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2018 Identity Standards & Style Guide

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2018 Identity Standards & Style Guide This is the Wittenberg brand. 2018 IDENTITY STANDARDS & STYLE GUIDE DRAFT JANUARY 2018 DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 1 Table of Contents OUR BRAND ...................................................................................................... 5 MASTER LOGO ................................................................................................. 6 ACADEMIC MARKS ......................................................................................... 8 UNIVERSITY SEAL ........................................................................................... 10 ATHLETIC MARKS ............................................................................................ 12 UNACCEPTABLE USAGE EXAMPLES ........................................................... 14 BRAND COLORS ............................................................................................... 16 TYPOGRAPHY ................................................................................................... 18 ICONOGRAPHY ................................................................................................. 20 PHOTOGRAPHY ................................................................................................ 22 BRAND VOICE ................................................................................................... 26 BRAND SAMPLES ............................................................................................ 32 Our Brand Every word. So, what is our brand? The Wittenberg brand is made up of many elements. It’s more than just our name or Every story. logo. It’s more than our colors, our Seal, and our motto. While our brand identity is made up of these components, our brand also includes what we do, what we say, the way we look, our history, present-day actions, and our vision for the future. It’s Every student. the message we stand by and demonstrate to the world as an organization and as individuals. It’s the emotional response people have when they hear our name. It’s the way people feel when they step onto campus. It’s the shared vocabulary we use when Faculty. Staff. we speak. It’s the way we treat each other and the way we welcome our guests. All of these attributes distinguish Wittenberg from other colleges and universities. At its core, Every photo. our brand is the essence of the institution. The Wittenberg mission is to provide a liberal arts education dedicated to intellectual inquiry and wholeness of person within a diverse residential community. Reflecting our Every color. Lutheran heritage, we challenge students to become responsible global citizens, to discover their callings, and to lead personal, professional, and civic lives of creativity, service, compassion, and integrity. Every font. Our brand comes to life when our students, alumni, faculty, and staff go out in the world and live the words of our mission. Every logo. HOW SHOULD THIS DOCUMENT BE USED? This document as a blueprint to help maintain our 172-year reputation. University- wide adoption of these standards is imperative for strengthing our brand and ensuring a single, coherent identity for the university. It all makes up the Wittenberg brand. The Office of University Communications must approve any media that is created that carries any official brand symbol of statement. This is includes all printed, electronic, and environmental matierals. Email [email protected] for specific inquiries or approval requests. DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 5 The Wittenberg Gothic Logo Master Logo Consider our logo a “first impression” of our brand. It’s something to hold dear and protect. After all, it’s our most valuable, visible core asset. It represents and reinforces everything we stand for. Hold it dearly, use Clear Space it carefully, and let the following 0.125” guidelines help you in using it 0.125” 0.125” Minimum Size, Height: 0.25” correctly. 0.75” 0.125” The Wittenberg Gothic Logo was designed by a typographer specifically for the university and unveiled in the early 1970s. This is the official trademark logo of the university. The typeface is not available publicly, and should not be used for any purpose other than appearing as the Wittenberg Gothic Logo. The logo must The Wittenberg Gothic Logo, Reversed The Wittenberg Gothic Logo, Grayscale The Wittenberg Gothic Logo, Black never be truncated to appear as ‘Witt.’ ACCEPTABLE TREATMENTS: The logo can appear in red or white in color documents, red against a light background or white against a dark background. Black is acceptable only in black-and-white documents. The Wittenberg Gothic Logo, Reversed on Red The Wittenberg Gothic Logo, Reversed on Photo The Gothic W Master Logo The logo must not be violated by overlaid text or graphics, and all surrounding (“The Winged W”) elements must be clear of the logo by 10% of its width. The logo must not be bisected, stretched, or otherwise manipulated in any fashion. 