maryland visual identity program

TABLE OF CONTENTS

2 USING THE STYLE MANUAL

2 GUIDELINES FOR VENDORS

3 VISUAL IDENTITY

3 IDENTITY TERMINOLOGY

4 VISUAL IDENTITY ELEMENTS

5 THE UNIVERSITY SEAL

6 INCORRECT USAGE

7 REPRODUCTION

8 COLOR USAGE

9 PRINTING ON COLOR BACKGROUNDS

10 TYPOGRAPHY

12 STATIONERY APPLICATIONS

16 UNIT IDENTITY

17 ATHLETIC IDENTITY

18 THE SIGNATURE IN PUBLICATIONS

19 THE SIGNATURE IN ADVERTISEMENTS

20 SIGNAGE

21 ELECTRONIC COMMUNICATION

22 CONTACT INFORMATION

A Guide

to the

University

of Maryland

Visual

Identity

Program

USING THE STYLE MANUAL

The University of Maryland introduceda new visual identity program inSeptember, 1998.This manual will helpyou use the visual identity guidelineseasily and accurately. Your careful atten-tion to these specifications will ensureconsistent quality.

To assist you in producing print andelectronic communications, identitycomponents are available for download-ing from the Visual Identity Program Web site. Visit www.maryland.edu/identity and choose the items you wantto use. File formats are provided for use in commercial printing, desktoppublishing, electronic presentations, andinternet communication. For moreinformation about the identity guide-lines, contact:

Office of University Marketing

2101 Turner Building

University of Maryland

College Park, Maryland 20742-5411

301.405.1011 Tel

301.314.9344 Fax

[email protected]

Camera-ready artwork and mechanicalseparation sheets for non-digitalreproduction processes are provided in the back of this manual. To obtainadditional sheets or to place stationeryorders, contact:

University Printing Services

1122 Patapsco Building



301.405.9500 Tel

301.314.9322 Fax

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GUIDELINES FOR VENDORS

Contents of this manual are protected bycopyright. All restrictions apply. Designor color alterations to the specificationsin this manual are prohibited withoutthe consent of the Office of UniversityMarketing. The university reserves theright to reject delivery of materials con-taining unauthorized or incorrect use ofthe enclosed guidelines.

For more information about the identi-ty program, or to receive reproductive artwork and digital files, contact theOffice of University Marketing.Forcopyright, trademark and licensinginformation, contact:

Office of Governmental and

Legislative Affairs

2101 Main Administration Building



301.405.1990 Tel

301.314.9395 Fax

VISUAL IDENTITY

Symbology—the art or practice ofexpression by means of symbols—is the oldest form of visual communica-tion. Over thirty thousand years ago,humans expressed ideas with simplemarks chiseled into cave walls. Inmedieval times, potters marked theirpots and herders branded their cattle.The heraldic forms used on shields andbanners by the knights of old were atype of visual identity. In the industrialage, logos and marks created recogni-tion for commercial goods. Some ofthese early trademarks evolved into cor-porate identifiers still in use today.

Visual identity has become a powerfulpositioning tool. Successful identity programs get to the heart of an organi-zation’s uniqueness and express it acrossthe full range of visual communications.As the University of Maryland assumesit place among the nation’s prestigiouspublic research universities, it will reinforce its growing reputation with avisual identity that conveys our excel-lence, energy and global influence.

The University of Maryland’s identityon brochures, Web pages, advertise-ments, and other materials reflects ourvalues, purpose, and vision. A cohesiveidentity program conveys an image of distinction and strength, building awareness and pride among those con-nected to the university.

In addition to its image-enhancingvalue, a carefully-managed visual identi-ty program ensures that the universityinvests its resources in communicationsthat work toward strategic goals.Applying these simple guidelinesenables decisions to be made quickly,efficiently, and cost-effectively.

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IDENTITY TERMINOLOGY

These terms are helpful in understand-ing the components of our visual identity program:

Visual Identity Program

A system of visual communications,graphically coordinated in such a waythat the public easily identifies theUniversity of Maryland, its constituentparts, and its activities.

Symbol

A graphic identifier—one whichreflects the organization’s spirit andphilosophy—that promotes immedi-ate identification by the public.

Wordmark

The institution’s name, designed in aunique and individual style.

