Graphic Standards Manual Misericordia University PRESIDENT’SMESSAGE

This graphic standards manual introduces and explains Misericordia’s visual identity and institutional brand. The consistent use of these standards throughout all university communications—both in print and online— will build a stronger, more coherent, and more persuasive brand identity. A strong brand will in turn help us achieve our goal to increase CONTENTS awareness, interest, and enrollment while also President’s Message 2 improving student quality. As we make the Official 3 The Logo 4 change from College Misericordia to The Icon 7

Misericordia University, we have a great The Wordmark 10 opportunity to reinforce our brand promise: Examples of Correct Usage 11 Misericordia University is where caring, Examples of Incorrect Usage 14 Typography 15 motivated students receive the attention they Paper Stock 16 deserve, the high quality education they seek, Sample Publications 17 and the opportunities they need to be successful. If you have further questions about correct usage of the graphic identity and other brand elements, please contact the Marketing Communications Department for project approval. Michael A. MacDowell President

President’s Message 2 OFFICIALCOLORPALETTE

MAINCOLORPALETTE

COATED UNCOATED

There are two main in Misericordia’s official palette. The official colors coordinate with the Matching System, the most widely accepted industry standard for matching colors. Pantone colors are formulated to print on coated P M S 1 1 7 C P M S 2 9 3 C P M S 1 1 7 U P M S 2 9 3 U and uncoated paper. MISERICORDIA MISERICORDIA MISERICORDIA MISERICORDIA GOLD BLUE PANTONECOLORSON COATEDSTOCK: PMS 117C, gold COLORBUILDS WEBCOLORS PMS 293C, blue

PANTONECOLORSON UNCOATEDSTOCK: PMS 117U, gold PMS 293U, blue

PANTONEFOUR-COLOR PROCESSCOLORS: PROCESS PROCESS RGBVALUES: RGBVALUES: MU’s colors may also be made up COLOR: COLOR: MISERICORDIA MISERICORDIA of 4-color process screen builds to MISERICORDIA MISERICORDIA GOLD BLUE approximate the PMS equivalents. GOLD BLUE R = 1 9 6 R = 0

C = 0 C = 1 0 0 G = 1 5 8 G = 7 1 RGBVALUES: M = 1 8 M = 5 7 B = 1 3 B = 1 8 6 Specify the RGB (, , blue) Y = 1 0 0 Y = 0 values shown to match MU’s K = 1 5 K = 2 official colors on the Web.

ALTERNATEYELLOW/GOLD

COATEDUNCOATED COLORBUILDSWEBCOLORS ALTERNATEYELLOW/GOLD: In cases where a brighter is desirable, such as on the athletic logo, it is acceptable to use the alternate yellow/gold.

We recommend using this option sparingly as it is difficult to match in CMYK. Always use the P M S 1 1 6 C P M S 1 1 6 U PROCESS RGBVALUES: yellow/gold as an accent color. It is ALTERNATE ALTERNATE COLOR: ALTERNATE not deep enough to hold legibility GOLD GOLD ALTERNATE GOLD in type. GOLD R = 2 4 7 C = 0 G = 2 0 9 M = 1 6 B = 2 3 Y = 1 0 0 K = 0

Official Color Palette 3 THELOGO

The new logo consists of two components: an icon (a stylized rendering of the Misericordia arch) and a wordmark (the University name set in a specially created type treatment).

ICON WORDMARK

CORRECTUSAGE The icon and wordmark have been designed for flexible usage. The icon may appear alone, and the space between the icon and word- mark may be adjusted depending on layout requirements.

NOTE: The complete logo which includes both the icon and wordmark, must appear at least once on any application. Either the icon or the wordmark may appear independently only if the complete logo has been used.

The Logo 4 THELOGO

The logo has been designed in two orientations —horizontal and vertical—to provide flexibility in layout and design.

HORIZONTALORIENTATION

VERTICALORIENTATION

The Logo 5 THELOGO

There are two options for displaying the logo in two colors.

V E R S I O N 1

V E R S I O N 2

VERSIONONE shows the icon in gold and the wordmark in blue. Use this option when reproduction can be closely monitored to ensure that the detail in the icon is crisp and clear. This version is not rec- ommended for reproduction in small sizes.

VERSION 2 shows the icon in blue and gold with the wordmark in blue.

Use this option whenever reproduction cannot be closely monitored. This option will provide the most clarity in all sizes.

To ensure clear legibility, never attempt to reproduce the wordmark in PMS 117 Gold.

The Logo 6 THEICON

The icon—designed to reflect Misericordia’s history and traditions—is a stylized rendering of the University’s signature campus landmark, the main entrance archway. The icon may be used separately from the wordmark.

The Icon 7 THEICON

Three versions of the Misericordia icon that show varying levels of detail have been created to cover all reproduction requirements.

