Visual Identity Standards - cercfiles.eng.usf.educercfiles.eng.usf.edu/CERC_newsletter etc/USF Branding manual.pdf · have applied the standards to real-world situations, which have

Visual Identity Standards

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We’ve come so far in such a short time.

Record breaking research-funding increases each year.Clear strategic priorities defined. More than 80 percent of our priority goals met in the last two years.

USF is fast moving toward national prominence.

I’ve defined a clear, specific goal for our university: tobe ranked among the top 50 public research universi-ties in the next five years.

One of the initiatives I’ve encouraged that supportsthis goal is a sophisticated and controlled visual graph-ic standards program.

I asked a group of University Relations professionaldesigners and communicators at USF to assess thestatus of our visual communications, and to make rec-ommendations to strengthen our visual communica-tions standards. New logo designs were developed,and feedback was solicited from more than 50 focusgroups consisting of students, staff, faculty, alumniand administrators.

A sophisticated new logo — a new face for ourmaturing university — was the result. We also addeda fresh new look for USF athletics that has energizedthe campus and our community.

Since that time, the University Relations team and othercommunications professionals from around the campushave applied the standards to real-world situations,

which have in turn shaped and refined the program. Ourongoing goal is to set standards that represent the uni-versity with a clear, consistent and appropriate image,that are easy to use on a day-to-day basis.

To that end, this revised and improved visual stan-dards guide has been developed. Please take sometime to review and understand these new conceptsand rules.

In these pages you will find information on how toappropriately use official university logos. By adheringto these visual standards, you will help USF speakwith a clear and consistent voice, help your office ordepartment identity itself with the university, and youwill help our varied and diverse constituencies recog-nize that USF is more than the sum of its many parts.

Working together on the varied strategic goals I haveset forth, including this visual identity plan, we willachieve our goal — national prominence, and top 50status for our public university.

I’m counting on you.

University of South Florida Visual Identity Standards January 2005 3

University of South Florida Visual Identity Standards January 20054

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lor The USF logo is a carefully designed combination of a monogram and the

University of South Florida name—the university’s “signature.” This isthe university’s master brand.

The colors and proportions of the logos must not be altered. Consistentuse of the USF logo builds recognition over time. These pages showapproved colors and orientation of the master USF logo.

The logo may be printed in solid metallic gold; blind embossed;embossed with metallic foil; or debossed into wood, metal or glass.Metallic gold or gold foil may be substituted for PMS 4515 or it’s CMYKequivalent in the two-color mark.

Official USF colors for print:

Pantone Matching SystemPMS 343 greenPMS 4515 gold

CMYK process buildsGreen: 100C, 0M, 69Y, 60KGold: 0C, 8M, 47Y, 23K

Metallic goldPMS 872

The USF monogram (shown at left) is thecornerstone of the visual identity system. Onoccasion, it may be used alone. For all com-munications that reach an external audience,the complete university mark, including theuniversity’s official signature, must be used.

The university signature, “University ofSouth Florida” as displayed above, may notbe used apart from the USF monogram.The USF monogram should never be com-bined with other graphics or titles, apartfrom those shown in this book.

Master Brand: Monogram plus University Signature

Vertical orientation, left, and horizontal orientation, above, are equally acceptable. Choose the logo thatlooks best within your publication’s design.

The master logos on this page are registered trademarks and must include the ® symbol as shown.

USF master logos are available for download at www.usf.edu for print and the Web. Click on the USFlogo at the upper left on the homepage for downloads.

University Monogram

Official USF colors for the Web:

Green: #336633Gold: #CCCC99


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Logo in solid black. To be used only on a white or pale background. Use on black and white communications such as newspaper ads and fax sheets.

Logo in solid USF green. White, USF gold, or a tint screen of gold is the preferred background.

Logo in reverse. Solid USF green or black is the preferred color background.

Master brand: Approved single-color designs

Logo in solid USF gold. Solid USF green is the preferred color background.


