University of Guelph Quick Reference Guide

Effective January 2007 Edited September 2016 The University of Guelph is Canada’s pioneer in accelerating discoveries about the interdependencies of life systems – from base atoms to whole cultures – and mobilizing the next generation to make a difference though leadership.

We believe in: Changing Lives. Improving Life.

The following Quick Reference Guide defines the structure and visual elements that will aid you in creating communications while outlining proper usage and showing how the identity can work in practice.

By consistently applying our guidelines, we will build our overall brand and our reputation as a university that has a vital role to play in addressing the extraordinarily complex challenges of our 21st century society.

If, while developing your communications pieces, you have additional questions or concerns, please contact: Chuck Cunningham, Communications & Public Affairs 519-824-4120 ext. 53863. The University of Guelph’s design platform must communicate an “experience” that is still in the making and which embodies the University’s character attributes: leadership caring collaboration relevant mobilizing high quality

Here’s how to bring those qualities to life … University of Guelph Quick Reference Guide 4

The Brandmark

The Brandmark consists of two specific elements: the University of Guelph identifier and a square black box. These elements and their relationship to each other must never be altered or modified in any way.

The positive image of the Brandmark is the preferred use. When reproducing the identity in colour, it should ALWAYS be black with the identifier reversed.

Positive Reversed University of Guelph Quick Reference Guide 5

The Brandmark Minimum Size In print, the minimum size the Brandmark can be reduced to MUST NOT be less than 15mm.

For digital display, the minimum size the Brandmark can be reduced to MUST NOT be less than 100 pixels or 35 mm.

If the Brandmark is reduced beyond the minimum size for either application, the logo will lose legibility and will not print or display clearly.

100 pixels 15 mm or 35 mm

Minimum size for print Minimum size for screen height = 15 mm displayed at 72 DPI height = 100 pixels or 35 mm University of Guelph Quick Reference Guide 6

Guidelines and Restrictions

Always use the master Brandmark. The Brandmark has been carefully typeset to ensure legibility and visual balance.

The examples on the right illustrate what NOT TO DO with the Brandmark.

DO NOT alter the size DO NOT shrink DO NOT stretch of the elements of the the Brandmark the Brandmark Brandmark.

DO NOT apply colour to the DO NOT place DO NOT place letters in the identifier. The the Brandmark the Brandmark letters should remain in their on an angle on its side. knock-out form. University of Guelph Quick Reference Guide 7

Core Colour Palette PANTONE COATED PANTONE UNCOATED PROCESS RGB HEXADECIMAL The colour palette consists of four primary colours: PMS Black PMS Black C75 R0 # 000000 black, red, gold and blue. The Pantone, CMYK, M68 G0 RGB or HEXADECIMAL values of the primary Y67 B0 K 90 colour palette should always be used when reproducing the Brandmark.

PMS 186 PMS 201 C24 R 153 # 990000 M 100 G0 Y 100 B0 K 25

PMS 116 PMS 109 C1 R 255 #FFCC00 (8643 M 19 G 204 metallic) Y 100 B0 K0

PMS 659 PMS 542 C 61 R 102 #6699CC M 31 G 153 Y 3 B 204 K 0 University of Guelph Quick Reference Guide 8

Typography The fonts used in the communications materials form an integral part of the University of Guelph’s identity. Consistent use of the typefaces improves the effectiveness of University’s communications and recognition in the marketplace.

Helvetica has been selected as the primary typeface for headings, printed communications and core identity implementations. Helvetica is timeless, Helvetica Primary sans serif font versatile and elegant. It makes a statement but never becomes one itself. Bembo has been selected as the complementary typeface.

These fonts have been selected to complement the Brandmark and are to be used in all graphically designed materials.

For all cross-platform applications such as Bembo Complementary serif font PowerPoint and email, use Arial as the default font for Helvetica and Times for Bembo. These fonts exists on all Mac and PC platforms, thus ensuring that the text will display consistently. Arial Cross-platform substitute for Helvetica Times Cross-platform substitute for Bembo