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.

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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

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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

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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.

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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.

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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. The new Northrop will be a bustling, dynamic destination for collaboration and study, central to everyday life on campus. A vital center of academic distinction and discovery, the new Northrop will bring together three University-wide signature programs: The Institute for Advanced Study, The University Honors Program, and the College of Design’s Travelers Innovation Lab will engage their work with the artists, performers, and leading thinkers who will appear on stage as part of Northrop Presents.

“Northrop Presents has a tradition that the University of Minnesota is justifiably proud of, dating all the way back to the Artists’ Course when Northrop first opened its doors. By putting the most compelling artists of the day on stage at the center of campus, generations of students have been inspired by exhilarating cultural experiences. We are thrilled to bring Northrop Presents back to this beautifully NORTHROP restored gathering place that will be central to everyday life on campus. Now, our world-class artists will be matched by world-class technical capabilities and acoustics, and our audiences will find the artistic experience enhanced by the comfortable surroundings. Today’s leading minds can take part in symposia, screenings, and public forums in our technology-rich venues. The new Northrop will encourage Northrop Presents to expand our programming in ways that will continually enlighten, challenge, and engage our students, faculty, and the community.” Christine Tschida, Director of Northrop CARLSON FAMILY STAGE TECHNICAL & PRODUCTION SPECS

In general, graphics should comprise When bleeds are not possible, use graphics approximately 15-20% of the piece to create margins, and use black lines on white backgrounds ONLY

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INCORRECT USAGE The following examples show incorrect use of the Northrop brand.

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 The Rite of Spring

Saturday Program Diversion of Angels Rust Errand NEW YORK CITY NEW YORK CITY Echo BALLET BALLET Sat, Oct 25, 8:00 pm Sat, Oct 25, 8:00 pm Carlson Family Stage Carlson Family Stage at Northrop at Northrop

DO NOT mirror the graphic elements or Graphics MUST comprise at least 15% of

create headers, footers, or borders the piece Martha Graham Dance Company in Errand Into the Maze. Photo © John Deane.

DO NOT create a frame with the graphics, distract from the image, or impede readability in any way

NORTHROP CONSTRUCTION FACTS

The revitalization included • Cubic yards of concrete: 10,600 cy • Tons of concrete reinforcing bar: 865 tons • Tons of structural steel: 1100 tons • Miles of wire: Approx 152 miles (800,000 feet) • Pounds of sheet metal duct work: 500,000 lbs • Number of brick: 70,000 • Number of concrete block: 50,000 • Feet of wood trim: 15,000 feet (Approx 2.8 miles) • Size of stage: Approx 6,050 SF • Height of proscenium opening: 60’ wide x 39’ at apex • Number of stairs: 30 different stairs (Approx 1750 steps total) • New Terrazzo: Approx 33,000 SF • Existing Terrazzo Restoration: Approx 12,000 SF

Over 1300 tradespeople have worked on the project As of December 31, 2013 project percentages: • Number of man-hours to date: Approx 550,000 man hours • Combined minority work force percentage: 24.4% • Skilled minority male work force percentage: 10.4% • Female work force percentage: 13.9% • 12% of the construction dollars spent went to Women, Minority, Disabled Person and Small Business Enterprises NEW YORK CITY BALLET Sat, Oct 25, 8:00 pm Carlson Family Stage at Northrop

Source: JE Dunn Construction

Graphics should NOT cover more than 20% DO NOT use familiar shapes or repeated of the piece, and should not cover the patterns of any kind image entirely

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TYPOGRAPHY Please use ONLY the typefaces below for all printed and digital materials. These fonts were carefully chosen because of their readability and cohesiveness with our brand goals, and should NOT be altered in any way. ONLY the designer may choose to use the fonts in a more illustrative capacity.

PRIMARY TYPEFACE Northrop uses Seravek as a primary typeface for ALL printed materials. Please use ONLY the following text weights and variations. DO NOT outline, distort, or alter the typeface in any way.

