IDENTITY MANUAL

INTRODUCTION

I N T RO D U C T I O N

City University provides an accessible education for motivated students who want a world of opportunities. Founded in the city of Seattle in 1973 as City College, the name of the institution was changed to City University in 1982 by action of its Board of Governors. Inuenced in its early organization by the recommendations of the Carnegie Commission Report and the Seattle 2000 Commission, the University was one of the nations rst to address the needs of the working adult. Because CityU offers instruction in nearly twenty locations throughout the States of Washington and Hawaii, the Canadian Provinces of British Columbia and Alberta, Bulgaria, Czech Republic, Greece, Romania, Slovakia, China, and Mexico, it is imperative that the Universitys message and identity are consistent. This identity standards manual is intended to help communicate the rules and guidelines of that message. Consistent application of these standards over time will benet City University through improved awareness, recognition and professional appearance.

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Primary identity

C I TY U N I V E RS I TY OF SEATTLE IDENTITY

The ofcial City University logo is a mark consisting of customized typography and color. The exact arrangement and proportion must no be altered in any way from the example shown unless otherwise outline within this manual. Use only artwork provided on enclosed CD ROM, or download at www.cityu.edu/res_is_logos.htm.
TAG L I N E U S AG E

Use the tagline logomark primarily for sales and advertising materials. The tagline On the Move creates a visual manifestation of the brand that can then be leveraged across all marketing efforts. Use only artwork provided on enclosed CD ROM, or download at www.cityu.edu/res_is_logos.htm.

C O LO R R E P RO D U C TION

The primary CityU logomark colors are PANTONE 195 and 50% of Black. 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 195, black & white, grayscale and in white reversed out of a dark color. Variations of all logomarks are provided on enclosed CD ROM, or download at www.cityu.edu/res_is_logos.htm.

PANTONE 195 C: 0 M: 100 Y: 60 K: 55 #820024

GREY C: 0 M: 0 Y: 0 K: 50 #808080

PANTONE 728 C: 0 M: 21 Y: 48 K: 10 #E6BB83

BLACK C: 0 M: 0 Y: 0 K: 100 #000000

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CORRECT USAGE

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 minimum size, using optimal reproduction methods, can be measured by the height of the C at 1/8. Using less than optimal reproduction methods, the logomark should only be used at a size which does not compromise quality and legibility.
1/8"
PRAGUE, CZECH REPUBLIC

1/8"

C L E A R S PAC E

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 U in the University logomark (X = width of letter U) as shown below.

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CORRECT USAGE

A LT E R N AT E A P P ROVED USAGE

Where space is a premium, the logomark can be utilized as CityU of Seattle as shown. All other guidelines outlined in this manual still apply, like color, size and clear space. In special instances (such as location signage) the CityU logomark can be used as shown. In these instances, this stand-alone treatment must be approved by City University. For further guidance and approval contact University Relations via email at marketing@cityu.edu. Use only artwork provided on enclosed CD ROM, or download at www.cityu.edu/res_is_logos.htm.

Location specific Logo MarKs

Because City University offers worldwide instruction it is imperative that the Universitys name, message and identity are consistent at all locations. The following logomark is an example of usage for City University of Seattle when a specic location is added. All other guidelines outlined in this manual still apply like color, size and clear space. Approved locations are listed on next page. If desired, you may use the country name without the specic city, such as City University of Seattle in China. If your location does not appear, or you desire additional special usage, you will need to contact marketing via email at marketing@cityu.edu. Artwork provided for all CityU locations are on the enclosed CD ROM or can be downloaded at www.cityu.edu/res_is_logos.htm.
PRAGUE, CZECH REPUBLIC PRAGUE, CZECH REPUBLIC

PRAGUE, CZECH REPUBLIC

Location specic identication

PRAGUE, CITY UNIVERSITY IDENTITY STANDARDS MaNUaL CZECH REPUBLIC

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LOCATIONS

C ities & countries W itH in tH e U S

City University of Seattle in Bellevue, Washington City University of Seattle in Bellingham, Washington City University of Seattle in Centralia, Washington City University of Seattle in Everett, Washington City University of Seattle in Honolulu, Hawaii City University of Seattle in Port Angeles, Washington City University of Seattle in Port Hadlock, Washington City University of Seattle in Renton, Washington City University of Seattle in Tacoma, Washington City University of Seattle in Vancouver, Washington
C ities & countries outside U S

