ETSU - Brand Identity Standard Guide

IDENTITY STANDARDS

Introduction

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 identity@etsu.edu. 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 Noland President

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

Introduction

EAST TENNESSEE STATE UNIVERSITY IDENTITY

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.

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 identity@etsu.edu.

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

Table of Contents

LOGO USE

DESIGN STANDARDS

2.1 The Logo 2.2 Primary Logos 2.3 The Graphic Mark 2.4 Size and Spatial Guidelines 2.4 Logo Variations 2.6 Logo Variations – Colleges and Schools 2.7 Multiple Units 2.8 Monogram Logos 2.9 Do the Right Thing 2.10 Backgrounds Do the Right Thing 2.11 Graphic Mark Do the Right Thing 2.12 Obsolete Logos and Graphics 2.13 Tartan 2.14 University Seal 2.15 Student Organization Logos

5.1 Design Principles 5.2 Logo Placement 5.3 Using Unit Identifiers 5.4 Taglines 5.5 Graphic Elements 5.6 Photography 5.7 Design Do the Right Thing

COLOR AND TYPOGRAPHY 3.1 3.2 3.3 3.4 3.5

Logo Typography Primary Typography Primary Color Palette Secondary Palettes Color Usage

STATIONERY AND ADMINISTRATIVE STANDARDS 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14

The Stationery Set University Letterhead College/Departmental Letterhead Letter Format Envelope College/Departmental Envelope Business Card Business Card Options Appointment Card Options Student Business Card Option Email/Electronic Signature Note Card and Envelope Fax Template Related Materials Catalog Envelope, Mailing Label

PUBLICATIONS AND MEDIA 6.1

6.2

6.3

6.4a 6.4b

Publications Small Brochure, Large Brochure

Advertising Small Ad, Large Ad

Digital Media Web Page

Social Media Social Media Logo Usage

PROMOTIONAL ITEMS AND APPAREL 7.1

Promotional Items and Apparel

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

MISCELLANEOUS APPLICATIONS 8.1 Identification

Employee Name Tag, Student/Staff ID Card, Disposable Name Tags

8.2 8.3

8.4 8.5 8.6

Vehicle Identification Display Materials Tablecloths, Tents, Lightpole banners

Outdoor Signage Indoor Signage Patches, Plaques, Embossing

POWERPOINT PRESENTATIONS 9.1

ETSU PowerPoint Presentations Templates

GLOSSARY

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.

Logo Use

2.2 PRIMARY LOGOS

PRIMARY LOGO FORMATS

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

stacked

colors or in a process color conversion of those PMS colors.

horizontal

ADDITIONAL LOGOS

ADDITIONAL LOGO FORMATS

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.

long stacked

long horizontal

Logo Use

2.3 THE GRAPHIC MARK

LEGEND

The graphic mark was designed to

PMS 123

PMS 282

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

COLOR

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.

ONE COLOR - BLUE

GRAYSCALE

BLACK & WHITE

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

Black

White

Logo Use

2.4 SIZE AND SPACIAL GUIDELINES width of the top of the graphic

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

.3125"

The primary horizontal logo with graphic mark may not be reproduced any smaller

1.5"

than 1.5 inches in width.

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

.4375"

1.125"

Logo Use

2.5 LOGO VARIATIONS

TWO COLOR (PREFERRED) / PMS 282, PMS 123

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.

ON WHITE BACKGROUND

ON BLUE 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

ON GOLD BACKGROUND

placed on a dark background the outside of the banner acts as a bounding box and will blend in with the background color.

ONE COLOR / BLACK

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.

ON WHITE BACKGROUND

ON BL ACK BACKGROUND

ONE COLOR

ON WHITE BACKGROUND

ON BLUE BACKGROUND

ON GOLD BACKGROUND

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

Logo Use

2.6 UNIT SIGNATURES

COLLEGE AND SCHOOL

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

MUSEUM/FOUNDATION

used, printed in the specified PMS colors

R EECE MUSEUM

or in a process color conversion of those

R EECE MUSEUM

PMS colors. Unit signatures can be obtained by contacting Identity.

CENTER

DEPARTMENT/OFFICE DEPARTMENT OF

Political Science, Internal Affairs and Public Administration

DEPARTMENT OF

History

ADMINISTRATIVE DIVISION

CAMPUS-ONLY INSTITUTIONAL ORGANIZATION

STUDENT GOVERNMENT ASSOCIATION

Logo Use

2.7 MULTIPLE UNITS

INCORRECT USE

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.

CORRECT USE

College of Clinical and Rehabilitative Health Sciences College of Public Health

Logo Use

2.8 MONOGRAM LOGO

ETSU 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,

pms 282 blue

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.

black

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

ETSU MONOGRAM LOGO (OPTION)

stacked monogram logo

horizontal monogram logo

CHE C IT O K UT!

Logo Use EAST TENNESSEE STATE UNIVERSITY

2.9 DO THE RIGHT THING

CHE C IT O K UT!

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 the reverse of the logo (see logo variations for color options).

DO NOT alter the composition

EAST TENNESSEE STATE of the U Nlogo.

I V EDO R SNOT I T Yseparate CHE C IT O K UT!

the banner E from the wordmark.

CHE C IT O K UT!

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

CHE C IT O K UT!

EAST TENNESSEE STATE UNIVERSITY

Do use the primary form of the logo whenever possible.

Do maintain the minimum clear space

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

UNIVERSITY

and reproduction size specifications

DO NOT recreate the logo— digital files are available from CHE C IT O K UT!

the ETSU Identity.

(see 2.4).

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

EAST TENNESSEE STATE UNIVERSITY

when possible.

