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Branding Toolkit

Version 1 / Published April 23, 2007. To be updated July 1, 2007.

Contents Making History: The Campaign for Penn* Letter from John H. Zeller Vice President for Development and Alumni Relations Graphic Guidelines Basic Elements Logo Color Typography Logo Versions The “Bug� Logo and Schools/Centers Banners


3 4 5 6 7 8 9

Campaign Materials Color Palette


What Donors Want to Know




Frequently Asked Questions


*The Making History theme and logo should not be used on any material until after the launch on October 20, 2007.


Making History: The Campaign for Penn* Making History: The Campaign for Penn is an ambitious five-year initiative that will underwrite the University’s future and position us to realize our immense potential. One key to its success lies in our ability to create — and consistently convey — a campaign brand that communicates our distinctions and inspires support. By joining forces and collaborating in a unified way to present the campaign visually and through key messages, we can build momentum and bring our story to life. We are pleased to offer this branding toolkit, which is both a series of practical tools for campaign communications and a set of guidelines that inform their use. Inside you will find various formats for the Making History logo, individualized logo renderings for schools, guidelines for using the logo with school- or center-specific themes, and specifications on colors and typography. You will also find our core campaign messaging — the key points we will reinforce in all materials – and we encourage you to find and tell compelling stories that illustrate them. Finally, we include valuable insights on what donors want to know about the campaign gleaned from President Gutmann’s visits with alumni last fall. We hope you find this toolkit useful. If you have questions or need additional information, please contact Michaela Ahearn, Director of Campaign Communications, at 215-898-3274. Join us as we make history.

JOHN H. ZELLER Vice President for Development and Alumni Relations University of Pennsylvania

*The Making History theme and logo should not be used on any material until after the launch on October 20, 2007.



Graphic Guidelines: Basic Elements The logos in this section are the primary graphic elements of the University’s branding for Making History: The Campaign for Penn. Consistent application and precise production of the logos will identify the campaign. When used properly, they establish a unique and effective visual style. In all cases, the Making History logo must be used exactly as shown in this guide and should not be altered or manipulated in any way. The Making History: The Campaign for Penn logo (MH Logo) is comprised of four elements: “Making History” logotype, “The Campaign for Penn” logotype (Tagline), the Penn shield, and the graphic starburst. Logos are available through Susan Ahlborn in the Campaign Communications office. Contact her at 215-898-0594 or

Penn Shield Starburst

Making History logotype Tagline



Graphic Guidelines: Logo Color The MH Logo should be used in full color (blue/red). When this is not possible, use the 2-color (black/red), or the one-color (black/gray) version available. We prefer that you not reverse the logo against a dark background.

Full Color (201 + 288) PMS 201 0c/100m/65y/34k R-152 G-30 B-50 HTML #981E32 PMS 288 100c/65m/0y/30k R-0 G-44 B-119 HTML #002C77 Starburst = 12% PMS 288

2-Color PMS 201 0c/100m/65y/34k R-152 G-30 B-50 HTML #981E32 Black 0c/0m/0y/100k R-0 G-0 B-? HTML #000000 Starburst = 20k

1-Color Black 0c/0m/0y/100k R-0 G-0 B-? HTML #000000 Starburst = 20k Tagline = 50k



Graphic Guidelines: Typography Visual continuity for an identity requires consistent typography. The MH Logo uses two fonts: Perpetua and Trade Gothic Bold Extended.

Perpetua Trade Gothic LH Extended Bold


abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Trade Gothic LH Bold Extended

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789



Graphic Guidelines: Logo Versions The MH Logo is the foundation of the campaign identity. The starburst reflects the energy of Penn’s campus and the potential of this campaign. One version of these logos must be used on all campaign-related materials. There are two logo variations: horizontal and vertical. The horizontal logo is the primary logo. Use this version whenever possible. The secondary, vertical, logo is for situations when the horizontal logo does not comfortably fit. There is also an “Alternative” logo which can be used by schools and centers that choose independent themes. In such instances, this flexible and visually simple logo allows a school or center to identify its campaign with the broader University Making History campaign. These logos are not to be redrawn or altered in any way.

