Logo Guidelines
UAMS Brand Guidelines |
1
Table of Contents
Introduction............................................................................................................................................................................................2
Master Logo ............................................................................................................................................................................................3
Clear Space and Minimum Size ............................................................................................................... 4
Color Variations ..................................................................................................................................................................5
Master Logo — Tagline Application ................................................................................................................6
Clear Space and Minimum Size ................................................................................................................ 7
Color Variations ................................................................................................................................................................. 8
Master Logo — Academic Application ..................................................................................................... 9
Clear Space and Minimum Size .............................................................................................................. 10
Color Variations ................................................................................................................................................................. 11
Institute Naming Hierarchy ........................................................................................................................................ 12
Clinical Naming Hierarchy ............................................................................................................................................ 14
Academic Naming Hierarchy .................................................................................................................................. 16
Incorrect Logo Usage .......................................................................................................................................................... 18
UAMS Brand Guidelines | Table of Contents
1
Introduction
At UAMS, we’ve carefully created a brand identity that represents who
we are as an organization. When it appears on brochures, signs or
other communication, it is the signature that represents UAMS and our
endorsement of the service, event, person, activity or sponsorship. In order
to maintain a strong brand, it’s important to protect how the brand identity
is used. This continuous reinforcement will enable us to build brand equity
over time and ensure that our brand remains strong in the hearts and
minds of our employees and the people we serve.
This guide is an essential tool that demonstrates how to apply our brand
identity consistently throughout all communications. It will outline the core
elements that make up our identity and provide instructions for their use.
Please refer to this guide when developing any internal or external
communication and contact the UAMS Office of Communications
& Marketing.
UAMS Brand Guidelines | Introduction
2
Master Logo
The most important element of our brand standards
MASTER LOGO
is the consistent use of the UAMS logo. It’s used
within all applications to present a unified UAMS
and add value to all entities within the brand. The
master logo also helps identify all of our service
lines, departments and institutes. The consistent
and deliberate application of the UAMS logo will
increase recognition and reinforce it as a symbol of
quality health care. The master logo should never be
modified or redrawn in any way.
The UAMS master logo has various applications (with
and without the University of Arkansas for Medical
Sciences qualifier, with and without the tagline) and
the following pages outline when each should be
used. Regardless of the application, the master logo
should always be used in all forms of communication
including advertising, stationery, business cards,
flyers, collateral, posters, PowerPoints and banners.
Examples are on the following pages.
UAMS Brand Guidelines | Master Logo
3
Master Logo
Clear Space
CLEAR SPACE
Clear space frames and protects the logo from
conflicting imagery, graphics and the outside edge
of printed materials. Maintaining a minimum amount
of clear space at all times ensures prominence and
legibility. Minimum clear space is measured by the
red dot of the letter A. When possible, allow more
®
than the minimum amount of clear space.
Minimum Size
To ensure the logo is always legible, we have
developed requirements for the minimum size at
2.5 dots = Minimum clear space
which it may be used for both print and on-screen
applications. For legibility reasons, do not reproduce
1.5 inch
1 inch
our logo smaller than its minimum size.
.5 inch
MINIMUM SIZE
®
®
1 inch
®
University of Arkansas for Medical Sciences
®
University of Arkansas for Medical Sciences
®
For a Better State of Health
®
University of Arkansas for Medical Sciences
®
For a Better State of Health
.75 inch
UAMS Brand Guidelines | Master Logo — Clear Space & Minimum Size
®
For a Better State of Health
®
University of Arkansas for Medical Sciences
4
Master Logo
Color Variations
TWO-COLOR (PREFERRED)
ONE-COLOR — BLACK
REVERSE WITH CARDINAL DOT
ONE-COLOR — CARDINAL
We have established a set number of color variations
for the logo. These are the only approved color
combinations. To ensure brand consistency,
never reproduce the logo in any other colors. The
preferred version of our logo is the two-color
version. Use it whenever possible. The one-color
variations should only be used for one- or two-color
printing treatments. To ensure optimum clarity
and readability, there should be adequate contrast
between the selected color variation and the
background. Avoid placing any logo variation over
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
complex and/or cluttered background images.
