visual identity standards · the university of calgary logos are available in a range of formats to...

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Last updated April 2019

Visual Identity Standards

1.0 Logo and visual identity

Information and inquiries: University Relations [email protected]


The importance of visual identity standardsfor the University of Calgary People recognize us through the way we communicate. The University of Calgary must create a consistent and appropriate public image that is well-founded, trustworthy, timeless and stable.

To ensure this consistency is conveyed, all faculties, units and groups are expected to conform to the graphic standards set forth in this guide in all internal and external communications including print, electronic, merchandise and signage.

This document encompasses approved visual identity standards for the University of Calgary logo, fonts and colour.

The University of Calgary logos are available in a range of formats to accommodate your design needs. On the following pages are examples of the approved usage guidelines.

While these are official recommendations, this document will evolve as required.

Visual Identity Standards

1.0 Logo and visual identity

1.01 Strategic framework

1.02 Distinguishing our brand

1.03 Definitions

1.04 Ceremonial marks and devices

1.05 Identifying elements

1.06 The logo

1.07 Primary and secondary logos

1.08 Logo usage

1.09 Faculty lockups

1.10 Faculty wordmarks

1.11 Department and unit wordmarks

1.12 Relationship of faculty wordmarks to the logo

1.13 Partnerships

1.14 Colour palette

1.15 Typography

1.16 Working with layouts

1.17 Working with type

1.18 Contact information blocks

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1.01 Strategic framework

The strategic framework is the means by which we ensure the brand identity is experienced consistently and protected at every touch point.

1. Design principles and visual identity standards are part of the University of Calgary brand. Everything created for the brand ensues from them.

2. These standards further define and articulate identity standards for all brand executions containing any of the marks in this document.

3. All work done across the brand should directly leverage our identity standards and design principles.

Who should use these visual identity standards?

The short answer is: anyone who creates print or digital media for the University of Calgary. More specifically, they should be used by all university faculties, departments and business units, as well as all partners, agencies and other parties involved in any University of Calgary touch point.

Always use the latest version of the identity standards available on the University of Calgary website. Always make sure partners, agencies and third parties have the latest version of the standards.

Questions? Need files? Email [email protected].

mailto:[email protected]

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The University of Calgary is a large organization with many audiences and a number of different faculties and programs. We can be confusing and difficult to understand. Whether we are trying to secure fundraising support, market a new course or program, or announce a piece of news — we are in competition for the hearts and minds of our target audiences and they are exposed to thousands of messages every day.

To cut through the clutter, it is essential for the University of Calgary to present a unique, memorable and easily recognizable visual identity that sets us apart. And, we must do so consistently and coherently. Our visual identity is one of our most valuable assets.

We must make it as easy as possible for people to recognize information from the University of Calgary. The application of our marks is one important element in achieving that objective.

The standards outlined within this document apply to all faculties, departments and business units.

The identity and design standards better position the University of Calgary to:

1. Maintain authenticity and build equity Both are crucial to reinforcing and increasing the relevance of the brand to our audiences. The better we represent the brand, the better we can increase mindshare and protect the brand identity from dilution.

2. Leverage the scale of our system across all markets As a university we have a solid reputation in place locally, nationally and internationally. Our identity and design standards provide equally exceptional and efficient means to leverage the University of Calgary brand for greater consistency and speed to market.

3. Provide consistency and quality across our system The greater our consistency and efficiencies, the stronger the connection audiences draw from all they see and hear. This creates equity in hearts and minds that helps to strengthen public perceptions of the University of Calgary.

4. Facilitate increased productivity Consistencies achieved through standards allow for longer-lasting materials and potential reuse — saving time and money.

1.02 Distinguishing our brand

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1.03 Definitions Brand

Our brand is people's perception, recognition and respect for our university. It is about what people believe to be true, why they share us with others and why they have an emotional response when they encounter us. Our brand is not a logo or our visual identity but a promise that must be nurtured, communicated, tested, consistently delivered upon and refined over time. It is developed and experienced by students, faculty, staff and perceived, believed and shared with others by our external audiences. The University of Calgary brand instills pride, awareness, confidence, goodwill, trust and support. This helps garner support, funding and participation in our ongoing success.

Visual identity

Our visual identity is the supporting system of graphics and design elements that make up our overall presentation to audiences. When successful it helps increase recognition and familiarity with the university where people see it, and it helps us to achieve a unique point of view. Our visual identity includes imagery, colour, typography, layout and how we tell our story through the combination of those elements. If we have a powerful visual identity it helps to differentiate from competitors, set expectations with audiences, reinforce their positive experiences with and recognition of the university, and sets a benchmark for how we present ourselves to the world every day.

Logo

Our logo is a visual representation of the University of Calgary identity. Its success is instant recognition made possible through a consistent and enduring presentation at every interaction with audiences. To ensure consistent usage, this document outlines proper logo usage and reproduction dependencies. It is important that all aspects of proper use be considered in the presentation of the university and that wherever the university logo is visible in any form, it is presented in a consistent manner.

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1.04 Ceremonial marks and devices

Lord Lyon King of Arms at Edinburgh granted the coat of arms to the University of Calgary in 1966. The court of the Lord Lyon has the longest history of continuous authority of any in the English-speaking world. It ensures that the University of Calgary's coat of arms is absolutely unique; its use is protected by the university's own statutes as well as by the authority of the Lord Lyon.

