IDENTITY MANUAL - Hastings College of the Law

IDENTITY MANUAL

introduction 

introduction 

university of California Hastings College of the law is a world-class law school in 

San Francisco that offers an exceptional education in an intellectually stimulating 

environment for motivated students who seek to make a difference in their 

communities and around the globe. 

as it seeks to share this distinctive experience with the rest of the world, it is 

important that u.C. Hastings be consistent in its message and identity in all 

communications. 

this identity standards manual is intended to help communicate the rules and 

guidelines of that message. Consistent application of these standards over time 

will benefit u.C. Hastings through improved awareness, recognition, and 

professional appearance. 

uniVeRSity OF CaliFORnia HaStingS COllege OF tHe laW identity manual - page 2

LoGo idEntitY 

u.c. HAStinGS LoGo 

the offcial u.C. Hastings identity is a logo consisting of a customized mark and 

type. the exact arrangement and proportion must not be altered in any way from 

the example shown unless otherwise outlined within this manual. use only artwork 

provided on the enclosed Cd-ROm. 

in certain circumstances, the identity logomark may be separated from the logotype. 

allowable examples would be space limitations and using the logomark as a graphic 

element. all other guidelines outlined in the manual still apply, like color, size, and 

clear space. Questions or guidance regarding this treatment should be directed to 

communications@uchastings.edu. 

logomark 

logotype 

coLor rEProduction 

the primary u.C. Hastings logo colors are pantOne 286 and 131. Consistent use of 

these colors builds brand recognition and must not be altered unless otherwise 

shown in this manual. 

When reproduced in color, the logomark must use the pantOne, CmyK, or 

Web color equivalents shown. the logomark can also be reproduced in 

pantOne 286, black & white, greyscale, and in white reversed out of a dark color. 

Variations of all logos are provided on the enclosed Cd-ROm. 

PANTONE 286 PANTONE 131 GREY BLACK 

C: 100 C: 0 C: 0 C: 0 

M: 66 M: 32 M: 0 M: 0 

Y: 0 Y: 100 Y: 0 Y: 0 

K: 2 K: 9 K: 50 K: 100 

#0039a6 #d28e00 #808080 #000000 


corrEct uSAGE 

tAGLinE 

use the tagline logomark primarily for sales and advertising materials. the tagline 

“Bringing life to law” creates a visual manifestation of the brand that can then be 

leveraged across all marketing efforts. When used with the logo, color and clear 

space guidelines outlined in this manual still apply. 

the tagline can also be used independent of the logo in a variety of colors 

outlined in this manual. use only artwork and/or font “longhand” provided on 

the enclosed Cd-ROm. 

greyscale 1 color (pantOne 286) Reversed (White) 

SiZE 

the logomarks may be enlarged or reduced in size as required. the minimum size 

of any mark is often determined by the method of reproduction or fabrication. 

the logo minimum size, using optimal reproduction methods, can be measured by 

the height of the “H” and yellow dividing line at 1/8." the tagline minimum size can 

be measured by the height of “B” and “g” at 1/8." 

1/8" 

1/8" 

using less than optimal reproduction methods, the logomark should only be used 

at a size that does not compromise quality and legibility. 

cLEAr SPAcE 

For the logomark to communicate effectively, it should not be crowded or 

overwhelmed by other elements. “Clear space” refers to the area surrounding the 

mark that should be kept free from visual distraction. no graphic element or text 

of any kind should be placed within this clear space unless otherwise shown in this 

manual. the recommended clear space is equal to the letter “H” in Hastings of the 

logotype (X = height of letter H) as shown. 

x 

x 


MArK intEGritY 

non-APProVEd uSAGE 

Consistent and proper usage of the logomark 

is essential for ensuring the desired perception 

of u.C. Hastings. 

Several examples of incorrect usage are 

shown on this page but are not complete. 

if you are faced with using the logomark 

in an application that you find questionable 

or not included in this manual, please contact 

commuications@uchastings.edu. 

