Brand Guidelines

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Contents
GRAPHIC STANDARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 FAQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 OFFICIAL LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Logo usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Use of logo with school / unit names . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Incorrect usage of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Color and space requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Using the logo on photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 COLORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 GRAPHICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 CASE STATEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 INVITATION TEMPLATE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 STATIONERY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 WEB BRANDING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 CONTACT INFORMATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Graphic Standards
The visual identity of Campaign Emory is created through the consistent use of graphic elements, including logo, typography, imagery, and color palette. By preserving a professional and recognizable look for Campaign Emory, we are protecting the Emory name and reinforcing the quality of Emory as an institution to all audiences. The existence of these guidelines does not mean that materials must look exactly alike. However, the standards call for materials to demonstrate a family resemblance so it is clear they are from the same institution. This will cause the audience to associate all campaign-branded materials with Campaign Emory.

The guidelines that follow apply to the campaign logo, typeface, graphics, and color usage associated with the Campaign Emory brand. They represent a cohesive standards system that unifies the Campaign Emory identity while still allowing for graphic distinction among the various schools, units, and major programs.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

FAQ
Q: Why are brand guidelines necessary? A: Campaign Emory will raise funds for all entities of Emory including all schools and units, health care, and a variety of other programs and activities. Given this diversity, it is necessary to establish the campaign’s identity under one unified set of standards. Guidelines are necessary to maintain a consistent, high-quality look and feel throughout all campaign materials. This will ensure all campaign materials are recognizable as a unit. Q: May I create an official Campaign Emory wordmark by adding the name of my school or unit next to the Campaign Emory logo? A: No. The approved Campaign Emory logo has been carefully and uniquely designed by identity specialists and must be accessed by downloading the graphics file from www.campaign.emory.edu. The same is true of the identity signatures, including unit names: All have been crafted carefully and are to be used only as complete and unalterable graphics files. You may need the advice and assistance of a graphic designer to use these files properly. Q: Can I get my own custom logo? A: No. There is only one version of the Campaign Emory logo. Q: How do I get the logo? A: The logo is available in a variety of file formats (EPS, PDF, JPG, PNG). You can download all formats from the Campaign Emory website www.campaign.emory.edu. Q: How do I open the logo file? A: The .eps file format is often preferred by vendors and is generally used in higher-end desktop publishing programs and Adobe Illustrator. This format also has the advantage of being “resolution independent”. That is, you can make it as big or as small as you wish without losing sharpness. However, you may not be able to open the .eps file directly on your computer without specific software. You can import the .eps into other layout programs even if you do not have Adobe Illustrator. Q: Who do I call if I have a problem or question? A: Heather Putnam, Senior Designer, Development Communications 404.727.5369 | hdputna@emory.edu

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Official Logo
The logo is designed as a single unit of identification for Campaign Emory. It depicts the marble seen across Emory’s campus and uses the shield shape from the Emory logo. The design of the logo has been considered carefully and should not be altered or rearranged. TYPEFACE The text in the logo was derived from Goudy. It is not permissible to try to reproduce the logo by typing out the words in Goudy. This typeface should remain the logo’s own and not be used elsewhere in a publication or on a website. Emory’s official text typeface is Sabon (available from www.adobe. com). Good sans serif choices to use in conjunction with the logo are News Gothic, Avenir, Univers or MyriadPro. COLORS The Campaign Emory logo should be printed in 4-color process at all times. There is a grayscale version only to be used for one color jobs. The one color must be black. OTHER MEDIUMS The logo also may be embossed or foil stamped. If you have questions or a particular request, please contact Jason Peevy, executive director for Development Communications, at 404.727.7181 or jpeevy@emory.edu.

PLACEMENT The campaign logo should be used in conjunction with the school / unit logos. On campaign materials, the campaign must always be in the most prominent position. The school / unit logo should not be directly adjacent to the campaign logo, but should be in a secondary position of prominence such as the inside front cover and the back cover of the publication.

