university of la verne style manual

8/8/2019 University of La Verne Style Manual

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UNIVERSITY OF LAVERNEIdentity Style Manual

Knowledge Service


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Dear University of La Verne Colleagues,

Over the years, University of La Verne has enjoyed growth and accordingly has grown into a more complex

organization composed of numerous undergraduate and graduate degree programs, as well as academic and

administrative departments located on central campus and regional sites. While such growth is welcome, it

can also create divergent views among key audiences in the greater community about University of La Verne.

The University of La Vernes visual identity externally reflects not only its style and character, but also its

traditions, strengths and values. Internally, our visual identity conveys a sense of pride and commitment to a

common mission. Our comprehensive visual identity will help unify and strengthen communications from the

institution and its component parts by projecting a message of cohesiveness.

In order to achieve a consistent identity for University of La Verne, I have charged the Office of Institutional

Image with the responsibility of creating and maintaining an Identity Style Manual. The Identity Style Manual

has been developed to ensure consistent use of the universitys logo and other marks in the media and on our

stationery, business cards, signage and publications.

With these graphic standards, we will convey to our many audiences a single, recognizable identity andimage of academic excellence that is in keeping with our mission of building a healthy environment that

encompasses values orientation, community and diversity, lifelong learning and community service.

I am asking the campus-wide community to adopt and follow the guidelines found in this manual. They

are designed to provide you with the flexibility and guidance to achieve your department goals, while furthering

the entire universitys mission within the region and beyond.

My thanks in advance for your support and cooperation.

Sincerely,

Steve Morgan

President, University of La Verne

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TABLE OF CONTENTS

A Message from President Stephen Morgan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iStatement of Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Identity Style Manual Usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Trademark Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

I. GRAPHIC ELEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2a. The Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2b. The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2N Ratio for Vertical Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2N Ratio for Horizontal Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

c. Signature Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3d. Three-Color Logo Combination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3e. One-Color Logo Combination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3f. College of Law Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

g. Spirit Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5h. Inappropriate Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6N Color Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6N Logo Ratio Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-7N Logo Alteration Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7N Logo Placement Noncompliance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

i. The Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8j. Positioning Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

II. ONLINE STANDARDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10a. World Wide Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-10

III. STATIONERY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11a. Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11b. Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

IV. PUBLICATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11a. Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11b. Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11c. PowerPoint Presentation Templates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11d. Preprinted Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

e. Newsletters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12f. News Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

V. CONTACT ROSTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

VI. APPENDIX. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14-15

VII. GLOSSARY OF TERMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16-17

June 2005


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STATEMENT OF PURPOSEWe trust that you share our commitment to the total quality and consistency of the University of La Vernes identity andimage. In the event you wish to produce your own publications and communications you will be responsible formeeting certain standards of excellence. The purpose of the Identity Style Manual is to emphasize the necessity ofuniversity identification and to reinforce the advantages of using university marks of identity to clarify the

universitys image to key audiences and industry segments. Our coordinated family of marks, used in conjunctionwith consistency, applied color, photography and other elements, will provide the University of La Vernes visualcommunications with an unprecedented unity and focus.

IDENTITYSTYLE MANUAL USAGEThe Office of Institutional Image created this manual to help those individuals who design and producecommunications that represent the University of La Verne. The Identity Style Manual explains the proper use ofUniversity of La Vernes signature, logo, seal and other elements of our institutional identity system. Thismanual encompasses most every aspect of graphic identity including signature, logo, publications andadvertisements.

Of course, no guide can cover all possible situations and the Office of Institutional Image can assist you with anysubject matter not addressed in this manual. If you have suggestions on items to be included in future issues ofthis manual please send them to the Office of Institutional Image at [email protected]. We want to stress that theOffice of Institutional Image must, prior to any production, approve any use of the signature, logo, and seal toensure accuracy of the established graphic standards.

