GUIDELINESIDENTITY Asper School of Business
I.H.
at the University of Manitoba
VISUAL
Table of contents History of the Asper logo ................ 3 Our logo ......................................... 5 Clear space/minimum size .............. 6 Colour variations ............................ 8 The chevron ................................... 9 Incorrect use of logo ...................... 10 Unit identifiers .............................. 11 Asper/UM lockups ........................ 12 Email signature ............................. 14 Stationery .....................................15 The URL ....................................... 17 Colours I.H.DesignGraphicVideoImageryAccessibleTypography........................................18..................................19useoftype.................22......................................23..........................................27device.............................28examples..........................29AsperSchoolofBusiness Visual IdentityGuidelines | 2
History of the Asper logo
The Asper School of Business has had several iterations of symbols, crests and logos.
The earliest official use of a Commerce logo appeared in the 1955 Brown and Gold yearbook. The use of a cash register was a consistent theme during this time as it was the easiest method of identifying what the School was about. Other popular symbols during this period were dollar signs and piggy banks, or simply a “C”.
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In 1968, an updated crest appeared on the cover of the grad booklet. When the Faculty’s name changed to Administrative Studies in 1972, the Commerce Crest was no longer relevant, and is likely why it disappeared after this time.
First Commerce logo (1955) Second crest (1968)First Commerce crest (1960) The Class of 1960 initiated the official Commerce Crest. This hand drawn crest has “Enterprise” and “Integrity” inscribed to represent the objectives which Commerce students were to strive for in both the private and business world. The ship symbolizes new objectives in this “New Elizabethan Age”. In the 1960 Brown and Gold yearbook, students note,“it conveys the drive for enterprise which pervaded the seafarers of old who set out to explore the unknown parts of this world. This same spirit must always be with us, as we drive to expand our knowledge, develop our thinking, and refine our judgement.”
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Second logo (1972) First appearance of the chevron (1985) Third logo with new name (2000)
History of the Asper logo
Dean Grandpré knew the importance to brand the Faculty to alumni and the business community and decided to create a logo. Legend has it that the students went to the Montcalm that evening, brainstormed a few designs, and presented the Dean with the above design; the first iteration of the Thechevron.chevron-style logo had high brand recognition and was not tied to a specific name, meaning it did not have to be changed if the Faculty changed its name. The logo was used consistently and frequently in many aspects of the Faculty’s activities and quickly became a recognized symbol of the Faculty. When the Faculty was named the I.H. Asper School of Business in 2000, it was appropriate the logo changed as well. The logo clearly incorporates the chevron design of the previous logo but places it in a new context. The new logo provides a distinct colour, chevron shape, and layout that is still used today.
In 1972, there was a desire to have a distinct logo for Commerce. That year, The Enterprise contained a brief article presenting the logo, implying that a group of students came up with a design that indicates the interrelationship between the facets of business education. The design is said to “represent the interaction, coordination and mobility of the four patterns of Commerce within society,” likely referring to the four departments within the Faculty at the time.
Serif
Horizontal version type
Chevron Sans serif type Vertical version Chevron The Asper School of Business logo has three configurations: 1. Horizontal 2. Vertical 3. Chevron (solo) The Asper logo is comprised of three parts: 1. Serif type 2. The chevron 3. Sans serif type Always use digital files supplied by the Asper Marketing Team. Please do not attempt to reset the wordmark or build another configuration. For UM logos and guidelines, please visit umanitoba.ca/about-um/brand Our logo See page 9 for chevron guidelines I.H. Asper School of Business Visual IdentityGuidelines | 5
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Clear space A sufficient amount of clear space around the logo preserves its impact and integrity. No other elements (text, images, graphics) should enter this space. Please maintain this practice at all times. The clear space for the full logos is determined by the height of the letter A in Asper School of Business. The clear space for the chevron is determined by one third of its width.
Clear space
Note: There may be rare occasions such as merchandise (pens, etc.) that require the logo to be smaller. Please consult with the Asper Marketing Team in these instances. 0.5" 1.1875"
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Minimum size
The minimum allowable size of the logo has been reached when: The height of the horizontal logo is .5 inches. The height of the vertical logo is 1.1875 inches.
