15.0+ +Eyes+High+Campaign+Jan+2014

8/12/2019 15.0+ +Eyes+High+Campaign+Jan+2014

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Visual Identity Standards

Information and inquiries:

University Relations

[email protected]
mailto:[email protected]:[email protected]:[email protected]


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Last updated January 6, 2014

Visual Identity Standards

15.0 Eyes High15.01 Introduction

15.02 What is Eyes High?

15.03 Visual elements

15.04 Colour palette

15.05 Typography

15.06 Supergraphic

15.07 Relationship to theuniversity brand

15.08 Examples of Eyes Highcampaign materials

15.01 Introduction

These standards explain and illustrate the appropriate usage of the Eyes Highcampaign graphics. They are offered to

encourage consistent, effective use of the graphics across various media and applications. It is critical that these standards

be respected in order to protect the positioning of the university brand while presenting a logical hierarchy and visual

relationship between the long-term university identity and the comparatively short-term Eyes Highcampaign identity.

15.02 What is Eyes High?

In September 2011, the University of Calgary introduced its ambitious Eyes Highstrategic direction, following the largest

consultative process in the history of the institution.

The University of Calgary is a leading Canadian university located in the nation's most enterprising city. The university has

a clear strategic direction to become one of Canada's top five research universities by 2016, where innovative teaching

and ground-breaking research go hand in hand, and where we fully engage the communities we both serve and lead.

The strategy is called Eyes High, inspired by the university's Gaelic motto, which translates as I will lift up my eyes.

Eyes Highchallenges us to settle for nothing less than greatness, and is supported by three foundational commitments:

to sharpen our focus on research and scholarship, to enrich the quality and breadth of learning, and to fully integrate the

university with the community.

Important

The Eyes Highgraphics presented within

this section cannot be redesigned, redrawn,

reconfigured or altered. These graphics

must always adhere to the colour usage

standards in all instances. Any questions

should be directed to University Relations

at [email protected].
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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15.03 Visual elements

The graphic elements associated with the Eyes Highcampaign are the full graphic and the stars motif supergraphic. These elements have been drawn and

arranged in a specific, proprietary way. Redrawing or misusing them will result in diluting and weakening the impression of the Eyes Highcampaign. Following

these guidelines will ensure consistent representation. In August 2012, the Eyes Highgraphic was filed for trademark protection. Details on appropriate use of the

trademark are available in the University of Calgary writing style guide.

1. The preferred version is stacked vertically.

2. The one-line horizontal version may be used where space constraints dictate.

3. The minimum size for general application of the stacked version of the graphic is 1.25 cm (0.5") wide.

The minimum size for the horizontal stacked and single line version is 1 cm (3/8") in height.


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Protected area

The Eyes Highgraphic should be protected on all sides by a clear area. This clear area ensures that no other text or graphics encroach on the graphic to decrease

its legibility and impact. This area is based proportionately on the size of the graphic being used. The clear area is determined by using the height of the "H" in the

Eyes Highgraphic. The clear area is two times the height of the "H". The clear space is determined the same way for both the vertical and horizontal lockup.


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Proper use

The Eyes Highgraphic must be used properly in all situations including placement over PMS485 (red), PMS116 (gold), black and white backgrounds. Following are

the prescribed colourations of the Eyes Highgraphic over approved backgrounds. The graphic must not be placed over any other colour background.

Positive and reverse versions of the Eyes Highgraphic are available.

These are reserved for single-colour applications such as newspapers.

The single-colour positive graphic may appear in black only.

It may be used on white or light backgrounds up to the

equivalent of a 15% tint of black.

The positive full-colour graphic may beused only on white backgrounds.

On any other solid-colour background,

use the all-white version.

When placing theEyes High graphic over approved colour backgrounds,knock out in white the stars with the same value as the background (as above).


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Incorrect reproduction

When reproducing the Eyes High graphics, knowing what not to do is as important as knowing what to do. These pages illustrate incorrect usage of the graphics.

