EVMS-12745-logo standards:Layout 1 - Eastern Virginia Medical ...

BRAND IDENTITY GUIDELINESrevised october 2011Essential guidelinesto help you communicatethe EVMS brand.REV 10.31.11

introductionOffice of Marketing& Communications757.446.7070The Office of Marketing &Communications supports andadvances the goals of Eastern VirginiaMedical School by promoting theschool’s brand, fostering a sense ofcommunity, and generating mediacoverage that will strengthen the imageand reputation of EVMS.Creative Services in the Office ofCommunications provides knowledgeand expertise to guide the EVMScommunity in the creation of marketingand communications collateral, rangingfrom printed materials to web sites anddigital media.Vincent RhodesDirector of Marketing & CommunicationsRhodesVA@evms.eduDoug GardnerDirector of NewsGardneDA@evms.eduDan ShumanAccount ExecutiveShumanDL@evms.eduAnnie PannoAccount ExecutivePannoAF@evms.eduJennifer FrancisAccount ExecutiveFranciJA@evms.eduJoy EllinorArt DirectorEllinoJH@evms.eduJohn ComerfordArt DirectorComerfJR@evms.eduKim LewandowskiWeb Technologies ManagerLewandAK@evms.eduNatalie SemmlerWeb Technologies SpecialistSemmleNR@evms.eduCraig KimberleyMedia Manager, VideoKimberC@evms.eduThe EVMS Brand Identity Guidelines are a comprehensive tool for anyonedesigning, printing or producing communication materials. With your help,we can ensure that all communication from our institution is integrated andconsistent, making each individual component, as well as our marketing efforts asa whole, stronger and more effective.The EVMS Brand Identity Guidelines provide details about the messaging,creative elements and design specifications that form Eastern Virginia MedicalSchool’s brand identity. These graphic standards have been created with a greatdeal of flexibility to address the complexities of EVMS, while providing a highdegree of consistency and quality.What Are the Benefits of Branding?Greater awareness of EVMS, its mission and its valuesIncreased support from private and government sourcesDifferentiation from competing medical schoolsEnhanced ability to succeed in reaching target audiencesImproved institutional credibilityWhy Are Brand Guidelines Important?Eastern Virginia Medical School is comprised of a wide spectrum of people,programs, departments and centers, each with unique qualities but all workingtoward a common goal. The strongest, most recognizable brand that anyEVMS department, program or research center can project is the brand ofEastern Virginia Medical School. Our brand identity reflects our commitmentto excellence, our goals and the values that represent the core of this institution.Correct and consistent use of the brand identity unifies the diverse array ofEVMS activities, achievements and audiences, and builds a stronger reputationfor Eastern Virginia Medical School as a whole.Our commitment to excellence in design will represent our commitment toquality in all other respects. When the graphic system is fully implemented, theidentity will consistently distinguish all EVMS publications and advertising —all print, electronic and audio/visual materials. This brand identity will providevisual unity to our expansive and diverse EVMS community.REV 10.31.11EVMS Logo Standards Effective October 2019 2

The logoThe logo is the main visual brand identifierof EVMS and must be displayed on thefront of all materials. Examples include:ALL PRINT ADVERTISINGAND COLLATERAL MATERIALBUSINESS CARDSLETTERHEAD,FORMS, CHECKSTRADE SHOW SIGNAGENAME TAGSPMS 8223METALLICSPOT COLOR ONLYON COATED PAPER.DO NOT CONVERT TO4-COLOR PROCESS.PMS 634 USPOT COLOR ONLY ONUNCOATED PAPER.DO NOT CONVERT TO4-COLOR PROCESS.TABLE TENTSMEETING SIGNAGEPDF-DISTRIBUTED FORMSPRESENTATIONSWEB PagesIMPRINTED PREMIUM ITEMSDo not use anold version ofthe evms logoThe seal is for useby the Office of thePresident only.EMBROIDERYTo maintain consistent quality inthe reproduction of this mark, alwaysuse the electronic art provided atwww.evms.edu/logo. Do not recreatethe logo. Always enlarge and reducethe logo proportionally.NOTE: The logo itself may not be reducedsmaller than 1” in width.For web use, minimum size should be nosmaller than 120 pixels in width.MINIMUM SIZE 1”clear zoneThe clear zone is the protectedarea surrounding the four sides ofthe EVMS logo on all printed andelectronic materials. The tagline isthe only element that may violatethe clear zone.1/2 xx1/2 x1/2 x 1/2 xREV 10.31.11EVMS Logo Standards Effective October 2019 3

