BRAND BOOK Standards and Guidelines
Dear JCC Family: As faculty, staff, and administrators at Jamestown Community College, we share the common goal of making our students successful. The interdependence we share across the college strengthens our ability to connect our students to their goals by providing challenging academic experiences in a caring environment. The demographic challenges facing the northeastern U.S. and the intensely competitive nature of today s higher education marketplace make it more important than ever that we present a clear, unified identity to the world. To that end, the marketing department requests your assistance in promoting the college s image consistently and clearly across all media and to all constituents. This Brand Book outlines the standards for using the Jayhawks athletics visual identity via print materials, web communications, and imprinted products. In addition to information regarding proper use of the college s logo, you ll find approved typography and color palette options. By applying these standards consistently in all materials produced, you help create a unified identity that is instantly recognizable by constituents everywhere. Please join me and our marketing team professionals in using this information to preserve and promote the singular identity that is Jayhawks. Sincerely, Nelson J. Garifi, Jr. Executive Director of Marketing and Academic Initiatives
TABLE OF CONTENTS INTRODUCTION 2 FILE TYPES 3 JAYHAWKS: PRIMARY LOGOS 4-11 With Rays 4 No Rays 5 White Outline 6 White & 130 7 Pantone 349 8 Black and White 9 Pantone 130 10 White/Reverse 11 JAYHAWKS: TEAM LOGOS 12 JAYHAWKS: HEAD LOGOS 13 JAYHAWKS: TYPOGRAPHIC LOGOS 14-15 Main Type Logo 14 Variation b 15 COLORS 16 FONTS 17-19 Primary Typeface 17 Complimentary Typeface 18 Supporting Typeface 19 CLOSING 20 1
INTRODUCTION THE PURPOSE OF THIS MANUAL This brand book has been created to guide and support you through the consistent use of the Jayhawks logo and variations of the logo. It is here to give you a better understanding of the logo, file types, and supporting elements. The Jayhawks logo is not a substitute for the official JCC logo. Both logos should be used together on publications and other imprinted materials. JAYHAWKS HISTORY JCC adopted the Jayhawks team name in the 1970 s. Since then, Jayhawks athletic teams have proudly worn the team colors of green and gold in regional, state, and national competition. To download the approved versions of the Jayhawks logos, visit the JCC website at www. sunyjcc.edu/brand. 2
FILE TYPES FILE TYPES Each graphic/logo in this manual can be downloaded in three different file formats: PNG, EPS, and JPG. Remember, when using any of the image formats, always insert the image into any program you are using and do not copy and paste the image into the file. To do this, you must go to file, then insert, and then navigate to the location on your computer where the file is saved. Do not try to recreate the JCC logo. It has been specially designed for use in a variety of formats. PNG FILES: PNG, or Portable Network Graphics is a lossless bitmap image format that is popular on the Web and elsewhere. PNG was largely developed to deal with some of the shortcomings of the GIF format and allows storage of images with greater color depth and other important information. The benefit of a PNG file is the ability to have a transparent background which eliminates the white block around a graphic when it is placed over a colored area. The PNG file also retains a high image quality without a large file size. Usage: Web, PowerPoint, Word docs, Publisher. EPS FILES: EPS stands for Encapsulated Post Script. EPS files are vector based and a vector image can be resized to any scale without loss in quality. This makes them ideal for company logos or other objects that have to be resized frequently. These files are mainly used by artists and graphic designers with specific equipment and software that is needed to print, view, or open EPS files. These files are necessary for printers to create high quality products. Vendors require EPS files for imprinted items. Usage: Imprinted items. JPG FILES: JPG stands for Joint Photographic Experts Group, the committee that created the file type. JPG files, also known as JPG files, are a common file format for digital photos and other digital graphics. When JPG files are saved, they use lossy compression, meaning image quality is lost as file size decreases. This file type is typically used for photographs and should not be used for graphics unless necessary. PNG files are preferred for graphics over JPG files. Usage: Emails, Web, PowerPoint, Word docs. 3
