Graphic Identity Guidelines
August 2007
Table of Contents
2
2
Table of Contents
3
Introduction
4
How to Use this Manual
5
Elements of Identity System
6
The Logo Mark
7
The Logo Type
8
The Signature
9
Size Requirements
10
Color
11
Color Reproduction Options
12
Unacceptable Color Treatments of the Signature
13
Unacceptable Signature Treatments
14
The Official Seal
15
Typography
16
Primary Typeface
17
Secondary Typeface
18
Other Applications
19
Advertising
20
Vehicle Decals
21
Merchandising
Lehman College Graphic Identity Guidelines
3
In 2006, Lehman College began an intensive review of its branding and graphic
identity. That review has led to a new visual identity and usage guidelines.
The new identity is derived from the rich historic context evident in the grand,
early 20th-century architecture dominating the Lehman campus. The core of the logo
mark is a dramatically simplified façade of the central and most recognizable building
on campus—the Music Building. The logo mark’s overall shape is a heraldic shield
rendered in modern, “open” style. This particular shield shape is taken from one of
many such shapes found in Lehman’s architecture. The shield’s bottom (the ground)
expresses the stability of the institution, while its top (the arch) symbolizes the value of
an education that reaches out to all people. In its primary, positive form the windows
and doors in the center of the logo mark’s façade are aglow with light. It symbolizes
“inviting” spaces teeming with academic life.
It is the task of the Lehman College staff to bring this new identity system to life and
to maintain its integrity by applying it consistently throughout all communications.
How to use this manual
4
This manual has been prepared to ensure the success of our
Supplemental art and support graphic files are provided
visual identity through consistency of use. Please use and
to the Lehman community for downloading on department
adhere to the Graphic Identity Guidelines.
computers.
This Graphic Identity Guidelines manual contains approved
Signature and logo mark files are available for download
standard graphic elements of the Lehman College identity
inTIFF and JPEG formats.
system. The guidelines presented here are fundamental yet
flexible enough to allow for individual expression. The Lehman
College signature is a registered trademark. This trademark
cannot be used without permission.
This Graphic Identity Guidelines manual takes the form of
an Adobe Acrobat 5.0 PDF file format for viewing on Mac or
Windows PC platforms. In addition, the complete file or its
individual pages can be printed on 8.5” x 11” (vertical) paper,
preferably with a color printer.
The Lehman College signature is provided as line art. All
other components of the graphic identity system require
fonts specified in the “Typography” section of this manual for
display and printing.
For further information regarding the Lehman College identity
standards or to receive digital files of the Lehman signature
for for specific projects, publications, or websites, please
contact:
Lehman College
Office of Media Relations and Publications
250 Bedford Park Blvd West
Bronx, NY 10488
718-960-8082 (publication use)
718-960-8745 (website use)
[email protected]
Typefaces used in the new Graphic applications are ITC
Giovanni and Akzidenz Grotesk. Samples of these typefaces
appear on pages 16 and 17.
Lehman College Graphic Identity Guidelines
5
Elements of Identity System
2.1
6
The Logo Mark
2.2
7
The Logo Type
2.3
8
The Signature
Signatures
2.4
9
The Signatures with Departmental Designation
Size
2.5
10
Minimum Clear Space Requirements
Color
2.6
11
Size Requirements
Color
Reproduction Options
2.7
12
Color
Unacceptable
Color Treatments of the Signature
2.8
13
Color Reproduction
Unacceptable
Signature
Options
Treatments
2.9
14
Unacceptable
The
Official Seal
Signature Treatments
The Logo Mark
6
The only acceptable logo mark is pictured on this page. It may not be
reconstructed or altered in any way. It must be reproduced from
reproduction-quality art or from high-resolution digital files. Refer to
page 9 for minimum size requirements. Contact Media Relations
for guidelines on the use of the logo mark in special situations.
The Lehman College logo mark has been designed to function as part
of a flexible and cohesive visual system. Each complete version of the
logo mark (the shield symbol) combined with the logo type (the uniquely
typeset college name) will be referred to as a signature. Various
signature configurations and color options allow the designer maximum
flexibility for optimal communication goals.
When using the logo mark by itself, the Lehman College name must
appear somewhere within the same product or communication piece.
