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2012-2014

BRAND GRAPHICS POLICY

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

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UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

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TABLE OF CONTENTS

Introduction

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Exemptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Purpose of the Brand Graphics Policy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Legal Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Color

Primary Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Secondary Palettes

Color Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Typography

Delta Jaeger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Helvetica Neue

ITC Giovanni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Brisa

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

15 17

Tone Chart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Logos Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

General Application Guidelines

Primary Signature

Primary Logo

Unacceptable Primary Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

One Line Primary Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Lettermark (Monogram)

Secondary Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Secondary Alternate Logo

Unacceptable Secondary Alternate Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

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Minerva . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Graphic Elements

Red Stripe

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Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Vignette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Examples

Billboard & Outdoor Advertising

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Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

Motion Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

PowerPoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Web

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Web Color & Texture

Web Typography

Gradients & Shadows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Required Web Graphic Elements

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INTRODUCTION

Why Is the Brand Graphics Policy Important? Brand graphics involves the use of logos, typefaces and colors to create a clearly recognizable image for an institution. A brand graphics policy is necessary for organizations as large and diverse as UofL to build and communicate a clear institutional brand identity for its many target audiences. A successful brand graphics program helps the university develop strong name recognition by defining a “look” for all university materials that audiences instantly identify with UofL. This does not mean that all materials must look exactly alike. It does mean that they must all clearly belong to the same family, with logos, typefaces and colors used consistently. Through a consistent brand graphics program, UofL can project a strong, unified and professional image to all audiences even though communications are coming from hundreds of separate units across our campuses. Following this policy officially identifies your unit as part of the university, increasing brand identity with your audience and making it more likely that your message will be received.

To what types of materials do the brand graphics policy apply? The policy applies to all brochures, publications, periodicals, websites and any other type of marketing materials produced by the university or partner agencies for external audiences. Materials governed by the policy include, but are not limited to, the following: • Recruitment brochures

• Promotional videos and CDs

• Viewbooks or annual reports

• Stationery and business cards

• Publications for alumni and donors

• Banners and posters

• Official university websites

• Promotional items and merchandise

• Departmental program information • Periodical magazines or newsletters

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

• Campus signage • Apparel

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EXEMPTIONS

Who is not required to adhere to the brand graphics policy? There are several UofL-related entities that are not required to adhere in full to the specifications within this document. Each of these have been granted conditional exemption by the Office of Communications & Marketing (OCM) in some part–be that logo, color scheme, typeface, or other aspects of the brand guidelines. These entities are: • University of Louisville Foundation • UofL Athletics • Charting Our Course Comprehensive Capital Campaign • Recognized Student Organizations (RSO) • The McConnell Center • UofL Magazine

Note: Student Government Association and other student groups (not to be confused with campus units that serve students, such as Student Affairs) are not required to use the brand design elements, but they are encouraged to do so when communicating to external audiences or representing the university to an external audience in an official capacity.

Questions The president of the University of Louisville has endorsed this brand graphics policy. The president has designated the Office of Communications & Marketing (OCM) to review requests for any exceptions or special permissions related to these regulations. To request an exception, contact OCM by phone at 502-852-6171 or by email at branding@louisville.edu.

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PURPOSE OF THE GUIDELINES

The purpose of the Brand Graphics Policy is to provide rules for coherent communication of the University of Louisville (UofL) brand. This document outlines an identity standards and applications system in three parts. The first part contains a group of identity elements specifically designed to identify the UofL brand. The second part contains regulations and examples specifying acceptable employment of the graphical elements. The third part defines the look and feel of the brand and presents sample applications for use in brand communications. The coordination of the UofL brand to consumers plays a significant role in their impression of the brand. Consistency is paramount to the success of the identity system. Consistent use of the mark and supporting elements will build brand equity and resonance. The end result will be an increased understanding of the UofL brand by the public. Use only original vector artwork for reproduction of these marks. Elements and marks may not be altered electronically or manually, nor can they be stretched, outlined, given drop-shadows or enclosed in shapes that appear to be an organic part of the element.

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LEGAL REQUIREMENTS

Equal Opportunity Statement Any university publication directed at audiences outside the university community must by law include the following equal opportunity statement: The University of Louisville is an equal opportunity institution and does not discriminate against persons on the basis of race, age, religion, sex, disability, color, sexual orientation, national origin or veteran status. When space is a consideration in producing print advertisements or marketing materials, the following abbreviated statement may be used: The University of Louisville is an equal opportunity institution. The abbreviated statement cannot be used for student catalogs, student handbooks or official employee handbooks. These publications must include the full equal opportunity statement. Questions regarding this policy should be directed to the Office of Affirmative Action in Human Resources at 502-852-6538.

State Funds Statement Any university publication that has been paid for with state funds must by law include the following statement: This publication was prepared by the University of Louisville and printed with state funds KRS 57.375.

Legal Notice All material in this document is registered 速 to UofL. This material includes but is not limited to printed and/or electronic text and images. All registration privileges and other rights implied or explicit are reserved. Written permission from a duly appointed officer of UofL is required for any use or publication, public or private, of any material registered to UofL. There is no implied consent for any use, publication, republication or transmission of material registered to UofL.

