BRAND GUIDELINES UPDATED AUGUST 2015
CONTENTS Introduction
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BRAND ELEMENTS Academic Signatures
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Academic Signatures: Lambuth
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Academic Logo Clearances
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Prohibited Reproduction
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Departmental Identities
10
Brand Colors
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Academic Logo Colors
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Compatible Typefaces
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Positioning Statement
14
BRAND EXTENSIONS
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Academic Logo + Wedge Design
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Wedge and Pinstripes
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Wedge and Pinstripes: Other Uses
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University of Memphis Copy Abbreviation
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Photography
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Software Standards
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Affirmative Action Statements
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Brand Examples
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AT THE UNIVERSITY OF MEMPHIS, WE ARE DRIVEN BY DOING. We created this brand identity for the UofM to stand apart. This identity takes on many forms—in publications, on outdoor boards, in newsletters, in person—but each item sets us apart from others.
OUR BRAND IS MUCH MORE THAN A LOGO. IT’S OUR IMAGE.
We are one brand.
It represents what we value:
You are the keeper of our brand.
• Action • Hard work • Pragmatism • Curiosity • Collaboration • Innovation
We have one face and speak with one voice. This ensures that all printed and online communications are polished and professional.
With this document, you’ll discover how to use our visual identity correctly while always capturing the can-do spirit of our institution.
And explains who we are: • Confident • Proud • Unapologetic • Outgoing • Optimistic • Driven
Be consistent.
By consistently putting forth a unified image, we are bringing value, prominence and awareness to our university.
When in doubt, contact us.
Don’t improvise. We’re here to help you. For any questions or concerns, consult the UofM Marketing and Communication Department at 901-678-2843 or logo@memphis.edu. 3
BRAND ELEMENTS ACADEMIC SIGNATURES Our signatures consist of the UofM Academic Logo, the University Wordmark and three other identities, for which usage is restricted to specific entities of the University. All marks are registered with the U.S. Patent Office. The UofM has exclusive ownership rights of these marks. Whenever these marks are used they must carry the proper “®” and “TM” as shown. For questions, concerns or licensing contact the UofM Marketing and Communication Department at logo@memphis.edu.
Academic Logo The UofM Academic Logo is intended for use on all digital and printed materials, both internal and external, and should be used in place of the leaping Tiger logo on all non-athletic materials, except where otherwise noted. The Wordmark should only appear in the provided proportions, either to the right of or directly below the Academic Logo.
Pillar Mark The University Pillar Mark may be used in certain instances as a standalone graphic. When used in this manner, the University Wordmark should also be present on the same page.
Critica Conve
University Wordmark The University Wordmark should only be used by itself when the Pillar mark is featured as a separate design element on the same page, within the same marketing materials.
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BRAND ELEMENTS ACADEMIC SIGNATURES
University Seal The University Seal may only be used on official documents such as transcripts, major report and research covers, diplomas, contracts, formal invitations and engraved notecards.
Alumni Association Logo The Alumni Association logo is reserved for use on Alumni Association communications and promotions. Additional information regarding this symbol may be obtained by calling the Alumni Association. Student_Activities_Council_Mark.pdf
Initiative / University Group Logo Only UofM-approved initiatives and university groups may appear paired with the Pillar mark. Please contact the UofM Marketing and Communication Department for questions or to obtain approval for any proposed initiatives.
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Critical Conversations Student Activities Council
Athletic Logo The athletic logo may only be used for promotion of our Athletic Department and its licensed suppliers. Additional information regarding this symbol may be obtained by contacting the Athletic Department.
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BRAND ELEMENTS ACADEMIC SIGNATURES: LAMBUTH There are specific guidelines for use of the UofM Lambuth signatures. All marks are registered with the U.S. Patent Office. The UofM has exclusive ownership rights of these marks. Whenever these marks are used they must carry the proper “®” and “TM” as shown. For questions, concerns or licensing contact the UofM Marketing and Communication Department at logo@memphis.edu.
Preferred Lambuth Logo For the preferred UofM Lambuth logo, the Pillar mark and UofM Wordmark are used, with Lambuth underneath. But for this case only, the word “Lambuth” is increased in size, to give the word more prominence.
Secondary Lambuth Logo The secondary UofM Lambuth logo is used for internal facing marketing materials only. This logo uses the UofM Pillar mark with the Lambuth Wordmark in Formata to the right and centered vertically.
