visual identity guide - cbssports.comgrfx.cstv.com/confs/nacda/graphics/icla/texasamstyle.pdfthe...

TEXAS A&M UNIVERSITY DIVISION OF MARKETING & COMMUNICATIONS

Visual Identity Guide

AG

GIE

MA

RO

ON

NC

OA

TED

AG

GIE

MA

RO

ON

-CO

ATE

DA

GG

IE M

AR

OO

N-C

OA

TED

CM

YK

15

-100

-39-

69 e

qu

ival

ent

CM

YK

15

-100

-39-

69 e

qu

ival

ent

CM

YK

15

-100

-39-

69 e

qu

ival

ent

C

M

Y

K

0

25

95

0

PMS Aggie Maroon Aggie Maroon–CMYK PMS Cool Gray 11 PMS 873 PMS 877

PMS 7408 PMS 4495 PMS 1405 PMS 7498 PMS 308



CMYK

27866030

UNCOATEDSPOTCOLOR

(1 INK)

Quick-Reference Coated Color Palette for Printhttp://brandguide.tamu.edu

C

M

Y

K

0

2

0

68

C

M

Y

K

100

5

0

47

C

M

Y

K

25

0

100

80

C

M

Y

K

0

36

100

63

C

M

Y

K

0

20

95

46

C

M

Y

K

60

58

0

19

C

M

Y

K

100

80

30

5

C

M

Y

K

7

0

100

49

C

M

Y

K

0

10

33

72

C

M

Y

K

0

12

35

25

C

M

Y

K

0

6

30

0

C

M

Y

K

6

9

23

0

C

M

Y

K

0

3

10

10

C

M

Y

K

0

9

50

24

C

M

Y

K

0

0

0

33

Primary Color

Secondary/Accent Colors

Primary Support Color

All colors shown in 4-color process (CMYK) equivalents, except Aggie Maroon and Pantone 873, metallic gold

Metallic Accent Colors

Metallic inks can not be simulated in CMYK process.

SPOTCOLOR

(1 INK)

CMYK = Cyan, Magenta, Yellow, Black. The four colors of ink used in the offset printing* process (4-color process).

PMS = Pantone® Matching System. The industry standard ink numbering system for offset printing (spot color).

AG

GIE M

AR

OO

N-U

NC

OA

TEDA

GG

IE MA

RO

ON

-UN

CO

ATED

AG

GIE M

AR

OO

N-U

NC

OA

TED

CM

YK

27-86-60-30 equ

ivalent

CM

YK

27-86-60-30 equ

ivalent

CM

YK

27-86-60-30 equ

ivalent

C

M

Y

K

0

25

95

0

PMS Aggie Maroon Aggie Maroon–CMYK PMS Cool Gray 11 PMS 873 PMS 877




CMYK

27866030

UNCOATED

Primary Color


Primary Support Color

Quick-Reference Uncoated Color Palette for Printhttp://brandguide.tamu.edu


Metallic inks can not be simulated in CMYK process.

C

M

Y

K

0

2

0

68

C

M

Y

K

100

5

0

47

C

M

Y

K

25

0

100

80

C

M

Y

K

0

36

100

63

C

M

Y

K

0

20

95

46

C

M

Y

K

60

58

0

19

C

M

Y

K

100

80

30

5

C

M

Y

K

7

0

100

49

C

M

Y

K

0

10

33

72

C

M

Y

K

0

12

35

25

C

M

Y

K

0

6

30

0

C

M

Y

K

6

9

23

0

C

M

Y

K

0

3

10

10

C

M

Y

K

0

9

50

24

C

M

Y

K

0

0

0

33

SPOTCOLOR

(1 INK)

*offset printing refers to work performed by commercial printers

All colors shown in 4-color process (CMYK) equivalents, except Aggie Maroon and Pantone 873, metallic gold

SPOTCOLOR

(1 INK)

or

or

or

or

Type TipsTypography is a subtle but impactful way of giving your pieces a professionally-branded look. However, like color, font selection depends upon your method of production — commercial printing, desktop publishing, or web site posting.

• Always use the Brand Fonts for commercial or offset printing. The “Aggie Fonts” package can be purchased through the university’s Computing & Information Services (see contact information on inside back cover).

• Our Brand Fonts include a serif family: New Baskerville, sans serif family: Frutiger, headline/specialty font: Aachen, Regular, and a script font: Sloop, Script Medium One.

