Visual Guidelines
May 11, 2018
From the President
A university is a community of diverse opinions and perspectives that as an institution must assume a unified voice. This is especially true for a new university in the process of introducing itself to the city and country it is designed to serve. As we work to build a new model for higher education, rooted in Vietnam, that engages the global challenges of our time, it’s imperative that we communicate our mission and methods as clearly as possible. For many years the bulk of our work remained behind the scenes. Now we must speak to a broad, diverse, and international audience. Over the last year we have crafted the Fulbright public identity to convey our message in the most compelling way possible—to signal both tradition and innovation, rigor and creativity. The following guidelines are an essential tool in developing a coherent identity across all media platforms as we step into the public realm.
Đàm Bích Thủy, President
Fulbright University Vietnam
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Introduction
The following visual guidelines introduce the core design elements of the Fulbright identity and the ways in which they can be used. Every application using these elements should follow the rules contained in these guidelines. For more information on the Fulbright vision, refer to the strategy. For details on our written voice, refer to the voice guidelines.
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Table of Contents
1 2 3 4 5 6
Wordmarks Brandmarks Color Palette Typography Imagery Applications
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1 Wordmarks
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1.1 Primary Wordmark 1.2 Stacked Formal Wordmark 1.3 One-line Formal Wordmark 1.4 Improper Usage
6 11 14 17
5
1.1 Primary Wordmark The Primary Wordmark is the core element of the Fulbright University Vietnam identity. It should appear most commonly and be applied consistently on external communications. It is custom drawn and should never be recreated by typesetting.
The Wordmark is a modern interpretation of the Fulbright Program’s longstanding identity, emphasizing the university’s origins and the legacy it draws upon.
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1.1 Primary Wordmark Minimum Margins and Size For standalone usage, margins are adjusted to the layout and size of the applications. The minimum margin is based on an averaged logo size, which is used as a guide.
Basic Unit The letter “F” from the Wordmark is the basic unit used to determine logo proportion, placement, and margins. However, designers should use their visual sensibility to optically adjust the elements as necessary, based on the application scale and print specifications.
Minimum Size When used in print, the logo must never be scaled below the specified minimum size. 25mm
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1.1 Primary Wordmark Proportion and Placement — Small The Primary Wordmark and the basic unit “F” are combined to determine logo proportion, placement, and application margins. The following rules are used for small-to-medium print applications such as A6, A5, A4, and A3.
Please note this is a general guide and elements should be optically adjusted to each application.
Vertical Format
Fulbright University Vietnam
Horizontal Format
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1.1 Primary Wordmark Proportion and Placement — Medium For applications that require a more impactful logo, a medium logo size can be used. Please note this is a general guide and elements should be optically adjusted to each application.
Vertical Format
Fulbright University Vietnam
Horizontal Format
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1.1 Primary Wordmark Proportion and Placement — Large For standalone usage in print materials, the Wordmark should be centered according to the following rules. Please note this is a general guide and elements should be optically adjusted to each application.
Vertical Format
Horizontal Format
Vertical Centering To accommodate the overhang of the “g”, the logo should be vertically centered using the height of the “i” as the guide.
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1.2 Stacked Formal Wordmark The Formal Wordmark is used when the full name of the university is required and for more formal academic applications such as certificates, legally sanctioned documents, and formal invitations. The Formal Wordmark is provided in two languages to be used accordingly.
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1.2 Stacked Formal Wordmark Minimum Margins and Size For standalone usage, margins are adjusted to the layout and size of the applications. The minimum margin is based on an averaged logo size, which is used as a guide.
Basic Unit The letter “F” from the Wordmark is the basic unit used to determine logo proportion, placement, and margins. However, designers should use their visual sensibility to optically adjust the elements as necessary, based on the application scale and print specifications.
Minimum Size When used in print, the logo must never be scaled below the specified minimum size.
25mm
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23mm
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1.2 Stacked Formal Wordmark Proportion and Placement The Formal Wordmark should only be used for small-tomedium applications and always left-aligned at the top or bottom. Please note this is a general guide and elements should be optically adjusted to each application.
