UNC Eshelman School of Pharmacy...UNC CREATIVE 200 North Greensboro Street, Suite 3D Campus Box 6200 Carrboro, NC 27599-6200 PHONE: 919.962.7123 FAX: 919.962.5167 UNC Eshelman School

UNC CREATIVE

200 North Greensboro Street, Suite 3D

Campus Box 6200

Carrboro, NC 27599-6200

PHONE: 919.962.7123

FAX: 919.962.5167

UNC Eshelman School of Pharmacy

Brand GuideFINAL

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167

UNC ESHELMAN SCHOOL OF PHARMACY

H A I R

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E X T R A L I G H T


B O O K


B O L D


E X T R A B O L D


TypographyThe primary typeface is Fira Sans (Hair, Extra Light, Book, Bold, Extra Bold as well as matching italic equivalents). This has been carefully selected to best represent the brand image, and must be used to retain consistency. Replacing fonts with alternatives should not be done under any circumstances.

P R I M A RY

The typeface Fira Sans has been

chosen as the primary typeface for all

brand messageing within the School

website including headlines, display copy,

and body copy. Heirarchical distinctions

can be made by using various weights and

styles as well as incorporating the use of

upper case and lower case text.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


R E G U L A R abcdefghijklmnopqrstuvwxyz1234567890;!?.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

S E M I B O L D

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B O L D

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TypographyThe secondary typeface is Adobe Garamond Pro (Regular, Semibold and Bold). This has been carefully selected to best represent the brand image, and must be used to retain consistency. Replacing fonts with alternatives should not be done under any circumstances.

S E C O N DA RY

Adobe Garamond Pro has been

chosen as the secondary font to accent

the primary typeface, Fira Sans. Large

bodies of copy such as long reports,

magazine articles, etc. should incorporate

the use of Adobe Garamond Pro for

greater legibility. This font may also be

used for more formal messaging such as

event invitations, programs, etc.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Color Palette Accurate reproduction of the brand color scheme is essential in communicating a clear and consistent message throughout the UNC Eshelman School of Pharmacy site.

P R I M A RY PA L E T T E

N E U T R A L PA L E T T E

This palette will act as the main

palette for all communication from

the School. These basic tones should

be incorporated into materials

produced for all branches and groups

within the scope of the UNC Eshelman

School of Pharmacy.

The primary palette has been

expanded to include the use of

secondary/neutral tones that

complement each other and can

be used in any combination as

long as the integrity of the brand

is not diminished.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Color PaletteThe RGB and Hex color codes should be used exactly as shown below for web purposes in order to retain brand consistency. Please use Pantones whenver possible or the CMYK equivalents for print purposes. However, the colors may be used at various levels of opacity when neccessary.

P R I M A RY PA L E T T E

S E C O N DA RY PA L E T T E

hex pantone r g b c m y k

#56A0D3 542 86 160 211 62 22 0 3

#044570 540 4 69 112 100 76 32 17

#E88A6B 1645 232 138 107 6 55 59 0

#EAB05E 1365 234 176 94 7 32 73 0

#707C7C 444 112 124 124 58 42 45 10

hex pantone r g b c m y k

#8F8778 403 143 135 120 44 41 51 7

#9DA39D 415 157 163 157 41 30 36 1

#EAE7C8 4545 234 231 200 8 5 24 0

#FFFFFF none 255 255 255 0 0 0 0

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


PatternA simple geometric pattern is recommended to compliment the overall brand of the UNC Eshelman School of Pharmacy. The hard angles reflect the scientific nature of the School while the use of the thin lines combined with the almost translucent effect of a light tone will minimize any chance of overpowering the message within a specific design layout (web, print, etc.). Blue background shown only to provide a high-contrast view of the shapes within the pattern.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Sample CompositionBelow is a sample composition using the pattern shown on the previous page. This is not a concrete recommendation for the use of the pattern but shows you how it would work together with elements that have already been created.

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UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Brand ElementsShapes can be pulled from the recommended pattern and used within the design layout to draw attention to specific messaging or created added visual interest. These elements should be used sparingly and with careful consideration to the overal goal of the piece.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Photography Recommendations

Photography used in print, web, and other interactive pieces should provide not only a representation of life at the UNC Eshelman School of Pharmacy, but should also create a powerful emotional attachment to the education, research, and innovation happening here.

Controlled color palettes that focusing on blues and grays coupled with an airy, light emphasis will reinforce the idea and feeling of “cutting-edge modernity” at the School. Whenever possible, compositions with unexpected angles should be used to bring excitement and energy to the overall layout. Photos that include students, faculty, and staff are welcome but should be used with high-consideration to the overall feel of the layout—specific guidelines and examples are shown below. Photos should also strive to reflect diversity.

ACCEPTABLE

UNACCEPTABLE

Whenever possible, avoid photos like the

ones shown here.

1. Overly staged; seems disingenuine

2. Group shots typically do not engage or

provide an emotional connection with

viewers, regardless of the significance

of those shown in the photo.

3. Poorly lit photography conveys

a lack of professionalism

1 2 3

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Web BannersThe images below will act as feature images placed just below the School’s logo and main navigation. Banner images immediately point viewers to the mission and central goals of the UNC Eshelman School of Pharmacy and showcases the School brand by incorporating the color palette, typefaces and a unified photography style. Accompanying notes on page 7.

OPTIONS FOR EDUCATION THEMED BANNER (cont’d, next page)

A

B

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167



OPTIONS FOR EDUCATION THEMED BANNER

C

D

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167



OPTIONS FOR RESEARCH THEMED BANNER (cont’d, next page)

A

B

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167



OPTIONS FOR RESEARCH THEMED BANNER

C

D

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167



OPTIONS FOR HEALTH CARE THEMED BANNER

A

B

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Web BannersN OT E S

Text and headlines are only for

placement purposes only. They can

and should be changed to reflect the

3-5 main goals of the School.

Photos of students and scenes from

around campus and the School of

Pharmacy were used to help supplement

the headlines and provide an overall feel

of the experience as a student, faculty

or staff member at the UNC Eshelman

School of Pharmacy.

Four photos are placed below the

headline text as a way to highlight the

most recent happenings within the School

and reinforce the heading (ie: student’s

research breakthrough story and photo

to highlight the “Innovative Research”

section. These photos will be active links

that redirect to the full story page.

When the viewer mouses one of the

four feature story photos, the photo

is overlaid with a gray box which reveals

the abbreviated title of the story—this acts

as the “hover state” for the photo buttons.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Web Banners

STANDARD DESKTOP VIEW

VERTICAL MOBILE VIEW

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


IconsThe icons below will bring emphasis to the three most important areas of the site—pages and information that you want viewers to go to most frequently. These icons will also help to easily digest the sections by bringing an instant visual connection to the section title. Icons coordinate with the overall brand of the School by incorporating color and matching the clean approach to design established by the typogrgraphy and imagery in banners. See icons in context on following page.

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Banner & Icon Mockup

UNC CREATIVE


Campus Box 6200


PHONE: 919.962.7123

FAX: 919.962.5167


Secondary Landing Pages

Documents

UNC Eshelman School of Pharmacy...UNC CREATIVE 200 North Greensboro Street, Suite 3D Campus Box 6200 Carrboro, NC 27599-6200 PHONE: 919.962.7123 FAX: 919.962.5167 UNC Eshelman School