Seravek Extra Light Medium Extra Light Italic Medium Italic Light Bold Light Italic Bold Italic Regular Regular Italic

ALTERNATE TYPEFACES If Seravek is not available, please use ONLY the approved University fonts listed below. All text weights and variations may be used, but DO NOT outline, distort, or alter the typefaces in any way.

Frutiger Helvetica Neue Hoefler Text Times New Roman

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PHONE/WEB LOCKUP The Phone/Web Lockup is comprised of Northrop’s phone number and website and should be used on all printed materials, although there are exceptions, such as building signage for example. DO NOT use the Phone/Web Lockup on digital materials including social media, online advertising, or web graphics. Please use the Phone/Web Lockup EXACTLY AS SHOWN in black or white ONLY, and in opacities from 40% to 90%.

DO NOT alter the elements in any way by changing the orientation, proportions, or typeface, and please follow minimum size requirements. Please direct all questions regarding the use of the Phone/Web Lockup to Miranda Woehrle.

Northrop Phone Minimum width = 1.5"

Northrop Website

PHONE/WEB LOCKUP PLACEMENT In most cases, the Phone/Web Lockup should be placed in the upper or lower right or left corners of the piece, OPPOSITE the Northrop Logo, but in the same color. The Phone/Web Lockup should bleed off the edge of the page, or to the edge of the margins if bleeds are not used. DO NOT place the Phone/Web Lockup on top of OR underneath the Northrop Logo.

Portrait (8.5" x 11", 11" x 17") Portrait (8.5" x 11", 11" x 17")

Where the Northrop Logo is Where the Northrop Logo is right-aligned, place the left-aligned, place the Phone/Web Lockup in the upper Phone/Web Lockup in the upper left corner, and bleed off the right corner, and bleed off the page or margin page or margin

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INCORRECT USAGE In rare cases, or for pieces smaller than 3.5" wide, the Phone/Web Lockup may be placed to the immediate right or left of the Northrop Logo. DO NOT place the Phone/Web Lockup on top of or underneath the Northrop Logo.

3.5" wide or less 3.5" wide or less

In small pieces, the DO NOT place the Phone/Web Lockup Phone/Web Lockup can be placed to the above or below the immediate right or left Northrop Logo of the Northrop Logo

NORTHROP RESIDENTS Northrop houses four different University units, known as Northrop Residents: Northrop Presents, University Honors Program, Institute for Advanced Study, and [College of Design’s] Travelers Innovation Lab. Please list Resident names EXACTLY AS SHOWN in all cases, and DO NOT abbreviate or use anagrams. DO NOT change the order of the Resident name listing.

RESIDENT LOCKUPS In situatations where two or more Northrop residents are involved in a project, a Resident Lockup should be used IN PLACE OF department logos. The Resident Lockup consists of two parts: the University of Minnesota wordmark, and the Resident Listing. DO NOT alter, distort, or rearrange the Resident Lockup in any way.

U of M Wordmark

Resident Listing

Resident Listing

U of M Wordmark

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RESIDENT LOCKUP SIZE/LAYOUT REQUIREMENTS Please use the following Resident Lockups IN PLACE OF the residents’ logos. The Resident Lockups should be in black or white ONLY, and should ONLY be placed at the bottom of the page, or on the back of a multipage piece. Please use the following guidelines to determine which Lockup to use.

For pieces that are between 5.5" and 8.5" wide, use the Resident Lockup above to ensure readability, align to the right of the page, and make sure it spans at least 3/4 of the width of the page

For pieces larger than 8.5" wide, use the Resident Lockup above, align to the right of the page, and make sure it spans at least 1/2 to 3/4 the width of the page

5.5" wide or less

In small pieces, the Resident Lockup should be placed on the bottom left or right corner of the page For pieces smaller than 5.5" wide, use the stacked Resident Lockup above

In situations where ONLY two Residents are participating in an event, please use the shortened Resident Lockups above

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INCORRECT USAGE Please maintain proper proportions, color, size, combination, effect, and orientation of the Resident Lockups. The following are examples of incorrect uses.

