IDENTITY GUIDE 2012 Elizabethtown College. All rights reserved. 1
TABLE OF CONTENTS Introduction... 3 Why Do We Need An Identity Guide?... 3 How Should You Use This Guide?... 3 The Logo Family... 4 Marks... 4 The Blue Jay Mark... 4 The EC Mark... 5 The Labeled EC Mark... 5 The E Mark... 6 Wordmarks... 7 The Elizabethtown Wordmark... 7 The Labeled Elizabethtown Wordmark... 7 The E-town Wordmark... 7 The Labeled E-town Wordmark... 8 The Blue Jay Mark with Elizabethtown Wordmark... 8 The Labeled Blue Jay Mark with Elizabethtown Wordmark... 8 The Blue Jay Mark with Elizabethtown Wordmark Centered... 8 The Labeled Blue Jay Mark with Elizabethtown Wordmark Centered 9 The Blue Jay Mark with E-town Wordmark... 9 The Labeled Blue Jay Mark with E-town Wordmark... 9 The Blue Jay Mark with E-town Wordmark Centered... 10 The Labeled Blue Jay Mark with E-town Wordmark Centered... 19 The Blue Jays Wordmark... 11 The Labeled Blue Jays Wordmark... 11 The Blue Jay Mark with Blue Jays Wordmark... 11 The Labeled Blue Jay Mark with Blue Jays Wordmark... 12 The Blue Jay Mark with Blue Jays Wordmark Centered... 12 The Labeled Blue Jay Mark with Blue Jays Wordmark Centered... 12 Athletics Uniform Numbers... 13 Area of Isolation... 13 Using the Marks and Wordmarks on Dark Backgrounds... 14 The Color Palette... 15 Color Matching... 15 Guidelines for Uniforms and Apparel... 16 Official Fonts... 16 Licensing... 17 Trademark... 17 Approval Process... 17 Obtaining Artwork... 17 FOR MORE INFORMATION Contact Matt Heffelfinger, Director of Athletic Communications, at: 717-361-1311 (Phone) heffelfingerm@etown.edu (Email) 2
INTRODUCTION In order to standardize and create uniformity for the Elizabethtown College Department of Athletics a visual identity program has been developed. This guide, which details the marks and wordmarks, is the result of extensive research, and will be effective immediately. The goal is to create a uniform and distinctive brand for all of the programs of the Elizabethtown College Department of Athletics. WHY DO WE NEED AN IDENTITY GUIDE? In a market where competition for excellent student athletes is fierce, it is important for Elizabethtown College to maintain a distinctive identity for its athletics program. All official marks and wordmarks are vital instruments in the maintenance of Elizabethtown College s image as one of the top small private colleges in the North. Consequently, it is of vital importance that guidelines be enacted to protect the College s identity. By using these marks and wordmarks uniformly, the Department of Athletics will be easily identifiable in the intercollegiate realms of competition, higher education marketplace and our community. Provided to ensure the consistent usage of all athletics visual elements, this guide is intended to act as a reference tool and resource. HOW SHOULD YOU USE THIS GUIDE? This guide should be used as a tool for coaches and staff to consistently reproduce the visual identity of the Elizabethtown College Department of Athletics. It would be impossible for this guide to address every situation that arises. Should you have any questions regarding the use of the marks or wordmarks, please contact the College s Director of Athletic Communications. This guide and the specifications within should be referenced and adhered to by anyone who intending to use an Elizabethtown College Department of Athletics identity mark: all teams, institutions, athletic conferences and divisions, offices, faculty, staff, students, alumni, businesses, nonprofit organizations, printers and outside vendors. It is essential that all individuals who intend to use the Elizabethtown College Department of Athletics marks and wordmarks in any way clearly and consistently adhere to the guidelines set forth in this Identity Guide. Approval of any usage of the athletics marks or wordmarks must be obtained by the Director of Athletic Communications. By using any of these elements in any way, you are committing to uphold the ideals outlined in this guide. 3
THE LOGO FAMILY The marks and workmarks are uniquely designed and must be maintained. When reproducing these images, the use of electronic files supplied by the College is required. Usage Guidelines: These marks may not be modified in any way. No two marks are permitted to appear on the same face. Mark size may be increased or decreased, but the proportions may not be altered. Color patterns of the marks and/or wordmarks may not be altered. Additional artwork or text may not be incorporated into the logos. NOTE: When a logo is placed on a dark background the TM must change to white. Please ask for this specific mark when requesting a logo. MARKS THE BLUE JAY MARK The Blue Jay Mark is the preferred non-letter mark of Elizabethtown College Athletics and should be used in most cases. No labeled versions of the Blue Jay Mark have been created or are authorized for use. 4
THE EC MARK The EC Mark is the preferred letter mark of Elizabethtown College Athletics and should be used in most cases. THE LABELED EC MARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) 5
THE E MARK The E Mark is an alternate letter mark and can be used only in cases with limited available space and upon approval of the Director of Athletic Communications. No labeled versions of the E Mark have been created or are authorized for use. 6
WORDMARKS THE ELIZABETHTOWN WORDMARK THE LABELED ELIZABETHTOWN WORDMARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE E-TOWN WORDMARK 7
