BRAND IDENTITY GUIDELINES - University of Virginia Brand Identity Guidelines...DDE IDETIT GIDELIES 3 The purpose of this guide is to provide graphical guidelines for communica-tion

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B R A N D I D E N T I T Y G U I D E L I N E S

DARDEN IDENTIT Y GUIDELINES2

3 Introduction & The Darden Brand

4 Language & Style Guide

5 Letterhead & Business Cards

6 The Darden Logo & Guidelines

8 Print & Electronic Communication Examples

10 Fonts & Color Palettes

12 Darden Website & E-newsletter Fonts/Colors

13 Contact the Communication & Marketing Staff

What’s Inside

DARDEN IDENTIT Y GUIDELINES 3

The purpose of this guide is to provide graphical guidelines for communica-tion at the University of Virginia Darden School of Business. The main elements of the School’s graphic iden-tity consist of a logo, the consistent use of typography and colors. By adher-ing to the standards, we enhance the Darden brand by presenting a consis-tent image to our audiences.

The Office of Communication & Marketing is here to assist you with your communication needs. We can help you determine the best solutions for your projects and, if needed, we can recommend outside designers or agen-cies to complete your project. To help you achieve maximum impact for your project and overall brand consistency, Communication & Marketing will help you review ads, brochures, e-mail campaigns and websites that are exter-nal in nature.

Brand StrategyTogether, we share a mission to improve society to develop principled leaders for the world of practical af-fairs. The opportunities to fulfill this mission have never been greater. We have a consistent message to com-municate: We have recruited the best students and faculty. We have a proven method. We are ready for today’s chal-lenges.

The Darden brand promise — to all stakeholders — is summed up by a single word: Ready.Our graduates and program par-ticipants are ready to serve as high-performing managers and complete leaders — leaders who have functional skills and act analytically, intuitively, ethically and decisively. They are ready to contribute to their organizations and to society. This preparation hap-pens through the world’s best high-engagement learning experience based on three critical elements:Case study method — Our case method of instruction and our inno-vative approach to simulations, team projects and experiential learning bring the complexities of business to life. We challenge students and participants to debate and learn from all perspectives, generate fresh ideas and solve prob-lems.Highly acclaimed faculty — Ranked the best in the world, our faculty puts students first and advances innovative thinking in business. Engaged with practicing managers around the world, faculty members gain invaluable expe-rience and perspective to inform our research and teaching.Tight-knit community — Peers, teammates, faculty, staff and alumni join in an atmosphere of collaboration and community not often found in top business schools.This unique formula shapes people who are ready for anything.

Introduction & The Darden Brand

The Darden brand promise — to all stakeholders — is summed up by a single word: Ready.

Diversity Standards for Marketing and Communications

The Darden School is a thriving and diverse community of students, faculty, professionals and alumni. To leverage Darden’s position in the marketplace and to accurately depict the Darden com-munity and brand, the body of marketing and communication materials created at Darden should reflect the School’s diversity. All marketing and advertising campaigns, brochures, newsletters, pub-lications, webpages and other marketing collateral should show the multiple ages, genders, ethnicities, and cultures, as well as the multiple activities and talents, of the Darden community.

The Darden Office of Communication & Marketing maintains an image library that reflects the diversity of the Darden community, and a budget is available for in-house and freelance photographers. When possible, please use photographs of members of the Darden community instead of stock photography.


The Darden School of Business Office of Communication & Marketing follows the Associated Press Stylebook (apstylebook.com) as its chief reference on questions of editorial style, with certain exceptions. The following guidelines present acceptable style rules to be used when writing news and magazine articles, blog postings, website copy and other texts related to the Darden School of Business. The complete Editorial Style Guide document can be found on the Darden Portal.

University of Virginia: The proper abbreviation for the University of Virginia is U.Va.

Name of the School: The “brand” or “media” name of the school is the University of Virginia Darden School of Business. On first reference please refer to Darden as the University

of Virginia Darden School of Busi-ness. On second reference, state the Darden School of Business or the Darden School.

The work of the centers is extremely important to the school and should be attributed on first reference to the School, using the School’s official brand name. And example: Univer-sity of Virginia Darden School of Business Center for Global Initia-tives. Upon second reference, Second reference: the Darden Center for Global Initiatives.

Darden alumni: Please refer to alumni as: Bob Smith (MBA ’98) MBA degree Bobbie Jones (EMBA ’09) MBA for Executives Barbara Wahoo (GEMBA ’13) Global MBA for Executives

Language & Style Guide

E-MAIL SIGNATURES* Your NameYour Title/ProgramDarden School of BusinessUniversity of VirginiaP.O. Box 6550, Charlottesville, Virginia 22906 USAShipping: 100 Darden Boulevard, 22903+1-434-924-1060 ● Fax +1-434-924-4724youremail@darden.virginia.eduwww.darden.virginia.edu

*Use department-specific P.O. Boxes

Rules for Readable Text

Use only one space at the end of a sen-tence and after colons.