Campus Level Endorsed Brand, Vertical

Campus Level Co-brand The co-brand format should only be used where the audience is fully familiar with the University of South Florida.

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Campus Level Endorsed Brand, Horizontal

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The Lakeland, Sarasota-Manatee and St. Petersburg campuses of theUniversity of South Florida each have a unique campus-level logo, designedby the Office of University Relations. The Tampa campus will always use themaster brand.

The master brand, or the appropriate campus-level brand, must be dis-played prominently on all university communications, including printand electronic media.

Color specifications for campus-level logos are identical to those for themaster brand.

Campus-level logos are available online for download. Go to www.usf.edu,click on the USF logo in the upper-left-hand corner, and follow the steps.


College Level, Endorsed Brand, Vertical Orientation

College Level, Endorsed Brand, Horizontal Orientation

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atesThe master brand is the preferred and recommended choice for all univer-

sity communications. However, there may be instances where colleges needto identify themselves, by name, as part of the university. In these situations,degree-granting USF colleges may attach their names to the university masterbrand. This option is available for use where it will most effectively communicateto the intended audience. Approval and design for college-level logos must besecured through the Office of University Relations.

College-level logos are available for the following colleges:Architecture and Community Design, Arts and Sciences, BusinessAdministration, Education, Engineering, Honors College, Marine Science and

Visual and Performing Arts. The colleges of Medicine, Nursing and Public Healthare represented by the Health Sciences Center logo.

The master brand or an approved campus or college level brand must bedisplayed prominently on all university communications, including printand electronic media.

Colleges or departments may not attach the University of South Florida name toalternate graphic symbols. Campus units may use individual unit artwork— suchas historic seals—as illustration, but individual unit art is never used in place ofthe official USF logo. See examples on page 19.

The colleges of Medicine, Nursing and Public Health are represented by the Health Sciences Center logo

Download USF College Logos atwww.usf.edu

Download Health Sciences Center logosat http://hsc.usf.edu/publicaffairs/downloads.html


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The Bull is the university’s athletic mascot. The set of athletics symbolsshown below were developed in 2003 and are are used to identifyUSF athletic programs and merchandise. The athletics logos are reg-istered trademarks, and may not be altered. They replace all previousUSF athletics logos.

USF Athletics symbols must not be used instead of the USF institu-tional symbol or combined with other USF logos or graphics.

For more information regarding athletics logos, contact Collegiate Licensing Company at www.clc.com or (770) 956-0520, or USF Athletics at (813) 974-2125.

USF Athletics colors for print:

Pantone Matching SystemPMS 343 greenPMS 4515 gold

Solid BlackSolid White

CMYK process buildsGreen: 100C, 0M, 69Y, 60KGold: 0C, 8M, 47Y, 23K


Centers and Institutes

Faculty-sponsored institutes and centersshould use the official university logo or col-lege logo. Individual units may use photog-raphy and illustration to convey a uniqueidentity within the overall university identitysystem. University Relations is happy toadvise you about appropriate use of the uni-versity symbols.

Affiliate Usage

The logos are registered federal trademarksowned exclusively by the University ofSouth Florida, and as such, they representthe authority and backing of the university.

Organizations that would like to demon-strate an affiliation or partnership with USFmay request permission to use the marksby contacting University Relations at (813)974-4014.

The University Seal

The university seal is the official, legal seal ofthe University of South Florida. It appears ondiplomas, academic certificates and otherlegal documents or products where authenti-cating signatures and authorizations arerequired. It may be used at formal academicevents, and on regalia.

The seal is rarely used on marketing materi-als—the USF logo is preferred. To use the offi-cial university seal, you must obtain writtenpermission from the Office of the President orthat office’s designated representatives in theOffice of University Relations.

The USF Seal in PMS 343 and PMS4515. Metallic gold may be used

The USF Seal may be presented in solidblack, solid green or solid gold. It is neverpresented in reverse (solid white).