City University of Seattle in Calgary, AB City University of Seattle in Edmonton, AB City University of Seattle in Vancouver, BC City University of Seattle in Victoria, BC City University of Seattle in Baja California City University of Seattle in Pravetz, Bulgaria City University of Seattle in Soa, Bulgaria City University of Seattle in Prague, Czech Republic City University of Seattle in Athens, Greece City University of Seattle in Bucharest, Romania City University of Seattle in Bratislava, Slovakia City University of Seattle in Trencin, Slovakia City University of Seattle in Beijing, China
C ountry only

City University of Seattle in Canada City University of Seattle in Mexico City University of Seattle in Bulgaria City University of Seattle in Czech Republic City University of Seattle in Greece City University of Seattle in Romania City University of Seattle in Slovakia City University of Seattle in China

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CO-BRANDING

LOGOMARK USAGE WITH OTHE R B R A N D S

City University frequently partners with outside organizations. When materials are created for these purposes, the prominence of the City University logo should be at least proportionate to its contribution to the partnership, unless directed otherwise. Use a 0.5 point rule to separate the brands and maintain clear space around logomark.

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MARK INTEGRITY

NON-APPROVED USAGE

Consistent and proper usage of the logomark is essential for ensuring the desired perception of City University. Improper usage is confusing and could possibly lead to the eventual loss of copyright. 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 nd questionable or not included in this manual, please contact University Relations via email at marketing@cityu.edu
MAR K INTEGRITY

The integrity of the City University brand diminishes when the logomarks are
PRAGUE, CZECH REPUBLIC

PRAGUE, CZECH REPUBLIC

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 the components, eliminate or use the components separately unless otherwise noted in this manual.

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

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

DO NOT distort the mark or scale it disproportionately. DO NOT rotate mark. DO NOT violate the clear space with text, images, or any other element. DO NOT ll the mark with a photograph or any other pattern or texture.

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TYPEfaces

U nivers Std L igHt

PRIMARY TYPEFACES

A B CDE F G H I J K LNM O P Q RSTUV W X Y Z abcdefghijklnmopqrstuvwxyz 12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )

U nivers Std L igHt O bli Q ue

The Univers Std family of typefaces provide a simple yet modern appeal and helps emphasize the progressive qualities of the University.

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )

U nivers Std Roman

The Garamond Pro family of typefaces is a classic serif font that compliments Univers and eases in readability with long text blocks. The Univers Std family is preferred for headline, subheads and special copy. The Garamond family should be used for body copy in print advertising whenever possible.

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

U nivers Std O bli Que

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

U nivers Std B old

ALTERNATE TYPEFACES

In cases where the primary typefaces are not available, the Arial and Times family of typefaces may be substituted. The use of these alternative typefaces should be limited to body copy in general business documents and the web. These alternative
U nivers Std B old OBLI Q UE

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

typefaces should not take the place of the primary typefaces when they are used to build the brand of City University.

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

Adobe G aramond P ro Regular

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

Adobe G aramond P ro I talic

FONT USAGE

These fonts should be used in all literature and collateral materials prepared by City University. They are included on the enclosed CD ROM and are licensed for up to 5 computers for either Mac or PC. Additional licenses/fonts can be ordered from Adobe via the internet at www. adobe.com or by calling 888-333-6687. Univers Std and Garamond Pro are Opentype fonts, which means they are compatible with both Macintosh and Windows.

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

Adobe G aramond P ro Semibold

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

Adobe G aramond P ro Semibold I talic

ABCDEFGHIJKLNMOPQRSTUVWXYZ abcdefghijklnmopqrstuvwxyz 123456789!@#$%^&*()

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MACINTOSH IS A REGISTERED TRADEMARK OF APPLE, INC. WINDOWS IS A REGISTERED TRADEMARK OF MICROSOFT CORPORATION. ADOBE IS A REGISTERED TRADEMARK OF ADOBE SYSTEMS, INC.

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UNIVERSITY SEAL

USAGE GUIDELINES

Use of the seal should be primarily used for signage, formal and ofcial documents, such as diplomas, legal and ofcial records, transcripts and programs for formal academic ceremonies; and any other legal agreements binding the University. Another approved use is utilizing the seal as a watermark or background graphic. All or portions of the seal may be used in this application. The seal is only to be reproduced with the primary University colors outlined in this manual. Tints of these colors are also acceptable. Gold and/or silver foil stamping is also permitted.