logo with taglineEXAMPLES:Pantone 8223METALLIC SPOT COLOREVMS Blue4-COLOR PROCESSlogo color usageThe EVMS logo can be used in Pantone 8223 metallic (one-color on coated paper), Pantone 634U (one-color on uncoated paper),4-color process as defined on page 6 of this guide, black or white. Below are examples of ways to treat the logo on color, black and whitebackgrounds. A white logo should be reversed out of black, or a black logo should be place over white. You may also reverse the white logoout of a photograph or a black field.OPTIMAL WHITE LOGOREVERSED OUT OF SOLIDPantone 8223-METALLICPantone 8223-METALLICOVER WHITEOPTIMAL WHITE LOGOREVERSED OUT OF SOLIDPantone 634 UPantone 634 UOVER WHITEOPTIMAL WHITE LOGOOVER PHOTOGRAPHYOPTIMAL WHITE LOGOREVERSED OUT OF BLACKOPTIMAL BLACK LOGOOVER WHITE PAPERnever add color to logoor modify logo in any way.REV 10.31.11EVMS Logo Standards Effective October 2019 4

sub-brand logosub-brand logoAt EVMS, we use many other names inaddition to the name of the school. Fromdepartments to programs, centers andinstitutes, these entities benefit fromtheir strong association with EasternVirginia Medical School. Additionally, thestrength of each entity helps create astronger reputation for EVMS as a whole.To maximize the strength of all entities,it is important to establish a consistentapproach for using the names together.sub-brand architectureglennan centerfor geriatricsand gerontologythe strelitzdiabetes centerAll department names should be placedbelow the EVMS logo, as depicted tothe right. Program taglines should notbe used. Placement of program, center,and institute names should follow theseguidelines as well, except in instanceswhen space is limited. When such spacingissues are a concern, please contact theOffice of Marketing & Communications at446.7070.school of healthprofessionsjones institutefor reproductivemedicineco-brand logoIf you are associated with a recognizedprogram, institute or center outsideEVMS, the institution’s logo should bepositioned to the right of the EVMS logo,as depicted to the right, with equal visualweight between the two logos. Pleaseaddress any concerns or questions withthe Office of Marketing & Communicationsat 446.7070. Its graphic arts team willbe happy to assist you to achieve properrepresentation of both EVMS and yourassociated institution.co-brand architectureREV 10.31.11EVMS Logo Standards Effective October 2019 5

color palettePRIMARY COLORSThe primary colors for EVMS arePantone 8223 metallic or Pantone 634.Pantone 8223 metallic is to be usedonly with commercial printing on coatedpaper as a spot color. For all otherapplications, use Pantone 634.These colors are to be used for theEVMS logo, tagline and headlines.These colors may also be used as anaccent or for large fields of color.Pantone 8223METALLICspot color only oncoated paperPantone 634 USpot Colorspot color only onuncoated paperEVMS BlueProcessC = 83M = 37Y = 27K = 5EVMS BlueRGBR = 31G = 127B = 156EVMS BlueHex#367c99Pantone 8223 METALLICSPOT COLORPantone 634 USPOT COLORREV 10.31.11EVMS Logo Standards Effective October 2019 6

