CWCCounseling and Wellness Center

Style Guide

prepared by Myda Iamiceli

June 15, 2015

CWC Style Guide 2

CWC Style Guide 3

I n order to portray a sense of community, comfort and loyalty it is important to create visual communications that are consistent throughout all media. External communications, especially, should always convey the same visual message and feel. Repetition of the same visual message creates brand awareness.

To achieve this, it is important that everyone follows a few guidelines when creating documents to be distributed externally or throughout our building.

This style guide is intended for the staff and clinicians of CWC, assuming you will print materials in-house and send emails out with information. All professional printing should go through the Outreach Coordinator and graphic designer.

If you have any questions or need help with design, please contact the graphic designer and digital media specialist.

Branding 101

CWC Style Guide 4

Contents

Logotype 5

Logotype Use 5

Files 7

Sizes 9

Dos and Dont’s 10

Typography 14

Dos and Dont’s 17

Bullets and Lists 19

Numbers 21

Web address 22

Colors 23

Color Palette 24

Photography 26

Image Style Dos and Dont’s 27

CWC Style Guide 5

Logo

type

CWC Style Guide 6

For all external documentsThe UF wordmark or signature must be used in addition to the CWC logotype. Please see identity.ufl.edu for more information.

For publications and postcards, the CWC logotype should appear on the front and the UF signature or wordmark on the back.

For internal documents, the CWC logotype should appear and the Live Optimally whenever possible.

UF Workmark

UF Signature

CWC Style Guide 7

For In-House Printing only

NewUFCWClogo-RGB.jpgfor PowerPoint presentationsand internally printed documents300 dpi

For Target Copy Printing

NewUFCWClogo-alone-HI.jpgfor print or PowerPoint presentations300 dpi / CMYK

Logo

type

These logotype files are for in-house or Target Copy use only. Different logo files are used when printing professionally on an offset printer.

If you need something to be to be printed professionally, please see graphic designer. All external documents should be designed by the graphic designer and approved by Assistant Director of Outreach and Consultation and/or the CWC Director.

NewUFCWClogo-CMYK-HI.jpgfor print only300 dpi / CMYK

NewUFCWClogo-CMYK-LiveOptimally.jpgfor print only300 dpi / CMYK

CWC Style Guide 8

For print onlyNewUFCWClogo-WH&OJ.eps 2 color - White and 1 spot color, 172

For Web only

NewUFCWClogo-RGB-SM.jpgfor Web only72 dpi

NewCWClogo.pngfor Web only when transparency is needed72 dpi

NewUFCWClogo-WH.eps One color - White

If you need a white logo for the web or for a PowerPoint presentation, please ask the graphic designer for a PNG.

CWC Style Guide 9

For flyers and in-house documents, use logotypes at 2 inches wide and Live Optimally logotype at 2.25 inches wide.

2 inches wide

2.25 inches wide

Size

CWC Style Guide 10

Size logotypes proportionately by pressing SHIFT key while resizing. This will resize the image proportionately and not distort the image. If in doubt, ask the graphic designer to provide the file in the desired size.

Don’t

DO NOT stretch the logo in any way

DO NOT squeeze logo in any way

CWC Style Guide 11

DO NOT place logotype in a box. If you can’t see the logotype on a photo or background, use the white and orange version or add a drop shadow. Contact graphic designer for help.

Don’t

CWC Style Guide 12

Do

CWC Style Guide 13

Please DO NOT continue to use the old wordmark. The old wordmark commits several type crimes and does not follow established design principals.

We are developing a professional visual identity to reflect our professional practice. To achieve this we created the new logotype and need to use it consistently throughout all our materials. This will also create brand awareness and recognition.

Don’t

CWC Style Guide 14

Typography

CWC Style Guide 15

Helvetica Roman or Regular

Helvetica Italic or Oblique

Helvetica Bold

Helvetica Condensed

Helvetica Condensed Italic

Helvetica Bold Condensed

The new CWC logotype needed to reflect a more contemporary organization. To achieve this, the Helvetica typeface family was used. If you are on a PC and don’t have Helvetica, Arial may be used.

Typo

grap

hy

CWC Style Guide 16

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Helvetica Regular, Italic and Bold.

CWC Style Guide 17

Typo

grap

hy

DON’T use decorative fonts, such as:

Anxious Anxious Anxious Anxious Anxious Anxious Anxious (Comic Sans – never!) Anxious (Papyrus – never!)

These fonts take the focus away from the message and show a lack of professionalism. There are ways to make postersandflyersfunwithoutusingthesefonts.Pleasesee graphic designer for help.

DON’T use fonts with drop shadows, such as:

Anxious

18 CWC Style Guide

CWC Style Guide 19

Typo

grap

hy

DON’T use decorative fonts, such as:

Anxious Anxious Anxious Anxious Anxious Anxious Anxious (Comic Sans – never!) Anxious (Papyrus – never!)

These fonts take the focus away from the message and show a lack of professionalism. There are ways to make posters and flyers fun without using these fonts. Please see graphic designer for help.

