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IDENTITY STANDARDS

PO Box 70734 Johnson City, TN 37614-1710 | P 423-439-4211 | F 423-439-4004www.etsu.edu/president

April 29, 2014

Dear students, faculty and staff,

Over two years ago, the university began an extensive review of our overall marketing and branding efforts, and one of the immediate themes that emerged from those conversations centered on our visual identity and the need to bring consistency to the use of our colors and logo. Last fall, we began the process of evaluating a new logo for ETSU. A team held focus groups with students, faculty and staff and presented certain ideas and themes. In reviewing the feedback we received there were mixed feelings about using a campus building or structure to represent ETSU, but what we did hear was a strong sense of pride in the place we call home: East Tennessee.

During the Spring Fling event today, I had the honor of unveiling the new logo for East Tennessee State University. The rollout of this new logo is not intended to be an immediate change. This will be a gradual transition, one that will likely take approximately two years to complete. The mountain logo that has served as our primary logo since the 1980s is an important part of our history and tells the story of who we are as an institution. You may continue to use letterhead, envelopes, business cards and other materials that have the mountain logo, and once your supplies are depleted, you can reorder them with the new logo.

I understand that many of you will have questions regarding the use of this logo. You may send these questions to [email protected]. We also have a web site, www.etsu.edu/identity, which provides information, guidelines and examples on the use of the logo. Please note that this does not replace the traditional ETSU seal.

Again, I thank you in advance for your support of these efforts to bring consistency to our visual

Sincerely yours,

Dr. Brian NolandPresident

Introduction

BRAND PROMISE

To improve the lives of the people of Central Appalachia.

VISION

Developing a world-class environment to enhance student success

and improve the quality of life in the region and beyond.

PERSONALITY

Accomplished

Logical, confident, strong and capable.

Authentic

Accessible, genuine and friendly.

Collaborative

Cooperative and adaptive.

Innovative

Imaginative, creative, passionate and hard working.

Visionary

Inspirational and aspiring.

Transformative

Adventurous, courageous, energetic and brave.

EAST TENNESSEE STATE UNIVERSITY IDENTITY

Introduction

Graphic identity is an outward expression of the personality, values, and goals

of an institution. As a leading university, East Tennessee State University has

local, regional, national, and international audiences. Our logo and related graphics

express our serious commitment to quality as well as the energy and caring that

each of us at the university contributes.

The Identity Standards is the guide to applying our image and identity to the

materials through which we communicate to all our constituencies.

Through consistent application of these standards over time, ETSU will enjoy the

benefits of improved communications, understanding, and competitive positioning

with the publics we dedicate ourselves to serving.

ETSU Identity serves as the central source of information and assistance for all communications purposes, including publications, print, design, website, and media relations. For related information, please contact [email protected].

All advertising, promotional products, publications, and other printed materials must be approved by Identity

Introduction

LOGO USE2.1 The Logo 2.2 Primary Logos 2.3 The Graphic Mark2.4 Size and Spatial Guidelines 2.4 Logo Variations 2.6 Logo Variations – Colleges and Schools2.7 Multiple Units 2.8 Monogram Logos 2.9 Do the Right Thing2.10 Backgrounds Do the Right Thing 2.11 Graphic Mark Do the Right Thing 2.12 Obsolete Logos and Graphics2.13 Tartan2.14 University Seal2.15 Student Organization Logos

COLOR AND TYPOGRAPHY3.1 Logo Typography3.2 Primary Typography3.3 Primary Color Palette 3.4 Secondary Palettes 3.5 Color Usage

STATIONERY AND ADMINISTRATIVE STANDARDS4.1 The Stationery Set 4.2 University Letterhead4.3 College/Departmental Letterhead 4.4 Letter Format 4.5 Envelope 4.6 College/Departmental Envelope 4.7 Business Card 4.8 Business Card Options 4.9 Appointment Card Options4.10 Student Business Card Option4.11 Email/Electronic Signature4.12 Note Card and Envelope4.13 Fax Template4.14 Related Materials Catalog Envelope, Mailing Label

DESIGN STANDARDS5.1 Design Principles 5.2 Logo Placement 5.3 Using Unit Identifiers5.4 Taglines 5.5 Graphic Elements 5.6 Photography5.7 Design Do the Right Thing

PUBLICATIONS AND MEDIA6.1 Publications Small Brochure, Large Brochure6.2 Advertising Small Ad, Large Ad6.3 Digital Media Web Page6.4a Social Media 6.4b Social Media Logo Usage

PROMOTIONAL ITEMS AND APPAREL7.1 Promotional Items and Apparel

T-Shirts/Sweatshirts, Mugs, Lapel Pins, Mouse Pads, Pens, Notebook Covers

MISCELLANEOUS APPLICATIONS8.1 Identification Employee Name Tag, Student/Staff ID Card,

Disposable Name Tags 8.2 Vehicle Identification 8.3 Display Materials Tablecloths, Tents, Lightpole banners8.4 Outdoor Signage 8.5 Indoor Signage 8.6 Patches, Plaques, Embossing

POWERPOINT PRESENTATIONS9.1 ETSU PowerPoint Presentations Templates

GLOSSARY

Table of Contents

East Tennessee State University does not discriminate against students, employees, or applicants for admission or employment on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity/expression, disability, age, status as a protected veteran, genetic information, or any other legally protected class with respect to all employment, programs and activities sponsored by ETSU. The following person has been designated to handle inquiries regarding non-discrimination policies: Special Assistant to the President for Equity and Diversity/Affirmative Action Director, 206 Dossett Hall, 439-4211. ETSU’s policy on non-discrimination can be found at: http://www.etsu.edu/equity/compliance.aspx.

Version: January 2018

Logo Use

2.1 THE LOGO

The official ETSU logo is a representation of both our history and our vision for the future. It is a graphic identity that is representative of our deeply rooted traditions and our longstanding commitment to excellence.

The ETSU logo consists of two elements. The ETSU logo consists of a banner in a traditional style depicting an E with the shape of the state of Tennessee serving as the middle arm of the E.

The second element of the logo is a customized rendering of East Tennessee State University in a modified version of the type font, Rotis Serif. The special design treatment adds character and refinement and renders it unique to the university.

The ETSU logo is at once classic and contemporary, appropriate for an institution respectful of its heritage while being innovative and visionary in its educational mission for the future.

2.2 PRIMARY LOGOS

There are two primary versions of the ETSU logo. One consists of the ETSU logotype and a graphic mark in a stacked format and one in a horizontal format. Both versions are equally acceptable to use, and can be used alone or in combination. Whenever possible, a primary version of the ETSU logo must be used, printed in the specified PMS colors or in a process color conversion of those PMS colors.

ADDITIONAL LOGOS

Additional logos are to be used only in rare cases where due to size or other constraint it would be impossible to use either of the primary logo formats. Every effort should be made to use a primary logo format.

stacked

long stacked

long horizontal

horizontal

Logo Use

PRIMARY LOGO FORMATS

ADDITIONAL LOGO FORMATS

Logo Use

2.3 THE GRAPHIC MARK

The graphic mark was designed to work with the logo or occasionally as a stand-alone graphic. (See 2.7, 2.9 & 2.11 regarding its usage.)

When used as a stand-alone graphic, the mark can appear only in the following specified colors: PMS 123, PMS 282, black, white, a 10 percent screen of black, or 3 percent screen of black when creating a watermark effect.

COLOR

GRAYSCALE

ONE COLOR - BLUE

BLACK & WHITE

LEGEND

PMS 123 PMS 282 Black White

*Boxes represent background colors. Logo not to be placed in box.

Logo Use

MINIMUM CLEAR AREA

When the logo is used in marketing materials together with photography, illustration, or other typography, a minimum amount of clear space must surround the logotype. This space is equivalent to the width of .25".

MINIMUM REPRODUCTION SIZE

The primary horizontal logo with graphic mark may not be reproduced any smaller than 1.5 inches in width.

The primary vertical logotype cannot be reproduced any smaller than 1.125 inches in width.

width of the top of the graphic

1.5"

1.125"

.4375"

.3125"

2.4 SIZE AND SPACIAL GUIDELINES

Logo Use

2.5 LOGO VARIATIONS

The use of the logo has to be more flexible than the standard one-color positive image. These logo variations provide choices for all communication materials that represent the university.

The logo should be either gold on blue background, blue on gold background, or blue and gold on white background. There are circumstances where the logo can appear in solid black or in white.

The graphic E should always be lighter in value than the banner; the banner should always be in black or navy. When placed on a dark background the outside of the banner acts as a bounding box and will blend in with the background color. Do not print the mark in colors other than the PMS 282, PMS 123, black or white.

These variations also apply to the primary logotype and alternate format versions of the logo.

ONE COLOR / BLACK

ONE COLOR

* Rectangles represent background colors. Logo not to be placed in rectangles.

TWO COLOR (PREFERRED) / PMS 282, PMS 123

ON WHITE BACKGROUND ON BLUE BACKGROUND

ON GOLD BACKGROUND

ON GOLD BACKGROUND

ON WHITE BACKGROUND ON BLACK BACKGROUND

ON WHITE BACKGROUND ON BLUE BACKGROUND

Logo Use

2.6 UNIT SIGNATURES

The following logos represent Offices, Colleges, Schools, Divisions, Centers, Museums and Departments that make up ETSU. Department, Office, and Division logos are for internal use only. When producing communications for any of the Colleges and Schools, the complete format of the logo must be used, printed in the specified PMS colors or in a process color conversion of those PMS colors. Unit signatures can be obtained by contacting Identity.

