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NIU Identity and Branding Guidelines1

IDENTITY AND BRANDING USAGE GUIDELINES

NIU Identity and Branding Usage Guidelines 2

Table of ContentsIntroduction ......................................................................................................... 1

NIU Editorial Standards ......................................................................................... 3

Graphic Standards ................................................................................................ 4

Logo Elements ...................................................................................................... 6

Logo Space .......................................................................................................... 7

NIU Primary Color Palette ...................................................................................... 8

NIU Secondary Color Palette ................................................................................... 9

Use of Pantone Files ........................................................................................... 10

NIU Typography .................................................................................................. 11

NIU Logo Color Variations .................................................................................... 12

NIU Logo Office Variations ................................................................................... 14

File Format Applications ...................................................................................... 15

.eps ..........................................................................................................................................15

.jpg ..........................................................................................................................................15

.png .........................................................................................................................................15

Graphic Identity Misuses ...................................................................................... 16


Introduction The purpose of the National Intelligence University’s (NIU) Identity and Branding Usage Style Guide is to ensure that all faculty and staff produce and disseminate materials that have a cohesive look, feel, and tone to ensure consistency throughout the University’s communications products. This will associate our identity with quality and professionalism across the Intelligence Community (IC) and beyond.

With every word we write and every color or typeface we choose, we send messages about who we are as a University. Though our brand goes much deeper, our visual identity creates the first impression for many. As the public representation of the University, the graphic identity must be reproduced with care and precision. It is for this reason that standards for use are critical to managing the NIU brand.

Our ability to maintain a high level of recognition for our organization and an image consistent with the quality of products and services we deliver begins with strict adherence to the guidelines for use outlined in this document. Consistent reproduction across all types of applications—print materials, presentations, advertisements, websites, banners, and multimedia products—will reinforce our mission and result in a greater awareness of the University.

Our logo is the unifying element that represents each of these messages and our office as a whole. Each of us is responsible for ensuring it is used correctly. Please make use of these guidelines and use only approved digital artwork when reproducing the NIU graphic identity.

For questions regarding the use or application of the NIU graphic identity, please e-mail [email protected].

Messaging and Tone Brand messages should communicate specific characteristics that define the National Intelligence University. Messages should be direct and non-threatening, using a positive tone. Whenever possible, messages should include the opportunities and/or accomplishment. Messaging should always consider stakeholder morale.

University approved messaging and activities will be consistent with the following principles and messages that reflect the values of the IC.


Student centered: NIU strives to ensure a consistent and supported experience for all prospective and current students. Business practices are built to provide efficient solutions and support student learning.

Ethics: NIU is committed to relevant, evidence-based, and original research and programming. Whenever possible we seek avenues to share resources and promote the most relevant research and activities.

Collaboration: NIU fosters relevant research and communication by seeking out, promoting, and sharing relationships with IC, USG, private, and academic partners.

Accountability: NIU is committed continuously assessing both institutional effectiveness and student learning outcomes, using results for improvement.

Objectivity: NIU seeks truth and understanding and maintains a critical awareness of education and research bias, promoting the well-being of the community over personal interest.

Diversity and Inclusion: NIU is committed to promoting an inclusive environment that values all social, cultural, and ethnic identities, in addition to thought and experience differences.

Transparency: NIU is committed to facilitating knowledge and awareness with our stakeholders and increasing stakeholder awareness of our initiatives, activities, and research, through active communication strategies.


NIU Editorial Standards

RationaleAs with graphic standards, consistency and quality in copywriting help convey the University’s essential nature and brand identity. Like many universities, NIU uses Associated Press (AP) style as the basis for its editorial standards in story and other common text uses. AP style is notable for its thoroughness and flexibility characterized by regular updates that reflect changes in usage and culture and is the gold standard for journalism. AP style is useful for universities because it helps us effectively communicate with internal and external audiences. In some cases, especially pertaining to certain academic disciplines, it may be necessary to follow a different style guide, such as MLA or APA (Note: Common Standards will be printed online).


Graphic Standards

The Seal, Logos, and Visual MarksNIU’s seal is intended for use in formal documents, including diplomas, certificates, transcripts, University awards, and official correspondence from the Office of the President.