The University of Calgary's first president and vice-chancellor, H.S. Armstrong, contacted Lord Lyon shortly after the university became independent requesting that a symbol of heraldry be developed. After lengthy discussions as to what would be an acceptable coat of arms, the bull's head was approved. The selection of the bull, flags, wild rose, open books and motto was due mainly to Armstrong's own feelings as to what would represent Calgary and the university in the best possible way. As an aside, books open or closed have no tradition in heraldry and Lord Lyon made an exception by permitting the University of Calgary to have them.

There has been some controversy in the past as to whether the books should be unlined and unlettered, but the original illuminated parchment signed by Lord Lyon show the books as being lined. The controversy may have started in March 1967 when the University of Calgary's first convocation was held. The finished artwork was not yet completed and Armstrong requested that a photocopy of the artwork at its then present stage be sent to Calgary from Scotland. The quality of the photocopy was probably less than accurate and the lines may have been dropped at that point.

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The coat of arms

The coat of arms consists of a shield and an escroll containing the motto.

The shield consists of two parts: the upper part (the chief) separated from the lower (the base) by an arched line symbolizing the Chinook arch. The ground colour of the chief is scarlet, commemorating the North West Mounted Police under whose influence Western Canada was settled. Upon this colour is a pair of open books bound in gold. Between the books is a white rose, symbolic of Alberta. The ground colour of the base is gold, indicative of golden sunshine or golden grain. Upon this is a black bull's head with red horns and crossed staves bearing red flags, reminiscent of the family logo of Lt. Col. J.F. Macleod, the NWMP officer who founded Fort Calgary.

Below the shield, printed on an escroll, is the university's motto, "Mo shúile togam suas" (translated as "I will lift up my eyes"), rendered in Gaelic uncial letters. The motto is a Gaelic version of Psalm 121 of the King James Bible. The scroll is white; the draped ends are red.

The coat of arms is used in very limited applications, most of them ceremonial. It should not be used on promotional materials, apparel or mainstream communications.

The academic seal

The University of Calgary academic seal is used on official documents, such as academic credentials and transcripts, as well as in the context of convocation ceremonies. It is also used in medallion format for a small collection of high-end giftware offered through the University of Calgary Bookstore. The academic seal graphic should not be used on promotional materials or apparel.

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The tartan

The university has an official tartan that incorporates the University of Calgary's official colours of red and gold in its design. It was designed by Jim Odell, a University of Calgary education and fine arts graduate, and accredited in a ceremony (May 4, 2001) presided over by Duncan Paisley of Westerlea, President of the Scottish Tartans Society and director of the Register of All Publicly Known Tartans.

The ceremony was both the first proper tartan accreditation ceremony held in Canada, and the first time a member of the Scottish Tartans Society visited Canada to officially accredit a tartan.

Use of the tartan is limited to traditional academic ceremonies such as convocation and a small collection of high-end accessory items offered through the University of Calgary Bookstore. The tartan should not be used in general promotional materials or everyday apparel.

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1.05 Identifying elements

The logo

Lockup

Wordmark FACULTY OF ARTS

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1.06 The logo

The University of Calgary combines the best of long-established university traditions with Calgary’s frontier spirit of originality and innovation. Our logo was designed to reflect bold thinking and a connection with the origin of Calgary and its western spirit. The logo has two components: the crest and the wordmark. The crest represents and respects our historical heraldry while the more contemporary wordmark reflects our focus on the future. The University of Calgary has had a number of wordmarks, logos and trademarks in the past. This University of Calgary logo replaces and supersedes all other institutional wordmarks, logos and trademarks. Our pride in the University of Calgary’s history and future possibilities is reinforced each time we use the logo on our communication tools (publications, external correspondence, garments, business cards, stationery items, websites, videos, posters, etc.).

The logo cannot be altered, re-typeset or modified in any way. Any use other than the examples referenced in these standards must be approved in advance by

University Relations.

Crest portion

Wordmark portion

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1.07 Primary and secondary logos

Primary logo – vertical

The vertical orientation is our primary university logo. It should be used as the identifier of the university in all marketing communications, everyday business communications, apparel and merchandise. The stacked format gives prominence to our logo while balancing the elements symmetrically.

Secondary logo – horizontal

The horizontal version of the university logo is also intended for general usage and identification of the university. This side-by-side version can be used in situations where the vertical logo becomes too small in the space allowed. That might include vehicle signage, small merchandise and web banners, etc.

Hint: It can be challenging to choose the right graphic for your particular background. Just remember that the bull's head should always be dark.

Full-colour Black-only Full-colour for black background White/reverse/knock-out

Do not reverse the black logo. Use the white logo at right.

Do not reverse the black logo. Use the white logo at right.

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1.08 Logo usage Basic guidelines

The University of Calgary logo must be used prominently and in its entirety on all communication materials. It must be used in the exact format and proportions as stipulated in these guidelines and may not be modified in any way.

The logo has specific proportions. Do not change its dimensions or orientation in any way by editing, retouching, redrawing, skewing, flipping, tilting, rotating or distorting it (see incorrect application of the logo).