CMYK versions
The full colour (CMYK) logo is the preferred version and should be used whenever possible. Over a dark background, use the white type version to ensure optimal legibility. Black and white versions
The black and white versions are for materials where colour is not preferred or available. The black version should be used on light backgrounds, and the white version should be used on dark backgrounds.
4 colour (CMYK) 4 WhiteBlackwhitecolour,type
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Colour variations
The Asper School of Business logo has four colour options. To maintain the integrity of the Asper logo, please use the approved colour variations.
•
•
•
The chevron
•
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•
•
The chevron can be pulled from the Asper logo and used on its own as a symbol of the School. It should be treated as a logo and follow the same guidelines for best practice. The chevron by itself might be required for video/graphic bumpers, stickers, mugs, pop sockets, key chains, etc. The following versions of the chevron are available: Incorrect uses of the chevron: Using the chevron to replace a letter or number in a word Changing the colour of the chevron Reconfiguring the placement or number of arrows within the chevron Placing the chevron over words or cluttered backgrounds Placing text or graphics too close to the chevron. Always maintain clear space (see page 6). Using the chevron as a container for photography Black White Full Colour (CMYK) Black & White
The examples on this page illustrate how the logo should not be used. Misuse undermines the School’s effort to present a strong and unified image and will alter the perception and meaning of the logo.
Coloured backgrounds: As a general rule, the logo should be placed on a neutral or photographic background that provides sufficient contrast.
Added effects: The logo should never be reproduced in any other colours other than the official colours. Nor should special effects be applied to the logo.
Altered configurations: Only approved configurations of the logo should be used. Never reconfigure or alter the typography or Chevron in any way. use of logo
Added elements: The logo should not be encumbered by other visual elements. Avoid the use of any copy, slogans, symbols or images overlapping or aligned with the logo. Distortion: The logo should not be subject to distortion or manipulation (i.e. slanting, stretching, twisting or curving).
Incorrect
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Distracting backgrounds: The logo should never be placed on backgrounds that distract or overpower.
2021
Although only one version of the logo is used in these illustrations, all of the official versions are subject to these parameters.
Part of creating and maintaining a unified brand is ensuring a consistent look and feel. That’s why extensions of the Asper logo with the unit names have been created to fall under the core brand. All best practices that apply to the Asper School of Business logo also apply to unit identifiers. Unit identifiers come in both (1) horizontal and (2) vertical configurations. The minimum clear space around the unit identifier is equal to the height of the letter “A” in “Asper.” Keep text, images and graphics outside of this zone. The minimum height of horizontal unit identifiers is 0.5”. The minimum height of vertical unit identifiers is 0.1375”. When promoting outside of the School, the UM logo must also be present. See pages 12–13. 0.1375" 0.5" All logos, lockups, and identifiers can be found here: LogosCommunicationmanagement/shared/public/smb://ad.umanitoba.ca/Resources/andidentifiers
Unit identifiers
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Asperspace/University Manitoba Minimum
Asper/UM lockups
of
lockup
umanitoba.ca/asper For external-facing Asper marketing items, the UM logo should be present. Please use the Asper/UM lockup to ensure consistency when using both logos together. See the UM Brand Guidelines when working with the University of Manitoba brand. Clear0.5"
size I.H. Asper School of Business Visual IdentityGuidelines | 12
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Using unit identifiers with the UM logo
Porestem id et alibusam, officipsum aut aciis exerspedis esed ex es perspic ilictor esequisquis enihil et volorat istiusamenet eosandiciis dolorit vendit, siminis citatem explaborum vellores que pe in res utem volupti il mi, te saperis vel inctectas et ex et pari odignistet. umanitoba.ca/asper If a unit creates any external-facing marketing items, the UM logo must be present on the piece. The UM logo can be used alongside a unit identifier. If a unit identifier is present, the Asper logo is not required. This will help avoid repetition and clutter.
Porestem id et alibusam, officipsum aut aciis exerspedis esed ex es perspic ilictor esequisquis enihil et volorat istiusamenet eosandiciis dolorit vendit, siminis citatem explaborum vellores que pe in res utem volupti il mi, te saperis vel inctectas et ex et pari odignistet.