Do consult this style guide when in question.

CHE C IT O K UT!

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

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

EAST TENNESSEE STATE UNIVERSITY

DO NOT apply special graphic effects to the logo.

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 identity@etsu.edu.

EA

Logo Use EAST TENNESSEE STATE UNIVERSITY

2.10 BACKGROUNDS DO THE RIGHT THING

INCORRECT LOGO USE

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 print the logo on a

DO NOT print the color version of

patterned or speckled paper.

the logo on colored paper—this will change the color of the logo. If you

Do not use more than one College,

must use a colored paper, choose

School, Department, Office, etc. logo in

the black version of the logo.

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

Do print the two-color version of

DO NOT place the logo over a picture.

the logo on a white background when possible.

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

Do consult this style guide when

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

DO NOT place the logo on a

in question.

gradient background

CORRECT LOGO USE

DO place the opposite color logo

DO place the opposite color

on an opposite color geometric

logo on an opposite color

background.

background.

UNIVERSITY

T OU

T!

CHE C IT O K UT!

Logo Use

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.

EAST TENNESSEE STATE UNIVERSITY EAST TENNESSEE STATE DO NOT recreate the UNIVERSITY

DO NOT reverse the ITCHOEUCK symbol. Never use

T!

PMS 123, white, or black.

available from ETSU

logo with white or gold

Identity.

banner

Please follow the guidelines below.

Do use the graphic mark in PMS 282,

mark— digital files are

DO NOT print the color version of the mark on

EAST TENNESSEE STATE UNIVERSITY DO NOT place other

colored paper—this will

graphics on or close to

change the color of the

the mark, or alter its

logo. If you must use a

meaning by attaching

Do print the mark on the preferred

colored paper, choose the

unrelated graphics.

white background.

black version of the logo.

Do maintain the proper clear space around the mark.

Do consult this style guide when in question.

DO NOT use special fills,

DO NOT use the shape

such as gradient fills—the

of the graphic mark as

mark must always have a

a photo frame.

solid color fill.

DO NOT distort the

DO NOT change the

proportion of the

colors of the mark.

graphic mark.

DO NOT modify the individual elements of the graphic mark.

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 identity@etsu.edu.

Logo Use

2.12 O B S O L E T E LO G O S A N D G R A PH I C S 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

ETSU GOLD

DARK BLUE *

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

PMS: 123 CMYK: C0 M19 Y89 K0 RGB: R255 G199 B44 HTML: FFC72C

OLD GOLD *

* PMS: 289 CMYK: C100 M76 Y12 K70 RGB: R12 G35 B64 HTML: 003333

MEDIUM BLUE *

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

* PMS: 466 CMYK: C8 M23 Y52 K15 RGB: R198 G170 B118 HTML: CC9966

* Colors for Tartan only.

Not official school colors.

university brand, use of the tartan pattern must be approved in advance by identity@etsu.edu Uses for the Tartan Pattern include: • Formal Invitations • Licensed Apparel • Upholstery Not to be used on signage.

TARTAN PATTERN

* PMS: 295 CMYK: C100 M69 Y8 K54 RGB: R0 G40 B85 HTML: 003366

Logo Use

2.14 UNIVERSITY SEAL

LIMITED-USE SEAL GRAPHICS

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

EAST TENNESSEE STATE UNIVERSITY

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

BLUE AND GOLD (two color)

BLUE (one color)

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.

EAST TENNESSEE STATE UNIVERSITY

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)

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 identity@etsu.edu Official Logos Student 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 Logos Student 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

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

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

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 identity@etsu.edu

ROTIS SANS SERIF

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

Typography and Color

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

NORWESTER

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

an essential component of our brand’s visual identity.

Alternate typeface for correspondence Georgia, Arial and Times New Roman, standard on most computers, are acceptable when letters or memos are

ROBOTO

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

created in word-processing software and laser-printed on official stationery.

Typography for electronic media Arial and Helvetica can be used for e-mail and other electronic media, such as PowerPoint presentations. It is most

ROBOTO SLAB

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

important in electronic media that the chosen typeface is clear, easy to read, ­ hoices for and professional looking. C PowerPoint presentations are Arial, Georgia and Times New Roman.

ROBOTO CONDENSED

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

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

Typography and Color

3.3 PRIMARY COLOR PALETTE

ETSU BLUE

ETSU GOLD

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: 123

PMS: 282 CMYK: C 100 M 90 Y 13 K 68

CMYK: C 0

RGB: R 4

RGB: R 255 G 199 B 44

G 30 B 66

HTML: FFC72C

H TML: 041E42

GOLD (UNCOATED ONLY)

PMS: 121 CMYK: C 0

M 19 Y 89 K 0

M8

Y 70 K 0

RGB: R 253 G 215 B 87 TML: FDD757 H

Typography and Color

3.4 SECONDARY COLOR PALETTES

NEUTRAL

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

PMS: 424

PMS: 404

CMYK: C 30 M 20 Y 19 K 58

CMYK: C 20 M 25 Y 30 K 59

RGB: R 112 G 115 B 114

RGB: R 119 G 110 B 100

HTML: 707372

HTML: 776E64

PMS: 422

PMS: 7529

CMYK: C 19 M 12 Y 13 K 34

CMYK: C 7 M 14 Y 20 K 22

RGB: R 158 G 162 B 162

RGB: R 183 G 169 B 154

HTML: 9EA2A2

HTML: B7A99A

PMS: 420

PMS: Warm Grey 1

CMYK: C 6 M 4 Y 7 K 13

CMYK: C 3 M 3 Y 6 K 7

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

RGB: R 199 G 201 B 199

RGB: R 215 G 210 B 203

HTML: C7C9C7

HTML: D7D2CB

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

COMPLEMENTARY

BOLD

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

PMS: 646

PMS: 300

CMYK: C 72 M 31 Y 3 K 12

CMYK: C 99 M 50 Y 0 K 0

RGB: R 94 G 138 B 180

RGB: R 0 G 94 B 184

HTML: 5E8AB4

HTML: 005EB8

this guide is not an exact match due to the

PMS: 1205

PMS: 187

limitations of the digital reproduction process.

