1 THE IMPORTANCE OF BRAND GUIDELINES This Brand Guide is a reference and resource tool designed to define and maintain the University of Idaho as a power brand in the minds of the University’s multiple targets and constituencies. The strategies and standards included are intended to be dynamic, flexible and comprehensive. The University of Idaho’s consistency of message, style and production value are essential in order to effectively communicate its position as market leader, while simultaneously achieving the marketing and communication goals of each and every University campus, department and organization.
For additional information, clarification or marketing inquiries, please contact:
CINDY JOHNSON Director, Creative Services & Print Management [email protected] (208) 885-6293 TABLE OF CONTENTS BRAND ATTRIBUTES...... 3 WENDY SHATTUCK Associate Vice President, Marketing & Communication BRAND ESSENCE/IDENTITY...... 4-8 [email protected] Primary Logos: 4 (208) 885-4400 Campaign Slogan: 5 Stacked Logos: 6 EDWARD MOORE Athletic Logos: 7 President, MMG Official Seal: 8 [email protected] Official Names & Center Logos: 8 Extension & College Logos: 9 (208) 472-7460 Alternate College Graphics: 10
CREATIVE DIRECTION...... 11-18 Photographic, Film & Video Style: 11 Copywriting Style: 11 Color Palette: 13 Color Usage Guide: 14 Graphic Elements: 18 Typography: 19 Stationary Standards: 19
2 BRAND ATTRIBUTES Expanding Intellectual Boundaries The University of Idaho is a place that expands minds, fosters new ideas, and perpetuates intellectual growth. We are an academic beacon in the northwest, where the highest- achieving students want to go. We have the highest-quality academic programs and passionate, innovative professors who expand intellectual boundaries every day. This idea of expanding boundaries also applies to the physical and cultural worlds. The University has a presence in every county in the state, and attracts students from around the world. Our residential campus in Moscow presents an idyllic setting for academic pursuits. At the same time, the University goes out into the field, communities, and environment to find, develop, test, and implement new ideas. So students get a wealth of hands-on, applied learning opportunities. The University of Idaho is a place to think, where the state is our campus and the world is our laboratory.
Inspiring Passion and Discovery The transformative experience that Idaho provides begins with passion. Passion for teaching. Passion for learning. Passion for supporting the individual needs of each student. Passion for that pioneering spirit that has produced a record of innovation not only to Idaho, but to the world. Students feed off of this energy and use it to shape their experiences both inside and outside the classrooms and labs. This sense of passion and discovery is a highly intentional environment, which is ideal for inquisitive students. They enter an quintessential college campus where professors, administrators, and staff appreciate and embrace their individual interests, needs, and strengths. They come here smart, and they leave with a drive to continue learning for the rest of their lives.
Improving Lives through Scholarship The University of Idaho’s internationally recognized achievements and innovations in research and scholarship have a very real impact on the lives of people throughout the country and many places worldwide. Yet, we remain proudly Idaho’s university. We are in every county and shape the state’s outlook on environment, its culture, and its economy every day. Our dedication to being a resource for the entire nation is evident in the activities of our energetic network of highly successful alumni who are leading professionals, thinkers, and global citizens. This is the kind of value that can only be delivered by Idaho. Our students, faculty, administrators, and staff are truly part of a legacy that has been founded on improving the people and places that surround us since 1889. By creating a better world, we are creating a stronger Idaho.
Creating Heightened Expectations Shaping students for the best possible futures starts with expectations. At the University of Idaho, ours are higher. Our high-quality students, graduation rates, and retention rates are competitive on a national scale because we expect more out of our people, and they expect more out of us. And not only do we have heightened expectations for students, faculty, administrators, and staff, we also have creative expectations. Creative thinking is a pre-requisite for success here. We move beyond traditional curricular and co-curricular boundaries every day. And we shape better futures by individually assessing each student and create a customized path for success.