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EDITORIAL STYLE GUIDE

A bbreviations

An integral part of City Universitys brand is consistency of style in its materials. The style for the Universitys printed pieces is based on The Associated Press Stylebook with some exceptions that are unique to CityU. There are many accepted styles for writing and word usage; however, it is important that University materials present a consistent look and message. Therefore, all departments and ofces are requested to follow the style adopted by the University. Following are examples of frequent usage including a few instances in which CityU style varies from AP . For a complete guide to usage, please refer to The AP Stylebook.

- Agencies and organizations are not written with periods. FBI, UN, CIA, NHL, OPEC etc. - Countries are written with periods. U.K., G.B., Fr., Ger. *(Exceptions: USSR and US - United States spelled out it the preferred method)
Associations and O rganizations

Capitalize the full title of associations. Lowercase partial references unless capitalization is required to avoid confusion. - Federal Bureau of Investigation - the bureau
B oard of GOVE R N O RS

Capitalize the governing body; lowercase individual members. Use chair, not chairperson. - John Smith is Chair of the Board of Governors.
C ity University*

The rst reference should always be full name. - First reference should be City University of Seattle. - The University and CityU are preferred for second and third references (always capitalize U when referring to CityU). - CityU is only acceptable in informal usage but should not be used in formal communications.
C apitalization

- Capitalize the proper names of departments, committees, ofces, colleges, schools and divisions. Lowercase courses of study (majors and minors). - Capitalize Commencement, Convocation, Board of Governors, Board Members - Capitalize a persons title only if it is unique to that person. John Smith, Chair of the Business Department John Smith, professor of business - Do not capitalize former, ex- and -elect when used with titles (former is preferred to ex-). former President Taft; ex-President Taft; Governor-elect Jones - Capitalize University when referring to City University.* - Do not capitalize the seasons. - Capitalize Union, Republic and the States when referring to the United States of America, but do not capitalize adjectives such as national and federal. Do not capitalize government, administration, state or nation.
* C ity U specific guidelines

When City University of Seattle is part of body copy, it should appear with proper grammatical spacing as City University of Seattle and not as CityUniversity of Seattle. When using the shorter version of our name in copy, you do no need to space the name as two words. Use CityU and not City U. You may reference the country locations within body copy as City University of Seattle in Prague, Czech Republic and/or CityU of Seattle in Prague, Czech Republic.

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EDITORIAL STYLE GUIDE

C olons and S emicolons

- Place outside of quotation marks when used in a sentence.

C ommas

- Under use rather than overuse commas. - Do not use a comma when only the month and year are named; use a comma when month, day and year are named. January 2003; Jan. 1, 2003 - Do not use a comma before the abbreviations. Jr., Sr. or Inc. - Use a comma before and, for, but, or, yet and so when they connect two independent clauses. - Do not use a comma before the and at the end of a series unless it is needed to avoid confusion.
C onvocation, Convocators

- Capitalize this governing body;* lowercase individual members. The Convocators will meet on Founders Day. John Smith is a convocator.
Dates

- Decades and abbreviations of decades do not have an apostrophe before the s. (the 1980s; the 70s) - The month and year are written without a comma, and the month is spelled out. (February 2003) - Month, day and year are written with a comma, and the month is abbreviated. (Feb. 1, 2003) - In formal invitations, proclamations, citations, correspondence, etc., the month may be spelled out. (February 1, 2003)
Faculty

- If a person holds an earned doctorate, refer to him or her as Dr. or follow the name by a comma and the appropriate degree. Dr. John Smith; John Smith, PhD - Do not use Dr. before the names of individuals who hold only honorary doctorates. - As outline above, CityU academic titles are written without periods.* MD, PhD, MA, MFA, BA etc. - If a faculty member does not have a doctorate, follow that persons name with the appropriate title or use the generic Professor. John Smith, associate professor of art; Professor Smith - Use of after professor, associate professor and assistant professor. John Smith, associate professor of art - Use in after instructor. John Smith, instructor in art

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EDITORIAL STYLE GUIDE

Headlines

- Capitalize all words in headlines except prepositions, conjunctions and articles of fewer than four letters. Capitalize the innitive form of verbs. To Be or Not To Be - The word and is normally spelled out in headlines; however, an ampersand may be used on occasion to express style. - Headlines do not take end punctuation unless an exclamation point or question mark is appropriate.
Internet Terms

- Internet: Capitalize. - Web: Capitalize this derivative of World Wide Web. - E-mail: Hyphenate. - Online: Use as one word in all cases for the computer connection term.
R aces and Nationalities

- Capitalize terms that refer to countries or areas of the world. Hispanic, Latin, African-American, Semite - Lowercase words that are primarily descriptive in origin. black, white
StateS