For this reason, please refer to a PantoneÂŽ

CMYK: C 0 M 3 Y 43 K 0

CMYK: C 7 M 100 Y 82 K 26

RGB: R 248 G 224 B 142

RGB: R 166 G 25 B 48

swatch book, available for viewing at

HTML: F8E08E

HTML: A6192E

PMS: 576

PMS: 349

CMYK: C 54 M 5 Y 94 K 24

CMYK: C 90 M 12 Y 95 K 40

of Identity.

The representation of color throughout

University Relations.

RGB: R 120 G 157 B 74

RGB: R 4 G 106 B 56

HTML: 789D4A

HTML: 046A38

PMS: 466

PMS: 483

CMYK: C 8 M 23 Y 52 K 15

CMYK: C 21 M 80 Y 81 K 69

RGB: R 198 G 170 B 118

RGB: R 101 G 48 B 36

HTML: C6AA76

HTML: 653024

Typography and Color

3.5 COLOR USAGE

COLOR PROPORTION

To consistently achieve the right balance of color throughout our communications, refer to the color wheel for proper proportions. It’s not

BOLD COMPLIMENTARY

a precise mathematical system, but this chart should provide an idea of relative use.

NEUTRAL

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

Publication Covers Website pages Billboards Digital and print advertisements Formal invitations Recruitment 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 materials Internal 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 materials Interior pages of publications Internal communications

ETSU GOLD

Stationery Standards

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.

BUSINESS CARD / ENVELOPE / LETTERHEAD

PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-1000

Department Name

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

Your Name

Title Department of College of East Tennessee State University PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-0000 email@etsu.edu www.etsu.edu

C 423-000-0000

etsu.edu

Stationery Standards

4.2 UNIVERSITY LETTERHEAD

LETTERHEAD

The logo is to be positioned as shown and printed in two colors. Any copy

.8”

or address line should line up as

3.678’’

.8”

.5”

specified below. It is not permissible to

PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-1000

personalize the ETSU letterhead.

Department Name

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

.8”

3.678’’

3.678’’

.5”

.8” .5”

Letterhead and envelopes must be ordered through Identity. Please email identity@ etsu.edu.

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

etsu.edu

.8’’

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

SIZE 8.5 x 11 PAPER 25% cotton recycled bright white 24# PRINTING INKS PMS 282 and PMS 121

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

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

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

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

Stationery Standards

4.3 COLLEGE/DEPARTMENTAL LETTERHEAD

DEPARTMENTAL LETTERHEAD

Letterhead 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.

.8’’

3.678’’

.8’’

.5’’

.5’’ PO Box 70711 Johnson City, TN 37614 P 423-439-5328 F 423-439-1000

1.25’’

Please email identity@etsu.edu with questions.

.8’’

Department of Computing

3.678’’

3.678’’

.8’’

.5’’

.5’’

10’’

10’’

.5’’ .8’’

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

.5’’ .8’’

DEPARTMENT TITLE 11 pt. Rotis Serif align with E in EAST

ADDRESS INFORMATION 9 pt. Rotis Sans Pro Centered

Stationery Standards

4.4 LETTER FORMAT

SAMPLE LETTER

The guidelines written in the

1’’

sample letter below are for laser printing correspondence on the

PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-1000

institutional letterhead. A copy of the digital template has been

2.125’’

Department Name

created specifically for this purpose and can be downloaded at www.etsu.edu/identity.

January 1, 2014 ¶ ¶ ¶ Mr. Joe Smith Executive Assistant to the President for University Relations ETSU 300 Dossett Hall Johnson 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 Service 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. Clements Director of Marketing ¶ JNC: wb Enclosure ¶ cc: Dr. Brian Noland

etsu.edu

1’’

MARGINS Top: 2.125 inches Bottom: 1 inch Left: 1 inch Right: 1 inch

FONT SIZE 12 point, flush left LEADING single-space

Stationery Standards

4.5 ENVELOPE

SAMPLE 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.

.3125’’

2.25’’

.25’’

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

Letterhead and envelopes must be ordered through Identity. Please email identity@ etsu.edu.

.6875’’

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

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

ENVELOPE STYLE #10 Official

PRINTING INK PMS 282

SIZE 9.5 x 4.125 inches

TYPOGRAPHY 10 pt. Rotis Sans Serif 11 pts. leading align with E in EAST

PAPER White wove 24#

Stationery Standards

4.6 COLLEGE/DEPARTMENTAL ENVELOPE

SAMPLE ENVELOPE

The logo is to be positioned as shown and printed in one color: PMS 282 .3125’’

or in black. For an additional charge envelopes may be printed in two colors: PMS 282 and PMS 121. Any copy or

.25’’

COLLEGE of BUSINESS & TECHNOLOGY

address line should line up as specified below.

.6875’’

Department of Computing PO Box 70711 Johnson City, TN 37614-1710

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

Letterhead and envelopes must be ordered through Identity. Please email identity@ etsu.edu.