• When producing work for in-house or laser printing, or for work that will be posted online, use the alternate fonts listed below.

• Script fonts are intended for invitations and formal pieces. Headline/specialty fonts should be used for emphasis. Use both fonts sparingly.

OUR BRand FOnts

When referring to the color palette, don’t feel you have to use the entire color palette in a single piece. Visit the brand guide site to see tips on incorporating the color palette into your work.

Color Palette for Desktop Publishing

If you are using Microsoft Word or Publisher—formats which are typically not accepted by commercial printers—your final product will most likely be printed on a color laser printer, or perhaps be published to a PDF file. In these instances, you’ll want to reference the RGB (red, green, blue)guide below. For convenience we are including hexadecimal color codes (Hex), which are used in web site development. For information specific to properly branding university web sites, consult brandguide.tamu.edu.

http://brandguide.tamu.edu

RGB 77-78-83

Hex 332C2C

RGB 244-175-0

Hex F4aF00

RGB 80-0-0

Hex 500000

RGB 131-110-44

Hex 836E2C

RGB 170-157-113

Hex 998031

RGB 222-221-176

Hex EEE1C6

RGB 108-73-29

Hex 6C491d

RGB 126-122-0

Hex 7E7a00

RGB 95-87-79

Hex 5F574F

RGB 162-165-164

Hex 8F8F8C

RGB 79-85-42

Hex 4F552a

RGB 41-62-107

Hex 1d3362

RGB 0-90-132

Hex 104554

RGB 91-68-122

Hex 5B447a

RGB 203-192-183

Hex E7dEd0

RGB 237-221-158

Hex Eddd9E

RGB 183-166-109

Hex B7a66d

Metallics colors cannot be simulated in RGB or Hex

Primary Support ColorPrimary Color



Aggie Maroon PMS Cool Gray 11

PMS 7408 PMS 1405 PMS 7498

PMS 4495 PMS 392 PMS 534

PMS 7503 PMS 405 PMS 308

PMS 468 PMS 422 PMS 7447

PMS 7528 PMS 7402 PMS 4515

OU

R B

RA

ND

To understand branding, first know that a logo isn’t a brand, but a symbol that represents a brand. Our brand encompasses much more than how we look — it’s everything we do and say, as well. To put it simply, our brand is our reputation. It’s what others think when they hear the words “Texas A&M University.”

While our Brand Guide addresses “the big picture,” the Visual Identity Guide focuses entirely on how we look. Following these guidelines allows each department to work independently, while maintaining a consistent, professional image across colleges, departments and divisions throughout the university. They’re not meant to hinder progress or compromise creativity. The goal here is simple: to strengthen the Texas A&M University brand. We hope this guide provides the information you need to keep your work moving forward, while implementing the university’s visual branding efforts.

Terms to know regarding Texas A&M University branding:

Brand (noun) = our reputation, combined with our promise

Brand Promise = modeling our core values* in all that we do

Brand (verb) = ”branding” is the action of visually marking our material

Identity = what our brand looks like (logos, stationery, Web sites, etc.)

Logo = symbol used to represent one’s brand (may also be called “mark”)

Brand Equity = the positive aspects our brand now represents

Brand Ambassador = you! (your work directly impacts our brand)


Branding

Talking PointsWe know you’re often caught in the middle when it comes to branding issues, so here are a few bullets to use when asked why your department is making an effort to implement branding:

• A strong institutional presence involves a consistent and readily identifiable image. This effort is intended to strengthen our brand.

• Vision 2020 wants us to be a top 10 public university. We need to start looking like one and this takes a universal effort. A clear and consistent identity is a visible means of communicating the university’s commitment to excellence.

• The database built to manage stationery for all university offices, colleges, departments and divisions requires a standardized layout. This is to ensure consistency and make the ordering process more efficient and economical.

• The university seal is restricted to correspondence from the president’s office and official documents, such as diplomas and some certificates. New print material, presentations or signage may not use the seal.

• As a last resort ... blame the Division of Marketing & Communications.