Redefining Opportunities Since we have a heightened set of expectations, we are equally committed to providing the kind of empowering opportunities necessary to achieve and exceed those expectations. The University of Idaho’s legacy of producing leaders, thinkers, and global citizens is getting stronger every day. Some may be surprised to find Idaho graduates at the head of major corporations, organizations and government agencies. We’re not. It is the core of what we mean when we talk about the “value” of a degree from Idaho. The most significant thing we do to reaffirm and strengthen that legacy is provide distinctive and often surprising opportunities. Our opportunities come in the form of a comprehensive array of majors and minors; graduate-level research offerings for undergraduate students; research and learning efforts across the state; a natural environment unlike any other; a vast array of co-curricular and extra-curricular offerings; and a spirit of innovation and discovery. We offer the kind of opportunities you would expect to find at an internationally recognized land-grant institution, and complement those with an intimate approach to the liberal arts. As a result, we set the standards for success in the West and beyond.
3 BRAND ESSENCE The University of Idaho is an intellectually energized, intimate college environment for inquisitive students who ID_PRIMARY_1cspot.eps ID_PRIMARY_process.eps want to join a legacy of leaders, thinkers, and global citizens. Marketing Strategy The I AM THE UNIVERSITY OF IDAHO campaign utilizes real people (students, staff and alumni) with real stories in real places to communicate, show and prove the benefits of the University’s Unique Selling Propositions. ID_GOLD_1cspot.eps ID_BLACK.eps Unique Selling Propositions 1. Academic Quality: The University of Idaho has a 118 year legacy of discovery; educating, serving and leading Idaho and the world beyond. 2. Student Life: The University of Idaho is the quintessential residential college environment; an intimate campus that has a blend of tradition, ID_SILVER_1cspot.eps technology, people and places perfect for living and ID_75GRAY.eps learning. 3. Outcomes: The University of Idaho has a legacy of producing leaders, thinkers and global citizens; a family bound together by tradition, common experience and love for their Alma Mater. 4. Research: The University of Idaho is one of only five ID_REVERSE.eps ID_50GRAY.eps Northwest institutions recognized by the Carnegie Foundation for its “high/very high” research activity; at least addressing serious issues facing our state, region and 1.25” wide world through understanding and innovation.
BRAND IDENTITY Logos, Marks & Tagline Primary Institutional Identity Wordmark: The University’s primary logo is to be used on all University materials. When the mark is used, its shape will not be altered in any way. The mark will not appear with any other mark, symbol, graphic, logo, or logotype, other than the specific use of approved tagline or campus specific treatments if designed for it and presented here.
DO NOT STRETCH OR SKEW DO NOT ROTATE OR TILT DO NOT COMBINE WITH OTHER GRAPHICS
4 A Legacy of Leading Tagline: Implemented in October 2007, the University’s slogan boldly states the institution’s legacy of producing leaders, thinkers and global citizens. The word, legacy is reflective of the ID_PRIMARY_tag_2cspot.eps ID_PRIMARY_tag_process.eps University’s celebrated past, while also communicating the lives being led today. Leading is a progressive word, driving future innovation, progress, creativity and discovery.
This tagline is to be used within the I AM THE UNIVERSITY OF IDAHO campaign, it is also approved for use beyond the scope of this marketing and advertising initiative. ID_GOLD-BLACKtag_2cspot.eps ID_BLACK-GOLDtag_process.eps
ID_GOLD-GOLDtag_1cspot.eps ID_BLACK-GRAYtag_process.eps
ID_REVERSE-WHITEtag.eps ID_BLACK-BLACKtag_process.eps
at least 2.5” wide
5 Stacked Institutional Identity Wordmark: This secondary logo (altered from previous stacked version) should never be used with the tagline and is approved to be used in ONLY TWO cases where letter-size is critical, specifically: ID_STACKED_1cspot.eps ID_STACKED_process.eps
1) Small Spaces—When the logo space is less than 1.25” wide, this stacked format of this logo allows for better readability. NOTE: The stacked logo should never be smaller than .75” wide.