COLLEGE AND SCHOOL

DEPARTMENT/OFFICE

ADMINISTRATIVE DIVISION

CAMPUS-ONLY INSTITUTIONAL ORGANIZATION

CENTER

MUSEUM/FOUNDATION

REECE MUSEUMREECE MUSEUM

Political Science, Internal A�airs and Public Administration

DEPARTMENT OF

HistoryDEPARTMENT OF

STUDENTGOVERNMENT ASSOCIATION

Logo Use

2.7 MULTIPLE UNITS

When listing more than one logo at a time, the university logo should be used and the other, College, School, Department, Office, etc. should be listed next to the logo in Roboto font.

INCORRECT USE

CORRECT USE

College of Clinical and Rehabilitative Health Sciences

College of Public Health

Logo Use

pms 282 blue

black

2.8 MONOGRAM LOGO

The ETSU monogram logo was designed for secondary graphic applications such as campus banners, bags and brand merchandise. The monogram is never a replacement for the primary logo, especially in the case of key external applications, such as admissions materials, the web site and the alumni magazine. If employed on an external application, it may be necessary to include the words "East Tennessee State University" below the monogram so that external audiences can interpret the acronym. It is acceptable to use the following alternate logo format if printed in the specified PMS colors, black, white (knock out), or in a process color conversion of those PMS colors.

Note: Do not attempt to recreate the monogram—graphics will be available through ETSU Identity.

stacked monogram logo horizontal monogram logo

ETSU MONOGRAM LOGO

ETSU MONOGRAM LOGO (OPTION)

Logo Use

2.9 DO THE RIGHT THING

Using the official logo correctly will maintain consistency and respect for the ETSU identity. Please follow the guidelines below. These guidelines also apply to the primary logotype and alternate format versions of the logo.

Do not use more than one College, School, Department, Office, etc. logo in the same space.

Do use the primary form of the logo whenever possible.

Do maintain the minimum clear space and reproduction size specifications (see 2.4).

Do print the two-color version of the logo on a white background when possible.

Do consult this style guide when in question.

DO NOT recreate the logo— digital files are available from the ETSU Identity.

DO NOT alter the composition of the logo. DO NOT separate the banner E from the wordmark.

DO NOT use the reverse of the logo (see logo variations for color options).

DO NOT distort the proportion of the elements of the logo.

DO NOT apply special graphic effects to the logo.

DO NOT print the logo in a color other than those specified in section 2.6.

DO NOT place other graphics on or close to the logo.

CHECK IT OUT!

EAST TENNESSEE STATEU N I V E R S I T Y

CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


Do not incorporate the "Banner E" or the wordmark with the bars into other logos or graphic art. The "Banner E" and the "East Tennessee State University" wordmark should never be separated unless approved by [email protected].

Logo Use

2.10 BACKGROUNDSDO THE RIGHT THING

Using the official logo correctly will maintain consistency and respect for the ETSU identity. Please follow the guidelines below. These guidelines also apply to the primary logotype and alternate format versions of the logo.

Do not use more than one College, School, Department, Office, etc. logo in the same space.

Do use the primary form of the logo whenever possible.

Do maintain the minimum clear space and reproduction size specifications (see 2.4).

Do print the two-color version of the logo on a white background when possible.

Do use the primary logo on a contrasting background color or contrasting geometric background.


CHECK IT OUT!


DO NOT print the logo on a patterned or speckled paper.

DO place the opposite color logo on an opposite color geometric background.

DO place the opposite color logo on an opposite color background.

DO NOT place a logo with the same color text or lines on the same color geometric background.

DO NOT place the logo on a cluttered or busy background.

DO NOT place the logo on a gradient background

DO NOT print the color version of the logo on colored paper—this will change the color of the logo. If you must use a colored paper, choose the black version of the logo.

DO NOT place the logo over a picture.

CHECK IT OUT!


INCORRECT LOGO USE

CORRECT LOGO USE

CHECK IT OUT!


Logo Use

DO NOT use the shape of the graphic mark as a photo frame.

DO NOT distort the proportion of the graphic mark.

DO NOT reverse the symbol. Never use logo with white or gold banner

DO NOT print the color version of the mark on colored paper—this will change the color of the logo. If you must use a colored paper, choose the black version of the logo.

CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


CHECK IT OUT!


DO NOT use special fills, such as gradient fills—the mark must always have a solid color fill.

DO NOT recreate the mark— digital files are available from ETSU Identity.

DO NOT change the colors of the mark.

DO NOT place other graphics on or close to the mark, or alter its meaning by attaching unrelated graphics.

DO NOT modify the individual elements of the graphic mark.

2.11 GRAPHIC MARK DO THE RIGHT THING

Using the graphic mark correctly will maintain consistency and respect for the East Tennessee State University identity. Please follow the guidelines below.

Do use the graphic mark in PMS 282, PMS 123, white, or black.

Do maintain the proper clear space around the mark.

Do print the mark on the preferred white background.


Do not incorporate the "Banner" or "Banner E" into other logos.Do not use the "Banner E" as a stand alone mark unless approved by [email protected].

Logo Use

2.12 OBSOLE TE LOGOS AND GR APHICS

As the university sustains its graphic identity, it is imperative that all communication tools carry the approved East Tennessee State University logo. In putting forth a consistent, recognizable institutional image, it is necessary to eliminate any previously accepted logos and graphics.

The logos to the right are just a few examples of the previously approved designs that are not to be used for any purpose.

OBSOLETE LOGOS / DO NOT USE

Logo Use

2.13 TARTAN

The ETSU Tartan pattern was selected by students, faculty, staff and the local community. The pattern design includes traditional old gold, ETSU gold and two shades of navy blue, contrasted with white. The two golds and two blues add depth to the pattern representing the strengths and traditions at ETSU.

The university’s tartan is registered by the Scottish Register of Tartans, which maintains the database of designs aimed at protecting, promoting and preserving the unique tartan pattern.

As a formal visual element of the university brand, use of the tartan pattern must be approved in advance by [email protected]

Uses for the Tartan Pattern include:

• Formal Invitations

• Licensed Apparel

• Upholstery

Not to be used on signage.

ETSU GOLD

PMS: 123CMYK: C0 M19 Y89 K0RGB: R255 G199 B44HTML: FFC72C

OLD GOLD *

* PMS: 466CMYK: C8 M23 Y52 K15RGB: R198 G170 B118HTML: CC9966

DARK BLUE *

* PMS: 289CMYK: C100 M76 Y12 K70RGB: R12 G35 B64HTML: 003333

MEDIUM BLUE *

* PMS: 295CMYK: C100 M69 Y8 K54RGB: R0 G40 B85HTML: 003366

TARTAN PATTERN

* Colors for Tartan only. Not official school colors.

EAST TENNESSEE STATE UNIVERSITY

EAST TENNESSEE STATE UNIVERSITY

2.14 UNIVERSITY SEAL

The seal is to be used only for official documents and occasions. It must not be used as a casual logo or identity, a design element in recruitment materials or a decorative element. University seal is used for official Presidential business. The seal illustrations shown here are watermarked as examples only and are not intended or authorized for any use. Prepared digital art of the East Tennessee State University seal must be requested.

The seal can appear only in the following specified colors: PMS 282 and PMS 123, PMS 282 and white, PMS 875 Metallic and PMS 282, or 3 percent screen of black when creating a watermark effect.

When using foil, crown 4450 gold gloss pigment should be used.

Uses for the seal include:

• Presidential documents

• Diplomas

• Transcripts

• Watermark

Not to be used as a graphic on promotional items, podiums or tablecloths.

Only the President's Office can use the seal for means other than described above.

METALLIC FOIL (two color)

WATERMARK (two color)

BLUE (one color)BLUE AND GOLD

(two color)

LIMITED-USE SEAL GRAPHICS

Logo Use

2.15 UNIVERSITY STUDENT ORGANIZATIONS

Registered student organizations may either create their own unique logos or request an official logo.

Official logos can be requested by emailing Identity at [email protected]

Official LogosStudent organizations may request a logo that is closely identified with the university’s logo system.

Official student organization logos will follow the approved design and may only be created through Identity. Student organizations may not attempt to replicate an official logo.

Unique LogosStudent organizations are welcome to create their own logos or continue use of existing logos to identify their organization.

Unique logos for student organizations must meet the following standards:

They may not include or incorporate trademarks licensed by East Tennessee State University, including logos, icons, or tagline, without approval from Identity. They may not include any words, symbol, or image that might reflect poorly on East Tennessee State University.

They may include any symbol that identifies with their parent organization (ie: Greek letters, seal, or existing logo), as long as they meet any standards outlined by the parent organization.

Student organizations with unique logos may use their organization logo alongside the university logo, but only according to the standards outlined here.

STUDENT ORGANIZATION LOGOS

Typography and Color

3.1 TYPOGRAPHY

Rotis Serif is the typeface used for the East Tennessee State University logo. The typography in the logo cannot be rearranged or modified in any way. Rotis Sans Serif is used for individual unit logos. Use of these typefaces should be restricted to logo and stationary (i.e., letterhead, business cards, envelopes) use only. To inquire about other uses please contact [email protected]

ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdfghijklmnopqrstuvwxyz &1234567890$@#%*~().,-:;!?/”

ROTIS SANS SERIF

ABCDEFGHIJKLMNOPQRSTUVW XYZabcdfghijklmnopqrstvwxyz &1234567890$@#%*~().,-:;!?/”

ROTIS SERIF


3.2 PRIMARY TYPOGRAPHY

Typography is a powerful tool. When used effectively, the right font commands attention, elicits emotions, and above all, creates a voice. It’s why typography is such an essential component of our brand’s visual identity.

Alternate typeface for correspondenceGeorgia, Arial and Times New Roman, standard on most computers, are acceptable when letters or memos are created in word-processing software and laser-printed on official stationery.

Typography for electronic mediaArial and Helvetica can be used for e-mail and other electronic media, such as PowerPoint presentations. It is most important in electronic media that the chosen typeface is clear, easy to read, and professional looking. Choices for PowerPoint presentations are Arial, Georgia and Times New Roman.