*Excellence • Integrity • Leadership • Loyalty • Respect • Selfless Service

I urge you to review the guide and adopt it for all your internal and external print communications. This is an important initiative and I ask for your full support. –Dr. Elsa Murano, President

Texas A&M University

brandguide.tamu.edu Here you’ll find logos and marks to download. These ten marks are available in .ai, .pdf and .jpg file formats. The file names include “.08.” — the year of this publication — which ensures you have the most recent version. Black & white versions are also available on this site.

Primary Mark

A&M Wordmark

AlternatePrimary Mark

Stacked Primary Mark

aTm boxaTm

aTmno bevel

aTm boxno bevel

PRIMARY MARKS SECONDARY MARKS

Use original artwork only. Do not attempt to redraw, distort, stretch or alter in any way (see page 8).

All marks may reverse or knock-out from a solid background. Just make sure the background is dark enough to show the contrast. Marks may also print black + white when color printing is not feasible.

The term “bleed” refers to an image printing off the edge of the page. The primary mark may bleed off the right edge of a page, and the ATM box logo may bleed off the top of a page, when desired. No other marks may bleed.

Only for special circumstances (t-shirts, incen-tive items, etc.)

aTmgray outline

aTm boxgray bevel

(Pantone 422 gray) (Pantone 422 gray)

NOTEAny material designed for audiences outside the university must prominently feature the primary mark.

first choice

second choice

DetailsHere are the minimum sizes* in which our logos and marks should appear in print. Remember to size proportionately (make sure X and Y axes are locked). For your convenience, we show the minimum size with both horizontal (wide), and vertical (tall) measurements.

OU

R LO

GO

S


IdentityVisual Identity, sometimes called graphic identity, refers to logos, fonts, photo usage — all the visual elements that make up an organization’s “look.” The key to maintaining a strong identity is using consistent elements across all media. The only way to ensure consistency among such a vast collection of offices, colleges, departments and divisions is to provide one source for artwork. That’s where the Division of Marketing & Communications comes in.

Area of Isolation

This refers to the space around a logo or mark that must be clear of type or imagery in order to give the mark sufficient presence. Also, don’t allow the marks to be any closer to the edge of the paper than this space (at a minimum).

1.5” wide (.36” tall)

.95” wide (.23” tall)

.57” wide (.47” tall).67” wide + tall

.28” wide (.23” tall).38” wide + tall

Use this space as a point of measure, regardless of size of logo

x

x

x

Logo = the ATM symbol — familiar to us, but not yet known world wide

Wordmark = mark consisting of a precise arrangement of letters/type (aka “logotype”)

Primary Mark = official mark; combination of logo and wordmark, contained in a rectangle

Alternate Primary Mark = primary mark not contained in a rectangle (aka “floating”)

Stacked Primary Mark = elements of the primary mark arranged vertically (limit use)

x

x

When appearing on promotion/incentive items with limited imprint areas such as pens, USB drives, etc., marks may print smaller.

Terms to know regarding our identity:

*

gsnet.tamu.eduGo to this site to order stationery items online. Print Acquisition, in the Department of Strategic Sourcing & Purchasing Services, manages this web site and oversees all university printing. Contact their office with any questions regarding printing: 979-845-4570.

• buck slips

• note pads

• mailing labels

(on Avery stock templates)

• note cards (flat)

• water-marked stationery*

• No. 10 envelopes (1- and 2-color)

• business cards

• business reply envelopes

• note cards (folded)

*Also available in monarch sizes

NOTE

To place orders through gsnet.tamu.edu, you must have a valid Stores Account with online access.

Items available for ordering online at gsnet.tamu.edu:

With each layout, you will have the opportunity to preview a

PDF before placing your order.

Once on the site, select “Order TAMU Stationery.” Here you’ll find two categories: “Administrative Offices/Divisions” and “Colleges.” For System groups and Agencies select “Order Specialty Stationery.” This is one time when you may actually need an org chart. The site will then guide you to select your items and complete an online form, so have information like titles, phone numbers, and e-mail addresses handy.

OU

R STA

TION

ERY


Identity SystemStationery—especially business cards—can be an extremely personal and sensitive issue to a group or individual. Keep in mind — it’s the university’s identity that we are promoting here. With a collective effort, we’re more likely to be successful making one identity known world wide (and thus all the affiliated units), than 600 different names, logos and identities. Consistent imagery strengthens the university brand. The university stationery system is designed to ensure consistency across all Texas A&M communications.

