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GRAPHIC IDENTITY MANUAL

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David Kwabena Wilson, Ed.D. President

Preface 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.

1700 E. Cold Spring Lane Baltimore, MD 21251

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.

443-885-3333 morgan.edu

Sincerely,

Morgan State University

David Kwabena Wilson, Ed.D. President

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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

Morgan Orange

Morgan Brown

Morgan Gold

Black

White

in lieu of which use *PantoneÂŽ 288 C Color Equivalent Values: RGB: 0 37 109 HEX/HTML: 00256D CMYK: 100 79 0 37

in lieu of which use Pantone 1655 C Color Equivalent Values: RGB: 249 71 0 HEX/HTML: F94700 CMYK: 0 77 100 0

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.

in lieu of which use Pantone 728 C Color Equivalent Values: RGB: 201 156 115 HEX/HTML: C99C73 CMYK: 10 32 49 6

in lieu of which use Pantone 136 C Color Equivalent Values: RGB: 254 187 55 HEX/HTML: FEBB37 CMYK: 0 22 83 0

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).**

in lieu of which use Pantone Black C Color Equivalent Values: RGB: 33 28 24 HEX/HTML: 211C18 CMYK: 65 66 68 82

*PantoneÂŽ 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

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UNIVERSITY LOGOS All Black

2-Color

Morgan Blue Morgan Orange

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.

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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.

Dash lines showing vertical alignment

2

Dash lines showing vertical alignment


UNIVERSITY LOGOS continued All Black

2-Color 2-Color

Morgan Morgan Blue Blue Morgan Morgan Orange Orange

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II Alternate Versions ll Each logo versions Eachofofthe thealternate alternate logo at right can usedcan in the all- in versions at be right be used black or Morgan with Orange the all-black or Blue All-Morgan variations. Blue variations.

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Web & Signage Versions

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Word Versions

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UNIVERSITY LOGOS Alternate Versions lll III The identitycan may The Morgan MSU identity bebe customized customized for foraaspecfic specfic school school as as shown shownbelow. below.Use Use only only these these two twoversions versionsofof the the logo logo when whenadding adding custom custom text. text.

School name type size is equal to 1/3 height of “Morgan State University” type

Spacing between all lines of text is equal (x)

Customized Identity

Dash lines showing vertical alignment

School: Schools:

Spacing between all lines of text is equal (x)

X X

T H E E A R L G . G R AV E S S C H O O L O F B U S I N E S S A N D M A N AG E M E N T

Font: Weiss Bold, all caps Justified to width of logo

School name type size is equal to 1/2 height of “State University” type

X

THE EARL G. GRAVES SCHOOL OF B U S I N E S S A N D M A N AG E M E N T

Font: Weiss Bold, all caps Justified to width of logo

TM

TM

J A M E S H. G I L L I A M J R. COLEGE OF LIBER AL ARTS

Division: Divisions:

DIVISION OF RESEARCH AND ECONOMIC DEVELOPMENT

Office/Department: Offices/Departments:

Programs: Program:

4

N

U

R

S

I

N

G

P

R

O

G

R

A

M

N U R S I N G

X

Dash lines showing vertical alignment

Periods and other punctuation in titles are to be set with tight kerning

The Morgan MSU identity bebe The identitycan may customized for foraaspecfic: specfic: customized • School Schools Divisions • Division Offices • Office Departments • Department Centers • Center • Institution Institutions Programs • Program Library • Library • Chapel Chapel

X X

P R O G R A M


ATHLETIC LOGOS ATHLETIC LOGOS All Black All Black

All Morgan Blue All Morgan Blue

3-Color Morgan Blue 3-Color Morgan Orange

4-Color

5-Color Morgan Blue 5-Color Morgan Orange

Morgan Blue 4-Color Morgan Orange Morgan Morgan Blue Brown Morgan Morgan Orange Gold Morgan Brown Morgan Gold

Secondary Marks Secondary Marks Morgan University The Morgan State State

athletic identity ha s University athletic The Morgan Stateprogram University many identity programmarks has manyha s athleticsecondary identity program available asmarks options to the secondary available many secondary marks primary logo shown above. as options the primary available astooptions to the all of shown thelogo secondary marks logo above. of the primary shownAll above. shown onsecondary the right can also secondary marks shown at all of the marks be used inalso all black and allall right may be used shown on the right caninalso Morgan Blue.They also black andin all Blue. be used allMorgan black can and all be used as shown without the They may also be used Morgan Blue.They can as also Morgan Gold outline. shown thewithout Morgan be usedwithout as shown the Gold outline. Morgan Gold All artwork andoutline. variations

