Brand & Style Guide
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NORTHROP BRAND & STYLE GUIDE Trey McIntyre Project. Photo © Lois Greenfield. BRAND // STYLE // GUIDELINES OVERVIEW An exciting new vision for Northrop that is both cohesive and inclusive. MISSION Northrop is an epicenter of discovery and transformation that connects the University of Minnesota and communities beyond by celebrating innovation in the arts, performance, and academics. VISION Through the use of graphics, color, typography, and photography, the new Northrop brand will convey the following: + Limitless potential + Vibrancy and activity + Graceful flexibility + A multi-disciplinary vision for academics + University of Minnesota ideals TAGLINE Rediscover Northrop. It’s more than you can imagine. BRAND ATTRIBUTES Bold Fluid Exemplary Multifaceted Northrop’s brand attributes are shown in the following ways: + Texture, weaving, and interplay The layering of images and intersecting of graphics will be used extensively in all Northrop branding. + Angular Northrop will use multiple planes in all marketing materials, and will use innovate methods of layout, photo cropping, and illustration. + Luminous and brilliant Clear and vibrand color wil be used in Northrop communications wherever possible. + Unbound and expansive Imagery used by Northrop will appear to extend beyond the boundaries of the page or screen. 2 BRAND // STYLE // GUIDELINES BRAND IDENTITY The Northrop Logo should be used consistently and without distortion of any kind. Colors should be University-approved maroon and black, gold and black, black only, or reversed (white) only. The Northrop Logo can be placed over images and graphics, as long as all elements are readable. The logo may be used ONLY once on any web page or email. LOGO ELEMENTS The Northrop Logo is a wordmark combination created according to specifications by University Relations. The University of Minnesota wordmark must always accompany the Northrop unit. DO NOT alter the elements in any way, and DO NOT attempt to recreate any aspect of the identity. Northrop unit Northrop Logo U of M wordmark CLEAR ZONE The clear zone surrounding the Northrop Logo is the equivalent to the size of an uppercase Times New Roman “U.” To ensure proper visibility, please keep all text and graphics outside the clear zone. For more information on University brand standards, please visit ur.umn.edu/brand/index.php. U U U U U APPROVED LOGO COLORS Use only University approved maroon/black, gold/black, black only, or reversed (white) only for the Northrop Logo. The following are approved colors and combinations. Maroon/black Gold/black Black only Reversed (For use over dark backgrounds) C: 0 // 100 // 61 // 43 C: 8 // 27 // 76 // 0 R: 122 // 0 // 25 R: 255 // 204 // 51 Hex: #7A0019 Hex: #FFCC33 Pantone 201U // Pantone 202C Pantone 116U // Pantone 136C 3 BRAND // STYLE // GUIDELINES MINIMUM SIZE To ensure readability, the Northrop Logo should NOT be reproduced smaller than the minimum size. The minimum size is determined by the word “Minnesota” as specified by U of M graphic standards. The minimum size for electronic applications (web graphics, PowerPoint, digital signage, etc...) is 220 pixels wide. For large format materials such as banners and table displays, make sure the identity remains prominent and legible. For paper sizes 3" x 5" and larger, For paper sizes smaller than 3" x 5" the minimum size of “Minnesota” is 0.875" the minimum size of “Minnesota” is 0.625" 0.625" 0.875" INCORRECT USAGE Please maintain proper proportions, color, size, combination, effect, and orientation of the Northrop Logo. The following are examples of incorrect uses. DO NOT outline or alter the colors, DO NOT distort the proportions DO NOT change any of the fonts or color combinations used in the Northrop logo DO NOT rotate the logo DO NOT alter the size of the DO NOT add a border to the logo, logo combination or invade the clear zone 4 BRAND // STYLE // GUIDELINES COLOR PALETTE Please use ONLY the colors below for all Northrop print and digital materials, plus black and white. C: 0 // 100 // 63 // 29 C: 0 // 27 // 76 // 0 R: 152 // 1 // 46 R: 253 // 191 // 87 Hex: #7A0019 Hex: #fdbf57 C: 62 // 100 // 63 // 29 C: 38 // 100 // 20 // 0 C: 78 // 16 // 84 // 29 C: 100 // 40 // 55 // 0 C: 100 // 24 // 20 // 55 C: 79 // 15 // 6 // 5 R: 68 // 8 // 41 R: 168 // 35 // 122 R: 37 // 122 // 71 R: 0 // 123 // 127 R: 0 // 79 // 104 R: 0 // 158 // 206 Hex: #440829 Hex: #a8237a Hex: #257a47 Hex: #007b7f Hex: #004f68 Hex: #009ece C: 10 // 100 // 50 // 0 C: 46 // 100 // 69 // 23 C: 100 // 58 // 83 // 11 C: 50 // 23 // 97 // 47 C: 100 // 34 // 11 // 39 C: 100 // 100 // 61 // 25 R: 217 // 27 // 92 R: 126 // 31 // 61 R: 1 // 93 // 76 R: 85 // 102 // 35 R: 0 // 89 // 129 R: 40 // 37 // 71 Hex: #d91b5c Hex: #7e1f3d Hex: #015d4c Hex: #556623 Hex: #005981 Hex: #282547 C: 34 // 16 // 100 // 17 C: 15 // 24 // 100 // 8 C: 15 // 9 // 20 // 58 C: 12 // 7 // 6 // 17 R: 153 // 159 // 43 R: 206 // 173 // 33 R: 113 // 116 // 109 R: 188 // 195 // 200 Hex: #999f2b Hex: #cead21 Hex: #71746d Hex: #bcc3c8 C: 11 // 10 // 67 // 11 C: 0 // 23 // 97 // 47 R: 207 // 194 // 105 R: 153 // 120 // 9 Hex: #cfc269 Hex: #997809 5 BRAND // STYLE // GUIDELINES TINTS AND OPACITIES Screened colors and opacities should be used only when absolutely necessary (i.e. placed behind copy for better readability) and in tint percentages from 10%-90%. DO NOT use gradients, shadows, or patterns of any kind. 10% 20% 30% 40% 50% 60% 70% 80% 90% CORRECT USAGE AND COMBINATIONS University maroon and/or gold MUST be used in all designed pieces. Please use no more than five to six of the remaining colors per piece to ensure cohesiveness. AT LEAST two of the colors should be analagous (i.e. in the same color set as listed). Exceptions can be made for multi-page print pieces or web slideshows, but may ONLY be used at the designer’s discretion. The following are examples of preferred color combinations, although others may be used. Please direct all design questions to Miranda Woehrle. 6 BRAND // STYLE // GUIDELINES GRAPHICS The Northrop brand employs a graphic motif in all print and digital pieces. These graphics are random and should change according to the image, copy, audience, and tone. DO NOT create patterns, illustrations or familiar shapes with the graphic elements. Please adhere to the following examples and guidelines, and direct all questions on the use of graphics to Miranda Woehrle. GRAPHIC ELEMENTS In order to meet Northrop's brand attributes (page 2), the following elements MUST be included in ALL graphic motifs: + Color Please refer to page 6 for approved color combinations. If the piece is black and white, use grayscale. For single color pieces, variation will be achieved through opacity (see below). + Opacity Variations in opacity are used to show overlap and intersection of shape, and to create visual depth. + Shape Shapes are created by layering areas of color (see above) and provide structure to the motif. Shapes should be random and ambiguous (i.e. no circles, ovals, squares, rectangles, etc...). + Line Use lines to differentiate between shapes and areas of color. In almost all cases, lines should be white (the ONLY exception is when graphics are on a plain white background, in which case lines should be black). Lines should always be in the foreground and in 100% opacity (i.e., no transparency). Line weight is dependent on the size of the piece, and should be visible, but not distracting. + Curve Use curvilinear forms to create shapes, but DO NOT create closed curves such as perfect circles or ovals. + Angle Acute and obtuse angles are used in all Northrop graphics as a way to create shape and structure. DO NOT use 90° or 180° angles to create borders. 7 BRAND // STYLE // GUIDELINES CORRECT USAGE Please ensure that all Northrop graphics complement other elements such as images, copy, and logos, and do not impede readability. In cases where no image is used, the graphics should be visually appealing, and take up an appropriate amount of space. Please use the examples on the following pages as a reference. Northrop Presents MARTHA GRAHAM DANCE COMPANY Fri, Apr 10, 8:00 pm Sat, Apr 11, 8:00 pm Carlson Family Stage Friday Program Prelude and Revolt (with U of M student dancers) Lamentation Variations Maple Leaf Rag Andonis Foniandakis new work: Echo Saturday Program Errand into the Maze NEW YORK CITY NEW YORK CITY Diversion of Angels Rite of Spring BALLET BALLET New work by Nacho Duato Sat, Oct 25, 8:00 pm Sat, Oct 25, 8:00 pm Carlson Family Stage Carlson Family Stage at Northrop at Northrop When multiple colors are used, please refer Graphics may cover part of an image, as to the approved color combinations long as the image itself is still recognizable Martha Graham Dance Company in Errand Into the Maze. Photo © John Deane. Graphics should cover 2-3 planes of the piece, and should follow the shape of the image whenever possible NORTHROP RESIDENTS FACT SHEET Northrop Presents Northrop is an epicenter of conversation and transformation that connects the University and communities beyond, through a celebration of performing arts, academics, and innovation. An architectural treasure, Northrop is an enduring symbol of the University, the focal point of the Twin Cities campus, and the anchor of the Northrop Mall. Since opening in 1929, Northrop has served as the University’s primary gathering place for the performing arts, concerts, academic ceremonies, and major civic events. The new Northrop will fuel innovation and creativity, and serve students, faculty, artists, audiences, and the State of Minnesota.