Mascot Style Guide. 16 College Avenue West # Singapore

Transcription

1 YNS160176_YaleNus Mascot design guide book_r12.pdf 1 14/2/17 3:26 PM Mascot Style Guide 16 College Avenue West # Singapore Mascot Style Guide usage with effect from 1 January For clarifications, contact: publicaffairs@yale-nus.edu.sg

2 YNS160176_YaleNus Mascot design guide book_r12.pdf 2 14/2/17 3:26 PM Yale-NUS College Mascot Style Guide Usage Contents The Yale-NUS College Mascot Style Guide serves as the institution s identity communique, conveying our brand concisely and reflecting the uniqueness of the College. In setting these graphic standard guidelines to adhere to, Yale-NUS College intends to connect with its respective stakeholders in a credible and consistent format across all platforms, locally and globally. Graphic standards outline the correct usage of brand elements such as the Yale-NUS College mascot, colour palette usage and mascot application. Within these guidelines, certain elements of flexibility remain, even as it outlines non-exhaustive examples of incorrect usage. The need for full compliance of these guidelines is imperative to deliver a cohesive, consistent and comprehensive branding message for Yale-NUS College. INTRODUCTION Why a Mascot? 6 Halcyon the Blue-Eared Kingfisher 7 Mascot Name and Rationale 10 DESIGN Mascot Overview 13 Mascot Components 14 Primary Colour Palette 15 Supplementary Colour Palette 16 Mascot Permutations 17 Full-Colour Mascot Application 19 2-Colour Mascot Application 20 Single-Colour Mascot Application 21 Mascot Application in Black & White 22 Clear Space and Minimum Size 23 Incorrect Usage 25 Mascot Application in Conjunction 27 with Yale-NUS College Wordmark APPLICATION Events 31 Merchandise

3 YNS160176_YaleNus Mascot design guide book_r12.pdf 3 14/2/17 3:26 PM INTRODUCTION

4 YNS160176_YaleNus Mascot design guide book_r12.pdf 4 14/2/17 3:26 PM Why a Mascot? Yale-NUS mascot is an embodiment of the College, a visual representation of what we believe to be the best of the College. The mascot is a rallying point around which the personality, character and vision of the College is best and most positively expressed. 5 6

5 YNS160176_YaleNus Mascot design guide book_r12.pdf 5 14/2/17 3:26 PM Halcyon the Blue-Eared Kingfisher Kingfishers are majestic, tough birds very adept at fending for themselves. Specifically, the blue-eared kingfisher species is identifiable by its vibrant hues of blue and orange reflective of Yale-NUS College colours. The species can be found nesting in Singapore, even though it is considered a rare resident in Asia. The blue-eared kingfisher was chosen as the Yale-NUS College mascot for its combination of symbolic and distinctive hues, its vibrancy and its rarity. It represents the College as a relatively young academic institution with small cohort sizes. The species reflects the College s commitment to develop a community of learning that is based in Asia, for the world. Finally, the mascot as an embodiment of the College encompasses some of the ideals and characteristics that resonate at the heart of Yale-NUS College: Youthfulness, Creativity, Curiosity and a Spirit of Adventure ready to take on the world. 7 8

6 YNS160176_YaleNus Mascot design guide book_r12.pdf 6 14/2/17 3:26 PM Halcyon the Blue-Eared Kingfisher Mascot Name and Rationale HALCYON HALCYON the Yale-NUS College Mascot Halcyon is a name originally derived from Greek mythology for a generic grouping of various kingfisher breeds. Legend has it that this mythical bird has the power of charming winds and waves into calmness. Pronounced: \ hal-sē-ən\ pronounced similar to yearn It symbolises peace and tranquility on the one hand, while taking on the attributes of charming persuasion, prosperity and joy. A carefree, untroubled creature not unlike the halcyon days one enjoys in college the Yale-NUS College Halcyon is armed with a spirit of adventure, ready through its charm and mastery to spread happiness and bring about positive change wherever it goes. as in sea 9 10

