Graphic Standards Manual - York Technical College

Introduction ........................................... 1

Visual Elements ..................................... 2

Logo Applications ................................... 3

Open Space ....................................... 5

Color Usage ....................................... 6

Correct vs. Incorrect Usage ................ 8

Tag Line Usage ......................................... 9

Stationery ............................................. 10

Brochures and Pamphlets ................... 12

Ad Specialties and Apparel ................... 13

Other Applications ............................... 15

York Technical College Graphic Standards Manual

TABLE OF CONTENTS


PAGE 1

The following pages contain instructional guidelines for properly using the new graphic identity adopted for York Technical Collge (YTC).

This manual is not intended to provide rigid instructions for all logo applications and design approaches, but rather to give consistent direction for various uses while allowing for creative flexibility. These recommendations give a point of focus. When carefully coordinated, this focus will help to build a look and feel that is uniquely YTC.

In order for the new identity to be successful in building a strong brand, consistency is important. This consistency will influence how others perceive YTC as well as communicate to audiences the institution’s sense of organization and cohesiveness.

Instructions provided in the manual include logo applications, color treatments, tag line use and other basic applications. Please refer to this manual when making decisions about use of the new graphic identity.

If you have a question about guidelines contained in this manual or proper use of YTC’s new identity, please contact the Strategic Communications & Marketing Department.

INTRODUCTION


PAGE 2

The YTC institutional logomark consists of two basic elements–the logotype and the icon, henceforth referred to as the “Circle Icon.” The logotype is rendered in Warnock Pro Semibold Display. The circle icon should always appear to the left of the logotype and represents the diverse composition of the college. As the school is one college with many different educational opportunities, so is the circle icon one element divided into many parts. These parts have three distinct groupings which represent the diploma, certificate and degree programs offered by the college. The three groupings also reflect the three counties served by YTC.

When using the YTC logomark, the arrangement of these elements should not be altered in size or position in order to maintain visual consistency. These items should always appear together when representing YTC’s logo. Due the the character length of the college’s name, the logomark is provided with different logotype formats to provide flexibility in use. These treatments are discussed in greater detail on page 3, 4, 11 and 12 of this manual.

VISUAL ELEMENTS

INSTITUTIONAL LOGO (2 COLOR TREATMENT)

CIRCLE ICON

LOGOTYPE (WARNOCK PRO SEMIBOLD DISPLAY)


PAGE 3

The circle icon or parts of the icon may be used as a graphic element apart from the logotype. This approach should only be used on communications where the entire logo is also visible. While the circle icon offers multiple possibilities for graphic applications, over use of this approach is not recommended.

Within this document are several examples of how this element can be rendered (solid reversed, gradient, screened and outlined). Each of these applications offers unique possibilities. See below for examples.

VISUAL ELEMENTS

CIRCLE ICON

CIRCLE ICON - OUTLINED CIRCLE ICON - SCREENED T WO COLORS

CIRCLE ICON - GRADIENT CIRCLE ICON - SCREENED ONE COLOR


PAGE 4

LOGO APPLICATIONS

As stated in the introduction to this manual, consistency is very important in establishing a strong visual brand. To ensure the institutional logo is communicated consistently across various applications and usage, a CD was provided with this manual containing the following electronic formats – EPS, PDF, GIF, JPEG, TIF, Photoshop and Adobe Illustrator. It is STRONGLY advised that no attempt should be made to reproduce the logo in any other way. The logo should never be shadowed or otherwise altered in any way that would misconstrue its original appearance.

T WO COLOR LOGO (T WO LINE LOGOTYPE TREATMENT)

BLACK & WHITE LOGO (T WO LINE LOGOTYPE TREATMENT)

BLACK & WHITE LOGO (SINGLE LINE LOGOTYPE TREATMENT)

T WO COLOR LOGO (SINGLE LINE LOGOTYPE TREATMENT)


PAGE 5

Open SpaceWhen used with other elements, the visibility of the logo is maximized by allowing an open space surrounding all sides of the logo. This space should be equal to the capital letter height in the YTC logotype and free of other graphic elements, type and the edge of the printed page (see examples below).

LOGO APPLICATIONS

CAP HEIGHT

OPEN SPACE AROUND LOGO

CAP HEIGHT

OPEN SPACE AROUND LOGO


PAGE 6

Color UsageAnother key to correct logo application is color usage. When reproducing the institutional logomark, always use YTC’s institutional blue (PMS 280) and orange (PMS 151). When the institutional blue and orange are not an option, black is preferred. When printing in a single PMS color use PMS 280 (blue). Additionally, the logo is provided in the reverse treatment. The reverse treatment should only be used against a dark background where the contrast between the white lettering and background color is strong enough for the logo to reproduce clearly.

