UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 1 University of Waterloo Visual Identity Guidelines OCTOBER 2017 TABLE OF CONTENTS UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 2 Section 1: Context Logo placement 38 Digital 82 Print examples 39 Presentations 83 Introduction 4 Without bleed 40 Websites 84 Brand platform overview 5 Digital examples 41 Digital ads 85 Image style 42 Digital screens 86 Principles 43 Social media posts 87 Photography 44 Section 2: Elements and principles Generative renders 48 Illustrations 50 Logos 7 Section 4: Templates Infographics 52 University 8 Symbols 53 Faculty, department, school and campus lockups 11 Overview 89 Digital 55 Co-branded and partnership lockups 12 Print 90 App icons 56 University seal 13 Brochures 91 Social media elements 57 Events 14 Proposals 93 Website overview 58 Improper use 15 Posters 94 Accessible Colours 59 Typography 16 Name tags 95 Video 62 Bureau Grotesque 18 Digital 96 Overview 63 Le Monde Livre 19 Presentations 97 Top and tail 64 Typ1451 20 E-vites 98 Watermark 65 In use 21 Social media posts 99 Lower third 66 Colours 26 University palette 27 Faculty palettes 28 School and Campus palette 29 Section 3: Design applications Affiliated and Federated Institutions of Waterloo 30 (AFIW) palettes Print 68 Colour bar 31 Publications and reports 69 Examples 32 Brochures 75 Improper use 33 Print ads 77 Layout 34 Posters 78 Strategy 35 Temporary signage and wayfinding 79 Margin, colour bar and logo 36 Promo and retail items 80 Logo sizing 37 Pull-up banners 81 UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 3 CONTEXT SECTION 1 SECTION 1: CONTEXT UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 4 INTRODUCTION This document contains guidelines and principles for using the University of Waterloo’s visual identity. The new identity is intended to reflect the extreme present — a sense of timeliness, not timelessness. To achieve this, the system is designed to be inherently adaptive and evolve over time. This guide is not intended to limit, but instead provide the tools (core elements) and inspiration (sample applications) to help you create compelling communications that align with the brand. NOTE: SOME PHOTOGRAPHY AND ILLUSTRATIONS SHOWN THROUGHOUT THIS GUIDE ARE INSPIRATIONAL EXAMPLES ONLY AND SHOULD NOT BE USED IN COMMUNICATIONS. SECTION 1: CONTEXT UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 5 BRAND PLATFORM OVERVIEW Our promise Our story Our purpose The University of Waterloo was designed to be different. Our purpose is to inspire and equip inquiry and the To challenge, connect A strategic integration of teaching and academic excellence, creation of personal, economic and societal value. co-operative and experiential education, entrepreneurial and propel those who spirit, and curiosity- and impact-driven research has created one of the most relevant, connected and innovative Our goal challenge, connect and institutions in the world. To be the world’s top university for creators, explorers propel our world. and boundary-pushing thinkers. What makes us unique Beacon for the brightest Our values Co-op and experiential education Transformational research Exploration Entrepreneurial ecosystem Originality Connection Creation Our personality Courage We are optimistic. We are curious. Our tone We are unconventional. We are pragmatic. Inspiring We are unstoppable. Bright Imaginative Candid Ambitious UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 6 ELEMENTS AND PRINCIPLES SECTION 2 UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 7 LOGOS SECTION 2: ELEMENTS AND PRINCIPLES SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 8 LOGOS uwaterloo.ca/brand/resources/logos/official-logos Horizontal lockup — preferred The University of Waterloo logo is a primary element of the visual identity system. Horizontal and vertical versions of the logo are available. In most cases, the horizontal version is preferred. The black and white reverse versions of the logos should be used only when colour printing is not an option. COLOUR COLOUR REVERSE BLACK WHITE REVERSE SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 9 LOGOS uwaterloo.ca/brand/resources/logos/official-logos Vertical lockup The University of Waterloo logo is a primary element of the visual identity system. Horizontal and vertical versions of the logo are available. In most cases, the horizontal version is preferred. The black and white reverse versions of the logos should be used only when colour printing is not an option. COLOUR COLOUR REVERSE BLACK WHITE REVERSE SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 10 LOGOS > CLEAR SPACE AND MINIMUM SIZES Y Clear space Recommended clear space around the logo has been provided X to ensure its visibility and impact. No other graphic element Y should appear within the clear space, with the