Vertical Format
Fulbright University Vietnam
Horizontal Format
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1.3 One-line Formal Wordmark The One-line Formal Wordmark is a variation on the Stacked Formal Wordmark to be used when the full name of the university is required. It should be centered rather than left-aligned.
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1.3 One-line Formal Wordmark Minimum Margins and Size For standalone usage, margins are adjusted to the layout and size of the applications. The minimum margin is based on an averaged logo size, which is used as a guide.
Minimum Size When used in print, the logo must never be scaled below the specified minimum size.
Fulbright University Vietnam
55mm
50mm
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1.3 One-line Formal Wordmark Proportion and Placement The One-line Formal Wordmark should only be used for small-to-medium applications and always centered at the top or bottom. Please note this is a general guide and elements should be optically adjusted to each application.
Vertical Format
Fulbright University Vietnam
Horizontal Format
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1.4 Improper Usage The Primary and Formal Wordmarks should not be altered in any case. See below for specific examples of improper usage.
Do not place the Wordmark on an angle.
Do not alter the Vietnamese writing of Vietnam.
Do not create an acronym using the characters from the Wordmark.
Do not apply effects to the Wordmark.
Do not type out the Wordmark using Friz Quadrata or other typefaces.
Do not remove parts of the Wordmark.
Do not attempt to create new configurations of any Wordmark. Use only existing configurations.
Do not put images into the Wordmark.
Do not graphically alter the Wordmark.
Do not use multiple colors in the Wordmark.
Do not make patterns out of the Wordmark.
Do not place the Wordmark on images where legibility is diminished.
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2 Brandmarks
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2.1 University Seal 2.2 Casual Mark
19 24
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2.1 University Seal The University Seal is the most formal mark of the Fulbright University Vietnam identity. Its use should be reserved for formal applications. The University Seal is custom drawn and should never be altered or recreated.
A cornerstone of Vietnamese flora, the tamarind tree symbolizes the unique bond between Fulbright and Vietnam, occupying central places both in the FETP courtyard and on the future university campus.
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2.1 University Seal Minimum Margins and Size To ensure maximum legibility, a clear space should be observed around the seal. This space is determined by the height of the seal.
The University Seal is available in two versions, regular-use and small-use. These versions have been optimized and refined for varying scales. The size restrictions indicated below should be followed for optimal appearance.
1/4 X
X
1/4 X
Minimum 32mm wide
Clear Space Measurement The minimum clear space is onequarter of the height of the seal.
Fulbright University Vietnam
Regular-use Seal No maximum usage restriction. Minimum usage is 32mm wide.
Visual Guidelines
20–32mm wide Small-use Seal Maximum usage is 32mm wide. Minimum usage is 20mm wide.
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2.1 University Seal Formal Lock-Up The Formal Lock-Up consists of the University Seal and a Formal Wordmark. The following combination of elements create distinct marks that are the most formal expression of the university's identity. Documents, publications or merchandise displaying these lock-ups imply official sanction by the university.
Stacked Formal Lock-Up
Fulbright University Vietnam
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One-line Formal Lock-Up
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2.1 University Seal Formal Lock-Up Composition The combinations of the University Seal and Formal Wordmarks are carefully considered. The following guides should be observed for consistency.
B S+A
1/2 F
F
S B X X
A
Scale and Centering The height of the Seal is “S + A”. It is vertically centered to “S”. Be mindful that the stroke of the Seal should overshoot, but not the text.
Fulbright University Vietnam
Scale and Centering The width of the Seal is “B”. It is horizontally centered above the full Wordmark at a distance of “X”.
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2.1 University Seal Placement and Relationship with Wordmarks Along with the Formal Lock-Up, the University Seal can be used detached from a Wordmark. See below for specific examples of proper and improper usage.
Proper Usage
Improper Usage
Only use approved lock-up variations with the appropriate Wordmarks. When used as a lock-up, the color should always match.
