Morgan State University Graphic Identity Manual

GRAPHIC IDENTIT Y MANUAL GRAPHIC IDENTITY MANUAL

David Kwabena Wilson, Ed.D. President

Being identified as a ‘National Treasure’ is about more than just receiving a designation, it’s a recognition of the brand that we have built over the years. At Morgan State University, our brand is more than our logo and/or University marks, it is what defines us as an institution – our mission, our core values, how we are perceived and wish to be perceived. The use of visual symbols, such as our iconic Holmes Hall and clock tower, and our beloved Morgan Bear, among others, plays an important role in supporting and growing our brand. These brand assets, which are rooted in our rich tradition and history, stand as our visual identity, and therefore must be protected and have their consistency of use maintained.

To assist in this effort, the University’s Office of the General Counsel, in collaboration with Office of Public Relations and Strategic Communications, developed this comprehensive graphic identity manual as a resource for all of the Morgan community to utilize. The brand guidelines set forth in this manual are indeed the rule and not the exception, providing Universitywide standards for how Morgan State is represented and regarded in the marketplace. Unifying our marks in a consistent fashion, internally and externally, strengthens the brand of the University. In understanding the importance of all of our schools/colleges, divisions, departments and groups and what each means to Morgan’s success, the approved brand marks contained in this manual exist for your usage and to aid in connecting our various units to the University’s brand.

This user-friendly graphic identity handbook, also available digitally, serves as an all-inclusive toolkit that was designed with a consideration for a wide variety of media and applications, including print and digital. Please review the specifications and guidelines for all Morgan State University brand marks in this guide. These are the only official marks authorized for use by our campus units. Adhering to the guidelines defined in this manual empowers each of us to be stewards in advancing and protecting our Morgan brand.

Sincerely,

David Kwabena Wilson, Ed.D. President

OFFICIAL COLORS

Primary Colors

Color is one of the most important elements of the Morgan State University identity system. The colors on the right are the official colors for Morgan State. Morgan State logos, which should not be reproduced in any other colors. If these colors are not available, the logos should be printed in all black or reversed in white (whichever offers the best contrast).**

Morgan Blue in lieu of which use *Pantone® 288 C

CMYK Process Equivalent:

100C-65M-30K

RGB: 27R-67G-131B

Hex: #1B4383

Secondary Colors

In addition to the official school colors shown above, the Morgan State identity system utilizes brown and gold as important support colors. Brown is used as the color of the Bear, and gold is used as an additional outline color.

Morgan Orange in lieu of which use Pantone® 1655 C

CMYK Process Equivalent:

65M-87Y

RGB: 244R-121G-55B

Hex: #F47937

Morgan Brown in lieu of which use *Pantone® 728 C

CMYK Process Equivalent:

18M-43Y-11K

RGB: 228R-191G-140B

Hex: #E4BF8C

Support Colors

In addition to the colors shown above, the Morgan State identity system utilizes black and white as important support colors. Black and white help to add contrast to Morgan Blue and Morgan Orange. When the official colors are not available, most Morgan State logos and art may be printed in all black or reversed in all white (whichever offers the best contrast).**

Morgan Gold in lieu of which use Pantone® 136 C

CMYK Process Equivalent:

27M-79Y

RGB: 254R-191G-80B

Hex: #FEBF50

Black in lieu of which use Pantone Black C

CMYK Process Equivalent:

67C-66M-69Y-77K

RGB: 33R-28G-24B

Hex: #211C18

White Hex: #FFFFFF

*Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards. For the PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide 1000.

**See individual artwork guidelines.

Use the swatches at right to compare to your printing projects.

Morgan Blue

Morgan Orange

Morgan Brown Morgan Gold

UNIVERSITY LOGOS

Alternate Versions

Each of the alternate logo versions at right can be used in the all-black and Morgan Blue with Orange variations as shown above. All artwork and variations are available in digital formats.

Note: Use the tower (below) without type only as a support image—not as primary identity.

The Morgan identity may be customized for a specific school as shown below. Use only these two versions of the logo when adding custom text.