Signature

Often referred to as the “logo,” the signature is the official graphic arrange-ment of the symbol and wordmark.

Compatible Typography

Typefaces that complement the signa-ture used for supplementary copy,such as address blocks, signage, andadvertisements.

Original Artwork

Hand prepared by the designer;all reproductions of the image arereproduced photographically or digi-tally from the original.

Reproductive Artwork

Samples of the signature in a variety of sizes, digitally reproduced from the original.

VISUAL IDENTITY ELEMENTS

Shown here are the acceptable elementsof the identity program. It is vital tocopyright protection that guidelines foruse are strictly maintained.

Primary Signature

The signature consists of two parts:the symbol and the wordmark. It is thepreferred application in most instances.

Secondary Signature

These configurations may be used asalternatives to the primary signature informats where a vertical or centereddesign is preferable. As the size of thesignature is reduced, the proportions ofthe symbol and wordmark shift tomaintain clarity. The symbol should notbe reproduced smaller than ⁄ in width.

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THE UNIVERSITY SEAL

Informal Seal

This adaptation of the symbol and uni-versity name may be substituted for the signature when space is limited.The informal seal is used with unit identities as shown on page 16. To maintain clarity, the informal seal shouldnot be reduced below ⁄ .

Formal Seal

The formal seal has been created toreflect the new visual identity, and todistinguish the University of Marylandfrom governmental and public agenciesthat use the Maryland State Seal. Theformal seal is reserved for ceremonies,presidential communications, diplomasand certificates.

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6

INCORRECT USAGE

The signature should not be reconfiguredor combined with other marks.

The symbol may not be used withoutthe wordmark.

Office of University Marketing

REPRODUCTION

Reproducing the Signature

Whenever possible, the signature shouldbe reproduced by digital or photograph-ic methods, using artwork provided bythe Office of University Marketing.When reproducing the signaturemanually, maintain the exact spatialrelationships shown here.

Reproducing the Wordmark

The wordmark may be used without thesymbol.

The University of Maryland wordmarkhas been hand-styled. It should be repro-duced from digital files or reproductiveartwork and should not be typeset orkeyboarded.

The size and relationship of the ele-ments should not be changed.

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University of

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8

COLOR USAGE

The state colors express our role asMaryland’s flagship university. Strategicuse of color creates powerful visualimpact and is an immediate signal ofquality. Since advancements in technol-ogy have made color reproduction morecost effective than it was just a few yearsago, the university encourages use of thethree colors in the identity programwhenever possible.

The official colors in the University ofMaryland visual identity program arePantone 186 (red), Pantone 116 (gold),and black. When printing on uncoatedor porous papers, Pantone 115 may besubstituted for gold.

The process color (CMYK) formulas are

Reproducing the Symbol in

Black and White

Screen values may be adjusted for various printing techniques to maintaintonal differentiation.The example shownhere is most widely used. Additionalvariations are available from the Office of University Marketing. See page 19 forspecifications for newsprint reproduction.

Red C 0M 91Y 76K 6

Gold C 0M 15Y 94K 0

Black C 0M 0Y 0K 100

10% of Black

25% of Black

100% of Black

PRINTING ON COLOR BACKGROUNDS

When printing the signature on lightbackgrounds, use the standard artwork.

When reversing out of dark back-grounds, the wordmark should appearin white.

Reproduction in two colors

The symbol should be printed in screensof black as specified on page 8, and thewordmark printed in black.When print-ing on colored paper, use the wordmarkwithout the symbol.

Specialized Reproduction Requirements

Reproduction of the symbol by screenprocess, enameling, etching, blind-embossing, foil stamping, etc., requiresspecialized treatment to differentiate theflag elements within the globe. Thisexample demonstrates blind embossing.Work with a qualified vendor and feelfree to consult the Office of UniversityPublications (301.405.4615) for produc-tion advice. One-color screen printingof the symbol is not recommended.

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TYPOGRAPHY

Typefaces have unique characteristicsthat help communicate specific mes-sages. The typeface in the wordmark isAdobe Bembo, which was chosen for its combination of traditional and contemporary styling.While it may alsobe used as a text font, Bembo is notrequired for correspondence and otherdesktop documents. Palatino, Timesand Univers type are also acceptable.

