graphic identity manual - morgan state university · morgan state university has a rich tradition...

GRAPHIC IDENTITY MANUAL

PREFACEMorgan State University has a richtradition when it comes to symbols—Holmes Hall, the clock tower, the MorganBear, and many others. However, manyof our symbols had remained unchangedfor many years. In addition, as newsymbols appeared through the years,there was no uniformity in Morgan-related artwork or in the standards forits use. As a result, a committee wasformed to review Morgan’s artwork andto work together with a graphic designfirm to develop a graphic identityprogram for the University.

The committee was composed of a varietyof representatives from campus areas ofinterests, including students, academic,alumni, administrative, public relations,computing, etc. all with a slightly differentperspective on Morgan’s artwork andits uses. The graphic identity committeeapproached its task with much excitementand enthusiasm. Its task was to evaluateall of the University’s current symbolsand determine ways in which theUniversity’s artwork could be improved.The committee also explored new artworkconcepts. After numerous meetings anddozens of artwork samples, the committeeunanimously agreed to the artwork youwill see in this booklet.

Please review the specifications andguidelines for all Morgan State Universitysymbols and marks in this booklet. Themarks contained in this booklet are theonly marks which are authorized for useby official university offices. Effectiveimmediately, all new orders for Universitystationery, envelopes, and other mediathat bear Morgan marks are to use thenew marks. However, existing inventoriesof stationery, envelopes, etc. should notbe discarded and should be used untilthey are exhausted through June 30,2002. We invite you to join us as weincorporate the new look to Morgan StateUniversity in all areas communication.

Sincerely,Earl S. RichardsonPresident

Primary Colors

Color is one of the mostimportant elements of theMorgan State University identitysystem. The colors on the rightare the official colors for MorganState. Morgan State logos shouldnot be reproduced in any othercolors. If these colors are notavailable, the logos should beprinted in all black or reversedin white (whichever offers thebest contrast).**

Morgan Bluein lieu of which use *Pantone® 288Process Equivalent:100C–65M–30K

Secondary Colors

In addition to the officialschool colors shown above,the Morgan State identitysystem utilizes brown and goldas important support colors.Brown is used as the color ofthe bear and gold is used as anadditional outline color.

*Pantone® is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standards.For the PANTONE Color Standards, refer to the current edition of the PANTONE ColorFormula Guide 1000.

**See individual artwork guidelines.

OFFICIAL COLORS

Morgan Orangein lieu of which use Pantone 1655Process Equivalent: 65M–87Y

Morgan Brownin lieu of which use Pantone 728Process Equivalent:18M–43Y–11K

Morgan Goldin lieu of which use Pantone 136Process Equivalent:27M–79Y

Support Colors

In addition to the colors shownabove, the Morgan Stateidentity system utilizes blackand white as important supportcolors. Black and white help toadd contrast to Morgan Blueand Morgan Orange. Whenthe official colors are notavailable, most Morgan Statelogos and art may be printedin all black or reversed in allwhite (whichever offers thebest contrast).**

Black White

Use the swatches on the right tocompare to your printing projects.

MorganBlue

MorganOrange

MorganBrown

MorganGold

ATHLETIC LOGOS

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All Black All Morgan Blue 3-Color

4-Color 5-Color

Morgan BlueMorgan OrangeMorgan Brown

Morgan BlueMorgan OrangeMorgan BrownMorgan Gold

Morgan BlueMorgan OrangeMorgan BrownMorgan GoldBlack

Bear Head Secondary Marks

Banner Wordmarks

Secondary Marks

The Morgan State Universityathletic identity program hasmany secondary marksavailable as options to theprimary logo shown above.all of the secondary marksshown on the right can alsobe used in all black and allMorgan Blue.They can alsobe used as shown without theMorgan Gold outline.

All artwork and variationsare available in Macintoshand IBM digital file format.

Note: All athletic logos whichhave a banner below themmay be customized with copyother than “Bears”. (For alist of approved bannerwording, contact the athleticdepartment. For instructionson how to customize thebanner logos for a specificsport or activity, see thefile “ReadMe.pdf” in the“BlankBanner” folders onthe Morgan State logo CD.

Miscellaneous Marks

BACKGROUNDS

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University LogosIt is important that the MorganState University logos alwayshave maximum contrast withtheir background. For lightbackgrounds, always use eitherall-black, all-Morgan Blue, orthe two-color version. For darkbackgrounds, always use the all-white version. When using theUniversity logos on complex ordistracting backgrounds, theyshould be placed within a solid,single color shape (eg., a boxor a bar) to avoid confusion.Be sure that the shape does notintrude upon the logo’s safezone. (See page 6.)

All Blue on light backgrounds All White on simple dark backgrounds Two color on light backgrounds Complex backgrounds: alwayskeep logo inside a solid shape nosmaller than safe zone (see page 6)

One color applications of the logo on different backgrounds.