JAYHAWKS: PRIMARY LOGOS With Rays HORIZONTAL WITH RAYS The horizontal version with rays should be used when possible in a wider space, or landscape page orientation, on a white or light background. This version of the logo includes rays extending beyond the graphic to add depth and motion. VERTICAL WITH RAYS Jayhawks Logo_horizontal.png The vertical version with rays should be used when possible in a narrow space, circular space, or portrait page orientation, on a white or light background. This version of the logo includes rays extending beyond the graphic to add depth and motion. Jayhawks Logo_vertical.png 4
JAYHAWKS: PRIMARY LOGOS No Rays HORIZONTAL NO RAYS The horizontal version without rays should be used when possible in a wider space, or landscape page orientation, on a white or light background. This version of the logo does not includes the rays beyond the feathers, which may be easier for a printer to use under certain circumstances. VERTICAL NO RAYS Jayhawks Logo_horizontal_no rays.png The vertical version without rays should be used when possible in a narrow space, circular space, or portrait page orientation, on a white or light background. This version of the logo does not includes the rays beyond the feathers, which may be easier for a printer to use under certain circumstances. Jayhawks Logo_vertical_no rays.png 5
JAYHAWKS: PRIMARY LOGOS White Outline HORIZONTAL WHITE OUTLINE The horizontal version with a white outline should be used when possible in a wider space, or landscape page orientation. This version of the logo includes a white outline that allows the Jayhawks logo to be placed on any color background without affecting the appearance of image. This version of the logo is ideal for darker or patterned backgrounds. Jayhawks Logo_horizontal_white stroke.png VERTICAL WHITE OUTLINE The vertical version with a white outline should be used when possible in a narrow space, circular space, or portrait page orientation. This version of the logo includes a white outline that allows the Jayhawks logo to be placed on any color background without affecting the appearance of image. This version of the logo is ideal for darker or patterned backgrounds. Jayhawks Logo_vertical_white stroke.png 6
JAYHAWKS: PRIMARY LOGOS White & 130 HORIZONTAL WHITE & 130 The horizontal white and 130 version should be used when possible in a wider space, or landscape page orientations. This version of the logo is a two-color version of the logo. The 130 represents the Pantone 130 color swatch used for the gold. This logo is ideal for darker backgrounds and only uses two-colors for the printing process, where previous versions of the logo use three colors. Jayhawks Logo_horizontal_white&130.png VERTICAL WHITE & 130 The vertical white and 130 version should be used when possible in a narrow space, circular space, or portrait page orientation. This version of the logo is a two-color version of the logo. The 130 represents the Pantone 130 color swatch used for the gold. This logo is ideal for darker backgrounds and only uses two-colors for the printing process, where previous versions of the logo use three colors. Jayhawks Logo_vertical_white&130.png 7
JAYHAWKS: PRIMARY LOGOS Pantone 349 HORIZONTAL PANTONE 349 The horizontal Pantone 349 version should be used when possible in a wider space, or landscape page orientation. This version of the logo is a onecolor version of the logo. The 349 represents the Pantone 349 color swatch used for the green. This logo is ideal for lighter backgrounds. VERTICAL PANTONE 349 Jayhawks Logo_horizontal_349.png The vertical Pantone 349 version should be used when possible in a narrow space, circular space, or portrait page orientation. This version of the logo is a onecolor version of the logo. The 349 represents the Pantone 349 color swatch used for the green. This logo is ideal for lighter backgrounds. Jayhawks Logo_vertical_349.png 8
