University of Dallas Visual Identity Guidelines

VISUAL IDENTITY GUIDELINES

“Indeed, there is a spirit that walks these hills.”

PRESIDENT DONALD COWAN (1962–1977)

e Catholic University for Independent inkers

e University of Dallas is the premier Catholic liberal arts university in the country, known for its rigorous undergraduate Core Curriculum and robust graduate and professional programs in business, ministry, education and the humanities. With campuses in Texas and Italy, UD stands apart as a thriving community of lifelong learners committed to an education that forms students intellectually, socially and spiritually for a life well-lived.

Section One

Logotypes

Formal Seal

Below is the o cial seal of the University of Dallas. It should be limited to formal uses, such as diplomas, transcripts, institutional occasions such as commencement, and in presidential and trustee communications.

Common Seal

is updated version of the seal preserves all the elements of the o cial seal while more clearly expressing the brand identity. It can be more easily adapted and scaled in print, on digital properties, apparel, and other branded collateral without sacri cing clarity or compromising detail.

e common seal should take priority usage.

FLEUR-DE-LIS:

Ancient symbol of the Blessed Virgin Mary and of the French origins of UD’s founding religious orders, the Cistercians and the Sisters of St. Mary of Namur

TRIQUETRA AND TRIANGLE

Double symbol of the Holy Trinity to Whom the university is dedicated. e circle is a symbol of eternity and of the unity of the Godhead.

TEXAN OAK/OLIVE BRANCHES AND STARS

TORCH OF LEARNING

DALLAS TRINITY RIVER

UNIVERSITY MOTTO:

Taken from Zacharias VIII, 19, “Love Truth and Justice,” or more freely translated, “ rough Truth, Seek Ye Justice.” It emphasizes the university’s purpose of advancing the search for truth and encouraging the pursuit of good.

CRUSADER’S CROSS

MINIMUM SIZE:

Do not use the seal at a size below 1 inch or 70px.

MARGINS:

When placing the seal, always leave around it a margin at least the height of the eur-de-lis.

Logotype is is the o cial logo. It extracts from the formal seal the central gure of the triquetra interwoven with the triangle to form a simple yet memorable mark that can e ectively respond to the university’s branding needs.

ICON: Can be used on its own WORDMARK

TAGLINE: Optional addition

MINIMUM SIZE:

When using the logo with the tagline, make the stacked version at least 1 inch or 70px wide, and the horizonral version 1.5 inch or 100px wide.

MARGINS:

When placing the seal, always leave around it a margin at least the height of the “f”.

CONSTANTIN COLLEGE OF LIBERAL ARTS

THEOLOGY DEPARTMENT

DEPARTMENTS WITHIN COLLEGES

OFFICE OF THE PROVOST

COLLEGES OR OFFICES

Sub-Brands

e University of Dallas has a stacked and horizontal sub-mark for each of its divisions and departments. ey are created exclusively by the Marketing and Communications Department as the need arises.

Logotype Versions

ese are the approved logo* versions. Maximum legibility should dictate your choice of logo version depending on the background.

Icons do not replace the logo, which must be included in all communication pieces for the University of Dallas.

*SUB-BRANDS:

In addition to these logotypes, there are equivalent sub-brand options for the di erent divisions of the university.

Do’s and Don’ts

The following principles apply to all of the University of Dallas marks.

1. Do use appropriate “white space” (half the height of the logo) on all sides.

2. Don’t skew or distort it.

3. Don’t add shadows, textures or other effects to it.

4. Don’t place it in a box or over a competing background.

5. Don’t add to, remove from or alter its composition.

6. Don’t rotate it.

7. Don’t recolor, outline or apply gradients to it.

Rome Campus Logotype

The official name of the university’s campus at Due Santi near Rome is the Eugene Constantin Campus. The Eugene Constantin Campus is the preferred name; Rome campus and Due Santi campus should be reserved for communications of a casual tone. Note the lowercase campus in these cases.

Note that the name Due Santi is commonly used in reference to the university’s campus near Rome. The campus is in an area known as Due Santi. This was the last watering stop on the ancient Appian Way before travelers entered the city of Rome. Both Peter and Paul are thought to have stopped there, hence the name Due Santi or Two Saints.

standard logo

The standard horizontal or vertical logo should be used in most cases. All previously stated rules apply (see pg. 8).

due santi seal

The seal can be used in special instances, at a minimum circumference of 1.5 inches. Please allow ample white space around the seal.