Lambuth Departmental Identities Lambuth Departmental Identities use the secondary Lambuth logo with the departmental name set beneath. The Lambuth Wordmark is centered vertically with the Pillar Mark, regardless of the number of lines the departmental name requires.
Lambuth Pillar Mark The University Pillar Mark may be used in certain instances as a standalone graphic. When used in this manner for UofM Lambuth, the Lambuth Wordmark should be presented below, as shown to the right.
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BRAND ELEMENTS ACADEMIC LOGO CLEARANCES To create maximum impact, the primary Academic Logo requires specific clear space around all sides. This clear space should be free of imagery, graphics, folds or any other element that may interfere with the clarity of the brand.
Clear Space Minimum The space is measured by the cap height of the letter “T” in “THE” in the Wordmark, as indicated to the right. Minimum reproduction size is 1.25” in length.
Wordmark Spacing To guarantee consistency, the logo also requires specific spacing between the Pillar mark and the accompanying Wordmark. This space should be maintained at all sizes and scaled proportionately with the logo. The space is measured by the width of the letter “O” in “OF” in the Wordmark, as indicated to the right.
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BRAND ELEMENTS ACADEMIC LOGO CLEARANCES
Pillar Mark Clear Space Minimum The space is measured by the height and width of the “of” in the Pillar Mark, as indicated to the right.
Criti Conv
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BRAND ELEMENTS PROHIBITED REPRODUCTION The main thing to keep in mind when using UofM marks is not to alter the images in any way. This means NO stretching or distorting the image, and definitely NO recreating any marks. All logos are available for download. For questions or concerns, contact the UofM Marketing and Communication Department at logo@memphis.edu.
Do’s: • Use the electronic logo files provided in the download folder. • Scale all marks proportionally. • Use the primary Academic Logo or the appropriate departmental ID for your college, department, or division. • Use a minimum reproduction width of 1.25 inches for the UofM Academic Logo.
1.25 inches
Minimum Logo Reproduction
Don’ts: • Don’t recreate or distort the official university logos. • Don’t squash or squish the official university logos. • Don’t create your own logo or add elements to the official university logos. • Don’t surround the logo with a shape, other than the wedge (such as a box or an outline). • Don’t reproduce the logo on textures or backgrounds that may impair legibility.
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BRAND ELEMENTS DEPARTMENTAL IDENTITIES Branding is about one voice/one face, so to create varying identities is counter to our objectives and confusing for the public. Specific colleges, schools, departments and offices should not print their individual “logos� in lieu of or in addition to the Academic Logo on any printed material.
Departmental Identity Specifics Departmental names can be represented either below or to the right of the Academic Logo. When below the logo, the University Wordmark should always be centered vertically with the Pillar mark, regardless of the number of lines the departmental name requires. When to the right of the logo, the Academic Logo and the departmental name should be separated by a vertical line with the departmental name remaining the same size, regardless of the number of lines required. See examples to the right.
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BRAND ELEMENTS BRAND COLORS Approved color usage for the University’s brand allows for several options in print production. The brands should always appear in one of the color configurations shown. Altering colors or changing color combinations is prohibited.
UNIVERSITY BLUE Our official spot color for University logos, signage and branded items is PMS 287. If the printing situation does not allow for a spot color, please use the four color values listed as an alternate. If you have questions about what color to use, please contact the UofM Marketing and Communication Department.
PMS 287 C
100c 72m 0y 18k
PMS 423 C
0c 0m 0y 45k
PMS 298 C
70c 0m 0y 0k
UNIVERSITY GRAY The official spot color for University Gray is PMS 423. Metallic 877 can be used when special printing needs are appropriate. If the printing situation does not allow for a spot color, please use the four color values listed as an alternate.
SECONDARY BLUE This brand color should be used only as an accent, where the darker blue (PMS 287) is dominant.
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BRAND ELEMENTS ACADEMIC LOGO COLORS The Academic Logo should always appear in one of the color configurations shown on this page. Altering colors or changing color combinations is prohibited. At times, the Pillar mark can be used as a standalone element separate from the Wordmark. When used alone, this logo should appear in one of the color configurations shown on this page. Altering these colors or changing color combinations is not allowed.