ABCDEFGHIJKLMNOPQRSTUVW XYZabcdfghijklmnopqrstvwxyz &1234567890$@#% ().,-:;!?/”





NORWESTER

ROBOTO

ROBOTO SLAB

ROBOTO CONDENSED

GEORGIA


3.3 PRIMARY COLOR PALETTE

The East Tennessee State University color palette combines the classic blue and gold. Used correctly and consistently, our university colors show institutional pride and school spirit.

The representation of color throughout this guide is not an exact match due to the limitations of the digital reproduction process. For this reason, please refer to a Pantone® swatch book.

PMS: 121 CMYK: C 0 M 8 Y 70 K 0 RGB: R 253 G 215 B 87 HTML: FDD757

PMS: 123 CMYK: C 0 M 19 Y 89 K 0 RGB: R 255 G 199 B 44 HTML: FFC72C

ETSU GOLD

GOLD (UNCOATED ONLY)

PMS: 282 CMYK: C 100 M 90 Y 13 K 68 RGB: R 4 G 30 B 66 HTML: 041E42

ETSU BLUE


3.4 SECONDARY COLOR PALETTES

Some combination of ETSU gold (PMS 123) and blue (PMS 282) should always be used prominently to help build recognition and association with the university. The below colors have been selected as accent colors for the university. Note that these supporting colors are intended to complement but never replace our primary university colors.

ETSU also has complementary, bold, and neutral color palettes available to provide flexibility in the use of color, while promoting a consistent, coordinated appearance in our marketing and communication materials. Use the supporting colors in all media, including print, web and other electronic communications. Formulas for printed materials are included in the table below but may also be obtained from Identity. In most cases, no more than two or three of the supporting colors should be used in your materials. The addition of too many additional colors can dilute your design and mask the primary university colors. Other similar shades of these colors may also be used with consent of Identity.

The representation of color throughout this guide is not an exact match due to the limitations of the digital reproduction process. For this reason, please refer to a Pantone® swatch book, available for viewing at University Relations.

PMS: 424 CMYK: C 30 M 20 Y 19 K 58 RGB: R 112 G 115 B 114 HTML: 707372

PMS: 646 CMYK: C 72 M 31 Y 3 K 12 RGB: R 94 G 138 B 180 HTML: 5E8AB4

PMS: 422 CMYK: C 19 M 12 Y 13 K 34 RGB: R 158 G 162 B 162 HTML: 9EA2A2

PMS: 1205 CMYK: C 0 M 3 Y 43 K 0 RGB: R 248 G 224 B 142 HTML: F8E08E

PMS: 420 CMYK: C 6 M 4 Y 7 K 13 RGB: R 199 G 201 B 199 HTML: C7C9C7

PMS: 576 CMYK: C 54 M 5 Y 94 K 24 RGB: R 120 G 157 B 74 HTML: 789D4A

PMS: 483 CMYK: C 21 M 80 Y 81 K 69 RGB: R 101 G 48 B 36 HTML: 653024

PMS: 466 CMYK: C 8 M 23 Y 52 K 15 RGB: R 198 G 170 B 118 HTML: C6AA76

PMS: 404 CMYK: C 20 M 25 Y 30 K 59 RGB: R 119 G 110 B 100 HTML: 776E64

PMS: 300 CMYK: C 99 M 50 Y 0 K 0 RGB: R 0 G 94 B 184 HTML: 005EB8

PMS: 7529 CMYK: C 7 M 14 Y 20 K 22 RGB: R 183 G 169 B 154 HTML: B7A99A

PMS: 187 CMYK: C 7 M 100 Y 82 K 26 RGB: R 166 G 25 B 48 HTML: A6192E

PMS: Warm Grey 1 CMYK: C 3 M 3 Y 6 K 7 RGB: R 215 G 210 B 203 HTML: D7D2CB

PMS: 349 CMYK: C 90 M 12 Y 95 K 40 RGB: R 4 G 106 B 56 HTML: 046A38

NEUTRAL

COMPLEMENTARY BOLD


3.5 COLOR USAGE

To consistently achieve the right balance of color throughout our communications, refer to the color wheel for proper proportions. It’s not a precise mathematical system, but this chart should provide an idea of relative use.

Instantly recognizable as East Tennessee State University, our core colors should dominate all communications, including:

Publication CoversWebsite pagesBillboardsDigital and print advertisementsFormal invitationsRecruitment materials

Our neutral palette is a perfect complement to our primary colors, and can also appear separate from the primary palette in specific instances, including:

Non-recruitment materialsInternal communications Interior pages of university publications (including brochures and magazines)

Our complementary and bold palettes add balance and flexibility to our communications, while keeping the brand fresh for internal audiences. They are generally intended to accent our primary palette, and should only appear separate from ETSU’s gold and blue in particular communications, such as:

Non-recruitment materialsInterior pages of publicationsInternal communications

COLOR PROPORTION

NEUTRAL

BOLDCOMPLIMENTARY

ETSU BLUE

ETSU GOLD

Stationery Standards

PO Box 70000Johnson City, TN 37614

P 423-439-0000 F 423-439-1000

etsu.edu

Department Name

4.1 THE STATIONERY SET

Stationery plays an important role in representing the university. Adhering to the guidelines in this manual will help the university maintain a consistent image. The following pages contain diagrams to aid in the production of these three pieces.

Your NameTitleDepartment ofCollege ofEast Tennessee State University


P 423-439-0000 C 423-000-0000F [email protected]

Department of PO Box 70000 Johnson City, TN 37614-1700

BUSINESS CARD / ENVELOPE / LETTERHEAD


P 423-439-0000 F 423-439-1000

etsu.edu

Department Name


SIZE8.5 x 11

PAPER25% cotton recycled bright white 24#

PRINTING INKSPMS 282 and PMS 121

ADDRESS INFORMATION (HORIZONTAL)9 pt. Rotis Sans Pro right justified

OFFICE OR DEPARTMENT TITLE (HORIZONTAL) (if applicable)11 pt. Rotis Serifalign with E in EAST

ADDRESS INFORMATION (CENTERED)9 pt. Rotis Sans Pro centered

OFFICE OR DEPARTMENT TITLE (CENTERED) (if applicable)11 pt. Rotis Serifcentered

4.2 UNIVERSITY LETTERHEAD

The logo is to be positioned as shown and printed in two colors. Any copy or address line should line up as specified below. It is not permissible to personalize the ETSU letterhead.

If producing letterhead through a commerical printer, please use the specifications below.

Letterhead and envelopes must be ordered through Identity. Please email [email protected].

Electronic letterhead may be downloaded at www.etsu.edu/identity.

LETTERHEAD

.8” 3.678’’

3.678’’

.8”

.8”

.5”

.8’’

Department ofPO Box 70000 Johnson City, TN 37614-1700 | P 423-439-1000 | F 423-439-0000 | etsu.edu

.5” .5”

.8” 3.678’’



P 423-439-5328 F 423-439-1000

Department of Computing

.8’’ 3.678’’ .8’’

.5’’

10’’

.5’’

.5’’

.8’’

1.25’’

4.3 COLLEGE/DEPARTMENTAL LETTERHEADLetterhead and envelopes must be ordered through ETSU Identity. The university logo and all college/school logos may be used on letterhead. Department logos may not be used on letterhead.

Please email [email protected] with questions.

DEPARTMENT TITLE11 pt. Rotis Serifalign with E in EAST

ADDRESS INFORMATION9 pt. Rotis Sans Pro Centered

Department of ComputingPO Box 70711 Johnson City, TN 37614-1710 | P 423-439-5328 | F 423-439-7119 | etsu.edu

DEPARTMENTAL LETTERHEAD

.8’’ 3.678’’ 3.678’’ .8’’

.5’’

10’’

.5’’

.5’’

.8’’



P 423-439-0000 F 423-439-1000

etsu.edu

Department Name

2.125’’

1’’

MARGINSTop: 2.125 inchesBottom: 1 inchLeft: 1 inchRight: 1 inch

FONT SIZE12 point, flush left

LEADINGsingle-space

1’’

January 1, 2014¶¶¶Mr. Joe SmithExecutive Assistant to the Presidentfor University RelationsETSU300 Dossett HallJohnson City, TN 37614¶Dear Joe:¶This letter exemplifies the standard format for a letter written in block style. To present an appealing, well-balanced appearance, adjust the position of the date, inside address, and margins according to the length of the letter.¶Begin the letter by typing the date, flush with the left margin. Return four times and type the inside address, which should be identical to the mailing address to be used on the envelope. Return twice and type the salutation. If you do not know the name of the addressee, then address the letter to the recipient’s professional position, e.g., “Dear Director of Human Resources,” “Dear Customer Ser-vice Representative.” Always use a colon after the salutation.¶Double space after the salutation and single space each paragraph, double spacing between paragraphs. Do not indent the paragraphs and do not justify the right margin. After the final paragraph, double space and type the complimentary close. Return four times before typing your full name. Return once and type your title. If you do not have a title, return five times before typing your name.¶Sincerely yours,¶(signature)¶Jennifer N. ClementsDirector of Marketing¶JNC: wbEnclosure¶cc: Dr. Brian Noland

4.4 LETTER FORMAT

The guidelines written in the sample letter below are for laser printing correspondence on the institutional letterhead. A copy of the digital template has been created specifically for this purpose and can be downloaded at

www.etsu.edu/identity.

SAMPLE LETTER


Department of PO Box 70000 Johnson City, TN 37614-1700

4.5 ENVELOPE

The logo is to be positioned as shown and printed in one color: PMS 282 or in black. For an additional charge envelopes may be printed in two colors: PMS 282 and PMS 121.

Any copy or address line should line up as specified here.