DON’T use fonts with drop shadows, such as:

Anxious

DON’T underline text, such as: Interactive modules for emotional wellness and academic success.

To highlight text, use bold OR italics, not both. For example:

Interactive modules for emotional wellness and academic success.

DON’T outline text, such as:

Anxious

DO use Arial font, if you don’t have access to Helvetica. Because most CWC employees are on PCs, the alternative typeface would be Arial. Although not exactly the same as Helvetica, it is a very close copy.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890

CWC Style Guide 18

DON’T underline text, such as: Interactive modules for emotional wellness and academic success.

To highlight text, use bold OR italics, not both. For example:

Interactive modules for emotional wellness and academic success.

DON’T outline text, such as:

Anxious

DO use Arial font, if you don’t have access to Helvetica. Because most CWC employees are on PCs, the alternative typeface would be Arial. Although not exactly the same as Helvetica, it is a very close copy.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890

CWC Style Guide 19

What is TAO?

• Tao is a seven-week, interactive, web-based program that provides assistance to help overcome anxiety.

• TAO is based on well research and highly effective strategies for helping anxiety.

• Each of the seven weeks, participants will watch videos, complete exercises, and meeting with a counselor via video conferencing for a 10-15 minute consultation.

• Weekly exercises taking approximately 30-40 minutes to complete

What are the experiences of UF students using TAO?

• TAO Pilot OutcomesDuring the Fall 2013 Semester, we compared outcomes for individual face-to-face psychotherapy, group psychotherapy and Therapist Assisted Online for students with anxiety across seven sessions.

• All participants completed the Behavioral Health Measure-20 (BHM-20) prior to each session.

• On the BHM-20 higher scores indicate fewer symptoms and better functioning. The graph on the right shows change across time on the anxiety subscale of the BHM-20. On the BHM-20 a score of 2.6 indicates normal non-problematic functioning.

Who is eligible?

• Currently enrolled students who want help with anxiety and worry.

• Students who have access to computer with webcam

• Students who are not experiencing severe depression

• Students without a current substance abuse problem

• If taking medication, must have been on the same dose for at least one month prior to starting the treatment.

• 18 years old or older

• Currently living within 50 miles of Gainesville.

Don’t

Delete space after a question or subhead and before a list whenever possible.If using a period at the end of each bullet, be consistent and make sure all bullets have periods. Or, if you don’t have periods, make sure none have periods. Consistency is key.

Bul

lets

and

Lis

ts

CWC Style Guide 20

What is TAO?• Tao is a seven-week, interactive, web-based program that provides assistance to help

overcome anxiety.

• TAO is based on well research and highly effective strategies for helping anxiety.

• Each of the seven weeks, participants will watch videos, complete exercises, and meeting with a counselor via video conferencing for a 10-15 minute consultation.

• Weekly exercises taking approximately 30-40 minutes to complete.

What are the experiences of UF students using TAO?

• TAO Pilot OutcomesDuring the Fall 2013 Semester, we compared outcomes for individual face-to-face psychotherapy, group psychotherapy and Therapist Assisted Online for students with anxiety across seven sessions.

• All participants completed the Behavioral Health Measure-20 (BHM-20) prior to each session.

• On the BHM-20 higher scores indicate fewer symptoms and better functioning. The graph on the right shows change across time on the anxiety subscale of the BHM-20. On the BHM-20 a score of 2.6 indicates normal non-problematic functioning.

or

Who is eligible?

• Currently enrolled students who want help with anxiety and worry.

• Students who have access to computer with webcam.

• Students who are not experiencing severe depression.

• Students without a current substance abuse problem.

• If taking medication, must have been on the same dose for at least one month prior to starting the treatment.

• 18 years old or older.

• Currently living within 50 miles of Gainesville.

Do

Hierarchy and promixity are very important in leading the reader through the text and making it easy to find information. By removing the space after subheads, you are grouping like items together and visually communicating to the reader that those bullets belong with that subhead.

CWC Style Guide 21

onetwo

threefourfivesix

seveneightnine

1 – 910 – 25

1011121314151617181920304050

100

Always spell out a number below 10, except when in ranges.

Num

bers

CWC Style Guide 22

The website address and phone number at the bottom of a flyer, poster, invite, evite or postcard should always be set in Helvetica Bold or Ariel Bold, if Helvetica is not available.

352-392-1575

www.counseling.ufl.edu/c

wc/ecwc

At-Risk Kognito

H

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t

s

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p

p

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When and where it’s conve

nient to you

I

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Therapist Assisted Online

Overcome your anxiety

Anxiety

A seven week online programto overcome your anxiety

Therapist Assisted Online

www.counseling.ufl.edu/cwc/tao

TAO is new form of treatment in the U.S. that has been well-researched and widely

adopted in other countries. Studies suggest therapist assisted online treatment works as

well as in person therapy and often fits the needs and lives of people today better than

traditional counseling.

45% of UF students experience anxiety. Are you one of them?

In the past I would have difficulty staying focused while studying because of anxious thoughts. I haven’t had any “emotional breakdowns” and I’ve been able to maintain my focus.”