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tesExisting Marks

Over the years, various groups associatedwith campus—from colleges, to centersand institutes, to student groups—have cre-ated artwork which has occasionally beenused in place of the university logo. Thisartwork can create confusion in the market-place, impeding the communications effortsof the university and the originating depart-ments.

The only appropriate logo for colleges,departments and administrative officesof the university is the official USF logo.

Existing seals with historical significancemay be used during ceremonial academicevents and as artistic supports within publi-cations, as illustration. These marks mustnever be used in place of the university logo.

These marks may not be combined with orconnected to the USF mark in any way.

The official university logo must beprominently displayed on the cover andback cover of each communication piece.

G o B u l l s !


The logo is not to be dropped intotext as part of running copy.

Correct: The University of South Florida is a metropolitan-based research I university.

Incorrect: is a metropolitan-based research I university.

Scale must not be altered

Color must not be changed

Typeface must not be altered

Mark must not be tilted

Pre-existing marksmay not be used

Color must not be screened

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Don’t place theUSF logo over avisually clutteredphotographicbackground. Thelogo must be dis-played clearly.Don’t put a whitebox around theUSF logo. Changethe design, or thephoto, to ensurereadability of theUSF logo.

Yes

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USF Athletics logos, or otherartwork, must not be com-bined with the USF logo

No

USF Athletics logos must not be usedinstead of or in combination with university logos. The athletics logo isnever used in conjunction with academic departments or programs.


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The university logo must always be displayed consistently, with noother marks attached to it or crowding it. A method for providing a clearzone around the symbol is detailed below. A clear zone of space, equivalentto a square of the width of the capital F in the USF monogram must alwaysbe present around the master logo or the approved campus or college logo.

University logos must not be reproduced smaller than the size mini-mums listed below. The limitations of various media should be consideredwhen placing the logo—newsprint, for example, will not hold tiny markscleanly. The university logo must always appear crisp and clear.

If you have a question regarding the clear zone or spacing, contact UniversityRelations at 974-4014.

Minimum Size, Vertical Mark: .75 Inches

Minimum Size, Horizontal Mark: 1.5 Inches

A clear zone of white space must surround the USF logo

Admissions

Correct application of clear zone


Standard USF Stationery System

All members of the university community will use thestationery design at left. The standard design is printedin USF green and gold on a specific USF paper stock.

USF stationery is printed by the designated campus print vendor who has templates designed forUSF. Official USF stationery for all USF cam-puses may be ordered online from the USFlogo download page.

From the USF homepage, www.usf.edu, click on the USFlogo in the upper left-hand corner. Terms of use shall appear.Click agree. You are at the logo download page. Go to thelink that says “order letterhead.”

Correct AddressingPostal regulations require Tampa campus mail to fol-low this format:

University RelationsUniversity of South Florida4202 East Fowler Ave., ADM278Tampa, FL 33620-6300

The street address must directly follow the Universityof South Florida line. Additional designations mustappear above the university line.

Zip plus-four is required. The correct plus-four designationfor your area is available through the campus post office.

Choice of ColorsThree color combinations are available for USF stationary.• Two-color standard: PMS 343 green and

PMS 4515 gold• One-color: PMS 343 green• Two-color with metallic gold: PMS 343 green

and PMS 872 metallic goldOFFICE OF THE DEAN • COLLEGE OF ENGINEERING

University of South Florida • 4202 East Fowler Avenue, ENC2402 • Tampa, FL 33620-5350(813) 974-3780 • FAX (813) 974-5953

LOUIS MARTIN-VEGADEAN, COLLEGE OF ENGINEERING

University of South Florida4202 East Fowler Ave., ENC2402Tampa, FL 33620-5350

(813) 974-3780 FAX (813) 974-5953

[email protected]

COLLEGE OF ENGINEERINGUniversity of South Florida4202 East Fowler Ave., ENB118Tampa, FL 33620-5350

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Specifications:Letterhead • USF Vertical Logo, 1.3” wide• Top of logo to top of paper: .5” • Font: Goudy• Primary location: large and small caps., 13/14 pt.• Address: upper and lowercase, 9/11 pt.• bottom of address is .5” from bottom of paperEnvelope• USF Vertical logo, 1.1” wide• Logo is 3/8” from top and left side of envelope• Primary location, large and small caps, 10 pt. • Address: 8 pt.• Address is centered top to bottom of USF logo


Business MaterialsThese examples offer designs for business materials. The master brand orappropriate endorsed campus brand identifies the university with consisten-cy throughout its communications.