ENVELOPE STYLE#10 Official

SIZE9.5 x 4.125 inches

PAPERWhite wove 24#

PRINTING INKPMS 282

TYPOGRAPHY10 pt. Rotis Sans Serif 11 pts. leading align with E in EAST

.3125’’ 2.25’’

.25’’

.6875’’

For postal purposes no text should

extend below 1.25"

from top edge of

envelope

SAMPLE ENVELOPE


Department of ComputingPO Box 70711 Johnson City, TN 37614-1710

COLLEGE ofBUSINESS & TECHNOLOGY

.3125’’ 2.25’’

.25’’

.6875’’

For postal purposes no text should

extend below 1.25"

from top edge of

envelope

4.6 COLLEGE/DEPARTMENTAL ENVELOPE

The logo is to be positioned as shown and printed in one color: PMS 282 or in black. For an additional charge envelopes may be printed in two colors: PMS 282 and PMS 121. Any copy or address line should line up as specified below.

Only the university or college logos can be used on envelopes.


ENVELOPE STYLE#10 Official

SIZE9.5 x 4.125 inches

PAPERWhite wove 24#

PRINTING INKPMS 282

TYPOGRAPHY10 pt. Rotis Sans Serif 11 pts. leading align with E in EAST

SAMPLE ENVELOPE





4.7 BUSINESS CARD

The standard East Tennessee State University business card is 3.5 inches by 2 inches in a horizontal orientation. The logo is to be positioned as shown and printed in two colors: PMS 282 and PMS 123. The individual name and related information will be printed in PMS 282 to the specifications below.

Business cards must be ordered through eBucs UPS Punchout. Please email [email protected].

.25’’ 1.625’’

.25’’

.625’’

BUSINESS CARD SIZE3.5 x 2 inches

PAPER80# white matte cover

PRINTING INKPMS 282, PMS 123

TYPOGRAPHYname: 11 pt. Rotis Sans Serif Bold title: 8 pt. Rotis Sans Serif Italic department: 8 pt. Rotis Sans Serif Regularuniversity: 8 pt. Rotis Sans Serif Regular 9 pts. leadingaddresses: 8 pt. Rotis Sans Serif Regular 9 pts. leadingphone: 8 pt. Rotis Sans Serif Regularfax: 8 pt. Rotis Sans Serif Regularemail: 8 pt. Rotis Sans Serif Regularwebsite: 8 pt. Rotis Sans Serif Regular

1.39’’

BUSINESS CARD




4.8 BUSINESS CARD OPTIONS

The East Tennessee State University business card has multiple color options. Choose from White, Blue or Gold front and White, Blue or Gold back printing colors as shown.

Business cards are for use by university employees only.

Business cards must be ordered through eBucs UPS Punchout. Please email [email protected].

blue front

blue back

gold front

gold back

white front

white back







BUSINESS CARD TWO-COLOR FRONT

BUSINESS CARD TWO-COLOR BACK


If unable to keep this appointment kindly give 24 hours notice.

_____________________________________ has an appointment

Date: ______________________ Time: _____________ AM/PM

With Dr. ___________________________________________

Street AddressCity, State Zip

PLEASE CALL 423-000-0000 TO CANCEL

OPTIONAL- TWO SIDED

4.9 APPOINTMENT CARD OPTIONS

The East Tennessee State University appointment card has several options depending on practice needs. Appointment cards are not to be used as business cards.

Appointment cards must be ordered through eBucs UPS Punchout. Please email [email protected].

PROGRAM OR SERVICE NAMEAPPOINTMENT

Date: ___________________________________

Time: ___________________________________

This time is reserved exclusively for you. Please call if you are unable to make your appointment. Thank you!

front

back

Your NameProgram or Service Name

Center for Community Outreach and Family Services 815 N Broadway, Knoxville, TN 37917

P: 000-000-0000 F: 000-000-0000 Email: [email protected]

STANDARD


Your NameStudent

College and/or Major

P: 000-000-0000 C: 000-000-0000 Email: [email protected]

BUSINESS CARD TWO-COLOR OPTION

BUSINESS CARD ONE-COLOR OPTION

4.10 STUDENT BUSINESS CARD OPTIONS

Student business cards should be in the design shown below and must be clearly marked "student". As with the main East Tennessee State University business cards, there are multiple color options. Choose from White, Blue or Gold printing colors as shown.

Only employees of the university may use university trademarked logos for business cards as specified in 3.8 Faculty/Staff Business Card Options.

Business cards must be ordered through ETSU Identity. Please email [email protected].

blue

gold

Your NameStudent



white

Your NameStudent




4.11 EMAIL / ELECTRONIC SIGNATURE

Since email has become the most widely used form of written communication, it plays as important a role as standard stationery in representing the university. ETSU signatures should only be used by employees of ETSU.

University, College, Department, Museum, Center logos may be used for email/electronic signatures.

If you need graphics or have questions please call Identity. Please email [email protected].

TYPOGRAPHYname: 10 pt. Arial Bold title: 9 pt. Arial Regularcontact info: 9 pt. Arial Regulardescriptors: 6 pt. Arial Bold

Employee NameJob TitleDepartment

P 000-000-0000 C 000-000-0000 [email protected]

Address Line • Johnson City, TN 37614 • www.etsu.edu


P 000-000-0000 C [email protected]



P 000-000-0000 C [email protected]


ELECTRONIC SIGNATURE


Department of Biostatistics & Epidemiology PO Box 70623 Johnson City, TN 37614-1709

4.12 NOTE CARD AND ENVELOPE

The note card is printed in two colors (PMS 282 and PMS 121) on one side, blank inside. A coordinating white envelope completes the set. Color options are shown below. Please contact [email protected] for more information.

NOTE CARD SIZEFlat: 5.5 x 8.5 inchesFinished: 5.5 x 4.25 inches

PAPER25% cotton recycled bright white24#

PRINTING INKSPMS 282 and PMS 121 (Use PMS 123 for coated paper)

TEXT ON BACK16 pt. Rotis Serif Regular, 19.2 pts. leading

ENVELOPE STYLEA-2 Square-Flap

SIZE5.75 x 4.375

PAPERWhite wove 24#

PRINTING INKSPMS 282

TYPOGRAPHY11 pt. Rotis Sans Serif centered under logo

NOTE CARD AND ENVELOPE

Undergraduate Programs

.3125’’ 2.25’’

1.3125

.625’’

.25’’

.6875’’

3.5

4.25’’Department of

Biostatistics and Epidemiology

Department of Biostatistics and Epidemiology

Department of Biostatistics and Epidemiology

.75’’ 5.5’’

For postal purposes no text should extend below 1.25" from top

edge of envelope


4.13 FAX TEMPLATE

Downloadable templates are available at www.etsu.edu/identity

Date: ___________________Total Pages (including this cover page): ________

To: _____________________________________________________________

Attention: ________________________________________________________

From: __________________________________________________________

Message: _______________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

________________________________________________________________


P 423-439-0000 F 423-439-1000

Department Name

FAX COVER SHEET

ETSU.EDU

FAX TEMPLATE


4.14 RELATED MATERIALS

Other materials that complement the stationery set are the catalog envelope and the mailing label. Follow the guidelines below for consistent results.

ENVELOPE STYLE12 1/2 Catalog

SIZE12 x 9 inches

PAPERstandard white wove

PRINTING INKSPMS 282

LABEL STYLELaser printer labels #5164

SIZE4 x 3.33 inches

PAPERwhite, crack-n-peel

PRINTING INKSPMS 282, PMS 123 and black or black version of the primary logo

MAILING LABEL

PO Box 70000, Johnson City, TN 37614

Office of Admissions PO Box 70731Johnson City, TN 37614-1710

CATALOG ENVELOPE


Design Standards

5.1 DESIGN PRINCIPLES

Use of negative spaceNegative space (commonly referred to as white space) is the often-overlooked design element that allows a layout to breathe. When successfully utilized, it gives your eye somewhere to rest — allowing the audience to engage with the content in an orderly, comfortable fashion.

Proper hierarchyProper hierarchy describes how written content is laid out on the page. Specific point sizes and line breaks should be considered based on how you’d like your audience to digest the messaging. Generally speaking: headline first, body copy second.

Customer-Focused copyWrite from the audience’s perspective. Give them something to relate to. Tell them a story — even if it’s a three-line story — and put them at the center of it.

Clear Call to Action

Give the audience somewhere to go or someone to contact. Be clear about their next step.

Compelling photographyUtilize images that are emotionally resonant. Photography should be evocative and thought-provoking. Our photos should embody the personality of our brand.

Essential brandingIt’s important to brand all communication and marketing material with the proper ETSU logo. Every communication is a branding opportunity. Make the most of it.

TOWARDDISCOVERY

WHERE WILL YOUR FOOTPRINTS LEAD?

At ETSU, we educate the healthcare workforce of tomorrow.

Discover 35 innovative degree programs available through the

Academic Health Sciences Center. Our graduates are prepared

to work in a collaborative healthcare environment to provide

the most comprehensive and efficient care possible.

Learn more at etsu.edu/footprints or #etsufootprints

NEGATIVE SPACE

COMPELLINGPHOTOGRAPHY

PROPERHIERARCHY

ESSENTIALBRANDING

CUSTOMER-FOCUSED COPY

CLEAR CALL TO ACTION

Design Standards

5.2 LOGO PLACEMENT

Logo placement is important, especially when paired with a unit identifier.

Appropriate placements for each logo configuration are illustrated below. Although there is flexibility for alignment within these areas, the placements shown are optimal. The highlighted quadrants show the preferred position for each configuration.

These placements also apply to logo variations for offices, colleges and departments (see 2.8).