DO NOT change the order of the resident listing in the Lockup

DO NOT place a box or other graphics DO NOT use color in the Resident Lockup around the Resident Lockup

Portrait (8.5" x 11", 11" x 17") Portrait (8.5" x 11", 11" x 17") Portrait (8.5" x 11", 11" x 17")

DO NOT separate the resident names DO NOT place the Resident Lockup DO NOT use department logos in place from the U of M Lockup at the top of the page of the Resident Lockup

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BUILDING ILLUSTRATION In cases where photography does not work for a particular piece (i.e. for building communications), please use the Northrop Building Illustration below. The Building Illustration is a complete element and should NOT be altered in any way, with the exception of the line weight, and the color, which should follow Northrop brand standards.

PRINT Please use the following Building Illustrations for print materials, and follow proper sizing guidelines.

Large (5" or wider)

For pieces larger than 5.5" wide, use the Large Building Illustration, maintaining proper proportions and minimum size requirements

Medium (2.5" to 5") Small (1" to 2.5")

For pieces between 3" and 5", use the Medium Building For pieces smaller than 3", use the Small Building Illustration, maintaining proper proportions and minimum Illustration, maintaining proper proportions and minimum size requirements size requirements

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DIGITAL/ALTERNATE MEDIA Use the following Building Illustration for all digital pieces, and alternate media such as fabric or plastic

Use the Digital Building Illustration when more detailed images are not appropriate, such as fabric, plastic, low-resolution printing, video, and web

For better brand recognition, please use the Digital Building Illustration above

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EDITORIAL GUIDELINES AND USAGE With multiple programmatic arms and departments within Northrop, it is important to keep our messaging and branding consistent. Please use these guidelines for all designed communications.

Name Correct: Incorrect: Northrop Northrup Northrop dance Northrop Memorial Auditorium Northrop at the University of Minnesota Northrop Auditorium 2014//15 Northrop dance season 14-15 Northrop Dance Northrop Dance 2014-15

Website Correct: northrop.umn.edu Incorrect: www.northrop.umn.edu

Residents Northrop Presents University Honors Program Institute of Advanced Study College of Design’s Travelers Innovation Lab

Copresents DO NOT use dash to separate “co” and “presents.” When we are copresenting a performance, list Northrop first and then the copresenting organization second.

Examples: Copresented by Northrop at the University of Minnesota and Walker Art Center (if space allows) OR Copresented by Northrop and Walker Art Center (if space is limited)

Dates + Use three letter days of the week and month. + DO NOT USE THE YEAR unless your are referring to a date beyond the current season. + Display times with colon and minutes, a space, followed by am or pm (Example: 8:00 pm). + In case of multiple dates, use the three letter month followed by the beginning and end dates separated by an en dash (option + hyphen on Mac or ALT 0150 on PC). + If all dates have the same time, list the time with the colon, minutes, space, and am or pm. + If some of the dates have different times, list as “Times vary by date.” + For two dates or times only, separate with an ampersand. DO NOT spell out the word “and.”

Examples: Wed, Aug 12, 8:00 pm Wed, Aug 12–14, 8:00 pm Aug 12–24, Times vary by date Wed, Aug 12 & Thu, Aug 13, 7:00 pm Wed, Aug 12 8:00 pm & Thu, Aug 13, 7:30 pm

Year Please write the season as 2014//15, NOT 14-15. In cases of limitations regarding software or media ONLY, may a hypyen be used instead of the forward slashes (i.e. 2014-15).

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Countries For countries that have two words (i.e. United States, United Kingdom, etc...), use the two-letter abbreviation, with periods between each letter. For single-name countries (i.e. France, Cambodia, etc....), please spell the entire word.

Examples: London, U.K. “.....has extensively toured the U.S. and Australia...”