2-Color Morgan Blue Morgan Orange

UNIVERSITY LOGOS

Alternate Versions II

All Black

All Black

Each of the alternate logo versions at right can be used in the allblack or Morgan Blue with Orange variations.

Each of the alternate logo versions at right can be used in the all-black or All-Morgan Blue variations.

Web & Signage Versions

Word Versions

ATHLETIC LOGOS

ATHLETIC LOGOS

All Black

All Black

All Morgan Blue

All Morgan Blue

Secondar y Marks

Secondary Marks

Bear Head Secondary Marks

Bear Head Secondary Mark s

The Morgan State Universit y athletic identity program ha s many secondary marks available as options to the primary logo shown above. all of the secondary marks shown on the right can also be used in all black and all Morgan Blue.They can also be used as shown without the Morgan Gold outline.

Secondar y Marks

The Morgan State Universit y athletic identity program ha s many secondary marks available as options to the primary logo shown above. all of the secondary marks shown on the right can also be used in all black and all Morgan Blue.They can also be used as shown without the Morgan Gold outline.

The Morgan State University athletic identity program has many secondary marks available as options to the primary logo shown above. All of the secondary marks shown at right may also be used in all black and all Morgan Blue. They may also be used as shown without the Morgan Gold outline.

All artwork and variations are available in Macintosh and IBM digital file format.

Bear Head Secondary Mark s

Banner Wordmarks

Banner Wordmarks

Banner Wordmarks

All artwork and variations are available in Macintosh and IBM digital file format.

All artwork and variations are available in digital formats.

Note: All athletic logos whic h have a banner below them may be customized with cop y other than “Bears”. (For a list of approved banner wording, contact the athleti c department. For instructions on how to customize the banner logos for a specific sport or activit y, see the file “ReadMe.pdf” in the “BlankBanner” folders on the Morgan State logo CD.

Note: All athletic logos that have a banner below them may be customized with copy other than “Bears”. (For a list of approved banner wording, contact the Athletics Department.)

The Morgan athletics logos are not limited for use by the Athletics Department.

Note: All athletic logos whic h have a banner below them may be customized with cop y other than “Bears”. (For a list of approved banner wording, contact the athleti c department. For instructions on how to customize the banner logos for a specific sport or activit y, see the file “ReadMe.pdf” in the “BlankBanner” folders on the Morgan State logo CD.

Miscellaneous Mark s

Miscellaneous Marks

Miscellaneous Mark s

BACKGROUNDS

University Logos

It is important that the Morgan State University logos always have maximum contrast with their background. For light backgrounds, always use either all black, all Morgan Blue, or the two-color version. For dark backgrounds, always use the all white version. When using the University logos on complex or distracting backgrounds, they should be placed within a solid, single-color shape (e.g., a box or a bar) to avoid confusion. Be sure that the shape does not intrude upon the logo’s safe zone. (See page 8.)

Athletic Logos

It is often desirable to place the athletic identity logos on a field of color. In the examples at right, all artwork has been created with a built-in outline shape that enables it to appear clearly on any background. For this reason, there is no need to reverse athletic logos out of dark backgrounds. (Athletic logos using Bear images should never be reversed.)

All Blue on light backgrounds All White on simple dark backgrounds

2-color on light backgrounds Complex backgrounds: always keep logo inside a solid shape no smaller than safe zone. (See page 8.)

1-color applications of the logo on different backgrounds

3-color applications of the logo on different backgrounds

4-color applications of the logo on different backgrounds

Examples of other athletic logos on complex backgrounds

VIOLATIONS

VIOLATIONS / MINIMUM SIZE

Unacceptable Use of Logos

Unacceptable Use of Logos

So that Morgan State University can maintain the design integrity of its identit y logos and maximize each logo ’s effectiveness as an identifie r, it is mandatory that all logos be applied as indicated in this manual without modification.

So that Morgan State University can maintain the design integrity of its identity logos and maximize each logo’s effectiveness as an identifier, it is mandatory that all logos be applied as indicated in this manual without modification.

The logos are not to be altere d in any wa y. Shown on the right are unacceptable uses of the Morgan State logos.