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COLOR

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PRIMARY COLOR PALETTE

Color chips are presented in Pantone 速, CMYK, RGB and hexadecimal values (web). These are all the primary colors for use with relevant UofL applications. UofL Yellow is to be used only in the Cardinal icon for full color usage. Regardless of color, it is important that all marks and text are legible. Lastly, UofL Red should never be tinted, as it produces an undesireable shade of pink.

UofL RED

BLACK

RGB

PMS 1797 0 / 100 / 99 / 4 227 / 27 / 35

WEB

AD0000

PANTONE CMYK

UofL YELLOW

RGB

PMS 130 0 / 30 / 100 / 0 253 / 185 / 19

WEB

FDB913

PANTONE CMYK

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

RGB

BLACK 40 / 30 / 30 / 100 0/0/0

WEB

000000

PANTONE CMYK

GRAY

RGB

20% BLACK 0 / 0 / 0 / 20 209 / 211 / 212

WEB

CCCCCC

PANTONE CMYK

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SECONDARY COLOR PALETTE

These are all the secondary colors for use only as accents in relevant UofL applications.

UofL PURPLE

RGB

PMS 262 45 / 100 / 0 / 55 86 / 0 / 78

WEB

56004E

PANTONE CMYK

UofL BROWN

RGB

PMS 161 0 / 52 / 100 / 64 118 / 66 / 0

WEB

764200

PANTONE CMYK

UofL MUSTARD

RGB

PMS 118 0 / 18 / 100 / 27 196 / 159 / 6

WEB

C49F06

PANTONE CMYK

UofL DEEP AQUA

RGB

PMS 3035 100 / 0 / 5 / 72 0 / 73 / 99

WEB

004963

PANTONE CMYK

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

UofL MAROON

RGB

138 / 37 / 41

RGB

PMS 159 0 / 66 / 100 / 7 227 / 111 / 30

WEB

8A2529

WEB

E36F1E

PANTONE

PMS 506

UofL DEEP ORANGE

45 / 100 / 100 / 15

CMYK

UofL TAN

RGB WEB

CEAA7A

CMYK

UofL MOSS

RGB

PMS 5777 10 / 0 / 49 / 28 177 / 181 / 121

WEB

B1B579

PANTONE CMYK

UofL AQUA

RGB WEB

00788A

CMYK

RGB

PMS 460 4 / 5 / 44 / 0 246 / 231 / 161

WEB

F6E7A1

PANTONE CMYK

UofL OLIVE

RGB

PMS 371 43 / 0 / 100 / 56 79 / 110 / 24

WEB

4F6E18

PANTONE CMYK

UofL SLATE

PMS 3155 100 / 0 / 24 / 38 0 / 120 / 138

PANTONE

CMYK

UofL CREAM

PMS 465 20 / 32 / 58 / 0 206 / 170 / 122

PANTONE

PANTONE

RGB

PMS 7545 23 / 2 / 0 / 63 91 / 111 / 123

WEB

5B6F7B

PANTONE CMYK

UofL ORANGE

RGB

PMS 144 0 / 48 / 100 / 0 248 / 152 / 29

WEB

F8981D

PANTONE CMYK

UofL GOLDENROD

RGB

PMS 7407 0 / 22 / 85 / 11 229 / 181 / 58

WEB

E5B53A

PANTONE CMYK

UofL GREEN

RGB

PMS 349 100 / 0 / 91 / 42 0 / 112 / 60

WEB

00703C

PANTONE CMYK

UofL LIGHT SLATE

RGB

PMS 7542 10 / 0 / 3 / 16 194 / 209 / 211

WEB

C2D1D3

PANTONE CMYK

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COLOR DISTRIBUTION

followed by our primary brand colors. Secondary colors should be used as accents and not dominate a design.

PRIMARY

30%

WHITE SPACE

60%

SECONDARY

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

Below is a general suggestion for the distribution of colors within the UofL palettes for any given design. Emphasis is placed on white space,

10%

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TYPOGRAPHY

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TYPEFACES

Delta Jaeger Delta Jaeger is a great headline typeface due to its clean appearance, large x-height and wide, open proportions. This typeface is the original basis of the University of Louisville primary mark (logo). Any typeface within the Delta Jaeger family (e.g. condensed, light, etc) is available for use at the designer's discretion.

Aa TONE Strong, confident, progressive and modern BEST USED IN Headlines, subheading AVAILABLE AT Linotype.com

Delta Jaeger Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Delta Jaeger Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Delta Jaeger Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Delta Jaeger Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPEFACES

Helvetica Neue Helvetica Neue is a versatile, neutral typeface that projects a clean, linear feeling when used. This typeface should be employed when Delta Jaeger is too strong or heavy or when a more refined tone is needed. Any typeface within the Helvetica Neue family (e.g. condensed, light, etc) is available for use at the designer's discretion.

Aa TONE Contemporary, modest, technical BEST USED IN Headlines, body copy AVAILABLE AT Linotype.com

Helvetica Neue Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Neue Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Neue Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Helvetica Neue Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPEFACES

ITC Giovanni ITC Giovanni is a modernized take on classic type proportions. It works very well as a body copy or in design solutions that require a more academic or stately overtone. Any typeface within the ITC Giovanni family (e.g. black, bold, etc) is available for use at the designer's discretion.