Avoid underlining text except where indicating a hyperlink. Use italics or bold face for emphasis or headings.

The complete editorial style guide can be found on the Darden Portal:http://mbaportal.darden.virginia.edu/CommMkt/PublicUse/Forms/AllItems.aspx

Contact Valerie Harness, web and social media manager, at [email protected] to obtain a logo graphic for your email signature. Note that images are attachments, and may not be visible on mobile devices.


P. O. Box 6550Charlottesville, Virginia 22906-6550 U.S.A.+1-434-924-7481 • Fax: +1-434-924-1451 Shipping: 100 Darden Boulevard, [email protected]

Robert F. BrunerDeanCharles C. Abbott Professor of Business AdministrationDistinguished Professor of Business Administration

Contact Ross Bradley, graphic designer, at [email protected] to order special-ity stationery items or for questions about the online ordering system.

Letterhead & Business Cards

Letterhead Format

Darden letterhead and business cards are based on an approved, uniform template. Addresses and phone numbers should be shown as below:

P.O. Box XXXX (use department specific P.O. Box) Charlottesville, Virginia 22906-XXXX USA Shipping: 100 Darden Boulevard, 22903 +1-434-924-3900 • Fax: +1-434-243-2332

All phone numbers (with the exception of toll-free numbers) should include the +1 United States country code.

Envelopes: Please consult with Com-munication & Marketing on envelope orders to ensure postal compliance.

URLs: www.darden.virginia.edu (letterhead and electonic communications)darden.virginia.edu (print marketing materials)

Business cards, letterhead and enve-lopes may be ordered online using U.Va. Printing and Copying’s online order form.

Instructions can be found on the Communication & Marketing page on the Darden Portal.

P. O. Box 6550Charlottesville, Virginia 22906-6550 U.S.A.Shipping: 100 Darden Boulevard, 22903+1-434-924-7481 • Fax: [email protected]

Robert F. BrunerDeanCharles C. Abbott Professor of Business AdministrationDistinguished Professor of Business Administration

Business Card Format


The Darden logo is the single strongest visual element used to promote our brand. Therefore, it must be used consistently and correctly in order to effectively build awareness and to reinforce our identity’s legal protection. The logo must be applied in accordance with the following standards and guidelines to ensure maximum consistency and visibility are achieved with every application.

Who may use the logo? Only Darden faculty, staff and authorized student organizations may use the logo. Individual students are not permitted to use the logo without prior permis-sion from the Office of Communication & Marketing.

Can I create a secondary logo for my department? In order to maintain a consistently branded image, the Darden logo is the only authorized logo representing any department affiliated with the School. Indi-vidual departments may not create independent logos to be used in place of the Darden logo. (The exception being Darden Business Publishing.) The research centers, departments and student clubs are indicated by the use of a third line in the logo.

Why can’t I use logos pulled from the web? Images viewed on screen are low resolution — 72 pixels per inch (ppi) — and will appear blurry if used for printing, which requires a ppi of 300 or greater. Communication & Marketing must approve all external use of the Darden logo and will ensure that the proper file format is used according to the media type.

Guidelines for Research Centers of Excellence:

Darden’s Office of Communication & Marketing will work with the research Centers of Excellence to create an appropriate, three-tiered logo (tier one — University of Virginia; tier two — Darden School of Business; tier three — re-search Center of Excellence). The work of the centers is extremely important to the school and should be attributed on first reference to the School, using the School’s official brand name. An example: University of Virginia Darden School of Business Center for Global Initiatives. Upon second reference: the Darden Center for Global Initiatives. Care should be taken to adhere to Darden’s type, photographic and color standards.

The Darden Logo

Darden logos can be found on the Darden Portal:http://mbaportal.darden.virginia.edu/CommMkt/PublicUse/Forms/AllItems.aspx


Darden logos can be found on the Darden Portal:http://mbaportal.darden.virginia.edu/CommMkt/PublicUse/Forms/AllItems.aspx

Four renderings of the logo are available: A. Full color (blue and orange) on a white or light background B. Black on a white or light backgroundC. White on a black or dark background D. White and orange on the Darden blue background• The logo is a whole and cannot be broken up into units.• A minimum space of .25 inches must be maintained around the logo.• The mimimum size of the logo is 1.25 inches in width.• Electronic versions of the logo should link only to the Darden

homepage, www.darden.virginia.edu.• Electronic versions of the logo may not appear on external

websites (i.e., other than official Darden sites) without approval from the Office of Communication & Marketing.

