UMSU Brand Guidelines 2017

GETTING UMSU BRAND BASICS RIGHT

CONTENTS

INTRODUCTION 4

UMSU BRAND: AN OVERVIEW 6

UMSU LOGO 7

UOM LOGO 8

CORRECT USE OF THE LOGO 9

INCORRECT USE OF THE LOGO 10

ORGANISATIONAL COLOUR 12

CO-BRANDING GUIDELINES 13

AFFILIATED CLUBS GUIDELINES 16

PULL UP BANNERS 17

TYPOGRAPHY 19

SUSTAINABILITY 20

UMSU BRAND GUIDELINES 2017

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An introduction to UMSU brand communications

GETTING UMSU BRAND BASICS RIGHT

By using the UMSU logo on its own or co-branded with your department’s logo, you are presenting an icon students can recognise and remember.

It is critical that the visual identity is always presented correctly, whether used in printed materials, signage or online. The success of our visual identity depends on everyone taking responsibility.

All UMSU departments’ logos incorporate the UMSU logo as part of their individual logo (co-branding).

The UMSU logo shall be prominently displayed on all material produced by UMSU or any UMSU department. Please keep the proportions and don’t stretch it!

The publisher may order the destruction, removal, ceasing of distribution or refusal of payment for production of any material produced by UMSU or a department of UMSU that fails to prominently display the UMSU co-branded logo, or is in contravention of the following regulation:

No material funding in part or wholly by UMSU may be used for militaristic, sexist, racist, homophobic purposes, or to promote racial, sexual or religious discrimination.

All material published by UMSU or any department of UMSU must be lodged with the Secretary and the Communications & Marketing department for approval.

Copies of all material published by UMSU or any department of UMSU must be kept and sent at the end of the year to the Rowden White Library Archives.

WE HAVE A LOGO, SO LET’S USE IT!

INTRODUCTION

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The UMSU Inc logo is the foundation upon which our brand is built. It is the icon by which we are recognised and remembered. The logo is most powerful when applied consistently in conjunction with the other graphic elements which the UMSU brand consists of.

It is critical that the visual identity is always presented correctly, whether used in printed material, signage or online. This document is designed to help you protect our visual identity. It provides detailed guidelines for its use and outlines errors to avoid.

WHY DO WE NEED GUIDELINES?

INTRODUCTION continued

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The UMSU brand identity has 4 key elements.

When applied consistently and in the correct way, they will create a powerful and distinctive look for UMSU and its departments.

THE UMSU BRAND: AN OVERVIEW

SIMPLE, DIRECT & ENGAGING

GOTHAM BOLD

1. Brand mark

3. Language

2. Typography

4. Colour palette

ALL THE RIGHT INGREDIENTS

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The UMSU logo consists of two main elements; the ‘UMSU’ visual element and the ‘University of Melbourne Student Union’ logotype. These elements must always be reproduced from master artwork. The ‘University of Melbourne Student Union’ logotype must always appear in the logo configuration and is not to be re-drawn or recreated in any other form.

The logo must always be sourced from master artwork available for you here:

umsu.unimelb.edu.au/commsresources

You will then need to go to the LOGOS section on the navigation menu on the right side of the page. This area requires the following password

Password: UM-zoo2017!

If you have any questions regarding the file format or correct application of the logo, contact the Communications office to discuss your specific needs.

communications@union.unimelb.edu.au

UMSU LOGO

UMSU visual element

University of Melbourne Student Union logotype

THE UMSU LOGO IS OUR SIGNATURE

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UNIVERSITY OF MELBOURNE LOGO

Clear space of the UMSU logo is the width and depth of the ‘U’.

Clear space of the UMSU logo is the width and depth of the ‘U’.

Equal Height

Equal Height

Clear space of University of Melbourne horizontal logo is one quarter of its depth and one sixteenth of its width.

Clear space of University of Melbourne horizontal logo is one sixth of its depth and width.

Horizontal version

Stacked version

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CORRECT USE OF THE UMSU LOGO

The UMSU logo can be used in the following ways:

Main logo

Black & white variant

Reversed variant

For coloured and image backgrounds

Minimum height = 15mm

Clear space starts from the invisible white rectangle

Use logo on colour documents where the logo sits on a white background area

Use black and white logo variant on black and white documents

Use reversed (white) logo variant on coloured and image backgrounds

Use the logo at a minimum size of 15mm in height

Ensure there is a clear space around the logo that is equivalent to the ‘U’ in the logo

USE IT PROUDLY, USE IT CORRECTLY

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INCORRECT USE OF THE LOGO

Below are examples of incorrect combinations that must never be applied to the UMSU Inc logo under any circumstance.

If unsure, please contact the Comms office at: communications@union.unimelb.edu.au

Do not outline the logo

Do not print the logo as a percentage tint, background image or watermark

Do not stretch the logo or apply effects

Do not place the logo in an unauthorised shape

Do not use unauthorised colours

Do not add text or rearrange elements in the logo

OUR LOGO IS NOT A PLAYTHING!