The Seal can be centered on a page as a standalone element printed, or using a different printing technique, such as blind embossed or watermarked at a more generous scale.
The Seal should never be cropped.
Do not lock-up the seal with the Primary Wordmark or create any other lock-ups that are not approved.
A Seal of similar or smaller scale to a Wordmark can be placed in any corner. In this instance, color and printing techniques of the seal can also differ from the Wordmark.
When using the one-line Formal Wordmark, the Seal can be centered directly above, or centered at the opposite end.
Never use the Seal in multiple colors.
Never sepearate elements from the Seal.
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2.2 Casual Mark The Casual Mark is reserverd for the most informal applications such as merchandise and other schoolaffiliated materials where the Fulbright name is not required. For examples, see Applications p.39.
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3 Color
Fulbright University Vietnam
3.1 Color Palette 3.2 Color Combinations 3.3 Artwork Variations
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3.1 Color Palette The color palette of Fulbright University Vietnam uses Fulbright Blue as primary color, Fulbright Gold as secondary color, and Fulbright Sky as supporting color to be used as a highlight or occasional background color.
Precise matching of all Fulbright colors is essential in all color applications. Do not substitute with other colors, as correct and consistent use reinforces the university’s identity.
Primary
Secondary
Highlight
Neutral
Fulbright Blue Pantone 2146C / 2146U C100 / M72 / Y0 / K20 R 0 / G 25 / B110 # 00196E
Fulbright Gold Pantone 137C / 122U C0 / M22 / Y93 / K0 R 255 / G 173 / B 29 # FFAD1D
Fulbright Sky Pantone 290C / 545U C27 / M0 / Y3 / K0 R206 / G 237 / B 246 # CEEDF6
Fulbright Stone Pantone Cool Gray 2C / 1U C0 / M0 / Y1 / K11 R255 / G 255 / B 222 # E1E1DE
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3.2 Color Combinations Below are the approved color combinations for Fulbright Wordmarks. Fulbright Blue and Gold are utilized for primary usage, while Fulbright Sky is reserved for special occasions.
Two Color
Fulbright University Vietnam
Unless placed on a photo or used in grayscale, the Wordmark should always be accompanied by the presence of Fulbright Blue.
Single Color
Visual Guidelines
Special Use Only
Grayscale
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3.3 Artwork Variations Color variations and formats for each Wordmark and Brandmark has been provided in the Artwork Assets package. Since file types and color spaces are not interchangable, please refer to the following guide to choose the correct artwork for each instance.
File Naming For each provided file, the following naming convention is used: Fulbright_Logotype_Variation_Format_Color
RGB (Digital) For web, e-mail signatures and other digital platforms only.
CMYK (Print) For printing with a four color process.
PMS Coated (Print) For printing with specified Pantone ink on coated material.
PMS Uncoated (Print) For printing with specified Pantone ink on uncoated material.
Fulbright_Primary_Wordmark_RGB_Blue.svg
Fulbright_Primary_Wordmark_CMYK_Blue.eps
Fulbright_Primary_Wordmark_PMS_2146C_Blue.ai
Fulbright_Primary_Wordmark_PMS_2146U_Blue.ai
Fulbright_Primary_Wordmark_RGB_Gold.svg
Fulbright_Primary_Wordmark_CMYK_Gold.eps
Fulbright_Primary_Wordmark_PMS_137C_Gold.ai
Fulbright_Primary_Wordmark_PMS_122U_Gold.ai
Fulbright_Primary_Wordmark_RGB_Sky.svg
Fulbright_Primary_Wordmark_CMYK_Sky.eps
Fulbright_Primary_Wordmark_PMS_290C_Sky.ai
Fulbright_Primary_Wordmark_PMS_545U_Sky.ai
Fulbright_Primary_Wordmark_RGB_Black.svg
Fulbright_Primary_Wordmark_CMYK_Black.eps
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4 Typography
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4.1 Typefaces 4.2 Type Hierarchy
30 32
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4.1 Typefaces The primary serif typeface for Fulbright University Vietnam is Garamond Premier Pro, reserved for formal and editorial settings.
