Design Manual

Introduction

Complete identity comes from the total Image created by all the parts of the University. These two concepts will become increasingly important as the competitive challenges of education continue to grow. We have recognized the benefits of an integrated visual identification system and are intent on making our image consistent with the goals and objectives of our University. We cannot ignore the potential of a well thought-out and executed identification program. Institutions are recognized because they are successful and they are truly successful because they are recognized.

This manual will be a guide for development of the primary elements in the identity program and provide specifications for typical applications.

The success of the University's program to broaden our image requires the consistent application of this system. Your cooperation is a critical ingredient in achieving this goal. Strict adherence to the guides and policies specified here will be an integral part of the success of this program.

Questions on interpretation of the guides and policies reviewed in this manual should be directed to the Office of Communications. Any deviations from the basic guide should be approved by the Vice President of University Relations.

Special Marks

The identification program was conceived to call formal attention to the University as a whole and to place its recognition above the many vital special interest groups working within. This clear and concise communication system will be projected to our broad base of audiences (students, parents, alumni, faculty, business and educational associates, and our community) when used in its purest form.

However, we recognize the needs of specific groups and have included guidelines for their use of the letterhead. If marks of long standing good will are required for special purposes, they may be included as a secondary signature.

The design and use of other special marks should be limited and discouraged, as they tend to be trendy and often confuse the thrust of the identification program.

Design Mark

As principal design element, the university flame of knowledge circular has been the official seal and focal point of our identification system since 1927.

From time to time as the university has grown with a changing society, it too has been changed yet has never lost its original concept.

The mark or traditional circular has been modernized to reflect the more contemporary and recognized elements of university purpose and environment. The new mark incorporates the flame of knowledge, with the tree of life and its outreach toward more diverse fulfillment of purpose; with the stimulating environment of campus experience; and with the soundness of traditional standards and regional character.

The new mark combines well with other elements of our comprehensive design system. Because identification often relies heavily on the simple statement, and graphic language, the new mark may commonly identify the many parts of the system yet stand alone with complete recognition. Further, the new mark favorably compares in recognition with the more traditional symbols of other major colleges and universities thereby achieving a cherished degree of distinctiveness which we believe will increasingly earmark this university.

Name Mark

The Name Mark is another expression of our university's distinctiveness and tradition. It is designed to compliment the mark and present our name in a clear, direct fashion. Because the logotype is a modified "goudy oldstyle" type face, and is letter spaced for maximum balance, it should always be reproduced, enlarged or reduced, from the proof sheets provided. The signature should never be altered or changed in any way. Strict conformity to size relationships and spacing guidelines outlined in the following sections must be maintained.

When the university's name is used in advertising headlines or body copy, the Name Mark should not be used. Rather, maintain the common typeface of the piece.

Signature

The signature is the combination of our mark and logotype in a specifically spaced arrangement. It should be considered as one design element in all layouts and publications. The signature should be used in its complete form whenever official identification is required. Each signature arrangement is based on a specific relationship between the mark and logotype; these controls should never be altered.

Note: When using a signature arrangement in preparation for reproduction, the mark and logotype should be reproduced in their entirety from the proof sheets provided. The signature arrangement should not be pieced together or altered.

Color

Possibly the most important companion to our identification system is our color. Use of our color, whenever possible, further reinforces our identity. Its effective use requires care and consistency in color matching, insuring quality control from printing to printing. Standards from the PANTONE MATCHING SYSTEM are available from University Relations.

UB Purple should be used for the design mark whenever possible to call proper attention to its importance as the focal point of our identity. The name mark and any surrounding type should appear in black. However, one color printing requirements and budgets may dictate other approved variations.

Type Style

A supportive aspect of our identification system is the consistent and coordinated use of a uniform typeface. The distinct style of this typeface used with other elements of the system will clearly communicate our image.

The goudy oldstyle family of typefaces is to be used throughout the identification system. This font was selected because of its ready availability and its selection of compatible faces. The simple serif design is traditional, distinctly conservative, and recognizable. The relative simplicity of its design provides a certain permanence that is important, since it is to be used for a broad variety of applications.

For most applications, the weights shown below should be acceptable. However, for design flexibility in promotional or other media, typefaces other than goudy oldstyle may be used. Avoid use of decorative or conflicting type styles.