2.25’’

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

ENVELOPE STYLE #10 Official SIZE 9.5 x 4.125 inches PAPER White wove 24#

PRINTING INK PMS 282 TYPOGRAPHY 10 pt. Rotis Sans Serif 11 pts. leading align with E in EAST

Stationery Standards

4.7 BUSINESS CARD

BUSINESS CARD

The standard East Tennessee State University business card is 3.5 inches by

.25’’

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

1.625’’

1.39’’

.25’’

Your Name

Title Department of College of East Tennessee State University

.625’’

information will be printed in PMS 282 to the specifications below.

PO Box 70000 Johnson City, TN 37614

Business cards must be ordered through eBucs UPS Punchout. Please email identity@etsu.edu.

P 423-439-0000 C 423-000-0000 F 423-439-0000 email@etsu.edu www.etsu.edu

BUSINESS CARD SIZE

3.5 x 2 inches

PAPER

80# white matte cover

PRINTING INK

PMS 282, PMS 123

TYPOGRAPHY

name: 11 pt. Rotis Sans Serif Bold 8 pt. Rotis Sans Serif Italic title: department: 8 pt. Rotis Sans Serif Regular university: 8 pt. Rotis Sans Serif Regular 9 pts. leading

addresses: 8 pt. Rotis Sans Serif Regular 9 pts. leading

phone: 8 pt. Rotis Sans Serif Regular 8 pt. Rotis Sans Serif Regular fax: email: 8 pt. Rotis Sans Serif Regular website: 8 pt. Rotis Sans Serif Regular

Stationery Standards

4.8 BUSINESS CARD OPTIONS

BUSINESS CARD TWO-COLOR FRONT

The East Tennessee State University business card has multiple color options.

Your Name

Choose from White, Blue or Gold front

Title Department of College of East Tennessee State University

and White, Blue or Gold back printing colors as shown.

Title Department of College of East Tennessee State University

PO Box 70000 Johnson City, TN 37614

Business cards are for use by university

P 423-439-0000 F 423-439-0000 email@etsu.edu www.etsu.edu

employees only.

Business cards must be ordered through eBucs UPS Punchout. Please email identity@etsu.edu.

Your Name

C 423-000-0000

PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-0000 email@etsu.edu www.etsu.edu

blue front

C 423-000-0000

Your Name

Title Department of College of East Tennessee State University PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-0000 email@etsu.edu www.etsu.edu

gold front white front

BUSINESS CARD TWO-COLOR BACK

blue back gold back white back

C 423-000-0000

Stationery Standards

4.9 APPOINTMENT CARD OPTIONS

STANDARD

The East Tennessee State University appointment card has several

Street Address City, State Zip

options depending on practice needs.

Appointment cards are not to be used as

PLEASE CALL 423-000-0000 TO CANCEL

business cards.

Appointment cards must be ordered through eBucs UPS Punchout. Please email identity@etsu.edu.

If unable to keep this appointment kindly give 24 hours notice. _____________________________________ has an appointment Date: ______________________ Time: _____________ AM/PM With Dr. ___________________________________________

OPTIONAL- TWO SIDED

PROGRAM OR SERVICE NAME APPOINTMENT

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

front

Your Name Program 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: your_email@etsu.edu

back

Stationery Standards

4.10 STUDENT BUSINESS CARD OPTIONS

BUSINESS CARD TWO-COLOR OPTION

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

Your Name Student College and/or Major P: 000-000-0000 C: 000-000-0000 Email: your_email@etsu.edu

for business cards as specified in 3.8 Faculty/Staff Business Card Options.

blue

Business cards must be ordered through ETSU Identity. Please email identity@etsu.edu.

Your Name Student College and/or Major P: 000-000-0000 C: 000-000-0000 Email: your_email@etsu.edu

gold

BUSINESS CARD ONE-COLOR OPTION

Your Name Student College and/or Major P: 000-000-0000 C: 000-000-0000 Email: your_email@etsu.edu

white

Stationery Standards

4.11 EMAIL / ELECTRONIC SIGNATURE

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.

Employee Name Job Title Department

P 000-000-0000 C 000-000-0000 youremail@etsu.edu

University, College, Department,

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

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

If you need graphics or have questions please call Identity. Please email identity@ etsu.edu.

Employee Name Job Title Department

P 000-000-0000 C 000-000-0000 youremail@etsu.edu

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

Employee Name Job Title Department

P 000-000-0000 C 000-000-0000 youremail@etsu.edu

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

TYPOGRAPHY name: 10 pt. Arial Bold title: 9 pt. Arial Regular contact info: 9 pt. Arial Regular descriptors: 6 pt. Arial Bold

Stationery Standards

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 identity@etsu.edu for more information.

NOTE CARD AND ENVELOPE

NOTE CARD SIZE Flat: 5.5 x 8.5 inches Finished: 5.5 x 4.25 inches

3.5 Department of Biostatistics and Epidemiology

4.25’’

PAPER 25% cotton recycled bright white 24# PRINTING INKS PMS 282 and PMS 121

.75’’

5.5’’

1.3125

(Use PMS 123 for coated paper)

TEXT ON BACK 16 pt. Rotis Serif Regular, 19.2 pts. leading

ENVELOPE STYLE A-2 Square-Flap

Department of Biostatistics and Epidemiology

Undergraduate Programs .625’’

SIZE 5.75 x 4.375 PAPER White wove 24# PRINTING INKS PMS 282 TYPOGRAPHY 11 pt. Rotis Sans Serif centered under logo

.3125’’

2.25’’

.25’’ .6875’’

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

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

Stationery Standards

4.13 FAX TEMPLATE Downloadable templates are available at www.etsu.edu/identity

FAX TEMPLATE

PO Box 70000 Johnson City, TN 37614 P 423-439-0000 F 423-439-1000

Department Name

FAX COVER SHEET Date: ___________________Total Pages (including this cover page): ________ To: _____________________________________________________________ Attention: ________________________________________________________ From: __________________________________________________________ Message: _______________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