Aa TONE Academic, classic, intelligent, traditional BEST USED IN Body copy AVAILABLE AT Linotype.com

Giovanni Std Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Giovanni Std Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Giovanni Std Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPEFACES

Brisa The UofL brand is largely clean, strong and linear. While this projects the brand attributes, there are certain design solutions that require a softer and more natural feeling typeface. Brisa balances this personal touch without veering into being overly calligraphic or childish. It is mature, energetic and professional. The alternates typeface can be used as well.

Aa TONE Natural, organic, personal, lively

Brisa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BEST USED IN Subheadings, design elements, lowercase applications

Brisa Alternates

AVAILABLE AT Veer.com

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPOGRAPHY TONE CHART

Below is a chart to help in determining what typeface, weight and case should be chosen, depending on the aesthetic direction of a given design. Within the UofL brand there is a wide range of emotional expression available through typography. NOTE: Not every typeface weight available within the UofL brand is represented below.

ACADEMIC / CLASSIC

CONFIDENT / STRONG

CASUAL / PERSONAL

DELTA JAEGER BOLD

ITC Giovanni Black

ITC GIOVANNI BOOK

ITC Giovanni Book

brisa regular

HELVETICA NEUE BLACK

ITC Giovanni Black Italic

ITC GIOVANNI BOOK ITALIC

ITC Giovanni Book Italic

Helvetica Neue Thin Condensed

HELVETICA NEUE HEAVY

DELTA JAEGER MEDIUM

Helvetica Neue Condensed

HELVETICA NEUE THIN CONDENSED

Helvetica Neue Ultra Light Condensed

HELVETICA NEUE BLACK CONDENSED

HELVETICA NEUE MEDIUM CONDENSED

Helvetica Neue Medium Condensed

HELVETICA NEUE ULTRA LIGHT CONDENSED

Helvetica Neue Light Condensed

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LOGOS

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LOGO INTRODUCTION

The university’s official logo is the University of Louisville graphic signature with or without the “It’s Happening Here” theme and Cardinal head attached. An official logo should be used on all university marketing communications, including printed pieces, visual presentations, advertising and any other materials that represent the university with external audiences. It should

GLOSSARY SYMBOL A graphic mark used without words to identify a company (e.g. Cardinal bird head)

appear on the front or back cover of all printed communications unless an exception has been granted by OCM.

Logo Family 1

5

2. Primary Signature with Tagline

LOGO Word(s) in type used to identify a company (e.g. University of Louisville)

3. Primary Logo 4. Primary One Line Logo 2

6

5. Monogram 6. Secondary Logo

SIGNATURE A combination of a symbol and a logo (also known as a combination mark)

LETTERMARK A graphic representation using letters to form (an often shortened version of) a company's name (e.g. UofL)

1. Primary Signature

7. Secondary Alternate Logo

7 3

4

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GENERAL APPLICATION GUIDELINES

To maintain a high level of quality and consistency in a variety of applications, the following guidelines must be followed when applying the logo:

Quality The logo should be reproduced from an original vector-based electronic file. To order, contact OCM at 502-852-6171 or by emailing branding@ louisville.edu.

Size To maintain readability, the logo should not be reproduced any smaller than 1 1/16 inches (10 picas) in length.

Color Printed applications should use the CMYK color space version of the marks, while web or screen-based applications (video, presentations, mobile, etc.) should use the RGB color space with hexadecimal values.

Placement No version of the mark may be used to replace the words “University of Louisville” or “UofL” in a sentence or headline. They may only be used as stand-alone design elements. For specifications on the application of specific versions of a mark, please refer to any of the following pages for more details.

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PRIMARY SIGNATURE

Full Color The UofL Primary Signature in full color is for applications where full color is desired. The mark is available with and without the [A] Primary Signature on White Background

[D] Primary Signature with Tag on White Background

tagline. At all times, the marks should maintain a white trap around the

CLEAR SPACE

Cardinal.

Observe the clear space around the

Please note that the background

logo to maximize visual effectiveness. Nothing should intrude into this specified

[B] Primary Signature on UofL Red Background

[E] Primary Signature with Tag on UofL Red Background

[C] Primary Signature on Black Background

[F] Primary Signature with Tag on Black Background

shape is not part of the mark.

clear space.

A The radius of the Clear Zone for the Primary Signature must equal the size of a box represented in the blue box labeled “A” (equaling the height of the

Grayscale

letters in “Louisville”). This is then used

The UofL Primary Mark in

to measure the space surrounding the

grayscale is for applications

mark: above, below and to the side of

where full color is not available.

two parallel lines.

The mark is available with and [G] Primary Mark on White Background

[I] Primary Mark with Tag on White Background

without the tagline. At all times, the marks should maintain a white trap around the Cardinal. Please note that the background

[H] Primary Mark on Black Background

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

[J] Primary Mark with Tag on Black Background

shape is not part of the mark.

22


PRIMARY SIGNATURE

Two Color The UofL Primary Signature in two color is for applications where full color or grayscale is not available or desired. The [E] Primary Signature on White Background

[H] Primary Signature with Tag on White Background

mark is available with and without the tagline. At all times, the marks should

CLEAR SPACE

maintain a white trap around the Cardinal.