Bembo

This is how Bembo looks as a text font.

Bembo Bold

Bembo Italic

Palatino

This is how Palatino looks as a text font.

Palatino Bold

Palatino Italic

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890.,;: ‘’&!?$






Times

This is how Times looks as a text font.

Times Bold

Times Italic

Univers

This is how Univers looks as atext font.

Univers Bold

Univers Italic

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abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;: ‘’&!?$


1104 Symons HallCollege Park, Maryland 20742-5822

301.405.2072 TEL 301.314.9146 FAXwww.agrr.umd.edu

COLLEGE OF AGRICULTURE AND NATURAL RESOURCES

Office of the Dean

STATIONERY APPLICATIONS

Letterhead

University letterhead (shown at right) isto be used by all departments, institutes,centers, colleges and schools for all official university communication. Thesignature, unit and sub-unit namesappear at the top left as shown. Postaland electronic addresses, telephone andfax numbers are placed at the top right.Suggested format for letters is describedin the body of the sample letter.

There are some instances when person-alization of stationery is appropriate.Such cases include correspondence bythe president, vice presidents, deans,directors, department heads, distin-guished university professors, holders ofendowed chairs, and others authorizedby unit heads. A line of personalizationappearing under the unit name isacceptable in such cases. Since smallerquantities of personalized letterhead aremore costly to produce than standarddepartmental stationery, discretion byunit heads is encouraged.

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1

⁄

50% of the original size

2 ⁄ Bembo Semibold 9.5/10pt all caps

AddressBembo 8.5/10pt

Bembo Italic 9.5/10 pt

Date

NameTitleCompanyAddressCity, State, Zip Code

Salutation:

This letter illustrates the suggested typing format for correspondence using the Universityof Maryland letterhead. This font is 12 point Times. Bembo, Palatino, and Universe arealso acceptable.

The top margin is 2 ⁄.The left, right, and bottom margins are 1”.After typing the date,make three hard returns and type the name and address block. Hit three hard returns andtype the salutation. Make two hard returns and begin the letter text. Make two hardreturns to start each new paragraph.

Two hard returns after the final paragraph, type the complimentary close, and allow four-to-six returns before typing the name and title. Make two hard returns before typing theoptional writer’s or administrative assistant’s initials and two more hard returns before theenclosure and copy information.

Complimentary close,

Name of senderTitle

Writer’s or administrative assistant’s initials

Encl.cc:

Envelope

Set the top margin at 1 ⁄ and the left margin at 3 ⁄ .

Mailing Label

Set the top margin at 1 ⁄ and the left margin at 1.

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1104 Symons HallCollege Park, Maryland20742-5822




1

1104 Symons HallCollege Park, Maryland 20742-5822


NameOrganizationAddressCity, State, Zip Code

NameOrganizationAddressCity, State, Zip Code

3⁄

1⁄

1⁄

Business Card

Two styles of business cards have beendesigned, and either may be used.Style B (single column) is designed toaccommodate longer names, multiplephone numbers or long e-mail addresses.

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Judith BairDirector

2101 Turner BuildingCollege Park, Maryland 20742-5411

301.405.4615 TEL301.314.9344 [email protected]

actual size A

actual size B

1

⁄

Terry FlanneryExecutive Director for University Communications

and Director of Marketing2101 Turner BuildingCollege Park, Maryland 20742-5411301.405.1011 TEL 301.314.9344 [email protected]

OFFICE OF UNIVERSITY MARKETING

1

⁄

OFFICE OF UNIVERSITY PUBLICATIONS

Additional Stationery Items

Name tags, certificates, pocket folders,invitations, note cards and other itemsmaybe ordered from University PrintingServices.

Name Tag

Certificate

Invitation

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U N I V E R S I T Y O F M A R Y L A N D

For Extraordinary Contributions to the Intellectual and Cultural Life of the University

For Dedication to Teaching and Service in the Classroom and the Community

For Achievements in Education, Research and Practice in Her Discipline

T H E U N I V E R S I T Y O F M A R Y L A N D

P R E S I D E N T ’ S M E D A L

is presented to

at the

F A C U L T Y A N D S T A F F C O N V O C A T I O N

O C T O B E R 1 3 , 1 9 9 8

President C. D. Mote, Jr.

