branding guidelines · 2020-01-21 · wentworth institute of technology style guide — 4 identity...

IDENTITY COLOR DESIGN ELEMENTS PHOTOGRAPHY TYPOGRAPHY APPLICATION

Branding GuidelinesThis guide provides a summary of the visual identity system for the Wentworth Institute of Technology. It outlines the framework for logo standards, typography, and color, and provides examples of the system in use. These guidelines will help you create materials that are distinct and recognizable, visually positioning Wentworth as an important and respected educational institution.

WENTWORTH INSTITUTE OF TECHNOLOGY STYLE GUIDE — 2


The logoThe logo is the primary identifier for Wentworth. The unique mark positions Wentworth as a dynamic institution dedicated to innovation and taking action. The thoughtful and consistent application of the logo is crucial to maintain high standards of visual representation.

THE PRIMARY LOGO

The official logo is composed of the Wentworth Institute of Technology wordmark and the Onward Upward “w.”

The Wentworth wordmark uses a modified version of IBM Plex sans, which is also used for the Institute of Technology subtext.



The onward upward “w”The onward upward “w” is the secondary mark for Wentworth. This unique “w” aligns with the brand postitioning “the sooner you take action, the sooner you can improve your world.”

THE ONWARD UPWARD “W”

A

B

C

D

A — The red onward upward “w” is the primary version of the logo that should be used in most cases on light backgrounds. B — The tri-color version of the onward upward “w” displays Wentworth’s school colors and should be used as an alterna-tive to A on light backgrounds

C — The yellow onward upward “w” is the primary version of the logo that should be used on dark/black backgrounds.

D — The gradient version of the onward upward “w” displays Wentworth’s school colors and should be used as alternative to B on dark brackgrounds.


IDENTITY COLOR DESIGN ELEMENTS PHOTOGRAPHY TYPOGRAPHY APPLICATION THIS STYLE GUIDE IS A WORK IN PROGRESSELEMENTS SUBJECT TO CHANGE - 12.19.19

The University of NowIt’s what you do right now that defines our future—that’s the code we live by at Wentworth. It’s a mindset that sets us apart and drives us forward. And when it comes to improving our world, The University of Now is where it all begins.

THE UNIVERSITY OF NOW LOCKUP

The University of Now lockup can be used when on promotional materials and during advertisement campaigns.



The shield

THE WENTWORTH SHIELD

A — The Wentworth shield B — Our official seal is an important part of our history. It will be used in various ways across the campus to convey our origins, stability and experience. The surrounding type is set in IBM Plex Sans to match Wentworth’s logo lockup.

C — The one-color versions of the official seal.

The Wentworth shield should only be used as a formal identifier and it should not be the primary logo to appear on documents. The Wentworth shield should appear in full color, or as one color in black or white.

A B C



The leopard

THE WENTWORTH LEOPARD

The mascot logo conveys our sense of school spirit. It will be used in light hearted ways across campus to bring our community together. It will not replace the athletic fighting leopard.

A — The leopard can appear within the Wentworth seal circle.

B — The one-color version of the leopard that can be used when placing the leopard on black.

A B



Logo proportions

CLEAR SPACE MINIMUM SIZE

To ensure visual balance, the logo should always be surrounded by an ample amount of space clear of text and graphic elements. The minimum clear space required is equal to the width of the W in ‘Wentworth.’ The vertical space is equal to the W turned on its side.

For the best legibility, the primary logo should not appear smaller than 0.25 inches (print) or 18 pixels (screen) high. The stacked logo should not appear smaller than one inch (print) or 72px (screen) wide.

It is important to be conscious of the amount of clean space around the logo. Ample space helps establish the importance of the logo, especially in environments where it competes with other graphic elements for attention.

0.25" or 18px



Placement of the Wentworth logo

CLEAR SPACE

The placement of the Wentworth logo should remain consistent across materials. There are several possible configurations and alignment options, so choose what works best for the composition at hand.

A B CA — The logo may be left-aligned with the edge of the composition, with clear space equal to the height of the W in ‘Wentworth’ along each edge.

B — The logo elements can also be separated from the official lockup to create a more dynamic composition. The size of the Wentworth “w” is flexible and should bleed off the top of the compostion.

C — When horizontal space is limited, the onward upward “w” can also be detached from the wordmark and hang from the top of the application (i.e. on a banner or vertical web ad).