Observe the clear space around the logo to maximize visual effectiveness.

[F] Primary Signature on UofL Red Background

[I] Primary Signature with Tag on UofL Red Background

Nothing should intrude into this specified

Please note that the background shape is not part of the mark.

clear space.

A [G] Primary Signature on Black Background

[J] Primary Signature with Tag on Black Background

The radius of the Clear Zone for the Primary Signature must equal the size of a box represented in the blue box labeled “A” (equaling the height of the

Single Color

letters in “Louisville”). This is then used

The UofL Primary Mark in black

to measure the space surrounding the

and white is for applications

mark: above, below and to the side of two parallel lines.

where full color, grayscale or [A] Primary Signature on White Background

[C] Primary Signature with Tag on White Background

two color is not available or desired. The mark is available with and without the tagline. At all times, the marks should maintain a white trap around the Cardinal.

[B] Primary Signature on Black Background

[D] Primary Signature with Tag on Black Background

Please note that the background shape is not part of the mark.

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23


PRIMARY LOGO

Full Color The UofL Primary Logo in full color is for applications where full color is desired. The mark is available with and without the tagline. At all times, the marks should maintain a white trap around the Cardinal. Please note that the background shape is not part of the mark.

CLEAR SPACE Observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space. [A] Primary Logo on White Background

[D] Primary Logo with Tag on White Background

A The radius of the Clear Zone for the Primary Logo must equal the size of a box represented in the blue box labeled

[B] Primary Logo on UofL Red Background

[E] Primary Logo with Tag on UofL Red Background

[C] Primary Logo on Black Background

[F] Primary Logo with Tag on Black Background

“A” (equaling the height of the letters in “Louisville”). This is then used to measure the space surrounding the mark: above, below and to the side of two parallel lines.

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

24


PRIMARY LOGO

Grayscale The UofL Primary Logo in grayscale is for applications where full color is not available [A] Primary Logo on White Background

[C] Primary Logo with Tag on White Background

or desired. The mark is available with and without the tagline. Please note that the background shape is not part of the mark.

CLEAR SPACE Observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified

[B] Primary Logo on Black Background

[D] Primary Logo with Tag on Black Background

clear space.

A Single Color

The radius of the Clear Zone for the Primary Logo must equal the size of a

The UofL Primary Logo in black

box represented in the blue box labeled

and white is for applications

“A” (equaling the height of the letters in “Louisville”). This is then used to measure the space surrounding the

where full color or grayscale is [E] Primary Logo on White Background

[G] Primary Logo with Tag on White Background

not available or desired. The mark is available with and without

mark: above, below and to the side of

the tagline.

two parallel lines.

Please note that the background shape is not part of the mark.

[F] Primary Logo on Black Background

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

[H] Primary Logo with Tag on Black Background

25


UNACCEPTABLE MARK USAGE

The success of the University of Louisville brand identity relies on the clarity and consistency with which it is implemented. Distorting or changing it reduces its legal protection and diminishes its impact. The following examples visualize some potential mistakes that must be avoided, including reproducing the logo on a textured or patterned background that reduces clarity, replacing any letter in the logo with a symbol or other graphic element, and adding graphic devices such as rules or boxes around the logo. Do not use a university logo or mark as a basis for any new or derivative logo or mark. Adding graphic elements behind or around an official university mark is not permitted. Please note that the following examples apply to all UofL marks and should be avoided at all times.

1. Do not alter colors 2. Do not alter proportions 3. Do not remove elements 4. Do not rotate the logo 5. Do not invade clear space 6. Do not add drop shadows

1

2

3

4

5

6

7

8

9

10

11

12

7. Do not blur the logo 8. Do not skew the logo 9. Do not alter fonts 10. Do not alter layout 11. Do not crop the logo 12. Do not add elements

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26


ONE LINE PRIMARY LOGO

The one line primary logo is unique. While the Primary Signature and the Primary Logo remain the default choice for most graphic applications of the UofL mark, there are certain instances where an element with a small height footprint is required (vehicle signage, billboards, etc). The One Line Primary Logo should always be used with a purpose, as a result of a design or composition that absolutely requires this as a solution.

CLEAR SPACE Observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space. [A] One Line Primary Logo in Black on White Background

A

The radius of the Clear Zone for the One Line Primary Logo must equal the size

[B] One Line Primary Logo in Gray on White Background

of a box represented in the blue box labeled “A” (equaling the height of the letters in “Louisville”). This is then used to measure the space surrounding the mark: above, below and to the side of

[C] One Line Primary Logo in Red on White Background

two parallel lines.

[D] One Line Primary Logo on Red Background

[E] One Line Primary Logo on Black Background

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27


LETTERMARK (MONOGRAM)

The UofL Lettermark (Monogram) is an alternate method of identifying the University graphically. It is less formal than the Primary Signature or Logo but carries the same amount of brand equity and is appropriate to use in many instances.

Full Color The UofL Monogram in full

CLEAR SPACE

color is for applications where available or desired.

