Milwaukee School of Engineering

Graphic Standards Manual

Table of Contents

About MSOE 1

Introduction to MSOE Graphic Identity Standards 2

Milwaukee School of Engineering’s Name 3

The Official University Logo 3 Variations of the Logo 3 Logo Don’ts 4

University Seal 4 Seal Don’ts 4

MSOE Pirate 5

Other Logos 6

Stationery 7 Letterhead 7 Envelopes 7 Business Cards 7

PowerPoint Template 7

University Colors 8

Suggested Typography 8

Social Media Icons 8

About MSOE Milwaukee School of Engineering® is a private, non-profit university offering bachelor’s and master’s degrees primarily in engineering, business, mathematics and nursing. At MSOE®, you will find a caring community of students and faculty. Together, we are committed to fostering a higher standard of academic programming and research, and personalized service, instruction and guidance.

Vision Statement MSOE will always be at the forefront of professional education with emphasis on both theory and technology, coupled with intensive laboratories and career practice.

Mission StatementMSOE provides a sustained interactive educational climate for students to become well-rounded, technologically experienced graduates and highly productive professionals and leaders.

Elevator SpeechMSOE provides a sustained interactive educational climate for students to become well-rounded, technologically experienced graduates and highly productive professionals and leaders.

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MSOE Graphic Identity StandardsThe first and sometimes the only tangible expressions of our work are the communication pieces created by the university. If coordinated effectively, they can create and maintain the university’s image and identity. It is critical that our publications reflect unified and focused messages about MSOE, our “unique selling points” and the quality of education we provide.

In order to maintain the consistent, high-quality image of our university, it is important that we take a disciplined approach to the way we represent MSOE in every aspect. MSOE follows the Associated Press (AP) Stylebook as a guide for writing and formatting text in all publications. Some exceptions are made for common academic usage, and are noted in the MSOE Publication Style Guide. Graphic standards are one of the most important aspects of our university’s image. The guidelines established in this document will help us all with making graphic decisions that best represent our institution.

Included in this document are guidelines for using the logos and seal on printed materials and in electronic formats. Samples for stationery, business cards and envelopes are provided.

The success of MSOE’s visual identity program depends on the cooperation of the entire MSOE community and its vendors. It is everyone’s responsibility to comply with these standards.

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Milwaukee School of Engineering’s NameMilwaukee School of Engineering®, the acronym MSOE® and the MSOE logo are registered U.S. trademarks.

Our preferred reference is MSOE, however for clarity purposes it is sometimes appropriate to use Milwaukee School of Engineering (MSOE), then use MSOE in later references of the same communication. Furthermore MSOE will be referred to as a university (in lower case). In no instance shall MSOE be referred to as a college or school.

The Official University LogoMSOE’s logo is a box comprised of the letters MSOE set in upper-case letters and is the cornerstone of our comprehensive visual identity program. The lettering has been carefully modified and spaced and should never be replaced with other type. As the primary visual symbol of MSOE, the logo must appear on all MSOE print materials and digital platforms.

This logo was created by industrial designer Brooks Stevens in 1978 during MSOE’s 75th anniversary. It not only has withstood the test of time, but it grows more valuable every day. It is simple, yet high-impact and makes a statement wherever it is used. The MSOE logo is the graphic representation of our brand and our brand is our promise.

MSOE has since added a moniker to the original logo. MSOE’s name has not changed. Although MSOE refers to itself as a university, the word “university” is not part of its name. The word university, when referring to MSOE, should not be capitalized.

MSOE’s logo is a registered trademark of the university and must be reproduced in the configurations and colors shown in this document. The logo cannot be photocopied, scanned, recreated, reproportioned or altered in any way. No variation in its design, other than what is provided, will be approved. Any unauthorized use is prohibited.

The logo may be reproduced only from authorized art or from the original electronic version. Adobe Illustrator (vector) files are available both in Macintosh and Windows EPS format. Electronic versions can be found on the “O: drive, in the COMMONS directory.

