brand guidelines - emory universitycommunications.emory.edu/_includes/documents/... · the “i’m...

Brand Guidelines

2 INspired. INvolved. INvested.

Contents

Graphic Standards . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Faq . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Sub-brand Guidelines . . . . . . . . . . . . . . . . . . . . . . . 5

Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Formats and reproduction . . . . . . . . . . . . . . . 7– 8

Samples of group versions . . . . . . . . . . . . . . . . . 9

Samples of email headers . . . . . . . . . . . . . . . . . 10

Logo use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Incorrect use of the logo . . . . . . . . . . . . . . . . . . 12

Color and space requirements . . . . . . . . . . . . . 13

Use with photography . . . . . . . . . . . . . . . . . . . 14

Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Web Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Contact Information . . . . . . . . . . . . . . . . . . . . . . . 17


The “I’m IN” visual identity of the Emory Alumni

Association is created through the consistent use

of graphic elements, including logo, typography,

imagery, and color palette. By preserving a

professional and recognizable look for “I’m IN,”

we are protecting the Emory name and reinforcing

the quality of the Emory Alumni Association as

an institution to all audiences. The existence of

these guidelines does not mean that materials must

look exactly alike. However, the standards call

for materials to demonstrate a family resemblance

so it is clear they are from the same institution.

This will cause the audience to associate all “I’m

IN”-branded materials with the Emory Alumni

Association.

The guidelines that follow apply to the “I’m IN”

sub-brand, typefaces, graphics, and color usage.

They represent a cohesive standards system that

unifies the “I’m IN” sub-brand while still allowing

for graphic distinction among the various schools,

units, and major programs.

Graphic Standards


Q: Why are brand guidelines necessary?A: It is necessary to establish the “I’m IN” identity

under one unified set of standards. Guidelines are necessary to maintain a consistent, high-quality look and feel throughout all materials. This will ensure all materials are recognizable as a unit.

Q: May I create an official wordmark by adding the name of my school or unit next to the “I’m IN” logo?

A: No. The approved “I’m IN” logo has been carefully and uniquely designed by identity specialists and must be accessed by contacting Sarah Cook or Miles Cliatt. You may need the advice and assistance of a graphic designer to use these files properly.

Q: Can I get my own custom logo?A: There are versions available for chapters, interest

groups, events, etc. If you have a request for a new version, please contact Sarah Cook or Miles Cliatt.

Q: How do I get the logo?A: Put in a request with Sarah or Miles and they will

contact the designer. Please let Sarah know how you will be using the logo so that the correct format can be supplied to you.

Q: Who do I call if I have a problem or question?A: Sarah Cook

Senior Director, Communication and Technology Emory Alumni Association Emory University, Development and Alumni Relations 404.727.2551 | [email protected]

FAQ


The “I’m IN” sub-brand is designed as an identifier for the Emory Alumni Association. It has been considered carefully and should not be altered or rearranged.

The Emory Alumni Association’s “I’m IN” sub-brand generates a feeling of excitement and inclusion for all alumni. It communicates the key messages of involvement, connection, and service. It is a unifying identity for all of the association’s many groups, regional chapters, interest groups, affinity groups, student groups, signature programs and events, publications, and web presences.

There are many ways in which the identity can be used such as communications, email headers, premium items, displays, and banners.

If a custom version is needed for a chapter or group, please contact Sarah Cook [email protected] or Miles Cliatt [email protected] at the alumni association. They will put in a request with the designer. Please let them know how you will be using the mark so that the correct format will be supplied.

PLACEMENTThe “I’m IN” sub-brand should be used in conjunction with the Emory shield logo. On alumni association communications pieces, the “I’m IN” should be in the most prominent position. The Emory shield should not be directly adjacent to the “I’m IN,” but should be included in the piece.

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Sub-brand Guidelines


The serif face in the button is Serifa Black.

The text curving above the top of the button is Futura Bold.

The text curving below the bottom of the button is Futura Heavy.

The words “INspired. INvolved. INvested” may also be used in conjunction with the I’m IN sub-brand. It should appear exactly as shown here in Serifa Bold. To get a copy of this file please contact Miles Cliatt.

Serifa Black

Serifa Bold may be used for secondary text in ads, etc.

Futura BoldFutura Heavy

Futura Book may be used for secondary text in ads, etc.

Process: Blue: C=100 M=63 Y=0 K=23Yellow: C=0 M=30 Y=100 K=5

Pantone: Blue: PMS 280Yellow: PMS 130

Web:Blue: 000066Yellow: f0af13

Fonts

Colors


Other ways in which the mark may need to be reproduced:

4-color halftone (button with shadow)4-color flat2-color flat (PMS colors)1-color halftone (button with shadow)

(black, PMS color 280 blue)1-color flat (black, PMS color 280 blue, white)

Please contact Sarah Cook or Miles Cliatt for the correct format and color file for your use.

