Graphic Identity Guidelines - Lehman College Lehman College Graphic Identity Guidelines How to use this manual This manual has been prepared to ensure the success of our visual identity

Graphic Identity Guidelines

November 2007

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Lehman Co l l ege Graph ic I den t i t y Gu ide l i nes

Table of Contents

Table of Contents

Introduction

How to use this manual

Elements of Identity System

The Logo Mark

The Logo Type

The Signature

Color

Color Reproduction Optio ns

Unacceptable Color Treatments of the Signature

Unacceptable Signature Treatments

The Official Seal

Typography

Primary Typeface

Secondary Typeface

Other Applications

Advertising

Vehicle Decals

Merchandising

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3

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6

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In 2006, Lehman College began an intensive review of its branding and graphic

identity. That review has led to a new visual identity and usage guidelines.

The new identity is derived from the rich historic context evident in the grand,

early 20th-century architecture dominating the Lehman campus. The core of the logo

mark is a dramatically simplified façade of the central and most recognizable building

on campus—the Music Building. The logo mark’s overall shape is a heraldic shield

rendered in modern, “open” style. This particular shield shape is taken from one of

many such shapes found in Lehman’s architecture. The shield’s bottom (the ground)

expresses the stability of the institution, while its top (the arch) symbolizes the value of

an education that reaches out to all people. In its primary, positive form the windows

and doors in the center of the logo mark’s façade are aglow with light. It symbolizes

“inviting” spaces teeming with academic life.

It is the task of the Lehman College staff to bring this new identity system to life and

to maintain its integrity by applying it consistently throughout all communications.

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How to use this manual

This manual has been prepared to ensure the success of our

visual identity through consistency of use. Please use and adhere

to the Graphic Identity Guidelines.

This Graphic Identity Guidelines manual contains approved

standard graphic elements of the Lehman College identity system.

The guidelines presented here are fundamental yet flexible

enough to allow for individual expression. The Lehman College

signature is a registered trademark. This trademark cannot be

used without permission.

This Graphic Identity Guidelines manual takes the form of

an Adobe Acrobat 5.0 PDF file format for viewing on Mac or

Windows PC platforms. In addition, the complete file or its

individual pages can be printed on 8.5” x 11” (vertical) paper,

preferably with a color printer.

The Lehman College signature is provided as line art. All other

components of the graphic identity system require fonts specified

in the “Typography” section of this manual for display and printing.

Typefaces used in the new Graphic applications are ITC Giovanni

and Akzidenz Grotesk. Samples of these typefaces appear on

pages 16 and 17.

Supplemental art and support graphic files are provided to the

Lehman community for downloading on department computers.

Signature and logo mark files are available for download in TIFF

and JPEG formats. Digital images are available from the Office of

Media Relations and Publications.

For questions regarding the Lehman College identity standards or

to receive EPS files of the Lehman signature for specific projects,

publications, or websites, please contact:

Lehman College

Office of Media Relations and Publications

250 Bedford Park Blvd West

Bronx, NY 10488

718-960-8082 (publication use)

718-960-8745 (website use)

The following are available for download in TIFF and JPEG formats:

Left-aligned Signature in 2-Color

Centered Signature in 2-Color

Shield Signature in 2-Color

Left-aligned Signature in Blue

Centered Signature in Blue

Shield Signature in Blue

Left-aligned Signature in Green

Centered Signature in Green

Shield Signature in Green

Left-aligned Signature in Black

Centered Signature in Black

Shield Signature in Black

Signatures in white with a transparent background are also available for download.

Elements of Identity System

The Logo Mark

The Logo Type

The Signature

Color

Color Reproduction Options



The Official Seal

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7

8

9

10

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12

13

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The Logo Mark

The only acceptable logo mark is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files. Refer to page 9 for minimum size requirements. Contact Media Relations for guidelines on the use of the logo mark in special situations.

The Lehman College logo mark has been designed to function as part of a flexible and cohesive visual system. Each complete version of the logo mark (the shield symbol) combined with the logo type (the uniquely typeset college name) will be referred to as a signature. Various signature configurations and color options allow the designer maximum flexibility for optimal communication goals.

When using the logo mark by itself, the Lehman College name must

appear somewhere within the same product or communication piece.

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The Logo Type

The Lehman College logotype is set in the Bailey Sans font, all caps. This

font is not used anywhere else in the Lehman College identity system. This unique aspect of the logo type, together with the logo mark, gives the Lehman signature a distinctive, proprietary character.

The logo type should generally be used with the logo mark as part of the signature. It should be used alone judiciously.

The only acceptable logo type is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.

Never crop any part of the signature. Never re-create, change letter

spacing, word spacing, or leading.

The center-aligned logotype shown here should be used only in cases where there is a strong center alignment of other contextual communication elements.

Left-aligned Logo Type

Centered Logo Type

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The Signature

The two signatures below are for use in College-wide applications. The left-aligned signature should be used for the majority of applications. It is a preferred choice for the asymmetric layouts of communication elements.

The centered signature is useful in tighter and more symmetrical spaces with strong center alignment of contextual elements.

