graphic standards manual: phase i - colby-sawyer college
TRANSCRIPT
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Graphic Standards Manual: Phase I
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Table of Contents
Introduction 2
Basics
TheCSClogotype 3 Spacing 7 Unacceptableuses 10
Color
Primarycolors 13 Supplementarycolors 14 One-color 15 Coloredbackgrounds 17
Typography
Primarytypefaces 19 Webtypefaces 21
Secondary programs
Specificprogramlogos 22Stationery
Generalletterhead 23 Businesscards 24 #10Envelope 25 Departmentalstationery 26
Logo applications
Apparel 27 Otheritems 29
Print specifications
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Introduction
Inthecontextofthismanual,thewords“brand”and“identity”arealsoused(interchangeably),andrefer,inthemorenarrowsenseofthewords,tothelogo.“Brandingprogram”referstothebigpicture:messagingthatsupportsPresidentGalligan’sstrategicvisionandgoalsfortheCol-lege;theconsistentimplementationofthelogoacrossallmediaandinmyriadotherapplications;anewwayofwritinganddesigningforprintandtheweb;etc.Thebrandingpro-gram,inallitsformsandapplications,iswhatbuildstheimpressionsandfeelingsthatvariousconstituen-cieshaveaboutColby-SawyerCollege.Theseincludestudents,facultyandstaff,prospectivestudentsandfami-lies,alumni/ae,donors,etal.
“Tagline”referstothewords,inside • outside • planetwide.Thelogomaybeusedwithorwithoutthetagline,dependingonthecontext;andtheremaybetimeswhenthetaglineappearsonitsown.Whenandwhennottousethetaglineareatthediscretionoftheuser.Thismanual,however,willofferafewexamples.
2
ItisimperativethatthenewColby-SawyerCollegelogotypebeimplementedwithconsistencyandcareacrossallmedia:printanddigital,aswellascampussignage,vehiclegraphics,logomerchandise,etc.Itisforthatreasonthatgraphicstandardsmanualslikethisonearecreated.SignageandvehiclegraphicswillbecoveredinGraphicStandardsManual:PhaseII.
Insupportofthenewbrandingpro-gram,thismanualcontainsguidelines—someveryspecifictobesure—fortheconsistentuseofthenewlogo.Inevitably,therewillbeinstancesinwhichspecificdecisionswillhavetobemadethatarenotcoveredhere.Thespecificationsinthismanual,however,willserveasaguidetotheuserinmakingthosedecisions.
What do all these words mean?
Whenwesay“logo”or“logotype,”wearereferringtothecollegename,orwordmark,togetherwiththecupolaicon.Wewillrefertothelattersimplyas“thecupola,”understandingthatitrefersspecificallytotherectan-gularframethatenclosesthecupola,mountainsandfoundingyear.
So:wordmark+cupola=logoorlogotype.
How can you be assured that you are using the logo correctly?
AlloftheapprovedversionsofthelogothatarediscussedinthismanualwillbeprovidedonaCD(attachedtotheinsidebackcover),aswellasindigitalform(EPS,JPG,PNG).Filesforrepeatuse,e.g.,forstationery,willbeunderthebailiwickofHelenSieburg.
Thereisnoquestionthatthismanualgoesintogreat—sometimesexcruciating—detailabouttheusageofthelogo.Inmostinstances,thefileswehavefurnishedwillprovideyouwitheverythingyouwillneed.Andyouwillbeaidedinyourdecisionsaboutspacingaroundthelogo,whichcolorstouse,whichfontorfontstouse,whetherornottousethetaglinewiththelogo,etc.,bytheinformationprovidedherein.
Play it safe!
Ifquestionsarise,wesuggestthatyouerronthesideofcautionandcontactusatHarpandCompanyGraphicDesign.Wedothissortofthingforaliving;chancesareyou,theenduser,donot.Wecanbereachedbyphoneat603.643.5144,[email protected].
