Graphic Identity Standards
Aquinas CollegeGraphic standards Manual Contents
Introduction
Format
Colors
Isolation
Acceptable Variations
Unacceptable Variations
Sizes
Typography
Letterhead
Envelopes, Business Cards and Labels
Saints Logos and Stationery
College Seal
Facsimiles
Section One
introductionAbout the Identity
Aquinas College has adopted a new graphic identity that reflects the institution’s
distinguished tradition and sense of mission in this new millennium. These graphic
standards are for your use as you develop materials on behalf of the College.
By projecting a consistent and bold image of Aquinas College, the new graphic identity
will help foster awareness of, and recognition for, the College. To be effective, these
graphic tools must be used correctly and consistently. This manual sets forth standards
for the College’s community of users. Close adherence to these standards will best
ensure consistency and facilitate smooth project development.
All requests for copies of the logo – available in a variety of formats – as well as
approvals for usage should be routed through the College Relations Department. If
you require further direction on usage of the College’s graphic elements in production
of your materials, please contact the office at 616 632-2844 or on the Web at:
www.aquinas.edu/collegerelations/logos
Section One
Graphic StandardsMain Nameplate
This is the main nameplate also known
as the “leaf logo.” It is available in
two-color and one-color (black). This
version always prints with the tagline
“Makes all the difference in the world.”
Section One
Graphic StandardsNameplate and Circle Icon
There are four versions of the
Aquinas College logo. All versions are
available in two-color and one-color
(black). The Circle AQ is available in
Maroon (188), Sage (5773) or Leaf/Sage
(5773) backgrounds.
Section One
Stacked orientation
Circular AQ Icon
Horizontal orientation
Horizontal “No Leaf” orientation with tagline
Horizontal “Leaf” orientation with tagline
Circular Leaf AQ Icon
Circular AQ Icon
Graphic StandardsUse of Color
Aquinas College has a color palette that can be applied throughout marketing
programs. The palette includes the school colors, but also features a range of
complementary colors intended to convey a richer sense of style and personality
and help differentiate Aquinas College from competitors.
The color palette is divided into main, second-level and third-level colors (see next
page). The logo uses the two colors shown in the second-level color palette. The
second- and third-level colors are available to add depth to a publication – in
headlines, captions, and sidebars. Notice that the style of Aquinas College is
rich with color.
All colors are based on the spot-color versions of the Pantone® Matching System (PMS).
Section One
Graphic StandardsSpot and Process Color
Section One
Main Colors
PMS 188
PMS 188
White
PMS 5773
Second-level Colors
Third-level Colors
PMS125
PMS3165
PMS343
PMS453
PMS467
PMS5265
PMS575
PMS576
PMS5793
PMS5825
PMS724
PMSWarm Gray
#10
PMS718
PMS 188 28%C / 90%M / 68%Y / 38%K
PMS 5773 40%C / 27%M / 56%Y / 14%K
Process Colors
Graphic StandardsColor Options
Several variations of the logo may be
used for different printing situations.
Two-Color: When possible, use the
spot-color version. This version includes
two Pantone® Matching System colors:
PMS 188 (maroon) and PMS 5773
(sage green).
Process Color: When printing materials
in four-color process, use the segmented
four process colors (cyan, magenta,
yellow and black).
One-Color: When the method of
reproduction does not allow for a second
color, use the one-color version, printed
with black ink.
Reverse: The logo may be reversed out
of a colored background only in special
situations, which must be approved by
the College Relations Department.
Section One
Reverse version
One-color version
Two-color and process-color version
Graphic StandardsIsolation
To prevent a cluttered look, maintain
a comfortable white space around the
general logo and “AQ”-styled logos equal
to the size of the capital “A” in Aquinas
(left). No graphic element – type, rule,
line, art – should be allowed
within this area.
White space around Circular AQ Icon
should be approximately equal to the
“circle” diameter.
Section One
Graphic StandardsAcceptable Variations
The main logo or nameplate is shown
here both with the leaf motif and
without. Both of these versions have the
tagline “Makes all the difference in the
world.” While the horizontal orientation
with tagline (without the “leaf”) is an
acceptable variation, the “horizontal leaf”
orientation should always be accompanied
with the tagline. The main logo can also
be used sometimes on one line and
stacked. The stacked version does not
use the tagline.
The Circle AQ is used without the
“Aquinas College” line.
Section One
Stacked orientation
Circular AQ Icon
Horizontal orientation
Horizontal ”No Leaf” orientation with tagline
Horizontal ”Leaf” orientation with tagline
Graphic StandardsUnacceptable Variations
Some unacceptable variations are
shown here. If you have questions about
usage in circumstances not shown here,
please contact the College Relations
Department for assistance.
