identity guidelines - the duke...

august 2009

Identity Guidelines

identity guidelines w page 1

Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Color palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Identity size and control area . . . . . . . . . . . . . . . . . . . . . . . 5

Identity use with other logos . . . . . . . . . . . . . . . . . . . . . . . . 6

Identity variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Identity don’ts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Essential information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10


This logo was designed to convey a sense of permanence, timelessness and lasting value . It reflects the singular achievements, personal integrity and lasting legacy of James B . Duke, as well as the accomplishments of the Endowment he established . The typeface, Goudy Old Style, was designed in 1915 by Frederic W . Goudy (1865-1947), one of the preeminent American type designers of the 20th century . Emerging from the same historical era as The Duke Endowment, the typeface has been described as straightforward, self-assured and timeless . It is one of the most distinctive classic typefaces ever produced, and has retained a high degree of popularity for more than 70 years .

introduction

It was by the stroke of his pen that James B . Duke created The Duke Endowment, and the integration of his signature as a graphic element underscores the personal legacy that is the foundation and guiding force of The Duke Endowment . It also differentiates The Duke Endowment from Duke University, Duke Energy and the Doris Duke Foundation, all three of which use the letter “D” as a graphic element in their logos .


The color palette shown above is a very important part of The Duke Endowment identity . It has been carefully developed and should not vary from application to application . The swatches shown are not the exact replication of the colors, only an approximation . A Pantone Matching System (PMS) formula guide should be referenced for accurate color representation .

color palette

PANTONE®

7500 C

R 213 G 201 B 155

C M Y K0 5 25 10

HTML E 1 D 8 B 7

PANTONE®

7407 CR 255 G 153 B 0

C M Y K10 30 100 0

HTML C A 9 B 4 A

PANTONE®

470 CR 157 G 83 B 36

C M Y K8 68 94 34

HTML 9 D 5 3 2 4

PANTONE®

5487 CR 98 G 125 B 119

C M Y K46 14 26 43

HTML 6 2 7 D 7 7

PANTONE®

5195 CR 100 G 68 B 89

C M Y K42 67 18 52

HTML 6 4 4 4 5 9

PANTONE®

7519 CR 99 G 82 B 69

C M Y K24 42 43 69

HTML 6 3 5 2 4 5

PANTONE®

BLACK CR 30 G 30 B 30

C M Y K0 0 0 100

HTML 1 E 1 E 1 E

PANTONE®

Cool Gray 8 CR 139 G 141 B 142

C M Y K21 14 14 38

HTML 8 B 8 D 8 E

PANTONE®


C M Y K12 8 9 21

HTML B 2 B 4 B 3

Always consult with your printer to get the best color match when printing four-color process .

Ccyan

Kblack

Yyellow

Mmagenta


color palette

The Duke Endowment serves many audiences with a variety of components . To establish a strong identity, it is important that we communicate ourselves and focus areas in a consistent, meaningful way . Please use the color specifications above for creating future materials or communications .