DO NOT:• Use any logo with a border, a drop shadow or any

other changes from the approved version • Scan or recreate the logo• Crop the logo or bleed it off the page• Tint or screen the logo or make elements of the logo

different colors from approved color schemes • Tilt or rotate the logo • Use the logo as part of any other logo or modify it in any way• Tint or screen the logo or use the logo as a background element

minimum size=1.25”

Maintain a minimum space of .25” around the

logo

Logo Guidelines

Contact Susan Wormington, art director, at [email protected] for more information, or to request a logo.


ExamplesPrint & Electronic Communications BOOKLETS AND LARGE FORMAT BROCHURES

MBA

MBA for Executives

Global MBA for Executives

When used as a title on a program or publication cover, the name “Darden” should appear in Adobe Caslon small caps as shown above.

2” LOGO

Inside this issueClassroom 160 Named for Prof. Jim Clawson

New Center Focuses on Asset Management

Darden Annual Fund Drive Breaks Records

A New Era of Competition: The Case for Darden

G L O B A L M B A F O R E X E C U T I V E S

Darden’s Philanthropic Priorities:

1 2 3 4Student Faculty Support & Infrastructure, Annual Fund Fellowship & Curriculum Experience & Giving &Financial Aid Development Technology Unrestricted Funds

PILLARSThe Power of Philanthropy at the Darden School of Business September 2011

On a crisp, fall day in Charlottesville, Darden’s Dean Bob Bruner looks out the window over Flagler Court and reflects on how Darden has changed over the past 30 years. In 1982, Darden offered one MBA program, had 480 students, 3,000 alumni and 45 faculty mem-bers, maintained three buildings and delivered 60 Executive Education programs.

In 2011, Darden offers three MBA programs, has over 800 students, 14,000 alumni in 87 coun-tries, 70 faculty members (and 30 adjunct faculty members) and operates 11 buildings, including a hotel. Darden Executive Education delivers up to 200 programs a year — 20 percent are conducted offsite, from Singapore to Sao Paulo.

Darden has come far — fast — while retain-ing its core values. Yet, like all business schools, Darden must prepare for the new era of competition.

“Business schools worldwide are in the midst of the most significant changes experienced by the industry in the last 50 years,” states a 2011 report on the globalization of business schools, written by a task force of the accreditation agency AACSB that Bruner chaired.

Almost 13,000 institutions now offer at least one business degree program. Competition for a place in the Top Ten across the media rankings is fierce. Keys to success include the best students, the best faculty, leading-edge research, curricular innovations, a strong brand and a global presence. Each requires significant resources.

As tuition and international loan costs rise, B-schools contend for the world’s best students by offering generous financial aid packages. To attract the best faculty members — who, like elite triathletes, deliver teaching excellence, develop course materials and publish groundbreaking re-search — schools provide professorships, execu-tive chairs and research funds. They continuously innovate to create the most dynamic academic experience possible.

Bruner leans back in his chair. In April 2011, he committed to four more years of leadership as Darden’s dean. The goal for his new term through July 2015, as determined with U.Va.’s President Teresa Sullivan, is to raise funds that will enable Darden to compete and secure its place among the world’s leading business schools.

Though Darden managed to remain stable during the global economic downturn, Bruner invested from the School’s reserves to lay the groundwork for the future by funding fellowships and program innovations.

The Darden enterprise’s financials show that its two greatest sources of revenue are tuition (40 percent) and Executive Education (27 percent). Darden’s endowment — composed of restricted funds — provides 26 percent and unrestricted annual giving, 4 percent.

As a financially self-sufficient institution, Darden does not receive funds from the University or the Commonwealth of Virginia. Tuition hikes are not sustainable. To increase

Meet the New Chairman of the Darden School Foundation Board of TrusteesPeter Kiernan, CEO of Kiernan Ventures, brings to the board extensive experience in finance, marketing and nonprofits. A for-mer senior partner of Goldman Sachs and former president of the hedge fund Cyrus Capital, Kiernan served for nearly five years as chairman of the Robin Hood Foundation and was a founding board member and is current chair of the Christopher and Dana Reeve Foundation. He has helped to raise almost $2 billion for the nonprofits.

“I am extremely pleased to partner with Dean Bruner over the next two years as chair in our efforts to expand Darden’s resource base. In this inaugural issue of Pillars: The Power of Philanthropy at the Darden School of Business, a quarterly publication to communicate fundraising news and celebrate donors’ generosity, we have outlined Darden’s four philan-thropic priorities. Please consider making Darden one of your philanthropic priorities. Your gifts — yearly, unrestricted gifts to the Annual Fund plus major, endowed or planned gifts — will help solve the case.”

resources, Darden must boost financial contributions from philanthropy, Executive Education, the Inn at Darden and Abbott Center hospitality. Trip Davis, president of the Darden School Foundation and senior associate dean for external relations, recently presented Bruner with an analysis of historical giving to Darden.