Lehman College Graphic Identity Guidelines
The Logo Type
7
The Lehman College logotype is set in the Bailey Sans font, all caps.
This font is not used anywhere else in the Lehman College identity
system. This unique aspect of the logo type, together with the logo
mark, gives the Lehman signature a distinctive, proprietary character.
The logo type should generally be used with the logo mark as part of the
signature. It should be used alone judiciously.
The only acceptable logo type is pictured on this page. It may not
be reconstructed or altered in any way. It must be reproduced from
reproduction-quality art or from high-resolution digital files.
Never crop any part of the signature. Never re-create, change letter
spacing, word spacing, or leading.
The center-aligned logotype shown here should be used only in
cases where there is a strong center alignment of other contextual
communication elements.
Left-aligned Logo Type
Centered Logo Type
Lehman College Graphic Identity Guidelines
The Signature
8
The two signatures below are for use in College-wide applications.
The left-aligned signature should be used for the majority of applications.
It is a preferred choice for the asymmetric layouts of communication
elements.
The centered signature is useful in tighter and more symmetrical spaces
with strong center alignment of contextual elements.
Signatures may never be re-created or re-drawn. Always use the approved
electronic art, available through the Office of Media Relations and
Publications.
All signature files, for Mac and PC, are available upon request.
These files include JPG, TIFF, and EPS formats when necessary. In
addition, PNG files and centered signature files are available upon
request.
Signature
Logo mark
Logo type
Left-aligned Signature
(preferred)
Centered Signature
Lehman College Graphic Identity Guidelines
Size Requirements
9
The minimum size specifications shown below have been established
to ensure the legibility of identity components.
The signatures for Business Card and Letterhead shown here are for
general information only.
3 1/2 picas minimum
Minimum Size of the Logo Type
DIVISION OF NATURAL AND
SOCIAL SCIENCES
Minimum Size of the Signature
and of the Logo Mark
2 1/4 picas
minimum
DIVISION OF NATURAL AND
SOCIAL SCIENCES
Minimum Size of the Signature
with Departmental Name
2 1/4 picas
minimum
DIVISION OF NATURAL AND
SOCIAL SCIENCES
Size of the Signature
for Business Card
Size of the Signature
for Letterhead
Lehman College Graphic Identity Guidelines
Color
10
The primary color palette (PMS 287 and PMS 377) must be followed
when using the Lehman College signature in full color.
Coloration of the Lehman College Signature
To ensure versatility and to facilitate creativity, the Suggested
Complementary Colors comprise bold, highly color-saturated hues
as well as softer, muted hues. Within the muted hues, the entire PMS
Warm Gray range is applicable. Additional colors are allowed and
their choice should be driven by media, photography and marketing
needs. Note that at the time of creation of these Guidelines the CMYK
equivalents of the complementary colors were not tested on press
and they may be subject to adjustment in the future.
Use CUNY identity colors only when necessary. Preferable color
treatment of the “Lehman is CUNY” affiliation logo is Black or White.
Primary Color Palette
Solid
Process
Hexadecimal
Other Comments
Blue C 100
R 13
PMS® 287
M 80
G 32
Y 10
B 126
K 0
0d207e
Blue is Lehman College’s primary color.
Green PMS® 377
65a326
C
M
Y
K
RGB
62
R 101 11
G 163 96
B 38 0
We recommend use of clear varnish or aqueous
protective overcoat when printing large areas of
solid ink coverage. Color intensity will change
slightly with overcoat.
Green is always treated as a secondary color.
It is a strong enough color to print in type only and
can be reversed out of or overprinted with black.