TWO COLOR
TWO COLOR REVERSE
ONE COLOR
ONE COLOR REVERSE
TWO COLOR
TWO COLOR REVERSE TWO COLOR WITH STROKE The two color with stroke version should only be used when absolutely necessary to increase legibility. The two color version with no stroke is the preferred version.
ONE COLOR
ONE COLOR REVERSE 12
BRAND ELEMENTS COMPATIBLE TYPEFACES The University brand includes the use of complementary typefaces. The preferred fonts are Bitter, Mission Gothic and Formata. The UofM Marketing and Communication Department has a license to use these fonts. You will need to purchase a license for the use of Mission Gothic and Formata. Bitter is a free font available on various font websites.
Bitter This typeface is used for display/headlines and subheads.
Mission Gothic This typeface is used for subheads and shorter body copy.
Formata This typeface is used for extensive body copy and editorial purposes.
Bitter Regular Bitter Italic Bitter Bold Bitter Bold Italic
BITTER REGULAR BITTER ITALIC BITTER BOLD BITTER BOLD ITALIC
Mission Gothic Thin Mission Gothic Thin Italic Mission Gothic Light Mission Gothic Light Italic Mission Gothic Regular Mission Gothic Regular Italic Mission Gothic Bold Mission Gothic Bold Italic Mission Gothic Black Mission Gothic Black Italic
MISSION GOTHIC THIN MISSION GOTHIC THIN ITALIC MISSION GOTHIC LIGHT MISSION GOTHIC LIGHT ITALIC MISSION GOTHIC REGULAR MISSION GOTHIC REGULAR ITALIC MISSION GOTHIC BOLD MISSION GOTHIC BOLD ITALIC MISSION GOTHIC BLACK MISSION GOTHIC BLACK ITALIC
Formata Light Formata Light Italic Formata Regular Formata Italic Formata Medium Formata Medium Italic Formata Bold Formata Bold Italic
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BRAND ELEMENTS POSITIONING STATEMENT Driven by doing. At the University of Memphis, we are Driven by Doing. Like the hard working, vibrant city we live in, we’re accessible, yet diverse—with handson opportunities that meet the needs of a wide variety of students. UofM offers everything found at a traditional university, while remaining pragmatic, flexible and real, with the culture, soul and authenticity that define Memphis at the forefront.
Treatment Examples The positioning statement should always be set in the Bitter typeface. When used as a prominent typographic element, it does not need a period and should be set in all caps. When used as a tagline, the “d” in “doing” should stay lowercase and the statement should end in a period.
Driven by doing. 14
BRAND EXTENSIONS ACADEMIC LOGO + WEDGE DESIGN The UofM “wedge” is intended primarily as a container for the University of Memphis Academic Logo on materials where the primary background is white. While the colors, position and orientation of the wedge may be altered (within guidelines) to suit their application, the pitch/angle (68.5˚) of the wedge and its overall size relative to the Academic Logo and Wordmark should remain consistent with these examples and the working files provided. The side of the UofM wedge that does not end in an angle should bleed off of the page, when possible.
Wedge + Logo Variations There are two “Wedge + Logo + Wordmark” scale variations. Contact the UofM Marketing and Communication Department to obtain these files.
Wedge + Extended (large) Logo + Wordmark
Wedge + Contained (small) Logo + Wordmark
Wedge Angle
Wedge Color Options
The pitch/angle of the wedge is 68.5,˚ and the wedge point can be oriented either up or down and point either left or right.
One of four colors may be used for the wedge graphic, but the light blue (PMS 298) should not be used where it is the dominant color. PMS 298 should be used only as an accent, where the darker blue (PMS 287) is dominant.
68.5°
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BRAND EXTENSIONS WEDGE AND PINSTRIPES The pinstripe graphic may be used in conjunction with the wedge design for headlines, callouts and other treatments to add visual interest. When resizing these elements, the size, width and scale of the pinstripes relative to the wedge should be maintained. When height-adjusting, the pinstripes should be adjusted to maintain an acceptable width between stripes, with the goal of avoiding stripes that are either too close together or too far apart. The optimal stroke width for the pinstripe element is 0.25 points for printed materials. This point size may be adjusted for oversized print situations.
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BRAND EXTENSIONS WEDGE AND PINSTRIPES: OTHER USES Larger wedge designs may be used to contain headlines, body text or additional graphics (e.g., sponsorship logos or photos) when needed. It can also be used as a transparent element over a photograph. Use best judgement when determining the level of transparency, based on legibility of text and visibilty of image. Usage examples of the larger wedge design are shown to the right. The wedge design should be used for emphasis and to create heirarchy. Be mindful of overusing the wedge as a design element in individual pieces.