- Use postal abbreviations (CA, NE, WA) only in an address. - When the name of a state is used with the name of a city, use the AP abbreviation (Calif., Neb., Wash.). - When the state is used in a sentence with no reference to a city, spell it out.
T ime

- Use gures except for noon and midnight. - Use a colon to separate hours from minutes and lowercase a.m. and p.m. 11 a.m.; 3:30 p.m. - Use noon or 12 p.m., but not both. - Avoid redundancies. - 10 a.m. today, not 10 a.m. this morning

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COLORS AND USAGE

PRIMARY COLORS

The Universitys primary colors consist of warm and condent 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 195 C: 0 M: 100 Y: 60 K: 55 #820024 GREY C: 0 M: 0 Y: 0 K: 50 #808080 PANTONE 728 C: 0 M: 21 Y: 48 K: 10 #E6BB83 BLACK C: 0 M: 0 Y: 0 K: 100 #000000

SECONDARY COLORS

The selected palette is comprised of a range of tones that are drawn from the primary University colors. This palette allows the addition of secondary colors to
PANTONE 371 C: 0 M: 0 Y: 100 K: 56 #4F6E18 CMYK MIX C: 0 M: 8 Y: 35 K: 10 #E9D3A2 PANTONE 471 C: 0 M: 59 Y: 100 K: 18 #CE7019 PANTONE 5414 C: 42 M: 8 Y: 0 K: 40 #5D87A1

enrich the University as a whole both locally and globally.

Note: There are many factors that can inuence

PANTONE 369 C: 59 M: 0 Y: 100 K: 7 #820024 PANTONE 130 C: 0 M: 30 Y: 100 K: 0 #FDB913 PANTONE 158 C: 0 M: 61 Y: 97 K: 0 #F58025 PANTONE 293 C: 100 M: 57 Y: 0 K: 2 #0067B1

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.

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.

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STATIONERY SYSTEM

www.

.edu

STAT I O N E RY

PAPER STOC K

For a successful university identity the consistency of all materials starting with the stationery system is critical. It is important to never recreate the stationery system, but use the original electronic les or provided pre-printed materials. The City University stationery should be reproduced in 2-colors (PANTONE 195, and 50 percent black), as specied earlier in the color and usage section of this manual.

The recommended paper stock for the stationery system is Classic Crest, Smooth, Avalanche white. Below lists the preferred paper weights for each piece. Letterhead: 70-lb. text Envelopes: 24-lb. Business cards: 80-lb. cover

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LETTER GUIDELINES

2-1/2 inches
www. .edu

MARGINS Top: 2-1/2 inches Bottom: 1 inch Left: 1-1/2 inch Right: 3/4 inch 1-1/2 inch

TYPOGRAPHY Garamond Pro or Times

FONT SIZE 11 point, ush left, with no hyphenation

LEADING Single or space-and-a-half

6.25 inches

STA N DA R D L E TT E R FORMAT

The guidelines written in the above sample letter is for laser printing correspondence on the Classic Crest letterhead. A Microsoft Word template has been included on the enclosed CD ROM.

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ENVELOPE GUIDELINES

3 inches

2 inches

2 inches

3 inches

LO G O A N D A D D R E SS POSITIONING

When possible use pre-printed envelopes provided by City University. When developing an envelope template, the logo and address should be within area shown above. This applies to any size envelope unless otherwise noted within this manual. Envelopes can be printed in black and white or color.

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SUPPORT MATERIALS

SECOND PAGE S H EET

A longer correspondence or additional information may need to be included with the primary letterhead sheet. This sheet is provided as a supplement to the primary letterhead and should only be used as such. Never use the primary letterhead for multiple pages. Utilize the same margins as the primary letterhead. It is recommended using the same paper that is used for the primary letterhead. Artwork provided on enclosed CD ROM.

STANDARD MAILING LABEL

The standard mailing label information must be located in upper left corner. Two or one color applications are acceptable. The University seal is optional, however it is recommended using the seal on all correspondence of ofcial documents, such as diplomas, legal and ofcial records, transcripts and programs for formal academic ceremonies. Black and white or color versions are acceptable.

PRAGUE, CZECH REPUBLIC

LABEL SPECS

Paper: 60-lb. laser label stock

PRAGUE, CZECH REPUBLIC

Size: 4-3/4" x 3-3/8"

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SUPPORT MATERIALS

FOLDED NOTE CARD

A note card is used primarily for personal, yet professional, handwritten external communications. Inside of note card remains blank to utilize for any correspondence.

