UNIVERSITY OF SAN DIEGO Identity Standards and Guidelines SPRING 2017 Table of Contents Our Identity . 1 Mission Statement . 1 The Office of University Publications tells the Vision Statement . 1 stories of the University of San Diego through Master Logo . 2 printed and online materials that are primarily Academic Marks . 4 aimed at external audiences. Seal . .6 Medallion. 8 Our office provides editorial and design services Monogram . 10 for a wide range of projects, including USD Spirit Mark . 12 Magazine, admissions materials, the annual Fact Athletics Marks. 14 Book and a large number of other print and Licensing. 14 General Marks and Logos Rules. 16 online pieces. To inquire further or to enlist our Anniversary Marks . 18 services, please submit a Project Request Form. Custom Signatures . 18 Custom Logos. 18 Visit our website at www.sandiego.edu/ Design Elements . 18 publications to learn more about the USD brand Improper Use of Marks and Logos. 17 and the services our department provides. Colors . 20 Proper Use of Accent Colors . 22 Improper Use of Accent Colors . 23 Typography. 24 Photography . 27 Writing . 28 Business Systems . 32 Stationery . 32 Email Signatures . 32 PowerPoint Presentations. 33 Web . 34 Responsive Design . 34 Social Media . 36 Video . 38 Video Repository/B-Roll . 39 Bumpers and Chyrons . 40 Video Platform . 40 Leading Change: The Campaign for USD . 42 Resources . 42 Email Signature . 44 Social Media . 44 Business Systems . 44 Leadership Listings . 46 B Our Identity The University of San Diego’s identity is based on a commitment to, and belief in, our mission, values and distinctions. Beyond logos and slogans, our identity is reflected in what we do and say, what we print and proclaim and what message we impart as an institution and as members of the university community. Our identity is the excellence of our faculty; our identity comes to life when our students go into the world and make a living by making a difference; our identity is a reflection of our Catholic character and our collective commitment to the dignity and fullest development of the whole person. Building our identity by maintaining certain consistent visual elements in materials helps the university build and maintain its stellar reputation locally, nationally and around the world. Mission Statement The University of San Diego is a Roman Catholic institution committed to advancing academic excellence, expanding liberal and professional knowledge, creating a diverse and inclusive community, and preparing leaders dedicated to ethical conduct and compassionate service. Vision Statement The University of San Diego sets the standard for an engaged, contemporary Catholic university where innovative Changemakers confront humanity’s urgent challenges. University of San Diego Identity Standards and Guidelines 1 Master Logo The master logo represents everything about the University of San Diego — location, Catholicity, STACKED 2-COLOR MASTER LOGO STACKED MASTER LOGO architecture and mission. REVERSED WITH BLUE If we had to summarize our entire brand into a single graphic image, it is the master logo. The master logo is the cornerstone of USD’s identity and should be prominently positioned in all printed and electronic communications materials. The horizontal master logo works best on projects that primarily have a horizontal format, such as certain postcards, billboards and mailers. Due to constraints of mobile technology, web designers and developers tend to prefer the horizontal master logo online over the stacked master logo. While the minimum allowed size of the master logo is one inch, for certain projects STACKED 1-COLOR MASTER LOGO STACKED MASTER LOGO REVERSED — such as giveaway merchandise — exceptions can be granted, based on legibility. Do build your design around the master logo. Do place the master logo in a logical, prominent spot. TO REQUEST A MASTER LOGO, EMAIL: HORIZONTAL MASTER LOGO [email protected] (SAME COLOR VARIATIONS AS STACKED LOGO) 1" MINIMUM SIZE CLEAR SPACE 2 University of San Diego Identity Standards and Guidelines 3 Academic Marks In 2016, the President’s Cabinet approved horizontal academic marks for the use of the College of Arts and Sciences and each of the schools, as well as Professional and Continuing Education. The rationale for this change is to focus more prominence on the college and schools. The university’s master logo should be the first choice for external communications. If an external communication is specifically about the college or school, the academic mark should be used. The vertical custom signature for the college or schools may be used for communications aimed at the campus community — students, faculty, staff and alumni and in cases where space is an issue. Do use the university’s master logo for general external communications. Do use the academic marks for college- or school-specific communications. Do not use custom signatures externally unless space is an issue. PREFERRED ACADEMIC MARK FOR VERTICAL CUSTOM SIGNATURE THE SCHOOL OF BUSINESS FOR THE SCHOOL OF BUSINESS