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Basics
The Logotype
InordertosupportColby-SawyerCollege’snewbrandingprogram,useoftheCSClogotypeshouldstrictlyadheretothegraphicstandardsout-linedinthismanual.
Itisrareforjustoneversionofalogotobeapplicableinallsituations.Ourgoalinthismanualistomaketheuseofthenewidentityasflexibleandpracticalaspossible.Sometimes,forexample,averticallyorientedlogofitsawkwardlyinahorizontalspace.Andviceversa.Shownhere,then,arethetwoapprovedconfigurationsofthelogo.
Onlyusetheapprovedversionsshownontheleft.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
3
verticalconfigurationCSC_logo.eps
horizontalconfigurationCSC_logo_hz.eps
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Basics
The Logotype & Tagline
Therewillbeinstancesinwhichyouchoosetousethetaglinewiththelogo.Shownhereareapprovedtaglineplacementsforboththeverticalandhorizontalconfigurations.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
4
verticalconfigurationwithtaglineCSC_logo_tag.eps
horizontalconfigurationwithtaglineCSC_logo_hz_tag.eps
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Basics
The Word Mark by itself
Theremaybetimeswherespacingislimited,oronlytheCollegenameisrequired.Useoneofthetwoapprovedwordmarkconfigurationsshownhere.
Neversaytoyourself,“Hmmm...thistypefacelooksprettyclose,Iwilljustuseitinstead.”
NEVER!
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
5
CSC_wordmark.eps
CSC_wordmark_oneline.eps
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Basics
The Cupola and Tagline by themselves
Therewillundoubtedlybemanyinstances,e.g.,onnotecards,logomerchandise,etc.,whereyouwillwanttousethecupolabyitself.Samegoesforthetagline.
Remember,aswithalloftheothergraphicelementsofthenewbrand,theapprovedtaglineisincludedontheenclosedCDandprovidedindigitalform.Thespacing,bulletsbetweenthewordsandtypefacemustnotbealtered!
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
6
CSC_cupola.eps
CSC_tag_BLK.eps
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Basics
The Colby-Sawyer Stamp
WearecallingthistheColby-Sawyerstamp.Itsusemayberare,buttherewilllikelybecaseswherethisisjustwhatisneeded:notthefulllogo;notthetagline;noteventhecupola—justthisabbreviatedstamp.Ithasenoughoftheessentialelementsofthefulllogotypetobeclearlyidentifi-ableasbelongingtoColby-SawyerCollege.
Sampleapplicationsinwhichyouwouldnotusethestamp:OnthemainIDsigninfrontofColgateHall,oronCollegestationery.
Examplesofwhereitmightbeappropriatetousejustthestamp:Onfacilitiesequipment,orperhapsonabaseballhat.
White,blueandblackversionsareprovided.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
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CSC_stamp_open.eps
CSC_stamp_solid.eps
CSC_stamp_open_BLK.eps
CSC_stamp_solid_BLK.eps
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Basics
Spacing around the Logo
Crowdingthings(e.g.,addresses,otherlogos,websitemenubuttons,etc.)aroundthelogoonlyservestolessenitsimpact.Acertainamountofisolationfromotherelementsonthepage,orinawebheader—breathingroom,really—isnecessarytoensurethatthelogoisseen,identifiedandunderstood.
Toensureamplespace—we’llcallitano-printzone—weuseaunitdefinedbythewidthofthecupola,denotedas‘A’.
Hereweshowtherequiredspacingaroundtheverticalconfigurationofthelogo.Notethatwhenthetaglineisused,theno-printzoneistwofullunitsbelowthedescenderofthe‘p’inthetagline.
Confusing?Don’tprintanythinginthegrayarea!
�
AAA
A A
AAA
A A
AAA
A A
A A
AAA
A A
AAA
A A
AAA
A A
AAA
A A
A A
AAA
A A
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Basics
Spacing around the Logo, continued
Thesamespacingrequirementsapplywhenusingthehorizontalconfigurationofthelogo.
