Graphic Identity Guidelines CONTENTS 3 Introduction 17 Colours The brand of Linköping University Colour as identity One brand Base colours Complementary colours 6 The logotype Choosing colours Logotype White space 22 Application Graphic identity guidelines for subordinate senders Business cards and compliments slips Graphic guidelines for collaborations Templates for Word dokuments Guidelines for use of the Sweden Templates for Powerpoint Email signature 12 Typography Tpography and typefaces 19 Visual language Korolev LiU — identity typeface Visual language Miller — body copy typeface Georgia and Calibri — default typefaces Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS Introduction Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 4 Inledning The brand of Linköping University AIM To enable individuals to take on the challenges of the day The aim explains why Linköping University exists. We have the same mission as all Swedish universities, but this is not enough for us; we exist to use new ideas and concrete opportunities to aid the evolution of societies worldwide. POSITION Innovator The position is what distinguishes us from other universities. We are not traditionalists, nor are we newcomers. We are innovators. PROMISE Innovation is our only tradition We promise to always be in motion, promote openness and interaction across all types of boundaries and encourage each other’s creativity and vision. To question old habits and seek answers beyond established solutions. Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 5 Introduction One brand PHASING OUT There are currently a number of operations that To support and increase our competitiveness, OTHER SENDERS have their own visual identity — most of which were Linköping University has what is called a mono- established prior to the decision to use a single Alongside “Linköping University” there are names brand and logotype. These visual identities will now lithic brand strategy. This means that there is just for different parts of the university, such as facul- be successively phased out, and be replaced by one brand and one logotype. Other senders within ties, departments and divisions, as well as various the graphic identity guidelines described in this the organisation may not develop their own projects, centres, groups and initiatives. In all document. Requests for exceptions will be brands or visual identities. communication, these senders are subordinate to assessed by LiU’s director of communications. All of us, whether we work or study here, and the Linköping University brand. Subordinate whichever part of the organisation we’re in, are senders may not develop their own logotypes, part of Linköping University. This strengthens our visual expressions or competing messages. Graph- sense of unity and our competitiveness. ic guidelines for subordinate senders are present- ed in the Logotype chapter (page 9). OUR OFFICIAL NAME Linköpings universitet is our official name. When The following subordinate senders are written writing in English we use the English version of using their full name. the name: Linköping University. • Faculties • Departments IN SWEDISH • Institutes Linköpings universitet – with lower-case u. • Organisational units • Internal service functions IN ENGLISH • Programmes • Research groups Linköping University – with upper-case U. • Funded research projects • Research centres or similar ABBREVIATION LiU – with upper-case L, lower-case i and upper- case U, as per accepted usage in the tertiary edu- cation sector. The first time the abbreviation is used in a text it must be explained, e.g.: “At Linköping University, LiU, it is important...” Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS The Logotype Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 7 Logotype Logotype NEDLADDNING The logo can be downloaded from There is a primary logotype, with the name to the right, and two secondary versions for www.liu.se/insidan/kommunikationsstod/ use on spaces of unusual shape. The primary version can be used freely by everyone at the grafiskprofil where you can also find information on which file format is best suited to your needs. university; the secondary versions in consultation with the Communications and Market- ing Division. The logotype (logo) is available in a Swedish version which is used when communicating in Swedish and an international version for communication in English or other languages The logo is only available in black or white. Primary logotype, Swedish version Primary logotype, international version Secondary logotypes, Swedish versions Secondary logotypes, international versions Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 8 The Logotype White space For the logotype to appear distinctly there must always be a certain amount of white space, i.e. distance to adjacent images, text etc. The diagramme below shows the mini- mum required – but it can preferably be more. The logo must always be surrounded by white space equal to the width of the “l”. Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 9 The Logotype Graphic identity guidelines for subordinate senders APPROVAL OF NAMES Linköping University is the only organisation that At Linköping University there is just one brand and one logotype. In addition to has brand status. When creating names at LiU, the the brand there are a number of subordinate senders, which can be organisational objective is to make clear what we do. These names do not get their own logotypes. When a new units, projects or groups. (See lists below.) These are referred to by their name; operation is to be named, this is done in conjunction they don’t have a logo. Read more about our brand strategy on page 4. with the university’s Director of Communications. All subordinate senders must follow the graphic identity guidelines for Linköping University. They may not have their own visual expression. The names of these NAMING GUIDELINES operations can function as their own wordmarks and must be written in the type- When a new operation or group is formed within the face Korolev LiU. (Read more about Korolev LiU on page 14.) Consequently, the university, the new name must: name must not become part of the university’s logo or be positioned adjacent to it. • clearly describe the operation The Communications and Marketing Division is happy to assist in setting the name • be concise, and easy to pronounce and communi- in Korolev LiU, so it looks good and follows the guidelines. cate in Swedish and English FACULTY DEPARTMENT OTHER EXAMPLES GUIDELINES FOR ABBREVIATION OF NAMES FACULTY OF MEDICINE AND HEALTH SCIENCES DEPARTMENT OF BEHAVIOURAL SCIENCES AND LEARNING INSTITUTE FOR ANALYTICAL SOCIOLOGY The first time a university operation such as a FACULTY OF ARTS AND SCIENCES DEPARTMENT OF BIOMEDICAL ENGINEERING INSTITUTE FOR RESEARCH ON MIGRATION, department is mentioned, its complete name should be used, together with the abbreviation. ETHNICITY AND SOCIETY (REMESO) FACULTY OF SCIENCE AND ENGINEERING DEPARTMENT OF CLINICAL AND EXPERIMENTAL MEDICINE Subsequent mentions can use the abbreviation FACULTY OF EDUCATIONAL SCIENCES DEPARTMENT OF COMPUTER AND INFORMATION SCIENCE HELIX VINN EXCELLENCE CENTRE alone. DEPARTMENT OF CULTURE AND COMMUNICATION LINNAEUS CENTRE HEAD DEPARTMENT OF ELECTRICAL ENGINEERING SWEDISH INSTITUTE FOR DISABILITY RESEARCH EXEMPTIONS DEPARTMENT OF MANAGEMENT AND ENGINEERING Linköping University has a number of joint ven- tures, operations and projects that are exempted DEPARTMENT OF MATHEMATICS from the monolithic brand strategy. Other exemp- DEPARTMENT OF MEDICAL AND HEALTH SCIENCES tions include a few operations that are mainly DEPARTMENT OF PHYSICS, CHEMISTRY AND BIOLOGY financed externally. Exemptions will be granted restrictively, by the university’s Director of Commu- DEPARTMENT OF SCIENCE AND TECHNOLOGY nications. DEPARTMENT FOR STUDIES OF SOCIAL CHANGE AND CULTURE DEPARTMENT OF SOCIAL AND WELFARE STUDIES DEPARTMENT OF THEMATIC STUDIES Graphic Identity Guidelines Linköping University 1.2 2016 CONTENTS 10 The Logotype Graphic guidelines for collaborations The extent to which Linköping University’s visual identity is used depends on the uni- versity’s role in the collaboration. We have identified three different types of collabora- tions; see typical examples of these below. On repelignimus verum ressunt. Ficipitio. Si delesto Headline dis maximet, aut oditat voluptatur? Edic tota ilita volore sit exersperem volor sus. Volore imus eos dolorrum quo in es int voloreptas nusda nest, solo- On repelignimus verum ressunt. Ficipitio. Si re nonsequamet adia inti nus eos dolupturit minv delesto dis maximet, aut oditat voluptatur? two lines Edic tota ilita volore sit exersperem volor sus. Headline Headline Volore imus eos dolorrum quo in es int volorep- tas nusda nest, solore nonsequamet adia inti two lines nus eos dolupturit minv On repelignimus ver- two lines um ressunt. Ficipitio. Si delesto dis PARTNER 1 PARTNER 1 PARTNER On repelignimus verum ressunt. Ficipitio. Si delesto dis maximet, aut PARTNER 2 PARTNER 3 oditat voluptatur? Edic tota ilita volore sit exersperem volor sus. Volore PARTNER 1 PARTNER 2 PARTNER 3 Our partners’ logotypes are positioned, wherever possible, Partners must adhere to our logotype guidelines. Partners must adhere to our logotype guidelines. on the back cover of printed materials, and always on a white background, clearly separated from LiU’s logotype. 1.