TRADEMARKPOLICYSTATEMENTUniversity of La Verne has registered or otherwise protected the names, initials, logos, symbols, insignias, tradenames, service marks, and trademarks (collectively Trademarks) of the University. The University has delegated

the responsibility for maintaining, managing and licensing all merchandise, premium items and other products(referred to collectively as Products) that bear University trademarks to the Office of Institutional Image.Products bearing those Trademarks and distributed for resale, as premiums or for any other purpose, are subject tothe licensing requirements of this Policy.

The mission and purpose of this Trademark Policy Statement is to:

control the use of Trademarks that have come to be associated with the University of La Verne, protect allUniversity Trademarks from unauthorized uses, and facilitate the process of granting authorization forlegitimate internal and third-party use of University Trademarks;

require that the University secures a legitimate and reasonable royalty for the use of its Trademarks that

generate revenue for the University;

promote the University in a consistent and uniform manner to protect the University's reputation, nameand image by permitting only appropriate uses and assuring that only quality products bear theUniversity's Trademarks, and protect the consumer from inferior products bearing UniversityTrademarks.

Any individual, organization or company wishing to use University of La Verne's marks must be licensed and shallbe regulated by the University of La Verne Office of Institutional Image.


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1/2 x widthof this barMinimum space

around logo:

1x width of thisbar

1 Mi.

3 Mi.

N RATIO FORHORIZONTAL LOGO USAGE

The ratio for horizontal logo usage should always be at least 3 inches in length on all major recruitmentpublications and print advertisement. The minimum space that other elements should always be is one time the

width of the vertical side bar at the left side of the logo. Refer to the illustration below for proper usage.

N RATIO FORVERTICAL LOGO USAGE

The ratio for vertical logo usage should always be at least 1 inch in width on all major recruitment andpromotional publications and print advertisement. The minimum space that other elements should always be is1/2 the width of the vertical sidebars of the logo. Refer to the illustration below for proper usage.

GRAPHIC ELEMENTSThe University of La Vernes logo has been redesigned to enhance our institutional identity. The University ofLa Verne logotype was formatted in such a way that it reflects our position as a 21stcentury university.

THE SIGNATURE

The official signature of the University of La Verne, ULV logo and the University of La Verne logotype, needs to bepositioned and proportioned in a specific way. Spacing and size relationship between the logo and the logotype havebeen carefully established so that the University of La Verne identity will remain consistent in all applications.

THE LOGO

The University of La Vernes name should be used with the logo. The ULV logo may be used in stand-alone applicationswhen used as a graphic element, appearing in various forms on or within your publications. For exceptions, callthe Office of Institutional Image at (909) 593-3511, Ext. 4524.


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ONE-COLORLOGO COMBINATIONThe logo may be used in a one-color combination in either black or green. The vertical one-color logo withborder may be used with dark backgrounds. Refer to the illustrations below for proper usage.

SIGNATURE COLOR

The University of La Verne logo consists of a three-color combination utilizing the Pantone Matching System(PMS). The colors are: PMS 342 (Green), PMS 021 (Orange), and Black.

PMS 342 PMS 021 BLACK

THREE-COLORLOGO COMBINATIONThe logo may be used in a three-color combination. The vertical three-color logo with the border may be used

with dark backgrounds. Refer to the illustrations below for proper usage.


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COLLEGE OF LAWLOGO

The College of Law logo, illustrated below, may be used in stand-alone applications when used as a graphicelement, appearing in various forms on or within College of Law publications. For exceptions call the Office ofInstitutional Image at (909) 593-3511, Ext. 4524.

COLLEGE OF LAWQuality by Tradition


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SPIRITLOGOThe University of La Verne Spirit logo must always be used appropriately intact at all times. The Spirit logomay be used in a three-color combination or a one-color combination. Refer to the illustrations below for properusage. If you have specific questions about resizing the Spirit logo for online applications please contactUniversity Web Master at (909) 593-3511 Ext. 4233 and/or the Office of Institutional Image at Ext. 4524.