President and Mrs. C. D. Mote, Jr.request the pleasure of your company

AT A R E C E P T I O N A N D D I N N E R

I N H O N O R O F T H E

1998 FAC U LT Y A N D S TA F F

C O N VO C AT I O N AWA R D RE C I P I E N T S

Monday, October 12, 1998Cocktails–6:30 p.m.Dinner–7:00 p.m.

President’s ResidenceOne Presidential DriveCollege Park, Maryland

RSVP by October 8th toMs. Sapienza Barone 301.405.5790

UNIT IDENTITY

Consistency is important to the successof the identity program. The guidelinesin this manual should be used by alldepartments and units to identify theirprograms and services. Using the officialuniversity letterhead for all correspon-dence and including the signature inprinted and electronic communicationswill enhance both individual and collec-tive efforts to improve the university’simage and reputation.

A complimentary system of unit identi-fication has been designed for each of the colleges and schools, and theMaryland Alumni Association. The informal seal is centered over the unit’sname, presented in Adobe Bembo type-face. (Under no circumstances shouldthe unit’s name replace the university’swordmark to the right of the symbol.This configuration is reserved solelyto reinforce the university identity).These designs may be used in signs,banners, publications, Web sites andother materials. For formal correspon-dence by deans of colleges and schools,executive stationery that displays unitidentity has been developed.

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M A RY L A N D

A S S O C I AT I O NALUMNI

M A RY L A N D

A S S O C I AT I O NALUMNI

ATHLETIC IDENTITY

The Maryland Terrapin is an importantuniversity “brand.” When appealing toan audience with an athletic message orpurpose, the University of MarylandTerrapin logo should be used. TheDepartment of Intercollegiate Athleticswill continue to be the primary user ofthese marks, but occasional use by unitsworking with alumni and other groupsis permitted.

The typography is consistent with theuniversity identity program, which willfurther enhance recognition. Theseimages are licensed to selected vendorsfor use in retail products, such as apparel,gifts and other merchandise. No alter-ations of these graphics are permitted.

The official colors in the MarylandTerrapin marks are Pantone 485 (red),Pantone 116 (gold), Pantone 4645(brown) and black. When printing onuncoated or porous papers, Pantone 115may be substituted for gold.

The four process color (CMYK) formulas are:

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Red

C 0M 100Y 91K 0

Gold Coated

C 0M 15Y 94K 0

Gold Uncoated

C 0M 8.5Y 79K 0

Brown

C 0M 34Y 72K 30.5

Black

C 0M 0Y 0K 100

THE SIGNATURE IN PUBLICATIONS

The signature is applied with the returnaddress on the back of a brochure orother publication.To accommodate var-ious formats and layouts, two versionshave been developed.

The flush left version should appear inthe upper left corner of the page.

The centered version should be used atthe bottom of the page.

Please contact the Office of UniversityMarketing with questions.

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Office of University Marketing2101 Turner BuildingUniversity of MarylandCollege Park, Maryland 20742-5411301.405.1011 TEL

301.314.9344 FAX

⁄

Office of University Marketing2101 Turner Building

University of MarylandCollege Park, Maryland 20742-5411

301.405.1011 TEL

301.314.9344 FAX

⁄

THE SIGNATURE IN ADVERTISEMENTS

The signature should be displayed in all public advertisements promoting university-sponsored programs andevents. Care should be taken to leaveadequate blank space surrounding thesignature. For advertisements in publica-tions that are printed on newsprint, aspecial version of the symbol has beenprepared.

Personnel Services has specifications foremployment ads in the Washington Post,the Baltimore Sun and the Chronicle ofHigher Education that present the uni-versity and its identity in a consistentformat.

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GETCONNECT

GETCONNECTED

GET CONNECTED

Business is built on networking. How to stay connected?Consider us your local area network…

GET CONNECTED

The University of Maryland brings together its three top ranked pro-grams—business, engineering and computer science—to offer the mostpowerful business support network in the region.