NIU’s seal and logo should never be used on the same product or document. Overusing the seal diminishes its institutional value; therefore, the NIU logo only should be used for official daily business communications.

MerchandiseMerchandising is another method the University will use to reinforce its brand image and build a consistent look, feel, and reputation for quality. If done right, merchandising can be a very effective marketing tactic. Choosing merchandise for NIU should be a deliberate process with intentional messaging. Products and merchandise should be chosen for their long-term marketing impact potential.

The logo selection specifics are based on the product requirements. The Office of Outreach and Engagement will work with vendors to determine the appropriate visual and size specifications.

The Office of Outreach and Engagement will have approving authority on all promotional, commemorative or gifting merchandise.

Business Cards and University LetterheadFor consistency in branding, University letterhead and business cards are required to use the official NIU logo.

Previous addresses, including the reference to the Pentagon, should not be used.

Official University business cards should not include any unofficial slogans, titles, or photos without prior approval. Content should not be printed on the back of the card.

Name, credential (PhD, JD, MA)Title

Office

Comm:Secure:

Unclass emailJWICS email

Name, credential (PhD, JD, MA)

Title

Office

Intelligence Community Campus

Comm:

Secure:

Unclass email

JWICS email

NIU BUSINESS CARDHORIZONTAL OPTION

NIU BUSINESS CARD VERTICAL OPTION


Events The Office of Outreach and Engagement is here to help you with all of your design needs. All events hosted by NIU should indicate NIU is the corporate headliner.

PhotographyImages are an import piece of every NIU design, as the right visuals will elevate our marketing efforts. While it takes time and resources to find appropriate, high-quality photos to support NIU content, the results will speak for themselves.

We respect our students’ privacy and their right to maintain their anonymity within the IC. Images identifying students, faculty, staff, or University visitors cannot be used without their written consent. Whenever possible, high-quality stock photos should be used to illustrate relationships, collaboration, learning, and networking.

The decision to photograph events at NIU is at the discretion of the Office of Outreach and Engagement. It is inappropriate to take photographs at all NIU sessions and events.

Website and Social MediaNIU’s websites should serve as the hub for all University marketing and communication efforts. Websites must clearly reflect the NIU brand and avoid unintended messages by providing irrelevant, outdated, inaccurate information and links.

Sub organizationsThe following offices and programs are identified as organizations that require a sub-organization identifier. Please do not add a sub-organization to the NIU logo. If you believe your office will benefit from having a sub-organization logo, please contact the Office of Outreach and Engagement.

� Office of the President

� Office of the Provost

� College of Strategic Intelligence

� European Academic Center (EAC)

� Quantico Academic Center

� Academic Center at NSA

� Southern Academic Center (SAC)

� Anthony G. Oettinger School of Science and Technology Intelligence

� Institutional Effectiveness

� Office of Outreach and Engagement

� John T. Hughes Library

� Office of Research

� Office of Student Services

� University Operations

� Information and Education Technology

If you are interested in incorporating the NIU brand into your communication and marketing efforts, please contact the Office of Outreach and Engagement for guidance.


Logo ElementsThe NIU logo consists of two unique graphic elements: the NIU icon and the NIU name. In addition, there is a separate I-mark that may be used for alternate branding.

The logo is the combination of individual elements that together make up the whole logo.

The icon and I-mark are the graphical representations that are individual elements of the logo, specifically designed to stand on their own.

The icon and name are aligned horizontally or vertically with a specific size relationship. Careful consideration has been given to the proportion of these elements. The size and placement of these elements should not be altered in any way. Any unauthorized change will cause inconsistencies, lessening the impact and compromising the brand of the NIU graphic identity.

9 DO always use only the approved electronic artwork included with this style guideline.

8 DON’T alter the NIU Icon and name configuration and/or size relationship in any way.

8 DON’T add any additional elements to the logo.

NIU Icon

NIU Icon

NIU NameNIU Name

NIU LOGO HORIZONTAL FORMAT

NIU I-MARK

NIU LOGO VERTICAL FORMAT


Logo SpaceA clear area must always be maintained around the NIU logo to preserve the integrity of the design and subsequent branding. The clearspace isolates the identity from competing graphic elements, such as text, photography,

or background patterns, that may divert attention from the identity. As shown below, the clearspace for the identity is equal to the height of the star in the logo being used.