On a one-page campaign related document where both logos must be displayed, the campaign logo should be somewhat larger and at the top. The school / unit logo should be placed near the bottom of the document and should be somewhat smaller than the campaign logo.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Logo Usage
APPROVAL OF LOGO USAGE The campaign logo may be used in all letters and publications for alumni relations, development, and fundraising as well as in electronic communications including the website of a school, college, or other unit. A PDF or hard copy of every publication and electronic communication that includes the campaign logo MUST be submitted to Jason Peevy in Development Communications before being printed or published. The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website: www.campaign.emory.edu. USING THE CAMPAIGN LOGO IN CONJUNCTION WITH A SCHOOL / UNIT LOGO The campaign logo should be used in conjunction with the school / unit logos. On campaign materials, the campaign must always be in the most prominent position. The school / unit logo should not be directly adjacent to the campaign logo, but should be in a secondary position of prominence such as the inside front cover and the back cover of the publication. On a one-page campaign related document where both logos must be displayed, the campaign logo should be somewhat larger and at the top. The school / unit logo should be placed near the bottom of the document and should be somewhat smaller than the campaign logo. HOW TO GET THE LOGO IN DIGITAL FORM The logo is available in a variety of file formats (EPS, PDF, JPG, PNG). The .eps file format is often preferred by vendors and is generally used in higher-end desktop publishing programs and Adobe Illustrator. This format also has the advantage of being “resolution independent”. That is, you can make it as big or as small as you wish without losing sharpness. However, you may not be able to open the .eps file directly on your computer without specific software. The .png format works well in the various Microsoft Office applications. The .pdf is a good format to send to others due to the ubiquity of the Adobe Acrobat Reader program and is technically similar to the .eps format. The .jpg can be used in web applications, though professional web developers should prefer to create specific sizes and resolutions from one of the other formats. The .jpg should not be used in physical sizes larger than a few inches across. All logo files can be downloaded from the campaign website www.campaign.emory.edu.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Use of Logo with School / Unit Names
The logo may be included with the name of your college, school, or other unit (see example below) but should be designed by Development Communications. Requests can be made by contacting Jason Peevy, executive director of Development Communications, at 404.727.7181 or jpeevy@emory.edu.

Michael C. Carlos Museum

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Incorrect Usage of the Logo
The logo should not be altered in any way, such as stretching, altering size relationships, editing the marble, changing the colors, or attaching other words or graphics. The graphics on this page are examples of incorrect usage and alterations of the Campaign Emory logo. Do not stretch or compress the logo.

Do not place the logo inside a box.

Do not alter the shapes in the logo.

Do not change the colors.

Do not alter or remove the marble image on the inside of the mark.

Do not attach other text or graphics.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Color and Space Requirements
The logo should be reproduced in 4-color process whenever possible. When not printing in 4-color process, the logo may be reproduced in grayscale. The grayscale version is should only be used for materials printed in one or two colors or for internal documents (forms, memos, etc). One of the colors must always be black. Note that the Campaign Emory text is white in the grayscale version. Do not create your own grayscale version of the campaign logo. All logo files can be downloaded from the campaign website www.campaign.emory.edu. All materials using the campaign logo must be shown in draft form early in the design process to Development Communications for approval of logo usage. Please send a pdf of the design to Jason Peevy, jpeevy@emory.edu. CLEAR SPACE REQUIREMENTS In order for the logo to have its desired impact and strength, a minimum of clear space should surround it. Other graphic elements should not invade this space. The minimum space is a set measurement determined in each signature and is defined as X. The X will change proportionally as the mark increases and decreases in size.

X

X*

X
*
this height is the measurement of minimum clear space that should always surround the campaign logo.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Using the Logo on Photography
It is not recommended to use the campaign logo on top of photography. If use with a photograph is absolutely necessary, the logo must be placed on a lightcolored homogenous area of sufficient contrast. The examples shown to the right illustrate correct and incorrect usage of the logo on photography.

Legible

Insufficient contrast. The black border of the logo must be distinct.

Insufficient contrast. The image behind the logo must provide sufficient contrast

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Colors
A consistent color scheme helps make Campaign Emory’s communications instantly recognizable. The colors at right are the primary colors of the campaign. Please use them on any materials related to the campaign. These colors have been chosen to complement the Campaign Emory logo and marble graphic theme. Emory blue should also be used on campaign printed materials and websites to visually reinforce the connection to the university. CAMPAIGN COLORS AND EQUIVALENTS

Color

PMS

Process C/M/Y/K 0/0/0/100

Web

BLACK

000000

LIGHT GOLD

0/4/44/0

F1DE9B

DARK RED

173

0/80/94/1

964A1D

WARM GRAY

40/20/37/7

757368

TAN

5/4/15/0

EBE8D7

DARK BLUE

294

100/72/0/40

00295E

EMORY BLUE

280

100/67/0/23

000066

EMORY GOLD

131

3/36/100/6

CC9900

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Graphics
Campaign Emory uses the marble (top right) seen across campus as a unifying motif throughout all campaign materials. A screened version of the marble image (middle right) is also used as a subtle way to further brand the campaign. In conjunction with the image of the marble, Development Communications has created a graphic interpretation of the marble using a light tan background with rules outlining the graphic pattern of the marble (bottom right). Examples of usage of these motifs can be seen on the following pages. These images are available for download on ACE. Please contact Jason Peevy, executive director for Development Communications, at 404.727.7181 or jpeevy@emory.edu with questions regarding downloading.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Case Statements
Each school and unit at Emory has its own case statement. Below are a few pages from a case statement showing how all branding elements of the campaign come together in one piece.

EMORY COLLEGE
OF ARTS AND SCIENCES

CONNECT
diversity is a hallmark of emory college of arts and sciences, a
community that begins in Atlanta and extends as far as New Zealand, Romania, and Ghana, just three of the 40 countries Emory College students call home. More than half of incoming freshmen are minority or international students, and the college’s Institute for Comparative and International Studies works to promote understanding of cultural and social diversity.