JAYHAWKS: PRIMARY LOGOS Black and White HORIZONTAL BLACK AND WHITE The horizontal black and white version should be used when possible in a wider space, or landscape page orientation. This version of the logo is a one-color, black ink version of the logo. This logo is ideal for lighter backgrounds, white backgrounds, or printing situations where only black and white artwork is acceptable. Jayhawks Logo_horizontal_bw.png VERTICAL BLACK AND WHITE The vertical black and white version should be used when possible in a narrow space, circular space, or portrait page orientation. This version of the logo is a one-color, black ink version of the logo. This logo is ideal for lighter backgrounds, white backgrounds, or printing situations where only black and white artwork is acceptable. Jayhawks Logo_vertical_bw.png 9
JAYHAWKS: PRIMARY LOGOS Pantone 130 HORIZONTAL PANTONE 130 The horizontal Pantone 130 version should be used when possible in a wider space, or landscape page orientation. This version of the logo is a onecolor version of the logo. The 130 represents the Pantone 130 color swatch used for the gold. This logo is ideal for darker backgrounds. VERTICAL PANTONE 130 The vertical Pantone 130 version should be used when possible in a narrow space, circular space, or portrait page orientation. Jayhawks Logo_horizontal_130.png This version of the logo is a onecolor version of the logo. The 130 represents the Pantone 130 color swatch used for the gold. This logo is ideal for darker backgrounds. Jayhawks Logo_vertical_130.png 10
JAYHAWKS: PRIMARY LOGOS White/Reverse HORIZONTAL WHITE/REVERSE The horizontal white/reverse version should be used when possible in a wider space, or landscape page orientations. This version of the logo is a white, also referred to as reverse, version of the logo. This logo is ideal for darker backgrounds. VERTICAL WHITE/REVERSE The vertical white/reverse version should be used when possible in a narrow space, circular space, or portrait page orientation. Jayhawks Logo_horizontal_white.png This version of the logo is a white, also referred to as reverse, version of the logo. This logo is ideal for darker backgrounds. Jayhawks Logo_vertical_white.png 11
JAYHAWKS: TEAM LOGOS TEAM LOGOS To the right are the different team versions of the logo. Each of the Jayhawks team logos is available in the same variations as the primary Jayhawks logo. Jayhawks Logo_athletic dep.png Jayhawks Logo_men s basketball.png Jayhawks Logo_women s basketball.png Jayhawks Logo_athletic train.png Jayhawks Logo_men s soccer.png Jayhawks Logo_women s soccer.png Jayhawks Logo_baseball.png Jayhawks Logo_swim & dive.png Jayhawks Logo_wrestling.png Jayhawks Logo_golf.png Jayhawks Logo_volleyball.png 12
HEAD LOGO ON A LIGHT BACKGROUND The head icon can be used alone when appropriate. The variations to the right should be used on a light background. Jayhawks Logo_head.png Jayhawks Logo_head_no rays.png Jayhawks Logo_head_349.png Jayhawks Logo_head_bw.png HEAD LOGO ON A DARK BACKGROUND The head icon can be used alone when appropriate. The variations to the right should be used on a dark background. Jayhawks Logo_head_white stroke.png Jayhawks Logo_head_white&130.png Jayhawks Logo_head_130.png Jayhawks Logo_head_white.png 13
Main Typographic Logo MAIN TYPOGRAPHIC LOGO ON A LIGHT BACKGROUND In addition to the primary Jayhawks logo and the head logo, these typographic logo variations provide a wide choice for all materials representing the college. Jayhawks Logo_type.png These variations should be used on a light background. Jayhawks Logo_type_349.png Jayhawks Logo_type_bw.png MAIN TYPOGRAPHIC LOGO ON A DARK BACKGROUND This version of the typographic logo includes the white outline so that the graphic can be used on a darker background. Jayhawks Logo_type_white stroke.png 14
JAYHAWKS: TYPOGRAPHIC LOGOS Variation b VARIATION B TYPOGRAPHIC LOGO ON A LIGHT BACKGROUND This is a additional variation of the typographic logo to be used on a light background. Jayhawks Logo_type b_349.png Jayhawks Logo_type b_bw.png VARIATION B TYPOGRAPHIC LOGO ON A DARK BACKGROUND This is a additional variation of the typographic logo to be used on a dark background. Jayhawks Logo_type b_130.png Jayhawks Logo_type b_white.png 15