The NIU graphic identity can be used in a wide variety of sizes, but sizing it too small will reduce legibility and therefore diminish the visual impact. The minimum size is determined by which logo or mark you are using. In printed material, the full horizontal logo should not be reproduced any smaller than 1.25 inch and the vertical no smaller than .75 inch. Any smaller will result in illegibility of the words

“National Intelligence University.” When using the 2-color icon or mark only, reproduce no smaller than .5 inch. Any smaller will cause the difficulty reproducing the dual-color star. One-color marks and icons are provided with this style guide for smaller reproduction down to .25 inch. All elements of the logo must always remain recognizable.

9 DO maintain clear space around the logo equal to the height of the star in the logo being used.

8 DON’T include any other graphics, elements, or text within the clear area of the NIU logo.

Clear Area

1.25”.75”

.5”

.25”

.5”

.25”


NIU Primary Color PaletteThe colors used in the NIU logo were chosen for their close association to the Office of the Director of National Intelligence (ODNI) seal. The colors also have a broad appeal, authoritative connotation, and are easy to reproduce.

In print, the logo will always be reproduced in one of two ways: spot (Pantone) color or process color. For web and monitor-based projects, the logo will be reproduced in RGB or web-safe colors. Equivalents of each are listed below.

Before you can select a logo file for print, you must first know which printing process you will be using. When producing printed products (such as brochures, letterhead,

or business cards), printers use the CMYK file. When ordering promotional products (such as lanyards, ink pens, or mugs), printers may request a spot color, or Pantone, file (see “Use of Pantone Files” on page 6). Always talk to your printer first to determine how the product will be printed.

When producing documents which will be viewed primarily on a monitor such as web pages or PowerPoint presentations, use RGB equivalents.

8 DON’T use any other colors to reproduce the logo.

Dark BluePantone 294

C M Y K100, 85, 29, 23

R G B25, 56, 104

WEB193868

GoldPantone 124

C M Y K7, 35, 100, 0

R G B235, 170, 32

WEBEBAA20


NIU Secondary Color PaletteAdditional colors may be used to enhance backgrounds, headlines, and other supporting design elements when creating NIU communications products.

Brick RedPantone 187

C M Y K23, 100, 88, 15

R G B170, 24, 44

WEBAA182C

Dusty BluePantone 644

C M Y K39, 20, 7, 0

R G B154, 182, 211

WEB9AB6D3

Charcoal GrayPantone Cool Gray 10

C M Y K0, 0, 0, 75

R G B99, 100, 102

WEB636466

Light GrayPantone Cool Gray 2

C M Y K0, 0, 0, 20

R G B209, 211, 212

WEBD1D3D4


Use of Pantone FilesWhen producing documents printed by a commercial printer, you must first know whether your document will be printed using process color of spot color.

In North America, the primary spot color system is the Pantone® Color matching System. Colors are designated by numbers as opposed to CMYK or RGB equivalents. Each number stands for a specific ink.

Printers outside North America use other color matching systems such as Toyo and Focoltone. If you are using a non-North American printer who does not use the Pantone® Color Matching System, they should be able to match the Pantone numbers to the correct inks for their particular system.

NIU spot color files contain the word “spot,” and the single-color files contain a number such as 294 or 124 that designate the specific ink. Do not use CMYK files in a document that will be printed using spot colors. Although a printer can convert the files to spot color, they may not match the colors correctly. Always use the correct file for your printing process.

Conversely, do not use spot color files in documents that will be printed on an office printer or a commercial process using CMYK inks. The conversion process inside the printer before output often yields inaccurate results.

8 DON’T use CMYK or spot color files in Microsoft Office products.

8 DON’T use CMYK or spot color files for products that will be displayed on a monitor.

8 DON’T use spot color files in documents that will be printed on an office printer.

8 DON’T use CMYK files in a document that will be printed using spot colors.


NIU TypographyTypography plays a major role in shaping a brand. To help create a consistent look and feel for all NIU communications, two typefaces—Century Schoolbook and

Franklin Gothic—have been chosen. These typefaces have been chosen to complement the look of the NIU logo and because they are standard on NIU computer systems.

Century Schoolbook Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890$&?!