REVERSE (ON CARDINAL)
f of
Arkansas
forfor
Medical
Sciences
Arkansas
Medical
Sciences
University
of of
Arkansas
forfor
Medical
Sciences
University
Arkansas
Medical
Sciences
University
of of
Arkansas
forfor
Medical
Sciences
University
Arkansas
Medical
Sciences
ForFor
a Better
State
of Health
a Better
State
of Health
rsity of Arkansas for Medical Sciences
etter State
Better
StateofofHealth
Health
University of Arkansas for Medical Sciences
For
Fora aBetter
BetterState
StateofofHealth
Health
UAMS Brand Guidelines | Master Logo — Color Variations
University of Arkansas for Medical Sciences
For
Fora aBetter
BetterState
StateofofHealth
Health
REVERSE (ON BLACK)
University
of of
Arkansas
forfor
Medical
Sciences
University
Arkansas
Medical
Sciences
ForFor
a Better
State
of Health
a Better
State
of Health
University of Arkansas for Medical Sciences
For
Fora aBetter
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StateofofHealth
Health
5
Master Logo —
Tagline Application
LOGO WITH TAGLINE
This is the official lock-up of the master logo with
the tagline.
The tagline lock-up is appropriate for various
advertising, marketing and promotional materials
Logo
(external, internal, print and digital communications).
The tagline lock-up should never be modified
or redrawn in any way.
UAMS Brand Guidelines | Master Logo — Tagline Application
Tagline
6
Master Logo —
Tagline Application
CLEAR SPACE OF LOGO WITH TAGLINE
Clear Space
Clear space frames and protects the logo and
tagline from conflicting imagery, graphics and the
outside edge of printed materials. Maintaining a
minimum amount of clear space at all times ensures
prominence and legibility. Minimum clear space
®
is measured by the red dot of the letter A. When
ty of Arkansas
for Medical
Sciences
possible,
allow more
than the minimum amount of
®
For a Better State of Health
Baseline
Cap height
clear space. Never move the position of the tagline.
Minimum Size
To ensure the logo and tagline is always legible, we
have developed requirements for the minimum size
2.5 dots = Minimum clear space
at which it may be used for both print and on-screen
1 dot = The distance from UAMS to the tagline
applications. For legibility reasons, do not reproduce
our logo smaller than its minimum size.
MINIMUM SIZE
®
For a Better State of Health
1 inch
UAMS Brand Guidelines | Master Logo — Tagline Clear Space & Minimum Size
7
®®
® ®
®®
®®
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
Master Logo —
Tagline Application
TWO-COLOR (PREFERRED)
® ®
®®
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
ONE-COLOR — BLACK
Color Variations
We have established a set number of color
®®
®®
® ®®®
variations
These
are the
fof
Arkansas
forfor
Medical
Sciences
University
ofof
Arkansas
forfor
Medical
Sciences
Arkansas
Medical
Sciences for the logo and tagline.
University
Arkansas
Medical
Sciences
only approved
® color combinations. To ensure brand
consistency, never reproduce the logo and tagline
University
ofof
Arkansas
forfor
Medical
Sciences
University
Arkansas
Medical
Sciences
®
ForFor
a Better
State
of Health
a Better
State
of Health
®
®® ® ®
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ofof
Arkansas
forfor
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Sciences
University
Arkansas
Medical
Sciences
ForFor
a Better
State
of Health
a Better
State
of Health
®
in any other colors. The two-color version is always
preferred. Use it whenever possible. The one-color
REVERSE WITH CARDINAL DOT
ONE-COLOR — CARDINAL
variations should only be used for one- or two-color
printing treatments. To ensure optimum clarity
and readability, there should be adequate contrast
between®the
® selected color variation and the
®®
For
Fora aBetter
BetterState
StateofofHealth
Health
®
background. Avoid placing any logo variation over
etter State
Better
StateofofHealth
Health
rsity of Arkansas for Medical Sciences
®
University of Arkansas for Medical Sciences
®®
For
Fora aBetter
BetterState
StateofofHealth
Health®
University of Arkansas for Medical Sciences
®®
For
Fora aBetter
BetterState
StateofofHealth
Health
®
University of Arkansas for Medical Sciences
complex and/or cluttered background images.