exception of Senate-approved centres and institutes, and co-branded and partnership lockups (see page 13). X Minimum size Recommended minimum sizes shown below have been established in order to maintain legibility. For the horizontal X version, ensure the height of the shield is never less than 7.3 millimeters (mm) or 28 pixels (px). For the vertical version, ensure the full height is no less than 14.8 mm or 54 px. Y X 7.3MM/28PX X 14.8 MM/54 PX Exceptions to the minimum size requirements may be made when the display area is smaller than the specified minimum size. An example is printing logos on pens. In these cases, the Y logo should be as large as possible. X SAMPLE CLEAR SPACE NOTE: ENSURE THAT CLEAR SPACE AND MINIMUM SIZES TAKE INTO ACCOUNT THE WHITE BORDER AROUND THE SHIELD. SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 11 LOGOS > FACULTY, DEPARTMENT AND SCHOOL LOCKUPS uwaterloo.ca/brand/resources/logos/faculty-department-and-school-logos A logo lockup has been developed for faculties, departments and schools. Faculty information is introduced as second level information and is situated on a single line below the University of Waterloo wordmark. TWO LEVELS OF INFORMATION (FACULTY) When departments or schools are introduced, the lockup is comprised of three levels of information with the department or school introduced as third level information. Clear space Recommended clear space around the logo has been provided to ensure its visibility and impact. No other graphic THREE LEVELS OF INFORMATION (DEPARTMENT OVER ONE LINE) elements should appear within the clear space. No other logo should appear beside the University of Waterloo logo. Minimum size Recommended minimum sizes have been established in order to maintain legibility. Ensure the height of the shield is no less than 7.3mm/28px. THREE LEVELS OF INFORMATION (DEPARTMENT OVER TWO LINES) 7.3MM/28PX Y Exceptions to the minimum size requirements may be made X Y when the display area is smaller than the specified minimum size. An example is printing logos on pens. In these cases, X the logo should be as large as possible. NOTES: SAMPLE CLEAR SPACE ENSURE THAT CLEAR SPACE AND MINIMUM SIZES TAKE INTO ACCOUNT THE WHITE BORDER AROUND THE SHIELD. LOCKUPS LIVE DIFFERENTLY IN WEBSITE APPLICATION. REFER TO PAGE 58 FOR MORE DETAILS. SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 12 LOGOS > CO-BRANDS, PARTNERSHIPS AND SPONSORSHIPS When other logos are locked up with the University of Waterloo SAMPLE CO-BRAND LOCKUP logo, the horizontal logo should be used with a vertical line the width of the letter I in “University,” that is at a distance of the width of the letter O in “Waterloo.” The co-brand, partner, or sponsorship logo should be placed to the right of the vertical line at a distance of the letter O. For scale, the co-brand/partner/ sponsor logo should be matched to align optically with the overall proportion of the University of Waterloo logo. C0-brands A co-brand is used to represent two entities who are working together. Co-branding is available for Senate-approved research SAMPLE PARTNERSHIP LOCKUP centres and institutes. Partnerships A partnership is when the two or more entities share the benefits and risks of a venture. A partnership includes the University of Waterloo, and other external brands. Sponsorships A sponsorship is when an entity supports an event, activity, person, or organization financially or through the provision of products or services. SAMPLE OF MULTIPLE PARTNERS OR SPONSORS IN LAYOUT In instances where there is more than one partner or sponsor, a logo lockup should not be used. Instead, the University of Waterloo logo should live in layout according to its left or right placement options at the bottom of the page with the partnership or sponsor logos beside it. Accompanying text that gives the In partnership with: partnership or sponsor logos context can be placed above the logos with a horizontal line spanning the width of the margin placed in between. PARTNER LOGO PARTNER LOGO PARTNER LOGO NOTE: IN WATERLOO CONTENT MANAGEMENT SYSTEM (WCMS) WEBSITES, THE CO-BRAND NAME APPEARS AT THE TOP OF THE PAGE IN THE SITE TITLE. THE LOGO CAN BE PLACED IN THE SITE FOOTER. SECTION 2: ELEMENTS AND PRINCIPLES UNIVERSITY OF WATERLOO VISUAL IDENTITY GUIDELINES OCTOBER 2017 13 LOGOS > UNIVERSITY SEAL The University of Waterloo seal is reserved for official, ceremonial and heritage use, such as convocation programs and select retail items. When the representation of the seal is used, it may not be modified in any way and may not be attached to or combined with any other type or graphic. Use of the official seal must be authorized by the Vice-President of University Relations or a designate and is available only by request. Minimum Size Recommended minimum sizes have been established in order to maintain legibility.