Queen's Athletics & Recreation - Visual Identity Standards

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

CONTENTS

1

Introduction

MORE INFORMATION

3

Primary Mark

4

Identity Elements

5

Identity Architecture

For more information on the Queen’s Athletics & Recreation visual identity, its licensing and its use please contact:

6

Athletics Mark

7

Recreation Mark

8

Horizontal Mark

9

Alternate Marks

10

Colour

11

Background Colour

12

Single Colour Marks

14

Clear Space

15

Minimum Size

16

Proportions

18

Identity Application

19

Fonts

20

Sample Applications

21

Stationery

23

Uniforms

26

File Type

27

Glossary

Manager Marketing, Communications and Events Athletics & Recreation

Queen’s University Kingston, Ontario Canada K7L 3N6 Tel: 613.533.3326 Email: manager.mce@queensu.ca

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

INTRODUCTION

QUEEN’S ATHLETICS & RECREATION VISUAL IDENTITY GUIDE

While academic excellence is the attribute that underpins a university’s reputation, athletics and recreation programs provide a unique point of interaction with a broad spectrum of its constituents • Athletics teams often serve as ambassadors to the world.

• Participation in recreational and physical health activities is equally important, contributing positively to the health and well being of the university and surrounding community.

The representation of the Athletics & Recreation brand in these programming areas plays a significant role in shaping perceptions – from the heritage and traditions, to the spirit of Queen’s University.

Varsity sports have been synonymous with Queen’s since the inception of the University and both students and alumni have a strong connection to the programs. However, with the

increasing number of athletics and recreation programs at Queen’s, each owning a distinct visual identity, along with almost one hundred University Athletics brands in Canada and several thousand brands in the United States, Queen’s University’s Athletics & Recreation identified the need to reinvigorate its athletics brand in order to better engage its athletes, prospective athletes, participants, spectators and alumni.

Queen’s University’s Athletics & Recreation Department is pleased to introduce the new Queen’s Athletics & Recreation Visual Identity and this visual identity guide. This guide is a result of contributions from students, staff, athletes, alumni, marketing, design and focus group research. The brand mark for Queen’s Athletics & Recreation is one of the most important players in our Athletics & Recreation Department. It serves as the visual focal point for Queen’s University Athletics & Recreation, capturing the spirit of our teams, clubs and

programs, their fans and supporters, our school and its long history of athletics.

This guide will help to promote a unified brand for the Queen’s Athletics & Recreation programs that is broad and flexible enough to achieve specific goals, but will reinforce the connection to Queen’s University, and will enhance brand awareness and strengthen the reputation within the community.

The document serves as a guide to ensure the Queen’s Athletics & Recreation visual identity is applied and positioned across all communication platforms in a strong and consistent manner. Just as we take pride in our teams, we must also take pride in our brand mark – making a concerted effort to respect and protect it. Consistency in the application of our brand marks with respect to colours, fonts and other elements of our visual identity is critical to its success. Your commitment and support will contribute to the long-term, overall growth and development of the Queen’s Athletics & Recreation brand.

1965 - 2007

2008 - Present

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

PROUD, STRONG, BOLD, INSPIRING, PERSEVERANT, SUCCESSFUL .. .

The new Athletics & Recreation logo is a promise; one that Queen’s makes to all of its audiences – prospective students, current students, faculty, staff, alumni, and friends. The logo reflects our proud past, our current strength, and a bold future. The logo promises continued excellence and competitive spirit. It distinguishes Queen’s athletics programs from its competitors. It is instantly recognizable and is readily associated with Queen’s University.

The new logo retains the historical use of the letter “Q”, with a simplified, dynamic and fresh looking treatment. Its forward tilt suggests progressive movement, ongoing aspiration and desire for success. Queen’s Tri-colour, the

famed red, blue and gold combination, is clearly represented in the logo, with gold the dominant colour. Red and blue are less prominent, but are no less important to represent the traditional elements of the brand.

The logo has been designed to bring together all of Athletics & Recreation programs under a

common identifiable logo, yet the architecture allows for distinctiveness of each of the teams, the recreation clubs and programs.

