Phoenix College
Graphic Identity Guide Revised April 2006
Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Phoenix College Mark . . . . . . . . . . . . . . . . . . . . . . . . 5 Phoenix College Mark: Acceptable Configurations . . . . . . . . . . . . . . . . . . . . . 6 Phoenix College Mark: Unacceptable Configurations . . . . . . . . . . . . . . . . . . 7 Phoenix College Mark: Size and Isolation Area . . . . . . . . . . . . . . . . . . . . . . . .8 Pride Mark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Pride Mark: Acceptable Configurations . . . . . . . . . . 10 Pride Mark: Unacceptable Configurations . . . . . . . . 11 Pride Mark: Size and Isolation Area . . . . . . . . . . . . . 12 Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Use of Affirmative Action & EEO Statement or Clause . . . . . . . . . . . . . . . . . . . . 15 Correspondence . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Letterhead & Second Sheet . . . . . . . . . . . . . . . . . . 18 Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Labels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Elements of our Identity Every aspect of our institution—from campus architecture, signage, or apparel to events in the classroom and in the community—reflects the quality and character of Phoenix College. A clear understanding of our visual elements—from the university signature to our colors and our choices of type— forms the foundation for the success of our graphic identity.
Introduction Purpose The following pages contain detailed instructions and guidelines for implementing the Phoenix College identity system in a variety of applications. The purpose of this Graphic Identity Guide is to add consistency to every level of printed communication. This consistency, over time, will provide students, staff, faculty, community partners, and the general public with a clear impression of who we are, as each piece of communication relies upon and compliments the established image guidelines. Benefits The benefits of adhering to an identity system are far-reaching in the marketplace. Consistency in the presentation of the Phoenix College image will build stability and raise the level of recognition in our constituents as well as the community at large. Therefore, we ask our staff and partners to adhere to the standards in this guide to promote and support the College’s image. The strength of this system relies upon your consistent implementation. Do not hesitate to ask the Office of Institutional Advancement if there are any areas requiring further explanation.
GRAPHIC IDENTITY GUIDE | Phoenix College
Phoenix College Mark Components The primary Phoenix College Mark is comprised of four important elements:
Components Identified
BOOKS
BUILDINGS
HOMES
TRUSTMARK
• The Buildings represent the business, service, municipal, healthcare, and non-profit organizations whose workforces we educate and retrain. It also acknowledges our strategic proximity to the downtown corridor. • The Books represent our reason to exist— education and the sharing of knowledge. • The Homes represent the neighborhoods our students live in and the diverse educational needs they bring to us—college degree, career training, acquiring new skills, and personal enrichment. • The Trustmark, “Go far, close to home.” tells our community they can begin their journey toward fulfilling their lifelong goals and aspirations right here in their own community. The Mark The Phoenix College Mark is designed to represent all areas of the college, with the exception of the Pride Mark (see page 8). Separate marks for individual departments and programs are not permitted. Marks must never be re-created. Always use the approved electronic art, available online or through the Office of Institutional Advancement. To offer maximum flexibility when applying the identity to different communications, four approved versions of the Phoenix College Mark are available. See acceptable mark configurations on page 6. Placement The Phoenix College Mark should be used on all college publications, printed materials and web pages in a prominent location. All program or department materials should include the Phoenix College Mark on the front cover. Questions regarding the proper use of the Mark in publications should be directed to the Office of Institutional Advancement at (602) 285-7860.
GRAPHIC IDENTITY GUIDE | Phoenix College
Phoenix College Mark: Acceptable Configurations Stacked Marks
To offer maximum flexibility when applying the identity to different communications, four approved versions of the Phoenix College Mark are available. The stacked Mark with trustmark is the preferred configuration, however any of the shown versions are acceptable. The stacked Phoenix College Mark with trustmark is the preferred configuration. The Phoenix College Mark may be used without the trustmark, although it makes a more effective brand when both components are used together.
Horizontal Marks
Also, shown is the preferred configuration for horizontal orientations. The Phoenix College Mark may be used without the trustmark, although it makes a more effective brand when both components are used together. If the Mark appears over color backgrounds the Mark should be reversed in white. Please use the Mark that best stands out on the backgrounds (keep in mind that even in a full-color piece, it may be the black Mark).
Reversed Marks Note: Any of the above approved configurations may be reversed in white when place logo over dark colors or photographs.
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Phoenix College Mark: Unacceptable Configurations The Phoenix College Mark may not be altered in any way. Any changes to the Mark will diminish its impact and will detract from the consistent image of the Phoenix College brand. The illustrations below show some, but not all, of the incorrect uses of the Phoenix College Mark.
Do not separate the icon from the Phoenix College label.
Do not change the typeface.
Do not change the color of the Mark.
The Mark colors should never be mixed.
Do not change the perspective of the Mark.
Do not stretch or change the height to width ratio.
Do not add drop shadow to Mark.
Do not screen or create watermarks out of the Mark.
Do not “wallpaper� the Mark.
GRAPHIC IDENTITY GUIDE | Phoenix College
Phoenix College Mark: Size and Isolation Area Minimum Size with Trustmark Minimum size usage for the stacked Phoenix College Mark is 1.1875" wide.
Minimum Size Logo with Trustmark
Minimum size usage for the horizontal Phoenix College Mark is 1.50" wide. Minimum Size without Trustmark Minimum size usage for the stacked Phoenix College Mark is .75" wide.
1.1875"
Minimum size usage for the horizontal Phoenix College Mark is 1.25" wide.