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AAA
A A
AAA
A A
AAA
A A
A A
AAA
A A
AAA
A A
AAA
A A
AAA
A A
A A
AAA
A A
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Basics
Do not do these things!
Withthetechnologyavailabletous,itissometimestemptingtoalterthelogotofitaparticularcircumstance.Orperhapsyoufeel,forexample,thatjustthisonce,you’dliketoprintthelogoinadifferentcolor.Pleasedon’t:donotalterthelogooranygraphicelementsofthebrandinanyway!
Theexamplesonpages10–12showsomeofthekindsofalterationsthatwell-intentionedusersmake.
A. Donotstretchordistortany partofthelogotype.
B. Donotchangethecolorofthe wordmark.
C. Donotchangethecolorof thecupola.
D. Donotalterthesizerelationship ofthecupolatothewordmark.
E. Donotchangethefontofthe wordmark.
10
Colby SawyerCollege
541 Main Street New London, NH 03257
A. B.
D.C.
E.
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Basics
Do not do these things!, continued
F. Donotaltertheplacement ofthelogotypeelements.
G. Neveruseadropshadow.
H. Donotplaceaboxaroundthe logotype.
I. Donotcrowdthelogowithother elements(seepages�and9)
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Colby SawyerCollege
541 Main Street New London, NH 03257
F. G.
I.H.
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Basics
Do not do these things!, continued
J. Donotaltertheplacement ofthetagline.
K. Donotchangethecolorofthe tagline.
L. Donotalterthesizeofthe tagline.
M. Donotchangethefontofthe tagline.
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inside outside plantetwide
J. K.
M.L.
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Color
Primary color palette
ThecolorsinthelogotypearePantone®ProcessBlueandBlack.
WewillrefertotheblueasColby-SawyerBlue.
Whenprintingfourcolorprocess,theCMYKequivalentofProcessBlueshouldbeused.Foruseindigitalmedia,theRGBandHTMLnumbershouldbeused.
* PANTONE®isaregistered trademarkofPantone,Inc. Thecolorsshownonthispage andthroughoutthismanual havenotbeenevaluatedby Pantone,Inc.foraccuracyand maynotmatchthePANTONE ColorStandards.
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Pantone Matching System
Colby-SawyerBlue(Pantone®ProcessBlue)
Black
Four Color Process
C:100M:�.5Y:0K:6
C:0M:0Y:0K:100
Web Usage
R:0G:146B:205
HTML:0092cd
R:0G:0B:0
HTML:000000
20%Colby-SawyerBlue
50%Colby-SawyerBlue
100%Colby-SawyerBlue
Black
Black
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Color
Supplementary color palette
Asupplementarycolorpalettehasbeenselectedtocomplementtheblueandblackofthelogotype.
Thesecolorsarerecommendedforgeneraluseinwebandprint,however,youmayuseothercolorsatyourdiscretion.
Remember,thelogomayonlyappearinColby-SawyerBlueandblack,orreversed(white)asshownonpage1�.Thesesupple-mentarycolorsareforotherdesignelementssuchasheads,sidebars,etc.Ifamoremutedpaletteisdesired,anyofthesecolorsmaybeprintedasscreenvalues,e.g.,as70%ofgreen,50%ofburgundy,etc.
* PANTONE®isaregistered trademarkofPantone,Inc. Thecolorsshownonthispage andthroughoutthismanual havenotbeenevaluatedby Pantone,Inc.foraccuracyand maynotmatchthePANTONE ColorStandards.