Terms to know regarding our printed material:

Stationery = letterhead, business cards, envelopes, labels (you get the idea)

Buck Slip = note pad imprinted with actions or routing information to check

Note pad = sometimes mistakenly called buck slip, this has a blank writing area

Personalized = adding an individual’s name and relevant information (letterhead, note pads, etc.)

Identity System = letterhead, business cards, envelopes ... all stationery items

Collateral = additional printed material, such as brochures, fact sheets, fliers

FAQsWhy do we have to order our stationery through Print Acquisition?

The Department of Strategic Sourcing & Purchasing Services executed an ambitious RFP that resulted in securing one vendor to print all stationery. This move will not only help to keep the university’s stationery consistent throughout all units, it will also substantially control costs.

The letterhead feels thin. Why are we using what feels like cheap paper?

Strathmore Script 100% recycled was selected because it is an environmentally responsible choice. The printed statement at the bottom of the letterhead may help to allay judgement.

Need a more compelling reason? Our university prints more than 178,000 sheets of letterhead and 228,000 business cards each year (and these are conservative estimates!). These two items of stationery alone represent 27,000 POUNDS of paper. That’s about 13,500 TONS. ‘Nuff said.

Can I print two-sided business cards?

Only dual language cards are permitted to print two-sided. The foreign language side must mirror the English language side with regard to layout and color.

Can I put my own logo on my stationery?

Please see next section, “our brand architecture.”

Terms to know regarding our audiences:

Campus Audience = people on campus, such as students, faculty and staff

Internal Audience = people within the Texas A&M University System

External Audience = everybody else

NOTEPieces created for external audiences must prominently feature the primary mark. Pieces for internal and campus audiences may place the primary mark in a supporting position (i.e. back cover).

sUB-BRand Sample Layout CO-BRand Sample Layout

Regarding brochures and other collateral: The university’s primary mark should always appear prominently, with the sub-brand in a supporting position (i.e.: primary mark on cover, sub-brand on back cover with contact information). However, when the intended audience is acutely focused on the industry, the sub-brand may be emphasized.

Regarding brochures and other collateral: Co-brands typically refer to agencies and organizations in partnership with the university, and the two should be given equal weight. But, if the “dueling logos” detract from your message, contact the Division of Marketing & Communications to discuss solutions. It could be that industry focus and/or funding may determine the emphasis.

DEPARTMENT OR DIVISION NAMEphysical address1234 taMUCollege Station, TX 77843-1234

tel. 979.845.0000 Fax [email protected]://cte.tamu.edu

Using Strathmore Writing 100% Recycled Fiber paper eases pressure on forest resources.

logo prints in Aggie Maroon and/or Cool Gray 11of equal size and weight to primary mark

DEPARTMENT OR DIVISION NAME

First Name Last NameTitle Title

name, title block, flush left

address, phone, email block, flush right

Physical address1234 taMU

College Station, TX 77843-1234

tel. 979.845.0000 Fax [email protected]

www.cte.tamu.edu/


physical address1234 taMUCollege Station, TX 77843-1234

tel. 979.845.0000 Fax [email protected]://cte.tamu.edu

Using Strathmore Writing 100% Recycled Fiber paper eases pressure on forest resources.

logo prints in Cool Gray 11 and iscentered under primary mark, not to

extend above address line


Physical address1234 taMU College Station, TX 77843-1234

tel. 979.845.0000 Fax [email protected] www.cte.tamu.edu/

logo prints Cool Gray 11and is centered under

primary mark

OU

R B

RA

ND

AR

CH

ITECTU

RE


Multiple BrandsAfter decades without a comprehensive identity guideline, it’s no wonder Texas A&M University has literally hundreds of logos circulating the globe. Often, a group feels it needs a logo in order to stand out, or to illustrate a quality relative to their expertise. But what they overlook is the fact that they already have a logo and visual identity that sets them apart from their peers. No other group in their field can claim the Texas A&M University brand. If all those different logos had incorporated the Texas A&M identity, our logo may not be mistaken for an “Automatic Teller Machine” in certain parts outside Texas. Research has proven that identity recognition can be achieved through repeated exposure of a consistent image. So, it stands to reason that a consistent image is paramount in building Texas A&M’s brand.

Many groups within the university recognized long ago the power of branding, and — absent a university guideline — worked to build their own brand and identity system. The unfortunate consequence is a perceived separation from Texas A&M University. Changing the logo colors to Aggie Maroon and Cool Gray 11 would be one way to more closely align those brands with Texas A&M.