Section One
COLLEGE AQUINAS COLLEGE
AQUINAS COLLEGE
The tagline must always be used when the “leaf” is used
The tagline must always appear beneath “Aquinas College”
“Aquinas College” should always appear as designed
Never condense the logo
Check with College Relations Department for appropriate background colors and patterns
Never use the “Circle Icon” with anycopy including “Aquinas College”
Graphic StandardsSizes for Nameplate and Circle Icon
Horizontal Orientation: This logo
can be used as small as about two inches
(2”) wide. For larger applications such as
signage and banners, ask the College
Relations Department for guidelines.
Stacked Orientation: This version
can print as small as one-point-five (1.5”)
inches in width.
Circle AQ Icon: This version can print
as small as seventy-five hundredths (.75”)
inches from top to bottom and left to
right (not including the tail).
Section One
Graphic StandardsTypography for Publications
Aquinas College branding will be
greatly enhanced by using its logo
type style within publications. For that
reason, Berling Roman has been chosen
as the standard (text) copy type for
publications. If Berling is unavailable,
Times New Roman is the suggested
replacement. Captions, headings, sidebars
and highlighted materials may use
supporting faces: Berling Italic or Frutiger
Black. For accent, the typeface Frutiger,
both black and bold may also be used.
Certain times, headline copy can be
typeset in Trajan. The limitation with
Trajan is that it is a cap-only
font (no lowercase).
Note: Fonts can be purchased from
many sources. To assure an exact
match, coordinate all graphic
communications through the
College Relations Department.
Section One
A B C D E F G H I J K L MN O P Q R S T U V W X Y Z
a b c d e f g h i j k l mn o p q r s t u v w x y z
Berling Roman
A B C D E F G H I J K L MN O P Q R S T U V W X Y Z
a b c d e f g h i j k l mn o p q r s t u v w x y z
Frutiger Black
A B C D E F G H I J K L MN O P Q R S T U V W X Y Z
Trajan
StationeryIntroduction
More than any other medium, written correspondence represents Aquinas College to
prospective students, donors, parents, alumni, faculty and staff candidates, educational
colleagues, businesses, community leaders and friends. So that our letters will leave
a positive impression, the graphic identity program includes a system for letterhead,
envelopes, cards, labels, certificates, forms and brochures.
To assure high standards of print quality and fair pricing, the College maintains
standard contracts with printers for the production of stationery materials.
All stationery materials are available through the College Bookstore.
Section Two
stationeryLetterhead and Second Sheet
The graphic identity program includes
one approved design for faculty and
administration letterhead with address
for use by all departments of the College.
A second sheet, used for multipage
documents, is blank. It is 8.5 inches x 11
inches and prints in two colors: PMS
188 and PMS 5773. The letterhead and
second sheet print on Strathmore
Writing, Soft Green, 24 lb. text. Logo at
top is about three (3) inches wide. Fonts
(printed on bottom of the letterhead) are
9 point Berling Roman and Italic.
Letterhead is available through the
College Bookstore.
Section Two
1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-8900 www.aquinas.edu
stationeryLetterhead Formatting
Correct locations of typed elements in a typical letter is shown on the following page.
The left margin should be one inch from the left edge of the page and the line length
should allow for a one-inch right margin. The date line should begin two-point-five
inches (2.25”) from the top edge of the paper and maintain one-inch margins on the
left and right. On second pages, the typist should begin one-point-five inches (1.5”)
from the top edge of the paper and maintain one-inch margins on the left and right.
Blank sheets of the same Strathmore Writing should be used for subsequent pages.
Correspondence should be typed in Times New Roman. Font size should be no
smaller than 11 points. See example on the following page.
Things to remember (quick list):
• Times New Roman
• 11-point font
• Left/right margins equal one inch (1”)
• Date from top two-point-two-five inches (2.25”)
• Subsequent pages from top: one-point-five inches (1.5”)
Section Two
Office of the President
1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 459-8281 www.aquinas.edu
May 5, 2004
Addressee’s NameAddressee’s TitleName of OrganizationStreet AddressAnywhere, USA 12345-1234
Dear Addressee:
This is a sample of the approved typing format for 81⁄2 x 11 inches Aquinas College letterhead. The letterhead has been designed to accommodate this format. Consistent use of the format will create a consistent and distinctive appearance for Aquinas College correspondence.
The left margin is one inch from the left edge of the paper. Line length should allow for a one inch right margin. The date should be two-point-two-five inches (2.25”) from the top edgeof the first page. This vertical spacing may be adjusted to compensate for shorter letters.