Section Two

Colors & Graphics

Color Palette

BLACK AND WHITE:

Body text should be exclusively black or white, and white should be the default background color for body text, unless there is an intentionally colored background treatment.

Blue is the primary color, both academic and Marian in nature. It should be the most prominent hue in any piece.

Gold and Red are secondary colors, proper to Catholicism and the Crusaders. Use them mainly for display text, titles and visual accents.

Green represents the liturgical season of the Holy Trinity. It is a support color, and there when needed for versatility.

Color Codes

e rest of the tints and hues are there to provide additional support consistent with the school’s brand, but should not be used more prominently than the main palette. For any given piece, draw exclusively from these color options (and black and white).

*BLUE-800/BLUE-200: ese blues should be given priority use over the other tints and shades, and even over Green-500.

Use of Art

As a re ection of the university’s acclaimed Core Curriculum, use of masterpieces in the Creative Commons are preferred as graphic elements of the brand. While the Core includes great works from ancient to modern times, classical images from Greco-Roman period, traditional Christian art, and images from the medieval and Renaissance periods are preferred for consistency with the brand. Modern art may also be used in a manner consistent with the university’s brand and mission.

Look out for pieces available in high resolution and whose colors echo this brand’s palette.

e triquetra can be used as a pattern to add character to this brand’s designs.

Classical works of art with a high opacity and a colorized layer can work as backgrounds.

Play with the image’s opacity, contrast and scale to ensure it doesn’t compete with the other elements of the design.

Background

Treatments

Textured backgrounds are there to enrich a design, but they must be used subtly and sparingly.

Section ree

Typography

O cial Typefaces

Use typography correctly and consistently to build a recognizable brand with a clear voice and to ensure readability. When creating any piece, use only the two o cial brand typefaces described below.

Bb Cc

Minion Pro is the primary typeface for this brand. It is an Adobe Original typeface designed by Robert Slimbach, and it is inspired by classical, old style typefaces of the late Renaissance, a period of elegant, beautiful and highly readable type designs. Minion Pro combines aesthetic and functional qualities for high readability with the exibility and control of OpenType technology, whether for lengthy text or display settings.

Bb Cc

Roboto is the supporting typeface for this brand, used in subtitles and subtext. It is a sans-serif typeface with a dual nature. It has a mechanical skeleton and geometric forms, while featuring friendly and open curves. is makes for a more natural reading rhythm more commonly found in serif types, a great match for Minion Pro.

Typography System

* P: Print / M: Mobile / S: Screen ** TITLE CASE: For details on how to capitalize, consult the Associated Press Stylebook or the copy style guidelines at udallas.edu.

Text hierarchy helps readers nd information and understand its order. It can make or break a design. ese guidelines should direct you in a vast range of cases, always with exceptions.

Title**

P: 48 + M: 60 + S: 72 + Minion ProRegular

Title** P: 21 M: 24 S: 30 Minion ProMedium All Caps P: 11 M: 12 S: 14 Roboto (150 tracking) Bold

Sentence P: 12-14 M: 14-16

S: 16-18 Minion Pro Regular or Semi-Bold

Sentence

P: 11 M: 12 S: 14 Minion Pro Medium or Bold

DISPLAY:

TITLE:

SUBTITLE:

BODY TEXT:

SUBTEXT:

About Us

is Is Our Mission

THE PURSUIT OF WISDOM, TRUTH AND VIRTUE

e University of Dallas is dedicated to the pursuit of wisdom, truth and virtue as the proper and primary ends of education. e university seeks to educate its students so they may develop the intellectual and moral virtues, prepare themselves for life and work in a problematic and changing world, and become leaders able to act responsibly for their own good and for the good of their family, community, country and church.

Note: To learn more, visit udallas.edu

Minion Pro Regular, 60pt

Minion Pro Medium, 24pt

Minion Pro Regular, 16pt

Minion Pro Medium or Bold, 12pt

Roboto Bold, 12pt, 150 tracking

White Space

Less is more: To help your audience enter into your content and absorb it, remember to let every piece breathe by leaving empty areas and wide enough margins wherever you can.