are artwork availableand in Macintosh All variations All artwork and variations and IBM digital file format. are available available in digital Macintosh are in and IBM digital file format. formats. Note: All athletic logos whic h have banner below them h Note:aAll Note: Allathletic athleticlogos logoswhic that may be customized with have a banner below themcopy have a banner below them otherbethan “Bears”. (For may customized with acopy may be customized with list of than approved banner other “Bears”. (For a copy othercontact than “Bears”. wording, the athleti c list ofa approved banner (For list of approved department. For instructions wording,wording, contact the athleti c banner contact on how to customize the the department. For instructions Athletics Department.) banner for a specific on howlogos to customize the sport orlogos activit y,asee the banner for specific The Morgan athletics logos file “ReadMe.pdf” in the sport activit for y, see are notorlimited usethe by “BlankBanner” folders on file “ReadMe.pdf” in the the Athletics Department. the Morgan State logo CD. “BlankBanner” folders on the Morgan State logo CD.

Morgan Morgan Blue Brown Morgan Orange Morgan Brown

Morgan Morgan Morgan Morgan Morgan Black Morgan Black

Blue Brown Orange Gold Brown Gold

Bear H ead Se condary Mark s Head Secondary Marks Bear Head Secondary Mark s

Wordmarks Banner W ordmarks Banner Wordmarks

Miscellaneous Marks Miscellaneous Mark s Miscellaneous Mark s

3 3 5


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.)

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.)

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.)

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

6

4


VIOLATIONS /MINIMUM SIZE Unacceptable Unacceptable Use Use of Logos Logos of So that Morgan State University can maintain the integrity ofofits itsidentity identit y design integrity logos and maximize each logo ’s effectiveness effectiveness as as an an logo’s identifie r,ititisismandatory mandatory identifier, that all logos be applied as indicated in this manual without modification. modification.

Never switch switch colors. colors.

Never resize elements. elements. Never resize

Never change typefaces. typefaces. Never change

Never use useunapproved unapprovedcolor color Never combinations. combinations.

Never redraw redraw parts. pa rts.

Never add Never add shapes. shapes.

Never distortshapes shapes, especially Neve r distort especially on on the internet. internet.

Never Never use usewithout withoutthe theoutline outlineart rta on darker darkerbackgrounds. backgrounds. on

Never add add aa dropshadow. dropshado w.

Never add inappropriate inappropriatetaglines. taglines. Never add

Never add space spaceto tortwork. a Never add artwork.

Never realignororrespace respace Neverrealign typography. typography.

Never use without withoutassociated associated Never use typograph y. typography.

Never reversemarks marksthat thatinclude include Never reverse the Bear bear image. image.

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

FAN CLU B

Never use use unapproved unapprovedtaglines. taglines.

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.

/"

12

/"

12

/"

34

/"

34

13/4"

11/4"

5 7


SAFE ZONES ZONES/MINIMUM SIZE SAFE ZONES/MINIMUM SIZE

Safe Zones

Each of the Morgan State logos has an established safe zone. This safe zone is Safe Zones intended to maintain the Each ofintegrity the Morgan State logo’s and to avoid logos has an established safe visual confusion. No other zone.orThis safe zone is type graphic element intended tofolds, maintain (including trimsthe or logo ’s integrity and to avoid edges) should fall within the visual confusion. safe zone shown. No other type or graphic element The safe zone on the top and (including folds, trims or sides ofshould all University logos edges) fall within theis equal to the size of an element safe zone shown. within the logo identified in the “A”. Theexamples safe zoneason theThe topsafe an d zone the logo islogos 1 1/2 is sides below of all University equal the to the size of A. an A elemen times height few t within theoflogo examples the identified Universityin the examples A”. “ the The saf e logos are shownason right. zone below the logo is 1 1/2 The safe zone for the Morgan times the height of A. A few State athletic logos is examples of the University determined by the size of logos are shown on the right . an element within the logo identified in theforexamples as n The safe zone the Morga “B”, “D”,logos or “E”. See to State“C”, athletic is equal the examples right for each size of an at element within Athletic specific safe the logo logo’s identified in the zone. examples as “B”, “C”, “D”, or “E”. See the examples at right for each Athletic logo ’s specific safe zone.

A A

A

11/2 A

A

A

11/2 A

A

A A

11/2 A

11/2 A

A

11/2 A

A

11/2 A

A

A A

A A

11/2 A

B

/ B

34

/ B

B

/ B

B

34

A

11/2 A

A

11/2 A

A

A A

A

11/2 A A

A

11/2 A

11/2 A

D

C B

/ B

34

34

B

B

D

B

B B

B

B

B B

/4 B

3

/ B

34

B

B

/4 B

3

B

/4 B

B B B

B

/4 B

3

B

B

/4 B

B

B

B

EB EB

B

/"

12

/"

34

/"

12

/"

34

E E

B

E

/4 E

1

E

B B

14

B

B B

B 3

B

B

B

B D

/4 B

/4 B

D

B 3

3

B

B B

B

14

C

B B

3

B

B

B

B

/4 B

3

B

B

B

C

C

B B

/ B

34

B

/ B

B

B

B

/ B

34

34

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.