Signatures may never be re-created or re-drawn. Always use the approved electronic art, available through the Office of Media Relations and Publications.

All signature files, for Mac and PC, are available upon request.

These files include JPG, TIFF, and EPS formats when necessary. In addition, PNG files and centered signature files are available upon request.

Left-aligned Signature

(preferred)

Centered Signature

Logo typeLogo mark

Signature

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Color

The primary color palette (PMS 287 and PMS 377) must be followed when using the Lehman College signature in full color.

To ensure versatility and to facilitate creativity, the Suggested Complementary Colors comprise bold, highly color-saturated hues as well as softer, muted hues. Within the muted hues, the entire PMS Warm Gray range is applicable. Additional colors are allowed and their choice should be driven by media, photography and marketing needs. Note that at the time of creation of these Guidelines the CMYK equivalents of

the complementary colors were not tested on press and they may be

subject to adjustment in the future.

Use CUNY identity colors only when necessary. Preferable color

treatment of the “Lehman is CUNY” affiliation logo is Black or White.

Solid Process RGB Hexadecimal Other Comments

BluePMS® 287

C

M

Y

K

10080100

R

G

B

1332126

0d207e Blue is Lehman College’s primary color.

We recommend use of clear varnish or aqueous protective overcoat when printing large areas of solid ink coverage. Color intensity will change slightly with overcoat.

GreenPMS® 377

C

M

Y

K

6211960

R

G

B

10116338

65a326 Green is always treated as a secondary color. It is a strong enough color to print in type only and can be reversed out of or overprinted with black.

Primary Color Palette

Suggested Complementary Colors

Coloration of the Lehman College Signature

Saturated Hues

PMS® 7408

C: 0 M: 25 Y: 95 K: 0

PMS® 144

C: 0 M: 48 Y: 100 K: 0

PMS® 1795

C: 0 M: 48 Y: 100 K: 0

PMS® 683

C: 11 M: 100 Y: 0 K: 43

PMS® 4695

C: 0 M: 81 Y: 100 K: 77

PMS® 569

C: 98 M: 0 Y: 57 K: 17

PMS® 7407

C: 0 M: 22 Y: 85 K: 11

PMS® 7459

C: 57 M: 0 Y: 6 K: 13

PMS® 668

C: 65 M: 64 Y: 0 K: 30

PMS® WG1

C: 0 M: 2 Y: 3 K: 6

PMS® 702

C: 65 M: 64 Y: 0 K: 30

PMS® WG11

C: 0 M: 17 Y: 34 K: 62

Muted Hues

Applicable CUNY Colors

PMS® 390 PMS® 716 PMS® 292

R: 255 G: 194 B: 34

R: 248 G: 152 B: 29

R: 238 G: 52 B: 36

R: 139 G: 0 B: 90

R: 0 G: 146 B: 126

R: 91 G: 20 B: 0

R: 239 G: 233 B: 229

R: 124 G: 106 B: 85

R: 229 G: 181 B: 58

R: 80 G: 179 B: 207

R: 81 G: 78 B: 134

R: 229 G: 109 B: 123

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Color Reproduction Options

The only acceptable coloration options of the identity components are shown here.

The full-color, Lehman Blue, or Black signatures may be placed on a very light color background. Make sure to retain the minimum value contrast as shown here, and make sure the background color harmonizes well with the Lehman Identity colors.

The Lehman Green signature can only be placed on a white or black background with one exception: when printing on coated papers, the Lehman Green signature may also be placed on the Lehman Blue background.

The Black signature may be placed on any color background as long as there is enough contrast maintained for legibility.

The White signature may be reversed out of any color background as long as there is enough contrast maintained for legibility.

Lehman identity components may be reproduced over photographs in positive or reversed formats. The area of the photo chosen must be relatively simple and it must provide sufficient contrast for legibility.

In digital media, a subtle, small drop shadow may be added to the approved single-color signature.

Full-color signature on very light color background (PMS Warm Gray1)Full-color signature

Lehman Blue signature on very light color background (20% PMS 7407)Lehman Blue signature

Lehman Green signature on Black backgroundLehman Green signature

White signature reversed out of color background (PMS 144)Black signature

Lehman Blue signature with a drop shadow White signature with a drop shadow

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The examples below show the Lehman College identity in color configurations, treatments, and manipulations that are unacceptable. This list is not exhaustive. In general, the rules below apply not only to the signature, but also to the single logo mark and the single logo type as well.

Do not place the full-color signature on a color background

Do not change the color designation of the signature components.

Do not screen the colors of the signature.

Do not place the reversed-out signature on a light or white background.

Do not change the colors of the signature components. Do not place the Lehman Blue or Black signature on the dark color background.

Do not place the signature in any coloration over a heavily patterned background.

Do not outline the signature. Do not place the signature in any coloration over parts of photographic images that are rich in detail and the extreme contrast of light and dark.

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The examples below show the Lehman College identity in configurations, treatments, and manipulations that are unacceptable. This list is not exhaustive. In general, the rules below apply not only to the signature, but also to the single logo mark and the single logo type as well.