There will be instances when the halftone art of the button will not reproduce well, please use the “flat” version

When printing on a premium item there should be a ® included next to the word Emory

The Emory shield logo must accompany all uses of the “I’m IN” mark. It should not appear directly adjacent to the mark, but should be included somewhere in the piece. There may be exceptions but they must be approved by the mark manager.

When printing on a color background, use version with white type for the word ASSOCIATION. Avoid printing on blue so that the button will stand out and not blend in.

The mark should never be stretched or distorted in any way.

Formats and Reproduction


4-color button w/shadow

4-color button w/shadow and

surrounding typefor printing on white or light backgrounds

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4-color button w/shadow and

surrounding typefor printing on dark

backgrounds

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1-color button (PMS 280)

w/shadow and surrounding type

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1-color button (black) w/shadow and

surrounding type

4-color button w/shadow and line of type

Flat version:Can be reproduced in

4-color or 2-color

4-color or 2-color 1-color grayscale

Flat version For premium items using ®

4-color button w/shadow and surrounding type

for printing on premiums


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Sample of Groups


Sample Email Headers


APPROVAL OF LOGO USEA PDF or hard copy of every publication and electronic communication that includes the “I’m IN” sub-brand MUST be submitted to Sarah Cook or Miles Cliatt at the Emory Alumni Association before being printed or published.

USING THE “I’m IN” LOGO IN CONJUNCTION WITH THE EMORY SHIELDThe “I’m IN” should be used in conjunction with the Emory shield logo. Please contact Sarah Cook to find out which of the Emory logos is appropriate (Emory, Emory University).

HOW TO GET THE LOGO IN DIGITAL FORMThe logo is available in a variety of file formats (EPS, PDF, JPG, PNG, AI). You may not be able to open the files directly on your computer without specific software.

All logo files can be requested from Sarah Cook or Miles Cliatt.

Logo Use


The logo should not be altered in any way, such as stretching, rotating, etc. The graphics on this page are examples of incorrect usage and alterations.

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Do not stretch or compress the logo.

Do not change the angle of the mark.

Do not place the logo inside a box.

Incorrect Use of the Logo


The logo should be reproduced in 4-color process whenever possible. When not printing in 4-color process, reproduce the logo in grayscale. The grayscale version should only be used for materials printed in one or two colors or for internal documents (forms, memos, etc). One of the colors must always be black. Note that the “I’m IN” text is white in the grayscale version. Do not create your own grayscale version.

All materials using the “I’m IN” must be shown in draft form early in the design process to Development Communications for approval of logo usage. Please send a PDF of the design to Sarah Cook or Miles Cliatt at the Emory Alumni Association.

CLEAR SPACE REQUIREMENTSFor the logo to have its desired strength, a minimum of clear space should surround it. Other graphic elements should not invade this space. The minimum space is a set measurement determined in each signature and is defined as X. The X will change proportionally as the mark increases and decreases in size.

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* this height is the measurement of minimum clear space that should always surround the “I’m IN” logo.

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Color and Space Requirements


It is not recommended to use the “I’m IN” on top of photography. If use with a photograph is absolutely necessary, the logo must be placed on a light- or dark- colored homogenous area of sufficient contrast. The examples shown to the right illustrate correct and incorrect use of the logo on photography.

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Insufficient contrast. Surrounding type must be distinct.

Insufficient contrast. Surrounding type must be distinct.

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Use with Photography


“I’m IN” uses a “swoop” as a design element in many applications of the sub-brand.

We can help create the “swoop” to fit your intended use.

A gift from the Emory Alumni AssociAtion

Your Emory school days may be coming to a close, but life is just beginning! Now

you’re “in” the Association—the Emory Alumni Association, that is. Start

post-college life with a helping of great suggestions. life 101

shares fun (and funny) advice on doing life right, one real world challenge at a time.

Emory Alumni AssociAtionMiller-Ward Alumni House

815 Houston Mill RoadAtlanta, GA 30322

i’m in

! life 101 after Emory

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email Headers

Book covers

Banners

Graphics


Do not distort or stretch any of the “I’m IN” identity graphics. Use them in their original, intended proportion.

Do not use “I’m IN” identity graphics over complicated or multicolored backgrounds. In general, a white or contrasting color should be used. Blue is not recommended as there is not enough contrast between the background and the blue button.

Do not display “I’m IN” identity graphics in poor quality, low resolution, or illegible sizes. Edges should be crisp, colors should be smooth, and the smallest letters should be easy for most people to read on a high-resolution monitor. Work with your web designer to ensure the graphics are of the highest quality.

A PDF or hard copy of every website design that includes the “I’m IN” must be submitted to Sarah Cook or Miles Cliatt at the Emory Alumni Association during the draft phase at the start of the design process.

Web Branding


SARAH COOK 95CSenior Director, Communication and TechnologyEmory Alumni AssociationEmory University, Development and Alumni Relations404.727.2551 | [email protected]

MILES CLIATTManager, Email MarketingEmory Alumni AssociationEmory University, Development and Alumni Relations404.712.8412 | [email protected]

Contact Information

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