Terms to know when working with multiple brands at Texas A&M:

Master Brand = Texas A&M University

Co-brand = system agency or group jointly affiliated with the university

Sub-brand = college, department or group under the university umbrella

LogicTo ensure that your printed pieces will immediately be identified as part of Texas A&M University:

• Incorporate the primary mark in all your material

• Use Aggie Maroon and Cool Gray 11 when limited to 2-color printing

• Identify your group in type with the primary mark or alternate primary mark as the logo.

NOTE

If your group’s purpose is intended for the benefit or consumption of an on-campus audience exclusively, you may choose to use a unique identity that sets you apart from other campus-focused organizations. It is strongly recommended that any logo created for on-campus use be designed using one or both of the brand colors (see right). Your layout and design can distinguish you from other campus groups, but your logo design should be made up of the brand colors.

Cool Gray 11Aggie Maroon

DEPARTMENT NAME HERE

DEPARTMENT NAME HERE TWO LINES

Frutiger, All-caps

New Baskerville, All-caps

Internal marketing pieces may use the ATM with the group name


A Few Don’ts

The T-star is an athletic mark and limited to use by the Athletic Department only.

Nothing says unprofessional like a stretched or altered logo. Take a look at the examples on this page, and please avoid making these mistakes. If you don’t see anything wrong with these, step away from the mouse and call for help.

TEXAS A&MU N I V E R S I T Y

DON’T squeeze it DON’T stretch it

DON’T use a font to recreate it (not even New Baskerville or Georgia)

TEXAS A&MU N I V E R S I T Y

DON’T put anything behind it

These don’ts apply to all university marks, not just the examples shown here:

DON’T put anything on top of it

DON’T use it to create another logo

FYIsYou know by now that the primary mark may not be altered in any way. But, we want to make you aware of two exceptions. Texas A&M’s branch campuses each use a custom primary mark.

The slogan and logo “Welcome To Aggieland” is part of an advertising and marketing campaign promoting the university in general, emphasizing the core values.

EmailVisual Identity Guide

Full NameTitleDepartmentTexas A&M UniversityEmail Address

Mail Stop | College Station, TX 77843

Tel. 123.456.7890 | Cell. 123.456.7890 | Fax. 123.456.7890

http://website.tamu.edu

It’s Time for Texas A&M

10 pt Arial Bold, black

Line Space

Line Space

Line Space

Line Space

Many have implemented the Brand Guide signature, showing committment and support of the brand initiative. However, some feel that it takes up more space than necessary, especially when emails are sent within a department, via cell phone, or when printed. A secondary option is show below. Just remember that your email is professional correspondence that impacts our brand.

10 pt Arial, black

2 spaces before and after divider

Full Name | TitleDepartment | Texas A&M University

Mail Stop | College Station, TX 77843Tel. 123.456.7890 | Cell. 123.456.7890 | Fax. 123.456.7890

http://website.tamu.edu | Departmental Slogan

Line Space

Line Space

ResourcesPRINTING

Department of Strategic Sourcing & Purchasing ServicesPrint Acquisition

Phone 979-845-4570

Web gsnet.tamu.edu

FONTS

Computing & Information ServicesSoftware Evaluation & Licensing Library (SELL)

Phone 979-862-4104

Web cis.tamu.edu

Search “fonts” to link to “Aggie Fonts”

To purchase script font Sloop go to:www.myfonts.com

TEXAS A&M BRANDING

Division of Marketing & CommunicationsMarketing

Phone 979-845-4641

Web brandguide.tamu.edu

A MUST READ

The Brand Gap by Marty Neumeier

See a slideshow of the book at:slideshare.net/coolstuff/the-brand-gap

10 pt. Arial Bold Italic, maroon

9 pt. Arial Bold, black, 9 pt. Arial black

9 pt. Arial Bold, black | maroon

EMA

IL SIGN

ATU

RE A

ND

RESO

UR

CE LIST

PRIM

ARY

SEC

ON

DA

RY

dIVIsIOn OFMARKETING & COMMUNICATIONS

10.08.5K

visual identity guide - cbssports.comgrfx.cstv.com/confs/nacda/graphics/icla/texasamstyle.pdfthe...

Documents