Suggested Complementary Colors
Saturated Hues
PMS ® 7408
PMS ® 144
PMS ® 1795
PMS ® 683
PMS ® 569
PMS ® 4695
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
0
25
95
0
0
48
100
0
0
48
100
0
11
100
0
43
98
0
57
17
0
81
100
77
R: 248
G: 152
B: 29
R: 238
G: 52
B: 36
R: 139
G: 0
B: 90
R: 0
G: 146
B: 126
R: 91
G: 20
B: 0
PMS ® WG1
PMS® WG11
PMS ® 7407
PMS ® 7459
PMS ® 668
PMS ® 702
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
C:
M:
Y:
K:
R: 255
G: 194
B: 34
Muted Hues
0
2
3
6
R: 239
G: 233
B: 229
0
17
34
62
R: 124
G: 106
B: 85
0
22
85
11
R: 229
G: 181
B: 58
57
0
6
13
R: 80
G: 179
B: 207
65
64
0
30
R: 81
G: 78
B: 134
65
64
0
30
R: 229
G: 109
B: 123
Applicable CUNY Colors
PMS ® 390
PMS ® 716
PMS ® 292
Lehman College Graphic Identity Guidelines
Color Reproduction Options
11
The only acceptable coloration options of the identity components are
shown here.
The Black signature may be placed on any color background as long as
there is enough contrast maintained for legibility.
The full-color, Lehman Blue, or Black signatures may be placed
on a very light color background. Make sure to retain the minimum
value contrast as shown here, and make sure the background color
harmonizes well with the Lehman Identity colors.
The White signature may be reversed out of any color background as
long as there is enough contrast maintained for legibility.
The Lehman Green signature can only be placed on a white or black
background with one exception: when printing on coated papers, the
Lehman Green signature may also be placed on the Lehman Blue
background.
Lehman identity components may be reproduced over photographs
in positive or reversed formats. The area of the photo chosen must be
relatively simple and it must provide sufficient contrast for legibility.
In digital media, a subtle, small drop shadow may be added to the
approved single-color signature.
Full-color signature
Full-color signature on very light color background (PMS Warm Gray1)
Lehman Blue signature
Lehman Blue signature on very light color background (20% PMS 7407)
Lehman Green signature
Lehman Green signature on Black background
Black signature
White signature reversed out of color background (PMS 144)
Lehman Blue signature with a drop shadow
White signature with a drop shadow
Lehman College Graphic Identity Guidelines
Unacceptable Color Treatments of the Signature
The examples below show the Lehman College identity in color
configurations, treatments, and manipulations that are unacceptable.
This list is not exhaustive. In general, the rules below apply not only
to the signature, but also to the single logo mark and the single logo
type as well.
12
Do not place the full-color signature on a color background
Do not change the color designation of the signature components.
Do not place the reversed-out signature on a light or white background.
Do not change the colors of the signature components.
Do not place the Lehman Blue or Black signature on the dark color
background.
Do not screen the colors of the signature.
Do not place the signature in any coloration over a heavily patterned
background.
Do not outline the signature.
Do not place the signature in any coloration over parts of photographic
images that are rich in detail and the extreme contrast of light and dark.
Lehman College Graphic Identity Guidelines
Unacceptable Signature Treatments
13
The examples below show the Lehman College identity in configurations,
treatments, and manipulations that are unacceptable. This list is not
exhaustive. In general, the rules below apply not only to the signature, but
also to the single logo mark and the single logo type as well.
Do not distort the signature
Do not crop any part of the signature.
Do not tilt the signature in any direction
Do not reconfigure the elements of the signature into
Do not re-type or substitute the typeface of the logo type.
a different composition.
Lehman
College
Do not surround or enclose the signature with competing shapes.
Do not use the Web version of the signature for print applications.
Lehman College Graphic Identity Guidelines
The Official Seal
14
Use of the Lehman College seal is limited to official administration
offices, such as the Office of the President and official College
documents, such as diplomas and certificates, at the discretion of the
College president. The artwork shall not be used for other College
applications.
Contact the Office of Media Relations and Publications to inquire if your
use for the seal may be applicable.
The College Seal should never be substituted for the Lehman
College Logo Mark or Signature.
Lehman College Graphic Identity Guidelines
15
Elements of Identity System
Typography
2.1
16
The Logo
Primary
Typeface
Mark
2.2
17
The Logo Typeface
Alternate
Type
2.3
The Signatures
2.4
The Signatures with Departmental Designation
2.5
Minimum Clear Space Requirements
2.6
Size Requirements
2.7
Color
2.8
Color Reproduction Options
2.9
Unacceptable Signature Treatments
Primary Typeface
The following type families are selected for use throughout Lehman
College. Use of these typefaces will help develop a consistent
branding and look to diverse Lehman College publications and
promotions.
