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Graphic Standards

Graphic StandardsGraphic StandardsM A N U A L

Quality and Coordination

The Office of University Relations workswith other University departments to communicate the University brand to theirconstituencies. As the office charged withoversight of Eastern’s graphic standards,University Relations should be consulted forapproval of all uses of the University logo,seal, or crest. All requests to use theUniversity logo should be directed to:

Kevin PaquinDesign and Publications OfficerOffice of University RelationsTelephone: (860) 465-4520Facsimile: (860) 465-5083e-mail: [email protected]

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSIntroduction

The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.

Graphic Design Standards

Eastern Connecticut State University is one of four universities within the ConnecticutState University System (CSUS). In 1998, theCSUS Board of Trustees designated Eastern asConnecticut’s public liberal arts university.Strengthening public awareness of Eastern’s liberal arts mission is the primary goal of theUniversity’s marketing and public relationsefforts. To meet this goal, Eastern communi-cates to its constituencies through publications,advertising, the Internet, signage and othermedia. Consistent use of core messages, including visual and graphic elements, is critical to advancing public perception ofEastern’s institutional strengths and public liberal arts mission.

This Graphic Standards Manual providesguidelines and instructions on the consistentuse of the visual elements of Eastern’s “identity” — the logo, crest and seal. Each of these visual symbols serves to convey theessential nature of the University, and each hasits own distinct purpose. A comprehensivegraphic standards system provides the structurefor communicating visual and other informa-tion about the University logically, clearly andwith distinction, enabling us to achieve clarityand effectiveness in all print and electroniccommunications. In addition to general guide-lines regarding the appropriate use of the logo,crest and seal, this manual also details theappropriate use of colors, and specific graphicapplications such as on-campus signage, mer-chandising, etc. Adherence to these standardswill strengthen public awareness of theUniversity, while also enabling the University’sschools, departments and programs to achievetheir own appropriate and distinct identities.Therefore, every attempt should be made to use the appropriate logo or other approvedsymbol to identify the University. (Appropriateuse of the University’s athletic logo/brand isdescribed in a separate Graphic DesignStandards manual.)

Eastern’s graphic identity standards and related(downloadable) electronic files are available atwww.easternct.edu/universityrelations.

University Logos

The Eastern Connecticut State University logo is the officialtrademark of the University. It is the principal Universitysymbol to be used to identify Eastern, in publications, adver-tisements on the Internet, etc. There are two variations of this

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSLogos, Seals, Crest

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logo: 1. Vertical stacked format and 2. Horizontal format. Thevertical stacked format is the preferred logo but if space is anissue then the horizontal format is acceptable. The threeacceptable color options are navy blue or PANTONE® 289,black, and white.

Navy Blue (or PANTONE®289) Black White

1

2

White

Navy Blue (or PANTONE®289) Black

Navy Blue(or PANTONE®289)or Black is acceptable

Reversing the sealis not acceptable

University Crest

The Eastern Connecticut State University crest is used forcertain traditional purposes and only with Presidentialapproval.

Logo with address

University Seal

The Eastern Connecticut State University seal is for com-mencement publications only. It is not to be used for anyother purpose.

University Colors

The official colors for EasternConnecticut State University areNavy Blue (or PANTONE®289) and Burgundy (or PANTONE®188).(Black is the alternative when budgetor context rule out the use of color.)

The four-color process formula(or CMYK) is used when you want toachieve full-color printing. The break-downs are explained to the right. Thered, green, blue formulas (or RGB)used for web purposes are also shown.

Reproduction art and files

Camera-ready reproduction art forEastern’s logo are available through the Office of University Relations (See page 1).

Electronic (Illustrator™ EPS or AI)files are available.

Do not reproduce the vertical stackedlogo smaller than 3/4” high and thehorizontal logo 5/8” high.

Use only authorized camera-ready artor the official electronic (Illustrator EPSor AI) files to reproduce the logo. Donot use third-generation art of any kindfor reproduction purposes.

The university logo is to be used in itsentirety. The tower should never betaken out and used by itself.

Note: When purchasing mer-chandise or print advertising,please supply the vendor withthe PANTONE® matching system numbers as well as thefour-color process breakdowns to ensure accuracy. If theycannot print to these colorspecifications, please consultwith the Office of UniversityRelations.

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSColors, Usage

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Navy Blue(or PANTONE®289)

CMYK and RGB formulas

Burgundy(or PANTONE®188)

Cyan = 100 Magenta = 64 Yellow = 0 Black = 64

Red = 0 Green = 38 Blue = 73

Clear Zone

The integrity of the logo demandsthat no words or images crowd, over-lap or merge with it. Stage the logo atleast a distance of the CAP height ofthe letter “E” in the word EASTERNall the way around, away from anyother active elements in the layout.