In materials where color is used, the PMS 200 red logo should be used. The black logo should only be used for one color production, or when the red logo would not be visible.

Variations of the Logo

The Marketing and Public Affairs Department has developed several variations of the logo which can be used only with permission from the department.

A CMYK version is available for use on full color printed materials. A reversed logo with white lettering and outline may be used on red backgrounds. A PMS 200 and CMYK logo with a white moniker box may be used on dark colored backgrounds, where the black moniker would not show up. In all variations, the logo still must remain in a box setting with the moniker below. This should not be modified in any way.

Please note that not every acceptable or unacceptable use of the logo can be addressed here. It is the responsibility of each user to use the logo correctly. If you have any questions, please contact the director of publications at (414) 277-7138.

Preferred optionPMS 200 red

Secondary option100% Black

CMYK red Reversed in white PMS 200 with white moniker

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Logo Don’ts:

• Do not screen the logo (A).

• Do not reproportion the logo (B).

• Do not rotate the logo (C).

• Do not put text on top of logo, or too close to logo. A quarter of an inch or more is ideal (D).

• There should not be a white bar visible in-between the red block and moniker (E).

• Do not print the logo in a color other than MSOE red (PMS 200) or black (F).

• Do not use the letters only (G).

• Do not recreate the logo.

Please note that not every acceptable or unacceptable use of the logo can be addressed here. It is the responsibility of each communications producer to use the logo correctly. If you have any questions about a particular application, please contact the director of publications at (414) 277-7138.

University SealThe university seal is used for the highest official university documents (diplomas, legal documents, etc.) It can only be used on other materials with the permission of the Marketing and Public Affairs Department. The seal must never replace the university logo as the university signature in university visual materials including publications, stationery, advertising or electronic media.

The seal may be reproduced only from an original digital file (.ai Adobe Illustrator, .eps or JPEG formats). The seal must not be photocopied, scanned, recreated, reproportioned or altered in any way.

Seal Don’ts:

• Do not use the seal without permission from the Marketing and Public Affairs Department.

• Do not recreate the seal.

• Do not reproportion the seal.

• Do not print the seal in a color other than MSOE red (PMS 200) or black.

• Do not rotate the seal.

Go Raiders!

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D

BC

EF

A

G

MSOE PirateThe MSOE pirate logo, Roscoe Raider, was created as the athletics mascot.

It also serves as an informal mark for other university projects. The logo must never replace the university logo as the official university signature.

The logo may be reproduced only from an original digital file (.ai Adobe Illustrator, .eps or JPEG formats). The logo must not be

photocopied, scanned, recreated, reproportioned or altered in any way.

Notes on Roscoe Raider Logo

The logo is reproduced in black (with screens of black) and MSOE red (PMS 200).

The single color version can be printed in black only.

There is also a head-only version of the logo. Please contact the director of publications at (414) 277-7138 to request this logo.

Many athletic teams and some organizations have a customized Roscoe Raider logo. Please contact the director of publications at (414) 277-7138 to ask about a Roscoe Raider logo for your team, organization or event. Requests will be reviewed on a case-by-case basis.

1. Primary Option2 color

2. Black 3. Head only

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Other Logos The Rader School of Business logo is to be used to represent the MSOE business programs. It may be used in its two-color format (PMS 200 and PMS 295) or in one-color (black).

The School of Nursing logo is to be used represent the MSOE nursing programs. It may be used in its full color (PMS 200, PMS 1255 and black), two-color format (PMS 200 and black) or in one-color (black).

The Applied Technology CenterTM (ATC) logo is to be used in materials representing the ATC. It may be used in its one color (black) format or it may be reversed out of dark backgrounds.

The Fluid Power InstituteTM (FPI) logo is to be used in materials representing the FPI. It may be used in its one color (black) format or it may be reversed out of dark backgrounds.

The Rapid Prototyping Consortium (RPC) logo is to be used in materials representing the RPC. It may be used in its CMYK tiff format or in black.