Font: Arial Size: 11 pt (default) Colour: Black If Arial is not an option, use OneCalibri.lineofclear space One line of clear space
Changing the font in Outlook
Resources/Emailshared/public/Communicationsmb://ad.umanitoba.ca/management/here:signature
Email signature
• The best way to ensure your logo is the proper size is to use the lockups provided by the Asper Marketing Team. • The pre-formatted lockups for email signatures can be downloaded from the brand resources web page. Please see instructions on how to set up your email signature
Every email you send is a representation of the Asper and UM brands. Email signatures should be professional and reflective of who we are as a school and institution. Please follow these guidelines to ensure your email signature is consistent with our •brand.Consider including only essential contact information to keep your signature concise.
Billy Bison, PhD School Mascot, Department of Marketing Asper School of Business, University of Manitoba Room 111, Drake Centre 181 Freedman Crescent Winnipeg, Manitoba R3T 5V4 Canada P: 204 474 7290 | F: 204 474 7290 billy.bison@umanitoba.ca
Note: The “UM” version of the University of Manitoba logo can only be used in lockups and other specific occasions. Do not use the “UM” logo by itself.
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Letterhead The horizontal version of the Asper logo or unit identifier appears on all pieces, with a smaller University of Manitoba logo on the bottom rleft. An overall minimal, clean approach allows the logo to standout while supporting ease of use. An electronic letterhead template is available on S:\public\letterhead.
Stationery
The Asper School of Business stationery system consists of an 8.5 x 11” letterhead, 2 x 3.5” business card and envelopes. The stationery templates are designed to create and maintain order, hierarchy and balance.
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Dean’s Office 319 Drake Centre 181 Freedman Crescent Winnipeg, Manitoba Canada R3T 5V4 T: 204 474 6390 asperdean@umanitoba.ca umanitoba.ca/asper
Envelope
Dean’s Office Asper School of Business Drake Centre - 181 Freedman Crescent Winnipeg, MB R3T 5V4 Canada
Only short, concise information should be included on business cards. Unapproved graphics, symbols and logos are not
NOTE:permitted.When writing URLs, begin with umanitoba.ca (www. is no longer required at the front of the address). Double-sided cards The double-sided business card is available for those who have a cross-appointment.304DrakeCentre
To meet indicia and postal regulations, all envelope sizes should position the Asper/ UM logo and corresponding return mailing address in the top left corner.
Business card Single-sided cards Business cards are key touchpoints for a brand. Consideration has been given to create a clean, open feel, in line with the University of Manitoba and Asper brands. Where possible, consider excluding information that causes unnecessary clutter and instances where information runs to more than one line. Business cards are ordered through the EPIC system, using the Unigraphics catalog.
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umanitoba.ca/asper
Long Horizontal Web Ad
• These examples illustrate the URL’s size in relation to the logo, when applied near the logo. The URL should not dominate the logo. It should, however, be highly legible in all applications
Never allow the URL to dominate the logo. Always maintain the clear space of the logo while placing the URL.
• Lowercase is the preferred setting for the School’s URL
8.5 x 11" Poster Vertical Web Ad
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umanitoba.ca/asperumanitoba.ca/asper
• When applying the URL below the logo, always respect the logo’s clear space
• Ensure that the logo aligns with the baseline of “Asper” in the Asper logo
The URL
• Trade Gothic Next Bold at no less than 7.5 points in size
Primary colour palette Extended colour palette
Colours Colour is a crucial element of any brand. It can evoke emotion, increase recognition and create consistency across communications. We have built equity in these colours and they are associated with our school.
Light Grey C=0 M=0 K=100Y=0
Pantone#A7A9AC130 C=0 M:=2 Y=100 K=0 #F2A900
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Accessibility Please reference the University of Manitoba Accessibility Hub for colourrelated tools including testing the level of contrast, simulating colour blindness and umanitoba.ca/accessibility/resourcesmore.