STACKED LOGO

HORIZONTAL LOGO

preferredplacement

preferredplacement

preferredplacement

preferredplacement

5.3 USING UNIT IDENTIFIERS

Whenever possible, the primary ETSU logo should be used for all off-campus materials. Units should be identified in text elsewhere on the material. This allows for greater visibility for the department along with greater visibility of ETSU as a unified brand. In some cases, a unit identifier must be used. Depending on size and material identity has multiple options for displaying unit identifiers. Please email [email protected] to determine the best solution for your specific use.

EXAMPLES

Political Science,International A�airs andPublic Administration

DEPARTMENT OF

MASTER OFPUBLIC ADMINISTRATION

PROGRAM

INFLUENCE • MANAGE • ADVOCATE

EAST TENNESSEE STATE UNIVERSITY’S

CORE COURSE REQUIREMENTSPMGT 5100 Introduction to Public Administration PMGT 5120 Public Personnel Management PMGT 5140 Public Organization TheoryPMGT 5160 Public Budgeting and Finance PMGT 5180 Quantitative Inquiry & Policy Analysis for Public Managers PMGT 5200 Legal and Ethical Considerations in Public Administration

LOCAL GOVERNMENT MANAGEMENTPMGT 5500 City Management Profession PMGT 5520 Urban Government PMGT 5400 Legal Considerations in Local GovernmentPMGT 5240 Seminar in Public Management

ECONOMIC PLANNING AND DEVELOPMENT

INTERNSHIP

CAPSTONE

PMGT 5340 Economic Development Planning PMGT 5310 GIS for Planning and DevelopmentPMGT 5320 Transportation Planning and DevelopmentPMGT 5637 Local and Regional Planning

PMGT 5800 Public Management Internship OR PMGT 5820 Public Administration Consultantship

PMGT 5840 Public Management Report ORTwo additional MPA courses

PMGT 5280 Seminar in Public Risk ManagementPMGT 5750 Public Sector Financial Management PMGT 5300 Non-Profit Resource Development 3 Credit Hour Guided Elective

NON-PROFIT AND PUBLIC FINANCIAL MANAGEMENT

COURSEREQUIREMENTS

Dr. David Briley, Associate Professor and Director, MPADepartment Of Political Science, International

Affairs and Public Administration423-439–6697 | [email protected]

P.O Box 70651301 Rogers-Stout Hall

Johnson City, TN 37614-1702

CONTACT

“ETSU’s MPA program has really prepared me for a successful career in local government management; a career in three different cities, each with a distinct set

of challenges, over the past thirty years…”—Charles Stahl, Assistant City Manager of Johnson City, TN

“ETSU’s MPA program has prepared me for a significant role in local government. It has given me a

comprehensive understanding of all facets of City Management that allows me to take a seat at the

management table with other city leaders…[the MPA degree] has proven successful for my career.”

—Blaine Wade, Police Chief, Bristol, TN

WHAT ALUMNI ARE SAYING...

ETSU is an AA/EEO employer. ETSU-CAS-0036-18 100

Certificate in Clinical Alcohol & Drug AbuseCounseling Studies

(CCADACS)

Department of Social WorkDr. Dorothy Greene

[email protected]

www.etsu.edu/crhs/socialwork/ccadacs.php

CONTACT

COURSESSOWK 5367* Seminar in Alcohol and Other Drugs

SOWK 5368 Clinical Practice in Addiction Treatment and Prevention

SOWK 5369 Science of Addiction for Behavioral Health Professionals

SOWK 5370 Cultural Humility in Addiction Treatment and Prevention*prerequisite

November 15for Spring admission

April 15for Summer admission

May 15for Fall admission

APPLICATION DEADLINES(if space allows)

Graduate Applicationwww.etsu.edu/gradstud/default

CCADACS Website www.etsu.edu/crhs/socialwork/ccadacs.php

DEPARTMENTOF SOCIAL WORK

ETSU is an AA/EEO employer. ETSU-CCRHS-0006-18 500

Office of Veterans [email protected] | 423-439-7161www.etsu.edu/veterans

YOUR FUTURE STARTS HERE!

140 Degree Programs30 Programs 100% Online

Shawn WingerterMarine Corps veteran

5.4 USING TAGLINES

Within higher education, it can be difficult to develop a truly unique tagline that avoids clichéd ideas and structures. (There are only so many words to use within a tagline, and higher education departments often use the same words over and over again.) Taglines can also detract from the master brand and sub-brands, adding an additional message without strong value or deeper meaning.

While we encourage units to avoid the use of taglines, we know that many feel strongly about using them. For units that continue to do so, a tagline should never be locked up with the ETSU logo, or unit signaturess. It should instead be a separate element that is placed on its own, adhering to the clear space rules. Locking it up with the logo reduces the prominence and weight we want the logo to carry.

STACKED LOGO

HORIZONTAL LOGO

preferredplacement

preferredplacement

tagline

tagline

Design Standards

5.5 DESIGN ELEMENTS

These design elements are the creative tools and visual assets that bring East Tennessee State University’s brand to life. Repeated use of these elements creates consistency across all our varied forms of communication.

Geometric Backgrounds

Geometric backgrounds help create variation and interest when using large sections of blue or gold, or when needing to use multiple color backgrounds on the same page. Use of these geometric backgrounds is especially important to create interest and consistency in recruitment materials.

Please contact Identity if you need either of these backgrounds. email [email protected]

Bold Angles

The use of bold angles also helps to create interest, movement and consistency across our materials. These diagonal lines help show our consistent pursuit of progress.

GEOMETRIC BACKGROUNDS

BOLD ANGLES

12

Admissions 423-439-4213 or 1-800-GO2-ETSU admissions.etsu.edu

Financial Aid 423-439-4300 etsu.edu/finaid

Scholarships 423-439-7094 etsu.edu/scholarships

Housing and Residence Life 423-439-4446 etsu.edu/housing

Disability Services 423-439-8346 TDD/Voice 423-439-8370 etsu.edu/students/ds

Health Services 423-439-4225 etsu.edu/nursing/shserv

Athletics 423-439-4343 etsubucs.com

quick links & contact info

APPLY FOR ADMISSIONYou can apply to ETSU any time after completing your junior year of high school.

• Complete the online application and submit the $25 application fee. admissions.etsu.edu/apply

• Submit your official high school transcripts reflecting final junior year grades

• Submit your ACT or SAT score

The average enrolling ETSU student has a 3.5 GPA and 23 ACT. First-year applicants must have a minimum 2.3 GPA or a 19 ACT/980 SAT, and the following high school coursework:

In-state and border county residents should apply by December 15th to be considered for automatic Academic Performance Scholarships.

APPLY FOR

SCHOLARSHIPS & AID AVAILABLEAttending college is an investment in your future. Get the most value at ETSU, where 87 percent of students receive some type of financial assistance. ETSU offers federal, state and institutional funding, plus grants, loans and student work programs.

The Scholarship Office and Office of Financial Aid are available to help make college affordable for you. Complete the Free Application for Federal Student Aid (FAFSA) as soon as possible after October 1. ETSU’s FAFSA code is 003487. etsu.edu/finaid

The application for general university scholarships is available online from October 1 to March 1. etsu.edu/scholarships

Subject Area

English

Algebra I and II

Geometry or other advanced math

Natural/Physical Science including at least 1 unit, with lab, of biology, chemistry, or physics

Social Studies, including one of the following: world history, world geography, ancient history, European history, or modern history

United States History

A single foreign language

Visual or Performing Arts

Units

4

2

2

3

1

1

2

1

ATTEND ORIENTATION & PREVIEWOnce you’re admitted to ETSU, you’ll receive an email invitation to attend new student orientation, where you’ll work with your academic advisor to register for classes and begin planning your four-year path to graduation.

Check BucPath to see the events and milestones on your timeline, starting with your senior year of high school.etsu.edu/students/bucpath

Kick off your college experience by attending Preview before classes begin. Preview is a special opportunity to make you feel at home at ETSU. You’ll get to move into your residence hall early and immediately begin making friends and getting involved in student organizations during this event-filled weekend.etsu.edu/orientation

BE A BUC!

TOWARDDISCOVERY


At ETSU, we educate the healthcare workforce of tomorrow.

Discover 35 innovative degree programs available through the

Academic Health Sciences Center. Our graduates are prepared

to work in a collaborative healthcare environment to provide

the most comprehensive and efficient care possible.

Learn more at etsu.edu/footprints or #etsufootprints

APPLICATION DEADLINES AND STARTING TERMSIn general, the School of Graduate Studies admits students on a continuous basis, with preferred deadlines of June 1 for fall semester, November 1 for spring semester, and March 15 for summer term. International students should follow the calendar listed in the Admission of International Students section of the graduate catalog. Many programs have earlier application deadlines and may admit students only once per year. Please consult the graduate catalog or contact the appropriate graduate coordinator for the exact deadlines and available starting terms. Early application is encouraged, particularly if you are interested in a graduate assistantship or tuition scholarship.

ADMISSION REQUIREMENTSFor admission to the School of Graduate Studies, a minimum 2.5 undergraduate GPA (on a 4.0 scale) is required. International applicants must have an undergraduate GPA of at least a 3.0 (on a 4.0 scale), or equivalent. Some programs have higher GPA requirements and require additional application materials. Additionally, all applicants must provide the following:

• A bachelor’s degree from a regionally accredited institution. Degrees from non-accredited institutions will be evaluated on an individual basis.

• A completed application.

• A non-refundable application fee.

• A personal essay of 150-300 words, detailing the applicant’s interest in a graduate program at ETSU.

• Oneofficialtranscriptfromeverycollegeoruniversitywherethe applicant has taken courses.

Specialist, doctoral, and international applicants are subject to additionalspecificrequirementsandshouldrefertotheappropriatesections of the graduate catalog, which is available at the School of Graduate Studies website.