ETSU.EDU

Stationery Standards

4.14 RELATED MATERIALS

CATALOG ENVELOPE

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

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

ENVELOPE STYLE 12 1/2 Catalog

PAPER standard white wove

SIZE 12 x 9 inches

PRINTING INKS PMS 282

MAILING LABEL LABEL STYLE Laser printer labels #5164 SIZE 4 x 3.33 inches PAPER white, crack-n-peel PRINTING INKS PMS 282, PMS 123 and black or black version of the primary logo

PO Box 70000, Johnson City, TN 37614

Design Standards

5.1 DESIGN PRINCIPLES

NEGATIVE SPACE

Use of negative space Negative 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

COMPELLING PHOTOGRAPHY

orderly, comfortable fashion.

Proper hierarchy Proper 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 copy Write 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 photography Utilize images that are emotionally resonant. Photography should be evocative and thought-provoking. Our photos should embody the personality of our brand.

Essential branding It’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.

UR FOOTPRINTS

WHERE WILL YO

LEAD?

TOWARD DISCOVERY

morrow. rkforce of to healthcare wo rough the educate the s available th m ra og pr At ETSU, we ee gr prepared de e ar ive s at te ov ua inn r grad Discover 35 ces Center. Ou provide to ien t Sc en h m alt on Academic He althcare envir e. llaborative he t care possibl to work in a co e and efficien siv en eh pr m the most co ufootprints prints or #ets etsu.edu/foot Learn more at

PROPER HIERARCHY CUSTOMERFOCUSED COPY

CLEAR CALL TO ACTION

ESSENTIAL BRANDING

Design Standards

5.2 LOGO PLACEMENT

STACKED LOGO

Logo placement is important, especially preferred placement

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).

preferred placement

HORIZONTAL LOGO preferred placement

preferred placement

5.3 USING UNIT IDENTIFIERS

EXAMPLES

Whenever possible, the primary ETSU logo should be used for all off-campus

OURSE materials. Units should be identified in EQUIREMENTS text elsewhere on the material. This allows for greater visibility for the department

RE COURSE REQUIREMENTS

along with greater visibility of ETSU as

T 5100 T 5120 T 5140 T 5160 T 5180

Introduction to Public Administration Public Personnel Management Public Organization Theory Public Budgeting and Finance Quantitative Inquiry & Policy Analysis for Public Managers T 5200 Legal and Ethical Considerations in Public Administration

a unified brand. InWHAT someALUM cases, a unit NI ARE SAYING...

City Management Profession Urban Government Legal Considerations in Local Government Seminar in Public Management

(if space allows)

NOMIC PLANNING D DEVELOPMENT

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

ERNSHIP

T 5800 Public Management Internship OR T 5820 Public Administration Consultantship

T 5840 Public Management Report OR additional MPA courses

November 15 for Spring admission

Treatment and Prevention

Behavioral Professionals “ETSU’s MPA program has prepared me for aHealth significant role inSOWK local government.

It has given me a in Addiction 5370 Cultural Humility comprehensive understanding of all facets of City Treatment and Prevention Management that allows me to take a seat at the *prerequisite management table with other city leaders…[the MPA degree] has proven successful for my career.”

solution for your specific use.

T 5280 Seminar in Public Risk Management T 5750 Public Sector Financial Management T 5300 Non-Profit Resource Development dit Hour Guided Elective

PSTONE

APPLICATION DEADLINES

career in three different cities, each withina distinct SOWK 5367* Seminar Alcoholsetand of challenges, over the Other past thirty years…”

Drugs

identity@etsu.edu to determine the ofbest SOWK 5369 Science Addiction for

—Blaine Wade, Police Chief, Bristol, TN

CONTACT Dr. David Briley, Associate Professor and Director, MPA Department Of Political Science, International Affairs and Public Administration 423-439–6697 | briley@etsu.edu

Certificate in Clinical Alcohol & Drug Abuse Counseling Studies (CCADACS)

INFLUENCE • MANAGE • ADVOCATE

—Charles Stahl,Please Assistant City email for displaying unit identifiers.

SOWK Clinical in Addiction Manager5368 of Johnson City,Practice TN

N-PROFIT AND PUBLIC ANCIAL MANAGEMENT

DEPARTMENT OF SOCIAL WORK

MASTER OF PUBLIC ADMINISTRATION PROGRAM

identifier must be used. Depending on size “ETSU’s MPA program has really prepared me for a COURSES successful career in local governmentoptions management; a and material identity has multiple

AL GOVERNMENT MANAGEMENT

T 5500 T 5520 T 5400 T 5240

EAST TENNESSEE STATE UNIVERSITY’S

April 15 for Summer admission May 15 for Fall admission Graduate Application www.etsu.edu/gradstud/default CCADACS Website www.etsu.edu/crhs/socialwork/ccadacs.php

CONTACT Department of Social Work Dr. Dorothy Greene 423-439-6569 DEPARTMENT OF greeneds@etsu.edu Political Science,

P.O Box 70651 301 Rogers-Stout Hall Johnson City, TN 37614-1702

International Affairs and www.etsu.edu/crhs/socialwork/ccadacs.php Public Administration

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

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

Shawn Wingerter Marine Corps veteran

YOUR FUTURE STARTS HERE! 140 Degree Programs 30 Programs 100% Online

Office of Veterans Affairs

va@etsu.edu | 423-439-7161 www.etsu.edu/veterans

5.4 USING TAGLINES

STACKED LOGO

Within higher education, it can be preferred placement

difficult to develop a truly unique tagline that avoids clichĂŠd 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 subbrands, 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

tagline

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.