COURAGE TO

■ Creating Community and Engaging Society
In her work to increase understanding among diverse cultures in southern Florida, Renelda Mack holds fast to the revolutionary idea that people can change. As chief of the civil rights unit in Florida’s state attorney’s office, she devises creative, life-changing sentences for young people convicted of hate-motivated crimes: They might visit a U.S. Holocaust Museum exhibit on Nazi persecution of homosexuals, hear a talk by Mexico’s director of cultural affairs, or meet a famous photographer who documented the U.S. civil rights movement. Her first goal is to prevent crime, but ultimately she hopes to change hearts and minds, bring people together, and create strong communities. The founder of Emory’s first Alumni Community Service Day, which has grown into an international volunteer program called Emory Cares, Mack credits Emory College with enhancing her sensitivity to the lives of others. Through Emory Cares, Mack and other alumni from Savannah to Seoul have created community gardens, built homes for hurricane victims, and provided food to families in need.
Tibetan Monks are studying science through the Emory-Tibet Science Initiative.

Your support will strengthen the community and advance the college’s leadership in diversity.

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Renelda Mack 83C

>

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Invitation Template
Development Communications has designed an invitation template to be used for events associated with the campaign. Please contact Jason Peevy, executive director for Development Communications, at 404.727.7181 or jpeevy@emory.edu if you need to use the template for an event you are planning.

C A M P A I G N

Name of Host Here Cordially Invites You to the

Event Title Will Be On These Two Lines
Month 00, 0000, at 7pm Location Title Address of Location Reception Immediately Following

REPLY CARD ENCLOSED

C A M P A I G N

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Stationery
Each school and unit will have its own campaign stationery, which includes the logo and marble and is immediately recognizable as part of Campaign Emory.

C A M P A I G N

NELL HODGSON WOODRUFF SCHOOL OF NURSING

envelope: No. 10

C A M P A I G N

Emory University Nell Hodgson Woodruff School of Nursing 1520 Clifton Road, NE Atlanta, Georgia 30322-4207
AMY DORRILL
Chief Development Officer
C A M P A I G N

Emory University School of Nursing Development 1520 Clifton Road, NE Atlanta, Georgia 30322-4207
P 404.727.1234 E adorrill@emory.edu

business card: 3.5in. x 2in. (standard size)

Emory University . 1520 Clifton Road, NE . Atlanta, Georgia 30322-4207 . 000.000.0000

letterhead: 8.5in. x 11in.

C A M P A I G N

notecard: 7in. x 5in.

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Typography
Consistent typography is an important component of an organization’s brand image and graphic identity program. The typeface Sabon was chosen for its aesthetically pleasing design and legibility. This font also offers flexibility in creating materials to be reproduced on everything from small laser- or inkjet-printed pieces to larger, professionally printed materials. All professionally printed jobs should use Sabon. Sabon should be used as the body copy in campaign and university publications. Script fonts may be used sparingly as a graphic element in a publication. Use of script fonts should be limited and is not recommended for text. Sabon can be purchased from adobe.com. Sans serif typefaces may be used as companion faces to Sabon. These companion faces may be used for headlines, callouts, captions, etc. Faces that pair nicely with Sabon are listed on the right. The Goudy typeface, in its many configurations, was a hallmark of Emory publications for many years. Goudy is reserved for the wordmark to keep intact the University’s distinctive affiliation with this elegant typeface. Goudy should not be used on campaign or other university materials. SERIF TYPEFACES

Sabon Roman Sabon Bold Sabon Italic Sabon Bold Italic

SANS SERIF TYPEFACES News Gothic Avenir Univers MyriadPro

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Web Branding
Any graphics used online promoting and/or linking to the campaign website should be branded using the logo, colors, typefaces, and marble imagery of Campaign Emory. Please contact Jason Peevy, executive director for Development Communications, at 404.727.7181 or jpeevy@emory.edu if you need a Campaign Emory graphic for your website. IMPORTANT RULES Do not distort or stretch any of the Campaign Emory identity graphics (logo, marble image, marble graphic pattern, etc). Use them in their original, intended proportion. Do not use Campaign Emory identity graphics over complicated or multicolored backgrounds. In general, a solid, contrasting color should be used from the palette of suggested Campaign Emory colors. Do not display Campaign Emory identity graphics in poor quality, low resolution, or illegible sizes. Edges should be crisp, colors should be smooth, and the smallest letters should be easy for most people to read on a high-resolution monitor. Work with your web designer to ensure the graphics are of the highest quality. A PDF or hard copy of every website design that includes the campaign logo MUST be submitted to Jason Peevy at Development Communications during the draft phase at the start of the design process. The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website: www.campaign.emory.edu

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CAMPAIGN EMORY BRAND GUIDELINES www.campaign.emory.edu

Contact Information
JASON PEEVY Executive Director Development Communications 404.727.7181 jpeevy@emory.edu RICK FIALA Senior Designer Development Communications 706.552.3314 rfiala@emory.edu HEATHER PUTNAM Senior Designer Development Communications 404.727.5369 hdputna@emory.edu

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