrates the suggested typing format for correspondence using the Websters Bookstore and Cafe letterhead. This font is 10 point Optima. The top is 3”. The left, right, and bottom margins are 1”. After typing the date, make three hard returns and type the name and address block. Hit three hard returns and type the salutation. Make two hard returns and begin the letter text. Make two hard returns to start each new paragraph. Two hard returns after the final paragraph, type the complimentary close, and allow four-to-six returns before typing the name and title. Make two hard returns before typing the optional writer’s and two more hard returns before the enclosure and copy information. Complimentary close,
Name of sender Title Writer’s Enclosure CC:
60% of the original size
14
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Stationery Applications
Envelope Set the top margin at 1 3/4” and the left margin at 3”.
3”
1 3/4”
128 S Allen St State College, PA 16801 814. 234. 9712 Name Organization Address City,State, Zip Code
15
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Stationery Applications
Business Card
Josh Ferko President
128 S Allen Street State College, PA 16801 814. 234. 9712 jferko@ceinetworks.com
16
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Signage
Vehicle These examples demonstrate appropriate use of the signature.
17
Y
W
E
B
S
T
E
R
S
B
O
O
K
S
T
O
R
E
A
N
D
C
A
F
E
•
C
O
R
P
O
R
A
T
E
I
D
E
N
T
I
T
Signage
Building
18
Y