2) Vertical Spaces—In some vertical formats or spaces, ID_STACKED_GOLD_1cspot.eps ID_STACKED_BLACK.eps when readability is paramount, the stacked logo can maximize the width available. Example: University Water Tower.
The A Legacy of Leading tagline is never to be used with the stacked logo.
ID_STACKED_SILVER_1cspot.eps ID_STACKED_75GRAY.eps
ID_STACKED_REVERSE.eps ID_STACKED_50GRAY.eps
at least .75” wide
6 Vandal Athletic & Spirit Logos: The Idaho Vandals logo is for use by the athletic department and University- sanctioned sports and spirit organizations. The athletic logos should never be used in place of the University of Idaho’s primary Institutional Identity Wordmark. The spirit logos should never be used to promote the University’s brand as an academic institution directly, but it can be used for a variety of purposes as a display of Vandal Pride. Examples: Homecoming, Athletic Web site, Merchandise, VSF Materials, Banners, etc.
7 Official Seal: The University Seal is the official mark for the University. The seal, like many of those adopted by most universities, continues to be used on formal publications, awards and certificates to denote official University documents. It should not be used on general University publications in place of the University logo.
Official Names 01UI_Seal-Metallic.eps 02UI_Seal-cmyk.eps 03UI_Seal-silver.eps 04UI_Seal-black.eps The official name of the University of Idaho is spelled out in communications as follows: the University of Idaho. Other references may include Idaho or the University (capitalized).
Satellite Campuses: The approved names for the 01UIBoise-Metallic.eps individual campuses (commas have been added for consistency) are the following: University of Idaho, Boise
University of Idaho, Coeur d’Alene 01UICDA-Metallic.eps University of Idaho, Idaho Falls
01UIIdahoFalls-Metallic.eps
02UIBoise-Black.eps
02UICDA-Black.eps
02UIIdahoFalls-Black.eps
8 Extensions & Colleges The following logos are approved for the branding of each college. For alternate college name configurations, 01UICALS-metallic.eps 02UICALS-black.eps see page 10.
01UICAA-metallic.eps 02UICAA-black.eps
01UICBE-metallic.eps 02UICBE-black.eps
01UICEd-metallic.eps 02UICEd-black.eps
01UIExtension-Metallic.eps 02UIExtension-Black.eps 01UICE-metallic.eps 02UICE-black.eps
01UIResearchOffice-Metallic.eps 02UIResearchOffice-Black.eps 01UICGS-metallic.eps 02UICGS-black.eps
01UIResearchPark-Metallic.eps 02UIResearchPark-Black.eps 01UICLaw-metallic.eps 02UICLaw-black.eps
01UIAlumniAssoc-Metallic.eps 02UIAlumniAssoc-Black.eps 01UICLASS-metallic.eps 02UICLASS-black.eps
01UICNR-metallic.eps 02UICNR-black.eps
01UICSci-metallic.eps 02UICSci-black.eps
9 Alternate College Name Configurations When the primary purpose of a publication is provide information about a specific college or its programs, the following college name configuration may be used 03CALS-black-stack.eps 04CALS-black-horz.eps on the cover. The University of Idaho logo should also appear on the cover but not directly adjacent to the college name. See examples of appropriate application of these special college configurations. 03CAA-black-stack.eps 04CAA-black-horz.eps
03CBE-black-stack.eps 04CBE-black-horz.eps
03CEd-black-stack.eps
03CE-black-stack.eps
03CGS-black-stack.eps 04CGS-black-horz.eps
03CLaw-black-stack.eps
03CLASS-black-stack.eps 04CLASS-black-horz.eps
03CNR-black-stack.eps 04CNR-black-horz.eps
03CSci-black-stack.eps
10 CREATIVE DIRECTION Photographic, Film & Video Style Production value is a critical factor in setting a high standard of quality and realism. The imagery used in the University’s advertising, web site and publications should always feature real people (students, faculty and alumni) in an appropriate environment (campus, community, workplace, laboratory, nature, etc.). The subject can be either camera aware or not, but the photo/scene should communicate the idea or feeling of living, learning, or leading. The living and learning message is enhanced by using non-camera aware subjects, while people who are camera aware create a strong sense of leading. Wherever possible, the person featured should be in the foreground positioned (or cropped) to allow for the physical environment (landscapes or architecture) to also be shown. Conversely, photographic images featuring a person shot close-up or in a nondescript location should try to include University apparel, Vandal gear or other Idaho campus-centric product placement (Greek letters, student organization t-shirts, etc.) if appropriate and/ or possible. One exception would be alumni treatments, where the subject would be located in an applicable environment, dressed accordingly.