Professional degrees and executive educationEvening MBA, Information Technology, Computer Engineering…

Integrated approaches to partneringBusiness incubators, technology extension, and problem solving have helped 500 companies grow…

An educated workforce—ready to leadThe brightest, best trained students in the state, prepared for 21st

century business in supply chain management, e-commerce, and telecommunications…

The Information Economy is here. IS YOUR NETWORK READY?Visit the University of Maryland on the web or call us and get connected.www.onestopshop.umd.edu or 301.405.1990

UNIVERSITY ADVANCEMENTUNIVERSITY OF MARYLAND, COLLEGE PARK

ANNOUNCEMENT OF POSITION VACANCY FOREXECUTIVE DIRECTOR OF THE UNIVERSITY OF

MARYLAND ALUMNI ASSOCIATION

POSITION: Executive Director of the University of MarylandAlumni Association CATEGORY: Associate Staff, full-time, 12 month appointment(AS-1624)SALARY: Competitive and commensurate with experienceDUTIES: Responsibilities include managing the Alumni Associationactivities, representing more than 200,000 alumni, and the activities ofthe Alumni Programs Office, including marketing, membership, com-ponent organizations, merchandising, publications and volunteer man-agement, in addition to overseeing the planning and construction ofthe alumni center.QUALIFICATIONS: Bachelor’s degree is required. Strong leadershipskills; a minimum of five years of professional experience in emphasiz-ing constituent relations; minimum of five years of senior managementsupervisory experience; experience in programming and event manage-ment; excellent interpersonal and communication skills; demonstratedability in budget management and strategic planning; willingness towork evenings and weekends and a willingness to travel.DEADLINE: Nominations are encouraged.APPLICATION: For best consideration, applications must be receivedby October 30, l998.POSITION AVAILABILITY: ImmediatelyTO APPLY: Send letter of application with a statement describingyour interest in this position, resume and salary requirement to: Dr.Robert L. Hampton, Chair, Search Committee, Associate Provostfor Academic Affairs and Dean of Undergraduate Studies, 2130Mitchell Building College Park, MD 20742, Phone: 301.405.9354 Fax: 301.314.9896

THE UNIVERSITY OF MARYLAND IS COMMITTED TO THE POLICY THATALL PERSONS SHALL HAVE EQUAL ACCESS TO ITS PROGRAMS, FACILI-TIES, AND EMPLOYMENT WITHOUT REGARD TO RACE, COLOR, CREED,RELIGION, NATIONAL ORIGIN, SEX, AGE, MARITAL STATUS, DISABILITY,PUBLIC ASSISTANCE STATUS, VETERAN STATUS, SEXUAL ORIENTATIONOR HANDICAP.

SIGNAGE

These examples demonstrate appropri-ate use of the signature. The PhysicalPlant Sign Shop (301.405.7257) hasspecifications for permanent and temporary signs. A comprehensive campus way-finding system is underdevelopment.

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MAIN ADMINSTRATIONOffice of the President

Office of University Advancement

WELCOME TO THE

ELECTRONIC COMMUNICATION

It is university policy that every page onthe university Web site be identifiedwith the university mark. (This does notapply to personal student pages.) Twoversions of the identity have been adapted for Web use: the informal sealand the university signature mark.These are available at the identity Website (www.umd.edu/identity) underweb graphics.

The standards and specifications con-tained in this guide apply to electronic as well as print applications. Design orcolor alterations on the Web are prohib-ited by copyright and trademark.

With the introduction of this broad-based identity program, all previousmarks and logos are obsolete and shouldbe replaced as pages are updated.Theseinclude the black bar, the flag bar andthe old seal, which are no longer part ofthe visual identity program.

Units are encouraged to use templatesthat have been developed for applicationof the marks. Two versions provide aheader layout, and two a footer layout.In all cases, the informal seal and univer-sity signature mark will link back to the university home page.

Power Point templates using the univer-sity identity are also available on theidentity Web site or from UniversityPublications.

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Template 2 —Footer

Your body of information goes here

Your Title Here

Insert

Photos

Here

Template 1 —Header

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For information and answers to your general questions, contact:

Office of University Marketing2101 Turner BuildingUniversity of MarylandCollege Park, Maryland 20742-5411301.405.1011 TEL

301.314.9344 FAX

or [email protected]

For stationery orders and related questions, contact:

University Printing Services1122 Patapsco BuildingUniversity of MarylandCollege Park, Maryland 20742-6717301.405.9500 TEL

301.314.9322 FAX

maryland visual identity program

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identity guidelines

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