OFFICE OF UNIVERSITY RELATIONSUniversity of South Florida4202 East Fowler Avenue, ADM264Tampa, FL 33620-6300(813) 974-4014 FAX (813) 974-2888 www.usf.edu

To: ___________________________________________________________________________________

Company: ____________________________________________________________________________

Fax: ____________________________________ Phone: ____________________________________

___

From: ________________________________________________________________________________

Date: _________________________________ Pages: ___________ including cover sheet

Return phone: ________________________________________________________________________

Subject: ______________________________________________________________________________

______________________________________________________________________________________

______________________________________________________________________________________

______________________________________________________________________________________

______________________________________________________________________________________

FAX

UNIVERSITY RELATIONSUniversity of South Florida • 4202 East Fowler Avenue, ADM264 • Tampa, FL 33620-6300

(813) 974-4014 • FAX (813) 974-2888

USF FAX Design

USF Note Design

OFFICE OF UNIVERSITY RELATIONSUniversity of South Florida4202 East Fowler Avenue, ADM264Tampa, FL 33620-6300

USF Mailing Label Design

Actual size: 8.5” x 11”Fonts: Goudy for address, Univers bold for form

Actual size: 5.5” x 8.5”Font: Goudy

Actual size:4.25” x 3.625”Font: Goudy

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Univers Family

A classic modern font that works well forheadlines and as an alternate body text.

Univers 45 LightUnivers 45 Light Oblique

Univers 55Univers 55 Oblique

Univers 65 BoldUnivers 65 Bold Oblique

Univers 75 BlackUnivers 75 Black Oblique

Univers Extra BlackUnivers Extra Black Oblique

Goudy Family

The classic font used in the original seal ofthe university. Use in headlines and dropcaps for character.

GoudyGoudy Italic

Goudy BoldGoudy Bold Italic

Garamond Family

An all-purpose classic font that is easy toread in body text.

Garamond LightGaramond Light Italic

Garamond BookGaramond Book Italic

Garamond BoldGaramond Bold Italic

Garamond UltraGaramond Ultra Italic

Typography is an important element of the brand identity system. Use ofconsistent typefaces across communications adds another element thatdefines the USF look.

The USF logos are set in Goudy, an elegant, classic typeface that was usedin the original university seal.

The ITC Garamond and Univers families provide a wide range of typefacesthat offer enough variety for multiple type needs, from ultra bold headlinesto easy-to-read body text.

All three font families are available for purchase online atwww.adobe.com/type and other online type vendors.

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PMS 2613C79 M100 Y0 K11

PMS 194C0 M91 Y56 K34

PMS 301C100 M43 Y0 K18

PMS 122C0 M18 Y94 K0

Process Black PMS 400C0 M6 Y6 K15

PMS 343C100 M0 Y69 K60

PMS 4515C0 M8 Y47 K23

The university logo must always be reproduced in the colors definedon pages 4-5 of this manual.

A secondary color palette has been developed in addition to USF colors.Used in conjunction with USF green and gold, the palette provides anoptional color system which may be employed to create an individual unit’s

look and feel, especially when developing a family of related publications.The secondary colors may be used in graphic devices such as bars, graphsand backgrounds, or applied to text or illustration.

PMS 383C18 M0 Y100 K18

USF Green and Gold

Optional Secondary Color Palette

The USF color palette maybe used in addition to USFgreen and gold. For adviceon how to use the palette,contact University Relationsat 974-4014.

Official USF green and gold offer the bestbackground for solid-color USF logos in goldor white, as shown on page 5.