Primary colour palette
Pantone#900027K=27.934625
IDEA Gold (P7412) C=0 M=40 Y=100 K=8 #E69917
Asper Red (P202) C=26.74 M=100 Y=82.8
Dark Grey C=0 M=0 C=86Pantone#58595bK=100Y=0299M=8Y=0K=0#00A3E0
The Asper School of Business has its own primary colour palette. While the University of Manitoba has its own primary colour palette, the Asper primary colour palette should be dominant in the majority of the School’s marketing and creative.
C= 30 M=72 Y=74 K=80 #4F2C1D Pantone 294 C=100 M=69 Y=7 K=30 #00427B
Black C=0 M=0 C=90Pantone#000000K=100Y=07684M=64Y=0K=0#385E9D
Trade Gothic Next Bold abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Compressed abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Heavy abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Bold Condensed Italic abcdefghijklmnopqrstuvwxyz
Typography for print
Trade Gothic Next Bold Condensed abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Bold Compressed abcdefghijklmnopqrstuvwxyz
Typography
Trade Gothic Next Light abcdefghijklmnopqrstuvwxyz Trade Gothic Next Light Italic abcdefghijklmnopqrstuvwxyz Trade Gothic Next TradeabcdefghijklmnopqrstuvwxyzRegularGothicNextRegularItalic abcdefghijklmnopqrstuvwxyz
You can contribute to a cohesive representation of Asper and UM by using typography consistently. This section outlines which fonts to use on print and digital materials, and includes notes on meeting accessibility guidelines.
Trade Gothic Next Trade Gothic Next is the primary brand font for everyday communications. It is primarily used for communications that require a bold and clean look and feel.
Trade Gothic Next Heavy Italic abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Italic Condensed abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Bold Italic abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Heavy Condensed abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Heavy Condensed Italic abcdefghijklmnopqrstuvwxyz
The official Asper School of Business and University of Manitoba typefaces, or fonts, are Trade Gothic Next and Velino Text. Please note that the official fonts are all licensed fonts. Trade Gothic Next is offered through Adobe CC. Velino must be purchased from Dstype.com or Myfonts.com. For directions on how to access Trade Gothic Next through Adobe CC troubleshoot-font-activation.htmlhttps://helpx.adobe.com/ca/fonts/kb/visit
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Trade Gothic Next Condensed abcdefghijklmnopqrstuvwxyz
Trade Gothic Next Heavy Compressed abcdefghijklmnopqrstuvwxyz
Velino Text Medium abcdefghijklmnopqrstuvwxyz
Velino Text Book Italic abcdefghijklmnopqrstuvwxyz
Velino Text Medium Italic abcdefghijklmnopqrstuvwxyz
Velino Text Light abcdefghijklmnopqrstuvwxyz
Velino Text Bold abcdefghijklmnopqrstuvwxyz
Velino Text Bold Italic abcdefghijklmnopqrstuvwxyz
Velino Text Book abcdefghijklmnopqrstuvwxyz
Velino Text Light Italic abcdefghijklmnopqrstuvwxyz
Velino Text Velino text is used as a complement to Trade Gothic Next. It is can be used in cases where the voice of the messaging lends itself to an elegant and classic visualPleasetreatment.reference the UM Brand Guidelines for more information
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Please reference the UM Brand Guidelines for more information
Times New Roman Italic abcdefghijklmnopqrstuvwxyz
Arial Bold Italic abcdefghijklmnopqrstuvwxyz
On the University of Manitoba’s news site, the font stacks are as follows: Headlines: Proxima Nova Condensed Body copy: Proxima Nova Menu: Whitney A, Whitney B, Whitney
Everyday documents When working on letterhead, emails and other everyday documents, we recommend using Arial and Times New Roman. These fonts should be available on all computers. If they are not, please contact IST. Arial Regular abcdefghijklmnopqrstuvwxyz Arial Italic abcdefghijklmnopqrstuvwxyz Arial Bold abcdefghijklmnopqrstuvwxyz
Typography for web All UM web pages should follow the stylesheet-defined font stack as it is included in the web template code. Standards have been established within these stylesheets that respect accessibility and design rules. The font stack is as follows: Headlines, Body Copy, Menu: Roboto, Helvetica Neue, Arial, sans-serif; UM Today News
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Typography for digital When creating type-based graphics for the web, remember to use the official UM fonts (Trade Gothic Next and Velino Text) and follow accessibility guidelines regarding colour and type. There may be instances when special display fonts, other than those listed here, are acceptable. If you have questions regarding typography, please contact the Asper Marketing Team.
