A Visual Identity for CUNY, its Colleges, Campaign and Communications

A Visual Identity for CUNY, its Colleges, Campaign and Communications 08.04.05

CONTENTS CUNY TYPE AND COLOR UNIVERSITY IDENTITY 3 CAMPAIGN IDENTITY 4 CAMPAIGN BRANDING 5 CAMPAIGN LOOK AND FEEL 6 COLLEGE IDENTITY 7 COLLEGE COLLATERAL 8 PROMOTIONAL LOGOTYPES 9 STATIONERY SYSTEM 0 FREQUENTLY ASKED QUESTIONS

TYPE AND COLOR. APPROVED TYPEFACES Shown here are the principle typefaces approved for use as part of the CUNY graphic identity. Other weights of Trade Gothic acceptable for use include Trade Gothic Light Oblique, Roman, Roman Oblique, Bold Oblique and Trade Gothic Bold Condensed 0 Oblique.. APPROVED COLORS CUNY s principal colors are blue and orange. Additionally, a light blue and green have been included for limited use as accents and for highlights. These specific formulas should be used exclusively to ensure consistency in color reproduction. TRADE GOTHIC BOLD CONDENSED 0 (CAPS ONLY) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 3 4 5 6 7 8 9 0 Trade Gothic Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 3 4 5 6 7 8 9 0 Trade Gothic Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 3 4 5 6 7 8 9 0 PMS 9 C49 M Y0 K0 R3 G86 B6 PMS 86 C00 M66 Y0 K R3 G54 B46 PMS 76 C0 M45 Y9 K0 R55 G40 B9 PMS 390 C M0 Y00 K8 R83 G B The easiest and most effective way to maintain a consistent visual identity is through type and color. These are the basic building blocks of CUNY s identity. When used appropriately, type and color provide a solid backdrop for logos and other branding tools to be effectively deployed. Ensure that all of the fonts and color formulas you are using comply with the standards listed here.

UNIVERSITY IDENTITY Digital files for this artwork has been specifically set and spaced and is available for use from CUNY. Do not redraw, respace, or modify artwork in any way.. LIGHT BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as the CUNY name printing in the same, solid color.. BLUE BACKDROP This is a typical two color application. When placed on a blue backdrop, the solid portion of the CUNY Square is orange and all type appears as white. 3 4 3. ORANGE BACKDROP This is a typical two color application. When placed on an orange backdrop, the solid portion of the CUNY Square is blue and all type appears as white. 4. DARK BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as the CUNY name reversed out of a dark background. 5 6 5. LOGO VARIATIONS Departmental names may be added to the logotype using a formatted template as illustrated here. The column width of the name is limited, as are the number of lines. Additionally, the CUNY Square may be used by itself under certain circumstances. Anew logotype for CUNY has been established. The CUNY Square, with its familiar, stacked letterforms, replaces the former pentagon logo with a stronger, more solid presence. Designed as a module for both the University identity as well as that of the campaign and constituent college identities, the CUNY Square is the centerpiece of our graphic personality.

CAMPAIGN IDENTITY 3 Digital files for this artwork has been specifically set and spaced and is available for use from CUNY. Do not redraw, respace, or modify artwork in any way.. ORANGE BACKDROP This is a typical two color application. When placed on an orange backdrop, the solid portion of the CUNY Square is blue and all type appears as white.. BLUE BACKDROP This is a typical two color application. When placed on a blue backdrop, the solid portion of the CUNY Square is orange and all type appears as white. 3. DARK BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as all type, reversed out of a dark background. 3 4 4. WHITE BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as the CUNY name printing in the same, solid color. The campaign themeline, which reads as Invest in CUNY as well as Invest in NY, brings the CUNY Square to life by providing the perfect rallying cry for our constituent colleges, alumni, students, and supporters. The implication that CUNY is synonymous with New York, and vice versa, conveys a sense of pride and belonging for our colleges and recognizes the great city to which we belong.