To avoid these incorrect uses, always reproduce the graphics from official electronic artwork. Once you're sure the artwork is correct, make sure it is also being

applied correctly. This page illustrates incorrect applications of the graphics.

Do not change the

colours of the

graphics.

Do not use drop

shadows, 3D andother effects.

Do not redraw any partof the graphic.

Do not pull the graphicapart to make

animated graphics.

Do not use tints

of the colours.

Do not place over

coloured backgrounds

other than PMS 485,PMS 116, black or white.

Do not separatethe type from the rest

of the graphic.

To not add textelements to the graphic.

Do not recolour as a

single colour graphic

except black or white.

Do not place the

logo inside another

graphic shape.

Do not use thestars alone.

Do not place over atextured or graphic

background.

Do not skew or

distort the graphic.

Do not place over

a photograph.

Do not use thewordmark without

the graphic.

Do not rotatethe graphic.

Universityof Calgary


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15.04 Colour palette

The primary colour palette for the Eyes Highgraphics is the same colour palette

used by the university for all institutional branding. This is intentional as a

method of reinforcing the universitys identity with our multiple target audiences.

These colours are red, gold, black and white, defined very specifically as follows:

PANTONE CMYK RGB Hexadecimal

Red PMS 485 C5/M98/Y100/K0 227/39/38 #cc0000

Gold PMS 116 C0/M18/Y100/K0 255/210/0 #ffcc00

Black Black K100 0/0/0 #000000

White 255/255/255 #ffffff


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15.05 Typography

The Eyes Highgraphic uses specific fonts that make up the wordmark and

supporting text content. Following are the typographic specifications for

proper use and context in promotional materials.

Neutraface Display Titling

Neutraface Display titling makes up the wordmark portion of the Eyes High

graphic. It is used as the headline font for advertising and promotion of

the Eyes High campaign and call-outs including web addresses. This font is

available only in upper case.

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Gotham Book

Gotham Book should be used for all body content within advertising, posters,

brochures and other promotions. With its high x-height, it is a legible font that

is easy to read in paragraph form.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

Gotham Book Italic

Gotham Book Italic should be used for all italics within body content of

promotional materials. When the words Eyes Highare used within body text

they must be set in this font. If Eyes Highoccurs in a sub-head or call-out it

should be set in Gotham Bold Italic.



Gotham Bold

Gotham Bold should be used for sub-heads and call-outs. As a sub-head font

it should always be at least 40 per cent smaller than headlines in Neutraface

Display Titling. This font can be use to bold words or phrases within paragraph

content that is set in Gotham Book.



Gotham Bold Italic

Gotham Bold Italic should be used for all italics within sub-heads and call-outs

that use Gotham Book Italic.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789


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The Eyes Highstars are an evocative visual statement of how we strive for

greatness at the University of Calgary. In controlled applications, they can

be used as a supergraphic for added emphasis and design flexibility. If the

symbol is used as a supergraphic, however, it must always appear as a subtle

background device in an 85% tint of the background colour or as a 6% tint of

black or silver on a white background. It must also always be accompanied bythe full Eyes Highgraphic. There are two styles of the supergraphic:

Enlarged stars in standard configuration. Stars in enlarging upward configuration.

1. In the maximum crop of the supergraphic, at least three stars must be

visible in whole or in part.

2. In the minimum crop of the supergraphic, the stars must bleed off at least

two edges, and must take up at least 60% of the width of the piece.

3. The supergraphic may be also be used on black, yellow or red

backgrounds, but always at an 85% screen of the background colour.

4. Other elements such as type may appear on top of the supergraphic.

Acceptable supergraphic uses

15.06 Supergraphic

Stars must bleed off two adjacent

sides, preferably right side.

Star trail must bleed offtwo adjacent sides,

preferably right side.

Stars must be a 85% screen

of the background.

Stars must be a 85% screenof the background.

Stars must always be on an

angle to depict movement.

Star trail must start fromsmall stars at bottom to

larger stars at top.

CommunityReport

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CommunityReport


CommunityReport


CommunityReport


CommunityReport


CommunityReport


Standard

Star trail


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Do not use the supergraphicin full colour.