TRANSCRIPT ENVELOPE

Refer to the envelope guidelines within this manual for proper logo and address positioning. Utilize the seal, as shown, to reinforce the ofcial status of its contents.
SIZE Flat: 4-1/2" x 9" Folded: 4-1/2" x 4.5" PAPER 80-lb. white cover PRINTING INKS 1-Color: PMS195 2-Color: PMS195/Grey

Always print the transcript envelope with the primary colors listed within this manual.

transcripts enclosed

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SUPPORT MATERIALS

CD LABEL

To continue the consistency of the Universitys identity use the primary colors of PANTONE 195 and black/50 percent grey. The following cd-label template is included on the enclosed CD ROM.

FAX COVER S H EET

The fax should be created in black and white only. No grey or colored tones are allowed. Fax template included on the enclosed CD ROM.
Blank area for listing contents of CD ROM.
11900 N.E. First Street, Bellevue, WA 98005 www.cityu.edu

fax
11900 N.E. First Street, Bellevue, WA 98005 | 888.422.4898 | www.cityu.edu

To: Fax: Phone: Re:

CC: From: Pages: Date:

Comments

Urgent

For Review

Please Comment

Please Reply

Please Recycle

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LOCATION SIGNAGE

BUILDING EXTERIOR EXAMPLE

BUILDING EXTERIOR

Signage on a building provides direction to your main facility and front door. These signs can be mounted directly on the building or glass entrances using a variety of methods. Consult with your sign company for installation methods. The size of the sign should be determined by location and visibility. If the buildings color or texture will interfere with the legibility of the logo, then a neutral toned background needs to be added.
BusinessOffice

MONUMENT (ENTRANCE) STR U C T U R E

Entrance or what is commonly known as monument signs, are widely used to announce a universities location from the street. The size of the sign should be determined by location and visibility. The
Bold Univers EXAMPLE IDENTIFICATION

color of the monument sign should be neutral in tone so it does not conict with the legibility of the logo.

3-4"

BusinessOfce
Light Univers

CounselingCenter AdmissionsOfce LibraryServices

SIGNAGE MATERIAL

It is recommended using formed color plastic (PVC or similar product) or brushed

MONUMENT EXTERIOR EXAMPLE

aluminum/stainless steel for larger exterior signage. The logo should be dimensional in shape with square or round faced edges. White or colored vinyl should be used on entrance doors and glass window

Align street address number from top to bottom on side of monument.

Align street address number with the end of Seattle in logomark.

11900

installation. Follow the previously mentioned guidelines regarding colors and clear space for all the above applications.

11900

LIGHTING OPTIONS

There is a wide variety of lighting options available to illuminate the sign. Consult with your sign company to determine what lighting scheme works best.
Center logomark in relationship to the height and width of the largest surface.

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DirectionaL SIGNAGE

COMMENCEMENT

When developing commencement directional signage it is important to use the primary colors along with the mark and ofcial University seal. These elements are most recognized by visitors when attending such an event and reinforces the brand and prestige of the University. Follow the simple framework below when developing such signage.

Example shown: Poly molded plastic sidewalk sign for 22" x 28" inserts.

Location/Direction Area

Message/Image Area

Logo/Identity Area

SPECIAL EVENT (LIMITED US E )

Consistent use of special event or limited use application signage will allow for easy directional trafc ow. Follow the simple framework above when developing such signage. Other secondary colors outlined within the manual are allowed. Note: There is a wide variety of
Example shown: Indoor poster-board signs

signage options. Consult with the University Relations via email at marketing@cityu.edu or sign company to determine what application will work best.

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VEHICLE SIGNAGE

PLACEMENT

To extend the presence of the brand and identity, vehicle signage becomes an important communication tool. Side Applications: To reinforce the nomenclature of CityU the vehicle signage should be placed (when possible) to intersect with the vehicles front door as shown. When this is not possible arrange the signage on the side of the vehicle in a clear and unobstructed area. Use supplied artwork and scale as necessary. Web address is optional. Rear Applications: Placement on the rear of the vehicle should reside above the bumper whenever possible. Place in a clear and unobstructed area for easy viewing of following cars. Use supplied artwork and scale as necessary. Web address is optional.
5" minimum height for rear 10" minimum height for sides

www.cityu.edu
CUT VINYL ARTWORK

Determine the proper color matching with the sign company based on the colors outline in this manual. For a light colored vehicles use the two-color artwork shown. For dark colored vehicles use all white vinyl.

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