Athletic LogosFrequently it may be desirableto place the athletic identitylogos on a field of color. Asshown in the examples onthe right, all artwork has beencreated with a built-in outlineshape that allows it to workclearly on any background.For this reason there is noneed to reverse athletic logosout of dark backgrounds(athletic logos using bearimages should never bereversed).

Four color applications of the logo on different backgrounds.

Examples of other athletic logos on complex backgrounds.

Three color applications of the logo on different backgrounds.

FORMAL UNIVERSITY STATIONERY

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The Morgan State University formalstationery is only to be used by unitsthat are approved for use by thePresident. It can be used with orwithout the bold personalized nameand title (see bottom of example pageat right). The formal letterhead andenvelope print in PMS 871 (metallicgold) on Fox River Circa Script 24#Mansion White Wove Writing. Thetower watermark on the letterheadis printed in a 15% screen of PMS871. The formal business card printsin PMS 871 on Fox River SelectCover 80# Mansion White Wove.These pieces can also be printed withblack ink on white stocks whennecessary. Note: The paper is laserand ink jet compatible and 50%recycled (30% post consumer).Fonts on letterhead are Weiss andWeiss Extra Bold, 10pt/11pt. Fontson envelope and business cards arethe same except 8pt/9pt.

All Morgan State Universityitems must be ordered throughthe University’s preferred vendorand must adhere to the identityguidelines. (For vendor names andordering information, please contactthe Office of Procurement.)

Letters and memos should employa one-inch left margin and a one-inch right margin. Start letters flushwith and one-half inch below the“Office of the President” line atthe top. Letters and memos shouldemploy block style, with flush left,ragged right margins, single-spacedparagraphs with double spacingbetween paragraphs.

Business Card Option 2

#10 Envelope

Letterhead

Business envelopes for general, large mailings not including a lettermay be printed on white wove stock to reduce costs. However, businessenvelopes being used with letterhead must be on matching stock.


Office of the President

Earl S. Richardson, President1700 E. Cold Spring Lane • 403 Truth Hall • Baltimore, Maryland 21251

Tel: 443-885-3200 • Fax: 440-319-3107 • [email protected]

Office of the President1700 E. Cold Spring Lane • 409 Truth Hall

Baltimore, MD 21251Earl S. Richardson

President

1700 E. Cold Spring Lane • 403 Truth Hall • Baltimore, Maryland 21251Tel: 443-885-3200 • Fax: 440-319-3107 • [email protected]

Cecil W. PaytonExecutive Assistant to the President

Office of the President1700 E. Cold Spring Lane402 Triad HallBaltimore, Maryland 21251Tel: 443-885-3035Fax: [email protected]

CONSUMER STATIONERY

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#10 Envelope

Letterhead

The Morgan State University consumerstationery makes use of the one-linehorizontal consumer mark and is to beused by all persons or departments thatare not approved to use the formaluniversity stationery and are not theDepartment of Athletics. The consumerletterhead and envelope print in MorganBlue and Morgan Orange on Fox RiverCirca Script 24# Wove Writing(Mansion White or Bright White).The tower watermark on the letterheadis printed in a 15% screen of MorganBlue. The consumer business card printsin Morgan Blue and Morgan Orangeon Fox River Select Cover 80# Wove(Mansion White or Bright White).These pieces can also be printed withall black or all Morgan Blue ink. Nocustom or personalized stationery ispermissible. The paper is laser and inkjet compatible and 50% recycled (30%post consumer). Fonts on letterhead areWeiss and Weiss Extra Bold, 10pt/11pt.Fonts on envelope and business cardsare the same except 8pt/9pt.

All Morgan State University items mustbe ordered through the University’spreferred vendor and must adhere tothe identity guidelines. (For vendornames and ordering information, pleasecontact the Office of Procurement.)

Letters and memos should employ aone-inch left margin and a one-inchright margin. Start letters flush withand one-half inch below the“Academic Affairs” line at the top.Letters and memos should employblock style, with flush left, raggedright margins, single-spacedparagraphs with double spacingbetween paragraphs.

Business envelopes for general, large malings not including a lettermay be printed on white wove stock to reduce costs. However, businessenvelopes being used with letterhead must be on matching stock.



Clara I. AdamsVice President

1700 E. Cold Spring Lane • 300 Truth Hall • Baltimore, Maryland 21251Tel: 443-885-3350 • Fax: 440-319-3299 • [email protected]

Clara I. AdamsVice President

Office of the Vice Presidentof Academic Affairs1700 E. Cold Spring Lane300 Truth HallBaltimore, Maryland 21251Tel: 443-885-3350Fax: [email protected]

Office of Academic Affairs1700 E. Cold Spring Lane • 300 Truth Hall

Baltimore, MD 21251

Office of the Vice PresidentAcademic Affairs

Clara I. Adams, Vice President1700 E. Cold Spring Lane • 300 Truth Hall • Baltimore, Maryland 21251

Tel: 443-885-3350 • Fax: 440-319-3299 • [email protected]

ATHLETIC STATIONERY

9

#10 Envelope

Letterhead

Business envelopes for general, large malings not including a lettermay be printed on white wove stock to reduce costs. However, businessenvelopes being used with letterhead must be on matching stock.