ACADEMIC MARKS 4 University of San Diego Identity Standards and Guidelines 5 Seal Three intertwined golden rings: Represent reverence to God, the Holy Trinity and the education of the whole person. The seal is the official, legal mark of the university. Dove: Represents the Holy Spirit, It depicts the university’s history and is a symbol the source of truth and wisdom. of its excellence. Lamp: Expresses the role of the scholar, Rope: Represents the The seal is comprised of the shield, the three intertwined rings and the university’s to bring light into the belt worn by the darkness of ignorance. motto. Adopted in 1997, the seal combines features from the College for Women, Franciscans, including the College for Men and School of Law, and the Diocese of San Diego, and thus San Diego. represents the University of San Diego’s full history. The use of the seal is restricted and may be used only for: Shield • Official presidential correspondence • Official Board of Trustees correspondence Laurel Wreath: • Admissions acceptance materials Three Nails: Conferred as a mark Represent Jesus • Diplomas of achievement in Christ on the cross. • Commencement materials ancient times. Celtic Cross: Expresses the university’s Catholic identity. Earthenware Pot, or Spanish Olla: Symbolizes serving and feeding the poor. Motto Scroll: The university’s motto, Emitte Spiritum Tuum, means “Send Forth Thy Spirit” in Latin and was taken from Psalm 104. 6 University of San Diego Identity Standards and Guidelines 7 Medallion The medallion is a graphic identity element that is an alternative to the seal. Like the master logo, the medallion features The Immaculata, represents the FULL-COLOR MEDALLION FULL-COLOR MEDALLION University of San Diego’s Catholicity and history, and provides a sense of location, by WITH REVERSED TRADEMARK SYMBOL showcasing the university’s proximity to the Pacific Ocean. Print The medallion may be used in most printed materials. However, it should generally not be used on official documents or in applications that are directly related to the official business of the university. Web While the medallion was not created for use on the web, there may be instances where it is appropriate. Please contact the Office of University Publications for approval on such applications. 1-COLOR MEDALLION 1-COLOR MEDALLION REVERSED Merchandise and Apparel The medallion may stand alone on merchandise and apparel. While the minimum allowed size of the medallion is 1”, for certain projects — such as giveaway merchandise — exceptions can be granted. USD has appointed the Collegiate Licensing Company (CLC) to serve its exclusive trademark-licensing representative. It is important that all entities on campus use CLC-licensed vendors for production of any apparel or merchandise offered for sale, either on or off campus. 1" TO REQUEST A MEDALLION, EMAIL: [email protected] MINIMUM SIZE CLEAR SPACE 8 University of San Diego Identity Standards and Guidelines 9 Monogram The monogram is usually reserved for on-campus applications. It may also be used for major campus- wide initiatives that use the “USD” acronym 1-COLOR MONOGRAM or specialty items as approved by the Office of University Publications. The monogram was created in 1979 by the university’s first graduate and former director of design, Therese Whitcomb ’53. The monogram was also part of the university’s logo from 1979 to 2005. While the minimum allowed size of the monogram is 1”, for certain projects — such as giveaway merchandise — exceptions can be granted. EXAMPLE OF SANCTIONED INTERNAL CAMPUS USE OF THE MONOGRAM Use the monogram for on-campus applications only: • Monument signage • Employee uniforms • Pre-approved merchandise • Certain sanctioned campus-wide initiatives TO REQUEST A MONOGRAM, EMAIL: [email protected] 1" MINIMUM SIZE CLEAR SPACE 10 University of San Diego Identity Standards and Guidelines 11 Spirit Mark Spirit marks can be used on a wide range of informal materials for student groups, intramural PRIMARY 2-COLOR SPIRIT MARK PRIMARY 2-COLOR SPIRIT MARK REVERSED teams, alumni organizations, athletic events, merchandise and web applications to communicate and express school spirit. The spirit mark symbolizes, promotes and honors the Torero spirit. The Torero was chosen as a mascot by founder Bishop Charles Francis Buddy in 1961. The spirit mark showcases the Torero — in both words and graphics. It also ties the Torero mascot specifically back to the University of San Diego, reinforcing our name and our brand. All students, alumni, faculty and staff are members of the Torero community. The spirit mark is comprised of two components, the Torero symbol and the primary athletic word mark. The latter may be used in lieu of the official university master logo SECONDARY 2-COLOR SPIRIT MARK SECONDARY 2-COLOR SPIRIT MARK REVERSED on products or merchandise, in printed materials and on collegiate and club sports program stationery and business cards. Print The spirit mark may be used alone in printed materials as long as the words “University of San Diego” are spelled out.