HORIZONTAL LOGO preferred placement

tagline

Design Standards

5.5 DESIGN ELEMENTS

GEOMETRIC BACKGROUNDS

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 identity@etsu.edu Bold Angles The use of bold angles also helps to create interest, movement and consistency across our materials. These diagonal lines help

BOLD ANGLES

show our consistent pursuit of progress.

APPLY FOR ADMISSION

ATTEND ORIENTATION & PREVIEW

You can apply to ETSU any time after completing your junior year of high school.

Once 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.

• 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

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

• 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:

Subject Area

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

Units

English

4

Algebra I and II

2

Geometry or other advanced math

2

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

3

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

1

United States History

1

A single foreign language

2

Visual or Performing Arts

1

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

APPLY FOR

BE A BUC! quick links & contact info Admissions 423-439-4213 or 1-800-GO2-ETSU admissions.etsu.edu

WHERE WILL YOUR

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

SCHOLARSHIPS & AID AVAILABLE

Attending 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.

Scholarships 423-439-7094 etsu.edu/scholarships Housing and Residence Life 423-439-4446 etsu.edu/housing

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

Disability Services 423-439-8346 TDD/Voice 423-439-8370 etsu.edu/students/ds Health Services 423-439-4225 etsu.edu/nursing/shserv

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

FOOTPRINTS LEAD?

TOWARD DISCOVERY

row. rce of tomor healthcare workfo le through the educate the programs availab are prepared At ETSU, we tes innovative degree . Our gradua e Discover 35 Sciences Center nment to provid Academic Health orative healthcare enviro le. nt care possib to work in a collab ive and efficie ehens the most compr ootprints tprints or #etsuf etsu.edu/foo Learn more at

Athletics 423-439-4343 etsubucs.com

12

APPLICATION DEADLINES AND STARTING TERMS

ADMISSION TO GRADUATE STUDIES

In 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 REQUIREMENTS For 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.

Office of Veterans Affairs va@etsu.edu 423-439-6819 www.etsu.edu/veterans

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

Apply Your Service to a College Career Path!

140 Degree Programs

• One official transcript from every college or university where the applicant has taken courses.

Specialist, doctoral, and international applicants are subject to additional specific requirements and should refer to the appropriate sections of the graduate catalog, which is available at the School of Graduate Studies website.

| 30 Programs 100% Online ETSU is an AA/EEO employer.

Designed by ETSU University Relations.

ETSU-125-16 1M

Design Standards

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

EXAMPLES / DO NOT USE

East Tennessee State University’s visual brand

DO NOT use faded images

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.

with overlayed text.

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 eatesteQui odi dis et doluptatem eiusam dellique pernam, inihill upieniatem nobitatur re sa voluptiat ommossi nusapis suntiore, od modi sinvendelest veliquibus.

Sedis atureic tem volent que nis et qui cust doluptaerrum doluptam rehent verum exerio venditias comnis et quidebitet ellector as esequia voluptat ulpa v

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,

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

DO NOT use cut-out images or wrapped text.

DO NOT use gradient backgrounds

Publications and Media

6.1 PUBLICATIONS

PUBLICATION EXAMPLES

The primary logo is the standard for publications. It can be used in various places publications, in full color, or in Paying for it canon be tough.

College is expensive.

Office of Financial Aid www.etsu.edu/finaid

get it. aWereverse

finaid@etsu.edu | 423-439-4300 Burgin Dossett Hall, Room 105 P.O. Box 70722, Johnson City, TN 37614

format on a solid field (see logo

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.

variations for guidelines). See Section Additional Resources

3.3 for approved typefaces, alternate

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

fonts may be used for publications and Tennessee Student Assistance Corporation www.tn.gov/collegepays | 1-800-342-1663 • • • • • • •

Lottery Scholarships Grants TN ReConnect Loan Forgiveness Student Portal Financial Literacy

must be approved by Identity prior to use. Please email approval@etsu.edu.

Direct Loan Program www.studentloans.gov | 1-800-557-7394

“College can be an exciting experience, but it In order to best represent ETSU the can also be one of questions and confusion.

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

Thankfully, the Office of Financial Aid, with its flexible hours and availability of walkin counselors, has been able to assist me throughout my years at ETSU and made my time here that much more enjoyable.”

main university colors of blue (PMS ETSU Scholarship Office

P.O. Box 70557 Johnson City, TN 37614-1707 www.etsu.edu/scholarships | 423-439-7094 scholarshipoffice@etsu.edu

282) and gold (PMS 123) should be - Anthony Johnson

the predominant colors in your layout.

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

Suggested colors that complement • September 1 for Fall term

• February 1 for Spring and Summer terms

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 nondiscrimination can be found at: http://www.etsu.edu/equity/compliance.aspx.

Designed by ETSU University Relations. ETSU-078-17 3M

ETSU’s blue and gold may be found in • June 30 ETSU deadline for lottery payments to be processed for current aid year

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 approval@etsu. edu before beginning design process.

All Tuesday and Wednesday Daytime Events in Reece Museum

Tuesday, April 12

10:00 a.m. Welcome and Introduction, with Dr. Bert C. Bach; Poet-inResidence Reading with Jesse Graves and Don Johnson; Winners of Mockingbird Awards

First Annual

11:15 a.m. Lunch Reception and Mockingbird Release

12:30-1:30 p.m. Fiction Writing Workshop, “When Fake is More Real than Real,” with Robert Gipe

1:45-2:45 p.m. Poetry Writing Workshop, “The House That Fear Built: Writing the Poems That Scare You Most,” with Stephanie Pruitt 8:00 p.m.