“

TAO has been helpful in keeping my anxiety at acceptable levels. I’ve been able to maintain perspective.”

“

www.counseling.

ufl.edu

ONLINE RESOUR

CES AT THE CWC

w

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Therapist Assis

ted

Online Self-help

TIPS & LINKS

can help.

for Students

Kognito

Learn how to recogn

ize signs of distres

s and connect fello

w

students to suppor

t services with this

FREE online trainin

g.

When you are co

ncerned about a

friend ...

for Students

Kognito

for Students

Kognito

www.counseling.ufl.eduHelvetica Bold

www.counseling.ufl.eduArial Bold

Web address

CWC Style Guide 23

Colors

CWC Style Guide 24

Col

or P

alet

teCMYK RGB Web/Hex#

0, 70, 100, 0 255, 74, 0 FF4A00(Pantone 49-1)*

100, 60, 0, 20 0, 33, 165 0021A5(Pantone 205-1)

Neutral Color Palette

10, 20, 40, 10 207, 182, 145 CFB691(Pantone 30-6)

10, 0, 15, 10 207, 219, 203 CFDBCB(Pantone 292-9)

0, 5, 20, 0 255, 239, 207 FFEFCF(Pantone 18-8)

0, 0, 0, 35 N/A B1B3B6(35% Black)

CMYK is used for print and RGB and Web colors are used for the web and digital applications. * The Pantone colors listed are for professional OFFSET printing only (not Target printing).

CWC Style Guide 25

CMYK RGB Web/Hex#

Bright Color Palette

50, 0, 85, 35 94, 142, 63 5E8E3F(Pantone 293-2)

60, 80, 0, 35 89, 54, 116 593674(Pantone 175-2)

0, 35, 100, 0 252, 175, 23 FCAF17(Pantone 18-1)

0, 100, 90, 10 215, 24, 42 D7182A(Pantone 87-1)

Muted Color Palette

50, 20, 0, 15 108, 154, 195 6C9AC3(Pantone 216-5)

10, 50, 85, 0 226, 143, 65 E28F41(Pantone 46-3)

These are the suggested colors on the UF identity website: identity.ufl.edu. PLEASE do not use more than three colors. Colors attract attention. By using too many colors the eye doesn’t know where to look. Always err on the side of simplicity. If you are creating a multi-page document, use the same color palette on all pages. Don’t add different colors to each page. The continuity creates unity and balance and reinforces the brand.

CWC Style Guide 26

Photography

CWC Style Guide 27

DO NOT use clip art ... PLEASE.

Although our audience is young, they are not children. They are young adults, and we want to ALWAYS portray a professional organization.

Clip art is a sure sign of amateur design and makes CWC look unprofessional.

Ocassionally we will use cartoons and funny images (grumpy cat) on Facebook and other social media, but printed materials, flyers and emails should always be professional.

Don’tIm

age

Styl

e

CWC Style Guide 28

Do

DO ask the graphic designer to provide artwork for your project. Given time, the designer can custom illustrate icons and objects for your needs or pho-tograph specific people or locations.

AND

ANXIETYR E D U C T I O N

WITH

COPING

DEFINING �oughts

ASSUMPTIONS AND CORE BELIEFS

and

Lifestyle

FACTORS

REFLECTION

ReviewAND

Mind�lnessWorry

ANXIETY

UNDERSTANDING

W I T H

AND

ANXIETYR E D U C T I O N

WITH

COPING

DEFINING �oughts

ASSUMPTIONS AND CORE BELIEFS

and

Lifestyle

FACTORS

REFLECTION

ReviewAND

Mind�lnessWorry

ANXIETY

UNDERSTANDING

W I T H

CWC Style Guide 29

Although your photography selections are determined by the needs of the individual project, generally we recommend images that, whenever possible:

• Appear unstaged and spontaneous (with the exception of portraits). • Reflect UF campus beauty. • Reflect the dynamic atmosphere of the UF campus. • Reflect a diverse campus. • Portraits should be shot outdoors or with simple or white

backgrounds. • Make enough impact to be used by themselves in a larger size. • Work together as small images in a grid format.

Due to privacy issues, when photographing events, omit direct photos of students. Try getting an angle where you only see a profile or photograph from behind the student.

Imag

e St

yle

Obviously posed, but casual and fun.

Do

CWC Style Guide 30

Don’t

Please do not use personal photos or photos of students. When at an event, try photographing the students in a way that you can not identify them, from far away or from behind.

If you do take photos of students, you must ask them if you can use their photo in marketing materials and ask them to sign a photo release form.

Using stock photos is an option, when a photo of a student is needed to communicate your message. When using istockphoto.com photos of “students” and they are going to be represented as being depressed or have anxiety, you must include the following photo disclaimer:

For illustrative purposes only.

Please use this like a photo credit, on or to the right or left of the photo in very small, 6 pt. Helvetica text. See example above.

For i

llust

rativ

e pu

rpos

es o

nly.

31 CWC Style Guide

Good luck!