1.50"
Minimum Size Logo without Trustmark
.75"
Minimum Isolation Area The Phoenix College Mark should always be isolated from other elements such as type and images. This will preserve the Phoenix College Mark’s visibility and legibility. Shown below is the minimum amount of space for separating the Phoenix College Mark from other elements. Please consider using more space around the Mark whenever possible.
1.25"
Isolation Area
X
X
X X
X
GRAPHIC IDENTITY GUIDE | Phoenix College
Color Palette The Phoenix College color palette can be distinguished into three primary colors, which are used in the Phoenix College Mark and Pride Mark. The Blue and Gray color are used as the two primary colors in marketing materials. The Gold should be used only as an accent color. The official color for the Phoenix College Mark is Pantone® 648. No other colors should ever replace the designated Phoenix College Mark colors specified. Color Palette
When printing a one or two color job not using one of the approved colors, use the white reversed Mark. Production Notes For accurate color, use Pantone® Color Formula Guide.
PANTONE® 648
PANTONE® Warm Gray 8
PANTONE® 1225
Do not use this page for accurate color matching.
Primary Color Palette Color
Pantone
CMYK
RGB
HEX
Blue
648
100/62/0/52
0/43/94
#002B5E
Gray
Warm Gray 8
0/9/16/43
148/135/122
#94877A
Gold (used as accent)
1225
0/17/62/0
250/201/61
#FAC93D
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Typography Universe LT Std Universe 45 Light Universe 45 Light Oblique Universe 65 Bold Universe 65 Bold Oblique
Century 725 BT
Typography is another important element to the overall visual impact and should be used consistently. The typefaces shown mix-and-match well. The intent is to have as much design freedom as desired within the confines of the two font families. The use of Universe LT Std varies from running text in correspondence to subheads. Its proper usage is specified according to the application. The use of Century 725 BT is primarily for headlines and subheads.
Century 725 Roman Century 725 Italic Century 725 Bold
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How it all works No single element or application defines the identity system for Phoenix College. Instead, it is the sum of many elements that, when used consistently over time, work together to establish the whole. The examples that follow are snapshots of the various formats for business papers and publications.
College Business System This section of the guide illustrates how the elements should appear in stationery, business collateral and other applications. This basic set of guidelines helps to ensure that each of the elements will be used consistently and correctly. [Show Phoenix College Stationery suite]
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Business Cards
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Letterhead & Second Sheet
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Envelopes
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Labels
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College Pride References for production of publications, information about policies and contact at Phoenix College.
Pride Mark Intention The secondary Mark or “pride” Mark was created primarily for internal community building and for student life, athletic and alumni uses. Athletics has used it on football helmets and coaches’ shirts, offices are wearing it on polo shirts, and the Alumni Association has adopted it as their new symbol.
Components Identified
PAWPRINT
P
C
Components It recognizes our history and tradition using a symbol of the college mascot – the bear. • The Swirls forming a P and a C represent personal development as a lifelong journey. • Pawprint symbolizes the bear as the represented college mascot. Questions regarding the proper use of this Mark should be directed to the Office of Institutional Advancement at (602) 285-7860.
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Pride Mark: Acceptable Configurations Colored Pride Marks
To offer maximum flexibility when applying the identity to different communications, several approved versions of the Pride Mark are available.
Reversed Pride Mark
PC Pride and Bears Spirit
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Pride Mark: Unacceptable Configurations The Pride Mark may not be altered in any way. Any changes to the Mark will diminish its impact and will detract from the consistent image of the Phoenix Community College brand. The illustrations below show some, but not all, of the incorrect uses of the Pride Mark.
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Pride Mark: Size and Isolation Area Identify correct configurations before size and isolation can be determined.
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Additional Information References for production of publications, information about policies and contact at Phoenix College.
Use of Affirmative Action & EEO Statement or Clause EEO Clause Phoenix College and the Maricopa County Community College District are EEO/AA institutions. EEO Policy Statement It is the policy of Phoenix College and the Maricopa Community Colleges to promote equal employment opportunities through a positive continuing program. This means that Maricopa will not discriminate, nor tolerate discrimination, against any applicant or employee because of race, color, religion, gender, sexual orientation, national origin, age, disabled or veteran status. Additionally, it is the policy of Maricopa to provide an environment for each Maricopa job applicant and employee that is free from sexual harassment, as well as harassment or intimidation on account of an individual’s race, color, religion, gender, sexual orientation, national origin, age, disabled or veteran status.
Maricopa’s Equal Employment Opportunity (EEO) Policy Statement or EEO Clause must appear in all major publications distributed to employees, students and applicants. These publications include, but are not limited to, catalogs, handbooks, schedules, policy manuals, recruitment publications, advertisements (internal and external) and application forms (employee and student). The EEO Clause maybe used in situations with limited space. The EEO Policy Statement is the perferred statement, use this statement whenver possible on marketing publications. The Programs Statement should be used on all emrollment publications can be used in substitution of the EEO Policy Statement. Copies of these documents are available in the Advancement Office and at the District EEO/ Affirmative Action (AA) Office, as well as the web site: www.dist.maricopa.edu/legal
Programs Statement Phoenix College and the Maricopa County Community Colleges do not discriminate on the basis of race, color, religion, national origin, sex, sexual orientation, handicap/disability, age, or Vietnam era/disabled veteran status in employment or in the application, admission, participation, access and treatment of persons in instructional programs and activities.
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