MArK intEGritY 

the integrity of the u.C. Hastings brand 

diminishes when the logomarks are 

incorrectly applied. unauthorized versions and 

unacceptable usage of the logomark place 

their legal protection at risk. any variation or 

alteration, however small, is unacceptable. 

dO nOt change the colors. 

dO nOt change the color of separate 

components of the mark. 

dO nOt outline any part of the mark. 

dO nOt use a white border to outline the mark 

on dark backgrounds. 

dO nOt rearrange, eliminate, or use the 

components separately unless otherwise noted 

in this manual. 

dO nOt distort the mark or scale it 

disproportionately. 

dO nOt rotate the mark. 

Text or images should not come this 

close to the logo. Text or images 

should not come this close to the 

logo.Text or images should not 

come this close to the logo. 

dO nOt violate the clear space with text, 

images, or any other element. 

dO nOt fill the mark with a photograph or any 

other pattern or texture. 

Text or images should not come this close to the logo. Text or 

images should not come this close to the logo.Text or images 

should not come this close to the logo. 


coLorS And uSAGE 

PriMArY coLorS 

u.C. Hastings’ primary colors consist of warm 

and cool tones. these colors are to be used on 

all materials both internal and external. they 

can be used together or as individual accents. 

tints of all primary colors are allowable. 

PANTONE 286 

PANTONE 131 

PANTONE 7427 

BLACK 

C: 100 

M: 66 

Y: 0 

K: 2 

C: 0 

M: 32 

Y: 100 

K: 9 

C: 0 

M: 100 

Y: 65 

K: 69 

C: 0 

M: 0 

Y: 0 

K: 100 

#0039a6 

#d28e00 

#9c132e 

#000000 

SEcondArY coLorS 

the selected palette is comprised of a 

range of tones that are drawn from the 

primary u.C. Hastings colors. this palette allows 

the addition of secondary colors to enrich 

PANTONE 546 

C: 95 

M: 9 

Y: 0 

K: 83 

PANTONE 471 

C: 0 

M: 59 

Y: 100 

K: 18 

PANTONE 5415 

C: 42 

M: 8 

Y: 0 

K: 40 

PANTONE 7502 

C: 0 

M: 8 

Y: 35 

K: 10 

the university as a whole both locally 

and globally. tints of all secondary 

colors are allowable. 

#00323c 

PANTONE 314 PANTONE 5747 PANTONE 222 GREY 

C: 100 C: 32 C: 0 C: 0 

M: 0 M: 0 M: 100 M: 0 

Y: 9 Y: 100 Y: 10 Y: 0 

K: 30 K: 79 K: 59 K: 50 

#5f9baf #3f4519 #6d1a42 #808080 

THE COLORS SHOWN ON THIS AND OTHER PAGES WITHIN THIS MANUAL 

SHOULD NOT BE USED FOR COLOR MATCHING. USE ACTUAL COLOR CHIPS 

OR USE REFERENCE NUMBERS ABOVE FOR ACCURATE COLOR MATCHING. 

®PANTONE IS A REGISTERED TRADEMARK OF PANTONE, INC. 

note: 

there are many factors that can influence 

accurate color reproduction. these include 

paper stock, ink coverage, line screen, and 

various processes from different printers. For 

optimal results, work with your printer to match 

the colors indicated in these guidelines. also 

use the appropriate color chips for matching 

purposes when reproducing these colors on 

other media such as fabric, plastic, paint, etc. 


tYPEFAcES 

APoLLo 

a b c d e f g h i j k l m n o p q r s t u v w x y z 


1 2 3 4 5 6 7 8 9 0 

APoLLo itALic 



1 2 3 4 5 6 7 8 9 0 

APoLLo SEMiboLd 



1 2 3 4 5 6 7 8 9 0 

PriMArY tYPEFAcES 

the apollo family of typefaces is a classic serif 

font that complements all other fonts and 

eases in readability with long text blocks. 

the avenir family of typefaces provides a simple 

yet modern appeal and helps emphasize the 

forward-thinking qualities of the institution. 

the avenir family is preferred for headline, 

subheads, sidebars, and special copy. the 

apollo family should be used primarily for body 

copy in printed collateral whenever possible. 