Color variations

Red (PMS 185C), yellow (PMS 116C), and black are the primary colors for Wentworth and all should be used in most cases. If compromised, the Wentowrth “w” can fill to red (PMS 185C).The red “w” logo is the primary logo to use in most applications. There is a secondary logo where the Onward Upword “w” appears in yellow, red, and black.

A version of the logo with white type and yellow “w” may be used in instances where the black type isn’t legible. On a dark color or the dark area of an image, the wordmark should be knocked out and the “w” can fill yellow (PMS 116C) or can be tri-colored with red (PMS 185C), orange (PMS 1495C), and yellow (PMS 116C).

A one-color version of the logo may be used in instances where printing constraints do not allow for multiple colors. On a white or light background the logo should appear in any color from the palette. On a dark color or the dark area of an image, the logo should be knocked out.

FULL COLOR LOGO

LOGO ON DARK BACKGROUND

ONE COLOR LOGO



Wordmark do’s and don’tsTo maintain a high and consistent level of visual sophistication, legibility and quick recognition, the logo should never be manipulated. Below are examples of some changes that should never be made.

Do not place the onward upward “w” on the left side of the wordmark at the same size.

Do not change the color of the Wentworth logotype from black or white.

Do not place the knocked out logo in an area of an image that hinders the legibility of the logo.

Do not adjust invert the black in the logo on dark backgrounds. See page 8 for the approved logo color versions.

Do not have typographic or graphic elements fill the clear space of the logo.

SUMMER COMENCEMENT ’20

Do not add a drop shadow to the logo.



Onward upward “w” do’s and don’tsDO DO NOT

Place the onward upward “w” along the top edge of compostitions.

Do NOT place the onward upward “w” on highly textured/patterned images.

The onward upward “w” can be die-cut in certain applications

Do NOT place the onward upward “w” inside of the Wentworth seal ring.

The onward upward “w” can be used at all sizes as small as .25".

Do NOT change the color of the onward upward “w” to any color outside of the Wentorth color palette.

Do use the onward upward “w” alongside the Wentworth wordmark to make dynamic compostions.

Do NOT extend the stripes of the onward upward “w” in any way.

0.25" or 18px

THE UNIVERSITY OFNOW

THE UNIVERSITY OF NOW



Shield Do’s and Don’tsDO DO NOT

Do place the shield on color and black and white images, videos, and color fills.

Do NOT place the shield on highly textured/patterned images.

Do place the shield inside of the Wentworth seal ring.

Do NOT alter the colors of the Wentworth shield in any way.

Do use the seal at all sizes as small as .25". Do NOT lock up the shield with the primary Wentworth logo

Do use the one-color version of the shield when only one-color reproduction is possible.

Do NOT invert the seal so that the leopards appear any color other than yellow or white.

0.25" or 18px



Color

For high-end printed documents, specifying spot colors will allow for the highest level of color accuracy. The PMS codes refer to the industry color specification standard for printing applications. Please refer to actual PMS color chips for true color representation. The PMS colors specified for Wentworth are for printing on uncoated surfaces. The Wentworth silver is specified as a metallic ink.

If the final application of your design will be produced with either four-color offset or digital printing, use the cmyk color values listed below each color swatch.

When designing a presentation that will be viewed solely on screen (iPad, iPhone, desktop, projection, web), use the rgb values listed for the color, and set the document to an RGB color space. For development on the web, use the hex values listed for the color.

PANTONE MATCHING SYSTEM (PMS)PRIMARY LOGO COLORS

SECONDARY COLOR VARIATIONS

FOUR-COLOR PRINTING

FOR SCREEN VIEWING

RedPMS: 185C CMYK: 5/100/100/0RGB: 227/31/38 HEX: E7202B

OrangePMS: 1495C CMYK: 0/67/100/0RGB: 244/117/33 HEX: F47521

Metallic SilverPMS: 877 CMYK: 0/0/0/40RGB: 167/169/172 HEX: A7A9AC

YellowPMS: 116CCMYK: 0/30/100/0RGB: 253/185/19 HEX: FDB913

BlackPMS: BLACKCMYK: 40/30/20/100RGB: 0/0/0 HEX: 000000

branding guidelines · 2020-01-21 · wentworth institute of technology style guide — 4 identity...

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