7 YNS160176_YaleNus Mascot design guide book_r12.pdf 7 14/2/17 3:26 PM DESIGN

8 YNS160176_YaleNus Mascot design guide book_r12.pdf 8 14/2/17 3:26 PM Mascot Overview Mascot Components V-shaped wings are symbolic of the kingfisher s victory pose after an energetic venture and successful catch. Arched eyebrow with focused gaze suggests a combination of go-getter aggression and a steely determination to succeed in its chartered course. SOARING TO GREATER HEIGHTS Geometric design denotes great depth and a multi-faceted character. Sharp beak suggests specific focus and pin-point accuracy in pursuit. The kingfisher in its vibrant hues of blue and orange symbolises the youthful spirit of an institution that is ready and focused to excel to soar to even greater heights. White tuft lends an air of distinguished competence. Optional Components The trail extension that can accompany the mascot conveys an added dynamism. Quick ascent trail implies the College has made significant progress within a short time. Bold trailing lines of blue and orange suggest a swift and aggressive surge to prominence

9 YNS160176_YaleNus Mascot design guide book_r12.pdf 9 14/2/17 3:26 PM Primary Colour Palette Supplementary Colour Palette College colours help convey brand personality, and consistent use is vital to maintain the College s identity. Please use the Primary Colour Palette below as an adherence guide. A supplementary set of colours for the mascot has been selected to complement the Primary Colour Palette. Please adhere strictly to the formulae indicated below. Yale-NUS Blue Yale-NUS Orange PMS Coated 2766C 281C 288C 301C 3015C 3005C PMS Uncoated 2766U 281U 288U 301U 3015U 3005U PMS Coated PMS Uncoated CMYK Process RGB 288C 288U C 151U A range of neutral greys complement the blue and orange colour palettes well. CMYK Process RGB WEB PMS Coated #141B4D 165C #00205B 151C #004B8D 144C #004B87 137C #00629B 136C #0077C8 123C WEB #004B8D #F89829 PMS Uncoated CMYK Process 165U U U U U U RGB WEB #FF671F #FF89829 #ED8B00 #FFA400 #FFBF3F #FFC72C When using the trailing lines/swoosh of the mascot, the CMYK Process gradient trail percentages based on the Yale-NUS College blue and orange are indicated as follows: RGB WEB # # #4d4d4f #58595b # #6d6e #77787b # #8a8c8e # % 50% 100% CMYK Process RGB WEB #9d9fa2 #a7a9ac #b1b3b6 #bcbec0 #c7c8ca #d1d3d4 #dcddde #e6e7e8 #f1f2f2 #ffffff 15 16

10 YNS160176_YaleNus Mascot design guide book_r12.pdf 10 14/2/17 3:26 PM Mascot Permutations The correct usage of the mascot is critical to convey a consistent and unified image for the College. The examples laid out here are the correct permutations for all communication materials. Full-Colour 2-Colour Black & White Single-Colour Keyline 17 18

11 YNS160176_YaleNus Mascot design guide book_r12.pdf 11 14/2/17 3:26 PM Full-Colour Mascot Application 2-Colour Mascot Application The mascot may be placed against a range of background elements. In such situations, there are clearly-specified rules to observe, based on the complexity of the background. Where possible, the full-colour mascot must be used. Some examples are shown below. For instances which use the College colours, the 2-Colour mascot should be used. Some acceptable mascot permutations are shown below. When using Full-Colour photos, the Full-Colour mascot must be placed within a clearly-demarcated bar. Another permutation of the Full-Colour mascot within a bar. The placement of the bar can be flexible. The Full-Colour mascot with a bar against a pattern background. In 2-Colour settings with orange and blue, the 2-Colour mascot must be placed within a clearly-demarcated bar. Another permutation of the 2-Colour mascot within a bar. The placement of the bar can be flexible. The 2-Colour mascot with a bar against a pattern background

