GUTTMAN COMMUNITY COLLEGE BRAND 1
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2 Contents Introduction 1 Brand overview 2 Full name 4 Main name 6 Short name 8 Icon 10 Monarch logo 12 Logo placement 14 Color 16 Type 17 Co-branding 18 Website 19 Letterhead 20 Envelopes/business cards 21 Promotional items 22 Digital display 24 Appendi 25
3 Introduction NYSIM graphic elements Stella and Charles Guttman Community College is not just a new community college. It offers a new approach to community college education a rigorous academic program specifically designed to link learning in the classroom to practical career eperiences in the outside world. The college is wholly committed to student success, providing a structured and supportive environment where students receive individualized attention. The clearly defined educational pathway starts with a full-time, first-year program focused on issues relevant to New York City. Through the college s partnerships with outside organizations, businesses and agencies, students also gain hands-on eperiences as interns, volunteers and participants in community service projects. Graduates will earn an Associate s Degree in one of five distinctive majors, from liberal arts and sciences to information technology. Guttman Community College is located in midtown Manhattan, overlooking vibrant Bryant Park. The city is not only its location, but its campus and laboratory as well. The college s logo reflects the strong, university-wide commitment to individual achievement and educational opportunity for all a unique, cutting-edge education for the 21st Century. In these pages, we provide standards for the Guttman Community College logo, including versions, typefaces, colors, placement, and relational spacing. Eamples of proper usage are provided for use with numerous formats. The clear and unified use of the Guttman Community College logo will give the greater community an immediate, symbolic recognition of this new school where graduates will emerge as engaged citizens, purposeful, and ready to address the critical challenges of our time. GUTTMAN COMMUNITY COLLEGE BRAND 1
4 Brand overview For all usage. The Guttman Community College logo consists of several elements: the shield; the tet; the horizontal rules; and the URL. The Guttman Community College logo has three written versions: the full name; the main name; and the short name. The shield may be used alone in certain circumstances. The tet may be used alone in certain circumstances. The primary typeface is Chronicle and is set in small caps. The URL is set in all lowercase Trade Gothic Bold No. 2. The color version should be used whenever possible. A blue, black and white version are also permitted. 2 GUTTMAN COMMUNITY COLLEGE BRAND Brand overview
5 Full name Icons Monarch logo Main name Short name Brand overview GUTTMAN COMMUNITY COLLEGE BRAND 3
6 Full name For all usage. White The full name logo is written on three lines, and consists of several elements: the shield; the tet; and the horizontal rules. The full name logo has both a vertical and horizontal version. The primary typeface is Chronicle, and is set in small caps. Vertical > The color version should be used whenever possible. A blue, black and white version are also permitted. Horizontal > 4 GUTTMAN COMMUNITY COLLEGE BRAND Full name
7 Color Blue Black Full name GUTTMAN COMMUNITY COLLEGE BRAND 5
8 Main name For all usage. White The main name logo is written on two lines, and consists of several elements: the shield; the tet; and the horizontal rules. The main name logo has both a vertical and horizontal version. The primary typeface is Chronicle, and is set in small caps. Vertical > The color version should be used whenever possible. A blue, black and white version are also permitted. Horizontal > 6 GUTTMAN COMMUNITY COLLEGE BRAND Main name
9 Color Blue Black Main name GUTTMAN COMMUNITY COLLEGE BRAND 7
10 Short name For all usage. White The short name logo is written on two lines, and consists of several elements: the shield; the tet; the horizontal rules; and the URL. The short name logo has both a vertical and horizontal version. The primary typeface is Chronicle, and is set in small caps.the URL is set in all lowercase Trade Gothic Bold No. 2. Vertical > The color version should be used whenever possible. A blue, black and white version are also permitted. Horizontal > 8 GUTTMAN COMMUNITY COLLEGE BRAND Short name
11 Color Blue Black Short name GUTTMAN COMMUNITY COLLEGE BRAND 9
12 Icon For special usage. The shield can be used by itself as an icon in special circumstances especially social media applications where space is very limited. Square The icon has both a square and circle version. It s important that the icon be given room to maintain its individual identity. Thus, other graphic elements, including type, should remain outside of the background square or circle. The color version should be used whenever possible. A blue, black and white version are also permitted. Approved background colors are provided on the following page. Circle 10 GUTTMAN COMMUNITY COLLEGE BRAND Icon
13 Icon GUTTMAN COMMUNITY COLLEGE BRAND 11
14 Monarch logo For special usage. White A Monarch logo can be used in special circumstances especially for events, branded items, apparel, and other special uses. It s important that the Monarch logo be given room to maintain its individual identity. Thus, other graphic elements, including type, should remain at a safe distance. The color version should be used whenever possible. A blue, black and white version are also permitted. 12 GUTTMAN COMMUNITY COLLEGE BRAND Monarch logo
15 Color Blue Black Monarch logo GUTTMAN COMMUNITY COLLEGE BRAND 13