Times New Roman Bold Italic abcdefghijklmnopqrstuvwxyz
Times New Roman Regular abcdefghijklmnopqrstuvwxyz
Times New Roman Bold abcdefghijklmnopqrstuvwxyz
• Avoid the use of italic type for essential information.
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• Bolding for emphasis is easier to read than italics or all caps, however it should be used sparingly.
• Avoid large blocks of text by breaking content into smaller sections with meaningful headings.
• For digital platforms, ensure fonts are minimum 12 pixels high.
Please reference the University of Manitoba Accessibility Hub for instructions on how to create accessible PDFs, Word documents and umanitoba.ca/accessibility/resourcesmore.
• The use of all caps should be limited to titles and headlines.
It is important that content is presented in a manner where all users can perceive and understand it. In both print and digital materials, focus on establishing a clear hierarchy through the use of proportionally sized headlines, subheads and body copy. Also ensure the line spacing (leading) is not too tight and the space between the letter forms (kerning) at larger point sizes is not too loose.
Accessibility tips
• Ensure that the layout is ‘airy’ and uncluttered.
Accessible use of type
• Avoid placing text over busy or complex backgrounds.
Please reference the UM Brand Guidelines for more information
On digital platforms, accessible text can be read out loud by text-to-speech software or translated into Braille. Images of text are not accessible unless OCR (Optimal Character Recognition) is enabled, which can be read by adaptive technology.
• Limit the number of different fonts and weights used within any one piece.
The photography we use in our School’s communications and marketing contribute to building and sustaining the Asper School of Business brand. It can evoke emotion, increase recognition and create consistency across communications. Below are a few key elements you should consider when capturing imagery. Photo release If you plan on distributing an image on any medium, from print to digital, you will need your subject to sign a photo release form. You can download the form here.
Stock imagery Sometimes you might not be able to capture your own photographs and must rely on stock imagery. There are many stock image sites available and some provide free images.
Imagery
Always be sure to review your license after you download, even if the image is free. If you require stock imagery please reach out to the Marketing Team for support and the use of our account if required. Source: pexels.com Please reference the UM Brand Guidelines for more information and imagery examples
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• When photographing groups, look for moments where students and faculty engage and interact in a spontaneous way. Often, when only one person among several is highlighted, a unique focal point is created, drawing the eye into the image.
• The process of learning and discovery is dynamic and can be reflected in images that convey action. Imagery that captures real world scenarios demonstrate the breadth of the University’s impact.
• In group imagery where the goal is to communicate a sense of community, look for opportunities to shoot from unique and dynamic angles. Getting low with the camera gives the viewer the sense that subjects are in a state of progression, looking toward their future. Shots from above allow the viewer a bird’s eye view of a new environment, creating a sense of infinite possibility and a glimpse of life on campus.
• Try to represent a diversity of individuals in group photos based on gender, ethnicity, age, etc.
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• An editorial approach can allow you to capture some amazing moments. These action shots convey a sense of authenticity that cannot be replicated in a staged setting.
Group imagery
Environment photos
• Aim to capture the lively and dynamic nature of life on campus as well as the “quieter moments” where students are socializing or studying. Moments when the campus has student activity and movement can be balanced with moments of reflection and calm.
• Lighting is everything when photographing architecture, spaces and places around the campus. Look for optimal times of day when the sun is creating the right look and feel you are going for.
Portraits
• Keep in mind that the subject does not always have to be looking at the camera. Sometimes it’s preferred that they are not. Look for a moment to capture when the subject is projecting a comfortable and confident demeanor.
• When possible, take photos in an environment that lends itself to the story you’re trying to tell. Elements related to what the person does, their accomplishments or area of study at the University add layers of meaning and interest.
• Often, the most desirable light is a low light condition such as early in the morning or late in the afternoon closer to dusk. Often referred to as “magic hour” this time of day creates beautiful shadows and the ideal depth and dimension to bring the images to life.