ADMISSION TO GRADUATE STUDIES

ETSU is an AA/EEO employer. Designed by ETSU University Relations. ETSU-125-16 1M

Office of Veterans [email protected] 423-439-6819www.etsu.edu/veterans

Apply Your Service to a College Career Path!140 Degree Programs | 30 Programs 100% Online

5.6 PHOTOGRAPHY

Photography is one of the best opportunities to convey the personality of East Tennessee State University. A good image becomes the opening sentence of your story, grabs people’s attention and ingrains itself into a person’s memory.

Good photography evokes emotions and reactions before anything is even said.

Getting a good image requires careful planning, execution and selection.

Photography should spotlight our people, our places and Bucs in action. It is clean, compelling and real, and the subject is always the hero — the primary focal point, caught in a moment that resonates with the viewer.

The photos that say the most about our university are often the ones that show the amazing things people at ETSU do. Action shots need not be flawless, but they should be compelling. Add action to your photo by showing motion and expression, or indicating out-of-frame activity. Most importantly, strive to convey the passion and emotion of your subject.

Design Standards

5.7 DESIGN DO THE RIGHT THING

East Tennessee State University’s visual brand is focused on highlighting people, using bold colors and bold angles. Gradients, faded images, and cutouts do not fit within that visual strategy. As a public instituion we also want to focus on readability for our text and ensure that there is adequate contrast. In most cases text should be used over solid colors or white.

Design Standards

EXAMPLES / DO NOT USE

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Reiusapiet etur, iumquist, omnimil es accupti cusandi stiurenimus eatur abore ea

eaque minihil et incietur aut ut fugit optaectiant veliquam archillendit

exerum quo doluptatiam eatqui dolorec uptaeptur solut perem etur solorerro ommodic tem recto miliciur simus, sit hil ium aut atis sequat volest, quos et, totam alique volendis sit ex etur? Ed exceatat

evelicit faccaes dolorep erundae ese ne rese labo. Borepudit que

eatesteFeruptatur, omnihil lacculpa pa volutempor sin commolecum et ratatur ehentur rem hiciasped que

vidunt fuga. Itat quaecae. Istiistor as erchiti odipit dessit ullis et peritate sitae nem sunt,

DO NOT use faded images with overlayed text.

DO NOT use cut-out images or wrapped text.

DO NOT use gradient backgrounds

Reiusapiet etur, iumquist, omnimil es accupti cusandi stiurenimus eatur abore ea eaque mini-hil et incietur aut ut fugit optaectiant veliquam archil-lendit exerum quo doluptatiam eatqui dolorec uptaeptur solut perem etur solorerro ommodic tem recto miliciur simus, sit hil ium aut atis sequat volest, quos et, totam

Publications and Media

6.1 PUBLICATIONS

The primary logo is the standard for publications. It can be used in various places on publications, in full color, or in a reverse format on a solid field (see logo variations for guidelines). See Section 3.3 for approved typefaces, alternate fonts may be used for publications and must be approved by Identity prior to use. Please email [email protected].

In order to best represent ETSU the main university colors of blue (PMS 282) and gold (PMS 123) should be the predominant colors in your layout. Suggested colors that complement ETSU’s blue and gold may be found in section 3.4, but should only be used as accent colors in your design.

All brochures shall display the official university logo or college logo on the front. Department specific logos can be included with the contact information.

All publications created for recruitment purposes should be coordinated with Identity. Please contact [email protected] before beginning design process.

PUBLICATION EXAMPLES

Office of Financial Aid

www.etsu.edu/finaid

[email protected] | 423-439-4300Burgin Dossett Hall, Room 105P.O. Box 70722, Johnson City, TN 37614

Additional Resources

Free Application for Federal Student Aid (FAFSA)www.fafsa.gov | 1-800-433-3243

Tennessee Student Assistance Corporationwww.tn.gov/collegepays | 1-800-342-1663

• Lottery• Scholarships• Grants• TN ReConnect• Loan Forgiveness• Student Portal• Financial Literacy

Direct Loan Programwww.studentloans.gov | 1-800-557-7394

National Student Loan Data Systemwww.nslds.ed.gov | 1-800-433-3243

ETSU Scholarship Office

P.O. Box 70557Johnson City, TN 37614-1707www.etsu.edu/scholarships | [email protected]

East Tennessee State University does not discriminate against students, employees, or applicants for admission or employment on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity/expression, disability, age, status as a protected veteran, genetic information, or any other legally protected class with respect to all employment, programs, and activities sponsored by ETSU. The following person has been designated to handle inquiries regarding non-discrimination policies: Special Assistant to the President for Equity and Diversity/Affirmative Action Director, 206 Burgin Dossett Hall, 423-439-4211. ETSU’s policy on non-discrimination can be found at: http://www.etsu.edu/equity/compliance.aspx. Designed by ETSU University Relations. ETSU-078-17 3M

FINANCIAL AID

College is expensive. Paying for it can be tough.

We get it. And we in the ETSU Office of Financial Aid want to help. Over 89 percent of East Tennessee State University students use some form of financial aid from federal, state or private sources to help with the costs associated with tuition, fees, housing, books and other college expenses. Our counselors are available to assist you in navigating the FAFSA process to secure financial aid funds for which you qualify.

Apply now for the lottery scholarship program by completing the FAFSA! Deadlines to have FAFSA processed for lottery:

• September 1 for Fall term

• February 1 for Spring and Summer terms

• June 30 ETSU deadline for lottery payments to be processed for current aid year

“College can be an exciting experience, but it can also be one of questions and confusion. Thankfully, the Office of Financial Aid, with its flexible hours and availability of walk-in counselors, has been able to assist me throughout my years at ETSU and made my time here that much more enjoyable.”

- Anthony Johnson

ETSU Celebrates Creative Writing

First Annual

Tuesday, April 1210:00 a.m. Welcome and Introduction, with Dr. Bert C. Bach; Poet-in-

Residence Reading with Jesse Graves and Don Johnson; Winners of Mockingbird Awards

11:15 a.m. Lunch Reception and Mockingbird Release12:30-1:30 p.m. Fiction Writing Workshop,

“When Fake is More Real than Real,” with Robert Gipe1:45-2:45 p.m. Poetry Writing Workshop, “The House That Fear Built:

Writing the Poems That Scare You Most,” with Stephanie Pruitt3:00-3:45 p.m. “Meet Your Professors,” with Mark Baumgartner, Jesse Graves, Kevin O’Donnell, Katherine Weiss, Daniel Westover4:00-5:00 p.m. Fiction and Poetry Reading, with Robert Gipe and Stephanie Pruitt

All Tuesday and Wednesday Daytime Events in Reece Museum

East Tennessee State University does not discriminate against students, employees, or applicants for admission or employment on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity/expression, disability, age, status as a protected veteran, genetic information, or any other legally protected class with respect to all employment, programs and activities sponsored by ETSU. The following person has been designated to handle inquiries regarding non-discrimination policies: Special Assistant to the President for Equity and Diversity/Affirmative Action Director, 206 Dossett Hall, 439-4211. ETSU’s policy on non-discrimination can be found at: http://www.etsu.edu/equity/compliance.aspx. Designed by ETSU Printing and Publications. TBR 130-111-15 .55M

Tuesday, April 12 8:00 p.m.

Willow Tree, $5.00An Evening of

Poetry and Music, with Jesse Graves and

R. B. Morris

Wednesday, April 1310:00-11:15 a.m. Songwriting Panel,

with Michael Cody, Dana Gillian, R. B. Morris, Ed Snodderly

11:30 a.m.-12:30 p.m. Stephanie Pruitt Presentation: “No Starving Artist: Crafting a Life and Living With Your Art”

1:30-2:30 p.m. Robert Gipe Presentation: “Children Don’t Play to Win”

2:45-3:45 p.m. New Creative Writing by ETSU Authors, with Thomas Burton, Catherine Pritchard Childress, Scott Honeycutt, Fred Waage

4:00-5:00 p.m. Jeff Daniel Marion: Poet on the Holston, with Jesse Graves, Thomas Alan Holmes, Ernest Lee, Featuring Jeff Daniel Marion

Wednesday, April 13 Ball Hall Auditorium

7:00 p.m.4th Annual Jack Higgs Memorial Reading, Lisa

Alther Reading, and Q&A with Audience

8:00 p.m. Closing Reception,

Lisa Alther Book signing, Mockingbird Distribution

Spring 2016


6.2 ADVERTISING

Most ads are printed in one color (black) in magazines or newspapers. For black-and-white ads, the preferred logo format is one color (black). For full-color ads, the primary logo converted to process color is the optimum choice.

Ads should contain address and contact information of the university and/or department. The ETSU web address must always appear on print ads.

Billboards should be clear, concise and to the point using as few words as possible, with a strong visual element. A web address should also be included. The East Tennessee State University horizontal logo should comprise 1/3 to 1/2 of the vertical space on the billboard to ensure readability. Text should display at a minimum of 18 inches at final size.

As with all ads, the idea is to catch attention. A strong typeface will do just that. A good sans serif would be Arial Bold. Georgia is an approved typeface for the body text in advertisements. Alternate fonts may be used for advertisements, but must be approved by Identity prior to use. Please email [email protected].

PRINT ADVERTISEMENT

BILLBOARD ADVERTISEMENT

ONLINE ADVERTISEMENT

TOWARD ADVENTURE.

OUR FOOTPRINTS LEAD


etsu.edu/footprints ❘ 1-800-GO2-ETSU ❘ #ETSUfootprints

Apply Your Service to a College Career Path!140 Degree Programs | 30 Programs 100% Online

Office of Veterans [email protected]

423-439-6819www.etsu.edu/veterans


6.3 DIGITAL MEDIA

The illustration to the right shows the possibility for use of the logo in the realm of digital media. The same graphic standards that apply to print must also be applied to digital media.