A 15% screen tint of the gold makes anexcellent background for the full-color masterlogo shown on page 4.PMS 4515,

20% tint

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Individual Unit Identity is achieved through use of the master brand com-bined with distinctive illustration or photography that reflects specific attrib-utes of each university sphere. Appropriate imagery is invaluable whenused to appeal to the target audience for each individual area’s communications.

The real-world examples on pages 16-21 illustrate how different sectors ofthe university may express distinct identities while meeting the criteria of thevisual identity system.

The identity system, used consistently, will build brand awareness for theinstitution while creating individual unit identity through style, illustration,color, photography and type design.

University Relations is happy to advise you with methods that create a dis-tinctive look for your area that meets USF visual standards. Please call us at974-4014.

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Example 1

Invitation and pocket folder designed for thenew USF Research Park.

Design Highlights:• Research Park name designed in Goudy towork visually with USF logo. USF typefacesare shown on page 14.• Research Park name is separate from thelogo. The USF logo is surrounded by a clearzone as defined on page 11.• Appropriate use of photo illustration thatsays “research” at a glance• Correct use of single color versions of theUSF logo. The logo must always be displayedclearly, and be easy to read.


Example 2USF Undergraduate Catalog disk and Advising Manual.

Design Highlights:• Goudy font offers a lot of character that makes it agood choice for large display type• Full-color, clearly displayed USF logo• Diversity reflected in the students pictured

Example 3Financial Aid information pieces.

Design Highlights:• USF logo clearly displayed.• Great use of real-world student photography, informa-tive content targeted to the intended audience.

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The examples shown on this page show appropriate use of the endorsedbrands.

The target audience for the publication will determine which version of thelogo is used. Is the audience deeply aware of USF? Is this your first contactwith this audience?

Appropriate and consistent use of the identity system will build brandawareness for individual programs and the university.

Approved College and Campus level logos are available for download atwww.usf.edu

Example 4Health Sciences Center materials designedto raise awareness and funds for the healthsciences building expansion.

Design Highlights:• Correct use of the College LevelEndorsed Brand• Consistent design look across this family of publications

Example 5Student recruitment publications designedfor USF St. Petersburg.

Design Highlights:• Correct use of the Campus LevelEndorsed Brand

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An artistic support element can add visual interest and unit identity, asshown in the examples below. Consistent use of artistic supports, in combi-nation with the university’s master brand, builds identity for the individualunits while each unit also benefits from the name recognition and prestigeof the institution.

Existing seals with historical significance may be used as artistic supportswithin publications, as illustration. These marks may not be used in place of,or combined with, the university logo.

Example 6Annual report and newsletter for the USF Libraries

Design Highllghts:• Correct use of an artistic support element. Unitsmay use graphic elements as well as photographyto establish individual unit identity• Artistic supports are never used in place of theUSF logo

Examples 7 and 8Publications from the Louis de la Parte FMHI

Design Highlights:• Correct use of artistic support elements. A wide variety of graphic art that creates arange of distinctive unit personalities andstyles works within the visual standards pro-gram. The USF logo is displayed clearly and inapproved colors. Artistic supports are notattached to the USF logo.

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Example 9Annual report for the Louis de la Parte FMHI

Design Highlights:• Powerful photography is invaluable to draw in the reader. It is worth paying for.• Age and gender, as well as race and ethnicity, were considered in the design of this publica-tion. Be aware of diversity when selecting photos of people.• Unit names may be highlighted in a bar, as shown on this beautifully designed publication.

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Your Bionic Arm.

The disabled and others with limited range of motion are

among those benefiting from robotics research under way

at the University of South Florida. Rehabilitation engi-

neers are developing technologies that extend capa-

bilities and expand possibilities. It’s one of USF’s key

strengths in bioengineering and life sciences. And USF is

building upon those strengths like never before with the

development of its Research Park and new research part-

nerships with government, industry and the community.

It’s research that liberates. It’s research that empowers.