PANTONE®

7500 C

R 213 G 201 B 155

C M Y K0 5 25 10

HTML E 1 D 8 B 7

PANTONE®

7407 CR 255 G 153 B 0

C M Y K10 30 100 0

HTML C A 9 B 4 A

PANTONE®

470 CR 157 G 83 B 36

C M Y K8 68 94 34

HTML 9 D 5 3 2 4

PANTONE®

5487 CR 98 G 125 B 119

C M Y K46 14 26 43

HTML 6 2 7 D 7 7

PANTONE®

5195 CR 100 G 68 B 89

C M Y K42 67 18 52

HTML 6 4 4 4 5 9

PANTONE®

7519 CR 99 G 82 B 69

C M Y K24 42 43 69

HTML 6 3 5 2 4 5

PANTONE®


C M Y K0 0 0 100

HTML 1 E 1 E 1 E

PANTONE®


C M Y K21 14 14 38

HTML 8 B 8 D 8 E

PANTONE®


C M Y K12 8 9 21

HTML B 2 B 4 B 3

PANTONE®

7500 C

R 213 G 201 B 155

C M Y K0 5 25 10

HTML E 1 D 8 B 7

PANTONE®

7407 CR 255 G 153 B 0

C M Y K10 30 100 0

HTML C A 9 B 4 A

PANTONE®

470 CR 157 G 83 B 36

C M Y K8 68 94 34

HTML 9 D 5 3 2 4

PANTONE®

5487 CR 98 G 125 B 119

C M Y K46 14 26 43

HTML 6 2 7 D 7 7

PANTONE®

5195 CR 100 G 68 B 89

C M Y K42 67 18 52

HTML 6 4 4 4 5 9

PANTONE®

7519 CR 99 G 82 B 69

C M Y K24 42 43 69

HTML 6 3 5 2 4 5

PANTONE®


C M Y K0 0 0 100

HTML 1 E 1 E 1 E

PANTONE®


C M Y K21 14 14 38

HTML 8 B 8 D 8 E

PANTONE®


C M Y K12 8 9 21

HTML B 2 B 4 B 3

PANTONE®

7500 C

R 213 G 201 B 155

C M Y K0 5 25 10

HTML E 1 D 8 B 7

PANTONE®

7407 CR 255 G 153 B 0

C M Y K10 30 100 0

HTML C A 9 B 4 A

PANTONE®

470 CR 157 G 83 B 36

C M Y K8 68 94 34

HTML 9 D 5 3 2 4

PANTONE®

5487 CR 98 G 125 B 119

C M Y K46 14 26 43

HTML 6 2 7 D 7 7

PANTONE®

5195 CR 100 G 68 B 89

C M Y K42 67 18 52

HTML 6 4 4 4 5 9

PANTONE®

7519 CR 99 G 82 B 69

C M Y K24 42 43 69

HTML 6 3 5 2 4 5

PANTONE®


C M Y K0 0 0 100

HTML 1 E 1 E 1 E

PANTONE®


C M Y K21 14 14 38

HTML 8 B 8 D 8 E

PANTONE®


C M Y K12 8 9 21

HTML B 2 B 4 B 3

PANTONE®

7500 C

R 213 G 201 B 155

C M Y K0 5 25 10

HTML E 1 D 8 B 7

PANTONE®

7407 CR 255 G 153 B 0

C M Y K10 30 100 0

HTML C A 9 B 4 A

PANTONE®

470 CR 157 G 83 B 36

C M Y K8 68 94 34

HTML 9 D 5 3 2 4

PANTONE®

5487 CR 98 G 125 B 119

C M Y K46 14 26 43

HTML 6 2 7 D 7 7

PANTONE®

5195 CR 100 G 68 B 89

C M Y K42 67 18 52

HTML 6 4 4 4 5 9

PANTONE®

7519 CR 99 G 82 B 69

C M Y K24 42 43 69

HTML 6 3 5 2 4 5

PANTONE®


C M Y K0 0 0 100

HTML 1 E 1 E 1 E

PANTONE®


C M Y K21 14 14 38

HTML 8 B 8 D 8 E

PANTONE®


C M Y K12 8 9 21

HTML B 2 B 4 B 3

Child Care Education Health Care Rural Church


The identity is a piece of art, not to be changed for any reason .

When using the identity, refer to the above grid to specify white space . This white space helps the identity stand out and improves readability .

Art files featuring the identity art have been created for a variety of applications, so there is no need to re-create the identity for any reason . To achieve optimum legibility, the identity should not be fewer than 1 .25 inches wide .

Separate art files are available for identity applications.

Please see page 13 for more information.

identity size and control area

1.25 inches


identity use with other logos

Here is an example of how the identity might appear in relationship to another logo . Final identity placement is dependent on the actual design of the layout with use of the identity control area (page 5) .

The North Carolina Institute of MedicineIn 1983 the North Carolina General Assembly chartered the North Carolina Institute of Medicine as an independent,

nonprofit organization to serve as a nonpolitical source of analysis and advice on issues of relevance to the health ofNorth Carolina’s population.The Institute is a convenor of persons and organizations with health-relevant expertise, aprovider of carefully conducted studies of complex and often controversial health and health care issues,and a sourceof advice regarding available options for problem solution.The principal mode of addressing such issues is through theconvening of task forces consisting of some of the state’s leading professionals, policy makers, and interest grouprepresentatives to undertake detailed analyses of the various dimensions of such issues and to identify a range ofpossible options for addressing them.