We strongly recommend using the brand typefaces in all circumstances. However, when this is not possible, Garamond Premier Pro can be replaced with Times New Roman.
Garamond Premier Pro Regular ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuv AĂÂBCDĐEÊGHIKLMN OÔƠPQRSTUƯVXY aăâbcdđeêghiklmnoôơ pqrstuưvxy 1234567890.,?!@#&%*
Garamond Premier Pro Italic ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuv AĂÂBCDĐEÊGHIKLMN OÔƠPQRSTUƯVXY aăâbcdđeêghiklmnoôơ pqrstuưvxy 1234567890.,?!@#&%*
Originally designed by Claude Garamond, Garamond Premier Pro is reinterpreted by Robert Slimbach to retain the varied optical size characteristics and freshness of the original designs while creating a practical 21st-century type family.
Garamond Premier Pro is available for download at: https://typekit.com/fonts/garamond-premier
Fulbright University Vietnam
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4.1 Typefaces The primary sans-serif typeface for Fulbright University Vietnam is Halyard Display, used for small headlines, titling information, body copy, and informational text.
We strongly recommend using the brand typefaces in all circumstances. However, when this is not possible, Halyard Display can be replaced with Arial.
Halyard Display Regular
Halyard Display Italic
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuv
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuv
AĂÂBCDĐEÊGHIKLMN OÔƠPQRSTUƯVXY aăâbcdđeêghiklmnoôơ pqrstuưvxy
AĂÂBCDĐEÊGHIKLMN OÔƠPQRSTUƯVXY aăâbcdđeêghiklmnoôơ pqrstuưvxy
1234567890.,?!@#&%*
1234567890.,?!@#&%*
Halyard’s personality is at once familiar and pleasingly distinctive. Distinctiveness is achieved by bringing an almost impetuous vigor to Halyard’s shapes and through a willingness to adapt surprising historical forms into genuinely useful ones, also characteristic of Fulbright University Vietnam’s own practice.
Halyard Display Regular is available for download at: http://typekit.com/fonts/halyard
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4.2 Type Hierarchy Across print materials, type hierarchy and sizes have been carefully considered. As a general rule, when dealing with multiple types of information, limit the amount of elements (weight, size, color) to what is necessary.
Typeface should remain the same at the headline and body level but can change at smaller informational text such as captions and address blocks.
Why Fulbright in Vietnam?
Why Fulbright In Vietnam?
Sub-Headline 2x Body Copy Size
Our Mission
Our Mission
Body Header
Who We Are
Who We Are
Body Copy
The country’s first fully independent, nonprofit university, Fulbright University Vietnam combines the American liberal arts ethos with an innovative pedagogical approach that prioritizes student agency and interdisciplinary thinking.
The country’s first fully independent, nonprofit university, Fulbright University Vietnam combines the American liberal arts ethos with an innovative pedagogical approach that prioritizes student agency and interdisciplinary thinking.
Caption .7x Body Copy Size
Reach 2,000 undergraduates & 135 faculty members by year 10 $20k tuition fees; average institutional aid of 40%
each 2,000 undergraduates & 135 faculty members by year 10 R $20k tuition fees; average institutional aid of 40%
Address Block .7x Body Copy Size
Fulbright University Vietnam Ho Chi Minh City +84 28 38 216 598 fubright.edu.vn info@fubright.edu.vn
Fulbright University Vietnam Ho Chi Minh City +84 28 38 216 598 fubright.edu.vn info@fubright.edu.vn
Headline 3x Body Copy Size
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5 Imagery
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5.1 5.2 5.3 5.4
Campus and Student Life Context Portraits Image Treatment
34 36 38 39
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5.1 Campus and Student Life Imagery that shows an insider’s perspective provides the most important representation of Fulbright University Vietnam. All produced photography should consider the university's intimate and inclusive community, academic collaboration, and active spirit.