Do not move any of the elements of the logo into any other position, shape or size.

The logo should be separated from other visual identifiers. It should have clear space around it, equal to or greater than the width and height of the letter ‘A’ in Calgary at whatever size the logo is (see example to the right).

Do not substitute other fonts or attempt to re-create the wordmark.

Use only the official university colours in the logo.

The logo is a legally protected trademark of the University of Calgary. The trademark symbol does not need to accompany it.

Vertical and horizontal orientations are available for use. Download at ucalgary.ca/brand.

A A

A

A

A

A

A

A

Minimum clear space between adjacent graphic elements

http://www.ucalgary.ca/brand

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Minimum edge spacing

The minimum clear space to the edge of paper or page border must be maintained to ensure adequate white space. The logo must not be crowded or feel like it is falling off the page. The distance to any outside edge must be two times the width or height of the letter "A" in "Calgary". If the logo is in a saddlestitched publication please ensure that "page creep" does not impact the edge placement. This may require up to 1/8 of an inch of extra space to be added to the right of the logo for any right pages or additional 1/8 of an inch for left pages.

Top left edge placement

Bottom left edge placement

Top right edge placement

Bottom right edge placement

A

A

A

A A

A

A

A

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Minimum logo size

To maintain the integrity of the university logo there are minimum sizes that must be respected.

Letterhead, report covers, folders, viewbooks, proposals, brochures and 0.5" minimum width pamphlets, etc.

Newspaper and print advertising 0.85" minimum width

Digital and web 100 x 75 pixels

When the logo must be applied to small spaced-constrained promotional materials such as pencils, pens and lapel pins, it is permissible to use only the wordmark part of the logo. In addition, the wordmark may be placed on one line. This is a highly restricted application and files must be requested from University Relations. It is not permissible to alter the arrangement of the graphic portion of the logo and the wordmark portion when they are used together.

0.75" minimum width

1.25" minimum width

140 x 40 pixels

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Incorrect application of the full-colour logo

It is critical to the perception of the University of Calgary brand that all usage and instances of the university logo maintain and promote consistent application across all media. Following are unacceptable uses the University of Calgary logo. If you have questions or concerns about the use of the logo please email

[email protected].

Do not remove any elements of the logo

Do not rotate the logo

Do not add reflections, glows or other visual effects

Do not substitute other fonts

Do not recolour the crest

Do not recolour the wordmark

Do not use the wordmark alone except in University Relations

approved merchandise

Do not place over complex backgrounds

Do not use drop shadows

Do not reconfigure the logo and the wordmark

Do not skew, extrude or put into perspective

Do not compress or extend

Do not use transparent effects

Do not place over solid colour backgrounds other

than red, gold or black

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UNIVERSITY OF CALGARYFACULTY OF KINESIOLOGY

UNIVERSITY OF CALGARYFACULTY OF NURSING

UNIVERSITY OF CALGARYFACULTY OF SCIENCE

UNIVERSITY OF CALGARYFACULTY OF VETERINARY MEDICINE

1.09 Faculty lockups

Faculty lockups extend our visual identity system. The following lockups are bound units that have specific uses. They should not be reconfigured or manipulated. The names of the faculties must always appear in uppercase. Given its mandate and charter, Continuing Education is included in this collection.

Note: the Schulich School of Engineering is a special case. Please refer to chapter 23.0.

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Department and unit lockups

Faculties, departments and units are defined within a typographical hierarchy.

Faculties, named schools and Continuing Education are expressed in all caps only. No other university units may use all caps.

Academic departments within faculties are expressed in upper and lower case to define their hierarchy within a faculty.

Offices and administrative units are set as upper and lower case.

Departments and other business units are set as upper and lower case.

Note: University entities that require a third line of text, can not be expressed in a lock-up. This is to limit the complexity of the logo and to preserve its visual integrity. If a third line of text is needed to indicate, for example, a unit within a department, within a faculty, the hierarchy should be depicted with the University logo separate from the wordmark. For more information on working with wordmarks and the university logo, see page 25.

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One university family Our strategic objective is to represent all entities within the university as part of a single, united ‘family’. The majority of the time, the only graphic necessary to represent our activities is the primary University of Calgary logo. Faculty and department/unit lockups are available for use in select situations where it becomes critical to isolate the structural entity.

When to use or not use a faculty or department/unit sub-brand

NO

• Letterhead (print or digital): use university letterhead with customized return address block

• Envelopes: use university letterhead with customized return address block

• Business cards: use university standard with customized content for personal affiliation

• Web site: use university crest and standard templates with navigation/header text to reflect faculty

• As one of multiple campus entities sponsoring/supporting an event: use primary logo with text identifiers for all involved entities

• Community-facing programs (e.g. Continuing Education, summer camps etc.): use the university logo and explain the organization in supporting text

YES

• Partnerships between the specific faculty and another discipline-specific entity (e.g. the Faculty of Kinesiology and Be Fit for Life)

• Discipline-specific conference presence/promotions (e.g. the Department of Physics and the World Congress of Physicists)

• Team merchandise/certificates/giftware (e.g. coffee mugs or training completion certificates for the Office of Sustainability)