The look is bold, simple and uniquely “Queen’s” in nature, reflecting the vision to be the leading athletics and recreation program in Canada.

It is important that our identity reflect the attributes of “our athletes, while being recognizable and respecting the traditions and history of our athletic program. ” Leslie Dal Cin Director, Athletics & Recreation

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

PRIMARY MARK

PRIMARY (STACKED) MARK

The Primary Mark for Queen’s Athletics & Recreation is the mark of choice and should be used whenever possible to help build recognition and pride in our teams and programs. This mark features two key elements: the Letter Mark (“Q”) and the Word Mark (“Queen’s”). When these elements exist on the same surface they should be used together as the complete logo and as a fixed unit they should never be altered.

The Primary Mark should be used in its tri-colour version whenever possible. The one-colour mark should be used when colour printing is limited (e.g. a newspaper ad) or when reproducing in black (fax, photocopy and single-colour silkscreen).

Letter Mark (or Symbol)

Complete Logo

Word Mark

The Queen’s Athletics & Recreation Primary Mark identifies the Queen’s University Athletics & Recreation Department only. It should replace all currently used Athletics & Recreation marks. It is not intended to replace the official Queen’s University logo.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

IDENTITY ELEMENTS

USING THE LETTER MARK AND WORD MARK SEPARATELY

Letter Mark (or Symbol)

The Primary Mark should always be your first choice. However, you might come across an application where it is not practical to use the Primary Mark. In those cases only, you may use the Letter Mark or the Word Mark on its own. Preference should be given to fullcolour versions of these marks.

Letter Mark The Letter Mark may be used in place of the Primary Mark when space is extremely limited (as on a golf ball) and when the context of the mark is clear (i.e. the item it appears on clearly relates to Queen’s University Athletics & Recreation). Please refer to page 15 for minimum size restrictions when applying the Primary Mark.

Word Mark The Word Mark may be used in place of the Primary Mark when space is limited (as on a narrow item such as a pencil) and context of the mark is clear (i.e. the item it appears on clearly relates to Queen’s University Athletics & Recreation). Please refer to page 15 for minimum size restrictions when applying the Primary Mark.

Word Mark

APPROVAL

Any separation of the Primary Mark must be approved in advance by the Athletics & Recreation Department.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

IDENTITY ARCHITECTURE

QUEEN’S ATHLETICS & RECREATION COMMUNITY

Queen’s Athletics & Recreation comprises a number of different programs and offerings, all of which play an important role in representing us to the larger community. We have created a brand architecture and nomenclature system that allows us to represent these various constituents under one cohesive umbrella brand, while recognizing the need for distinctiveness that is unique to the respective programming cultures.

Primary Mark

Queen’s Athletics & Recreation

This page describes the different identities and signatures within this system, when to use which, and how to create identities within the system.

Programs

Examples

VO L L E YBA L L

TRACK AND FIELD

INTR AMUR ALS

F I T NE S S

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

ATHLETICS MARK

IDENTIFYING TEAMS AND CLUBS

Varsity Teams and Clubs

Unique artwork has been created to identify Athletics, as well as each of the Queen’s teams and clubs. The name of the team or club appears below the Primary Mark in a blue banner. The banner is exclusive and must never be used to create new identifiers or slogans without prior authorization from Athletics & Recreation. (These marks are different from those used for recreational groups and programs, shown on page 7).

ATHLETICS SIGNATURES

Please contact the Queen’s Athletics & Recreation Department for the most current and comprehensive list of Athletics signatures that are available.

Example Signatures

VOL LE YBA L L

TRACK AND FIELD

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

RECREATION MARK

IDENTIFYING RECREATIONAL GROUPS AND PROGRAMS

Recreational Groups and Programs

Unique artwork has been created to identify each of the Queen’s recreational groups and programs. (These marks are different from those used for varsity teams and clubs, shown on page 6).

No other group name, program or slogan should appear below the Primary Mark without authorization from the Queen’s University Athletics & Recreation Department.