Observe the clear space around the monogram to maximize visual

Please note that the background

effectiveness. Nothing should intrude into this specified clear space. [A] Monogram on White Background

[B] Monogram on Red Background [C] Monogram on Black Background

shape is not part of the mark.

Grayscale The UofL Monogram in grayscale is for applications

B

where full color is not available or desired. Please note that the background shape is not part of the mark.

The radius of the Clear Zone for the Monogram must equal the size of a box represented in the blue box labeled “B”

[D] Monogram on White Background

[E] Monogram on Black Background

(half of the height of the “U”). This is then used to measure the space surrounding the mark: above, below and to the side of two parallel lines.

Single Color The UofL Monogram in single color is for applications where full color or grayscale is not available or desired. Please note that the background shape is not part of the mark.

[F] Monogram on White Background

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

[G] Monogram on Black Background

28


SECONDARY LOGO

Sub-brands, also called secondary logos, can reduce the impact and effectiveness of the university’s brand identity if not used appropriately. As such their use is limited to a very few select units that have been designated sub-brands or brand extensions of the core UofL brand. These custom signatures recognize the unique identity needs of the units and their audiences while maintaining a strong relationship to the central university brand. Colleges and schools are permitted to have a sub-brand as long as the mark adheres strictly to the design specifications shown on the following pages. Prior to the publication of this document (January 2011), certain units were awarded a secondary logo with an icon (e.g. illustrated mark) adjacent to the unit name. With the publication of this document, all secondary logos with icons will be henceforth changed to remove all icons as they compete with the overall university image and do not scale well in smaller applications. Departments, programs, centers and other campus units are not eligible for a secondary mark unless they meet the following criteria: • The unit’s basic role must not be linked to the mission of the University of Louisville; AND/OR • The unit must operate in a retail environment and have a storefront; AND/ OR • The unit has multiple funding sources and operates as a true consortium.

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29


SECONDARY LOGO

All sub-brands, including specific school marks, must adhere to the guidelines presented below.

CLEAR SPACE Observe the clear space around the logo to maximize visual effectiveness.

[A] Primary Mark with Cardinal and Affiliate

[B] Primary Mark with Affiliate School

School

Nothing should intrude into this specified clear space.

A

Unacceptable Mark Usage As of this publication, entity icons are no longer valid components of approved Secondary Logos for sub-brands. Icon/illustrations may be used separated from the logo, strictly as a design element to enhance the

T he radius of the Clear Zone for the secondary logo must equal the size

content of your marketing materials. Icons/illustrations must never stand alone to represent a sub-unit.

of a box represented in the blue box labeled “A” (equaling the height of the letters in “Louisville”). This is then used to measure the space surrounding the mark: above, below and to the side of two parallel lines.

[A] School icons are no longer valid

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30


SECONDARY ALTERNATE LOGO

Alternate sub-brand marks continue to extend the university’s identity while at the same time adapting to specific design constraints. Colleges, schools and other UofL entities that qualify for a sub-brand mark have the option to use an alternate signature if the design or layout necessitates. The implementation (shown below) should be used primarily where a more strict horizontal orientation is required.

CLEAR SPACE Observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space. A A

A B

B A

[A] Alternate sub-brand mark with affiliate school

T he radius of the Clear Zone for the secondary alternate logo must equal the size of a box represented in the blue box labeled “A” (half of the height of the “U”). This is then used to measure the space surrounding the mark: above, below and to the side of two parallel lines. The radius of the Clear Zone between the Monogram and the entity name must equal the size of a box represented in the blue box labeled “B” (width of the “L” in the Monogram).

[B] Secondary alternate logo correctly used for a design requiring strict horizontal spacing

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31


UNACCEPTABLE MARK USAGE

In addition to the rules listed on page 24 for the primary signature, the following secondary alternate logos serve as examples of how NOT to treat school marks.

1. Do not replace the monogram 2. Do not add the tag line or

additional text

3. Do not add additional icons or

1

graphic elements

2

3

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32


MINERVA

Use of the Minerva seal is restricted to presidential use and official communications that identify university-wide policies, proceedings and awards. For example, the Alumnus of the Year is considered a universitywide award and as such qualifies for Minerva; the Arts and Sciences Hall of Honor is considered a unit-based award and as such does not. The seal should not be used on academic posters, presentations or in advertising, publications or printed materials that publicize a program, activity or service of the university. Any other use of the Minerva seal must be approved by OCM.

[A] Minerva in Black

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

[A] Minerva in Red

33


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34


GRAPHIC ELEMENTS

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35


RED STRIPE

2008-2011 In the initial iteration of the brand platform, the Red Stripe was used in a very literal definition, with specific rules and guidelines for execution. This ensured exact replication and created brand awareness for the Red Stripe as a primary element of the UofL platform.

COLOR Solid red, solid black, gradients

Present– The current brand guidelines are now expanding the definition of the Red Stripe and removing the specific guidelines for usage. This is an evolution

BEST USED FOR Drawing attention to a headline, adding visual weight to a design, calling out information

of the Red Stripe as a primary graphic element within the brand and allows it to adapt more readily to various designs and mediums. Below are some examples of current usage:

Stars to Starfish 70 degrees. 1 college.