The Duke EndowmentThe Duke Endowment, headquartered in Charlotte, NC, is one of the nation’s largest private foundations.

Established in 1924 by industrialist James B. Duke, its mission is to serve the people of North Carolina and SouthCarolina by supporting programs of higher education, health care, children’s welfare and spiritual life. TheEndowment's health care grants provide assistance to not-for-profit hospitals and other related health careorganizations in the Carolinas. Major focus areas include improving access to health care for all individuals,improving the quality and safety of the delivery of health care,and expanding preventative and early interventionprograms. Since its inception, the Endowment has awarded $2.2 billion to organizations in North Carolina andSouth Carolina, including more than $750 million in the area of health care.

Publishers of the North Carolina Medical Journal

Publishers of the North Carolina Medical Journal

The North Carolina Institute of Medicine

In 1983 the North Carolina General Assembly chartered

the North Carolina Institute of Medicine as an

independent, nonprofit organization to serve as a

nonpolitical source of analysis and advice on issues of

relevance to the health of North Carolina’s population.

The Institute is a convenor of persons and organizations

with health-relevant expertise, a provider of carefully

conducted studies of complex and often controversial

health and health care issues, and a source of advice

regarding available options for problem solution. The

principal mode of addressing such issues is through the

convening of task forces consisting of some of the state’s

leading professionals, policy makers, and interest group

representatives to undertake detailed analyses of the

various dimensions of such issues and to identify a range

of possible options for addressing them.

The Duke Endowment

The Duke Endowment, headquartered in Charlotte, N.C.,

is one of the nation’s largest private foundations.

Established in 1924 by industrialist James B. Duke,

its mission is to serve the people of North Carolina

and South Carolina by supporting programs of higher

education, health care, children’s welfare and spiritual

life. The Endowment's health care grants provide

assistance to not-for-profit hospitals and other related

health care organizations in the Carolinas. Major focus

areas include improving access to health care for all

individuals, improving the quality and safety of the

delivery of health care, and expanding preventative

and early intervention programs. Since its inception,

the Endowment has awarded $2.2 billion to organizations

in North Carolina and South Carolina, including more

than $750 million in the area of health care.


Our identity can be used in one (a) or two colors (b) .

To achieve optimum readability in a grayscale or black and white application, use a pure black identity (a) .

identity variations

a.

b.

c.

d.

e.

f.

If the identity needs to appear on a block of color (c, d) or a photo (e), it should be used in one color (black or white) .

Use the application that creates the highest contrast with the background color . In other words, if the photo or color block is light in color, use the black identity (c) .

If the identity needs to appear in a different color than indicated above, please use the one-color identity (a) and convert it to the color needed . An example of this might be on a one-color poster or ad (f) .

If the photo or color block is dark in color, use the white identity (d, e) .


Any distortion to the identity, however slight, will give the logo a different appearance, thereby hampering its legal protectability and underlying function within the Identity Guidelines .

identity don’ts

Do not:Use the identity type without the identity markDistort proportions or change colorsReduce the artwork below 1 .25 inches in widthRe-create the fonts in the identityDistort the identityReverse out a portion of the identityMove the identity mark to a new position within the artwork

Do:Use the artwork supplied to help create a consistent brand


The Goudy and Times New Roman family of fonts are approved for usage on our communication materials . Other fonts may not substitute .

typography

Roman

Italic

Bold

Bold Italic

Goudy Old Style

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrSs Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

Times New Roman

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

Goudy Old Style

Times New Roman

Goudy Old Style

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq RrSs Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

Times New Roman

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

0 1 2 3 4 5 6 7 8 9

RomanItalicBoldBold ItalicExtra Bold


essential information

100 north tryon street, suite 3500charlotte, north carolina 28202-4012

telephone: 704.376.0291

facsimile: 704.376.9336

www .dukeendowment .org

© 2007 The Duke Endowment

identity guidelines - the duke...

Documents