Century Schoolbook Bold


Franklin Gothic Book


Franklin Gothic Medium


Franklin Gothic Medium Condensed


Century Schoolbook Italic


Century Schoolbook Bold Italic


Franklin Gothic Demi


Franklin Gothic Heavy


Franklin Gothic Demi Condensed



NIU Logo Color VariationsThe preferred version of the NIU logo is the 2-color positive identity. This version should be used for all applications whenever possible. NIU logo and mark variations are provided in spot color (Pantone), process CMYK, and RGB versions, and in .eps, .jpg, and .png file formats.

If reproduction is limited to one color, use the blue or black versions on light backgrounds, and the gold or white versions on dark backgrounds.

Paper color greatly affects the appearance of the logo. Darker and brighter colors often do not provide sufficient contrast and will cause the colors to appear inaccurate. For this reason, the identity should always be printed on white or pale neutral colored paper. If for some reason a colored stock is necessary (such as a brightly colored flyer announcing an office party), use the solid black identity.

When printing on colored paper stock, keep in mind that the reverse (white) version of the identity will not print white; it will simply knock the logo out of the background. The reverse version is for use on a solid dark area of printed ink, such as a photograph or dark colored box. Please note that the white version of the logo is not supplied in .jpg format because it will import simply as a white box; white versions of the logo are included as .eps and .png versions, both of which will print with transparent backgrounds.

The spot (Pantone) white file is a pale gray; this is correct. Because Pantones are actual inks, the color of the file does not matter since your printer will use white ink. Supply this logo to your printer if you are printing the logo in white on a dark object such as a mug or a pen.

A black Pantone version of any logo is not supplied because 100% black is already an ink color.

NIU_VERT_2C_CMYK.eps

NIU_VERT_2C_RGB.jpg

NIU_VERT_2C_RGB.png

NIU_VERT_2C_SPOT.eps

NIU_VERT_1C_CMYK_blue.eps

NIU_VERT_1C_RGB_blue.jpg

NIU_VERT_1C_RGB_blue.png

NIU_VERT_1C_SPOT_294blue.eps

NIU_VERT_1C_CMYK_gold.eps

NIU_VERT_1C_RGB_gold.jpg

NIU_VERT_1C_RGB_gold.png

NIU_VERT_1C_SPOT_124gold.eps

NIU_VERT_1C_CMYK_black.eps

NIU_VERT_1C_RGB_black.jpg

NIU_VERT_1C_RGB_black.png

(Spot version not necessary)

NIU_VERT_1C_CMYK_white.eps

(White .jpg not applicable)

NIU_VERT_1C_RGB_white.png

NIU_VERT_1C_SPOT_white.eps

The official logo must be used unless other specific conditions

are present.


NIU Logo Color Variations (continued)