From a B.S. in Physics to a Ph.D. in Biology, the University of Louisville’s College of Arts and Sciences offers a wide range of outstanding degree programs designed for today’s thinkers and doers.

louisville.edu/ artsandsciences

[A] Red Stripe as a subverted graphic element

[B] Red Stripe as a call-out for headlines and website navigation

REACH HIGHER

HONORS PROGRAM

ULAD 117 honorsBrochure (8.5x8.5).indd 1

9/6/11 11:13 AM

[C] Red Stripe drawing attention to the Primary Signature

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36


PHOTOGRAPHY

2008-2011 In the initial iteration of the brand platform, the photographic style employed relied heavily on cutout photos, often groups of students, on a white background.

Present– SIZE Large or full bleed, not cut-out

The current photographic style moves toward full-bleed photographs, immersive, showing an intimate look at the subject of the advertisement, etc. Environmental shots are candid and unposed to show honesty and

COLOR Deep, rich colors. No washedout tones. Correct white balancing.

realism. Portraits should also be environmental to give context and meaning. Below are some examples of current usage:

TONE Honest, inspiring, confident, professional

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37


VIGNETTE

2008-2011 In the initial iteration of the brand platform, there was no depth to any background. Everything was pristine and flat.

Present– While flat-color backgrounds are still acceptable in the current brand

AMOUNT Subtle. Done as a gradient, color value transitions should feel natural and not artificial.

platform (when appropriate), vignettes or subtle radial gradients are used when there is a need to draw the audience's eye inward to contain its focus on something in particular.

FINANCIAL AID & SCHOLARSHIPS

RISE ABOVE.

BEST USED FOR Flat colored backgrounds such as red, white or gray. Screen applications (websites, presentations) benefit most from this graphic styling as it reduces the harshness of a bright-white background in particular.

2 0 11

Below are some examples of current usage:

ULAD 107 uoflFinancial S(4x9).indd 1

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

5/26/11 11:20 AM

38


EXAMPLES

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

39


BILLBOARDS & OUTDOOR SIGNAGE

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

40


ADVERTISEMENTS Enjoy an evening with the state’s blossoming artists. Join Dr. James Ramsey, University of Louisville President, for a special night of entertainment and culture:

“We’re a peoples’ university. We’re a citizens’ university. We’re here to help the people of this community and state.” — Dr. James R. Ramsey President, University of Louisville

The Celebration of the Performing and Visual Arts Monday, September 26, 2011 7:00 pm Luther F. Carson Four Rivers Center 100 Kentucky Avenue, Paducah, Kentucky This is a free event and open to the public.

With your help, we’re changing the world. The University of Louisville has initiated a bold campaign—Charting Our Course—to raise an unprecedented $750 million in private support by 2013 that will fund initiatives from scholarships to cancer research to community development and beyond. While significant progress has already been made toward this goal, there is still much to be done. We need your support. Join the campaign at ChartingOurCourse.org.

The Campaign for Kentucky’s Premier Metropolitan Research University

UNIVERSITY OF LOUISVILLE WEEKEND MBA WITH AN OPPORTUNITY TO FOCUS ON HEALTH SECTOR MANAGEMENT The most dynamic growth industry in history needs leaders. And they’re getting them here from our new Weekend MBA focused on Health Sector Management. In just 20 months, our new Health Sector Management MBA option can give you the training you need to step into a top management position in bio-medical, facility administration, insurance services, senior care and other health-related fields. And it all happens in a city known for being a leader in health industry innovation. For more information, go to www.louisville.edu/business.

FOR THOSE SEEKING A CAREER

WITH A PULSE.

Featuring students, faculty and performance groups from the University of Louisville, including:

ENTREPRENEURIAL THINKING

Collegiate Chorale | Creative Writing | Department of Theatre Arts and African American Theatre | International Jazz Combo | University Symphony Orchestra | University Wind Ensemble

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

41


WEBSITES

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

42


MOTION GRAPHICS

Pre- & Post-roll Vidoes produced by UofL should identify (either at the beginning of the video, or just prior to the end) the university or an official sub-unit (e.g. College of Arts & Sciences. Examples of brand characteristics for motion graphics work are below.

COLOR Red, black, white, grey. Radial gradient/spotlight if depth is needed (vignette) on background. Screen palette values. MOTION Fast. Spritely. Responsive and short. Fairly simple. Little movement. Few elements in total. Linear movement, not curvilinear. Emphasis on easing in and out.

To see an example of the motion graphics style outlined here, visit http://vimeo.com/uofl/rebrand

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

43


POWERPOINT PRESENTATIONS

Presentations are a vital part of the academic and administrative functions of everyday life at UofL. It is important to proudly and accurately display the UofL brand in your presentations while at the same time offering the best on-screen experience to your audience. Several branded templates are available for download, supporting both 4:3 as well as 16:9 aspect ratios.

DOWNLOAD These PowerPoint templates are available for download at: http://uofl.me/ocm-bgp7

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

44


BUSINESS CARDS

More Options

FIRSTNAME LASTNAME

The UofL business cards were

First line of title Second line of title

redesigned to offer a greater variety of options as well as new

email.address@louisville.edu P: 502.852.1234

C: 502.555.1234

louisville.edu

Office of University Advancement University of Louisville Louisville, KY 40292

ORDER Stationery and business cards are available to order through IT Print Services at:

features such as QR codes.