RECREATION SIGNATURES

Please contact the Athletics & Recreation Department for the most current and comprehensive list of Recreation signatures that are available.

Example Signatures

INTR AMUR ALS

FITNESS

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

HORIZONTAL MARK

The Horizontal Mark is only to be used when vertical space is limited making it impossible to use the Primary Mark (eg. rink board advertising).

Horizontal Mark

APPROVAL

Use of the Horizontal Mark must be approved in advance by the Athletics & Recreation Department.

Alternate Horizontal Mark

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

ALTERNATE MARKS – RED OUTLINE AND BLOCKING

PRIMARY MARK WITH RED OUTLINE

Primary Mark with Red Outline

Use these versions of the Primary Marks only when reproducing the mark on a dark blue or black background. The red outline creates colour contrast to enhance the prominence and legibility of the mark.

APPROVAL

Use of the various alternate marks must be approved in advance by the Athletics & Recreation Department

Athletics Mark with Red Outline

Recreation Mark with Red Outline

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

COLOUR

THE TRI-COLOUR

Primary Colour

The Queen’s Athletics & Recreation primary colours are similar to the Queens University Tri-colour palette. However, the Athletics & Recreation Department has adopted the Queen’s gold as their primary colour.

PMS 124 C 0 R 254 M 27 G 190 Y 100 B 16 K 0

Secondary Colours The Queen’s Blue serves as a secondary colour for Athletics & Recreation. Red is used as an accent colour. Gold, Red and Blue can all be used as background colours. When choosing fabric items such as t-shirt, try to match the tri-colours as closely as possible, or use white, black or gray.

Secondary Colours NOTE

Because of variations in print and display technologies, these colours as printed here may not appear accurately. Please use colour numbers provided when specifying or selecting colours.

PMS 124 C 0 R 254 M 27 G 190 Y 100 B 16 K 0

PMS 295 C 100 R 0 M 68 G 48 Y 8 B 94 K 52

PMS 187 C 5 R 183 M 100 G 18 Y 71 B 55 K 22

PMS 424 R 101 C 30 G 105 M 22 B 110 Y 19 K 53

BLACK C 0 M0 Y 0 K 100

WHITE C 0 M0 Y 0 K 0

R 0 G 0 B 0

R 255 G 255 B 255

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

BACKGROUND COLOUR

USING BACKGROUND COLOURS

Primary Mark and Background Colour

The Queen’s Athletics & Recreation marks can appear only on a background of white, black, gray or one of the Queen’s Tri-colours. See page 10 for colour specifications.

Note that when placing the mark on a blue or black background, you must use the Alternate Mark to create sufficient contrast for the mark to be prominent and legible. (See page 9).

APPROVAL

Deviation from these six background colours (gold, red, navy, grey, black and white) is not permitted without the prior authorization of the Athletics & Recreation Department.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

SINGLE COLOUR MARKS

These are used in situations where use of the tri-colour logo of the Primary Mark cannot be used.

Primary Mark in Black, White, Gold

BLACK OR WHITE OR GOLD

Two-colour variations of the Athletics marks are not available. In single or two-colour print jobs, the Athletics marks should be reproduced in either black or reversed (knocked out) of black or other colours listed on page 10. The marks can also be reproduced in gold on one of those colour backgrounds. The background colour used must contain enough contrast so that the logo maintains legibility.

Athletics & Recreation Mark in Black, White, Gold

Grayscale versions of any of the Athletics marks are never to be used under any circumstances APPROVAL

Under no circumstances can a single-colour application of the marks be in any other colour than gold, black, or white. Some variations on the mark are possible only with consultation and approval in advance from the Athletics & Recreation Department.

Athletics Mark in Black, White, Gold

Recreation Mark in Black, White, Gold

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

SINGLE COLOUR MARKS – ALTERNATES

These alternate marks are used only in unusual circumstances when the Primary Mark cannot be used.