REVERSE (ON CARDINAL)
®
a Better State of Health
®
For a Better State of Health
UAMS Brand Guidelines | Master Logo — Tagline Color Variations
REVERSE (ON BLACK)
®
For a Better State of Health
®
For a Better State of Health
8
Master Logo —
Academic Application
LOGO WITH QUALIFIER
The addition of the full organizational name under
the UAMS acronym helps identify the institution to
academic audiences who may not be familiar with
UAMS. This includes situations such as recruiting,
presentations and fundraising. The academic
application should never be modified or redrawn
Logo
in any way.
Qualifier
UAMS Brand Guidelines | Master Logo — Academic Application
9
Master Logo —
Academic Application
CLEAR SPACE
Clear Space
Clear space frames and protects the logo from
conflicting imagery, graphics and the outside edge
of printed materials. Maintaining a minimum amount
of clear space at all times ensures prominence and
legibility. Minimum clear space is measured by the
®
red dot of the letter A. When possible, allow more
than the minimum amount of clear space. Never
®
University of Arkansas for Medical Sciences
Baseline
x height
move the position of the qualifier.
Minimum Size
To ensure the logo is always legible, we have
developed requirements for the minimum size at
which it may be used for both print and on-screen
2.5 dots = Minimum clear space
1 dot = Distance from UAMS to the qualifier
applications. For legibility reasons, do not reproduce
our logo smaller than its minimum size.
MINIMUM SIZE
1 inch
UAMS Brand Guidelines | Academic Application — Clear Space & Minimum Size
10
Master Logo —
Academic Application
TWO-COLOR (PREFERRED)
ONE-COLOR — BLACK
Color Variations
We have established a set number of color variations
for our logo. These are the only approved color
combinations. To ensure brand consistency,
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
University
of Arkansas
for Medical
Sciences
never reproduce the logo in any other colors. The
preferred version of our logo is the two-color
version. Use it whenever possible. The one-color
REVERSE WITH CARDINAL DOT
ONE-COLOR — CARDINAL
variations should only be used for one- or two-color
printing treatments. To ensure optimum clarity
and readability, there should be adequate contrast
between the selected color variation and the
of
Arkansas
Medical
Sciences
Arkansas
forfor
Medical
Sciences
University
Arkansas
Medical
Sciences
University
ofof
Arkansas
forfor
Medical
Sciences
background. Avoid placing any logo variation over
complex and/or cluttered background images.
University
Arkansas
Medical
Sciences
University
ofof
Arkansas
forfor
Medical
Sciences
a Better
State
of Health
ForFor
a Better
State
of Health
REVERSE (ON CARDINAL)
University
Arkansas
Medical
Sciences
University
ofof
Arkansas
forfor
Medical
Sciences
a Better
State
of Health
ForFor
a Better
State
of Health
REVERSE (ON BLACK)
sity
of Arkansas
Medical
Sciences
etter
Statefor
Health
etter
State
ofof
Health
of
Arkansas
forHealth
Medical
Sciences
ForaaUniversity
Better
Stateofof
Health
For
Better
State
University
of Arkansas
for Medical
Sciences
For
Better
State
Health
For
aaBetter
State
ofofHealth
of
Arkansas
for
Medical
Sciences
ForaaUniversity
Better
State
Health
For
Better
State
ofof
Health
a Better State of Health
For a Better State of Health
For a Better State of Health
For a Better State of Health
UAMS Brand Guidelines | Academic Application — Color Variations
11
Institute Naming Hierarchy
The institute logos are for both internal and external
VERTICAL (PREFERRED)
communication. Requests or questions regarding
logos with department or institute identification
should be directed to the UAMS Office of Marketing
& Communications.
*For external signage, the horizontal lock-up is preferred, but if there are size
limitations the vertical lock-up may be used. To improve readability the department
name may be increased to align with the “S” under “UAMS”.