THE LABELED E-TOWN WORDMARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE BLUE JAY MARK WITH ELIZABETHTOWN WORDMARK THE LABELED BLUE JAY MARK WITH ELIZABETHTOWN WORDMARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE BLUE JAY MARK WITH ELIZABETHTOWN WORDMARK CENTERED 8
THE LABELED BLUE JAY MARK WITH ELIZABETHTOWN WORDMARK CENTERED AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE BLUE JAY MARK WITH E-TOWN WORDMARK THE LABELED BLUE JAY MARK WITH E-TOWN WORDMARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) 9
THE BLUE JAY MARK WITH E-TOWN WORDMARK CENTERED THE BLUE JAY MARK WITH E-TOWN WORDMARK CENTERED AND LABELED AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) 10
THE BLUE JAYS WORDMARK THE LABELED BLUE JAYS WORDMARK (RIGHT JUSTIFIED & CENTERED) AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE BLUE JAY MARK WITH BLUE JAYS WORDMARK 11
THE LABELED BLUE JAY MARK WITH BLUE JAYS WORDMARK AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) THE BLUE JAY MARK WITH BLUE JAYS WORDMARK CENTERED THE LABELED BLUE JAY MARK WITH BLUE JAYS WORDMARK CENTERED AVAILABLE FOR ALL SPORTS (/BLACK & WHITE) 12
ATHLETICS UNIFORM NUMBERS A set of numbers using B-52 Italic font has been designed for usage by Elizabethtown College Athletics. An alternate font may be used if the use of the B-52 Italic font proves to be cost prohibitive. AREA OF ISOLATION To maintain the integrity of the Elizabethtown College Athletics identity, a margin of not less than must be kept clear of the nearest graphic or type on print. No two Elizabethtown College Athletics marks or wordmarks may appear on the same face on apparel or print. 13
USING THE MARKS AND WORDMARKS ON DARK BACKGROUNDS All of the marks and wordmarks outlined in this Identity Guide are permitted to be used on dark backgrounds. A representative, but not all-inclusive, sample of variations is illustrated below. NOTE: When a mark or wordmark is placed on a dark background, all sports-specific labels and TM trademark symbols must change to white. 14
THE PALETTE Color is an integral part of the Elizabethtown College Athletics identity. To maintain color consistency, only use the shades of ink specified below. Due to limitations of stock orders it is important that you use a color as close to those listed below as possible. MATCHING The official Elizabethtown College Athletics program color scheme uses Pantone Matching System (PMS) colors and is: Primary Color: E-town Royal Blue PMS 2945 C CMYK: 100/68/0/15 Secondary Color: E-town Gray PMS Cool Gray 3 C CMYK: 0/0/0/17 Accent Colors: Black and White PMS Black CMYK: 0/0/0/100 PMS White CMYK: 0/0/0/0 Red, Green and Blue (RGB) color conversions will vary and should be adjusted to closely resemble the official PMS color renderings. NOTE: Understanding that exact color matching for products is expensive, it is permissible for stock versions of the color scheme to be used for apparel, equipment, labeling and signage. See Approval Process section for procedures. PANTONE MATCHING SYSTEM and PMS are registered trademarks of Pantone, Inc. 15
GUIDELINES FOR UNIFORMS AND APPAREL The official Elizabethtown College Athletics program color scheme for uniforms is: Uniform and apparel tops may be in royal blue, gray or white only. NOTE: Athletic programs currently utilizing uniforms and apparel purchased prior to the adoption of this color palette may order black apparel tops until their next uniform purchase cycle, at which point they must conform all orders to these standards. Uniform and apparel bottoms may be in royal blue, gray, white or black. Uniform and apparel accent pieces, such as socks, hats, bags, etc, may be in royal blue, gray, white or black. OFFICIAL FONTS Elizabethtown uses a custom font for the Elizabethtown and Blue Jays wordmarks. For all sport specific or other departmental signage uses, the B-52 Italic font will be used. For all departmental letter correspondence, the Times New Roman font will be used. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz `~!@#$%^&*()_-+={}[] \:; <>,.?/* `~!@#$%^&*()_-+={}[] \:; <>,.?/* 0123456789 0123456789 16
LICENSING TRADEMARK A trademark includes any word, name, symbol, or device, or any combination, used, or intended to be used, in commerce to identify and distinguish the goods of one manufacturer or seller from goods manufactured or sold by others, and to indicate the source of the goods. In short, a trademark is a brand name. The TM should be used with the marks and wordmarks in this guide on athletics attire, apparel of any kind, promotional items, etc. APPROVAL PROCESS Any use of the Elizabethtown College Athletics identity elements must be approved and documented in writing, in the context in which they will be used, by the Director of Athletic Communications. By doing so, it reinforces the College s commitment to approve expenditures as they relate to athletics apparel, uniforms, etc. If approval is not documented in writing, the College reserves the right to deny both payment and approval of the wearing of uniforms, warmups, etc., in which case it will be the responsibility of the coach/team to cover the cost. As is customary, all purchase orders must be approved by the Director of Athletics. OBTAINING ARTWORK Primary marks and wordmarks are available for download in.eps,.ai,.jpeg and.png formats on the Athletic Communications page of the athletics website (http://bit.ly/qjk8bk). If you need electronic files of sport-specific logos, please contact the Director of Athletic Communications. Rev0912 17