It’s research that touches lives and improves the world.

To learn more about USF research innovations or to

become a partner in USF’s Research Park, contact

Dr. Carl Carlucci (813) 974-3297 or [email protected].

Key concepts:• Correct use of Master USF logo, and Endorsed USFcampus logo.• Correct use of color. When paying for color, as shown inthe ad at left, use the full-color version of the USF logo.• The abbreviated EEO statement, as shown on page 22,is used on student and employee recruitment ads.

USF advertisements follow the same visual standards as other publications.The visual standards are also applied to television broadcasts and internetsites.

Display ads are reviewed by the office of University Relations before they

publish. Contact University Relations at 974-4014 to review your ad.Classified advertising is handled through Human Relations and UniversityRelations. Contact University Relations at 974-4014 for information.

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USF is an Equal Opportunity/Equal Access/Affirmative Action Institution


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Diversity in Imagery and TextThe University of South Florida is committedto the principles of diversity, inclusivenessand equal opportunity for all members of theuniversity community. Communicators willuse the following “best practices” in visualsand text, within print and electronic media:

• include individuals from different racial and ethnic groups, and show the broadest possible diversity, including but not limited to gender, age and ability.

• refrain from stereotypical depictions of individuals.

• use gender neutral language.

Equal Opportunity Message1) General StatementFor use in most general publications, such asbrochures, events programs, conference invi-tations, etc.

Events, activities, programs and facilities of the

University of South Florida are available to all

without regard to race, color, marital status, gen-

der, sexual orientation, religion, national origin,

disability, age, Vietnam or disabled veteran sta-

tus as provided by law and in accordance with

the University’s respect for personal dignity.

2) Abbreviated StatementFor use on forms, recruitment and employ-ment advertisements and posters.

USF is an Equal Opportunity/Equal

Access/Affirmative Action Institution

3) Formal Statement For use in official documents (specifically theCatalog), and as may be directed by theDiversity and Equal Opportunity Office.

The University of South Florida is committed to the

principles of equal education and employment

opportunities without regard to race, color, marital

status, gender, sexual orientation, religion, national

origin, disability, age, Vietnam or disabled veteran

status as provided by law and in accordance with

the University’s respect for personal dignity. These

principles are applied in the conduct of University

programs and activities and the provision of facilities

and services.

Americans with Disabilities ActMessageThe required equal opportunity statement foradvertisements should reflect the following:

USF is an Equal Opportunity/Affirmative

Action/Equal Access Institution. For disability

accommodations contact _________________ at

(phone number/TDD number), a minimum of

fine (5) working days in advance.

The preferred statement for events, announce-ments and calendars should read:

Please notify the Diversity and Equal

Opportunity Office at (813) 974-4373, ADM164,

within five working days of an event if a reason-

able accommodation for a disability is needed.

Required AccreditationStatement

SACS Accreditation StatementThe Commission on Colleges of the SouthernAssociation of Colleges and Schools (SACS) isthe recognized regional accrediting body inFlorida.

In compliance with the SACS Representationof Status, Criteria 1.7, USF must be accuratein reporting to the public its status and rela-tionship with the Commission. In catalogs,brochures and advertisements, when refer-ring to our status with the SouthernAssociation of Colleges and Schools, whichhas been achieved thought the Commissionon Colleges, we must describe our relation-ship with the commission with the followingstatement:

The University of South Florida is accredited by

the Commission on Colleges of the Southern

Association of Colleges and Schools to award

degrees at the baccalaureate, master’s, specialist,

and doctoral levels, including the Doctor of

Medicine.


The university logo must be prominently displayed on all official universitycommunications. As the Internet becomes ever more widely used, it isimperative that the university use this important medium to consistentlyidentify our products and services presented on the Web.

The University Relations Web group works with members of the campuscommunity to ensure adherence to university identity standards. Templateshave been developed by the Web team to help university offices formattheir pages. Consistent design helps our various audiences find informationonline in a timely fashion. Brand identity is forged through this experience.