Keywords Intimate Genuine Engaging Natural
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5.1 Campus and Student Life Selection, Composition and Editing Less is more: make an impression by sharing only the most compelling images. Below is a guide for properly selecting, composing, and editing images. Images should be high in contrast, bright, naturally lit, and carefully white balanced.
Subject
Style
Mood
Composition
Focus on individuals and/or small groups.
Take candid, genuine, and natural photos.
Evoke an intimate, active, engaging, and collaborative atmosphere.
Have a clear point of focus with generous free space and unexpected angles.
Avoid staged, inauthentic, or old-fashioned poses.
Avoid shots taken from a distance that feel static, impersonal, or one-sided.
Avoid crowded images with a lack of focus that are difficult to read.
Don'ts
Avoid large, indistiguishable groups of people.
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5.2 Context Equally important are supporting images that display the vibrancy of Ho Chi Minh City and the beauty of Vietnam. Showing a variety of perspectives, from sprawling to closeup, ensures dynamic representation.
Keywords Dynamic Optimistic Expansive Vibrant
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5.2 Context Selection, Composition and Editing Select images that communicate optimism and look to the future. Avoid images that are sad or gloomy. Images should feel natural, not overly processed or filtered.
Subject
Style
Mood
Composition
Focus on expansive, aspirational views displaying modern life in Vietnam.
Take documentary-style photos that feel genuine and natural.
Evoke activity and vibrancy.
Favor dynamic, wide-angle shots.
Avoid heavily altered, stock, or touristic images.
Avoid shots taken from a distance that feel overcrowded, chaotic, or messy.
Avoid images that are eye-level and feel like street photography.
Don'ts
Avoid generic, commercial shots that communicate little about Vietnam.
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5.3 Portraits Portraits are an important tool to feature members of the university across platforms (website, student cards, social media). To establish strong and cohesive representation, images should be consistent in quality and tone.
Subjects should be in focus with a blurry multi-tone background. Avoid bright white or single-tone backgrounds. The mood should be positive and natural, never forced, posed, or moody. Images should be close-cropped with comfortable space around. Avoid hands and gestures.
High-Contrast Black and White
Fulbright University Vietnam
Natural Color
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5.4 Image Treatment Considering the wide range of image sources, the following techniques are approved to further enhance cohesion and storytelling.
Full Color
Fulbright Blue and Gold Duo-Tone
Fulbright Blue and Sky Duo-Tone
Black and White
Student life and on-campus photography.
Divider pages and backdrops.
Divider pages and backdrops.
Portraits and historical photography.
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6 Applications
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6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9
Formal Stationery 41 Standard Stationery 42 Mailing 43 Press Kit Materials 44 Apparel 45 Swag and Merchandise 46 Presentation Template 47 Backdrops 48 Street Banners 49
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6.1 Formal Stationery
Look and Feel Only —Final Designs TK
Đàm Bích Thủy, President
Đàm Bích Thủy President
2x4 180 Varick St. 1518 New York NY 10014
Fulbright University Vietnam 2 Hai Trieu St, District 1 Ho Chi Minh City +84 28 38 216 598
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Đàm Bích Thủy, President
Best regards,
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City +84 28 38 216 598
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City +84 28 38 216 598
Fulbright University Vietnam
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6.2 Standard Stationery
Look and Feel Only —Final Designs TK
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City +84 28 38 216 598
Full Name Title 2x4 180 Varick St. 1518 New York NY 10014
Fulbright University Vietnam 2 Hai Trieu St, District 1 Ho Chi Minh City name@fulbright.edu.vn