3:00-3:45 p.m. “Meet Your Professors,” Willow Tree, $5.00 with Mark Baumgartner, Jesse Graves, An Evening of Kevin O’Donnell, Katherine Weiss, Poetry and Music, with Daniel Westover Jesse Graves and 4:00-5:00 p.m. Fiction and Poetry Reading, R. B. Morris with Robert Gipe and Stephanie Pruitt

Tuesday, April 12

Wednesday, April 13

10:00-11:15 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”

FINANCIAL AID

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

Spring 2016

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

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 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

ETSU Celebrates Creative Writing

Publications and Media

6.2 ADVERTISING

PRINT ADVERTISEMENT

Most ads are printed in one color (black) in magazines or newspapers. For blackand-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.

INTS LEAD

OUR FOOTPR

TOWARD E. ADVENTUR WHERE WIL

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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

Apply Your Service to a College Career Path!

to the point using as few words as

140 Degree Programs

possible, with a strong visual element. A web address should also be included. etsu.edu/footprints â?˜ 1-800-GO2-ETSU â?˜ #ETSUfootprints

1/2 of the vertical space on the billboard to ensure readability. Text should display at a minimum of 18 inches at

BILLBOARD ADVERTISEMENT

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 identity@etsu.edu.

30 Programs 100% Online

Office of Veterans Affairs

The East Tennessee State University horizontal logo should comprise 1/3 to

|

ONLINE ADVERTISEMENT

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

Publications and Media

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

Publications and Media

6.4a SOCIAL MEDIA

APPROVED SOCIAL MEDIA ICONS AND LOGOS

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.

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.

Publications and Media

6.4b SOCIAL MEDIA LOGO USAGE

EXAMPLE

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

SNAPCHAT GEOFILTERS

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

11:45AM

80%

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 onethird 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 approval@etsu.edu.

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 p ­ rinting in PMS 282 and 123.

For promotional items and apparel,

Department of Political Science, Internal Affairs and Public Administration

the preference is always to use the two school colors of blue and gold.

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

Promotional items shall always display the university logo or College logo. Due

ETSU Department of Audiology and Speech-Language Pathology

or navy Isacord #3355. For screen print

to varying imprint sizes - please contact

Department of Audiology & Speech-Language Pathology

Identity to request appropriate logos.

For questions please email identity@etsu.edu. etsu.edu/cas

Promotional Items and Apparel

7.1 BRAND MERCHANDISE

T-SHIRTS

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 identity@etsu.edu.

Media & Communication

ETSU Department of Engineering, Engineering Technology, and Surveying

NOTEBOOK COVERS

PENS

ETSU Department of Audiology and Speech-Language Pathology

ETSU Department of History etsu.edu/history

Miscellaneous Applications

8.1 IDENTIFICATION

EMPLOYEE NAME TAG

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

FIRST NAME LAST NAME Department / Position

STUDENT STAFF ID

Undergraduate Bucky Buccaneer E00000000

DISPOSABLE NAME TAG

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

Downloadable template available at www.etsu.edu/identity

Miscellaneous Applications

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

Miscellaneous Applications

8.3 DISPLAY MATERIALS

TABLECLOTH

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

Department of History

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

Department of History

identity@etsu.edu.

All display cloths shall be ordered by contacting identity@etsu.edu.

TENT

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 identity@etsu.edu.

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 identity@etsu.edu for ordering.

LIGHT POLE BANNERS

Miscellaneous Applications

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

SCHOOL OF GRADUATE STUDIES

contact identity@etsu.edu.

BUSINESS AND TECHNOLOGY

Miscellaneous Applications

8.4 OUTDOOR SIGNAGE

CAMPUS ENTRANCE ID

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.

LARGE AND MEDIUM VEHICULAR DIRECTIONAL SIGN

SMALL VEHICULAR DIRECTIONAL SIGN

Miscellaneous Applications

PRIMARY BUILDING ID SIGN

WALL MOUNT BUILDING ID SIGN

SECONDARY BUILDING SIGNS With Department and Services

Miscellaneous Applications

TERTIARY BUILDING SIGNS

Tertiary Free Standing Building ID Sign

Tertiary Wall Mounted Building ID Sign

PEDESTRIAN DIRECTIONAL SIGNS

Primary Pedestrian Directional Sign

SPECIALTY PEDESTRIAN DIRECTIONAL SIGN

Secondary Pedestrian Directional Sign

Miscellaneous Applications

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 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla

NO TRESPASSING Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

24 Hour Video Recording in Progress

ETSU PROPERTY

Miscellaneous Applications

8.5 INDOOR SIGNAGE

BUILDING HANGING 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.

NAME PLATE

Please email identity@etsu.edu for ordering of university signage.

First and Last Name Title (optional)

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.

STANDARD INTERIOR SIGNAGE

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 identity@etsu.edu for ordering of university signage.

Building Room Sign

Restroom Sign

Wall Directory Sign

Miscellaneous Applications

8.6 PATCHES, PLAQUES, EMBOSSING

PATCHES

M

IN E

IC

Y

AC

E

N

is gold or silver the blue or black logo should be used. If the surface is navy or be used.

ENGRAVING/EMBOSSING

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ETSU QU I

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surface being engraved. If the surface

black the gold or white logo should

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will G E logo to be used I When engraving, the R C I A O F PofHthe plaque/ M E D be determined by the color

COL

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surfaces use white or gold logo.

E

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When embossing or debossing on dark

AR

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color material use gold or white logo.