Do not distort the signature

Do not surround or enclose the signature with competing shapes. Do not use the Web version of the signature for print applications.

Do not tilt the signature in any direction

Do not crop any part of the signature.

Do not reconfigure the elements of the signature into a different composition. Do not re-type or substitute the typeface of the logo type.

LehmanCollege

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The Official Seal

Use of the Lehman College seal is limited to official administration offices, such as the Office of the President and official College documents, such as diplomas and certificates, at the discretion of the College president. The artwork shall not be used for other College applications.

Contact the Office of Media Relations and Publications to inquire if your use for the seal may be applicable.

The College Seal should never be substituted for the Lehman College

Logo Mark or Signature.

Typography

Primary Typeface

Alternate Typeface

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Primary Typeface

The following type families are selected for use throughout Lehman College. Use of these typefaces will help develop a consistent branding and look to diverse Lehman College publications and promotions.

For additional information on type, contact the Media Relations Office. To purchase typefaces or type families used by Lehman College, contact Information Technology Resources.

Giovanni Font Family

This font was chosen as the primary font for administrative usage. It should be used whenever there is a close proximity of copy and Lehman signature or logo type, i.e., in address blocks on the stationery system and in departmental names when the names are part of the signature.

Giovanni Book is a versatile, elegant, classic font, good for long lines of copy as well as for large single words, banner headlines, taglines, and mastheads.

We do not recommend using the bolder range of this typeface except in running text for the word or phrase emphasis.

Giovanni Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Giovanni Book Italic


Giovanni Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Giovanni Bold Italic


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Secondary Typeface

Akzidenz Grotesk Font Family

This typeface was chosen as a secondary font for College-wide applications when the sans-serif font qualities are demanded. In general, sans-serif fonts are best suited for headlines, subheads, and short lines of copy. They are a quickly read, simple form that imbues communications with a modern look. These qualities make Akzidenz Grotesk a very good choice for marketing materials and advertising.

Akzidenz Grotesk comprises a very broad range of variations, only some of which are shown below.

Akzidenz Grotesk Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Akzidenz Grotesk Light Italic


Akzidenz Grotesk Regular


Akzidenz Grotesk Italic


Akzidenz Grotesk Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890

Akzidenz Grotesk Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890

Akzidenz Grotesk Bold


Akzidenz Grotesk Bold Italic


Akzidenz Grotesk Super


Akzidenz Grotesk Super Italic


Other Applications

Advertising

Vehicle Decals

Merchandising

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Advertising

This page is for Lehman staff whose responsibilities are concerned with producing marketing materials.

The sample ads below show the use of the Lehman identity elements in a variety of ad formats. In ads, always use the Lehman College signature

as the primary identification. Note that the clear space requirements are sometimes relaxed to accommodate a particular format. In the horizontal ad shown here, the vertical clear space is tighter because the extra horizontal clear space compensates for it.

In addition to primary and secondary fonts used in headlines, an additional font can be used, if it is a part of a larger, targeted branding effort with limited time span (horizontal ad example).

The Akzidenz Grotesk is the most practical font for ad copy, and where it is reversed out of a color background or image it must be used to ensure legibility.

Use the CUNY logo to indicate CUNY affiliation.

CUNY HONORS COLLEGE

Lorem ipsum dolores at

conumbioum.

Lorem ipsum etta dolores at conumbioum. Chirographi

infeliciter deciperet saburre, iam vix saetosus agricolae

divinus iocari Medusa, semper perspicax apparatus bellis

miscere fiducias. Syrtes insectat parsimonia apparatus

bellis. Rures incredibiliter lucide senesceret bellus

agricolae. Rures adquireret aegre pretosius syrtes, etiam

umbraculi libere agnascor ossifragi, quamquam umbraculi

pessimus neglegenter corrumperet.

Perspicax ossifragi iocari umbraculi. Satis fragilis quadrupei

insectat zothecas. Incredibiliter gulosus syrtes.

250 Bedford Park Blvd West, Bronx, NY 10468 www.lehman.cuny.edu

Full-page Ad or Mall Ad

Horizontal Ad

One-column Vertical Ad

Lorem es ipsum

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Vehicle Decals

This page is for Lehman staff whose responsibilities are concerned with producing vehicle decals.

The samples below show typical placements of the Lehman signature on vehicles. Use the full-color signature only on a white vehicle, white signature on dark color finish, and black or blue signature on medium to light color surface.

Apply the signature with departmental name, if needed.

Vehicle application

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Merchandising

All College-branded merchandise shall conform to the use of the Lehman College signature shown in this manual.

The samples below show typical placements of the Lehman signature on a variety of merchandise. Use the full-color signature only on white surface. The three signature/surface color combinations for t-shirts shown here may be applied to other merchandise as well.

The signature with departmental name may be applied to t-shirts and mugs, but not on merchandise with limited clear surface area, like hats and pens.

repeat design on the

other side of the mug

Mug

white t-shirt

T-shirts

black and blue t-shirt options

Pens

Hat

Documents

Graphic Identity Guidelines - Lehman College Lehman College Graphic Identity Guidelines How to use this manual This manual has been prepared to ensure the success of our visual identity