States Use the two-letter abbreviation for all states, but DO NOT use a period between the letters.

Example: Minneapolis, MN

Spaces after a period One, NOT TWO.

Paragraph spacing To make a new paragraph, enter twice, so there is a space between paragraphs. We DO NOT indent the first line of paragraphs.

Hyphenating Whenever possible, we do not hyphenate after line breaks. Instead, carry the word over to the next line.

Italics Always italicize the repertoire names, publications, and album titles. Put song titles in quotation marks.

Commas We use serial commas.

Example: Royal New Zealand Ballet will perform pieces by Benjamin Millipied, Javier De Frutos, and Ethan Stiefel.

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Em (—) and En (–) dashes The following guidelines for the use of em and en dashes are taken from the AP Style Guide. Em dashes DO NOT have spaces on either side of them. En dashes DO have spaces on either side, unless in a listing of span of dates.

Use the em dash to indicate: + Abrupt Change + Use dashes to denote an abrupt change in thought in a sentence or an emphatic pause (avoid overuse of dashes to set off phrases when commas would suffice).

Example: Through her long reign, the queen and her family have adapted—usually skillfully—to the changing taste of the time.

+ Series Within a Phrase When a phrase that otherwise would be set off by commas contains a series of words that must be separated by commas, use dashes to set off the full phrase:

Example: He listed the qualities—intelligence, humor, conservatism, independence—that he liked in an executive.

+ Attribution Use a dash before an author’s or composer’s name at the end of a quotation.

Example: “Take a deep breath, because Hubbard Street Dance is going to take your breath away.” —The Washington Post

Use the en dash to: + Indicate spans or differentiation, where it may be considered to replace “and” or “to.”

Example: Wed–Sat, Mar 12–15, 8:00 pm

Ticket prices List range from low to high and include all price types.

Example: $31, $42, $55

Quotations For placement with other punctuation follow these long-established printers’ rules: + The period and the comma ALWAYS go within the quotation marks. + The dash, the semicolon, the question mark and the exclamation point go within the quotation marks when they apply to the quoted matter ONLY. These marks go outside when they apply to the WHOLE sentence. + For units of measurement ONLY, use dumb quotes (") instead of typographer’s quotes (”).

Attribution Use a dash before an author’s or composer’s name at the end of a quotation.

Example: “Take a deep breath, because Hubbard Street Dance is going to take your breath away.” —The Washington Post

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Name mentions At the first mention of someone in writing, use their full name without a prefix. After the first mention, use their last name to reference them (not the first). We do not use titles of Mr. and Mrs. in the body copy.

Example: Visionary choreographer Angelin Preljocaj masterfully evokes what is nestled in the innermost recesses of our existence, rather than prophesizing about compulsive waves of catastrophe, irreparable destruction, or the imminent end of the world. Preljocaj uses these tools . . .

Titles Titles should be capitalized if listed before or without a name. If listed following a name, then they should be in lowercase.

Example: Cari Hatcher, director of marketing and publicity Director of Northrop Christine Tschida

List academic degrees after the person’s name, preceded by a comma. Use a period between each letter.

Example: Jane Doe, M.F.A., Ph.D.

Funding/Sponsorship credits Please direct all questions about funding credits to Grants and Sponsorships Specialist, Leah Hart-Cadd.

Photo credits All images used in Northrop print materials MUST include a photo credit. Please refer to “Northrop Image Crediting.pdf” for proper usage.

Music credits When listing music credits, always list as “Music by” instead of “Music: ”

Example: Music by Igor Stravinsky (NOT Music: Igor Stravinsky)

Margins Margins in a typed letter should be one inch (1") on all sides.

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CONTACT INFORMATION

Miranda Woehrle Creative Director Email: [email protected] Phone: 612-625-1523

Cari Hatcher Marketing & Publicity Director Email: [email protected] Phone: 612-625-6003

Leah Hart-Cadd Grants and Sponsorships Specialist Email: [email protected] Phone: 612-624-7652

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