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NSCAD University Identity Standards Manual

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NSCAD University Identity Standards Manual NSCAD University Identity Standards Manual 8 1/2" Purple® GREEN® 2756 C or U 390 C or U 6u 3u " 1/8" NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 Table of Contents 01 OBJECTIVES OF THE IDENTITY SYSTEM 34 APPLICATIONS 69 APPENDICES 02 Introduction 35 Standard business card 70 Administrative units 39 Envelope 71 Academic units 03 ELEMENTS OF THE IDENTITY SYSTEM 40 Formal letterhead 72 Facilities and service centres 04 NSCAD University identity system elements 43 Executive letterhead 73 Macintosh key cap chart 05 NSCAD University logo 46 Informal letterhead 78 PC Character set 09 Language 49 Memorandum 10 The grid 51 Press release 12 University and tag line signatures 54 Information sheet 15 Colour reproduction 57 Offi cial form 19 Typography 60 Informal form 20 Editorial style guide 63 Job Posting 22 Typographic style guide 64 PAGE CONSTRUCTION 24 AUXILIARY MARKS 65 Business card 25 Service marks 66 Formal letterhead (colour) 28 Service mark signatures 67 Informal letterhead (black and white) 32 THE NSCAD CREST 68 Commercial envelope (#10) 33 The NSCAD crest NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 Objectives of the identity system objectives of the identity system 02 NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 Introduction The purpose of this manual is to formalize This set of recommendations should not be seen We hope you fi nd these guidelines useful. the NSCAD University visual identity system as static—the visual identity system is indexed Should you have any questions or require to present a unifi ed brand character throughout to the evolution of the NSCAD University brand, clarifi cation, please contact: all communications. To be successful, this and as the latter grows and changes, so must the Coordinator Communications requires real commitments: from the design former. The guiding principles of the system, OYce of Advancement team establishing the recommendations, however, should always remain constant: [email protected] a commitment to coordination and comprehen- to provide a consistent, reliable and professional 902 494 8244 siveness from you, the reader, a commitment framework for the university’s internal and to uphold the tenets of the identity, and where external communications. interpretation is required, to follow the spirit of the identity along whatever trail you have to blaze. 03 NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 Elements of the identity system In these sections you will fi nd the breakdown of 04 NSCAD University identity system elements the many individual components that make up the 05 NSCAD University logo NSCAD University identity system. We’ve included the 09 Language details you need to answer specifi c questions, plus more 10 The grid general considerations that should allow you to place 12 University and tag line signatures 15 Colour reproduction your needs within the larger framework of the system. 19 Typography 20 Editorial style guide 22 Typographic style guide elements of the identity system 04 NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 NSCAD University identity system elements The new NSCAD University identity system has been designed to be clearer and more coherent. This new identity is based on the consistent application of the primary identity elements. FIGURE 01 NSCAD University logo. These include: Offi ce of the President 1. The NSCAD University logo (fi gure 01) 2. NSCAD University signatures (fi gure 02) FIGURE 02 Signatures identify offi ces and divisions. 3. The tagline (fi gure 03) Advancing the visual arts 3. The address block (fi gure 04) 4. NSCAD University colours (fi gure 05) FIGURE 03 University tagline 5163 Duke Street 5. NSCAD University typography (fi gure 06) Halifax, Nova Scotia, Canada B3J 3J6 902 444 9600 tel, www.nscad.ca ˚FIGURE 04 The address block includes primary address information. PANTONE ® PANTONE ® 2756 390 FIGURE 05 There are two primary colours. Duke (abc 123) Granville (abc 123) FIGURE 06 Duke and Granville are the two offi cial university typefaces. elements of the identity system 05 NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 NSCAD University logo THE LOGO PROPORTIONAL MEASUREMENT SYSTEM CLEAR ZONES The logotype, or simply logo, provides a readily If the logo is the ‘cornerstone’, then the foundation The NSCAD University logo has an established identifi able mark to signify the university and of the system is a proportional measurement clear zone, intended to maintain the logo’s acts as a ‘cornerstone’ to materials produced for system, derived from the geometry of the integrity and to avoid visual confusion (fi gure 10). a general audience. The logo provides a strong NSCAD University logo. The size and