The text may be removed from around the logo for web page design purposes when it is appropriate. If you havespecific questions about this particular form of usage please contact University Web Master at (909) 593-3511Ext. 4233 and/or the Office of Institutional Image at Ext. 4524


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INAPPROPRIATE LOGO USAGEThe following are illustrations of inappropriate logo usage. We ask that when in doubt, err on the side of cautionand do not modify the logo. Simply contact the Office of Institutional Image for guidance.

BACKGROUND COLOR

COLORNONCOMPLIANCEAs shown in the following illustrations, the logo colors must never be altered and/or modified.

LOGO RATIO NONCOMPLIANCEAs shown in the following illustrations the ratio for both vertical and horizontal logo usage must never bemisrepresented.

TWO COLOR

ONE COLOR REVERSE COLOR

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LOGO ALTERATION NONCOMPLIANCEAs shown in the following, illustrations line(s) and/or any other mark(s) must not be added to the logo.

LOGO PLACEMENTNONCOMPLIANCEAs shown in the illustration, the logo is not to appear on a slant and/or any other rotation or angle.


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POSITIONING STATEMENT

is the positioning statement of the University of La Verne and should always be used in conjunction with the logo.The positioning statement can appear in three variations: (1) directly under the vertical logo; (2) to the rightof the vertical logo; and (3) centered under the horizontal logo. Refer to the illustrations below for proper usage.In the APPENDIXsection of the Identity Style Guide, please refer to Examples of Approved Advertisements for thefourth variation of appropriate use for the positioning statement. For exceptions call the Office of InstitutionalImage at (909) 593-3511, Ext. 4524.

THE SEALThe University of La Verne seal is an official, trademarked symbol of academic excellence and should be employed

with discretion so that its significance is preserved. The Seal is appropriate when marking formal universityceremonies and on texts or documents pertaining to the academic mission of the university such as diplomas,certificates of achievement and awards for outstanding service. In every case, the seal should remind us of our

educational priorities and stand for honor and rare achievement. The Office of the President and the Office of theRegistrar should only use the Seal. All other uses must be approved by the University Registrar. We ask that whenin doubt, err on the side of caution and do not modify the logo. Simply contact the Office of Institutional Imagefor guidance.


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ONLINE STANDARDSThe Internet is a powerful, global communications forum. Almost any kind of information can be accessedimmediately from virtually anywhere in the world. As the University of La Vernes online presence has grown, it hasbecome increasingly important to establish guides for extending our visual identity to include online publishing.

We believe adherence to ULVs graphic standards is even more critical in online documents than in printed

documents. Printed pieces across campus can generally stand alone, and visual differences between them are lessapparent. However, all of ULVs online information is essentially grouped into one place, readily available forimmediate access. Here, visual difference between pages can be shockingly apparent. Therefore, when you create

web pages, we ask that you not only follow the graphic standards, but also pay attention to what others on campusare doing. We want to achieve a universal online image for the University of La Verne. If you have specific questionsabout online standards please contact University Web Master at (909) 593-3511 Ext. 4233.

When optimizing a logo for online utility, use a .jpg or .gif format. Be aware that there may be a slight shift in colorvalues. This is moderately acceptable, however please exercise caution and discretion. An example of a commonproblem is the orange in the logo will become yellow as illustrated below.

WORLD WIDE WEB PAGES

The University of La Verne logo must appear at a minimum 1 wide in the vertical format. This format isequal to 72 pixels at the base. Usage of pixelated copies of the logo is rendered as being non-compliant tothe graphic standard. Refer to the illustration below for proper usage.

The University of La Verne logo must appear 3 inches wide in the horizontal format. This format is equal to 216pixels. Refer to the illustration below for proper usage.


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The University of La Verne logo may not be modified, dissected, or have its essence incorporated in the web sitedesign. The logo must remain intact. For example, do not take the Founders Hall doors and use them as an icon.