16 Logo placement Clear space and page placement. Clear space It s important that the logo be given room to maintain its individual identity. Thus, other graphic elements, including type, should remain outside of a clear space that measures at least (), or the distance between the two horizontal rules. The logo should also be given proper space around it in relationship to the edge of the page (printed page, on screen or any other application). A safe distance to the edge equals (), or the distance between the two horizontal rules. Page placement 14 GUTTMAN COMMUNITY COLLEGE BRAND Logo placement
17 Clear space Page placement Logo placement GUTTMAN COMMUNITY COLLEGE BRAND 15
18 Color The primary colors for Guttman Community College are sky blue (PMS 3005) and red (PMS 172). Secondary colors are indigo (PMS 2768) and orange (PMS 716). Tertiary colors are blue (PMS 286), yellow (PMS 109), dark gray (PMS Cool Gray 9) and light gray (PMS Cool Gray 3). Pantone numbers (coated), CMYK, RGB and headecimal numbers are provided for color consistency, and should be followed for print, electronic and all other usage. 16 GUTTMAN COMMUNITY COLLEGE BRAND Color
19 Type Incorrect usage Chronicle The Guttman Community College has both a serif and a sans serif typeface. The serif typeface is Chronicle. It can be used for both body copy and headlines. The college logo is typeset in Chronicle small caps. The sans serif typeface is Trade Gothic. It can be used for both body copy and headlines. The URL under the short college logo is typeset in Trade Gothic Bold No. 2. Both these typefaces are used for the University brand standards, and also appear in the University logo (Trade Gothic Light and Trade Gothic Bold Condensed 20). The serif typeface should be substituted with Times Roman on the web. The sans serif typeface should be substituted with Helvetica/Arial on the web. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Trade Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Trade Gothic Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Type GUTTMAN COMMUNITY COLLEGE BRAND 17
20 Co-branding Vertical composition. The Guttman Community College logo often will appear with the University logo. Proper space must be given to both logos, and certain scale and alignments must be kept. The college URL may be added as shown. guttman.cuny.edu 18 GUTTMAN COMMUNITY COLLEGE BRAND Co-branding
21 Website The Guttman Community College website will etend the visibilty of the brand on the web for an international audience. Its look and behavior will reinforce the brand. The color scheme is our familiar blue, orange and cool gray. He colors are given on page 16. Typefaces are Times Roman and Arial/Helvetica. Website GUTTMAN COMMUNITY COLLEGE BRAND 19
22 Letterhead 1" 1" 1" Office of the President guttman.cuny.edu 50 West 40th Street New York, NY (646) Tel (212) Fa The Guttman Community College stationery system should strive for consistency in both printed and digital form. The University logo should be included in all stationery items. When printed, the inks are sky blue (PMS 3005U) and blue (PMS 286U). The preferred letterhead stock is Strathmore Writing Bright White Wove 24 lb. tet weight. If other stock is used, post-consumer waste (PCW) content should be at least 30%..75" 1" 1" 20 GUTTMAN COMMUNITY COLLEGE BRAND Letterhead
23 Envelopes/business cards.5".5" Office of the President 50 West 40th Street New York, NY guttman.cuny.edu.375" Scott E. Evenbeck President Stella and Charles Guttman Community College 50 West 40th Street New York, NY (646) Tel (212) Fa.375" guttman.cuny.edu.5".375".375".5" Envelopes/business cards GUTTMAN COMMUNITY COLLEGE BRAND 21
24 Promotional items Variety of reproduction methods. For reproduction on a greater variety of surfaces, such as cotton, vinyl, leather or canvas, the usual printing methods are often not applicable. Alternative reproduction methods such as silkscreen, foil-stamping and embroidery require art files formatted as digital vector art. The full-color version should be used whenever possible. A blue, black and white version are also permitted. Shown are five eamples of acceptable logo positioning on promotional items. 22 GUTTMAN COMMUNITY COLLEGE BRAND Promotional items
25 Promotional items GUTTMAN COMMUNITY COLLEGE BRAND 23
26 Digital display Onscreen, video, and electronic signage. The logo will appear on video monitors and electronic signage throughout the campus. The logo should be given proper space around it in relationship to the edge of the screen. A safe distance to the edge equals at least (), or the distance between the two horizontal rules. The full-color version should be used whenever possible. Headecimal colors are given on page GUTTMAN COMMUNITY COLLEGE BRAND Digital display
27 Appendi Other resources. Current logo art and CUNY campaign graphics for print and web, as well as for individual college identity programs, are available for download at cuny.edu/id. Although we have attempted to cover the majority of identity and brand reproduction instances, this document does not cover all situations. For inquiries about situations that are not addressed by these guidelines, please Other requests for creative and design support may be made through cuny.edu/services. Office of Communications and Marketing 2014 The City University of New York
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Contents GUTTMAN COMMUNITY COLLEGE
Contents 1 Introduction 2 Brand Overview 4 Full Logo 6 Main Logo 8 Short Logo 10 Icon 12 Monarch Logo 14 Placement 16 Colors 17 Typefaces 18 Co-Branding 19 Website 20 Stationery 22 Flags & Banners 23 Digital
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