ICON/LARGEVERSION ICON/MEDIUMVERSION ICON/SMALLVERSION

1" or larger 1/2 – 1" 1/4"

LARGE: The large version shows MEDIUM: The medium version SMALL: The small version is the the most detail in the arch render- shows more detail in the arch most simplified rendering of the ing and is designed for use in large- rendering and is designed for arch and is designed for scale applications such as banners. general use. It is suitable for reproduction in sizes smaller reproduction at 1/2" in width to 1." than 1/2" in width, or for usage NOTE: with low-resolution requirements. The complete logo which includes NOTE: For best results, do not attempt both the icon and wordmark, The complete logo which includes to reproduce the icon at sizes must appear at least once on any both the icon and wordmark, smaller than 1/4." application. must appear at least once on any application. NOTE: Either the icon or the wordmark The complete logo which includes may appear independently only if Either the icon or the wordmark both the icon and wordmark, the complete logo has been used. may appear independently only if must appear at least once on any the complete logo has been used. application.

Either the icon or the wordmark may appear independently only if the complete logo has been used.

The Icon 8 THEICON

The two-color icon retains a background when overprinting a color. All other single color options are transparent when overprinting a color background.

2-COLOR OPTION 1-COLOR (WHITE) 1-COLOR (PMS 293) ON PMS 117 GOLD ON PMS 117 GOLD ON PMS 117 GOLD

2-COLOR OPTION 1-COLOR (WHITE) 1-COLOR (PMS 117 GOLD) ON 50% OF PMS 293 ON PMS 293 BLUE ON PMS 293 BLUE

2-COLOR OPTION 1-COLOR (WHITE) 1-COLOR (PMS 117 GOLD) ONSAMPLECOLOR ONSAMPLECOLOR ONSAMPLECOLOR

The Icon 9 THEWORDMARK

Misericordia’s wordmark is set in the Minion NOTE: The font size and letterspacing have been carefully typeface family. Minion is a contemporary adjusted for optimal legibility and visual flow. Do not attempt to font inspired by classical, old style typefaces recreate the wordmark. Always use the Illustrator document provided. of the late Renaissance. Minion combines the To ensure clear legibility, never aesthetic and functional qualities that make attempt to reproduce the text type highly readable with the versatility wordmark in PMS 117 Gold. of digital technology. The font size and letterspacing have been adjusted for optimal legibility and visual flow.

The Wordmark 10 EXAMPLESOFCORRECTUSAGE

PMS 293 blue and PMS 117 gold are the preferred color options for printing the logo. The logo may also reverse out of a solid color of either the official blue or gold.

Icon, PMS 117 and wordmark, PMS 293 Icon, PMS 293, PMS 117

Icon and wordmark, PMS 293, PMS 117 Icon, PMS 293

Icon and wordmark, white, on PMS 293 background Icon, PMS 117 on PMS 293

Icon and wordmark, PMS 293 on PMS 117 background Icon, PMS 293 on PMS 117

Examples of Correct Usage 11 EXAMPLESOFCORRECTUSAGE

1) Acceptable: The logo may overprint a photograph. For good legibility the logo must be placed in a clear area of the photo.

1) 2) Unacceptable: Do not attempt to print the logo on any photo that is too busy or does not have a clear, open area.

2) 3) Acceptable: Place the logo in a solid color field if a photo does not have a “dead area” that will allow clear legibility of the logo.

3) Examples of Correct Usage 12 EXAMPLESOFCORRECTUSAGE

Walk under the 1) The icon may be used alone as a graphic accent. Misericordia University arch and you step into the best of two worlds. You get a great education that builds a strong foundation for a successful career and a fulfilling life. 1)

2) The size and orientation of the icon and wordmark may be altered to enhance legibility in special applications such as a vertical banner.

2)

Examples of Correct Usage 13 EXAMPLESOFINCORRECTUSAGE

1) 1) The wordmark should never be MISERICORDIA replaced by another font. Always UNIVERSITY use the approved logo artwork.

2) 2) Do not apply a horizontal or vertical scale that will alter the original proportions of the icon or wordmark.

3) 3) Do not insert other elements into the logo.

4) 4) Do not “fill” the arch with a color other than Misericordia’s official colors.

5) 5) Do not use a background color that is too dark to hold the legibility of the logo.

Examples of Incorrect Usage 14 TYPOGRAPHY

Misericordia’s typographic palette consists of two primary font families—a serif font,

Minion, and a sans serif font, Avenir. MISERICORDIAUNIVERSITY PRIMARYFONTS When Minion is unavailable or where print The fonts for Misericordia have been chosen to provide an elegant, quality cannot be controlled, we recommend clean, and flexible suite of typefaces to meet the University’s diverse substituting Times New Roman, a widely communications needs. Minion and Avenir combine classic with available serif font. contemporary styling. Both font families consist of a range of weights from to extra bold.