WEBSITE


6.4a SOCIAL MEDIA

Social media continues to emerge as an important marketing tool, reaching our primary and secondary audiences quickly and efficiently. It is important to develop a consistent and authentic voice.

Audiences will vary from platform to platform. Departments and divisions using social media on behalf of ETSU should take the time to work with University Relations to determine who their users are and which platform will work best. They should familiarize themselves with ETSU’s social media guidelines.

APPROVED SOCIAL MEDIA ICONS AND LOGOS

SOCIAL MEDIA GUIDELINES

Departmental Facebook pages and Twitter accounts are a great way to reach followers who are interested in particular programs. Although departments can create Facebook pages and Twitter accounts without the need for approvals, there are guidelines to keep in mind.

• Please update accounts regularly. Post something at least two times per week, even if the post is not original content (share or retweet).

• Please consider that posts are reflective of the university as a whole and keep the tone engaging and conversational, but always professional and polite.

• Please use profile photos with an updated logo or other photo that represents the unit appropriately. Please remove profile and cover photos that include any outdated logos.

• Respond to posts and tweets from followers. Check the communication daily and respond in a timely manner, even if the first piece of communication is simply, “We will find out the answer to your question and respond soon.”

• Delete all unused departmental social media profiles.


6.4b SOCIAL MEDIA LOGO USAGE

Many avatars associated with social media accounts are not of an appropriate size to contain the ETSU logo. In most cases, ETSU will work best but may not distinguish your account from the University’s primary account. In that case, use an iconic and identifiable image as your graphical representation. Consider using a portrait or photo of your location. (Do not create your own logo for the avatar.)

Official university accounts shall have account names that reflect ETSU XYZ, i.e. ETSU Athletics, ETSU Student Activities, ETSU Graduate Studies.

SNAPCHAT

Snapchat geofilters are increasingly popular among higher education institutions. Geofilters are a great way to identify your brand and build community around it by creating a conversational, casual, and fun connection to your department.

You may create geofilters to highlight your department. However, all designs must be approved by University Relations before they are sent to Snapchat for final approval. Geofilters are not required to have the ETSU logo or a departmental logo included. Geofilters must be appropriate for the campus community, be neat and eligible, and must not take up more than one-third of the photo area as defined by Snapchat.

University Relations can also create geofilters upon request. Please submit any requests at least one week in advance.

To have your geofilter approved, please email [email protected].

EXAMPLE

SNAPCHAT GEOFILTERS

11:45AM 80%

Go Bucs!Go Bucs!

Promotional Items and Apparel

7.1 BRAND MERCHANDISE

All merchandise bearing ETSU university logos must be purchased through an Officially Licensed Vendor. The current list of approved vendors is available to view at www.etsu.edu/identity under the Trademark Licensing tab.

On any item, one-color logos can be printed in PMS 282 blue, PMS 123 gold, white, or black. White is the preferred background field for printing in PMS 282 and 123.

For promotional items and apparel, the preference is always to use the two school colors of blue and gold.

For embroidery use gold Isacord #0800 or navy Isacord #3355. For screen print use Athletic Gold PMS 123 and for navy PMS 282.

Promotional items shall always display the university logo or College logo. Due to varying imprint sizes - please contact Identity to request appropriate logos.

For questions please email [email protected].

Department of Political Science, Internal Affairs and Public Administration

Department of Audiology & Speech-Language Pathology

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Promotional Items and Apparel

PENS

T-SHIRTS

NOTEBOOK COVERS

7.1 BRAND MERCHANDISE

Since space may be limited, modified versions of the logo may be used to ensure readability. Licensed vendors will be able to create artwork based on these guidelines.

For questions please email [email protected].

ETSU Department of Audiology and Speech-Language Pathology

ETSU Department of Historyetsu.edu/history

Media & CommunicationETSU Department of

Engineering, Engineering Technology,

and Surveying

Miscellaneous Applications

8.1 IDENTIFICATION

Several smaller applications require standards, including name tags and personal identification cards.

EMPLOYEE NAME TAG

STUDENT STAFF ID

DISPOSABLE NAME TAG

FIRST NAMELAST NAME

Department / Position

The disposable name tag design should be used for guests of the university at university events.

Downloadable template available at www.etsu.edu/identity

UndergraduateBucky BuccaneerE00000000


8.2 VEHICLE IDENTIFICATION

The primary logo should be used on the door of a white university vehicle. A gray or silver vehicle with the reverse version of the logo would also be acceptable.

VEHICLE IDENTIFICATION


8.3 DISPLAY MATERIALS

Display Tablecloth

Often, a prospective student’s first experience with an institution’s identity occurs at a college fair. To maintain consistency, ETSU should use the complete horizontal format of the university or college logo, printed in the specified PMS colors at 50”w x 17”h. College and/or modified department logos may be used for events on campus and off campus. Modified logos are available by contacting [email protected].

All display cloths shall be ordered by contacting [email protected].

Tent

Only university or college logos as shown can be ordered on the tent top. Program or association name can be displayed on back panel (not shown).

All tents should be E-ZUP tents. To order contact [email protected].

Banners

ETSU banners should be made of white fabric, with PMS 282 and 123 for screen printing. Another option is to have the banners embroidered in colored fabric that matches the prescribed colors. Please email [email protected] for ordering.

TABLECLOTH

TENT

LIGHT POLE BANNERS

Department of History

Department of History

8.3 DISPLAY MATERIALS

Gonfalons

The official gonfalons are used for commencement or official ETSU ceremonies.

Gonfalons and their design components may not be used for any other purpose.

For questions contact [email protected].


SCHOOL OFGRADUATE STUDIES

BUSINESS AND TECHNOLOGY


8.4 OUTDOOR SIGNAGE

Signage

Signage is an important part of the overall campus aesthetic, and should be used to establish the connection between the campus and the newly developed identity system.

CAMPUS ENTRANCE ID

LARGE AND MEDIUM VEHICULAR DIRECTIONAL SIGN

SMALL VEHICULAR DIRECTIONAL SIGN


PRIMARY BUILDING ID SIGN

WALL MOUNT BUILDING ID SIGN

SECONDARY BUILDING SIGNS

With Department and Services


TERTIARY BUILDING SIGNS

PEDESTRIAN DIRECTIONAL SIGNS

SPECIALTY PEDESTRIAN DIRECTIONAL SIGN

Tertiary Free StandingBuilding ID Sign

Tertiary Wall MountedBuilding ID Sign

Primary Pedestrian Directional Sign

Secondary PedestrianDirectional Sign


TYPICAL CAMPUS DIRECTORY SIGNS

VEHICULAR CAMPUS DIRECTORY SIGN TRAIL HEAD PEDESTRIAN MAP SIGN

STUDENT & FACULTY PARKING SIGNS FIELD COMPLEX SIGNS

ETSU Campus Recreation Field Complex

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24 Hour Video Recording in Progress

ETSU PROPERTY


8.5 INDOOR SIGNAGE

Building Hanging Signage

ETSU hanging signs and name plates should be printed on blue signs, with white office names and numbers for printing with PMS 123 logo.

Signs are 4” x 24” and may have one, two or three lines of text.

Please email [email protected] for ordering of university signage.

Building Wall Signage with Braille

ETSU wall signs include an area for braille text and should be printed on blue signs, with white office names and numbers for printing with PMS 123 logo.

Wall signs are available in either 6” x 6” or 8” x 8” with either an option of one, two, or no clear plastic inserts.

Please email [email protected] for ordering of university signage.

BUILDING HANGING SIGNAGE

NAME PLATE

STANDARD INTERIOR SIGNAGE

First and Last NameTitle (optional)

Restroom Sign

Wall Directory Sign

Building Room Sign


8.6 PATCHES, PLAQUES, EMBOSSING

Patches

Patches or the college logo should only be used in health sciences for lab coats. Patches can only be designed by Identity. Patches may never be used as a design or logo.

Please email [email protected] regarding any patch questions.

Embossing/Debossing/Engraving

When embossing or debossing with one color material use gold or white logo.

When embossing or debossing on dark surfaces use white or gold logo.

When engraving, the logo to be used will be determined by the color of the plaque/surface being engraved. If the surface is gold or silver the blue or black logo should be used. If the surface is navy or black the gold or white logo should be used.

PATCHES

ENGRAVING/EMBOSSING

CO

LL E G E O F M EDIC

INE

ETSU QUILLEN

INTERNAL M EDICINE

ETSU

QUI

LLEN COLLEGE OF MEDICIN

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FAM ILY M EDICINE

ETSU

DEPARTMENT OF

CO

LLEGE OF PHARMA

CY

ETSU

BILL GATTON

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ETSU QUILLEN

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PowerPoint Presentation

9.1 EAST TENNESSEE STATE UNIVERSTY POWERPOINT PRESENTATIONS

Templates have been created for PowerPoint presentations that express the ETSU brand.

Downloadable templates available at www.etsu.edu/identity

POWERPOINT PRESENTATIONS

Glossary

AI (Adobe Illustrator). A vector graphics file created in Adobe Illustrator that can be scaled up indefinitely.

Ascender. In typography, the parts of lowercase letters that rise above the x-height of the font, e.g., b, d, f, g, k, l, and t.

Baseline. In typography, the imaginary horizontal line upon which the main body of the type sits. Rounded letters actually dip slightly below the baseline to give optical balance.

Bevel. Adding a “beveled” effect to a graphic image gives the image a raised appearance by applying highlight colors and shadow colors to the inside and outside edges.

Bit (Binary digit). The smallest unit of information in a computer, representing one of two conditions—on or off.

Bleed. A printing image or color field that extends fully to the edge of the page.

Block quote. A long quotation, four or more lines, within body text, that is set apart in order to clearly distinguish the author's words from the words that the author is quoting.

Body type (roman aka normal, plain, or

book). Type used for long passages of text, such as stories in a newsletter, magazine, or chapters in a book. Generally sized from 9 point to 14 point.