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Pantone Matching System
Colby-SawyerBlue(Pantone®ProcessBlue)
Black
Pantone®116
Pantone®WarmGray3
Pantone®556
Pantone®153
Pantone®194
Four Color Process
C:100M:�.5Y:0K:6
C:0M:0Y:0K:100
C:0M:15Y:94K:0
C:0M:6Y:6K:1�.5
C:43M:0Y:30.5K:27.5
C:0M:46Y:100K:1�
C:0M:100Y:64K:33
Web Usage
R:0G:146B:205HTML:0092cd
R:0G:0B:0HTML:000000
R:246G:219B:60HTML:f6d33c
R:207G:199B:194HTML:cfc7c2
R:126G:160B:147HTML:7ea093
R:196G:114B:1HTML:bd�22�
R:154G:0B:45HTML:920d36
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Color
One-color reproduction
Thesevariationsofthelogotypeareprovidedforusewhenonlyone-colorprintingisavailable.
One-colorversionsofthelogoinblueandblackareprovidedontheCD.
Remember,donotprintthelogoinanycolorotherthanwhatisshowninthismanual.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
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20%Colby-SawyerBlue
50%Colby-SawyerBlue
100%Colby-SawyerBlue
100%Colby-SawyerBlue
100%Colby-SawyerBlue
20%Black
50%Black
100%Black
100%Black
100%Black
CSC_logo_tag_BLK.eps
CSC_logo_tag_BLUE.eps
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Color
One-color, continued
Therewillbetimeswhenreproducingthecolorscreens(thehillsbeyondthecupola)willbeimpossible.Intheseinstances,eitheroftheone-colorvaria-tionsontheleftmaybeused.
Theseversionsofthelogotypealsomaybereversedoutofcoloredbackgrounds,asshownonpage1�.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
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Colby-SawyerBlue
Black
CSC_logo_tag_BLK_open.eps
CSC_logo_tag_BLUE_open.eps
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Color
Colored backgrounds
Whenplacingthelogoonacoloredbackground,itispreferabletousetheoriginallogotypeasshowninA.
However,whenplacingthelogotypeonablueorblackbackground,theonecolorlogotypemaybeusedasshowninBandC.
A. Theoriginallogotype
B. One-colorreproduction, Colby-SawyerBluewithwhitetype
C. One-colorreproduction, black
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A. CSC_logo_tag.eps
B. CSC_logo_tag_WHT_type.eps CSC_logo_tag_BLK.epsC.
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Color
Colored backgrounds, continuedWhenitisnotpossibletoprintthescreensofthelogotype,thevariationsontheleftareacceptable:
D. One-colorreproduction, solidblack
E. One-colorreproduction, solidColby-SawyerBlue
F. One-colorreproduction, solidwhite
1�
D. CSC_logo_tag_BLUE_open.eps
F. CSC_logo_tag_WT_open.eps
CSC_logo_tag_BLK_open.eps E.
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ScalaRegular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ScalaItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ScalaBold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Typography
Primary typefaces
The“official”typefacesforthenewColby-Sawyerbrandare:
• Scala
Withinthisfamilythereare ScalaRegular(thewordmark), ScalaItalic(thetagline),and ScalaBold(foroccasionalusefor emphasis,forheads,etc.).
• ScalaSans(seepage20)
ThisfamilyiscomprisedofScala SansRegular,ScalaSansItalic, ScalaSansBoldandScalaSans BoldItalic.
WhileitisnotmandatorytousetheScalafamilyinallprintpublica-tions,incertainflagshippieces(e.g.,theAdmissionssearchpieceandviewbook),werecommendusingeitherScalaRegularorScalaSans(nextpage)forthetextandheads.
THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.
ScalaRegular
ScalaItalic
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ScalaSansRegular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ScalaSansItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ScalaSansBold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ScalaSansBoldItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Typography
Primary typefaces, continued
ScalaSansRegularisahandsome,legible,contemporaryfont,andisagoodchoiceforthetextofprintedmaterials.
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ArialRegular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ArialItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ArialBold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
ArialBoldItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Typography
Typefaces for the web
Itisimportantwhendesigningforthewebtouseweb-safefonts.ForthiswerecommendthetypefacefamilyArial,orVerdana(notshown).