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• Natural lighting often works well. However, when lighting the subjects, there may be opportunity to create a sense of drama. That is achieved by ensuring that there is a level of contrast and dimension in the way subjects are lit. Avoid “flat” and uninspiring lighting scenarios.
• Ask your subjects to wear clothes that aren’t too busy but do include clothes with bright colours that provide contrast to your image. Strong patterns can be distracting, but you don’t want them to blend into the background.Pleasereference the UM Brand Guidelines for more information and imagery examples
• Avoid straight-on images with no interaction where everyone is looking at camera.
• Although smiling is not mandatory, avoid images that are void of emotion.
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Refer to the list below when planning a photo session.
• Especially in a storytelling context such as an advertisement or article, avoid images that don’t provide enough context.
Things to avoid Understanding what to avoid often helps.
• Avoid lifeless and “empty” compositions that don’t include people.
• To capture a sense of place, architecture should be photographed wide enough to get a sense of the surroundings. Avoid tightly cropped images unless you’re looking for a beautiful architectural detail.
• Avoid scenarios that feel unnatural or too formal.
• Avoid photographing environments with “flat” soft light that doesn’t provide any depth or dimension.
• Ensure the image does not have any logos, including on clothing or in the background. Exceptions are the University of Manitoba and Asper School of Business logos.
Accessibility To adhere to University of Manitoba accessibility standards, ensure that all video files have closed captioning. Some social media platforms like YouTube and Facebook will auto-generate close captions for you. It’s important that you review the captions before you publish. Other social media platforms might require the close captions in a file format such as an SRT (SubRip Subtitle file). If your video is short, you can write your own SRT file in Notepad or TextEdit, or you can find a SRT service online.
abeproject,Dependingavfortgarry.htmlumanitoba.ca/computing/ist/teaching/onthescopeofyourvideotheAsperMarketingTeammayabletohelp.Pleaseconnectwithteammember.
Royalty free music and SFX Music and sound are important aspects to any video. Unfortunately, if we wanted to use the latest #1 hit in our promotional videos, we would have to pay a hefty fee for licensing. Thankfully there is royalty free music available for use. When you download royalty free music you are essentially downloading a free license, the company you downloaded it from has already paid the royalty fees. You will find lots of options for free or reasonably priced music. To be safe, it’s best practice to always ensure you read the license of the song or special effect you download. Even if it is royalty-free, there may be stipulations.
Video Video content is an engaging medium, a form of storytelling that brings the viewer closer to our School. It helps take our audience from their home into the Asper School of Business.
If you are working on a video project outside of your team’s scope or capabilities, we encourage you to consider hiring a video production company. There are many small to medium sized companies in Manitoba who specialize in video and animation. At the University of Manitoba, IST also has a Media Production team who provide video, photography and live event services. Request form
Please reference the UM Brand Guidelines for more information
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Graphic device
The three arrows of the chevron can be pulled from the logo and used as a graphic device. When used thoughtfully, the arrows can help brand our visual materials in a subtle way. The graphic device is a powerful forwardmoving shape which encapsulates the brand’s essence. All branded items should express a feeling of career mobility, success and Asper-ation.
Design examples
APPLY TODAY forward.movingKeep APPLY TODAY I.H. Asper School of Business Visual IdentityGuidelines | 29
FORWARD.MOVINGKEEP
umanitoba.ca/asper
FORWARD.MOVINGKEEP
FORWARD.MOVINGKEEP
The I.H. Asper School of Business has thrived for over 80 years providing world-class education to leaders and innovators who contribute ethically to the social and economic well-being of Manitoba and the world.
The I.H. Asper School of Business has thrived for over 80 years providing world-class education to leaders and innovators who contribute ethically to the social and economic well-being of Manitoba and the world.
APPLY TODAY
umanitoba.ca/asper
APPLY TODAY
GET READY TO SHINE WITH THE CAREER DEVELOPMENT CENTRE Keep the spotlight on you at interviews and presentations GRADUATE MENTOR DIRECTORY Career Development Centre GRADUATE MENTOR DIRECTORY 2022 Design examples - in use I.H. Asper School of Business Visual Identity Guidelines | 30