For additional information on type, contact the Media Relations Office.
To purchase typefaces or type families used by Lehman College, contact
Information Technology Resources.
16
Giovanni Font Family
This font was chosen as the primary font for administrative usage. It
should be used whenever there is a close proximity of copy and Lehman
signature or logo type, i.e., in address blocks on the stationery system
and in departmental names when the names are part of the signature.
Giovanni Book is a versatile, elegant, classic font, good for long lines
of copy as well as for large single words, banner headlines, taglines,
and mastheads.
We do not recommend using the bolder range of this typeface except
in running text for the word or phrase emphasis.
Giovanni Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Giovanni Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Giovanni Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Giovanni Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Lehman College Graphic Identity Guidelines
Secondary Typeface
17
Akzidenz Grotesk Font Family
This typeface was chosen as a secondary font for College-wide
applications when the sans-serif font qualities are demanded. In
general, sans-serif fonts are best suited for headlines, subheads, and
short lines of copy. They are a quickly read, simple form that imbues
communications with a modern look. These qualities make Akzidenz
Grotesk a very good choice for marketing materials and advertising.
Akzidenz Grotesk comprises a very broad range of variations, only
some of which are shown below.
Akzidenz Grotesk Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Light Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Medium Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Medium Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Extra Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Akzidenz Grotesk Super
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Lehman College Graphic Identity Guidelines
18
Other Applications
19
Advertising
20
Vehicle Decals
21
Merchandising
Lehman College Graphic Identity Guidelines
Advertising
19
This page is for Lehman staff whose responsibilities are concerned with
producing marketing materials.
The sample ads below show the use of the Lehman identity elements
in a variety of ad formats. In ads, always use the Lehman College
signature as the primary identification. Note that the clear space
requirements are sometimes relaxed to accommodate a particular
format. In the horizontal ad shown here, the vertical clear space is
tighter because the extra horizontal clear space compensates for it.
Horizontal Ad
In addition to primary and secondary fonts used in headlines, an
additional font can be used, if it is a part of a larger, targeted branding
effort with limited time span (horizontal ad example).
The Akzidenz Grotesk is the most practical font for ad copy, and where
it is reversed out of a color background or image it must be used to
ensure legibility.
Use the CUNY logo to indicate CUNY affiliation.
Full-page Ad or Mall Ad
One-column Vertical Ad
Lorem esipsum
Lorem ipsum
dolores at
conumbioum.
Lorem ipsum etta dolores at conumbioum. Chirographi
infeliciter deciperet saburre, iam vix saetosus agricolae
divinus iocari Medusa, semper perspicax apparatus bellis
miscere fiducias. Syrtes insectat parsimonia apparatus
bellis. Rures incredibiliter lucide senesceret bellus
agricolae. Rures adquireret aegre pretosius syrtes, etiam
umbraculi libere agnascor ossifragi, quamquam umbraculi
pessimus neglegenter corrumperet.
Perspicax ossifragi iocari umbraculi. Satis fragilis quadrupei
insectat zothecas. Incredibiliter gulosus syrtes.
CUNY HONORS COLLEGE
250 Bedford Park Blvd West, Bronx, NY 10468
www.lehman.cuny.edu
Lehman College Graphic Identity Guidelines
Vehicle Decals
20
This page is for Lehman staff whose responsibilities are concerned
with producing vehicle decals.
The samples below show typical placements of the Lehman signature
on vehicles. Use the full-color signature only on a white vehicle, white
signature on dark color finish, and black or blue signature on medium to
light color surface.
Apply the signature with departmental name, if needed.
Vehicle application
Lehman College Graphic Identity Guidelines
Merchandising
21
All College-branded merchandise shall conform to the use of the
Lehman College signature shown in this manual.
Mug
The samples below show typical placements of the Lehman signature
on a variety of merchandise. Use the full-color signature only on white
surface. The three signature/surface color combinations for t-shirts
shown here may be applied to other merchandise as well.
The signature with departmental name may be applied to t-shirts and
mugs, but not on merchandise with limited clear surface area, like hats
and pens.
repeat design on the
other side of the mug
Hat
T-shirts
Pens
white t-shirt
black and blue t-shirt options
Lehman College Graphic Identity Guidelines