Letter Mark in Black and White

Black or White Two-colour variations of the alternate Athletics marks are not available. In single or two-colour print jobs, the alternate Athletics marks should be reproduced in either black or reversed (knocked out) of black or other colours listed on page 10. The background colour used must contain enough contrast so that the logo maintains legibility.

Word Mark in Black and White

Grayscale versions of any of the Athletics marks are never to be used under any circumstances.

APPROVAL

Under no circumstances can a single-colour application of the marks be in any other colour than black or white. Some variations on the mark are possible only with consultation and approval in advance from the Athletics & Recreation Department.

Horizontal Mark in Black and White

Word Mark Variation in Black and White

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

CLEAR SPACE

The Primary Mark (and all other marks) must be positioned in a place of prominence, free of visual clutter and reproduced at a size that respects its significance and allows it to be easily read.

X CLEAR SPACE

A minimum amount of clear space must be maintained on all sides of the mark to optimize its visual impact. Using the thickness of the “Q” in the Word Mark to represent “X”, there must be clear space on all sides of the mark equal 1X. No text, pattern, texture or graphic element should appear in this space.

This space applies to all logos, Word Marks, and Letter Marks.

X

X

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

MINIMUM SIZE

MINIMUM SIZE

Print

A standard for minimum size ensures that the Word Mark is always legible. In print applications the height of the Primary Mark should never be less than 0.75 inches. In digital applications the height of the mark should never be less than 72 pixels. In embroidery applications the height of the mark should never be less than 2.25 inches.

0.75 inches

Digital 72 pixels

Embroidery 2.25 inches Actual size not shown

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

PROPORTIONS

The complete logo comprises two components, the Letter Mark and the Word Mark. The relative size and proportion of those two components are as follows:

2x x

The distance between the base of the Q in the Letter Mark to the top of Word Mark is equal to 10% of the height of the complete logo.

The width of the Letter Mark is equal to one half the width of the Word Mark.

The centre reference point is located at the point where the tail joins the base of the Q in the Letter Mark The slope of Primary Mark is set at 10 degree angle.

10° 100% 10%

centre reference

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

PROPORTIONS

ATHLETICS MARKS & RECREATION MARKS

Measurements shown here are for reference only and are based on 2 inch wide logo. Other sizes would be proportional to this.

Athletics Mark The name appears in gold and is centred both horizontally and vertically within the solid bar.

2x

The name must fit within the colour bar. If the name is too long to fit, the character tracking may be reduced slightly and if necessary the font size can be reduced to no less that 10 points (based on the 2 inch wide reference logo as shown here).

ATHL ETIC S

Recreation Mark The name appears in blue and is centred immediately below the Logo Mark.

2 inch wide reference Primary Athletics Mark

12 pt Myriad Pro Bold Italic letterpaced

x

R E C R E ATI O N

2 inch wide reference Primary Recreation Mark

The distance between the logo Mark and the name is one half the distance between the Letter Mark and Word Mark The name cannot be any longer than the width of the Logo Mark.

If the name is too long to fit, the character tracking may be reduced slightly and if necessary the font size can be reduced to no less than 10 points (based on the 2 inch wide reference logo as shown here).

Letterspacing Values MS Word – character spacing expanded by 1pt inDesign/Illustrator – tracking +100 QuarkXpress – tracking +20

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

IDENTITY APPLICATION

MISTAKES TO AVOID

1

2

3

4

5

6

7

8

To maintain the integrity of the Queen’s Athletics & Recreation Marks and build brand equity, we must apply them with accuracy and consistency. The following is a list of rules and accompanying examples of ways in which the logo cannot be used. However, mistakes to avoid are not limited to these rules: 1,2. Never use pre-exisiting artwork or Word Marks 3.

Never reproduce the identity in colours other than full tri-colour, black, white or gold.

4.

Never place the mark on unofficial background colours.

5.

Never change the position, size or scale of the elements.

6.

Never recreate the mark using a different font.

7.

Never attempt to add elements or to create an unauthorized name.

8.

Never contain the mark within a shape.

9.