AVEnir LiGHt 

A b c D E f g h I j k L M N o p q r s T U v w x Y z 


1 2 3 4 5 6 7 8 9 0 

AVEnir roMAn 



1 2 3 4 5 6 7 8 9 0 

AVEnir MEdiuM 



1 2 3 4 5 6 7 8 9 0 

AVEnir HEAVY 



1 2 3 4 5 6 7 8 9 0 

AVEnir bLAcK 



1 2 3 4 5 6 7 8 9 0 


tYPEFAcES 

boton LiGHt 



1 2 3 4 5 6 7 8 9 0 

boton rEGuLAr 



1 2 3 4 5 6 7 8 9 0 

boton MEdiuM 



1 2 3 4 5 6 7 8 9 0 

boton boLd 



1 2 3 4 5 6 7 8 9 0 

coMPLEMEntArY tYPEFAcES 

to enhance the dynamic and progressive 

elements of the brand, new complementary 

fonts have been recommended. Other 

complementary typefaces may also be used in 

conjunction with those outlined here. these 

fonts are typically used for headlines, sidebars, 

and call outs. 

Font uSAGE 

these fonts should be used in all literature and 

collateral materials prepared by u.C. Hastings. 

additional licenses/fonts can be ordered from 

myFonts via the internet at www.myfonts.com. 

When purchasing, it is highly recommended 

ordering the Opentype version of the fonts 

when available. this will allow compatibility 

with both macintosh® and Windows®. 

LonGHAnd rEGuLAr 

LonGHAnd boLd 

Please note: longhand does not allow pdF embedding. When creating a pdf for the web, 

select the font and select type > Create Outlines (indesign). this will turn the type to a vector 

image which will then allow the pdF to render the text properly. make sure after the pdF is made 

to perform an edit > undo before saving the document. this will allow for editing. 

GEorGiA 

ALtErnAtE tYPEFAcES 

in cases where the primary typefaces are 

not available, the arial and georgia family 



1 2 3 4 5 6 7 8 9 0 of typefaces may be substituted. the use of 

these alternative typefaces should be limited 

AriAL 

to body copy in general business documents 

and the Web. these alternative typefaces 


should not take the place of the primary 


typefaces when they are used to build the 

1 2 3 4 5 6 7 8 9 0 

brand of u.C. Hastings. 


StAtionErY SYStEM 

StAtionErY 

For a successful university identity, the consistency of all materials is critical, starting 

with the stationery system. it is important to never recreate the stationery system, 

but use the original electronic files or provided pre-printed materials. u.C. Hastings’ 

stationery should be reproduced in 2-colors (pantOne 286 & 131), as specified earlier 

in the color and usage section of this manual. printer files have been included on the 

enclosed Cd-ROm. 

PAPEr StocK 

the recommended paper stock for the 

stationery system is Wausau exact Opaque® 

White. the preferred paper weights for each 

piece are listed below. 

letterhead: 70-lb. text 

envelopes: 24-lb. 

Business cards: 80-lb. cover 


LEttEr GuidELinES 

2-1/4 inches 

University of California 

Hastings College of the Law 

200 McAllister Street 

San Francisco, CA 94102 

415.565.4752 (phone) 

415.621.4859 (fax) 

www.uchastings.edu 

month, date, year 

3/4 inch 

name/title 

address line 

city, state, zip 

dear soandso, 

delis dolorer sum zzril dolobor sed minim ipsum velenibh el iure velit pratuer aesenim dolobor perat. ectet adigna con 

eliquisit ing etue magnis aliquate volor suscidunt nullan hent velesed erat ing elesed tatum velit non et acilit nulputat. ibh er 

secte et ad eros acil ut aliquatum zzrit alit wisse vulla faciduisi erostrud eros acipit lut nosto del irit nullut ut dolor irit, susting 

elit vullandrem illa feugait. 