A

11/2 A

B

Minimum Size

A

11/2 A A

B

Minimum Size

A

A

E

/4 E

1

E

/"

1"

1"

/"

1"

1"

8

6


MINIMUM SIZE MINIMUM SIZE Minimum Size

/"

/"

12

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.

12

/"

/"

34

34

13/4"

11/4"

/4"

1

/2"

1

/4"

3

1"

1"

9


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.

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Office of the President

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.

John Doe 1700 E. Cold Spring Lane • 403 Truth Hall • Baltimore, Maryland 21251 Tel: 443-885-3200 • Fax: 440-319-3107 • jdoe@morgan.edu

Letterhead

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John Doe President

Office of the President 1700 E. Cold Spring Lane • 409 Truth Hall Baltimore, MD 21251

1700 E. Cold Spring Lane • 403 Truth Hall • Baltimore, Maryland 21251 Tel: 443-885-3200 • Fax: 440-319-3107 • jdoe@morgan.edu

Business Card Option 1

John Doe Executive Assistant to the President

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Office of the President 1700 E. Cold Spring Lane 402 Truth Hall Baltimore, Maryland 21251 Tel: 443-885-3035 Fax: 440-319-3107 jdoe@morgan.edu

Business Card Option 2

10

#10 Envelope

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.

TM

Office of the Vice President Academic Affairs

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.

Jane Doe, Vice President 1700 E. Cold Spring Lane • 300 Truth Hall • Baltimore, Maryland 21251 Tel: 443-885-3350 • Fax: 440-319-3299 • cadams@morgan.edu

Letterhead

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Jane Doe Vice President

Office of Academic Affairs 1700 E. Cold Spring Lane • 300 Truth Hall Baltimore, MD 21251

1700 E Cold Spring Lane • 300 Truth Hall • Baltimore, Maryland 21251 Tel: 443-885-3350 • Fax: 440-319-3299 • jdoe@morgan.edu

Business Card Option 1 Jane Doe Vice President

TM

Office of the Vice President of Academic Affairs 1700 E. Cold Spring Lane 300 Truth Hall Baltimore, Maryland 21251 Tel: 443-885-3350 Fax: 440-319-3299 jdoe@morgan.edu

Business Card Option 2

#10 Envelope

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.

11


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.

John Doe, Athletic Director

Department of Intercollegiate Athletics • 1700 E. Cold Spring Lane • 107 S. Hill Field House • Baltimore, Maryland 21251 Tel: 443-885-3575 • Fax: 410-319-1111

Letterhead

John Doe Athletic Director 1700 E. Cold Spring Lane • 107 S. Hill Field House • Baltimore, MD 21251 Tel: 443-885-3575 • Fax: 410-319-1111 • jdoe@morgan.edu

Department of Intercollegiate Athletics 1700 E. Cold Spring Lane • Baltimore, MD 21251

Business Card Option 1 John Doe Athletic Director Department of Intercollegiate Athletics 1700 E. Cold Spring Lane 107 S. Hill Field House Baltimore, Maryland 21251 Tel: 443-885-3575 Fax: 410-319-1111 jdoe@morgan.edu

#10 Envelope Business Card Option 2

12

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.


NOTECARDS/ENVELOPES Personal Notecards and Envelopes

Office of the President 1700 E. Cold Spring Lane • 402 Truth Hall Baltimore, MD 21251

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.

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Office of Academic Affairs 1700 E. Cold Spring Lane • 300 Truth Hall Baltimore, MD 21251 TM

Department of Intercollegiate Athletics 1700 E. Cold Spring Lane • Baltimore, MD 21251

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.)

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Office of Academic Affairs 1700 E. Cold Spring Lane • 300 Truth Hall Baltimore, MD 21251

Office of Academic Affairs 1700 E. Cold Spring Lane • 300 Truth Hall Baltimore, MD 21251

Department of Intercollegiate Athletics 1700 E. Cold Spring Lane • Baltimore, MD 21251

Department of Intercollegiate Athletics 1700 E. Cold Spring Lane • Baltimore, MD 21251

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GRAPHIC IDENTITY MANUAL

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

4

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.

Profile for Morgan State University

Morgan State University Graphic Identity Manual  

A comprehensive graphic identity manual containing specific guidelines for universal maintenance of the Morgan State University brand.

Morgan State University Graphic Identity Manual  

A comprehensive graphic identity manual containing specific guidelines for universal maintenance of the Morgan State University brand.

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