Copywriting Style Student, Faculty & Alumni Stories: These first person testimonial stories deliver the University’s USPs in a conversational, contemplative and educated manner. Since the copy is written in an appropriate voice for both the subject and the target, some grammar rules may be broken for style because these stories need to sound real. However, they are also representing the University of Idaho, and therefore, they must be written intelligently and creatively.
The subject stories are not designed to be a biography of the person, but rather, how this person is a symbol
11 of the University. They must always demonstrate how traffic. In some instances, the call-to-action may drive the subject is an example of living, learning and leading. traffic to an interior or splash page, shown accordingly: Additionally, when possible, the story should be both www.uidaho.edu/keyword. This URL should only feature reflective and prospective. a forward slash and one keyword, such as: www.uidaho.edu/jazz The Voice of Idaho: The first person voice of the University of Idaho will primarily be used in broadcast formats, brochures, and occasionally in the headlines of the print campaign. This style of writing is direct, bold, more institutional, and perhaps even slightly omnipotent in tone. Like the University itself, it is www.uihome.uidaho.edu/uihome/admissions/visit inclusive and comprehensive in substance, yet leaves www.uidaho.edu/alegacyofleadingcampaign some interpretation open for each individual’s personal experience and conclusions. This voice is extremely USP- centric, focusing on the past, present and future legacy of living, learning and leading at the University of Idaho. More specifically, the narrator is focused on key words and themes like innovation, discovery, creativity, progress and opportunity.
Informational/Promotional Text: This content is written in a straightforward and factual manner. It is the informational and/or promotional body copy, event information, statistical data or points of pride that will appear in brochures, publications, web site, direct mail, advertising, etc.
Call-to-Action Text: Learn more is a clear and concise call-to-action, and possesses a powerful dual meaning. Learn more should never be used as a headline, body copy or slogan. The primary function of all of the University’s branding efforts will be to drive web site
12 Color Palette Nothing is tied to a university’s identity more than its colors. The proper use of this approved color palette is S essential in order to provide distinction and consistency to the University’s brand. Gold: PMS 874 metallic C:0, M:23, Y:53, K:35R:177, G:142, B:95 b18e5f COLOR
Primary Colors: The official school colors of the University of Idaho are silver (PMS 877 metallic) and gold (PMS 874 metallic). PRIMA RY Silver: PMS 877 metallic C:10, M:10, Y:10, K:35 R:159, G:157, B:157 9f9d9d
Blacks, Grays & White: This approved palette can be used across all marketing communications for a variety E of purposes. WHIT Tertiary & Accent Colors: This supplemental palette
CK & 100% Black 85% Gray 60% Gray 40% GrayWhite is approved list of colors that when used properly can add sophistication, organization and consistency to the BLA University’s suite of marketing materials.