Never alter the mark with the addition of special effects. (eg. shadowing)

ROWING

9

10

11

12

10. Never use the identity or any of its elements to create a pattern.

GO

11. Never use the logo or any element of it with a sentence or body of text.

GO!

12. Never convert colour logos to grayscale.

13. In black and white version, never have a filled in black or white “Q“.

14. Never reproduce the logo ghosted or in a tint.

NOTE

13

14

The above rules apply to all variations of the Athletics & Recreation logos whether they are reproduced in colour or in black and white.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

FONTS

MARKETING AND COMMUNICATIONS MATERIALS

Queen’s Athletics & Recreation fonts are from the Myriad Pro family. As a general guide, Myriad Pro Bold should be used for all headlines. Myriad Pro Light should be used for body text. In cases where legibility might become an issue, Myriad Pro Light may be replaced by Myriad Pro Regular. (eg. when reversed out of solid colour). These fonts are readily available for purchasing and downloading from the web, in both Macintosh and PC formats, from most type vendors including www.Adobe.com.

Daily Correspondence and Electronic Communications For daily correspondence and electronic communications, including the use of electronic templates (eg. MS Word), the TrueType fonts Arial, Verdana or Corbel can be used in place of Myriad Pro. Arial font is widely available and installed on most computers.

NOTE

The exception to the standard font is in uniforms where a specific numbering system is in place. (See page 23.)

Myriad Pro Bold

SUBSTITUTE FONTS

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLM abcdefghijklmnopq Windows XP, 2000, 98

ABCDEFGHIJKLM abcdefghijklmnopq Verdana

Myriad Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Windows XP, 2000, 98

ABCDEFGHIJKLM abcdefghijklmnopq Corbel

Windows Vista

Myriad Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

SAMPLE APPLICATIONS

PUBLICATIONS

Booklet / Program

These are a few samples of how the identity and various elements may be used to create a publication.

VARSITY MEN’S

BASKETBALL

AT H L E T I C S & RE C RE AT I O N

Queen’s University Kingston, Ontario Canada K7L 5C4 Tel 613 533-2500 www.gogaelsgo.com

w

back

www.queensu.ca/athletics

front

Flyer / Poster

WOMEN’S

VOLLEYBALL 2009 SCHEDULE September 1

vs McMaster

September 6

at Guelph

September 13

vs Laurier

September 20

at Toronto

September 27

at Western

October 4

at York

October 11

vs Ottawa

October 18

at Waterloo

Note: all regular schedule games start at 1 pm

www.queensu.ca/athletics

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STATIONERY

Administration Business Card First Last Title athletics & recreation Physical Education Centre Queen’s University 39 Union Street Kingston, Ontario Canada k7l 5c4 Tel 613 555-5555 Fax613 555-5555 www.gogaelsgo.com

Name 10pt Palatino Dept Name 8pt/8 Palatino Small Caps flush left

Athletics & Recreation Mark 1.125 inches wide

Address 7pt/9 Palatino flush left

side 1

side 2 Queen’s logo 1 inch wide

Coaches Business Card First Last Head Coach Queen’s Rowing ATHLETICS & RECREATION

Queen’s University Kingston, Ontario, Canada K7L 3N6 Tel 613 555-5555 cell 613 555-5555 evenings/weekends Fax 613 555-5555 first.last@queensu.ca www.gogaelsgo.com

Name 9pt Myriad Bold Dept Name 7pt/8 Myriad Pro Bold Caps flush left Address 7.5/9.5 Myriad Pro Light flush left Athletics & Recreation Primary Mark 1.25 inches wide

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

STATIONERY

Q

Letterhead

Masthead QUEEN’S ATHLETICS & RECREATION

Athletics & Recreation Mark 1.25 inches wide Queen’s University Kingston, Ontario Canada K7L 3N6 Tel 613 533-2500 www.gogaelsgo.com

mailing address 8.5pt/11 Myriad Pro Light centred web address 7.5pt/11 Myriad Pro Bold centred

Q

QUEEN’S ATHLETICS & RECREATION

QUEEN’S ATHLETICS & RECREATION

www.gogaelsgo.com

www.gogaelsgo.com

www.gogaelsgo.com

Queen’s logo 1.25 inches wide

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

UNIFORMS

UNIFORMS

Uniform Colour Hierarchy

Queen’s Athletics & Recreation visual identity standards shall be used in all uniform application.