NIU_HORIZ_2C_CMYK.eps

NIU_HORIZ_2C_RGB.jpg

NIU_HORIZ_2C_RGB.png

NIU_HORIZ_2C_SPOT.eps

NIU_Icon_2C_CMYK.eps

NIU_Icon_2C_RGB.jpg

NIU_Icon_2C_RGB.png

NIU_Icon_2C_SPOT.eps

NIU_I-Mark_2C_CMYK.eps

NIU_I-Mark_2C_RGB.jpg

NIU_I-Mark_2C_RGB.png

NIU_I-Mark_2C_SPOT.eps

NIU_HORIZ_1C_CMYK_blue.eps

NIU_HORIZ_1C_RGB_blue.jpg

NIU_HORIZ_1C_RGB_blue.png

NIU_HORIZ_1C_SPOT_294blue.eps

NIU_Icon_1C_CMYK_blue.eps

NIU_Icon_1C_RGB_blue.jpg

NIU_Icon_1C_RGB_blue.png

NIU_Icon_1C_SPOT_294blue.eps

NIU_I-Mark_1C_CMYK_blue.eps

NIU_I-Mark_1C_RGB_blue.jpg

NIU_I-Mark_1C_RGB_blue.png

NIU_I-Mark_1C_SPOT_294blue.eps

NIU_HORIZ_1C_CMYK_gold.eps

NIU_HORIZ_1C_RGB_gold.jpg

NIU_HORIZ_1C_RGB_gold.png

NIU_HORIZ_1C_SPOT_124gold.eps

NIU_Icon_1C_CMYK_gold.eps

NIU_Icon_1C_RGB_gold.jpg

NIU_Icon_1C_RGB_gold.png

NIU_Icon_1C_SPOT_124gold.eps

NIU_I-Mark_1C_CMYK_gold.eps

NIU_I-Mark_1C_RGB_gold.jpg

NIU_I-Mark_1C_RGB_gold.png

NIU_I-Mark_1C_SPOT_124gold.eps

NIU_HORIZ_1C_CMYK_black.eps

NIU_HORIZ_1C_RGB_black.jpg

NIU_HORIZ_1C_RGB_black.png


NIU_Icon_1C_CMYK_black.eps

NIU_Icon_1C_RGB_black.jpg

NIU_Icon_1C_RGB_black.png


NIU_I-Mark_1C_CMYK_black.eps

NIU_I-Mark_1C_RGB_black.jpg

NIU_I-Mark_1C_RGB_black.png


NIU_HORIZ_1C_CMYK_white.eps


NIU_HORIZ_1C_RGB_white.png

NIU_HORIZ_1C_SPOT_white.eps

NIU_Icon_1C_CMYK_white.eps


NIU_Icon_1C_RGB_white.png

NIU_Icon_1C_SPOT_white.eps

NIU_I-Mark_1C_CMYK_white.eps


NIU_I-Mark_1C_RGB_white.png

NIU_I-Mark_1C_SPOT_white.eps


NIU Logo Office VariationsVariations of the NIU logo with office taglines are provided in horizontal and vertical .eps, .jpg, and .png file formats. These logos are not provided in one-color or spot color variations.

8 DON’T change the name of the office tagline or create new versions.


File Format Applications

.epsThe .eps format is a vector (object-based) resolution-independent format for applications that require high-resolution scalable artwork for reproduction—for example, anything that is press-printed or for large-scale projects such as banners or signage. Files in .eps format can be proportionally scaled (enlarged or reduced) without any degradation in quality or sharpness. They can be directly edited in vector-based drawing programs such as Adobe Illustrator or Corel Draw, and imported into page layout software such as Adobe InDesign. The background of an .eps is transparent—they can be placed on colored backgrounds or photographs. NIU .eps files are supplied in the CMYK and spot color (Pantone) color spaces.

.jpgThe .jpg format is a bitmap (pixel-based) resolution dependent format that is suitable for importing into applications such as Microsoft Word or PowerPoint, and web design applications. (NOTE: Microsoft Office applications will not accept CMYK or spot color files). It can be used for both print products and web- or computer-based products. A .jpg can be proportionally reduced but should never be enlarged very much beyond the size supplied as the quality will degrade quickly. The backgrounds of .jpgs are

not transparent and if placed on a background, a white bounding box will be apparent.

NIU .jpg files are supplied in the RGB color space at a resolution of 300ppi, considered high-resolution at 100% of the size supplied. To use for web applications, the files should be downsampled to a screen resolution of 72ppi using an image editing application such as Adobe Photoshop.

.pngThe .png format is also a bitmap (pixel-based) format that is, for the most part, interchangeable with .jpgs in usage with the exception that .png files have a transparent background. They are also supplied in RGB space.

9 DO use RGB .jpg or .png files in Microsoft Office products.

9 DO enlarge .eps files.

8 DON’T use .eps files in Microsoft Office products.

8 DON’T use .eps files for products that will be displayed on a monitor.

8 DON’T enlarge .jpg or .png files much beyond their originally-supplied size.


8 DON’T stretch vertically

8 DON’T alter fonts 8 DON’T rearrange elements

8 DON’T stretch horizontally

8 DON’T place the logo within a shape

8 DON’T change the colors

8 DON’T add drop shadows

8 DON’T enlarge or reduce any part of the logo

NATIONAL INTELLIGENCEUNIVERSITY

Graphic Identity MisusesIncorrect use of the NIU logo can compromise its integrity and effectiveness. Everyone must carefully monitor the use of the identity to ensure the integrity of the brand. Shown belos is a small—and by no means comprehensive—sample

of possible misuses. To ensure accurate and consistent reproduction of the identity, always use the approved digital artwork. Never alter, add to, delete from, or recreate the NIU graphic identity.

NIU Identity and Branding Usage Guidelines 17035224 ID 04-19

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