When reproducing the institutional colors in CMYK, RGB, or Web Safe values, use the following formulas. Since the results may vary based on the type of equipment used to reproduce these colors, some modifications may be necessary to achieve the desired results.

CMYK PMS 280: Blue C:100 M:89 Y:24 K:19 PMS 151: Orange C:0 M:65 Y:100 K:0

RGB PMS 280: Blue R:0 G:40 B:120 PMS 151: Orange R:255 G:121 B:0

WEB PMS 280: Blue #012168 PMS 151: Orange #FF8300

LOGO APPLICATIONS

REVISED LOGO (WHITE ONLY)

T WO COLOR LOGO

ONE COLOR LOGO PMS 280

BLACK & WHITE GRAYSCALE LOGO

BLACK & WHITE LINEART LOGO

REVISED LOGO (W/ COLOR)


PAGE 7

LOGO APPLICATIONS

Recommended Color PalettesColor is an important design element for creatingengaging communications. When used properly itcan be an effective tool for establishing YTC’s visualbrand identity. On the previous page, there are coloroptions for properly reproducing the institutionallogomark using the primary institutional colors – PMS280 (blue) and PMS 151 (orange). The secondarycolor recommendations on this page are intended tocompliment the primary color palette while providingsuggestions for maintaining color consistency withvarious YTC advertising and printed collateral. Coloroptions are not entirely limited to these palettes, butrare exceptions should be made to avoid inconsistenciesand only be used when approved by the YTCmarketing department. The secondary color palettes areprovided in two categories – vibrant and neutral.

Use of Logo with BackgroundsClarity and visibility are important when reproducing thelogomark in graphic applications. To assist in this effort

it is preferred that background colors be white for solidtwo-color logo treatments and PMS 280 (blue) for thereverse two-color logo treatments. Textured, patternedor complex photo backgrounds should be avoided. Iftextures, patterned or photographic backgrounds areused, the intensity should be no more than 10% fordarker colors or 25% for lighter colors. When solid colorsother than PMS 280 are used, the logo should appear in

C: 80M:12Y: 1K: 0

R: 0 G: 168 B: 225#00A7E1

PMS 2995

C: 94M: 0Y: 100K: 0

R: 0 G: 168 B: 79#00AE41

PMS 354

C: 56M: 99Y: 0K: 0

R: 135 G: 43 B: 144#8B189B

PMS 2602

C: 9M: 98Y: 93K: 1

R: 217 G: 39 B: 45#D8262E

PMS 1795

C: 57M: 47Y: 48K: 14

R: 113 G: 114 B: 113#707170

PMS 424

C: 23M:56Y: 100K: 7

R: 186 G: 119 B: 42#BA7726

PMS 7511

C: 73M: 47Y: 33K: 7

R: 80 G: 116 B: 138#4F738A

PMS 5405

C: 44M: 39Y: 92K: 13

R: 140 G: 129 B: 59#8B803A

PMS 5825

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

PMS 280 PMS 151


PAGE 8

Correct vs. Incorrect UsageThe institutional logo must always be reproduced from approved electronic reproduction files. The color, size and proportions have been carefully selected and should not be altered in any way. To the right are examples of correct color, positioning and proportions. The below examples are common mistakes to avoid.

LOGO APPLICATIONS

CORRECT COLOR, POSITIONING AND PROPORTIONS

INCORRECT COLOR INCORRECT COLOR

INCORRECT TYPE PLACEMENT INCORRECT ICON SIZE

INCORRECT TYPE PLACEMENT INCORRECT TYPE & ICON PLACEMENT


PAGE 9

TAG LINE USAGE

This page provides a brief understanding of YTC’s brand tag line and suggestions for its graphic application. The tag line represents the brand promise condensed to two concise phrases. Correct use of the tag line is a very important part of the graphics platform. Incorporating the tag line with YTC’s collateral and advertising serves as an important reinforcement of the brand’s message.

One College. Many Opportunities.

While the graphic guidelines for using the tag line are flexible, there are a few points to keep in mind. First, when using the tag line graphically the type should appear in PMS 151 (orange) and PMS 280 (blue) or reversed when possible (see examples to the right). It’s also important to note the correct typeface is Oceans Sans Semibold Italic (as shown above). The tag line should be written as two phrases and not as a single phrase such as “One College and Many Opportunities.” It is preferred that the tag line be rendered on one or two lines as show on this page. However, on limited occasions it may be necessary to use a three lined approach as shown in figure 1 on page 12.