Colour Hierarchy Each uniform (home, away and alternate) uses the Queen’s Athletics & Recreation tri-colour and uses one of the colours as a dominant and the other two as support colours dependent on whether the team is home, away or requires the alternate uniform.

The charts to the right indicate the percentages that should be attributed to each colour.

Home Primary – 75% Gold Secondary – 20% Blue Tertiary – 5% Red

Away Primary – 75% Blue Secondary – 20% Gold Tertiary – 5% Red

Alternate Primary – 75% Red Secondary – 20% Blue Tertiary – 5% Gold

Alternate Word Mark with Blocking Use this version of the Word Mark with prominent red colour blocking when the official version, (which features a blue colour blocking), is not viable. An example would be on a dark blue T-shirt that clashes with the blue in the mark.

Alternate Word Mark

Alternate Word Mark Variations without Colour Blocking Use this version of the Word Mark in extremely limited cases and only in situations where the prominent colour block is not feasible. An example of use is in uniform applications.

Alternate Word Mark Variations without Colour Blocking

Uniform Font “Knockout #50” font is used for uniform numbering. “Knockout #48” font is used for uniform name lettering. Generally, the numbers shall appear in blue with a red outline as shown at right.

In cases where the uniform is dark blue or red the number colour and piping may be changed appropriately.

Numbering system

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

UNIFORMS

HOME / AWAY DESIGNATION

APPROVALS

Top – Front

Unless otherwise prescribed by league or playing rules and regulations: • Varsity Teams and Clubs shall play home games in Gold uniforms.

• Blue uniforms will be the “away” colour with red uniforms as an alternate away uniform if required.

• The university name, in the correct Word Mark must appear on the front of the uniform. If the university name does not appear on the front then it must be predominant on the back.

2x x

Word Mark (variation) no less than 12 inches wide or 2.5 inches high

DEVIATION Numbers Knockout font with outline

PLACEMENT AND SIZE

Uniform Top (front) • Word Mark shall not be curved or configured in an arc shape.

• Word Mark (”Queen’s” in the appropriate colour) shall be no less than 12 inches in length and 2.5 inches in height.

• Use of the full Word Mark is first preference.

• Letter Mark (“Q”) or Primary Mark may be substituted in some cases where regulations prescribe number size and/or where no numbers are required.

Uniform Top (back) • Letter Mark (“Q”) – no less than 3 inches in height.

• The Word Mark may be substituted in this location if it doesn’t appear on the front of the uniform.

Clear Space • Space between Letter/Word Mark and number should be equal to half the height of the Letter Mark or Word Mark.

All uniform design/ decoration must be approved in advance by the Athletics & Recreation Department.

Top – Back

In certain uniform applications it may be necessary to deviate from these standards. The Athletics & Recreation Department has sole discretion in all design and application.

NOTE

2x x

Letter Mark no less than 3 inches high

Numbers Knockout font with outline

These illustrations depict a generic uniform and are only intended for indicating logo and number placement.

Consideration must given for size of actual uniform.

Adjust Word Mark and numbers proportionally as required.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

UNIFORMS

PLACEMENT AND SIZE

Short / Pant

APPROVALS

Uniform short/pant • Letter Mark (“Q”) – no less than 2 inches in height and no larger than 3 inches in height A – preferred logo placement on left front leg regardless of pant length B – secondary placement if manufacturer logo is on the left front leg C – tertiary logo placement if manufacturer logo or design elements interfere with the logo placement

All uniform design/ decoration must be approved in advance by the Athletics & Recreation Department.

C

A B

DEVIATION Letter Mark no less than 2 inches high no greater than 3 inches high

In certain uniform applications it may be necessary to deviate from these standards. The Athletics & Recreation Department has sole discretion in all design and application.