The logos are not to be altered in any way. Shown at right are unacceptable uses of the Morgan State logos.

Minimum Size

Each of the Morgan State University logos has a minimum allowable size. In order to ensure clear reproduction and legibilit y, the logos may not be use d any smaller than the sizes shown to the right.

Never switch colors. Never resize elements. Never change typefaces. Never use unapproved color combinations.

switch colors. Never resize elements. Never change typefaces. Never use unapproved color combinations.

Never redraw parts. Never add shapes. Never distort shapesespeciallyon the internet.

Never redraw parts. Never add shapes. Never distort shapes, especially on the internet.

Never use without the outline art on darker backgrounds.

Never add a dropshado w Never add inappropriate taglines. Never add space to a rtwork. Neverrealignor respacetypography

Never use unapproved taglines. Never use without associated typography Never reverse marks that include the bear image.

Never use without the outline art on darker backgrounds. add a dropshadow. Never add inappropriate taglines. Never add space to artwork. Never realign or respace typography. use unapproved taglines. Never use without associated typography.

Never reverse marks that include the Bear image.

SAFE ZONES

SAFE ZONES / MINIMUM SIZE

Safe Zones SAFE ZONES / MINIMUM SIZE

Safe Zones

Each of the Morgan State logos has an established safe zone. This safe zone is intended to maintain the logo’s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown.

Safe Zones

Each of the Morgan State logos has an established safe zone. This safe zone is intended to maintain the logo ’s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown.

The safe zone on the top and sides of all University logos is equal to the size of an element within the logo identified in the examples as “A”. The safe zone below the logo is 1 1/2 times the height of A. A few examples of the University logos are shown on the right.

The safe zone for the Morgan State athletic logos is determined by the size of an element within the logo identified in the examples as “B”, “C”, “D”, or “E”. See the examples at right for each Athletic logo’s specific safe zone.

The safe zone on the top an d sides of all University logos is equal to the size of an elemen t within the logo identified in the examples as “ A ”. The saf e zone below the logo is 1 1/2 times the height of A . A few examples of the University logos are shown on the right The safe zone for the Morga n State athletic logos is equal to the size of an element within the logo identified in the examples as “B ”, “C”, “D ”, or “E”. See the examples at righ t for each Athletic logo ’ s specific safe zone.

Minimum Size

Each of the Morgan State Athletic logos has a minimum allowable size. In order to ensure clear reproduction and legibilit y, the logos may not be use d any smaller than the sizes shown to the right.

MINIMUM SIZE

MINIMUM SIZE

Minimum Size

Each of the Morgan State Athletic logos has a minimum allowable size. To ensure clear reproduction and legibility, the logos may not be used any smaller than the sizes shown at right.

FORMAL UNIVERSITY STATIONERY

The Morgan State University formal stationery is only to be used by units that are approved by the President to use it. It can be used with or without the bold personalized name and title. (See bottom of example page at right.) The formal letterhead and envelope print in PMS 871 (metallic gold) on Fox River Circa Script 24# Mansion White Wove Writing. The tower watermark on the letterhead is printed in a 15% screen of PMS 871. The formal business card prints in PMS 871 on Fox River Select Cover 80# Mansion White Wove. These pieces may also be printed with black ink on white stocks when necessary. Note: The paper is laser and ink jet compatible and 50% recycled (30% post-consumer). Fonts on letterhead are Weiss and Weiss Extra Bold, 10pt/11pt. Fonts on envelope and business cards are the same except 8pt/9pt.

All Morgan State University items must be ordered through the University’s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.)

Letters and memos should employ a one-inch left margin and a one-inch right margin. Start letters flush with and one-half inch below the “Office of the President” line at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs.

Business envelopes for general, large mailings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock.