Moss Green: PMS 5487 C:35, M:0, Y:15, K:55R:87, G:121, B:123 57797b
Copper: PMS 4705 C:25, M:70, Y:75, K:10 R:176, G:96, B:72 b06048
Plum Purple: PMS 7448 C:35, M:45, Y:0, K:50R:99, G:84, B:118 635476 CCENT COLORS & A Berry: PMS 690 C:40, M:80, Y:40, K:15 R:143, G:73, B:102 8f4966 IA RY
TE RT Stone Blue: PMS 534 C:80, M:60, Y:25, K:10 R:67, G:97, B:136 436188
13 Color Usage Guide ns organizaretiocrea student tion and fun The Golden Rule: One of the Primary Colors must be s fi g group nan livin cia the dominant, non-photographic color on page or spread l aid in terms of coverage and/or visual weight. Exception: a tertiary color can be the dominant color, IF it is being used for color-coding of a suite of brochures, sections of a multiple page document, tabs, etc. Example: a suite of brochures presented together (financial aid, living groups, academic programs, etc.). If possible, one or more primary colors should still be present. Te rtiary Palette can be used for color-coding a Don’t Mess With the Logo: The logo must NEVER be Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor A L E G A C Y O F L E A D I N suite of brochures. incididunt ut labore et dolore magna aliqua. Ut A L E G A C Y O F L E A D I N G A D I N G Y O F L E enim ad minim veniam, quis nostrud exercitation A L E G A C used in (or reversed on) a tertiary or any other color. The ullamco laboris nisi ut aliquip ex ea commodo I N G G D L E A O F consequat. Duis aute irure dolor in reprehenderit C Y E G A in voluptate velit esse cillum dolore eu fugiat A L color of the University of Idaho logo is ONLY acceptable nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt in four formats: mollit anim id est laborum. 1) Gold (PMS 874c) A L E G A C Y O F L E A D I N G 2) Black 3) Silver or Gray 4) White (reversed on Gold, Black, Silver/Gray or a Photo)
Go Metallic When Possible: Budget permitting, the metallic gold and metallic silver should be used in print publications as additional spot colors. This adds quality and sophistication, and is the most accurate presentation of the University’s brand.
Limit Color Transparencies: Black, white or gray transparency blocks or gradients work well behind text because the transparency does not create color problems. Transparent blocks of color can result in muddiness and poor color representation (i.e. gold turns a blue sky brown). Depending on the photo overlay, the color transparency will behave differently, causing inconsistencies and other problems. However, with the proper considerations, color transparencies can also work well behind body copy.
14 Use White On Photography: When placing graphics or headlines directly over a photo, always use white. Gold or gray typically do not contrast well against photography, and results in poor readability. Black graphics and headlines may work well over a light photo, but it can look visually heavy and too masculine for the University’s brand. Black or white body text is acceptable over photos.
Use Large Blocks Of Silver & Gold With Caution: The official colors generally look best in smaller amounts. Large color blocks of silver and gold look best in metallic, but in general, try to let these colors be subtle and striking.
15 Accentuate the Positives: The Tertiary and Accent Colors ONE COLOR OPTIONS PRIMARY COLOR COMBINATIONS are designed to be a support palette, and should be used appropriately.
1) Avoid Large Color Blocks: Expansive use of the tertiary palette can be very visually powerful, and can overwhelm the University’s brand. As stated above, color-coding is the only approved method of using a tertiary color as the dominant color on the page PREFERRED 4 COLOR COMBINATIONS ACCEPTABLE 4 COLOR COMBINATIONS or spread in terms of coverage or visual weight. As a general rule, an accent color should not exceed more than 10-20% of the visual weight of the page or spread.
2) Best for Text, Tabs, Line Work & Small Fill Areas: As an accent palette, the colors work well as subheads, bars, dividers, etc.
3) Combine Wisely: Ultimately, the design needs to look like the University of Idaho. This palette was selected because of these colors found in jewel tones and in nature, and because they are complementary PREFERRED 3 COLOR COMBINATIONS ACCEPTABLE 3 COLOR COMBINATIONS of silver and gold. However, the University’s identity is always paramount. All University materials must be clearly branded through the use of Idaho’s primary colors and approved combinations.