• Direct, specific recognition (e.g. visual profile on a display board in a discipline-related clinic or gallery)

• As context for very specific initiatives (e.g. The Hotchkiss Brain Institute is connected to the Faculty of Medicine)

• On internal function- or discipline-specific documentation (e.g. training handbook for the Department of Geography, Faculty of Arts, course outlines for the Haskayne School of Business)

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1.10 Faculty wordmarks The refreshed visual identity encourages a more open approach to identifying academic and administrative units in relationship with the university logo. In addition to faculty and department lockups we encourage use of unit identities, also called "wordmarks "in marketing communications and design. As noted in the previous pages, there are guidelines for the placement of the university logo on its own. That placement and the placement of unit wordmarks must be carefully considered and depends on the objective of the communication and message being delivered. These wordmarks are available on request at [email protected] and include single-line, two-line left-, two-line right-, and two-line centre aligned versions as indicated. Do not recreate or typeset these on your own. Never use wordmarks without the university logo in close proximity. For more information on working with wordmarks and the university logo see page 25.

Single-line

FACULTY OF ARTS

WERKLUND SCHOOL OF EDUCATION

SCHOOL OF ARCHITECTURE, PLANNING AND LANDCAPE

FACULTY OF GRADUATE STUDIES

FACULTY OF KINESIOLOGY

FACULTY OF LAW

CUMMING SCHOOL OF MEDICINE

FACULTY OF NURSING

FACULTY OF SCIENCE

FACULTY OF SOCIAL WORK

FACULTY OF VETERINARY MEDICINE

HASKAYNE SCHOOL OF BUSINESS

CONTINUING EDUCATION

SCHULICH SCHOOL OF ENGINEERING

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Two-line left aligned


FACULTY OF NURSING

FACULTY OF SCIENCE






FACULTY OF ARTS





FACULTY OF LAW

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Two-line right alignment


FACULTY OF NURSING

FACULTY OF SCIENCE






FACULTY OF ARTS





FACULTY OF LAW

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Two-line centre aligned


FACULTY OF NURSING

FACULTY OF SCIENCE






FACULTY OF ARTS





FACULTY OF LAW

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1.11 Department and unit wordmarks

Departments and units are treated similarly to faculties except in upper and lower case. Wordmarks can be placed on a single line on two lines or, if long, three

lines. They can also be left-, right-, or centre aligned depending on the intended use. Department and business unit wordmarks are available from University

Relations. Do not create these wordmarks on your own. Contact University Relations to have one created for you. Following are a few examples of department and

unit wordmarks. Never use wordmarks without the university logo in close proximity. For more information on working with wordmarks and the university logo

see page 25.

Single-line Multi-line left alignment Multi-line right alignment Multi-line centre alignment

FACULTY OF SCIENCE Department of Geoscience

Department of Geoscience

Office of the Provost

Taylor Institute for Teaching and Learning

Parking and Transportation


FACULTY OF SCIENCE










FACULTY OF SCIENCE






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1.12 Relationship of faculty wordmarks to the logo

Following are guidelines on how best to orient faculty wordmarks with the university logo. Wordmarks must always appear with the university logo and never by themselves.

Alignment for documents For viewbook covers, reports, brochures etc. the logo is positioned right or left. The top of "Faculty" must align with the top of the "University of" and the bottom of "Faculty" must align to the top of the "A" in Calgary.

Alignment for stationery For letterheads and forms the logo is positioned left with faculty wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary".

Minimum horizontal spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark name must be set in Gotham Bold and be positioned to align at the top "University of" in the logo. The wordmark must appear at least two or more widths of "University of" away from the logo.

Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark name must be set in Gotham Bold and be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo.

FACULTY OF NURSING

FACULTY OF NURSING Address l ine one

Calgary, AB xxx xxx CANADA

ucalgary.ca

FACULTY OF NURSING

FACULTY OF NURSING FACULTY OF NURSINGFACULTY OF NURSING

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Relationship of faculty to academic department with the logo

Following are guidelines on how best to orient faculty and department wordmarks with the university logo. Wordmarks must always appear with the university logo and never by themselves.

Alignment for documents For department reports and other uses, the logo is positioned right or left. The top of "Faculty" must align with the top of the "University of" and the bottom of "Department" must align to the bottom of the "A" in Calgary. Alignment for stationery For letterheads and forms the logo is positioned left with faculty wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary".

Minimum horizontal spacing The height of the faculty and department wordmark in relationship to the logo can be no smaller than the top of "University of" and the bottom of "Calgary". The wordmark must appear at least two or more widths of "University of" away from the logo. The department name must be set in Gotham Bold.

Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The department name must be set in Gotham Bold. It must be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo.



Address l ine one Calgary, AB xxx xxx

CANADA ucalgary.ca





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Relationship of department and unit wordmarks to the logo Following are guidelines on how best to orient non-academic departments and unit wordmarks with the university logo. Wordmarks must always appear

with the university logo and never by themselves.

Alignment for documents For documents, reports, etc. the logo is positioned right or left. The top of the wordmark must align with the top of the "University of" and the bottom of the wordmark must align to the top of the "A" in Calgary. Alignment for stationery For letterheads and forms the logo is positioned left with the wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary". Minimum horizontal spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark must be positioned to align at the top "University of" in the logo. The wordmark must appear at least two widths of "University of" away from the logo.

Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark must be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo.


Parking and Transportation Address l ine one

Calgary, AB xxx xxx CANADA

ucalgary.ca


Parking and Transportation Parking and Transportation Parking and Transportation

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1.13 Partnerships

When the university is presented in partnership with other organizations, it is important to understand the nature of the agreement and whether or not it is an equal partnership. Following are examples of how the university must be represented with other parties.

Equal Partnerships

The minimum buffer space for each logo must be double the measure of the width of the capital "A" in "Calgary". Logos cannot be placed next to each other closer than the minimum allowed distance. When grouping logos, request a partner logo that is in a vertical or horizontal orientation that best matches our logo. Ensure the partner logo is the same height as the university logo. Always place the university logo to the left of one or more partner logos. For multiple equal partnerships, ensure minimum space between each. Place a 0.5 point black line between the two logos centred on the minimum spacing as indicated below.

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Partnerships in which the university is lead

When the university is in partnership with other organizations but is the lead of the initiative, the partner logos must be a maximum of 70 per cent of the vertical height of the university logo. Logos must be placed at the minimum allowable spacing referenced above. Place a vertical line between the double minimum spacing to separate our logo visually from others. A single vertical line centred on the minimum clear space may be placed between the university logo and the others.

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1.14 Colour palette The university colour palette includes primary, secondary and accent colours. Primary colours are the red and gold in our logo. Secondary colours enable a

rich expression of who we are by extending the colour spectrum between red and gold. Accent colours are intended to be used in limited amounts so as not

to dominate primary and secondary colours. They are reserved for specific uses.

Definitions

CMYK

This acronym stands for cyan, magenta, yellow and black. It is also known as process colour. Process colour is produced

by combining varying amounts of cyan, magenta, yellow and black. Colour is specified in one per cent increments and

combined across the four colours.

RGB

This acronym stands for red, green and blue. RGB is the standard used in web and television applications. It is based on

light and a combination of the three colours to create the full colour spectrum. Specific colours are represented by a

combination of levels of the three colours.

Hex

Hex colours are specified for use on the web and in digital spaces. The colour spectrum is represented by a three-byte

hexadecimal standard and represents a combination of red, green or blue colour components used in HTML, CSS and other

programming languages.

C0 | M97 | Y100 | K3

R214 | G0 | B28

#cf0722

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Secondary colours:

The secondary colour palette was developed to support our primary colours. The primary palette must always be used with all secondary colours.

Our primary colours differentiate us from our competitors and should be used in all branded collateral for consistency and recognition.

Primary, secondary, neutral and restricted-use colours

Primary colours:

Accent colours:

If you are interested in using rubine or green in print or digital applications please contact University Relations at [email protected].

Warm Greys:

Warm greys are intended to be used as neutral backgrounds for text areas, call-outs and titles.

RED

CMYK: 0 97 100 3

RGB: 214 0 28

Hex: cf0722

LIGHT GREY

CMYK: 6 7 13 16

RGB: 196 191 182

Hex: c4bfb6

LIGHT ORANGE

CMYK: 0 41 100 0

RGB: 255 163 0

Hex: ffa300

BLACK

CMYK: 0 0 0 100

RGB: 0 0 0

Hex: 000000

GOLD

CMYK: 0 14 100 0

RGB: 255 205 0

Hex: ffcd00

DARK GREY

CMYK: 18 21 27 47

RGB: 140 133 123

Hex: 8d827a

DARK ORANGE

CMYK: 0 70 100 0

RGB: 255 103 31

Hex: ff671f

WHITE

CMYK: 0 0 0 0

RGB: 255 255 255

Hex: ffffff

BERRY

CMYK: 7 100 82 26

RGB: 166 25 46

Hex: a6192e

RUBINE

CMYK: 0 100 22 3

RGB: 206 0 88

Hex: ce0058

BROWN

CMYK: 18 79 78 56

RGB: 107 53 41

Hex: 6b3529

GREEN

CMYK: 27 0 100 3

RGB: 181 189 0

Hex: b5bd00

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Limited colour applications The university logo is available in white and black for limited-colour applications. These single-colour logos are to be used in specific ways as outlined below. Key concepts to consider include edge placement, contrast, colour background and colour density.

Contrast – The following tiles present the logo and background relationships that provide the greatest contrast. A number of secondary colours can be used behind the white or black version of the logo.

Colour background – The white or black logo should only be used over the colour backgrounds shown below. Avoid placing the logo over any other colours. There are some exceptions for merchandise applications. Email [email protected] for clarification if needed.

Colour density – When placing the black logo over a colour background please ensure that the black overprints the underlying colour.

Approved backgrounds for the white logos, and for the colour crest with white wordmark logos.

Approved backgrounds for black logos

Red Black

Warm Grey 1Gold

Warm Grey 2

White

Orange

Orange

Tangerine

Tangerine

Berry Brown

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1.15 Typography

The following page contains the fonts to be used in all University of Calgary marketing and communications applications.