One space is allowed between the date or inside address and the salutation. Three spaces areallowed between the closing and the typed signature and title to allow for written signature. The body of the letter is single-spaced with an additional space between paragraphs and noindentation. Throughout, typing is flush left, ragged right. The recommended font is Times NewRoman and text should be 11 points.
Our objective is a clean and professional look for letters from Aquinas College – consistent withthe image the College wishes to project.
Sincerely,
Sender’s NameSender’s TitleSender’s Department or Office
stationeryBusiness Cards
The graphic identity program includes an
approved business card design to be used
by all departments and divisions of the
College. The business card prints in two
colors: PMS 188 and PMS 5773 on
Strathmore Writing, Soft Green, 88 lb.
Cover. Fonts are eight point Berling
Roman and Italic. Business cards may be
ordered through the College Relations
Department.
Section Two
1607 Robinson Road, S.E.
Grand Rapids, MI 49506-1799
(800) 678-9593 (616) 732-4460
John DoeTitle
[email protected] www.aquinas.edu
#10 Envelopes
The graphic identity program includes
one approved #10 envelope design for
use by all departments and divisions of
the College. The #10 envelope prints in
two colors: PMS 188 and PMS 5773
on Strathmore Writing, Soft Green,
Square Flap #10. Logo is two-point-one-
four- five inches (2.145”) wide. Fonts are
eight point Berling Roman and Italic.
Envelopes are available through the
College Bookstore.
Section TwoStationery
Department
1607 Robinson Road, S.E.
Grand Rapids, MI 49506-1799
StationeryLarge Envelopes and Labels
The graphic identity program includes an
approved label and 9 x 12 inch envelope
design. Envelopes and mailing label print
in two colors: PMS 188 and PMS 5773
on Bright White Envelope and Label
Stock. Fonts are eight point Berling
Roman and Italic. Envelope are available
through the College Bookstore.
Section Two
1607 Robinson Road, S.E.
Grand Rapids, MI 49506-1799
www.aquinas.edu
1607 Robinson Road, S.E.
Grand Rapids, MI 49506-1799
www.aquinas.edu
Alternate LogosSaints Sports Logos
This is the official sports logo for use in
all athletic applications. The logo is
available in the “Nelson”, “AQ”, and
“Type” versions. The Saints logo can print
as small as one inch (1”) from left to right.
Section Three
“Nelson” Saints Logo
“AQ” Saints Logo
“Type” Saints Logo
Alternative lOgosSaints Letterhead and Envelope
The Saints Athletic Department
letterhead is two colors on 24lb.
Bright White Smooth Writing stock.
Inks are PMS 188 and Black. Logo is
two-point-three inches (2.3”) wide.
Font size at bottom of page is
9 point Berling Roman (use same
formatting for “Aquinas College”
letterhead).
#10 Envelope prints same
two colors on matching
bright white stock.
Section Three
1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 (616) 632-2474 www.aquinas.edu/athletics/
Athletics Department
Athletics Department
Aquinas College
1607 Robinson Road, S.E.
Grand Rapids, MI 49506-1799
www.aquinas.edu/athletics/
Alternate LogosCollege Seal
Aquinas College Seal. Used on official
documents. Prints in one color (black
or PMS 188). Contact the College
Relations Department for guidelines
on usage.
Section Three
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Alternate FormsFacsimiles
The graphic identity program has two options for fax cover pages. The option
shown here is a general use master page that may be copied. In this case, pertinent
information such as the addressee’s name, e-mail, fax number, the number of pages
and any notes would be handwritten. This master page is available from the
College Relations Department.
The second option is to type this information on a sheet of approved letterhead.
The formatting of a fax cover page should follow the same guidelines as that of a
letterhead. The words “Facsimile Cover Sheet” should be typed first at two-point-
two-five inches (2.25”) from the top edge of the page. Allow three spaces, then
type the addressee line, followed by the addressee’s facsimile number, the sender’s
name, the sender’s fax number and phone, the date and the number of pages. These
lines should be double-spaced. If there is any message, allow three spaces, then type
the note. A computer template that may be printed on white paper is available
from the College Relations Department.
The College’s official typeface for letter formatting is Times New Roman.
Section Four
FAXTo:
Name:
Company:
Phone:
Fax:
Message:
Aquinas College 1607 Robinson Road, S.E. Grand Rapids, MI 49506-1799 www.aquinas.edu
From:
Name:
Phone:
Fax:
Pages (including cover):
Urgent For Review Only Response Requested