The University of La Verne logo, when present online, must appear lucid and clean. As shown in the illustrationbelow, there can be no jagged edges and curves, and text must be rendered smoothly.


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STATIONERY

LETTERHEAD

The University of La Verne official letterhead is designed to offer flexibility while maintaining consistency.The format offers flexibility by allowing you to identify the name of your department or program at the top of

the letterhead and your college at the bottom of the letterhead.

BUSINESS CARDS

Like the letterhead, our business cards follow stationery guidelines implemented by the University. Theformat offers flexibility by allowing you to include as much or as little information as your prefer with the fieldsprovided. The style is preset.

Letterhead, business cards and other stationery needs can be ordered and printed by ULV Graphics. Contact ULVGraphics at (909) 593-3511, Ext. 4529.

PUBLICATIONS

We hope that you are now familiar with our new and exciting institutional image. The following guidelines willhelp you to use the logo and logotype in an appropriate and effective fashion on all of your published materials,including brochures, newsletters, advertising and other printed collateral. By adhering to these guidelines we canachieve the best possible image for the University of La Verne.

ADVERTISING

Advertising serves many purposes and reaches a diverse group of audiences. The University of La Verne signatureand logo must appear on all print media. We asked that all of your ads be reviewed by the Office of InstitutionalImage prior to inserting into the publication of your choice. In the APPENDIXsection of the Identity Style Manualthere are examples of ads that have been approved by the Office of Institutional Image. ULV Graphics can assist

you with the creation and design of your ad. Contact them at (909) 593-3511, Ext. 4529.

BROCHURES

We encourage you to be creative with designing your official brochures. The University of La Verne signature, logoand positioning stetement must appear on the cover of the brochure with sufficient prominence.

POWERPOINTPRESENTATION TEMPLATE

As we continue in our efforts to be precise and persistent in delivering the University of La Verne message to bothour internal and external constituencies, we have developed a PowerPoint Presentation template to help brandour logo and enhance our image. The PowerPoint Presentation template can be easily downloaded from the Officeof Institutional Image web page at www.ulv.edu/image/powerpoint.


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STATIONERY(CONTINUED)

PREPRINTED TEMPLATES

We have a variety of preprinted four-color, 8-1/2 x 11 glossy templates to be creatively used for such things as

flyers, newsletters, announcements, and agendas. The preprinted templates have a variety of themes that includebusiness, education, law and candid campus photos. Another great feature about the preprinted templates isthat you can use the reverse side to print information. The preprinted templates can be printed through youroffice copier, deskjet and laser printers.

NEWSLETTERS

The University of La Verne signature, logo and positioning statement should appear on the front cover of yournewsletter.

NEWS RELEASESThe University of La Verne Public Relations Department is responsible for all news releases. If you have a newsrelease, please contact the Public Relations Director at (909) 593-3511, Ext. 4688.


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CONTACTROSTER

ROBERT BEEBEAssistant Director

Facilities ManagementUniversity of La Verne1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

SEAN CARLSONGraphic DesignULV Graphics2284 First StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

RUSSELL EVANSPublic Relations ManagerUniversity RelationsUniversity of La Verne1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. 4687

[email protected]

RAFFI ZINZALIANSales ManagerULV Graphics2284 First StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

CHARLES BENTLEYPublic Relations Director

University RelationsUniversity of La Verne1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

WILLIAM DARITYSports Information DirectorAssistant Track CoachUniversity of La Verne1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

YVETTE UNDERDUE MURPHOffice of Institutional ImageDirector of Articulation and

Institutional ImageUniversity of La Verne1950 Third StreetWoody Hall

La Verne, CA 91750(909) 593-3511 Ext. [email protected]

SCOTT BETANCOURTAssistant University Web Master

University of La VerneCampus East1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