Primary fonts: sans serif

The following are flagship typefaces for the university and are designated for all marketing and communications collateral that will be seen by internal and external audiences. Because of licensing restrictions, it is not expected that these fonts be used for everyday business documents or presentations. Please substitute Calibri for everyday use.

Gotham Bold Use for: Subheads • Headlines • Emphasis in body copy • Pull quotes • Type as a graphic element

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Gotham Book Use for: Secondary subheads • Body copy • Charts and tables • Type as a graphic element

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Bold Italic Use for: Emphasis in body copy • Pull quotes

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Gotham Book Italic Use for: Subheads • Headlines • Emphasis in body copy • Pull quotes


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Gotham Ultra

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Thin


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Primary fonts: sans serif (cont'd)

Gotham Ultra Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Gotham Thin Italic


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Secondary Fonts: Serif

The Georgia family is to be used where long amounts of copy require the reader to read in detail and at length. Georgia enables the reader to spend time with content whether on paper, tablet or e-reader. It can be used for headlines or subheads when a more formal presentation is required. Georgia is part of most Windows and Macintosh operating systems and is often the default serif font for Word and PowerPoint. It can be used for everyday purposes without

special licensing.

Georgia Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Georgia Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789Georgia Bold Italic ABCDEFGHIJKLMNOPQRSTVUWXYZ abcdefghijklmnopqrstuvwxyz0123456789Georgia Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

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Default Fonts (Word, Excel and PowerPoint)

Calibri is a clean and modern font and is available almost universally on PCs and Macs. It is intended to be used commonly in favour of Gotham, which is reserved for

marketing and communications publication. Our default serif font is Georgia and it is also almost universally available on PCs and Macs.

Calibri Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz0123456789Calibri Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz0123456789Calibri Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz0123456789Calibri Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz0123456789

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Other Fonts

University Relations uses the full Gotham font family in marketing and communications collateral. This includes Gotham Narrow and Gotham Extra Narrow. If you have an application that you feel would benefit from these more condensed fonts, contact University Relations at [email protected].

Web Fonts

The University of Calgary uses Proxima Nova as the web font for all ucalgary.ca websites. Proxima Nova is similar in appearance to Gotham and enables a consistent

presentation of our brand in the digital space.

Proxima Nova Bold

Proxima Nova Regular

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Lorem ipsum dolor sit amet consectetur. Lorem ipsum dolor sit amet, consecte-tur adipiscing elit. Phasellus con-sectetur enim a nunc rutrum, aliquet accumsan nulla cursus. Suspendisse scelerisque varius augue, et male da magna mattis aliquam.

Lorem ipsum dolor sit amet, consecte-tur adipiscing elit. Phasellus con-sectetur enim a nunc rutrum, aliquet accumsan nulla cursus. Suspendisse scelerisque varius augue, et male da magna mattis aliquam. Cras quis pel-lentesque sem. tur consectetur ante nisi, quis commctenunc rutrum, ali-quet accumsan nulla cursus. Suspen disse scelerisque varius augue, et male da magna mattis aliquam.

Select a unit of measure based on the size and proportion of elements in your layout. Double, reduce by half and use other multiples to add structure to your layouts.

1.16 Working with layouts

Spacing and page layout

When designing layouts, ensure that the integrity of the page is based on consistent relationships. Spacing between blocks of information and visual content should be based on common units or grids. If not, the page will look sloppy. The following example demonstrates how consistent spacing stabilizes the elements of page layouts.

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Faculty and department typography (formal hierarchy)

Example 1: The formal faculty and department wordmark is spaced the minimum of two logo widths from the university logo. The title of the document is set in Gotham Book or Light to suit the scale and design of the page. Titling is set at 1:1 (e.g. 30/30 pts). Ensure sufficient contrast of type to background for optimal viewing.

Example 2: If the department or unit is the focus of the communication it can be set away from the faculty name and in Gotham Book or Light. The name of the department can be placed on a single line or be stacked. If stacked, always place 'of' on the second line. The department name should be set at 1:1 (e.g. 30/30 pts).

Example 3: There may also be opportunities to highlight titles and messages and closely associate them with departments or other units. This more complex hierarchy is anchored by the faculty name and logo but flexibility is given to the department or unit and the key message.

FACULTY OF SCIENCE


FACULTY OF SCIENCE


New directions in geothermal power generation


New directions in geothermal power generation

Image, colour or graphic

Image, colour or graphic Image, colour or graphic

A formal hierarchy consists of a direct relationship between faculty and logo as presented above.

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Faculty and department typography (informal hierarchy)

Example 1: The faculty name must always be set in Gotham Bold. In this example it is placed diagonally from the logo, anchoring both on the page and enabling a maximum amount of space for messaging and imagery. The faculty wordmark must be tracked out at 100 ems and have minimum clear space of the height of its uppercase letters above and below as illustrated.

Example 2: The faculty can be supersized to be the sole focus of the design. It must be tracked out at 100 ems and be placed diagonally from the logo. The faculty name can be knocked out in white or be black and must provide optimal contrast with the background for easy reading. The faculty name must always be set in Gotham Bold.

Example 3: An event or promotion can lead the communication while associating the faculty wordmark in close proximity. In the example above, the event is tied closely to the faculty with the logo being presented as the over-arching anchor. The initiative can be set in Gotham Book or Gotham Light.