CAMPAIGN BRANDING 4 Digital files for this artwork has been specifically set and spaced and is available for use from CUNY. Except for the overall length of the branding band, which may grow or be shortened depending on the applications, do not redraw, respace, or modify artwork in any way.. BRANDING BAND These are typical two color applications for the branding band. Depending on the background onto which the band is placed, choose the band color that provides the most contrast. Orange is preferable over blue. Not shown here are black and white versions of the branding band, which are available, but not preferred. x x x x. HORIZ. PLACEMENT The section of the band immediately following (to the right of) the CUNY Square should be equal to one or more logo widths as shown here. 3 3. VERTICAL PLACEMENT The suggested vertical placement of the branding band is half the thickness of the band from the bottom edge of the application. If possible, any group of similar materials should use the band at the same thickness. The band is meant to bleed off both sides of any given piece. x /x The campaign for the CUNY colleges, as well as its identity, belongs to all. It is meant to complement development efforts already underway at our colleges. As such, a campaign identifier, in the form of a band applied to all campaign collateral material, endorses the overall initiative as CUNY while still allowing the individual school identities to be represented.

CAMPAIGN LOOK AND FEEL. COLLEGE VOICE As explained previously, the majority of materials which will display campaign branding will do so from the point of view of the individual collleges. The branding band is shown here in its correct position across a variety of campaign communications. 5 The Annual Fund: To be the best Brooklyn College Foundation Contribution form. CUNY VOICE When communications are created in CUNY s voice or that of the CUNY campaign, the look and feel is expanded by using CUNY s approved colors, typefaces, and logotypes in more dominant and expressive ways. Thank You Case Statement

COLLEGE IDENTITY 6 Digital files for this artwork has been specifically set and spaced and is available for use from CUNY. Do not redraw, respace, or modify artwork in any way.. LIGHT BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as the college name printing in the same, solid color.. BLUE BACKDROP This is a typical two color application. When placed on a blue backdrop, the solid portion of the CUNY Square is orange and all type appears as white. 3 4 3. ORANGE BACKDROP This is a typical two color application. When placed on an orange backdrop, the solid portion of the CUNY Square is blue and all type appears as white. 4. DARK BACKGROUND This is a typical one color application with the solid portion of the CUNY Square, as well as the college name reversed out of a dark background. 5. ALL ACCOUNTED FOR Including examples -4 above, the logotypes for all nineteen colleges are represented on this page. Our constituent colleges are the backbone of CUNY. Each college offers a unique contribution to the University as a whole. While most of them have developed and maintained their own distinct graphic identity, a secondary college identity has been established to allow them more access to the CUNY brand. Although encouraged, the extent to which the colleges utilize this identity is up to them.

COLLEGE COLLATERAL. BRANDING BAND These are typical two color applications for the college branding band. Depending on the background onto which the band is placed, choose the band color that provides the most contrast. Orange is preferable over blue. Not shown here are black and white versions of the branding band, which are available, but not preferred.. CUNY VOICE When communications are created in CUNY s voice or that of the CUNY campaign, the look and feel is expanded by using CUNY s approved colors, typefaces, and logotypes in more dominant and expressive ways. 7

PROMOTIONAL LOGOTYPES 8 When creating promotional logotype artwork, use only approved templates and formats. Do not redraw, respace, or modify the logo in any way, and be mindful of kerning (letterspacing) and line length.. GOOD EXAMPLES There are a few simple rules to follow for proper execution of a promotional logotype: ) Line length should be limited to 7-0 characters. ) The logotype must read as a phrase, relating to both CUNY and NY. 3) If you are unsure about a specific idea for a promotional application, it s probably best NOT to do it.. BAD EXAMPLES The use of the promotional template for personal inscriptions, regulatory signage, or non-authorized applications is prohibited, 3. SAMPLE APPLICATIONS Shown here is a selection of promotional logotypes in use on various materials. GOOD EXAMPLES ILOVE WE ARE THINK I CHOOSE A SALUTE TO BAD EXAMPLES JOHN DOE IS AWESOME SECURITY NO PARKING NEW YORK IS 3 So versatile is CUNY s new visual personality that it can be easily adapted promotional campaigns, merchandising programs, and other applications. However, just because something is possible, doesn t make it right. Care must be taken as to exactly how, and how often we allow our identity to be co-opted, and by whom. If done with discipline and purpose it is a powerful extension of the brand.