TAG LINE WITH ONE LINE LOGOTYPE

TAG LINE WITH T WO LINE LOGOTYPE

REVERSED TAG LINE ON COLLATERAL

One College. Many Opportunities.York Technical College


York TechnicalCollege






REVERSED TAG LINE WITH W/ ONE & T WO LINE TREATMENTS

Publication TitleFall 2009





PAGE 10

LetterheadStationery is an integral part of a graphic identity package. The following pages provide direction for print specification and how to use the stationery applications within the guidelines outlined in this manual.

An example of the YTC letterhead is shown below.

STATIONERY

SpecificationsSize: 8.5” x 11”Colors: 2/0 PMS 280 & 151 Bleeds: 3 sidedMargins: Top: 2” Bottom: 1.25” Left: 1” Right: 1”


452 S. Anderson Road T: 803.327.8000 www.yorktech.comRock Hill, SC 29730 F: 803.325.2864 [email protected]

452 S. Anderson Road T: 803.327.8012Rock Hill, SC 29730 F: 803.325.2864www.yorktech.com [email protected]

Joe Polinski, Director of Public Information

452 S. Anderson RoadRock Hill, SC 29730



EXAMPLE SHOWN AT 50% OF ACTUAL SIZE.

Times or Times New Roman should be used on all letterhead communications.


PAGE 11

Business Card and #10 Envelope

Business Card SpecificationsSize: 2” x 3.5”Colors: 2/0 PMS 280 & 151Bleeds: 2 Sided

STATIONERY

#10 Envelope SpecificationsSize: #10 Business - Commercial Flap (9.5” x 4.25”)Colors: 2/0 PMS 280 & 151 Bleeds: None


















PAGE 12

Brochure and pamphlets are effective tools for communicating to internal and external audiences. While look of these communications pieces need not be identical, they do need to reflect a common graphic approach. Size, number of colors, binding and the like will often be determined by need, audience and budget. However the logo placement and color choices should be consistent with the guidelines provided within the previous pages of this manual. With rare exception, the logo should appear on the front side of the brochure. Consistent placement of the logomark, such as on the bottom right of the cover, will also help establish a visual consistency between publications.

BROCHURES AND PAMPHLETS

FULL COLOR ONE COLOR - PMS 280 ONE COLOR - BLACK








PAGE 13

York Technical College




One

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Many O

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.

York

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Apparel, give-aways and other advertising specialties can be an effective means of marketing to the public. When using this approach, incorporating your brand correctly is important. While we strongly suggest following the guidelines provided in the previous pages for all visual applications, sometimes the size and reproduction methods involved in specialty promotions can pose unique challenges. The flash drive illustration provided in Figure 1 is an example of how the size and proportions may warrant modifying the position of the logo elements. Please use caution when considering any such repositioning and placement to conform to vendor specifications.

AD SPECIALTIES AND APPAREL

FIGURE 1


PAGE 14

AD SPECIALTIES AND APPAREL




T-SHIRT

FLASH DRIVE

BALL CAP

SPORTS SHIRT W/ POCKET


PAGE 15

OTHER APPLICATIONS

7’

2’

One College.ManyOpportunities.

York

Tec

hnic

alCo

llege

One College.ManyOpportunities.

York

Tec

hnic

alCo

llege

7’

2’

One College.

Many Opport

unities.

One

Coll

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Many

Oppo

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7’

2’One College.

Many Opport

unities.

One

Coll

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Many

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There are far too many opportunities for use of YTC logo to be covered in this guide. However, when the logomark is used in ways consistent with these guidelines, you will find the logomark to be flexible enough for most any graphic application. On this page, we’ve illustrated several possible banner applications. The logo has been applied in its preferred logotype treatment (see figure 1), as well as using a shortened “yorktech” logotype in figures 2 & 3. This “yorktech” version is not intended for widespread use, but does offer flexibility for applications where width, or in this case height, may be limited. When compairing figure 1 to figure 3, you will notice by using the shortened logotype treatment the letter size is much larger and ledgible despite the limited height.

FIGURE 1 FIGURE 3

FIGURE 2


PAGE 16

OTHER APPLICATIONS

452 South Anderson RoadRock Hill, South Carolina 29730(803) 327-8000 www.yorktech.com

Faculty / Staff

ID# 0000000

Robert C.Yorkman


Robert C. YorkmanFaculty



452 South Anderson RoadRock Hill, South Carolina 29730(803) 327-8000 www.yorktech.com

Faculty / Staff

ID# 0000000

Robert C.Yorkman


Robert C. YorkmanFaculty



EMAIL SIGNATURE BLOCK POWERPOINT TEMPLATE

CAMPUS ID CARD

NAME TAG

OUTDOOR AD

452 S. Anderson Road T: 803.327.8000Rock Hill, SC 29730 F: 803.325.2864www.yorktech.com

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