Primary (Horizontal)

Secondary (Vertical)





Graphic Guidelines: The “Bug” The “bug” is for small applications, such as a pen, button or PowerPoint presentation; there are 3 versions of the “bug” to adapt to a variety of formats.









Graphic Guidelines: Logo and Schools/Centers We strongly encourage schools and centers to use the MH Logo to help create a unified campaign identity. Each school’s version of the MH Logo is available through the Campaign Communications office.







Graphic Guidelines: Banners Making History banners will appear in key locations around campus on October 21, 2007. Maintaining visual interest and consistency of look — along with horizontal and vertical options — were high priorities in the development of the design.



Campaign Materials: Color Palette When producing materials, it is recommended that you incorporate the following colors used in Making History: The Campaign for Penn, in order to send a cohesive and strong message.

Penn Red PMS 201 0c/100m/65y/34k R-152 G-30 B-50 HTML #981E32

Penn Blue PMS 288 100c/65m/0y/30k R-0 G-44 B-119 HTML #002C77

Light Blue PMS 545 23c/11m/4y/0k R-176 G-200 B-223 HTML #B0C8DF

Yellow PMS 124 0c/27m/100y/0k R-86 G-67 B-10 HTML #EEB211

Violet PMS 7455 90c/55m/0y/0k R-30 G-38 B-67 HTML #3B7BB9



What Donors Want to Know In the fall of 2006, Dr. Gutmann hosted nine campaign briefing sessions to present selected Penn alumni with a preview of the upcoming campaign. The attendees offered valuable feedback that should help shape campaign materials. Show impact. Personalize materials with examples — and real-life stories — of how Penn’s teaching and research impact the community, the nation and the world. Emphasize discoveries and breakthroughs and connect them to the quality of Penn’s faculty, students, facilities, research, campus life and more. Integrate Knowledge. Materials must project a clear vision for the whole University and demonstrate Penn’s “comparative advantage” (a contiguous, beautiful urban campus) and how the campaign will support Penn in maximizing that advantage. Illustrate with data. Use facts and statistics to convey Penn’s record of achievement. The idea that Penn does “more with less” resonates with Penn alumni. How much “more” can Penn do with a successful campaign? Make the global case. Better explain Penn’s aspiration for global leadership and support with examples. In what ways — and in what areas — will Penn lead? Convey the effect of the campaign on Penn’s ability to achieve its international aspirations. Specify Relationship to Campus Plan. The briefings revealed tremendous excitement about the campus master plan, Penn Connects, which will transform the entire campus, including the newly acquired postal lands. Several campaign initiatives, including the new college house, the medical-nano-bio-neural buildings, the Palestra Green and the new athletic fields and facilities, are integral to the campus plan and offer opportunities to relate the campaign to Penn’s vision for the future. Imagine the Penn of 2012. What will Penn look like when the campaign ends? How will Penn be distinguished from its peers? Materials must vividly describe the Penn of 2012 and weave the various components of academic life (faculty, financial aid and facilities) into a compelling story of aspiration, achievement and creating a better world.



Messaging The campaign offers heightened opportunities to present a powerful image of Penn: its vision, strengths, impact and the support we need to realize them. The campaign’s graphic identity — its logo, colors and graphic elements — will establish our brand visually. We have also crafted key message points that, used consistently, will convey our brand in print and electronic collateral materials. Meant to be concepts we illustrate rather than words we repeat, the messages help donors understand what sets Penn apart. They are simple, reflective of strengths inherent since our founding, and broad enough to be used by all parts of the University. Each connects to the Penn Compact as representative for our vision for the future. We encourage you to use these core concepts in your own case for support materials, but especially to find stories and proof points that exemplify and bring them to life.