Since Darden’s founding in 1954, 29 families have contributed

73 percent of total funds. The School has been incredibly fortunate to have

relied on such a small set of extremely generous donors. Yet, faced with this new reality, Darden must build the pool of private support to include the entire alumni base and a new generation of friends and corporate partners. The Question:

Over the next four years, how should Dean Bruner usher in a new era of giving for Darden and build a financial resource base to compete?This case was prepared by: Peter Kiernan (MBA ’79), Chairman of the Darden School Foundation Board of Trustees

Trip Davis (MBA ’94), President of the Darden School Foundation and Senior Associate Dean for External Relations

Unrestricted Annual Giving 4%

Other 3%

Degree Program

Tuition 40%

Endowment & Other Restricted Sources 26%

Executive Education 27%

Darden Enterprise Summary Fiscal Year 2010

Sources


SMALL BROCHURES

ELECTRONIC COMMUNICATION

Brochures should include Darden in the upper left corner and a 1.75” Darden logo in the bottom right corner.

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Reconnect With

Leadership Roundtable00-00 October, 2011

Registration Information

Hotel Information

Please join us October 00-00 in Charlottesville for the annual Leadership Roundtable event.It will be a day and a half �lled with great learning sessions, meetings and networking opportunities. Similar to last year we will be bringing together the entire volunteer organization for a celebration of our most outstanding volunteers.

We are excited about this year’s program and look forward to your involvement.

Best regards,

Michael Woodfolk,Vice President of Alumni Relations

reunionFind us on Facebook and LinkedInF i r s t Yea r Reun i on • MBA f o r E xecu t i v e s • T he Abbo t t Soc i e t y • 27-29 Ap r i l 2012

Class of 1957 1962 1967 1972 1977 1982 1987 1992 1997 2002 2007


A consistent use of typography is important in maintaining a distinctive look in all Darden communications.

Serif | Adobe Caslon Top-rated Faculty Top-rated Faculty

Top-rated Faculty

Sans Serif | Franklin Gothic

Top-rated Faculty

Top-rated Faculty

Top-rated Faculty

Display Font |Bodoni(used sparingly in short headings, callouts)

Top-rated FacultyTop-rated FacultyTop-rated Faculty

Fonts (Print)

Preferred Microsoft Word Fonts:Garamond Franklin Gothic


Color Palette

Pantone 1240c 30m 100y 0kr234 g170 b0eaaa00

Pantone 14515c 50m 100y 0kr191 g115 b11c1730b

Pantone 29490c 50m 5y 30kr0 g55 b1192325281

Pantone 541560c 30m 30y 10kr102 g125 b144667d90

Pantone 36960c 30m 30y 10kr100 g167 b1164a70b

Pantone 39027c 0m 100y 3kr181 g189 b0b5bd00

Pantone 752821c 21m 25y 0kr199 g190 b182f1eede

Pantone 753146c 48m 59y 15kr157 g152 b1097f7263

Pantone 42921c 11m 9y 23kr162 g170 b173a2aaad

Pantone 76288c 93m 78y 33kr158 g42 b439e2a2b

Pantone 747496c 9m 32y 29kr0 g118 b129007618

Executive Education

Batten

ADDITIONAL COLORS


Headings: GeorgiaWebpage titles: Adobe Caslon and Georgia are used for high level page headlines, as well as primary navigation bars.

Web and e-newsletter text: Arial Arial is also used in the utility navigation bar, the left-hand navigation area, and the bread crumb navigation.

Darden Website & E-newsletter Fonts

& Colors

#235281 Blue headers

#CF7800Orange headers, links

#F1EEDERight sidebar

#C6BF9FLeft hand navigation highlights

#A29C79Captions, dates for calendar

#404040Body text

Darden website colors and usage


Following is a list of our team members, their titles and contact informa-tion. We encourage you to contact us with your questions or comments.

Julie DaumSenior Director of [email protected]

Ross BradleyGraphic Designer [email protected]

Catherine BurtonCommunication [email protected]

Matt CharlesDirector of Media [email protected]

Abena Foreman-TriceWriter/[email protected]

Valerie HarnessWeb & Social Media [email protected]

Jacquelyn [email protected]

Susan WormingtonArt [email protected]

Communication & Marketing Staff

Documents

BRAND IDENTITY GUIDELINES - University of Virginia Brand Identity Guidelines...DDE IDETIT GIDELIES 3 The purpose of this guide is to provide graphical guidelines for communica-tion