12 YNS160176_YaleNus Mascot design guide book_r12.pdf 12 14/2/17 3:26 PM Single-Colour Mascot Application Mascot Application in Black & White There are clearly-specified rules to observe for the mascot in single-colour application. Some examples are shown below. The general rule to observe in such situations is that mascot details must not merge with the background. Incorrect permutations have been crossed out. 0k 10k 20k 30k 40k 50k 60k 70k 80k 90k 100k Saepe melius officiis ea sed, ut est argumentum dolor persequeris. Lorem ipsum dolor sit amet, te admodum recteque deterruisset sea. Saepe melius officiis ea sed, ut est argumentum persequeris. Against Single-Colour Backgrounds, Single-Colour or Keyline mascot must be used. Against Single-Colour Photos, Single-Colour or Keyline mascot must be placed within a clearly-demarcated bar. Examples of correct Black & White mascot permutations

13 YNS160176_YaleNus Mascot design guide book_r12.pdf 13 14/2/17 3:26 PM Clear Space and Minimum Size A prescribed amount of clear space round the mascot where no other type or graphic element can appear should be maintained at all times. The clear space round the mascot must be at least 20% of the mascot width and height. For easy reference, the Yale-NUS College wordmark usage with specific references to clear space and minimum size is provided here. A clear space of 1 Y is needed all round as indicated below: The minimum size prescribed ensures that the mascot is always distinct and discernible. Please do not print the mascot smaller than a width of 15mm. 15mm To ensure legibility, please do not print the horizontal wordmark smaller than 58mm, or the stacked wordmark smaller than 15mm. The clear space round the mascot should be 20% of the mascot width and height, as indicated above. Minimum Size 58mm 15mm 23 24

14 YNS160176_YaleNus Mascot design guide book_r12.pdf 14 14/2/17 3:26 PM Incorrect Usage For brand success, it is critical that the mascot is displayed correctly, in elements such as colour and position. Below are examples that illustrate a (non-exhaustive) range of incorrect mascot displays. 1. Do not delete any portion of it. 2. Do not use non-approved or altered colours. 3. Do not flip or rotate it. 4. Do not decorate it or place any other element in the designated clear space. 5. Do not distort it. 6. Do not crop it. 7. Do not box it up. 8. Do not place directly against a photo or a complicated background. When using the optional trailing line/swoosh, greater flexibility can be accorded with prior approval. For mascot and optional trailing line clarification and usage approval, consult publicaffairs@yale-nus.edu.sg 25 26

15 YNS160176_YaleNus Mascot design guide book_r12.pdf 15 14/2/17 3:26 PM Mascot Application in Conjunction with Yale-NUS College Wordmark The mascot must be used in conjunction with the Yale-NUS College wordmark at all times. The clear space between the two must be at least one Yale-NUS College Y apart all round, after taking into account their own individual clear spaces. This is to ensure both mascot and wordmark maintain their distinct space and look. Cross-refer to the clear space and minimum size guidelines on pages for verification. While the minimum clear Y space is desired, the collaborative use of the mascot with the Yale-NUS College wordmark allows flexibility, as long as the College s brand image is not compromised. Below are some examples of correct usage of the two elements. Vertical wordmark Horizontal wordmark Clear Space Notwithstanding the prescribed clear space conditions, there may be occasions where such minimum space restrictions can be negotiated. For such special conditions of mascot and wordmark placement, do seek prior approval from publicaffairs@yale-nus.edu.sg 27 28

16 YNS160176_YaleNus Mascot design guide book_r12.pdf 16 14/2/17 3:26 PM APPLICATION

17 YNS160176_YaleNus Mascot design guide book_r12.pdf 17 14/2/17 3:26 PM Events University events showcase Yale-NUS College to internal and external stakeholders. Across such events, brand consistency is imperative. Here are some examples of how the mascot can be used in collaterals for such events. Do note that the mascot must always be used in conjunction with the Yale-NUS College wordmark. Front Back Welcome Class of 2020 Flag Statue Balloon Banner 31 32

18 YNS160176_YaleNus Mascot design guide book_r12.pdf 18 14/2/17 3:26 PM Merchandise Anyone wishing to use the mascot on merchandise must adhere to all the requirements in this guide. Non-exhaustive merchandising examples of correct use of the mascot are featured below. Key Chain File Note Book Jacket T-shirt Mug Tote Bag Water Bottle Lanyard & Tag Cap 33 34