Do not use the supergraphicdarker than the background.

Do not use the supergraphicwithout theEyes High graphic and

the University of Calgary logo.

Do not knock the supergraphicout to white.

The background colour for the supergraphicmust always be PMS485, PMS116, black or

white only.

Do not use the supergraphicin black.

Do not outline the supergraphic.

Do not use the supergraphic on a whitebackground except for a maximum screen of

6% black or metallic silver.

Incorrect uses of the supergraphic


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The Eyes Highstrategic direction is a time-limited campaign currently being implemented by the University of Calgaryan institution that has been around for

nearly 50 years and will be around for decades more to come. It is this logic that defines the relationship between the Eyes Highgraphics and the University of

Calgary master identity. The University of Calgary brand is always at the top level visually, and serves as the umbrella for all university-related initiatives.

1. The Eyes Highgraphics are always used

in tandem with the University of Calgary

identity.

2. The Eyes Highgraphics are virtually

always set in a subordinate manner to the

University of Calgary identityat 60%

of its size or less. The exception to this

is when the document or ad is explicitly

promoting the Eyes Highinitiative (e.g.

Community Report invitation, etc.). In

these cases, the Eyes Highgraphics

may sit in a prominent position on thepage and be sized much larger than the

university identity elements.

3. In advertising and other publications, the

Eyes Highgraphics always sit diagonally

from the University of Calgary identity,

which typically sits in the upper-right

corner of the cover or first page.

Eyes Highdescription

When the Eyes Highgraphics are used

externally, please include the desciptor about

Eyes Highto provide clarity to its meaning. It

is important to properly position the Eyes High

campaign with audiences who are less familiar

with the direction the univerisity is heading.

Learn more:

ucalgary.ca/risi ngstarsEyes Highgraphic must always be diagonal and nomore than 60% of the size of the university logo.

The Eyes High graphic can only be used at alarge size if it is the focus of the piece.

When externally facing, the Eyes Highgraphicmust be accompanied by a description.

Standard advertising footer for all external advertising

TM

Top 40 under 40.

Top 5 by 50.

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The University of Calgary is a leading Canadian university located in the nation's most enterprising city.

The university has a clear strategic direction to become one of Canada's top five research universities by

2016, where research and innovative teaching hand in hand, and where we fully engage the communities

we both serve and lead. This strategy is called Eyes High, inspired by the university's Gaelic motto, which

translates as 'I will lift up my eyes.'

15.07 Relationship to the university brand


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Incorrect application

Institute Name Here

Address Line One

Address Line Two

Calgary, AB Postal Code

institute.ucalgary.ca

Do not set the Eyes High graphics inequal size and similar position to the

University of Calgary identity so as toinfer a partnership or joint initiative.

Do not use the Eyes Highgraphicswithout the presence of the University

of Calgary identity.

Do not switch positions of theEyes Highgraphics with the

University of Calgary identity.

Do not use the Eyes High wordingas a tag line.

Do not use the Eyes Highgraphicswith any brand other than the

University of Calgary brand, includingfaculty or departmental sub-brands.This is an institution-wide initiative.

The Eyes Highgraphics are notintended to replace the university

identity and should not be used onstationery tools or merchandise.Exceptions may be made for

merchandise created explicitly forevents and initiatives directly related

to the Eyes Highstrategic direction.

Note

The Eyes Highgraphic elements and messaging are intended to be aspirational and

inspire creative thinking. They are not intended to be interpreted literally through

photographic treatment of people looking at stars or at the sky, of stars in the sky

itself, or in different visual plays on human eyes.

The University Relations Marketing division is responsible for stewarding the

Eyes Highgraphic elements. Please [email protected] should you have

questions or require guidance.

Standards such as these are intended to provide structure and logic for large

groups that use the graphic elements. They are living documents and may be

revised or re-interpreted should a particular situation warrant it. University Relations

reserves the right to adjust these standards over time, as common sense and need

dictate. If you feel that a particular application requires adjustment or discussion,

please contact University Relations, as noted above.
mailto:[email protected]:[email protected]:[email protected]


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ucalgary.ca

Top 40 under 40.