HEADLINE, CALLOUT OR OTHER TEXT
Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent vestibulum commodo tellus, sed blandit dolor aliquam vitae. Donec augue urna, convallis eget lacus vel, pharetra placerat est. Proin congue semper massa. Cras eleifend leo in venenatis efficitur. Class aptent taciti sociosqu ad litora torquent per conubia nostra.
HEADLINE, CALLOUT OR OTHER TEXT 17
BRAND EXTENSIONS UNIVERSITY OF MEMPHIS COPY ABBREVIATION For the sake of brevity and colloquialism, “University of Memphis” is often shortened. In this event, there should be no spaces between any of letters; it should appear as UofM.
Uof M EARNS TOP HONORS... UofM earns top honors...
When used in a headline with all uppercase letters, the “of” in UofM should still be lowercase.
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BRAND EXTENSIONS PHOTOGRAPHY Photography captures the essence of UofM’s brand. When selecting and planning photography, consider utilizing shots that showcase our core values. UofM photography style strives to capture campus activity, along with our active, can-do attitude. When creating externally-facing marketing pieces (e.g. billboards, print ads, brochures, posters, etc.), consider using a spontaneous, editorial approach, with moments happening naturally. Shallow depth of field and available light also define our style. We understand this may be challenging—and not always feasible—for certain projects. For internal (non-public) pieces, use best judgment in trying to communicate UofM’s brand along with department-appropriate photography. When communicating about the UofM as a whole, try to use highly contrasted black and white photography. This allows us to use a stylized and easily recognizable photography treatment for general branding materials. Use black and white photography for the main images in a piece, with color photography as a secondary. A black and white photograph is preferred as the cover image for printed marketing materials. A few examples are shown to the right. These and other approved UofM photographs can be downloaded at flickr.com/photos/u_of_m/sets. For photography selection assistance, contact the UofM Marketing and Communication Department at logo@memphis.edu.
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BRAND EXTENSIONS SOFTWARE STANDARDS Use of software other than those listed does not conform to industry standards and should not be used for print design.
AFFIRMATIVE ACTION STATEMENTS Please be aware that the University is under a Federal Court desegregation order that dictates our statements and their use. It is University policy to accurately portray our diversity in publications, websites, etc. Stereotyping individuals either in pictures or words is unacceptable.
Layout
Vector Graphics
Adobe InDesign.
Adobe Illustrator
Publisher may be used with UofM approved templates only.
Raster Images/ Photography Adobe Photoshop
The University has four affirmative action statements that are to be used as follows: A: Must appear in all student recruitment and employee recruitment publications (viewbook, bulletin, main and recruitment websites, etc.). The University of Memphis does not discriminate against students, employees, or applicants for admission or employment on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity/expression, disability, age, status as a protected veteran, genetic information, or any other legally protected class with respect to all employment, programs and activities sponsored by the University of Memphis. The following person has been designated to handle inquiries regarding non-discrimination policies: Latosha Dexter, Interim Director for Institutional Equity, vldexter@memphis.edu, 156 Administration Building, (901) 678-2713. The University of Memphis policy on nondiscrimination can be found at http://policies.memphis.edu/UM1381.htm.
B: Must appear on all other publications, newsletters and forms produced for offcampus distribution, as well as on major university websites. The University of Memphis, a Tennessee Board of Regents institution, is an Equal Opportunity/ Affirmative Action University. It is committed to education of a non-racially identifiable student body.
C: Must appear on all letterhead stationery, internal forms, electronic forms and memoranda, purchased advertisements in newspapers, journals, etc., and in other instances where space does not allow for Statement B.
D: Must appear in faculty employment opening announcements, flyers and non-purchased advertisements mailed or electronically sent off-campus. The statement should be set in 6- or 7-point type and centered on the back panel or back cover of each publication or at the bottom center of advertisements, flyers, etc. The University of Memphis, a Tennessee Board of Regents institution, is an Equal Opportunity/Affirmative Action employer. We urge all qualified applicants to apply for this position. Appointment will be based on qualifications as they relate to position requirements without regard to race, color, national origin, religion, sex, age, disability or veteran status.