Dear John, Daut ab il ime poribus aerrunt. Uptae sum imil illaut quos molorum ut dolorum doluptio odit repudam ut ad ercitas pa consed minis quid min corume sequatius, niat aut eribusapid ut atur ratem et, ipsapidicidi berro in et is rent fugia eatur modit assus dolorit, verupite sundem. Pic tore qui que etur repreictore niasitatur sentisq uiaturibus doluptatur andemo odi. ipis eum alique adis sam volor magnis intia cullupt ationsedit, sae volorest quae sinihil ium ut mos quam idel isquasp eliquodi culpa nobiscit expliqui iumet vendite ex everemquid qmos saesciet ad que as et eossum, as ea voloreptio vendis erum hilitat. Daut ab il ime poribus aerrunt.Uptae sum imil illaut quos molorum ut dolorum doluptio odit repudam ut ad ercitas pa consed minis quid min corume sequatius, niat aut eribusapid ut atur ratem et, ipsapidicidi berro in et is rent fugia eatur modit assus dolorit, verupite sundem. Pic tore qui que etur repreictore niasitatur sentisq uiaturibus doluptatur andemo odi. Best regards,
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City +84 28 38 216 598
Full Name Official Title
Fulbright University Vietnam
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6.3 Mailing
Look and Feel Only —Final Designs TK
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City fulbright.edu.vn
Fulbright University Vietnam 11F, 2 Hai Trieu St, District 1, Ho Chi Minh City
2 x 4, inc Att: Full Name Here 180 Varick St. 1610 New York NY 10014
Fulbright University Vietnam
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6.4 Press Kit Materials
Look and Feel Only —Final Designs TK
Funding 2018
Press Release English
Fulbright University Vietnam 11F, Bitexco Financial Tower 2 Hai Trieu St, District 1, Ho Chi Minh City (+84) 28 38 216 598
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Undergraduate 2018
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Why Fulbright in Vietnam?
Over the course of your working life you will be asked to confront global challenges unimaginable today. The future of our country depends on a new generation of citizens prepared to meet the unimaginable. Fulbright University was designed to prepare you for that challenge. Fulbright is rooted in the American university tradition and adapted to the unique conditions of Vietnam. Over the course of your working life you will be asked to confront global challenges unimaginable. The future of our country depends on a new generation of citizens prepared to meet the unimaginable.
Fulbright University Vietnam
Fulbright University Vietnam
Visual Guidelines
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Tại sao lại là Fulbright tại Việt Nam? Trong suốt quá trình làm việc của bạnbạn sẽ được yêu cầu phải đối mặt với những thách thức toàn cầu hiện nay không thể tưởng tượng được. Tương lai của nước ta phụ thuộc vào một thế hệ công dân mới chuẩn bị để đáp ứng những điều không thể tưởng tượng được. Đại học Fulbright được thiết kế để chuẩn bị cho bạn cho những thách thức đó. 2
1 InCites Essential Science Indicators, 2018 World Intellectual Property Organization, 2016
Limited scientific output 1
(Number of scientific citations – in millions) China Japan South Korea Singapore Thailand Malaysia Vietnam Indonesia
2018
20.2 10.3 5.1 1.9 0.7 0.6 0.17 0.15
5
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6.5 Apparel
Fulbright University Vietnam
Look and Feel Only —Final Designs TK
Visual Guidelines
45
6.6 Swag and Merchandise
Fulbright University Vietnam
Look and Feel Only —Final Designs TK
Visual Guidelines
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6.7 Presentation Template
Look and Feel Only —Final Designs TK
Section Title
Date
Fulbright University Vietnam
Subsection Diverder
P/P
Section
At present, six of our first ten years of operation have been funded. In $M
In-kind Land Contributions
70
To be raised
33
168
US Government Private Individuals
100
Based on the following targets: • Reach 2,000 undergraduates & 135 faculty members by year 10 • $20k tuition fees; average institutional aid of 40%
Fulbright University Vietnam
Fulbright University Vietnam
P/P
Visual Guidelines
Fulbright University Vietnam
Soft-circled from Private Individuals
19
Other Sources
P/P
47
6.8 Backdrops
Look and Feel Only —Final Designs TK
Vietnam — U.S. Relations Under President Donald Trump’s Administration
Quan Hệ Việt Nam — Hoa Kỳ Dưới Thời Tổng Thống Donald Trump
Ho Chi Minh City — 17 January 2018
Fulbright University Vietnam
Visual Guidelines
48
6.9 Street Banners
Fulbright University Vietnam
Look and Feel Only —Final Designs TK
Visual Guidelines
49