Top 5 by 50.Congratulations to this year's Top 40 under 40nearly half of whom are part of the University of Calgary alumni,

faculty and student family. They're the explorers and innovators who are propelling the university to our goal of

becoming one of Canada's top five research universities by our 50th anniversary in 2016, grounded in innovativelearning and teaching, and fully integrated with the community of Calgary.

15.08 Examples of Eyes Highcampaign materials


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President Elizabeth Cannon will be joined by Hardave Birk, President of the

Students Union, and Franco Rizzuti, President of the Graduate Students

Association. They will share inspirational stories from last year and make

some new announcements that will knock your socks off.

Everyone is invited. Come for a snack and follow the event with lunch and

a celebration kicking off this years United Way campaign on campus.

Last year, we introduced a bold new strategy for our university called

Eyes High. This year, we delivered the Academic and Research Plans:

the roadmap to get us there. So whats next as we head towards

our 50th anniversary in 2016?

Big, bold, transformative things. But if we told you now, that would

take the fun out of it. Come hear the news for yourself.

YOU COMING? GET DETAILS AND LET US KNOW AT UCALGARY.CA/REPORT

Eyes High: Whats Next?11:45 a.m.

MacEwan Hall AB

first floor

With real-time broadcast presented at Foothills Campus atrium | Downtown Campus event centre | Spy Hill Campus

Tuesday

October 2

Community

Report 2012

Were investing inpeople who wantto change the world, bringing the bestand

brightesttoCanadas mostenterprising city toform a global intellectual huband

achieve advances thatmatterto everyone.

Ourmissionis not only tonurture the leaders of tomorrow, butalsoto discover

new knowledge andtranslate those discoveries intoapplications that benefit

society as awhole.

Were hiring inkey disciplinary areas andacross all faculties inalignment withour

strategic researchthemes, where we have recognizedstrength andleadership:

Energyinnovations fortoday andtomorrow

Brainand mental health

Humandynamics ina changingworld: smartand securecities,societies

andcultures

New earth-spacetechnologies

Engineeringsolutions forhealth: biomedical engineering

Infections,inflammationand chronic diseases inthe changingenvironment

We are hiring to create interdisciplinary groups withinthese themes. By increasing

ourscholarly capacity, we will be betterpositionedtoachieve ourEyesHighgoals

tobecome one of Canadas top five researchuniversities by 2016, where innovative

teaching andgroundbreaking researchgo handin hand, andwhere we fully engage

the communities we bothserve andlead.

Join us.

Learn more:

ucalgary.ca/risingstars

The University of Calgary is aleading Canadianuniversity locatedinthe nation's mostenterprising city.

The university has aclearstrategic directionto become one of Canada's topfive researchuniversities by

2016, where innovative teaching andgroundbreaking researchgohandin hand, andwhere we fully engage

the communities we bothserve andlead. The strategy is called EyesHigh, inspiredby the university's

Gaelic motto, whichtranslates as Iwill liftupmy eyes.

Were recruiting 100+ new scholarsthis year alone.

To succeed as one of Canadas top universities, where important new ideas

are created, tested, and applied through first-class teaching and research,

we need more of the best minds in our classrooms and labs. Thats why

over the next year, were hiring 50 new assistant professors and 60 new

postdoctoral scholars.

Were investing

in a world of

Change.

Learn more:

ucalgary.ca/risingstars

The University of Calgary is aleading Canadianuniversity locatedinthe nation's mostenterprising city.

The university has aclearstrategic directiontobecome one of Canada's topfive researchuniversities by

2016, where innovative teaching andgroundbreaking researchgohandin hand, andwhere we fully engage

the communities we bothserve andlead. The strategy is c alledEyesHigh , inspiredby the university's

Gaelic motto, whichtranslates as Iwill liftupmy eyes.

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15.0+ +Eyes+High+Campaign+Jan+2014