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CORRECT USE OF THE LOGO continued

Scaling logo up or down

To change the logo size (or any art or photo element) be sure to size it proportionally so as not to stretch it out of its original shape. To do so, hold the SHIFT key as you drag the bounding box corner to the size you need.

Placing the logo over a photo or background element

When placing the logo over a background photo or other element, make sure the logo is clearly visible and doesn’t get overpowered by the background. This may mean choosing a different photo, using the white version of the logo or repositioning the logo so it sits on a less buys area of the photo. Also be aware of not covering up a critical area of the photo. Below are examples of placing the logo over a non-critical photo area, on an area that highlights the logo well.

Rescaling the logo

Hold the SHIFT key while dragging a corner node, to resize proportionally

shift

Photo example

with logo placement

Photo example

with standard purple logo placement

Photo example

with white logo placement

SIZE UP IN STYLE

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ORGANISATIONAL COLOUR

Pantone Coated PMS 526 C

Web colour #68207a

4 colour CMYK process C 67 M 98 Y 05 K 01

This version of the colour is used for 1-colour printing jobs in purple, in which the Pantone Matching System (PMS) is used for optimal accuracy and colour vibrancy.

This version of the colour is used for web and screen applications only.

This version of the colour is used for full-colour (also known as ‘4-colour’ or ‘CMYK’) printing applications.

SHOW YOUR TRUE COLOURSMindful usage of colour ensures consistent representation of the UMSU brand. Please use the correct colours for specific applications when using the UMSU brand.

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CO-BRANDING GUIDELINES

Grey divider bar to be equal height to the UMSU ‘U’ device

UMSU ‘U’ Device Departmental logo

PLAY NICELY WITH OTHERSThe various UMSU departmental logos must always be shown in conjunction with the UMSU ‘U’ device, as shown below.

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CO-BRANDING GUIDELINES continued

Mono versions Colour versions

DEPARTMENTAL LOGOS

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CO-BRANDING GUIDELINES continued

Mono versions Colour versions

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CLUBS AFFILIATED LOGOMust be used on all Clubs & Societies (C&S)marketing as per C&S Guidelines. When designing your Club logo, the following guidelines can be used:

QUALITIES OF A GOOD LOGOA sign of a great logo is its versatility:

• The logo should be easily adapted for use on in many situations.

• It should work both in colour and a single colour version.

• It must work as a reversible image.

• Logos with text should have a minimum scale format specified.

• The text at minimum scale should be readable.

FILE FORMATAll logos should be built in a vector (Adobe Illustrator) format for the following reasons:

Vector graphics allow a design to be infinitely scaled to any size without losing any quality. (Raster images — made up of pixels — will distort and become blurred when the size is altered).

A vector logo file can be used for any purpose, whether it’s for tiny use on a receipt, or as a huge vinyl banner on the side of a building.

ADOBE ILLUSTRATOR is the industry standard vector editing application, with AI, EPS and PDF files being commonly accepted vector file types.

UMSU AFFILIATED CLUBS GUIDELINES

MAKE YOUR LOGO GOGO

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AFFILIATED CLUB PULL-UP BANNERSThe Affiliated Club Pull-Up Banners follow a different structure to the main departmental pull-up banners.

Affiliated Clubs have their name displayed at the top of the banner in a combination of DIN Pro Light and Bold.

The Affiliated Club logo must sit below the main text.

Finally, the UMSU Co-branded Affiliated Club logo is to be displayed at the base of the banner, against a purple background.

PULL-UP BANNERS

Melbourne UniversityFreedom Society

MELBOURNE UNIVERSITY

FREEDOM SOCIETY

Clubs Banners_2016.indd 3 5/02/16 4:39 PM

Text to be in DIN Pro Light and Bold

UMSU Co-branded Affiliated Club logo

Club logo placement

FLY YOUR FLAG

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DEPARTMENT PULL-UP BANNERSThe UMSU purple tab device must always remain in the same position and scale, on the top right corner of the banner.

There is some flexibility in the exact positions of the logo, URL and base colour panel.

PULL-UP BANNERS continued

umsu.unimelb.edu.au/international

UMSU logo in purple tab device

Colour panel, to be consistent with the colour palette of the main logo

Department URL

Department logo placement

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TYPOGRAPHY

The UMSU brand is complimented by a typographical style that ensures a consistent voice across all printed and digital communications. Please ensure approved fonts are used where possible.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+{}|:”<>?/.,’;\][=-

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+{}|:”<>?/.,’;\][=-

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+{}|:”<>?/.,’;\][=-

Gotham Book

Gotham Bold

Open Dyslexic is used when addressing visibility impaired audiences

WORD UP!

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IF A TREE FALLS IN THE WOODS...Choosing appropriate paper materials for UMSU communications with consideration for the environment

UMSU’S COMMITMENT TO SUSTAINABILITY

UMSU is committed to employing processes that take the preservation of our environment into consideration.

Wherever possible we use recycled paper stocks and vegetable inks. Be aware that such materials and processes will sometimes incur an additional cost relative to their less environmentally-conscious alternatives.

KEEP IT GREEN!

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UMSU Brand Guidelines 2017