placement This clear zone creates an area free of external visual presence and incorporates the university’s of all elements is based on this proportional graphic elements immediately surrounding the formal name in one distinct mark. measurement system. logo. Along the shorter edges of the logo, the clear The base unit of measure is referred to as “1u” zone stand-off is 2u. Along the two longer edges, or “u”. The NSCAD University logo (fi gure 09) the stand-oV isis 1u.1u. NoNo otherother graphicgraphic eelementlement is described as being six units by three units, or (lines, text, image edges, etc.) can intrude within “6u” by “3u”. the clear zone. 6u RESERVED ZONE Immediately adjacent to the 2u clear zone along the right edge of the logo there begins a reserved 3u FIGURE 07 The NSCAD University logo. zone. This zone is reserved for university signatures, Note: example is shown at larger scale. tag lines and address blocks. In order to accommo- ACCESSING THE LOGO date them, it must be kept free of other graphic A successful logo increases in value with controlled FIGURE 09 The NSCAD University logo. elements (with the exceptions noted on page 09). and repeated usage. For this reason, we made Note: example is shown at larger scale. the logo more accessible to all faculty and staV byby placing it in each of the NSCAD University fonts: CLEAR ZONE Duke and Granville. RESERVED ZONE To access the logo, simply hold the alt/shift or 1u option/shift keys and the letter ‘k’, and the logo will appear in a print-ready format. For standard formats (see page 12), the size of the 3u character is 27pt. For large formats, the size is 45pt. A ≠ S ≠ k 1u PC = O ≠ S ≠ k 2u 6u 2u 6u Mac = FIGURE 10 Clear zones around the NSCAD University logo. FIGURE 08 The logo is easily accessible in mac and PC platforms. Note: example is shown at larger scale. elements of the identity system 06 NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 LOGO PLACEMENT The logo should be applied to the front outside cover of printed materials in most instances. When the signature is not applied to the front outside cover, the logo and signature should be applied to the outside back cover of printed materials. FIGURE 11 Correct non-bleed logo orientations. CORRECT US OF THE LOGO Proper use and placement of the logo is key to the strength of the visual identity system and any misuse contributes to the weakening of the identity. The following illustrate correct and incorrect uses of the logo. ORIENTATION Keep the logo horizontal with its text running left to right (fi gure 12) or vertical with the text running bottom to top if placed on the left hand side of a document, or top to bottom if placed on the right side of a document (fi gure 11 and 13). FIGURE 12 Correct bleed logo orientations. BLEED The relationships created between the logo and the edge of a document construct a readily identifiable page dynamic, and become an important aspect of the university’s visual identity. When possible, bleed the logo oV thethe sideside ooff the page on one side only (fi gures 12 and 13). Do not use a two-sided bleed in the corner of a page (fi gure 14). FIGURE 13 Correct bleed logo orientations. FIGURE 14 Incorrect bleed logo orientations. elements of the identity system 07 NSCAD UNIVERSITY LOGO NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 IMPROPER USE Do not put the logo on any angle other than 90°, vertical or horizontal (fi gure 15). Do not use the logo with the text upside down or reversed – reading backwards (fi gure 16). Do not distort or manipulate the logo in any way (fi gure 17). FIGURE 15 FIGURE 16 Do not construct the logo from ANY type face (fi gure 18). Never remove the bullets from the typeface (fi gure 19). Do not add extra to the black (positive) area of the logo (fi gure 20). Never have the letterforms of the logo display FIGURE 17 in any colour other than white (fi gure 21). FIGURE 18 Do not screen the logo (at less than 100% ink) or use the logo as a watermark (fi gure 22). Don’t create derivatives of the logo, and do not remove or separate elements of the logo for other uses. In the case of animations involving the logo on screen or fi lm/video, always contact the Coordinator Communications to discuss FIGURE 19 FIGURE 20 your project. FIGURE 21 FIGURE 22 elements of the identity system 08 NSCAD UNIVERSITY LOGO NSCAD UNIVERSITY IDENTITY STANDARDS MANUAL • APRIL 2005 PROPER COLOUR USE OF THE LOGO When the logo appears on a photo or illustration background, ensure that background tint is no greater than 60% tone or texture (fi gure 23). When using the logo on screened background, ensure that background tint is between 1–60% tone or texture (fi gure 24). FIGURE 23 Details of typical colour application showing the use of two colours and an FIGURE 24 Examples of correct fi gure to appropriate fi gure to background contrast.
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