Pleasenote,ArialandVerdanashouldonlybeusedinwebapplications,not in print.
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Secondary programs
Specific program logos
ItisimportanttokeeptheidentityconsistentwithinandbeyondtheColby-Sawyercommunity.Ifcampusbulletinboards,posters,flyersandemailin-boxesbecomefloodedwithvariousorganizations’andclubs’ownlogos,suddenlytheimpactandimportanceoftheColby-Sawyerlogobecomesdiminished.
Whenusingaspecificprogramorclubnamewiththelogo,thefollowingguidelinesapply:
• Theprogramnameshouldalign flushleftwiththewordmark.
• Theprogramnameshouldbehalf thedistanceofAfromthelogo.
• Thecoloroftheprogramname shouldbechosenfrom supplementarycolorpalette.
• Thetypefaceusedshouldbe ScalaItalic.Toensurethatthe programnameisthecorrect size,simplytypethedesiredname overtheexample(FallFestival)in thefileprovidedtotheleft.
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Fall Festival
A
1/2ofA
CSC_logo_FFest.eps
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Stationery
General letterhead
Thetypingformatshownhereisanimportantcomponentofthestation-erysystem.Inordertocommunicateaprofessional,consistentimage,allcorrespondenceshouldadheretothisformat.
Itisimportantthata3/4”leftmarginbemaintainedfortheentireletter.Therighthandmarginshouldbesetat1/2”.
Theletterbeginswiththedate21/2”fromthetopofthepage.Recommendedlinespacingisshownbyan“X.”
Thereisroomforindividualjudgementandpersonalpreferencewhenitcomestotheverticalspacingofthetypedletter.
Allcopyisflushleft/raggedright(notjustified),withonereturnbetweenparagraphs.
ThissampleletterissetinTimesNewRoman.Personalpreferenceplaysarolehere,ofcourse.Whateverfontisselectedforuseontheletter-head,inaperfectworlditwouldbeconsistentonallColby-Sawyercorrespondence.
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21/2”
3/4”
shownat50%actualsize
1/2”
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Stationery
Business cards
Totheextentpossible,allbusinesscardsandotherstationerycompo-nentsshouldbeproducedbythesameprinter.Thiswillaffordthegreat-estchanceforconsistencyofqualityandcolor.
Ifonlyoneprinterisused,hewillhavetheoriginalfileswhichcanbeeasilyupdated.Thisisthebestwaytoensureconsistency.
NB:Exceptionsmayhavetobemadeasfarasspacingaroundthelogoisconcerned.Thebusinesscardisanexamplewherethereisnotenoughroomtousethespacingdescribedonpage�.
24
1/4”
113/16”
shownat100%actualsize
frontofcard
backofcard
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Stationery
#10 Envelope
Aswiththeletterhead,thetypingformatshownonthis#10envelopeisanimportantpartofthedesign,andshouldbefollowedconsistentlywhenaddressingall#10envelopes.
Themailingaddressshouldbeformatted31/2”fromtheleftedgeoftheenvelopeasshown.
Thefirstlineofthemailingaddressbeginsapproximately21/4”fromthetopoftheenvelope.
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21/4”
31/2”
shownat50%actualsize
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Stationery
Departmental stationery
Stationeryforspecificdepartmentsfollowsthesameguidelinesusedonthegeneralstationery.
26
shownat50%actualsize
21/2”
3/4” 1/2”
21/4”
31/2”
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Logo applications
Apparel
Pages27–29showpossibleapplicationsoftheColby-SawyerLogoandStamponvariousitems.
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Logo applications
Apparel
2�
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Logo applications
Other items
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541 Main Street New London, NH 03257
General [email protected] t: 603.526.3000
College Communications Officet: 603.526.3647 f: 603.526.3990