COLORS PRIMARY PALETTE PRIMARY PALETTE Color is one of the most important elements of the Jayhawks identity system. The primary color palette consists of green and gold. SUPPORTING PALETTE Keep it simple when choosing additional colors, fabrics, or paints. Stick to black and white as supporting colors. PANTONE 349 CMYK: 94/11/84/43 RGB: 0/105/60 HEX: 00693c PANTONE 130 CMYK: 0/30/100/0 RGB: 255/179/0 HEX: f0ab00 SUPPORTING PALETTE BLACK CMYK: 0/0/0/100 RGB: 0/0/0 HEX: 000000 WHITE CMYK: 0/30/100/0 RGB: 255/255/255 HEX: ffffff 16
FONTS Primary Typeface GOUDY OLD STYLE Goudy Old Style is the primary typeface and should be used whenever possible. Suitable for both text and display applications, Goudy Old Style is a graceful, balanced design with a few eccentricities. Goudy Old Style is considered to be among the most legible and readable serif typefaces for use in print applications, which makes this a great choice for letters and long bodies of type. Goudy Old Style Roman Goudy Old Style Italic Goudy Old Style Bold Goudy Old Style Bold Italic Body copy can be set at 9 to 14 point, but 9 point is standard for long form copy. Headlines or headings should be at least 2 points larger than body copy. TIMES NEW ROMAN Times New Roman Regular Times New Roman Bold Goudy Old Style is the preferred primary typeface and should be used whenever possible. If for some reason you are not able to access Goudy Old Style, the substitute typeface, Times New Roman, should be used. Similar to Goudy Old Style, it has many classical characteristics but also offers excellent legibility as well as a crisp and clean appearance. Times New Roman Italic Times New Roman Bold Italic Do not use both of these fonts in the same document. Choose one or the other as your primary typeface. All of the selected fonts are system font, and should be readily available on your computer. 17
FONTS Complimentary Typeface TREBUCHET MS Trebuchet MS distinguishes itself from other common sans-serif typefaces. This font is great for headlines and making content stand out. A bold headline or a title with a captivating font is the first step to winning the communication battle. Trebuchet should be used for display titles, headlines, and so on as a complimentary typeface that supports the primary typeface. Trebuchet MS Regular Trebuchet MS Italic Trebuchet MS Bold Trebuchet MS Bold Italic ARIAL Trebuchet MS is the preferred complimentary typeface and should be used whenever possible. If for some reason you are not able to access Trebuchet, the substitute typeface, Arial, should be used. Arial is an extremely versatile typeface which can be used with equal success for presentations, magazines etc, and for display use in newspapers, advertising and promotions. Arial Regular Arial Italic Arial Bold Arial Bold Italic Note: Arial can be used in long-form bodies of text for a more modern feel. Arial is preferred over Trebuchet only under this circumstance. Do not use both of these fonts in the same document. Choose one or the other as your primary typeface. All of the selected fonts are system font, and should be readily available on your computer. 18
FONTS Supporting Typeface GILL SANS MT Gill Sans offers a contemporary feel with versatile function. Gill Sans has a wide variety of weights and styles and is a great choice for supporting type, standout type, notes, etc. This font can be used in addition to a primary and complimentary typeface, but should only be used for titles, heading, subheads, photo captions, etc. Gill Sans MT Regular Gill Sans MT Bold Gill Sans MT Condensed Regular Gill Sans MT Italic Gill Sans MT Bold Italic Gill Sans Mt Ext Condensed Bold All of the selected fonts are system font, and should be readily available on your computer. 19
Leading the way. A great guide doesn t just show you the way. It gives you the power to lead. Now you have the standards needed to be a part of building the JCC brand. By the time you ve reached this point, you ve probably realized that a brand isn t a logo or a photograph or a color. It s all of these things and you. You ve always made JCC stand out. And now you ll bring us together. For additional information call contact the JCC marketing department. To download the Jayhawks logos mentioned throughout this guide, visit the JCC website at www. sunyjcc.edu/brand. Just like any valuable resource, this guide will be continually updated to reflect the latest standards and guides, so check the internet before beginning new projects.