FACULTY OF SCIENCE

FACULTY OF SCIENCE

FACULTY OF SCIENCE

DISCOVERYFEST13

New directions in geothermal power generation Annual Report 2013




An informal hierarchy consists of an indirect relationship between faculty and logo as presented above.

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1.17 Using type Key concepts

Our visual identity system accommodates creativity and flexibility. Beyond basic faculty sub-brand logos we encourage visual design using type. Typography can make or break collateral depending on how it is approached. The elements of good typographic design include:

Scale

The scale of faculty, department and business unit wordmarks is dependent on the size of the university logo. At minimum it has a specific size and relationship outlined on page 25. When wordmarks and key messages need to stand out, they can be scaled and font weights modified while respecting the university logo and its need for stability and prominence within designs. Scale of typography is an easy way to capture attention and make a point.

Hierarchy

Related to scale, hierarchy focuses attention by considering what people see first, second and third. Creating a visual hierarchy with type helps people to receive and consume information the way we want them to. Too many elements can break down visual hierarchy, so keep designs simple and powerful.

Composition

Composition in typography is important in adding focus, leading the eye and balancing blocks of content. Good compositions require consideration to ensure the integrity of the design.

Balance

Balance is critical and can make or break a design. Type is a great balancing factor that makes pages solid and pleasant to the eye. Consider the visual mass of various page components and how type can stabilize or make a page more dynamic.

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Scale

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

FACULTY OF ARTS

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

ABCDEGHIJKMNOPQRSTWXYZ

FACULTY OF ARTS

ABCDEGHIJKMNOPQRSTWXYZLorem ipsum dolor sit amet, consectetur adipiscing

elit. Mauris eget scelerisque lectus, nec iaculis leo.

Vivamus condimentum ornare neque at dapibus.

Proin eu nisi purus. Ut porta venenatis ligula non

porttitor. Duis sed felis quam. Nunc sagittis porta

felis, ut feugiat metus porta quis. Maecenas sed

bibendum nulla. Integer a tempus mauris. Cum

sociis natoque penatibus et magnis dis parturient

montes, nascetur ridiculus mus. Aliquam blandit

tellus sit amet velit luctus elementum. Proin non

elementum enim, quis vulputate neque.

Lorem ipsum dolor sit amet,

consectetur adipiscing elit. Mauris

eget scelerisque lectus, nec iaculis

leo. Vivamus condimentum ornare

neque at dapibus. Proin eu nisi

purus. Ut porta venenatis ligula non

porttitor. Duis sed felis quam.

Nunc sagittis porta felis, ut feugiat

metus porta quis. Maecenas sed

bibendum nulla. Integer a tempus

mauris. Cum sociis natoque penatibus

et magnis dis parturient montes,

nascetur ridiculus mus. Aliquam

blandit tellus sit amet velit luctus

elementum. Proin non elementum

enim, quis vulputate neque. Donec

viverra nisi eget sapien euismod

aliquam. Cras sed libero posuere,

posuere nunc eget, blandit nisl.

Lorem ipsum dolor sit amet,



















Small-scale elements in a white field create a sense of space and openness.

People see images first, then headlines, logo and finally copy. Design so that element hierarchy is clear.

Mixing large and small type blocks creates implied depth and visual interest.

Bold headlines stand out. Scaling the size of content creates better visual hierarchy. Isolation of the logo can elevate its prominence.

Scale adds focus and can dominate and command authority.

Extreme use of scale creates hierarchy. White space also isolates elements of focus. It helps to move the eye within the composition.

Scale also makes typographic elements more graphic and interesting with the negative white shapes they create.

Page contrast and colour create hierarchy and focuses the viewer.

When designing with type, ensure that you do not scale type carelessly. Always place the logo in a prominent and stable location. Scale names and messages to create impact and lead the viewer's eye. Scale does not need to be full contrast but can include screened back elements and supergraphics similar to the example at the far right. If scaled, the logo should be placed on a diagonal from wordmarks and messages.

Hierarchy

Think 1-2-3. What do you want people to see first, second and third? A visual hierarchy is needed to lead the viewer's eye and help them understand what to experience in desired order. This can be subtle or bold, and should never be a challenge to viewers. Hierarchy is an important consideration when many elements are presented on a page.

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Composition

When composing page design with the university logo, white space and negative space help to segment the page so that it engages viewers. Composition adds structure and it defines space and the relationship of elements to each- other. Composition can add

stability or energy to a design.

Balance

When designing university publications, ads and merchandise, balance helps to stabilize designs. Create layouts with balance in mind by considering the different masses of page content, headlines, photos and graphics. Balance can be dynamic or static.

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

FACULTY OF ARTS

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

Title or message

FACULTY OF ARTS

ABCDEGHIJKMNOPQRSTWXYZ

FACULTY OF ARTS

ABCDEGHIJKMNOPQRSTWXYZLorem ipsum dolor sit amet,



















Static page balance can be created with equal weight of white areas adjacent to titles.

Simple compositions enable the eye to move easily between page elements.

Page balance can be created using symmetry and alignment between adjacent elements.

Composition is a key concept when setting the logo, images, wordmarks and written content.