qui ero odignim iuscip ercipisis nullandio odoloreet praese veliquisis el ut am eugait lum dolore magnim velesequisim auguer 

sequat. ut wisseni smodip ex etuer sisisisit lore consequ atiscip eugait ing enim nullaor periustrud eugue faccum adignibh er 

aut prat. 

ming ex estrud do odit et, si bla facil eriusto od te doluptat in hent dignit prat velis nulla feugue ex ea commy non henim 

quatem er sequisis adit irilit il eugait, consequam zzriureet atet utat. lore commy numsand iametum molorper sequisi. rostie 

feuguer suscin henisl do od modiat. ut iriuscin ercidunt eui tat. duiscil ex ese cortie modiam zzril dolorpero ea facidunt 

iurer alit irillaor augiam, quat. per iniam quisisi. duis nullaor sit lum ad moloboreet laore el inibh ent nummod do enit num 

quismoloreet amet ut lutpat volor iure dit venisi.pat. duisseq uatummy num quatinim il iustin henis nit lorer sent ilit eu 

feuguercipis acil ut wis alismodolent laorem illaore dipit augait wisi ero diam ea feuisi exer sequam, sim quisi tio conulla adiam 

velenim zzriliquat ad dit in velisit, quamet dolor aliquam, consenibh enit alisim volore eros aciliquat. 

senit augiam iriurer ipit nonse faccum iurercilla conse tat la commolo rercipisim autpat. dit, sustisi blaor ipismod te vel enibh 

ercin utatumm odipsuscipis augait dipis nim ex eriure consequ iscillan enim iure dolummodigna at nullandip ea commodionse 

eugait lum ilit la feum ing et dolore feu facin utate conulpu tpatum el dolorero conullutat ut pratumsan ex exer ate molore 

duipsus cilit, vel dolorper sum ea feuguer iure doluptat. 

MARGINS 

Top: 2-1/4 inches 

Bottom: 1/2 inch 

Left: 3/4 inch 

Right: 3/4 inch 

TYPOGRAPHY 

Georgia or Apollo 

FONT SIZE 

9 point, flush left, 

with no hyphenation 

LEADING 

Single or 

space-and-a-half 

ut wisim quam quisis augiate ming et nisl dunt am nulla facillam, sum quam in er alisit utpatin ciduis dipismodipis augue 

duisciliscin heniamcommod dolortio commodigna feugait iril eu facipsustrud ming elis non vulla feugue dolobore eraestionse 

commy nim quat lobore molenisi blam volenibh ea commodo odipis nullaor. 

sincerely, 

firstname, lastname 

title/position 

7 inches 

StAndArd LEttEr ForMAt 

the guidelines written in the above sample letter are for laser printing 

correspondence on the Wausau exact Opaque® White letterhead. 

a microsoft Word® template has been included on the enclosed Cd-ROm. 


EnVELoPE GuidELinES 

1/2" 

3/4" 

1/2" 

3/4" 

LoGo And AddrESS PoSitioninG 

the guidelines written in the above sample letter are for laser printing 

correspondence on the Wausau exact Opaque® White letterhead. 

a microsoft Word® template and printer files have been included on the 



SEcondArY LEttErHEAd 

University of california 

hastings college of the Law 

200 McAllister street 

san francisco, cA 94102 

415.565.4752 (phone) 

415.621.4859 (fax) 

www.uchastings.edu 

alumni association 

area for specific titles of 

associations, departments, 

or programs (if needed). 

SEcondArY LEttErHEAd 

to incorporate associations, departments, 

or programs into the letterhead, specific titles 

are used underneath the logo (if needed). 

printer files have been included on the

IDENTITY MANUAL - Hastings College of the Law

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