All USF Web pages must carry the USF logo and navigation header. USF officialWeb guidelines and the header are available online at www.usf.edu/webadmin.

For further information, contact the University Relations Web team at (813) 974-4014 or go to www.usf.edu/webadmin/.

USF Web-safe colors:Green: #336633Gold: #CCCC99

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Right: Current college home pages show design variations that offer differentidentities within USF visual standards. Use of the standard USF header isrequired on all official USF Web pages.


USF Merchandise

The University of South Florida logo is a registered Federal trademark and isowned exclusively by the university.

The university has established a licensing program for all university merchandise.All uses and representations of the university’s logos are licensed. Licensed useof the university logo protects the university’s good name by ensuring that prod-ucts bearing the university’s name are well-made and in good taste.

All licensed goods for resale must be approved by the Associate Vice Presidentfor University Relations at (813) 974-4014 or the Director of Auxiliary Services at(813) 974-9690 and may only be produced by approved, licensed vendors.

University offices may use USF logos for materials used for office functionssuch as student recruitment. They do not need to pay a license fee if the prod-ucts are not for sale. Artwork must be approved by the AVP for UniversityRelations.

The university logo must be depicted according to the standards set in this book.

Color Choices:• Gold or white logo on green background• Green and gold logo on white, tinted gold,or cream background• Green logo on gold background

Text:• Department names print in upper and lower-case letters, in the Goudy typeface.• Leave a clear zone — as shown on page 11— around the USF logo.• Pens and pencils print as shown, logo onone side, departmental name on the other, inupper and lowercase Goudy.

Awards and desktop items:The logo may be printed in solid gold;metallic gold; blind embossed; embossedwith metallic foil; or debossed into wood,metal or glass. Use the solid black logo fora template.

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Adult & Transfer Student Services

OrientationUndergraduate Admissions

JANE SMITH University Relations

Color choices for shirts:• Gold or white logo on agreen shirt• Green and gold logo on awhite, light gold or creamshirt• Green logo on a white, lightgold or cream shirt

Text:• Set department names inupper and lowercase letters,in the Goudy or Univers type-face, above the USF logo.

Standard name tag• Contact University Relations for vendorinformation

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Banners present a colorful opportunity to let visitors know that they are in theright place at a glance, while cementing the university brand identity in theminds of the public.

Banners placed at university events must clearly display the university logo.Individual event names, graphics and photographs are displayed separatefrom the university logo, as shown in the sample designs at left. Clean, sim-

ple designs are easier to read at a distance. Placing too many messages—toomany photos and too much text— on a banner may confuse the audience.

University Relations is available at 974-4014 to recommend options for yourbanner design.

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Your MessagePlaced Here

Standard 3’x6’ banner. A simple design iseasily seen and understood at a distance.

Banner hung atResearch Park ground-breaking. Banners maybe customized to coordinate with a familyof publications.

Sign designed tohighlight growthat the HealthSciences Center.The sign is placedat the site of thenew Center.


Admissions

Physical Plant

Admissions

University vehicles present a solid opportunity to reinforce the universitylogo. The vertical university logo will be displayed on vehicles on the frontdoors as shown in the examples. The horizontal logo may be used onvehicles where that layout fits best, such as on buses.

Individual unit names may be added to the rear panels as shown, inUnivers 65 Bold Oblique text.

The logo will be reproduced in solid USF green on white or light coloredvehicles, or reversed on green or dark colored vehicles. Color contrastbetween the green and white in the solid-color versions of the logoincreases readability of the mark from a distance.

Veh

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UNIVERSITY RELATIONS

University of South Florida4202 East Fowler Ave., ADM278

Tampa, FL 33620-6300

(813) 974-4014www.usf.edu/ur

For questions not covered by this guide, pleasecontact the Office of University Relations.

Documents

Visual Identity Standards - cercfiles.eng.usf.educercfiles.eng.usf.edu/CERC_newsletter etc/USF Branding manual.pdf · have applied the standards to real-world situations, which have