UAMS Brand Guidelines | Naming Hierarchy
12
Institute Naming Hierarchy
HORIZONTAL
*The horizontal lock-up is intended for signage and usage in spaces where
the vertical logo would appear too small. The type size is larger than the
vertical versions to improve readability from a distance.
UAMS Brand Guidelines | Naming Hierarchy
13
Clinical Naming Hierarchy
Any requests for new logos MUST be cleared in
VERTICAL (PREFERRED)
advance with the UAMS Office of Communications &
Marketing. Under very limited circumstances, a unit
within UAMS may be permitted to use a separate
unit-specific logo that includes UAMS as the primary
logo with addition of the unit name as secondary.
The criteria for this allowance include:
1. Patient/customer facing entities such as Clinics.
2. Cooperative efforts between UAMS and
other entities such as the state or other
public service organizations.
3. Unique, UAMS-operated units.
If a unit meets one or more of the above criteria, the
unit may be allowed to use a Unit-Specific logo, but
*For external signage, the horizontal lock-up is preferred, but if there are size
will still be required to use the official UAMS logo in
limitations the vertical lock-up may be used. To improve readability the department
its letterhead and other communications.
name may be increased to align with the “S” under “UAMS”.
UAMS Brand Guidelines | Naming Hierarchy
14
Clinical Naming Hierarchy
Any requests for new logos MUST be cleared in
HORIZONTAL
advance with the UAMS Office of Communications &
Marketing. Under very limited circumstances, a unit
within UAMS may be permitted to use a separate
unit-specific logo that includes UAMS as the primary
logo with addition of the unit name as secondary.
The criteria for this allowance include:
1. Patient/customer facing entities such as Clinics.
2. Cooperative efforts between UAMS and
other entities such as the state or other
public service organizations.
3. Unique, UAMS-operated units.
If a unit meets one or more of the above criteria, the
unit may be allowed to use a Unit-Specific logo, but
will still be required to use the official UAMS logo in
its letterhead and other communications.
*The horizontal lock-up is intended for signage and usage in spaces where
the vertical logo would appear too small. The type size is larger than the
vertical versions to improve readability from a distance.
UAMS Brand Guidelines | Naming Hierarchy
15
Academic Naming Hierarchy
VERTICAL (PREFERRED)
*For external signage, the horizontal lock-up is preferred, but if there
are size limitations the vertical lock-up may be used. To improve
readability the department name may be increased to align with the
“S” under “UAMS”.
*Departments and Divisions will not have individual logos, but will be
featured in type along with their College logo.
UAMS Brand Guidelines | Naming Hierarchy
16
Academic Naming Hierarchy
HORIZONTAL
*The horizontal lock-up is intended for signage and usage in spaces where the
vertical logo would appear too small. The type size is larger than the vertical
versions to improve readability from a distance.
*Departments and Divisions will not have individual logos, but will be featured
in type along with their College logo.
UAMS Brand Guidelines | Naming Hierarchy
17
Incorrect Logo Usage
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Any alteration of our logos diminish their impact and weakens
our brand. Only approved variations should be used.
®
1. Do not stretch or skew any variation of our logo
2. Do not rotate or tilt any of the approved lock-ups
3. Do not scale or change the proportions/positioning of
the red dot and/or logotype in any variation of our logo
4. Do not add gradients, filters, outlines, embossing, beveling,
or drop shadows to any of our logos
5. Do not add effects to any variation of our logo
6. Do not alter the logo type in any variation of our logo
7. Do not recreate the logos using unapproved colors
8. Do not misuse approved colors
9. Do not modify dot in any way. Do not place logo on bold,
unsightly colors, patterns and/or imagery
10. Do not use the shape of Arkansas in combination with our
logos in any way
for a better
state of health.
11. Do not reposition, change case or add punctuation to the
tagline, qualifier or entity names
12. For readability reasons, do not pair academic logos with seal
13.
14.
15.
13. Do not add a horizontal line to any of our logos
14. Do not pair the academic qualifier or entity with the tagline
15. Do not add vertical line to the tagline or the qualifier
16.
16. Do not allow department names to extend past the letter S.
Radiation Oncology Center
UAMS Brand Guidelines | Incorrect Logo Usage
18