NOTE

These illustrations depict a generic uniform and are only intended for indicating logo and number placement.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

FILE TYPE

CHOOSING THE RIGHT FILE TYPE

A naming convention for files has been adopted to make it easy to source the artwork you need. Each file is identified with codes for mark type, team, program, group or club, colour and file type.

Artwork is available in both .jpg and .eps formats.

First Level Descriptor PM: Primary Mark LM: Letter Mark WM: Word Mark WM_ALT: Alternate Word Mark ATH: Athletics REC: Recreation ATHREC: Athletics & Recreation

Colour Descriptor CMYK: Process PMS: Spot RGB: Web BLK: Black WHT: White

EPS

These files can be scaled without losing quality and are used for all high-resolution print applications. The EPS format will produce best results on printed material.

JPG

These types of files are intended for MS PowerPoint, MS Word use and digital media (eg. DIN, web, etc.).

QA_ATH_VB_CMYK.EPS = VO L LE YBAL L

Files will work on both Mac and Windows platforms.

ONLINE VERSION

A PDF version of this guide is available. Please call the Athletics & Recreation Department for more information.

Identity Name Every Queen’s Athletics & Recreation digital signature file begins with these letters.

Second Level Descriptor STK: Stacked HOR: Horizontal VB: Volleyball INT: Intramurals FIT: Fitness

File Type EPS: Vector Based JPG: Pixel Based

File Naming

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GLOSSARY

Clear Space

Electronic Artwork

PMS

Resolution

The space around the logo that is kept empty to isolate the logo and make it more visible.

Media that are dependent on a display device (eg. monitor, projector, television).

CMYK

EPS

Pantone Matching System; An international reference for selecting, specifying, matching and controlling ink colours.

Cyan, Magenta, Yellow and Black; the subtractive primaries and four colours used in standard four-colour process printing to reproduce a full colour range.

Encapsulated PostScript; this is a standard file format that supports both pixel-based and vector-based graphics; only output devices with PostScript capabilities can use this format.

A measurement of the output quality of an image, usually in terms of pixels (PPI) for web applications, dots (DPI) for print applications, or lines per inch (LPI) for print applications; the terminology varies according to the intended output device.

Colour Palette

HEX

A selection of colours that have been grouped according to usage; namely, Queen’s Athletics & Recreation Primary and Secondary colour palettes.

Hexadecimal; a numbering system commonly used to define colours for the Internet; it expresses RGB values.

Digital Artwork

Joint Photographic Experts Group; a pixel-based file that reduces the number of colours used to keep the file size small but loses some image quality as a result; this file format is commonly used for Internet photos.

Artwork that is computer-generated and available for use through appropriate software applications.

DPI Dots per inch; refers to the output resolution of printed electronic artwork – text or image.

Ideal resolution for print applications is 300 dpi and 72 dpi for web applications.

JPEG

Minimum Size The smallest size the logo can appear in an application and may vary according to any particular use.

Positive (Logo) A version of the logo that appears on a white background.

PPI Pixels Per Inch; refers to the quality or resolution of a pixel-based image.

Process Colour The creation of colour by combining two or more of the subtractive colour inks, Cyan, Magenta, Yellow, and Black (CMYK). Four-colour process printing uses these separate printing plates to produce full colour reproduction.

Spot Colour A standard, ready-made colour with a unique reference number. It is printed on one printing plate which contains one matched colour of ink, typically a PMS colour. Spot colours are used when only one or two solid colours are needed on a page or when a colour has to match perfectly and be consistent such as with a company logo or when colours are the trademark of the organization or message.

RGB Red, Green, Blue; the additive primary colours and the three basic colours used by display devices (eg. computer monitors) to visually simulate all visible colours; each of the three values is expressed as a number between 0 and 255.

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QUEEN’S ATHLETICS & RECREATION | VISUAL IDENTITY GUIDE

AT H L E T I C S & R ECR EATION

Queen’s University Kingston, Ontario Canada K7L 3N6 Tel 613 533-2500 Fax 613 533-6478 www.gogaelsgo.com

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