USFdesign

2

3

TABLE OF CONTENTSDESCRIPTION OF BRAND IDENTITY 5

DESCRIPTION OF ORGANIZATION 7

LOGOMARK 9

COLOR 13

TYPOGRAPHY 15

IDENTITY APPLICATIONS 17

4

5

BRANDIDENTITYA visual identity is the cornerstone of all communication efforts and represents the image and aspirations of an institution. The focus of a visual identity is usually a symbol or logo. However, an identity system is much more than the utilization of a symbol or logo. A comprehensive visual identity system is the framework for communicating and presenting information logically, clearly and with distinction. It must be applied consistently to convey a single, clear message.

A visual identity, consistently applied, serves as an external visual representation of an organization. It gives the public an indication of the organization’s standards of quality and also provides an internal source of pride and morale. It is important that a consistency of presentation be maintained and that standardsbe set to ensure the highest quality possible.

Visual identity is the sum of all the visual impressions associated with USFSP Design’s name. A clear message and visual image highlight

the fact that the USFSP Design is a complex, but unified organization.

The standards and guidelines presented in this manual have firm institutional support. Embracing and following these standards and guidelines is advantageous to the entire USFSP community. Adher-ence to the visual identity standards will support USFSP’s vision and mission, and strengthen its institutional image and marketing strategy for communicating with its many constituencies.

Individuals and groups responsible for overseeing execution of publica-tions and other visual representa-tions of the University of South Florida St. Petersburg will want to be familiar with this Visual Identity and Graphics Standards Manual and make it available to their staff members.

6

“AN IMAGE IS NOT SIMPLY A TRADEMARK, A DESIGN, A SLOGANOR AN EASILY REMEMBERED PICTURE. IT IS A STUDIOUSLY CRAFTED PERSONALITY PROFILE OF AN INDIVIDUAL, INSTITUTION, CORPORATION, PRODUCT OR SERVICE.”

-DANIEL J. BOORSTIN

7

ABOUTUSF DESIGNVISIONThe vision for the graphic design program at USFSP is to explore typogra-phy, motion graphics, poster design, production and other areas to help push students to be the best and attain their goals.

MISSIONThe USFSP school of Graphic Design is a family dedicated to ongoing learning in the field of design and is committed to promoting and improv-ing the knowledge of all aspects of design. With an all-inclusive 5-year major program we as instill business values through the use of courses and programs. The school develops and coordinates its curriculum to promote outstanding training to the highest standards of graphic design. We imple-ment hands on approaches that enhance skills and constantly improve our student’s life-long goals.

ATTRIBUTESDifficultHands OnFast PacedInformativeFirst in the StateResourcefulEducationalFamily

VALUESUSFSP instills values and design morals that other schools do not which will help set us apart from others and let the students know they are getting the best they can get. We provide a fast paced quality education in a competitive and tight-knit environment. The program is tiny but fits within a bigger

8

university giving students the complete feel of college while still maintaining our mission. Our students have gone on to get jobs in all areas big and small. The benefit of working in such a small group allows our graduates to understand how important it is to maintain close-knit relationships with their clients.

LANGUAGEAs a brand we want to appear clean, streamlined (fast), and intelligent. The verbiage included in this catalog are good examples and items associated with our brand and how things should be worded. This is done in order to main-tain the kind of identity we are aiming to achieve. “Motivated”, and “Clever” are good examples of how to use words associated with our brand properly. We want people to understand the meaning behind our madness and realize what we do. We want to remain simple and inviting yet leave you wanting to know more about the program.

This manual is very direct and to the point, the writing style is a bit more harsh and straight forward than the approach we would take when writing a catalog or to interested applicants. Use your head.

COMPETITIONRingling, SPC, and other Design programs in Florida. All of these are considered to be competitors due to their location and curriculum. Our program is unique because of its small class sizes and hands on teaching methods.

BENEFITSThe USFSP design program stands for competitive and unique design. We believe that everyone has the ability to be great and we strive to bring that greatness out. Our students will be hardworking, ethical, punctual, and will become leaders in whatever they choose to pursue.

AUDIENCEThe primary audience for the USFSP design program would be hard working, art/design associated individuals that are graduating of high school all over the country. Other audiences that our program might interest are people that are generally interested and looking to pursue careers in art. Stakeholders would be the alumni, the students, the community, and parents.

9

THE LOGOMARKThe USFSP Graphic Design logo was a carefully created combination of text and image. The colors and proportions of the logos must not be altered. Consistent use of the logo builds recognition over time. These pages show approved colors and orientation of the master logo.

The logo may be printed in solid black; blind embossed; embossed with black ink; or debossed into wood, metal or glass. CMYK is used when incorporat-ing the six circular shapes or when using with certain typefaces.

WHAT DOES THE LOGO REPRESENT?

The six circles are connotative of speed, and six is the exact number of the word design. The use of these circles implies fast paced and unified move-ment one of the primary goals here at USFSP. The Program in Graphic Design teaches the basics of every area of design in order to produce the best graduates and prepare them for the workforce. Understanding concept, color, form, function, typography and unity makes our students stand out among other graduates from other programs. Because of their understanding in all areas of design, our graduates have gone on to get jobs all over the world. Diversity, along with fast paced and intense curriculum help our students to be the best, these six circles are a representation of that exact idea.

10

WHAT DO THE COLORS REPRESENT?