The Morgan State University athleticstationery makes use of the athleticsprimary logotype and is to be used byall persons in the Department ofAthletics. The athletics letterhead andenvelope print in Morgan Blue, MorganOrange, Morgan Brown, and MorganGold (4-color version) on Fox RiverCirca Script 24# Bright White WoveWriting. The bear head watermark onthe letterhead is printed in a 15% screenof Morgan Blue. The athletics businesscard prints in the same four Morgancolors on Fox River Select Cover 80#Bright White Wove. These pieces canalso be printed using all black, all MorganBlue, 3 color or 5 color versions of thelogo. The athletics stationery can becustomized for each sport by changingthe type in the banner of the logo. Thisis the only way the stationery should becustomized. The paper is laser and inkjet compatible and 50% recycled (30%post consumer). Fonts on letterhead areFutura Book and Futura Bold, 9pt/12pt.Fonts on envelope and business cardsare the same except 7.5pt/8.5pt.

All Morgan State University items mustbe ordered through the University’spreferred vendor and must adhere to theidentity guidelines. (For vendor namesand ordering information, please contactthe Office of Procurement.)

Letters and memos should employ aone-inch left margin and a one-inchright margin. Letters should beginone-half inch below the athletic logoat the top. Letters and memos shouldemploy block style, with flush left,ragged right margins, single-spacedparagraphs with double spacingbetween paragraphs.

David ThomasAthletic Director

Department of Athletics1700 E. Cold Spring Lane107 S. Hill Field HouseBaltimore, Maryland 21251Tel: 443-885-3575Fax: [email protected]



Department of Athletics1700 E. Cold Spring Lane • Baltimore, MD 21251

David ThomasAthletic Director

1700 E. Cold Spring Lane • 107 S. Hill Field House • Baltimore, MD 21251Tel: 443-885-3575 • Fax: 410-319-1111 • [email protected]

NOTECARDS/ENVELOPES

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Personal Notecardsand Envelopes

The Morgan State Universitystationery system includespersonal notecards and matchingenvelopes. The cards are availablefor all three identities and printon Fox River Select Cover 80#Wove (Mansion White or BrightWhite). The envelopes are FoxRiver Circa Script 24# WoveWriting (Mansion White orBright White). Note: TheMorgan State University formalstationery is only to be used byunits that are approved for useby the President. A similar versionthat replaces the metallic goldink with black ink can be used asan alternate to the 2-colorconsumer notecard.

All Morgan State Universityitems must be ordered throughthe University’s preferred vendorand must adhere to the identityguidelines. (For vendor namesand ordering information,please contact the Office ofProcurement.)

Oversize Envelopes

The Morgan State Universitystationery system includesoversized envelopes. Theoversize envelopes are availablewith the consumer and athleticidentities and may be orderedin the same logo color optionsas the #10 envelopes. (Formalidentity not available.) The stockis 24# white wove. All MorganState University items must beordered through the University’spreferred vendor and mustadhere to the identity guidelines.(For vendor names and orderinginformation, please contact theOffice of Procurement.)



Baltimore, MD 21251

Office of the President1700 E. Cold Spring Lane • 402 Triad Hall

Baltimore, MD 21251



Baltimore, MD 21251



Baltimore, MD 21251

Morgan State University1700 E. Cold Spring LaneBaltimore, MD 21251443-885-3333

All art shown in this manual is the property of Morgan State University, and artwork may not be used in any way without prior written permission.© 2001 Morgan State University, all rights reserved.

Contact Information:

For information regarding the use of Morgantrademarks for internal administrativepurposes such as stationery and envelopes:

MSU Print Shop443-885-3063

For other authorized printers, call:

MSU Office of Procurement443-885-3074

For official uses of University trademarksfor University purposes other than standardstationery and envelopes:

MSU Public Relations,Art Department443-885-4664

For obtaining a license to use Universitytrademarks by external organizationsand/or for commercial purposes:

Collegiate Licensing Company (CLC)320 Interstate North ParkwaySuite 102Atlanta, GA 30339770-956-0520Fax: 770-955-4491http://www.clc.com

Licensing DirectorMorgan State University1700 E. Cold Spring Lane409 Truth HallBaltimore, MD 21251443-885-3220

graphic identity manual - morgan state university · morgan state university has a rich tradition...

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