CUNY STATIONERY 9 CUNY stationery includes artwork templates for letterhead, business card, #0 envelope, mailing label, facsimile and news release. Do not alter stationery artwork outside of what the template allows.. CUSTOM LETTERHEAD Stationery may be customized with department, office, address, phone, fax, and in certain cases name and title of the individual. 7 July 00 William Jones 34 W. 4 St. Chicago, IL. 66066 Mr. Jones: BASELINE OF DATE SITS DOWN FROM TOP EDGE Francisco Mora Gutierrez Senior Fellow and Director of Academic Initiatives The City University of New York Office of Academic Affairs 535 East 80th Street New York, NY 00 tel.555.53 fax.555.567. TYPING GUIDE The date should begin " down from the top edge of the page. A margin of " should be maintained around the body of the letter along the sides. 3. CAMPAIGN BRANDING Letterhead may feature the campaign branding bar. When used, a space between it and the body copy is maintained. When not in use, the is measured from the bottom edge of the page. 4. BUSINESS CARD The maximum number of lines on the business card are shown here. Copy blocks (name/title and contact info) are fixed in position. If fewer lines than the maximum are utilized, the bottom-most line of the copy block is left blank. This is true except in the case when no title is used, then the individual s name should appear on the second line of the name/title copy block. 3 Attached you will find the samples that we spoke about earlier this afternoon. Please give me a call with your approval or revisions as soon as you have a chance to review them. The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and ensure that it is not a problem. With the initial stages of design, one can concentrate on the important elements of design rather than the content of the copy leading, the line length, the depth of the copy and even the running actually is. By producing the physical aspects of the gn, one can concentrate on the important elements of the copy: the leading, the line length, the depth of the copy and even the running around. By producing the physical aspects of the gn, one can concentrate on the important elements of the copy: the leading, the line length, the depth of the copy and even the running around of graphics is done with this dummy copy. By producing the physical aspects of the gn, one can concentrate on the important elements of the copy: the leading, the line length, the depth of the copy and even the running around of graphics is done with this dummy copy. By producing the physical aspects of the gn, one can concentrate on the important elements of the copy: the leading, the line length, the depth of the copy and even the running around of graphics is done with this dummy copy. By producing the physical aspects of the gn, one can concentrate on the important elements of the copy: the leading, the line length, the depth of the 4 Sincerely, John Smith Francisco Mora Gutierrez Senior Fellow and Director of Academic Initiatives The City University of New York Office of Academic Affairs 535 East 80th Street New York, NY 00 tel.555.53 fax.555.567 francisco_gutierrez@mail.cuny.edu Asimple and consistent stationery system has been designed to ensure uniformity accross all CUNY correspondence. Considerations have been made for personalized letterhead, inclusion of the campaign branding bar, as well as extended titles and contact information on business cards. Stationery templates should not be altered or recreated to reflect individual taste or preferences.

FREQUENTLY ASKED QUESTIONS 0 In order to provide a consistently branded experience throughout the CUNY network, it is important to be diligent in adhering to the rules and guidelines that govern our identity. Q: Can I continue to use the CUNY Pentagon mark? A: No, the CUNY Square replaces the Pentagon as well as any other symbol or logotype formerly used to represent CUNY. Q: If I need to order stationery, acquire fonts, or have other questions about using the CUNY identity, who do I speak to? A: You may contact identity@cuny.edu via email with questions. Q: If a logo or other artwork does not fit in the space I have for it, may I redraw, stretch or crop it? A: No. Only approved artwork should be used. Artwork may be scaled up or down proportionately, but not otherwise altered or manipulated in any way. Q: Must everything I create use a branding band of some sort? A: If producing campaign materials, each item must feature the campaign branding band. If producing college collateral material, the college branding band is encouraged although not required. Q: With the adoption of a new logo, the sign on our building and our recently printed collateral is now out of date. Should we begin dismantling and discarding everything with the old logo? A: No. Until budgets and inventories allow for the full change over, there is bound to be a period of transition. Do as much as you can, starting with new applications and items that are cheap and easy to change. To assist in implementing CUNY s idenity, a selection of frequently asked questions has been compiled. In combination with the rules and guidelines contained within this document, there should be sufficient information to apply it consistently, college to college, application to application. If you have other questions, you may also email your queries to mediarelations@mail.cuny.edu