16 4) Unacceptable Combinations: Certain color combinations create immediate brand associations of other competitor institutions, and therefore, must be avoided. Other pairings, simply do not work as well together. Additionally, yellow should not be used in substitute for the University’s approved gold color.
Selecting Colors—Consult the University’s marketing, publications, printing and web specialists for professional assistance when selecting colors for communications.
17 Graphic Elements Consistent use of iconic and symbolic graphic elements that are instantly recognizable and distinguishable as the University of Idaho.
I-Graphic: The I-graphic is an attention grabbing device, but it should never be distracting to the content of the ad. This design element provides instant, brand- centric identification. When selecting photography to be used with the “I AM THE UNIVERSITY OF IDAHO” campaign, be sure to consider whether white I-graphic will work well. There should be enough headroom that the graphic can sit comfortably, and subjects should not DO NOT STRETCH OR SKEW. DO NOT CHANGE LINE STROKE. be “crammed” inside. There should always be breathing room, however the graphic should interact with the person in an interesting way. If the image cannot be color corrected to create enough contrast, a different image will need to be selected. A subtle black to white gradient (Multiplied at 40% Opacity) can be used if necessary inside the I-graphic, in order to create contrast behind the headline located in the bottom portion. One page or spread should NEVER FEATURE MORE THAN ONE I-GRAPHIC. To request the I-Graphic for use in marketing materials, please contact Creative Services. Please do not recreate.
Palouse Hills Graphic: Used to create visual interest while subtly resembling the rolling hills of the Palouse, this graphic element is flexible and can be used in a variety of ways. Unlike most graphic elements, the Palouse Hills may be skewed, stretched or flipped horizontally in order to best work in the bottom third of any given design space. Most typically, it will be used in conjunction with a light gray to white gradient to create white space at the bottom of a newspaper advertisement. The gradient creates a depth to the image and a sheen that is reminiscent of silver. The line work should always be in white, and the gradient should never be executed in any other color combination. The second usage would be without the gradient.
18 Typography Individual units should not attempt to produce their The typeface for official University communications stationery products. However, for units that want to is the Bliss font family, and Berling may be used as produce black-and-white letterhead on a desktop printer, a secondary font family. For University web sites, custom templates for Microsoft Word are available from presentations, documents or publications where Bliss or Creative Services. Berling are not available, Tahoma and Book Antiqua are acceptable font choices. Envelopes: Consistent application of the University wordmark on envelopes and on the mailing panels of This typeface is Bliss. self-mailers helps establish a consistent brand identity This typeface is Berling. for the University among its multiple audiences. This typeface is Tahoma. This typeface is Book Antiqua. Business Cards: University of Idaho business cards follow a single, standardized format. No additional logos may Stationary Standards be printed on the front of University of Idaho business University stationery (letterhead, envelopes and business cards except in rare circumstances. Back-printing on cards) are a prominent component of the visual identity business cards is not available at this time. To order these program. Our standard stationery gives the University’s items, contact University of Idaho Creative Services and brand high visibility through the consistent use of our Print Management. visual identity. A stationery package has been developed for use by all units of the University of Idaho. By using Promotional Items: Promotional items bearing the the standardized formats shown here, every location, University of Idaho name or graphics need to be college, school, department and unit can reflect its name manufactured under the licensing and trademark and unique information while showing its affiliation with guidelines for the University. More information about the University. To maintain a consistent graphic identity, our licensing program can be obtained by downloading the Creative Services and Print Management department the Trademark and Licensing brochure. should produce all stationery. Please contact Creative Services and Print Management to order stationery.
Letterhead: The approved format for letterhead includes the University wordmark (“University of Idaho”) in one color (gold) in the upper right corner. The college name appears near the main University mark, or along the bottom of the page when there is a department or unit reference. Mailing address, phone, fax, e-mail and Web information appears beneath the college or department name. To maintain a clear and consistent graphic identity for the University, Creative Services and Print Management will produce all stationery for all units.
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