The Grohmann Museum logo serves as the signature logo for the endorsement of the MSOE Grohmann Museum. The logo must never replace the university logo as the official university signature. It may be used in one-color formats (PMS 200 or black) or two-color format (PMS 1245 and 200). The logo may be used in a reverse format too.

The WMSE logo is a registered U.S. trademark and represents WMSE 91.7 FM radio station. The logo is red and black, red and white, or black.

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StationeryStationery materials (letterhead, envelopes and business cards) are the most widely used communication vehicle. These materials provide reinforcement for the university’s visual identity. By establishing a standard stationery format and limiting the printing of stationery materials, the university ensures visual consistency and quality. In addition to printed stationery, MSOE letterhead is available in electronic format. To download and open the electronic letterhead you will need Microsoft Word installed on your computer. Contact the director of

publications at (414) 277-7138 for an electronic file.

University Letterhead• 8-1/2” x 11”• The MSOE logo is in the upper left hand corner of the page.• If a department/office name is listed, it is positioned to the

right of the logo.• The address block is positioned in the center at the bottom

of the page.

University Envelopes• Business or window envelopes – #9 or #10• The MSOE logo is in the upper left hand

corner of the page.• The address block is aligned left and to

the right of the logo.

University Business Cards• The MSOE logo is in the upper left hand corner of the card.• The address block is right justified at the bottom of the

card. The mailing address is standard on all cards.• The personal information is to the right and includes:

name, highest degree earned (if applicable), title, telephone number, fax number and email address.

• The MSOE mission statement is printed on the back side of cards.

Printing Guidelines• Letterhead, envelopes and business cards are printed in two colors, MSOE red (PMS 200) and black.• To order stationery materials contact the director of publications at (414) 277-7138.

PowerPoint TemplatesPowerPoint presentations created for external audiences should incorporate MSOE’s primary identity marks. A branded PowerPoint template is available for university use. Please contact the director of publications at (414) 277-7138 to request the template.

Milwaukee School of Engineering • 1025 North Broadway • Milwaukee, WI 53202-3109 • (414) 277-7300 • www.msoe.edu

Milwaukee School of Engineering1025 North BroadwayMilwaukee, WI 53202-3109

NameTitle

Department/OfficePhone

FaxEmail

Milwaukee School of Engineering1025 North Broadway

Milwaukee, WI 53202-3109www.msoe.edu

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University ColorsMSOE’s primary colors are red and white.

Secondary colors of the university include black, PMS 295, which is used for the Rader School of Business and PMS 1245 for the Grohmann Museum and MSOE School of Nursing.

Suggested TypographyThe primary fonts that should be used in MSOE print materials include Minion Pro, Impact and Helvetica Neue.

Header copy should be done in Helvetica Neue or Impact and body copy should be done in Minion Pro or Helvetica Neue.

Minion Pro and Helvetica Neue come in a variety of weights, but minimal variation is best. The use of more than two or three different sizes and weights in a single piece is not recommended.

Headers are preferred in red, and copy in black or 80% black.

Social Media IconsMSOE maintains an official institutional presence on Facebook, Twitter, LinkedIn, YouTube and Instagram. Any department or group-affiliated social media accounts must be coordinated with the director of media relations before permission will be granted to use the MSOE logo on the account. Logos formatted specifically for social media accounts are provided by the Marketing and Public Affairs Department.

When referencing a social media account, please note that the icons used to represent these accounts can be formatted as circles, squares or as just the icon. They can be printed in color, MSOE red, black or reversed in white.

PMS 200MSOE Red

CMYK Red

3, 100, 70, 12

100% Black

PMS 295 PMS 1245

White

Font Samples:

Helvetica Neue: 97% Graduate Placement

Minion Pro: 97% Graduate Placement

Impact Regular: 97 % Graduate Placement

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Milwaukee School of Engineering1025 North Broadway, Milwaukee, WI 53202

msoe.edu • (800) 332-6763 • explore@msoe.edu