F: 502.852.4321

always be louisville.edu Secondary logos are permitted ONLY in the alternate (horizontal) style, and ONLY on the reverse side.

FIRSTNAME LASTNAME First line of title Second line of title

http://uofl.me/ocm-bgp9 WHAT IS A QR CODE? Certain designs of business cards offer printing on the reverse side, with the option of including a QR code. This allows those with smartphones to scan contact info and have your address book details automatically added to their phone.

Web addresses on reverse must

Single-sided versions of all three designs are available for a lower

Office Or Department University of Louisville Louisville, KY 40292

cost. louisville.edu

email.address@louisville.edu

These are representative

P: 502.852.1234

samples only.

C: 502.555.1234

F: 502.852.4321

FIRSTNAME LASTNAME First line of title Second line of title

email.address@louisville.edu T: 502.852.1234 C: 502.555.1234 F: 502.852.4321 Office or Department Street address first line University of Louisville Louisville, KY 40292

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

louisville.edu

45


LETTERHEAD & ENVELOPES

The UofL letterhead and envelope system was designed to remain clean and reflective of the UofL brand identity. Below, the letterhead and envelope are shown at a smaller percentage of their actual size, but all measurements apply to pieces at 100% scale. All text should be set in black, with the exception of the UofL Primary Signature.

Firstname Lastname First Line of Title Second Line of Title

ORDER Stationery and business cards are available to order through IT Print Services at: http://uofl.me/ocm-bgp5

Firstname Lastname First Line of Title Second Line of Title

November 15, 2011 Mr. John Doe Company Name 1234 Cardinal St. Louisville, KY 40202 November 15, 2011 Dear John: Mr. John Doe Company Name Subject: Lorem Ipsum 1234 Cardinal St. Louisville, KY 40202 Dolor sit amet.

John: Ibusanti temDear quam voloratur a nist qui cus ut isquod exped que laborit quid quatem iur rescimo loruptatat. Raerfer umquas quas accatem expedig endiandit la volest, quam, soluptibusam fuga. Elit eati sum suntur atibus, isqueSubject: prorecaLorem tisciur?Ipsum Num apit laborem. Nam quae eos dolecat ventiur? sit amet. Hent estion Dolor eatempore veles cupta volectem que vidundit eationsequae optat ra cor simo maximinvel ium cor acerfer cipsam sumque veribus andundelit, coria nobit lique nis consequi re ex et est, consequidis eum Ibusanti tem quam voloratur a nist cus nost ut isquod exped quequatur laboritratur? quid quatem iur rescimo loruptatat. quame doluptat lis autecum corumqui optat hit,qui volum quundus erum Raerfer umquas quas sequi accatem expedig endiandit la volest, quam, soluptibusam fuga. Elit eati sum suntur Cerro optatisiti inullup tataeptatur sunto tem labori cusdand entiumquatis et fuga. atibus, isque proreca tisciur? Num apit laborem. Nam quae eos dolecat ventiur? Et voluptatur accum ut hil illesci doluptur? Qui unt voloriam inimolores si dic totate non eatur. Hent estion eatempore veles cupta volectem que vidundit eationsequae optat ra cor simo maximinvel ium cor acerfer cipsam sumque veribus andundelit, coria nobit lique nis consequi re ex et est, consequidis eum Best regards, Department quame doluptat lis autecum corumqui optat hit, volum nost quundus erum quatur ratur? University of Louisville Cerro optatisiti inullup tataeptatur sequi sunto tem labori cusdand entiumquatis et fuga. Louisville, KY 40292

Et voluptatur accum ut hil illesci doluptur? Qui unt voloriam inimolores si dic totate non eatur. Firstname Lastname Director, Marketing Publications Department Best regards, & Marketing Office of Communications University of Louisville Louisville, KY 40292

Firstname Lastname Director, Marketing Publications Office of Communications & Marketing

University of Louisville • Louisville, KY 40292 P: 000.000.0000 F: 000.000.0000 E: user.name@louisville.edu W: louisville.edu

University of Louisville • Louisville, KY 40292 P: 000.000.0000 F: 000.000.0000 E: user.name@louisville.edu W: louisville.edu

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

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WEB

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

47


WEB COLOR & TEXTURE

DOWNLOAD You can download an Adobe Photoshop palette file (.aco) of the UofL Web Colors at: http://uofl.me/ocm-bgp6

Color The UofL color palette has been modified from the Pantone values to be screen-appropriate.

ANY VALUE OF GRAY / DEFAULT CCCCCC

000000

AD0000

56004E

8A2529

E36F1E

F8981D

764200

CEAA7A

F6E7A1

E5B53A

C49F06

B1B579

4F6E18

00703C

004963

00788A

5B6F7B

C2D1D3

Texture There is occasionally a need for texture in web design. Since the UofL brand is clean and crisp, use of texture is kept to a minimum. When appropriate, however, a slight gray hash pattern (diagonal line art) is used. Use of pattern should never be distracting or obtrusive.