color palette cont.SECONDARY COLORSThe secondary colors for EVMS arePantone 167, Pantone Warm Gray 10,Pantone 617, and Pantone 311.Pantone 167Spot ColorPantone 167Solid to ProcessC = 10M = 77Y = 100K = 4Pantone 167RGBR = 189G = 79B = 25Pantone 167Hex#cd5932PantoneWarm Gray 10Spot ColorPantoneWarm Gray 10Solid to ProcessC = 0M = 14Y = 28K = 55PantoneWarm Gray 10RGBR = 118G = 106B = 98PantoneWarm Gray 10Hex#776a62Pantone 617Spot ColorPantone 617Solid to ProcessC = 0M = 2Y = 48K = 17Pantone 617RGBR = 198G = 191B = 112Pantone 617Hex#c1bf74Pantone 311Spot ColorPantone 311Solid to ProcessC = 63M = 0Y = 12K = 0Pantone 311RGBR = 51G = 194B = 221Pantone 311Hex#33c2ddPrimary Color Pantone 634 USecondary Color Pantone 167office of marketing & communicationsWWW.EVMS.EDUP.O. Box 1980 Norfolk, VA 23501-1980 Phone: 757.446.7070 Fax: 757.446.7451Secondary Color Pantone 311Teaching. Discovering. Caring.REV 10.31.11EVMS Logo Standards Effective October 2019 7

color palette cont.ACCENT COLORSThe accent colors for EVMS arePantone 167 at 70% screen, Pantone 546,Pantone 617 at 50% screen andPantone 311 at 10% screen.The screen percentage may vary wherenecessary when used as a backgroundcolor. The percentages seen here howeverare the recommended color choice for thebrand.Pantone 16770% TintSpot ColorPantone 16770% TintSolid to ProcessC = 0M = 42Y = 70K = 12Pantone 16770% TintRGBR = 208G = 154B = 95Pantone 16770% TintHex#d09a5fPantone 546Spot ColorPantone 546Solid to ProcessC = 95M = 9Y = 0K = 83Pantone 546RGBR = 0G = 51B = 77Pantone 546Hex#00334dPantone 61750% TintSpot ColorPantone 617Solid to ProcessC = 0M = 1Y = 24K = 9Pantone 617RGBR = 227G = 222B = 184Pantone 617Hex#e3dfb8Pantone 31110% TintSpot ColorPantone 311Solid to ProcessC = 1M = 0Y = 1K = 0Pantone 311RGBR = 229G = 249B = 252Pantone 311Hex#e5f9fcAccent Color Pantone 617 - 50% TintTeaching. Discovering. Caring.Primary Color Pantone 8223 METALLICText - Secondary Color Pantone 311Line - Secondary Color Pantone 167REV 10.31.11EVMS Logo Standards Effective October 2019 8

fontsITC FRANKLINGOTHICMEDIUMITC FRANKLINGOTHICDEMI CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzTRADE GOTHICCONDENSED 18ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzTRADE GOTHICCONDENSED 18OBLIQUEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGRANJON SCGRANJON ITALICABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzGRANJONGRANJON BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyzThe body copy of publications (newsletters, brochures, letters, etc.) may be set in another serif typeface, such asGaramond, which is a full-featured font family similar to Granjon and is well suited for body copy.REV 10.31.11EVMS Logo Standards Effective October 2019 9

additional infomodificationsWith the exception of proportionally enlarging or reducing the size, the logo should not bemodified in any way (layout, color, separating the text from the initials, etc.). If you haveany questions or concerns, please contact the Creative Services team.TemplatesTemplates incorporating the official logo and brand identity of Eastern Virginia MedicalSchool are available online at www.evms.edu/logo. Templates are included for:Microsoft Word documents that will allow you to print black-and-whiteor color letterhead or memos from your computerfax pages that can be completed by hand or using MS Wordseveral options for MS PowerPoint presentationsbrochuresflierssignsassistancePlease note that the Creative Services staff in the Office of Marketing & Communicationsis available to assist you in applying these logo standards or designing any materials youmight need. Contact them at 757.446.7070.REV 10.31.11EVMS Logo Standards Effective October 2019 10