MARILYN DAVIESUniversity RegistrarUniversity of La VerneWoody Hall1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. [email protected]

JASON SMITHUniversity Web MasterUniversity of La VerneCampus East1950 Third StreetLa Verne, CA 91750(909) 593-3511 Ext. 4233

[email protected]


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MBA Your Best Investment

COLLEGE OF BUSINESS

& PUBLIC MANAGEMENT

K n o w l e d g e S e r v i c e V i s i o n

High Quality Accelerated MBA Programs Nine Concentrations Including:

Accounting Finance Information Technology International Business Management and Leadership Marketing Supply Chain Management Managed Care Health Service Management

Flexible Schedules and Small Classes Choose Online MBA, On the Ground

or Combination of Both

New Opportunities Are Waiting For You

COLLEGE OF BUSINESS & PUBLIC MANAGEMENT*University of La Verne

909.593.3511, Ex. 4058 or 4819 E-mail: [email protected]

*2002 Exporter of the Year Award

EXAMPLES OF APPROVED ADVERTISEMENTS

Illustrated below are examples of advertisements that have been approved by the Office of Institutional Image. ULVGraphics can assist you with the creation and design of your ad. Contact them at (909) 593-3511, Ext. 4529.

APPENDIX

Celebrating more than 100 years of excellence in teacher education.

Teaching Credential

Special Emphasis

School Counseling

CLAD Certificate

Child Development

Special Education

Child Life Specialist

Reading COLLEGE OFEDUCATION AND ORGANIZATIONAL LEADERSHIP

University of La Verne1950 Third Street La Verne, CA 91750

909.593.3511, Ex. 4626www.ulv.edu/education

PROGRAMS FOR EDUCATION PROFESSIONALS

Knowledge Service Vision

University of La Verne

GRADUATE PSYCHOLOGY

PROGRAMS

Psy. D. Program in

Clinical-Community Psychology

Accredited by the American Psychological Association Meets California Psychologist Licensure requirements Application deadline is January 15, 2004 For additional information visit the Program home page

at www.ulv.edu/~psych For questions and arrangements to visit the campus

contact (909) 593-3511, Extension 4179

M.S. Programs in Counseling(Celebrating Thirtieth Anniversary!)

A. Marriage Family Therapy (MFT) Meets Board of Behavioral Science academic

requirements for MFT licensure in California

B. Concentrations General Counseling Higher Education Counseling

Application Deadlines for M.S. Counseling Programs are:December 1, for Spring semester

April 15, Summer semesterJuly 1, Fall semester

For additional information visit the Program home pageat www.ulv.edu/counseling

For questions and arrangements to visit the campuscontact (909) 593-3511, Extension 4478

The University of

La Verne provides

Extensive access tolibrary resources

Student and facultydiversity (TheUniversity is aMinority ServingInstitution)

Small class sizeswith interdisciplinaryand professionallyactive faculty

Attractive traditionalcampus with

convenient locationto major freeways.

Counseling Centerfor service andtraining

GRADUATEADMISSIONS ANDACADEMIC SERVICESUniversity of La Verne

1950 Third Street La Verne, CA 91750

909.593.3511, Ext. 4244 or 4503

University of La Verne was founded in 1891.

K n o w l e d g e S e r v i c e V i s i o n

Apply to GraduatePsychology Programs


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APPENDIX

PREPRINTED TEMPLATES

Illustrated below are six versions of the preprinted four-color, 8 12 x 11 glossy templates. The preprintedtemplates can be ordered through ULV Graphics at (909) 593-3511 Ext. 4521.

Template 2

Template 4Template 5 Template 6

Template 3Template 1


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BRANDThe immediate image, emotion or message people experience when they think of the University of La Verne.

BRAND

EQUITY

The value a consumer places on the brand. If it is trusted it will garner positive equity. If it is not credible or trustedthe brand has negative equity. Brand equity is more than intrinsic value placed on the product or service;it encompasses everything that a consumer thinks, feels, and knows about a brand.