6 WITTENBERG UNIVERSITY — OFFICE OF UNIVERSITY COMMUNICATIONS DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 7 School of Graduate & Professional Studies Logo, Full-color School of Graduate & Professional School of Graduate & Professional School of Graduate & Professional Studies Logo, Black Studies Logo, Red Studies Logo, On Red Academic Marks School of Graduate & Professional Our School of Graduate & Professional Studies Logo, Specific Program, Full-Color Studies has a custom graphic treatment that is available for use in both internal and external communications. Internal graphic treatments are available for all Office/Department university departments and offices. Logo (Office of Admission Logo), Full-Color ACCEPTABLE TREATMENTS: The logos can appear in red or white in color documents, red against a light background or white against a dark background. Office of Admission Black is acceptable only in black-and-white documents. The logos must not be violated by overlaid text or graphics, and all surrounding elements must be clear of the logo by 10% of its width. The logos must not be bisected, stretched, or otherwise manipulated in any fashion. Examples of Department & Office Logos, Office of University Office of Alumni Department of Full-Color Communications Engagement Biology 8 WITTENBERG UNIVERSITY — OFFICE OF UNIVERSITY COMMUNICATIONS DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 9 The Official University Seal University Seal The Wittenberg Seal proudly displays a written and a visual representation of the Wittenberg motto, the founding year, university name, and location. It’s a reflection of the university’s history and is a symbol for its excellence. Its use is reserved for moments of distinction, university honors, and events determined by the Office of the President. University Seal, Red University Seal, Grayscale University Seal, Reversed with 25% Opacity ACCEPTABLE TREATMENTS: The Seal should appear in red, grayscale, or white (reversed) on full color documents such as official correspondences from the Office of the President, the Board of Trustees, or more general University communications. Metallics such as gold and silver, can be used, but should be reserved for special events, commencement materials, diplomas, and admission acceptance materials. This is a prestigious mark and should be treated as such. The Seal must not be violated by overlaid text or graphics, and all surrounding elements University Seal, “Silver” University Seal, “Gold” must be clear of the Seal by 10% of its width. It must not be bisected, stretched, or otherwise manipulated in any fashion. The Seal should never be used for day-to-day communications or campus events unless approved by the Office of University Communications. 10 WITTENBERG UNIVERSITY — OFFICE OF UNIVERSITY COMMUNICATIONS DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 11 Athletic Logo Full Color Athletics Marks The Wittenberg Athletics logo features the classic “Gothic W” and the official Tiger. This is the primary athletics mark and is featured on uniforms, publications, signage, and many other official uses. ACCEPTABLE TREATMENTS: The primary athletics mark is best deployed in three-color format (red, white, black) but may appear in two colors or one color. Against dark backgrounds, the ‘Gothic W’ may be displayed in white, resulting in a two-color logo. In grayscale documents, the Tiger should appear in black (100%) and white, and the Gothic W may appear as a screen of black, normally anywhere between 35% and 70%, depending on usage. The Tiger should not appear in any colors besides black and white, and must not be transparent in any way (the background must never show through the Tiger). Contact the Sports Information Office for two-color or one-color files. The Athletic Tiger “Ezry” Athletic Logo, Grayscale Athletic Logo, Black Athletic Logo, One Color DESIGN CONSIDERATIONS: Designers should consider the horizontal center of the primary athletics mark to be centered within the middle ascender of the W, not the measured center. In short, ignore the “wing” when centering the W. The logo must not be violated by overlaid text or graphics, and all surrounding elements must be clear of the logo by 10% of its width. The logo must not be bisected, stretched, or otherwise manipulated in any fashion. 12 WITTENBERG UNIVERSITY — OFFICE OF UNIVERSITY COMMUNICATIONS DRAFT — 2018 IDENTITY STANDARDS & STYLE GUIDE 13 University NEVER stretch or squeeze NEVER increase the size of NEVER change the font of NEVER move any part the logo. any part of the logo. any part of the logo. of the logo. NEVER change
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