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48


WEB TYPOGRAPHY

GENERAL TIP Studies have shown that serifed fonts like Georgia or Times New Roman are easier to read on a screen than sans serif fonts like Helvetica or Arial. The serifs allow the eye to more easily flow from one character to the next. Consider using serifed fonts for the body copy of your website and saving sans serif fonts for headlines and call-outs.

Image-Based Fonts The UofL Font Family is composed of typefaces that do not display natively across all web browsers. As such, the font faces listed below can be used in images outputted for web:

Delta Jaeger Bold

Helvetica Neue Light

Helvetica Neue Medium Light Condensed

Delta Jaeger Medium

Helvetica Neue Ultra Light

Helvetica Neue Medium Ultra Light Condensed

Delta Jaeger Book

Helvetica Neue Thin

Helvetica Neue Medium Thin Condensed

Delta Jaeger Light

Helvetica Neue Extra Black Condensed

Helvetica Neue Black

Helvetica Neue Black Condensed

Helvetica Neue Heavy

Helvetica Neue Heavy Condensed

Giovanni Std Black Giovanni Std Bold Giovanni Std Book

Helvetica Neue Bold

Helvetica Neue Bold Condensed

Helvetica Neue Medium

Helvetica Neue Medium Condensed

Helvetica Neue Roman

Helvetica Neue Condensed

Brisa Regular Brisa Alternates

HTML-Based Fonts Web fonts need to be universal in nature and as such UofL offers the following CSS declaration to be used as a cascading choice for both serif and sans-serifed applications. In order of preferred font face: font-family: Georgia, "Times New Roman", serif; font-family: Helvetica, Arial, sans-serif;

Web-Only Fonts Since Helvetica Neue, our primary typeface, cannot be used universally on websites, UofL offers Proxima Nova as a web-only solution using the TypeKit method of web font delivery. Proxima Nova may not be used in printed pieces, billboards, outdoor advertising or any other non-screen-based application. If you would like more information on this, call OCM at 502-852-6171 or visit http://typekit.com/fonts/proxima-nova

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49


GRADIENTS & SHADOWS

Gradients The UofL brand is primarily clean and crisp. However, there are instances where the use of gradients is beneficial. Below are several suggestions for using gradients effectively in web design: • Subtlety is key. Color transitions should be slight and elegant. Large tonal shifts are distracting. Example: Red to black is too dramatic a shift. Consider using a dark red (660000) to the UofL Red (AD0000) instead.

CSS OR IMAGE? Creating gradients and drop shadows can be achieved by way of multiple methods. However, using CSS to achieve these visual effects is more effective and preferred. Image-based effects add unnecessary size and download time to every page. Consider mobile users and those on slower connections; use CSS properties and browser-friendly markup to achieve the same effect in a lighter, smarter way.

• Matching directions. Do not mix radial and linear gradients unless you know what you're doing, as gradients should be used to mimic real-life lighting situations. • Highlight, not distract. Gradients should be used to draw the viewer's eye inward to a certain object. Gradient use should never be distracting or confuse the viewer's eye.

The UofL Homepage shows how a barely noticeable radial gradient can help lead the eye toward a particular area of the design.

• When in doubt, don't. Correct use of gradation is difficult and when done poorly reflects negatively on the university. Consider using flat colors if you are unsure of how to handle gradients properly.

Shadows Shadows (behind text or shapes) are another effective way of creating the illusion of depth on the web. Much like gradients, use of shadows is difficult to achieve correctly. Below are several suggestions for using gradients effectively in web design: • Careful with color. When placing shadows behind text, consider using a slightly darker color of the background from which you're trying to separate the text. The default black shadow color can often be too harsh. • The busier the background, the better the justification for using shadows. Since shadows visually separate "layers" of a design, consider only using text shadows behind text that is overlaid on patterns, gradients or photographs. • Watch your global light. Mixing multiple drop shadows in a design can be difficult. Since shadows mimic real-world lighting situations, make sure you have an idea of where your virtual light source(s) originates so that you can coordinate shadows behind multiple objects and create a realistic shadow situation.

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

Example:

Example: Subtle text shadows and drop shadows on shapes combine to create depth without being distracting or attentiongrabbing.

50


REQUIRED WEB GRAPHIC ELEMENTS

There are several web graphic elements that are required to ensure that all UofL web properties remain cohesive and easily identifiable for usability purposes:

Header The UofL header must, in some configuration or another, include an official logo in the top-left position on every page. By default, this will be the Primary Signature. Other acceptable logos must be approved by OCM by calling 502-852-6171 or by email at branding@louisville.edu. Logo usage in the header must follow the guidelines included in this document. The UofL search box (powered by Google) must appear on all UofL websites in a top-right position to ensure maximum usability for those users who experience multiple UofL websites, unless otherwise approved by OCM.

Footer The default UofL footer must follow the contents included on the bottom of louisville.edu. This global footer ensures quick, easy access for users to common UofL services: • Contact • Apply • Jobs • Accessibility • Emergency • Email • Blackboard • ULink

Deviations from this standard must be approved by OCM by calling 502852-6171 or by email at branding@louisville.edu.

UNIVERSITY OF LOUISVILLE: 2012-2014 BRAND GRAPHICS POLICY

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