5/8”3/4”

Clear Zone

Clear Zone

Removal and usage of clock tower by itself University Font

The appropriate Eastern Connecticut State University logo, seal orcrest constitutes the official visual identity of the University. Whilethese identifiers can be scaled to different sizes and used in multiplemedia (print, embroidered clothing, website, etc.), some applicationsand sizes may preclude using the graphic at or larger than its mini-mum allowable size. In such cases, the full name of the University(Eastern Connecticut State University) or the short name (Eastern),may be used as a substitute, in the approved University font only,which is Adobe Garamond.

EASTERN CONNECTICUT STATE UNIVERSITY

E E

E EE

E

Cyan = 20 Magenta = 100 Yellow = 70 Black = 42

Red = 124 Green = 33 Blue = 40

In order to establish and maintain consistent and effective use of Eastern Connecticut StateUniversity’s logos, it is essential to follow thestandards in this manual. The incorrect examplesillustrated on these pages demonstrate some common errors that can be made. Such misuseswill undermine the University’s effort to present a strong and unified image, and will alter theperception and meaning of the logo.Please note that although the vertical stacked logo is used asan example, both logo versions are subject to these parameters.

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSCorrect/Incorrect Uses

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EASTERNCONNECTICUTSTATE UNIVERSITY

INCORRECTCORRECT

Different typeface: Adobe Garamond is the only typeface which may be usedin the logo format. Others ( i.e., Helvetica, as shown above) are not allowed.

INCORRECT

Improper proportion: In the logo format,the size of the symbol in relationship to thetypography should not be altered. Reduceand enlarge logos proportionately.

Improper placement of symbol: In the logoformat, the placement of the symbol relativeto the typography should not be altered.

INCORRECT

Different typestyle: Adobe Garamond is theonly typestyle used in the logo format.Others (i.e., Adobe Garamond Bold Italic,as shown above) are not allowed.

INCORRECT

EASTERNCONNECTICUTSTATE UNIVERSITY

Framing: The logos should never be framedin a restricting box, shape or specific area.Please refer to the Clear Zone explained onpage 3.

INCORRECT

Improper spacing of symbol: In the logoformat, the spacing of the symbol relative tothe typography should not be altered.

INCORRECT

Improper color: Eastern’s logos shouldnever be reproduced in any colors otherthan the official approved colors: navy blueor PANTONE® 289, black and white.

INCORRECT

Distortion: The logo should not be subject to distortion or manipulation, i.e., slanting,stretching, twisting or curving. It is essential that the university logos be used in theircorrect shape and format as explained on page 1.

INCORRECT INCORRECT

Overlapping of visual element or symbol:The logo should not be encumbered byother visual elements. Avoid the use ofany copy, slogans, symbols or imagesoverlapping or aligned with the logo.

INCORRECTINCORRECT

T-Shirt

SALEToday!

Print backgrounds/light

Although the logo may be printed in alimited number of colors, it may beprinted on almost any color. Any of thelogos may be printed on any solidcolor, screen of color, textured, illustra-tive or photographic background that islight enough to provide sufficientcontrast for clarity and legibility.

Print backgrounds/dark

To provide sufficient contrast for clarityand legibility, Eastern’s white logosshould be used when a dark color, screenof color, textured, illustrative or photo-graphic background is used.

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSCorrect/Incorrect Uses

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CORRECT INCORRECT

CORRECT INCORRECT

Although the logo may be printed on any background, the integrity of thelogo demands that no words or images overlap or merge with it. It shouldnever be integrated into illustrations, cartoons or other symbols or logos.

INCORRECTCORRECT

CORRECT INCORRECT

EASTERN CONNECTICUT STATE UNIVERSITY • GRAPHIC STANDARDSSub-Brands/Departments

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Large organizations such as Eastern have many departments,offices, programs and services. While is it important for theseorganizational components (“sub-brands”) to have their ownidentity, it is critical that the institutional brand and identitynever be subsumed by the identity of a smaller organizationalunit. For instance, the three academic schools, 16 academicdepartments, administrative offices, and other programs andservices of the University should always be presented graphicallysuch that they do not diminish the University’s identity. To thatend, the following guidelines are put into place:

1. No graphic icon developed for a sub-brand (department/office/program/service) shall include the full name of the University.

2. No departmental level identifier shall be used to identify the University; only official logos are to be used for that purpose.

3. The appropriate relationship between the University brand and sub-brands is shown in the following illustrations.

4. This hierarchy should be consistently used as the common form of relating department and University identity.

Any department considering creating their own graphic identity shouldconsult with the Office of University Relations.

EASTERN CONNECTICUT STATE UNIVERSITYOFFICE OF HOUSING AND RESIDENTIAL LIFE

83 WINDHAM STREET • WILLIMANTIC, CONNECTICUT 06226 • (860) 465-5000

Chi d Fami y Deve opment Resource

Center

1

AKUSG A L L E R Y

School of Continuing Education

Office of Housing and Residential LifeDivision of Student Affairs

EASTERN CONNECTICUT STATE UNIVERSITYOffice of Housing and Residential Life83 WINDHAM STREET • WILLIMANTIC, CONNECTICUT 06226

Office of Housing and Residential LifeDivision of Student Affairs

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www.easternct .edu

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