Section Four

Photography

Photo Selection

Use high resolution photos that look genuine and professional. e feeling conveyed should be photojournalistic, warm and familiar, traditional and timeless.

Find a unique way to express what you want to say through images without resorting to gimmicks or clichés common in stock imagery.

Look for images whose tonalities harmonize with the brand’s color palette.

Correct Uses

e images should support your message instead of competing with it. Place and set up the images and text so they contrast enough to be easily read. You can acomplish this by switching between white and black text, and/or by playing with transparency lters to lighten or darken the images (at least in the text area).

Image Library

For photography needs, you may request access to the University of Dallas extensive image library. Invest in professional photography when possible to grow the university’s visual collection. When strictly necessary, nd free or budget-friendly stock options among the well-curated collections from Cathopic, One Secret Mission, Unsplash or Pexels. Remember to credit the photographers when possible.

Image/Content Release Guidelines

A release is needed in the following situations:

When photographing students in a classroom or residence hall (or some other venue in which they might otherwise have an expectation of privacy) and their faces will be identifiable. Anytime a minor is photographed (under the age of 18).

The university’s consent forms are available here.

Please note that no image or video may be used for commercial or advertising purposes without written permission from the vice president of marketing and communications.

Section Five

Videography

Videography

Videography is a powerful communications tool. It can engage and tell a story that will stick with someone long after being viewed. When strategically planned and wellproduced, video can be one of the most effective ways to reach an audience. It is important to use professional videography whenever possible. To coordinate a video shoot, please contact Senior Video Producer Joe Haggard at jhaggard@udallas.edu.

Section

Six

Identity

Stationery

All items can be ordered through our UD-approved vendors and are printed on Linen Paper Recycled 30% Bright White. Place an order here.

Stationery – 7.25˝ x 10.5˝ Digital Letterhead 8.5˝ x 11˝ can be downloaded here. e n V elo P es

Envelope

Labels per 8.5

x 11

sheet (Avery 5164)

Download an editable template here. n ote Pads * Notepad – 5.5˝ x 8.5˝ 100 sheets, White 20 lb. Bright White

Departmental Letterhead

Choose from two different designs. The first option includes the standard logo; the second option features the common seal.

Email Signature

For clarity and consistency across email programs, email signatures should be kept clear and concise.

x 55 pixels, UD blue Include a space before and after Download the precise size here.

Presentation Template

A UD PowerPoint can be downloaded here. Please remember to make your own copy before editing.

Section Seven Social Media & Website

Social Media Brand Guidelines

Social media is a crucial mode of communication used for engaging our community, showcasing student success stories and sharing our Catholic identity and vibrant campus life at the University of Dallas. This guide serves as a resource and outline to ensure consistency, effectiveness and professionalism across all existing UD social media channels and includes useful techniques and best practices.

Getting Started

uni V ersit Y - run CH annels

Unapproved logos should not be used on university-run channels. Select units of UD have unique approved branding and logo options for their social media.

C onta C t us

Email marcomm@udallas.edu to create a UD-branded social media account and receive an approved UD logotype kit.

As part of our brand, any UD-approved social media channels should integrate with and follow the established Visual Identity and Brand Guidelines relating to message, tone, color, university marks, departmental logos and UD images. Just as UD’s official logo distinguishes our institutional brand, each college, department or office will use its approved UD logotype for social media. The logotype combines our proprietary UD mark with the name of your university entity to ensure consistency and brand unity across institutional social accounts.

Complete and share the Social Channel Request Worksheet.

Social Avatars

Only use your approved logotype for your social avatar. Any other logos for university channels are not approved for social media or other media platforms. The standalone triquetra is reserved for main channel use.

logot YP es usage

Use the university stacked logotype option based on your affiliation in the Visual Identity Guideline. Use the same avatar across all your social media channels.

Campaign-specific avatars can be used for the duration of a campaign.

Website Brand Guidelines

The University of Dallas is responsible for its web content; websites must adhere to university brand and identity guidelines. Academic, support and affiliate websites must be constructed using the approved content management system (CMS) unless given an exemption by the vice president for marketing and communications. All entities hosted on UD affiliated servers must adhere to all requirements in this policy.