Use Avenir sparingly to draw atten- tion to a headline or when a bold MINION 11 on 12 point weight is required to bring out a abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQ caption or subhead. We do not RSTUVWXYZ 1234567890 Consistent use of typography recommend Avenir for running text. MINION ITALIC 11 on 12 point MISERICORDIA’S abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNO SECONDARYFONT PQRSTVWX YZ 1234567890 Consistent use of typography will When Minion is unavailable, Times New Roman may be used instead. MINION BOLD 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 Consistent use of typography

MINION BOLD ITALIC 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 Consistent use of t

AVENIR ROMAN 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890 Consistent use of typog

AVENIR 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 Consistent use of

MISERICORDIA SECONDARY FONT

TIMES NEW ROMAN 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ 1234567890 Consistent use of typography TIMES NEW ROMAN ITALIC 11 on 12 point abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNO PQRSTVWX YZ 1234567890 Consistent use of typography w

Typography 15 PAPERSTOCK

Anthem, manufactured by New Page Papers, is the paper stock chosen for Misericordia’s printed marketing materials. Domestically produced, Anthem offers consistent product quality and press performance.

An economy grade with outstanding opacity, Anthem is a good choice for Misericordia brochures, catalogs, and direct mail.

Finishes play an important part in all print communications. Misericordia’s materials have a dull finish, which provides a smooth tactile quality without the glare of a high gloss sheet.

Paper Stock 16 SAMPLEPUBLICATIONS

6.5 X 9” 4 PAGE BROCHURE The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications.

COVERBLURB FONT Minion SIZE 12 point LEADING 15 point TRACKING 0 COLOR PMS 293, 70%

COVERHEADLINETYPE FONT Avenir Heavy

PA G E 4 COVER SIZE 10.6 point LEADING 22 point TRACKING +5 COLOR white

TEXTTYPE FONT Minion SIZE 8.6 point LEADING 12 point; +6 sec. lead TRACKING 0

HEADS FONT Avenir Heavy SIZE 7 point LEADING 12 point; +2 above TRACKING +10

CALLOUTS FONT Avenir Heavy SIZE 10 point LEADING 12 point PA G E 2 PA G E 3 TRACKING +10 COLOR PMS 293

Sample Publications 17 SAMPLEPUBLICATIONS

6.5 X 9” BOOK The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications.

COVERHEADLINE FONT Minion SIZE 19 point LEADING 20 point TRACKING 0 COLOR white

COVERTEXT FONT Minion

COVER SIZE 9.6 point LEADING 13 point, +6 sec. lead TRACKING 0 COLOR PMS 293

TEXTTYPE FONT Minion SIZE 8.6 point LEADING 12 point; +6 sec. lead TRACKING 0

PAGEHEADS FONT Avenir Heavy SIZE 8 point LEADING 12 point; +2 above TRACKING +30

TEXTHEADS FONT Avenir Heavy SIZE 7 point PA G E 2 PA G E 3 LEADING 12 point; +2 above TRACKING +10

Sample Publications 18 SAMPLEPUBLICATIONS

6 PANEL BROCHURE W/REPLYCARD The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications.

BACKCOVER FRONTCOVER COVERBLURB FONT Minion SIZE 16 point LEADING 20 point TRACKING 0 COLOR white

HEADLINETYPE FONT Avenir Heavy SIZE 9 point LEADING 20 point TRACKING +10 COLOR white PA N E L 2 PA N E L 3 PA N E L 2 H E A D FONT Avenir Heavy SIZE 8 point LEADING 12 point TRACKING +30 COLOR PMS 293

PA N E L 2 T E X T FONT Minion SIZE 9.6 point LEADING 12 point; +2 sec. lead TRACKING 0 REPLYCARD RETURNMAILINGPANEL PANEL 3 HEADS FONT Avenir Black SIZE 7 point LEADING 14 point, +2 pts. before TRACKING +6

PA N E L 3 T Y P E FONT Avenir Medium SIZE 8.6 point LEADING 14 point TRACKING 0

REPLYCARDTYPE FONT Avenir Medium SIZE 8 point LEADING 20 point TRACKING +50

Sample Publications 19 SAMPLEPUBLICATIONS

POSTCARD The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications.

COVERBLURB FONT Minion SIZE 20 point LEADING 22 point, +18 sec. lead TRACKING 0 COLOR white

HEADLINETYPE

FRONT FONT Avenir Heavy SIZE 9 point LEADING 20 point TRACKING +10 COLOR white

BACKHEAD FONT Minion SIZE 15 point LEADING 18 point TRACKING +10 COLOR PMS 293

BACKTYPE FONT Minion SIZE 10 point LEADING 13 point TRACKING 0

BACK BACKSUBHEAD FONT Minion SIZE 14 point LEADING 18 point; +6 sec. lead TRACKING 0 COLOR PMS 293

Sample Publications 20