Balance can be created with similar mass elements and opposing left- and right-alignments.

Compositions can move the eye in a circular or linear manner. Keep the viewer's eye in the page by moving them from element to element.

Balance can be created by placing elements near the middle of the page horizontally while being more loose about other element placement.

Triangles in composition keep the viewer more engaged in a page design and help prevent their eye from zooming off the page.

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Headlines and subheads

Here are examples of other typographical combinations for use in collateral design, always in association with the University of Calgary logo. Headlines can be in primary and secondary colours, screened in grey or reversed in designs. Consider the tone and purpose of the typography and whether it is

conservative, event-specific or more playful and promotional.

Faculty and department typography (identifying)

FACULTY OF SCIENCE

Plate Tectonics Symposium

Exploring the Western Sedimentary BasinFACULTY OF SCIENCE

FACULTY OF SCIENCEExploring the Western Sedimentary Basin

FACULTY OF SCIENCE

SYMPOSIUM ON PLATE TECTONICS

TECTONICS 13 Department of Geoscience


TECTONICS 13

Faculty wordmarks are set in uppercase Gotham Bold and tracked at 100 ems. Messaging and other units may use lighter weights to add scale and emphasis.

Key messages, names of initiatives and publication titles can be set in large, light or bold fonts in close proximity to faculty wordmarks. Match the style and size to the tone of the publication for best results.

Faculty wordmarks may be used at larger sizes while key messages and titles can be used at smaller sizes. Depending on the focus and hierarchy of your message, set the type in a way that lends credibility to the university. Ensure that visual relationships on the page are strong.

Consider the use of uppercase in titles but not body copy. It adds distinction, but can be difficult to read in long copy. Do not set departments or units in uppercase.

Consider the use of light-weight fonts adjacent to each other. This lends a modern, open and friendly air to page design. Juxtapose department names to create balance and visual interest.

45


Event typography (selling)

BOREALIS 2013 Solar Decathlon

FOCUS VISION STRENGTH ENDURANCE SUCCESS

HELLO WORLD!

Welcome to the third annual Global Digital Bandwidth Spectrum Symposium.

C O N V O C A T I O N 2 0 1 4

Use varying weights of fonts to emphasize names and events, and to strengthen messaging. Designing with type increases aesthetic value and presents events in more compelling ways.

Consider how type can be contained or made free. Can you manipulate it to carry a bold feeling or focus a message? Consider scale, composition and visual texture. When presenting a message, is there a clean and easy-to-read solution that still enables a unique presentation of the information?

For large banners and wall graphics, consider extreme scale to dominate spaces. Combine a larger-than-life message with small type that's easy to read.

Consider tracking letters and custom kerning. This can breathe air into designs. Be cautious of legibility issues and breaking down communication potential by going too far.

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Setting headlines

When setting headlines, consider the size of the headline in its final output format. If the headline is on a large poster, reduce the tracking of Gotham as its design is quite open. This will optically reduce the space between letters while visually maintaining inter-letter relationships. Type under 30 points does not require negative tracking. When setting multi-line headlines, set at 1:1 e.g. 24/24 pts.

30 point type with tracking set at zero

72 point type with tracking set at -25

72 point type with tracking set at -50

ALU AluALUM Alum

ALUMNI Alumni

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Setting text blocks

When laying out text, adhere to the following guidelines to ensure consistency. Do not use auto-leading when setting copy. Instead, use the formulas outlined below. The font size/leading relationship for body copy is a ratio of 2:3. This ratio ensures that at whatever size the font, leading will be proportionate in all publications. Where space is tight, that relationship can be 3:4, but no tighter. Always set tracking at zero. Do not use justified type in favour of left alignment where the presentation of content is a more open style.

Gotham Book, 8.5 point/13 point leading

In 2012, the University of Calgary developed and secured approval for a new International Strategy intended to achieve two purposes. The first is to identify the specific goals, strategies and tactics that are required to harness, focus and intensify this activity so that our university becomes known as a global intellectual hub. The second is to guide the allocation of resources to potential initiatives related to internationalization of our campuses and our activities. The range of possible investments far exceeds the availability of resources. A clear institutional strategy will guide decision-making about which of the many possible international opportunities or investments to pursue.

Georgia Book, 8.5 point/13 point leading


Gotham Book, 10 point/15 point leading


Georgia Book, 10 point/15 point leading


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Sign-off call to action for more information.

Faculty of NameLocation on campus2500 University Drive NW Calgary, AB T2N 1N4

CANADA [email protected]/unit

Where documents contain contact information, set contact block as follows:

Contact information block without logo

8.5 point/13 point leadingContact information block with logo

8.5 point/13 point leading

Sign-off call to action for more information.

Faculty of NameLocation on campusUniversity of Calgary 2500 University Drive NW Calgary, AB T2N 1N4

CANADA

[email protected] ucalgary.ca/unit

• Faculty name and location on campus, along with phone number and email, are optional

• Use periods in the phone number instead of dashes, and do not use brackets around the area code.

• Faculty name and web URLs are always bold. Do not use the "www" prefix for URLs.

1.18 Contact information blocks

visual identity standards · the university of calgary logos are available in a range of formats to...

Documents