BRAND IDENTITYThe way a brand is expressed visually and verbally.

BRAND IMAGEThe way a brand is actually perceived by its customers and constituencies.

BRANDING

The process by which the true character and purpose of the institution is communicated.

FONTA complete assortment of UPPER and lowercase characters of one typeface.

GRAPHIC IDENTITYThe visual look associated with the University of La Verne resulting from the way graphic elements are used onpublications, stationery, signs, merchandise and other items. The more consistently the elements are used, thestronger the recognition of the name and image of the institution.

GRAPHIC IDENTITYSYSTEMA family of marks, typefaces, and colors used in a consistent fashion by the University of La Verne to identify itselfand build brand recognition among its constituencies. The graphic identity system plays an important role inshaping the institutional image through its promotional and communications materials, as well as by weaving thiselement into the physical experience of the campus, its events and presentations.

INSTITUTIONAL IMAGESimply stated, our image is determined by the various perceptions of University of La Verne held by ourconstituents and audiences. Our audiences or customers determine our image in the marketplace. Theirperceptions or impressions are shaped by a variety of factors that include:

(a) the quality of the University of La Verne product as they understand it; (b) the way theyexperience University of La Verne through a campus visit, at a prospective student recruitment event,

a telephone conversation, a brochure, a visit to our web site; (c) the way they are treated byUniversity of La Vernes faculty, staff and representatives; (d) what they see that represents Universityof La Verne, whether the grounds themselves, our signs, our promotional materials, our products;and (e) what they hear or read about University of La Verne in newspapers, promotional materials,and our official web site.

INTEGRATED IMAGEA brand identity program that brings unity to brands subunits, products, or sub-brands while at the same timeallowing each to maintain elements of individuality.

GLOSSARY OF TERMS


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LOGOA stylized symbol. The symbol that identifies the University of La Verne as an institution.

LOGOTYPEThe name of University of La Verne set in a specified typeface and style.

POSITIONIt is very similar to a brand. It is where our target audiences place the University of La Verne in their minds andthe words they use to describe the institution.

POSITIONING - COMPETITIVE POSITIONINGPosition is the act of building a valued and preferred position in the minds of our target audience. Competitivepositioning is the way University of La Verne develops and communicates powerful and meaningful differencesbetween our educational offerings and those of our competition.

SEALThe University of La Verne seal is an official, trademarked symbol of academic excellence.

SIGNATUREIt is a specified configuration of the logo and the logotype.

TRADEMARKA name, symbol, word, phrase or combination thereof, used by an institution or corporation in commerce todistinguish a product or service from those produced or sold by others.

REGISTERED TRADEMARKis a trademark the U.S. Patent and Trademark Office (USPTO) has acceptedand registered for a certain class of goods. Registered trademarks are identified with an . Federalregistration provides additional protection against the remedies for trademark infringement.

INFRINGEMENTmeans unauthorized use of a trademark that belongs to another, or use of a trademark

so similar to that of another as to cause the likelihood of confusion in the minds of the public as tothe source affiliation or sponsorship of the product or service.

WORDMARKIt is University of La Vernes name in a standardized graphic representation to identify the institution.

GLOSSARY FORPRINTING AND PRODUCTION

CAMERAREADY

Mechanical, photographs, and art fully prepared for reproduction according to the technical requirements of theprinting process being used.

COPYAny written material to be used in a printed piece.

PRESS PROOFSA proof made on press using the plates, ink and paper specified for the job. It also serves as a final checkpointbefore the full run of the printing job begins.

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To attain a downloadable copy of this manual and obtain recent updates visit:

www.ulv.edu/image/stylemanual

UNIVERSITY OF LAVERNEOffice of Institutional Image1950 Third Street

La Verne, CA 91750

(909) 593-3511, Ext. 4524

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