The colors of the logo are extremely important. Although you can use black and white for the logo, to understand the full concept you must use a color variation. The six colors used are red, orange, yellow, green, blue, and purple. These colors are used almost everyday in life but especially in a graphic designers. The colors represent the adobe suite that you as a designer will use to create all of your images, animations, and websites. First we have the red, which is used for adobe flash. Flash is used to create flash video and web pages. Second we have orange. One of the most important tools graphic designers use is adobe illustrator. Illustrator is exactly what the title says, it is used to created vector based illustrations and logos. Yellow is used in adobe fireworks. Fireworks is an editing program used to create images for the web. Green is connotative of adobe Dreamweaver. Dreamweaver is one of the top programs for coding and developing web pages. Blue is significant of Photoshop. Photoshop was created as a virtual dark room and is used to edit photos. Lastly, we use purple for adobe InDesign. An excellent program for working with type and creating books. When all of these colors come to-gether you can see the diversity among each color. Unity is created by spacing properly and using the correct proportions. The meaning behind the colors is quite literal but some abstract connotations are visible and are essential to the unity of the logos design. Whenever printed in color, the colors should remain exactly the same.

LOGO FORMATTING

LETTERHEADWhen the logo is being applied to letterhead it is important that it remains centered on the top of the page with a half-inch margin.

11

PHOTOSIf the logo is being placed over a photograph it is not to be used with a white box. The image must be able to support the logo as is or it will not be usable.

CROPPINGWhen cropping the logo there can be no more than 50% cropping off the top, bottom, or sides. A perfect example would be the business card. Please refer to the card for proportional cropping regulations. No cropping of the logo in half only around the outside of the logo as a whole. The logo must remain intact at all times and be spaced away from edges proportionally as mentioned above.

cropping too close

cropping off pagevertical orientation

correct

12

ORIENTATIONS/USAGEThe logo can be used in three ways. Logo, logotype, logotype mixed with logo. There is no exception to these three concepts. The non-text elements (circles) can be used in black and white. The word logotype for “design” can be used in color. The orientation must always we read from left to right and the circles must remain horizontal.

UNACCEPTABLE USAGE Color alterations to the logo are prohibited. If the print is in black and white please refer to the color-coding section.

USFdesign

USFdesign

13

COLORCODESCOLOR: RED C: 0 R: 255 H: 358 #ff4f56M: 84 G: 79 S: 69Y: 60 B: 86 B: 100K: 0

COLOR: ORANGEC: 0 R: 255 H:29 #ff9533M: 50 G: 149 S: 80Y: 88 B: 51 B: 100K: 0

COLOR: YELLOWC: 1 R: 252 H: 0 #bebebeM: 21 G: 200 S: 0Y: 85 B: 66 B: 75K: 0

COLOR: GREENC: 41 R: 164 H: 73 #a4bc4fM: 11 G: 188 S: 58Y: 89 B: 79 B: 74K: 0

COLOR: BLUEC: 74 R: 0 H: 202 #0093eaM: 34 G: 147 S: 100Y: 0 B: 234 B: 92K: 0

14

COLOR: PURPLEC: 0 R: 255 H: 333 #ff70b0M: 71 G: 112 S: 560Y: 0 B: 176 B: 100K: 0

For Black and White Usage COLOR: BLACKC: 75 R: 0 H: 333 #000000M: 68 G: 0 S: 0Y: 67 B: 0 B: 0K: 90

COLOR: WHITEC: 0 R: 255 H: 333 #ffffffM: 0 G: 255 S: 0Y: 0 B: 255 B: 100K: 0

15

TYPO-GRAPHYThe primary typeface is Avant Garde Gothic Pro Extra Light. The word USF is written in Extra light as well as the all of the headers for most documents. Avant Garde Bold is used for quotes and very important information. The type choice for the circular letters is Whitney Index Black and you are to use Round Bold. All body copy is made using Caslon.

Acceptable Solutions

In the event that these typefaces are not available for use (web), acceptable solutions would be Times New Roman for the body copy or Goudy Old Style. Helvetica extra light and bold would be equivalent for the school text and header text. Museo Slab is to be used for the logotype. DO NOT RESORT TO THIS UNLESS YOU ABSOLUTELY MUST.

16

AVANT GARDE EXTRA LIGHTAVANT GARDE BOLD

Caslon CASLONWHITNEY INDEX BLACK

17

IDENTITYAPP.LETTERHEADThe letterhead should be designed simply with Avant Garde headings and Caslon Body copy. The logo is to be centered on the top of the page and not cropped. An example of the letterhead can be seen below.

ENVELOPESEnvelopes are designed with a minimalistic touch. Avant Garde headings throughout the whole item. Once again, the logo is to be centered with the rest of the text but this time it is in the top right and not center of the item.

18

BUSINESS CARDSBusiness cards are designed with Avant Garde for the main text. The logo is separated from the copy by a vertical line. The logo is to be centered on the card with left justification. The back of the card includes the color logo with-out text, it is to be sport varnished. An example of the card can be seen below.

EMAILS/NEWSLETTERS

19

Emails and newsletters should follow the same guideline as handouts and letterheads. For more examples refer to pages 10 and 17.

MARKETING MATERIALSWhen creating an image for the design program it must reflect the identities that the brand has established over time. It must incorporate the colors of the brand as well as show some type of information about where someone can acquire more knowledge about the program. A good example of an advertise-ment or poster can be seen below.

20

EXTRA ITEMSPACKAGINGPackaging is minimalistic, simply logo placed on the sides of the package. An example would be the macbook pro box you recieve when purchasing your computer.

T-SHIRTShirts may incorporate the colors and logo. Logo may not be altered.