A Tennessee Board of Regents Institution An Equal Opportunity/Affirmative Action University
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BRAND EXAMPLES
DRIVEN BY
DOING
Uof M Undergradu
WHO HAS THE SAFEST CAMPUS IN TENNESSEE?
WELCOME TO THE WORLD’S LARGEST
WANT TO PREPARE FOR THE REAL WORLD? GO TO SCHOOL IN IT.
CLASSROOM. Driven by doing.
For the second year in a row (not to mention the sixth time in eight years), the UofM has the lowest crime rate of the ten largest universities in Tennessee. In fact, our campus incident rate was almost 40% lower than those schools, according to the Tennessee Bureau of Investigation.* How’d we do this?
ACADEMICS IN A CITY THAT HAS CHANGED THE WORLD IN MORE WAYS THAN ONE, WE’RE DRIVEN TO DO
By building a campus and fostering a culture that always puts students’ education—and most importantly, their safety—first.
THE SAME. AND STARTING HERE, SO CAN YOU. UofM researchers and faculty are leaders in over 250 fields of study. That means a wealth of academic choices and challenges.
COLLEGE OF ARTS AND SCIENCES
F ·
African and African American Studies (BA)
· ·
Anthropology (BA)
I
Biology (BS)
M ·
Chemistry (BS/BSCh) · General Chemistry · Biochemistry Computer Science (BS) Criminology and Criminal Justice (BA) Earth Sciences (BA) · Geoarchaeology · Geography · Geology Economics (BA) English (BA) · African American Literature · Creative Writing · English as a 2nd Language · Language and Linguistics · Literature · Professional Writing Foreign Languages (BA) · French · German · Greek · Italian · Japanese · Latin · Russian · Spanish · Multiple Concentrations History (BA) International Studies (BA) · Area Studies · Global Processes
to classrooms or labs. Memphis is a hub of international commerce, culture and creativity. Whatever your passion, here you’ll discover endless paths toward pursuing it.
Psychology (BA) · Behavioral Neuroscience · Cognitive Science · General Psychology Social Work (BA)
of
Driven by doing.
What drives us to do more? At the U of M, we believe it’s the city that surrounds us. Here, students can make real-world contributions every day in Fortune 500 offices, art galleries, community programs and research labs across Memphis. As a result, we have a learning relationship that not only helps our own city thrive, but drives our students to success both here and beyond.
CAMPUS SAFETY WITH OVER 20,000 STUDENTS IN A METRO AREA OF 1.13 MILLION, YOU’D EXPECT A CAMPUS THAT’S ANYTHING BUT TRANQUIL. IN FACT, FIRST-TIME VISITORS ARE OFTEN
Driven by doing.
AMAZED AT THE PEACEFUL AND RELAXED VIBE. 10
A ·
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C · ·
I
J · · ·
· ·
M · ·
T ·
· ·
C E
H P · · ·
· 2
WELCOME TO TENNESSEE’S SAFEST LARGE CAMPUS.
A · · · ·
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Business Economics (BBA) · Financial Economics
CAN A CITY DOUBLE AS A CLASSROOM?
C C A
A
M · ·
Physics (BS) · General Physics · Materials Science · Applied Physics · Physics for Medical Sciences
Accounting (BBA)
of
S M
Philosophy (BA)
FOGELMAN COLLEGE OF BUSINESS AND ECONOMICS
*Tennessee Bureau of Investigation, Crime on Campus 2014 Report
M
Mathematical Sciences (BS) · Mathematics · Statistics
Political Science (BA)
But in the heart of the nation’s 20th largest city, learning isn’t limited
B T
Bordered on three sides by nonthru streets, car and foot traffic is almost entirely school-related. That’s just one of the reasons UofM boasts by far the lowest campus incident rate in Tennessee—almost 40% lower than any of the state’s ten largest schools, according to the Tennessee Bureau of Investigation. And with campus-wide initiatives, ongoing enhancements in technology and regular performance reviews, we’re committed to an environment where your comfort, confidence and safety are paramount. • UofM police officers on duty 24/7, patrolling by car, bike and foot • 600 campus security cameras • Strategically-placed outdoor emergency telephones • Tiger Escort program to accompany students, faculty, staff and visitors around campus after dark • Mass emails, text messages and an outdoor loudspeaker system during severe weather or other emergencies 11
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