Passionate People


Benjamin Franklin Community

• Opening doors to the best and the brightest

SUPPORTS (examples only) • Student and Professional Aid • Professorships and Graduate Fellowships • Annual Giving

• Cultivating eminent scholars for today and tomorrow • Harnessing the power of alumni

Revolutionary Ideas

Integrating Knowledge

• Reinventing how we create and use knowledge

Benjamin Franklin Interdisciplinary Focus

• PIK Professors • College House • Undergraduate Hubs

• Redefining the way students live and learn

• Campus Development

• Reimagining the campus for beauty and function

Practical Pursuits • Creating the architecture of innovation and collaboration • Powering the potential of science and medicine • Connecting research and teaching in service to the world

Engagement Societal Impact

Benjamin Franklin Interdisciplinary Focus Impact

• Nanoscale Research Building • Life Sciences • Center for Advanced Medicine • Center for Community Partnerships



Frequently Asked Questions When can I use Making History: The Campaign for Penn on my campaign materials? After the campaign launch on October 20, 2007. The campaign theme and logo should be kept secret (except to University Trustees, Overseers, and other key Penn leaders) until the launch of the campaign’s public phase. The theme and logo will be introduced at the gala celebration as part of the ceremony and fanfare. If Making History is not to be public until October 20, 2007, how should I refer to the gala celebration, which requires pre-launch promotion? The gala celebration has its own theme — The Time is Now, The Place is Penn — which hints at the broader campaign theme, Making History. Graphic elements of the MH Logo, such as typography and the starburst, are being integrated into the gala celebration materials. Am I required to use Making History: The Campaign for Penn as my school or center’s campaign theme? No, but we strongly encourage you to use it as it will help create consistency of look and message for this University-wide campaign. It will also allow you to leverage the energy and momentum created by the University’s broad-based marketing and promotion efforts. If I use Making History: The Campaign for Penn, can I customize the logo to my school or center? Making History: The Campaign for Penn logo cannot be altered in any way. Schools and centers that plan to use Making History as their theme must use one of the logo variations provided in the branding toolkit.

Can I use Making History and revise the tagline? For instance, instead of stating, “The Campaign for Penn,” can it state, “The Campaign for [name of school/center]”? No. Making History: The Campaign for Penn is the full campaign theme and, when presented as a logo, must always appear as one. In copy, the name can be abbreviated to read Making History. My school or center wants to create a totally different theme and logo. Am I required to incorporate Making History into our materials? Yes, and we have provided an “Alternative” logo for those schools and centers that choose independent themes. Can I use colors that are not shown on the color palette? Not if you are using the Making History theme. Using the designated colors helps give a consistent look to campaign materials while still allowing individual designers room to create a signature look for these schools. Replacing colors will weaken the campaign identity. Where can I obtain logos? Susan Ahlborn in the Campaign Communications office will provide logos upon request. She can be reached at 215-898-0594 or What file formats are available and what are the differences? GIF (web use), JPEG (web and on-screen use), TIF (print applications; artwork should not be scaled beyond 120% of supplied file size), and EPS (high-resolution printing; can be scaled for signage and other large-sized projects).



Frequently Asked Questions (continued) I am using a different designer for our campaign materials. Is my designer required to follow the guidelines in this book? Not required, but it is highly recommended. By sharing the information in the branding toolkit with the designer producing your campaign materials you will help inform the process and, as appropriate, strengthen the campaign brand in a way that is mutually beneficial.

Who do I contact with questions or for more information regarding Campaign Communications? Contact anyone in the Campaign Communications office with your questions or concerns.

Do we have to incorporate the campaign messages into our materials? We recommend illustrating the message points in your materials to help project a clear and consistent image of Penn’s strengths and areas of distinction. The campaign messages are really concept points, intended to be fleshed out with examples and compelling stories. In other words, they are meant to be shown and not told. While characteristic of Penn, these concepts are sufficiently broad that each school should have no trouble personalizing them with stories that reflect its own work and support its campaign goals.

Elizabeth Pokempner Assistant Director 215-898-7152

Michaela Ahearn Director 215-899-3274

Susan Ahlborn Project Manager/Campaign Writer 215-898-0594 John Vassalotti Campaign Writer 215-746-6237


Penn mh branding toolkit draft