Byte. A unit measure equal to eight bits of digital information. The standard unit of measure of file size.

Callout. An explanatory label for an illustration, often drawn with a leader line pointing to a part of the illustration.

Camera-ready artwork. Any copy, illustrations, photographs, charts, graphs, tables, etc. that have been prepared for pre-press or printing. Origin: Prior to digital, reproduction artwork was photographed to make printing plates. See also CREF.

Caps and small caps. Two sizes of capital letters used together.

CMYK. Acronym for the four process colors used in printing a “full-color” image: cyan, magenta, yellow, and key (black).

Color build. A color created by combining various screens of colors used in process (four-color) printing: cyan, magenta, yellow, and black (CMYK).

Color fill. The color applied to a graphic.

Color separation. The division of a digital image into its component colors for printing.

Condensed font. A font in which the set-widths of the characters are narrower than in the standard typeface. (Note: not the inter-character space—that is accomplished through tracking).

Continuous-tone. Artwork that contains gradations of gray, as opposed to black-and-white line art. Photographs and some drawings, like charcoal or watercolor, require treatment as continuous-tone art.

Cover-weight stock. Heavyweight (thick) printing paper usually used for the covers of brochures.

CREF (camera-ready electronic files). A set of guidelines developed to help in the preparation of desktop publishing files for successful output to film.

Crop. The portions of a photograph or illustration to be reproduced by the printer. Usually indicated by “crop marks” on the original.

Descender. In typography, the part of the letter form that dips below the baseline; usually refers to lowercase letters and some punctuation, but some typefaces have uppercase letters with descenders.

Die cut. A print-finishing process that cuts special shapes such as pockets or windows.

Digital. The process by which a computer electronically translates information into visible images on monitors or paper.

Dingbat or Wingding typeface. A typeface made up of non-alphabetic marker characters, such as arrows, asterisks, and encircled numbers.

Display type. Large and/or decorative type used for headlines and as graphic elements in display pieces. Common sizes are 14, 18, 24, 30, 36, 48, 60 and 72 point.

DPI (dots per inch). Unit of measurement used to describe the resolution of printed output. The more dots per inch, the more detailed an image will be. The most common inkjet printers output a 150 dpi. Professional printers output at 300–600 dpi. Image setters output at 1270–2540 dpi.

Drop shadow. Those shadows dropping below text or images giving the illusion of shadows from lighting and a 3D effect to the object.

Em space. A space as wide as the point size of the type. This measurement is relative; in 12-point type an em space is 12 points wide, but in 24-point type an em space is 24 points wide.

En space. A space half as wide as the type is high (half an em space).

EPS (Encapsulated Postscript). Self-contained, predictable PostScript documents that describe an image or drawing, that can be placed within another PostScript document. EPS files are often know as “vector” and can be scaled up indefinitely.

Glossary

Expert series. In typography, specially designed small capital letters and numerals.

Finish. The surface characteristic of printing paper, i.e., dull, gloss, matte, vellum, etc.

Flush left. Type aligned evenly on the left side of the column. This glossary is set flush left. See also Ragged and Justified copy.

Four-color process. The method used to replicate full color in printing. Four colors—cyan, magenta, yellow, and black—are used in various shades to achieve the effect.

GIF (Graphic Interchange format). GIF images display up to 256 colors. GIF images generally have very small file sizes and are the most widely used graphic format on the web. The low quality resulting from compression makes them unsuitable for professional printing.

Gradient blend. The gradual blending of two or more colors in a single application. For example, an image box that starts as red and gradually turns to yellow.

Grayscale. A “deep” bitmap that records with each dot its gray-scale level. The impression of graininess is a function of the size of the dot; a group of large dots looks dark and a group of small dots looks light.

Halftone. The process of converting an original photograph to small dots for reproduction.

Hex color. Refers to a color in the web-safe palette. Regardless of the website, Hex-colors are web-specific colors that assure consistency regardless of computer or monitor used.

Image area. The area on a page within which copy is positioned; determined by the printing margins.

JPEG (Joint Photographic Electronic Group). A common compression method that shrinks a file's storage size by discarding non-important picture detail. Excessive jpeg compression can cause poor image quality.

Justified copy. Type aligned on both the left and right sides of a column.

Kerning. In typesetting, the adjustment of the space between letters.

Kilobyte (K, KB). A measure of digital information equal to 1,024 bytes.

Knock out. In printing, a negative image that appears in white on a background color or black. Also known as reverse.

Lead (or leading). The space between lines in typeset materials. Origin: Thin strips of metal inserted between lines in com posing metal type for printing.

Ligature. In typography, characters that are bound to each other, such as “œ” and “æ.” In professional typefaces, the lowercase “f” is also often set as a ligature in combination with other characters such as “fi” and “fl.”

Line art. Black and white artwork with no gray areas. Pen-and-ink drawings are line art, and most graphic images produced with desktop publishing graphics programs can be treated as line art. For printing purposes, positive halftones can be handled as line art.

Logo. An identifying mark or symbol.

Logo sheet. A photographic reproduction from the original artwork of a logo or signature.

Logotype. A name (ETSU) designed in a graphically unique type arrangement.

Mechanical (or mechanical art). The term for the original artwork furnished to a printer for reproduction. See also camera-ready art work, CREF.

Mock-up. A preliminary layout showing the position of type, illustrations, photos, etc. as they will appear in a printed publication.

Moiré patterns. (pronounced “mo-ray”) Irregular plaid-like patterns that occur when a bit-mapped image is reduced, enlarged, displayed, or printed at a resolution different from the resolution of the original.

Pantone (PMS). The Pantone Matching System. A proprietary color identification system employing a numerical identification of specific colors, commonly used by graphic designers and printers to communicate color information.

Paper dummy. A sample of the paper stock for a publication, made up in the precise brand, weight, and size of the printed piece.

Perfect binding. The trade name for a binding process that creates a square backbone by gluing the cover to the text pages. Generic: Glue-on cover.

Pica. A standard unit of measurement in the graphic arts industry. One pica equals 1/6 of an inch.

Pixel (picture element). The smallest unit that a device can address. Most often referring to display monitors, a pixel being the smallest spot of phosphor that can be lit up on the screen

Glossary

PNG (Portable Network Graphics format). PNG (usually pronounced “ping”) is used for lossless compression. The PNG format displays images without jagged edges while keeping file sizes relatively small, making them popular on the web. However, PNG files are generally larger that GIF files.

PMS. See Pantone. The standard ETSU blue is PMS 282.

Point. A standard unit of measure used to measure the vertical size of a typeface. One point equals 1⁄72 of an inch.

Process printing. See four-color process.

Ragged. In typesetting, lines of type in unequal length, as opposed to justified. The type in this glossary is flush left, ragged right.

Rastorized. A term used in design to describe an image that has been converted from a vector image to a pixilated image. Pixilated image files take up less space than vector images. However, they cannot be resized to larger dimensions without loss of resolution.

Resolution. The crispness of detail or fineness of grain in an image. Screen resolution is measured in dots by lines (for example, 640 x 350); printer resolution is measured in dpi (dots per inch).

RGB. Acronym for the additive primary colors—red, green, and blue—used to create images on a computer screen.

Reverse. In printing, a negative image that appears in white on a background color or black. Also known as knock out.

Saddle wire (or saddle stitch). In binding, to fasten a booklet with wire staples through the fold.

Sans serif. Typefaces without serifs (stylized tips) having a tendency for monotone stroke weight. This type face, Arial, is sans serif.

Scaling. Reduction or enlargement of artwork, which can be proportional (most frequently) or disproportional. In desktop publishing, optimal scaling of bitmaps is reduction or enlargement that will avoid or reduce moiré patterns.

Screen (or screen tint). A printing process used to print a shade of a color or black less than full strength.

Serif. A typeface with short lines projecting from the main strokes of the letterform. The type you are reading—Stone Print—is a serif typeface.

Sherpa/Epso. A printer’s proof produced on color proof paper, thus rendering the images in color. This proof does not represent the actual printing colors.

Signature. 1. The combination of typography and graphics used as a unit in a fixed arrangement that represents the institution, its departments, or its activities. See logo.

2. The collated pages of a sheet of paper, printed on both sides, folded and trimmed, making up one section of a bound book.

Spot color. For offset printing, separation of solid premixed ink colors (for example, green, brown, light blue, etc); used when the areas to be colored are not adjacent. Spot colors are generally referred to by the Pantone® Matching System corresponding number, e.g., Berea Blue: PMS® 7462.

Stock. Printing paper.

Style sheet. In desktop publishing program, style sheets contain the typographic specifications to be associated with tagged text. They can be used to set up titles, headings, and the attributes of blocks of text, such as lists, tables, and text associated with illustrations. The use of style sheets is a fast and efficient way to ensure that all comparable elements are consistent.

Symbol. A mark (usually a logo or logotype) representing something else by association.

Text-weight stock. Printing paper of a medium weight (thickness), typically used for the text section of a brochure.

TIFF (Tagged Image File Format). For digital halftones, a device- independent graphics file format. TIFF files can be used on IBM compatible or Macintosh computers, and may be output to PostScript printers.

Typeface. A particular style of letter form and alphabet, usually identified by a name given by the designer, i.e., Garamond, Futura, Galliard, Berkeley, Goudy.

Vector graphic. Vector graphics are drawn in paths. This allows the designer to resize images freely without getting pixelated edges as is the case with bitmapped images. The vector format is generally used in printing while the bitmap format is used for onscreen display. A vector image can be resized to larger proportions without the loss of resolution.

White space. In designing publications, the areas where there is no text or graphics—essentially, the negative space of the page design.

x-Height. The height of the lowercase “s”. Sometimes referred to as “body height”. More generally, the height of the lowercase letters.

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