CONSUMER STATIONERY

The Morgan State University consumer stationery makes use of the one-line horizontal consumer mark and is to be used by all persons or departments that are not approved to use the formal University stationery and are not the Department of Intercollegiate Athletics. The consumer letterhead and envelope print in Morgan Blue and Morgan Orange on Fox River Circa Script 24# Wove Writing (Mansion White or Bright White). The tower watermark on the letterhead is printed in a 15% screen of Morgan Blue. The consumer business card prints in Morgan Blue and Morgan Orange on Fox River Select Cover 80# Wove (Mansion White or Bright White). These pieces may also be printed with all black or all Morgan Blue ink. No custom or personalized stationery is permissible. The paper is laser and ink jet compatible and 50% recycled (30% post-consumer). Fonts on letterhead are Weiss and Weiss Extra Bold, 10pt/11pt. Fonts on envelope and business cards are the same except 8pt/9pt.

All Morgan State University items must be ordered through the University’s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.)

Letters and memos should employ a one-inch left margin and a one-inch right margin. Start letters flush with and one-half inch below the “Academic Affairs” line at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs.

envelopes for general, large mailings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock.

ATHLETIC STATIONERY

The Morgan State University athletic stationery makes use of the athletics primary logotype and is to be used by all persons in the Athletics Department. The athletics letterhead and envelope print in Morgan Blue, Morgan Orange, Morgan Brown and Morgan Gold (4-color version) on Fox River Circa Script 24# Bright White Wove Writing. The Bear head watermark on the letterhead is printed in a 15% screen of Morgan Blue. The athletics business card prints in the same four Morgan colors on Fox River Select Cover 80# Bright White Wove. These pieces may also be printed using all black, all Morgan Blue, 3-color or 5-color versions of the logo. The athletics stationery may be customized for each sport by changing the type in the banner of the logo. This is the only way the stationery should be customized. The paper is laser and ink jet compatible and 50% recycled (30% post-consumer). Fonts on letterhead are Futura Book and Futura Bold, 9pt/12pt. Fonts on envelope and business cards are the same except 7.5pt/8.5pt.

All Morgan State University items must be ordered through the University’s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.)

Letters and memos should employ a one-inch left margin and a one-inch right margin. Letters should begin one-half inch below the athletic logo at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs.

envelopes for general, large mailings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock.

NOTECARDS/ENVELOPES

Personal Notecards and Envelopes

The Morgan State University stationery system includes personal notecards and matching envelopes. The cards are available for all three identities and print on Fox River Select Cover 80# Wove (Mansion White or Bright White). The envelopes are Fox River Circa Script 24# Wove Writing (Mansion White or Bright White). Note: The Morgan State University formal stationery is only to be used by units that are approved by the President to use it. A similar version that replaces the metallic gold ink with black ink can be used as an alternate to the 2-color consumer notecard. All Morgan State University items must be ordered through the University’s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.)

Oversize Envelopes

The Morgan State University stationery system includes oversize envelopes. The oversize envelopes are available with the consumer and athletic identities and may be ordered in the same logo color options as the #10 athletics envelopes. (Formal identity not available.)

The stock is 24# white wove. All Morgan State University items must be ordered through the University’s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.)

Contact Information:

For information regarding the use of Morgan trademarks for internal administrative purposes such as stationery and envelopes: The University Print Shop 443-885-3063

For other authorized printers, call: The Office of Procurement and Property Control

443-885-3074

For official uses of University trademarks for University purposes other than standard stationery and envelopes:

The Office of Public Relations and Strategic Communications PR@Morgan.edu

For obtaining a license to use University indicia (name, designs and colors of the University, including without limitation, the trademarks, service marks, designs, team names, nicknames, abbreviations, slogans, logo graphics, mascots, seals and others), contact:

CLC College Licensing

1075 Peachtree Street, Suite 3300

Atlanta, GA 30309

Phone: 770-956-0520

Fax: 770-955-4491

http://www.clc.com

For general information regarding the University’s Trademark Licensing Program, contact:

Licensing Director

Morgan State University

1700 E. Cold Spring Lane

Earl S. Richardson Library, Room 310

Baltimore, MD 21251

443-885-3220

Morgan State University

1700 E. Cold Spring Lane Baltimore, MD 21251

443-885-3333

morgan.edu

All artwork shown in this manual is the property of Morgan State University, and artwork may not be used in any way without prior written permission. © 2001–2020 Morgan State University, all rights reserved.