CI M E DI

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Embossing/Debossing/Engraving

BILL GAwith TT one N When embossing orUdebossing

GE

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Please email identity@etsu.edu regarding any patch questions.

BILL GATT

COL

Patches may never be used as a design or logo.

U

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Patches can only be designed by Identity.

PARTME

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be used in health sciences for lab coats.

DE

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Patches or the college logo should only

ET

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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

Camera-ready artwork. Any copy,

Descender. In typography, the part of the

file created in Adobe Illustrator that can be

illustrations, photographs, charts, graphs,

letter form that dips below the baseline;

scaled up indefinitely.

tables, etc. that have been prepared for pre-

usually refers to lowercase l­ etters and some

press or printing. Origin: Prior to digital,

punctuation, but some typefaces have

reproduction artwork was photographed to

uppercase letters with d ­ escenders.

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

make printing plates. See also CREF. Caps and small caps. Two sizes of capital letters used together.

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

Digital. The process by which a computer

horizontal line upon which the main body

CMYK. Acronym for the four process colors

electronically translates information into

of the type sits. Rounded letters actually

used in printing a “full-color” image: cyan,

visible images on monitors or paper.

dip slightly below the baseline to give

magenta, yellow, and key (black).

optical balance.

Dingbat or Wingding typeface. A typeface

Color build. A color created by combining

made up of non-alphabetic marker

Bevel. Adding a “beveled” effect to a

various screens of colors used

characters, such as arrows, asterisks, and

graphic image gives the image a raised

in process (four-color) printing: cyan,

encircled numbers.

appearance by applying highlight colors

magenta, yellow, and black (CMYK).

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.

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 setwidths of the characters are narrower than in the standard typeface. (Note: not the

Block quote. A long quotation, four or more

inter-character space—that is accomplished

lines, within body text, that is set apart in

through tracking).

order to clearly distinguish the author's words from the words that the author is quoting.

Continuous-tone. Artwork that contains gradations of gray, as opposed to blackand-white line art. Photographs and some

Body type (roman aka normal, plain, or

drawings, like charcoal or watercolor,

book). Type used for long passages of text,

require treatment as c­ ontinuous-tone art.

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.

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.

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

Image area. The area on a page within

Logotype. A name (ETSU) designed in a

designed small capital letters and

which copy is positioned; determined by

graphically unique type arrangement.

numerals.

the printing margins.

Finish. The surface characteristic of

JPEG (Joint Photographic Electronic Group).

for the original artwork furnished to a

printing paper, i.e., dull, gloss, matte,

A common compression method that

printer for reproduction. See also camera-

vellum, etc.

shrinks a file's storage size by discarding

ready art work, CREF.

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

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.

Mechanical (or mechanical art). The term

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

to replicate full color in printing. Four

Kerning. In typesetting, the adjustment of

when a bit-mapped image is reduced,

colors—cyan, magenta, yellow, and black—

the space between letters.

enlarged, displayed, or printed at a

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, Hexcolors are web-specific colors that assure consistency regardless of computer or monitor used.

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 com­posing 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

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.

with desktop publishing graphics programs

Pixel (picture element). The smallest unit

can be treated as line art. For printing

that a device can address. Most often

purposes, positive halftones can be handled

referring to display monitors, a pixel being

as line art.

the smallest spot of phosphor that can be

Logo. An identifying mark or symbol.

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

lit up on the screen

Glossary

PNG (Portable Network Graphics format).

Sans serif. Typefaces without serifs

Style sheet. In desktop publishing program,

PNG (usually pronounced “ping”) is used

(stylized tips) having a tendency for

style sheets contain the typographic

for lossless compression. The PNG format

monotone stroke weight. This type face,

specifications to be associated with tagged

displays images without jagged edges while

Arial, is sans serif.

text. They can be used to set up titles,

keeping file sizes relatively small, making them popular on the web. However, PNG files are generally larger that GIF files.

Scaling. Reduction or enlargement of artwork, which can be proportional (most frequently) or disproportional. In desktop

PMS. See Pantone. The standard

publishing, optimal scaling of bitmaps is

ETSU blue is PMS 282.

reduction or enlargement that will avoid or

Point. A standard unit of measure used to

reduce moiré patterns.

measure the vertical size of a typeface. One

Screen (or screen tint). A printing process

point equals 1⁄72 of an inch.

used to print a shade of a color or black less

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.

than full strength.

Serif. A typeface with short lines projecting from the main strokes of the

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.

letterform. The type you are reading—

TIFF (Tagged Image File Format). For digital

Stone Print—is a serif typeface.

halftones, a device-­independent graphics

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.

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

Pixilated image files take up less space than

Signature. 1. The combination of

vector images. However, they cannot be

typography and graphics used as a unit

resized to larger dimensions without loss of

in a fixed arrangement that represents

resolution.

the institution, its departments, or its

Vector graphic. Vector graphics are drawn

activities. See logo.

in paths. This allows the designer to resize

Resolution. The crispness of detail or fineness of grain in an image. Screen

2. The collated pages of a sheet of paper,

resolution is measured in dots by lines (for

printed on both sides, folded and trimmed,

example, 640 x 350); printer resolution is

making up one section of a bound book.

measured in dpi (dots per inch).

Spot color. For offset printing, separation

RGB. Acronym for the additive primary

of solid premixed ink colors (for example,

colors—red, green, and blue—used to

green, brown, light blue, etc); used when

create images on a computer screen.

the areas to be colored are not adjacent.

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.

Spot colors are generally referred to by the Pantone® Matching System corresponding number, e.g., Berea Blue: PMS® 7462.

Stock. Printing paper.

given by the designer, i.e., Garamond, Futura, Galliard, Berkeley, Goudy.

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.