Communication Standards for Institutional Brand Identity - JANUARY 2022 - Northern Illinois University
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
JANUARY 2022 Communication Standards for Institutional Brand Identity
Table of Contents
Introduction and contacts................................................................................... 3 Default typefaces...................................................................................31
Brand Basics Graphic elements............................................................................................32
Value proposition.............................................................................................. 5 Shield pattern..........................................................................................32
Brand personality.............................................................................................. 6 Containment devices...........................................................................33
Brand narrative................................................................................................... 7 Photography..................................................................................................... 34
NIU key strengths and benefits.................................................................. 7 Image library............................................................................................35
Tagline..................................................................................................................... 8 Original photography..........................................................................35
Selecting imagery................................................................................ 36
Brand Voice
Color correction.....................................................................................37
How we sound.................................................................................................. 10
Cropping....................................................................................................37
How to put our NIU brand voice into practice...................................11
How to combine brand personality with brand narrative............12 Marketing Examples
Additional guidelines for building our brand voice.........................13 Postcards........................................................................................................... 39
Examples..............................................................................................................14 Brochures........................................................................................................... 42
Flyers............................................................................................................................... 45
Visual Elements
Posters................................................................................................................. 48
The NIU institutional identity......................................................................16
PowerPoint........................................................................................................ 50
The university logo..........................................................................................17
NIU business papers.......................................................................................51
Logo with tagline...................................................................................18
Letterhead and envelopes.................................................................51
Logo configurations..............................................................................19
Business cards....................................................................................... 54
4-color logos.......................................................................................... 20
Student networking cards................................................................55
2-color logos.......................................................................................... 20
Volunteer cards......................................................................................55
1-color logos..............................................................................................21
Name tags......................................................................................................... 56.
Sub-branded logos...............................................................................22
Email......................................................................................................................57.
Clear space buffer................................................................................23
Email signature................................................................................................ 59.
Minimum size...........................................................................................23
Motion graphics/video................................................................................60
Legibility....................................................................................................24
Social media.......................................................................................................61
Improper usage......................................................................................25
Naming guidelines.................................................................................61
Creating decorative/typographical elements........................ 26
Social media avatars and cover photos.................................... 62
Brand colors............................................................................................................ 26
Websites............................................................................................................. 63
Color usage..............................................................................................27
Typography........................................................................................................28 Resources
Primary typeface.................................................................................. 29 Clearinghouse review................................................................................... 65
Secondary typeface............................................................................ 30 Marketing and web resources.................................................................. 66
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 2
Introduction and Contacts
The importance of brand consistency Any questions regarding these communication
standards can be directed to the following areas:
Maintaining a strong and recognizable brand is a key
component to NIU’s success in student enrollment. We Communication standards and institutional branding
created this guide to make it easier for you to correctly University Marketing
and consistently represent the NIU brand when you develop marketing@niu.edu
new communications.
Please submit all print and digital communications to the Logos and sub-branding
Clearinghouse Review at go.niu.edu/clearinghouse at least University Marketing
three days before the communication is due. For more marketing@niu.edu
information, see Page 64.
Website design
Web and Internal Communications
How to use this guide webcommunications@niu.edu
Brand Basics — This section highlights the basic components
of our brand, including value proposition, brand personality, University letterhead and business cards
brand narrative and tagline. Integrated Media Technologies
documentservices@niu.edu
Brand Voice — This section covers what the NIU brand voice
is, plus guidelines and examples to help you put the brand
Athletic identity
voice into practice.
Athletics Marketing
Visual Elements and Marketing Examples — These sections sportsmarketing@niu.edu
provide concrete direction on how to use specific elements,
such as logos, photography and typography.
Resources — This section includes Clearinghouse Review
information and a list of resources to help you.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 3
Brand Basics
Value Proposition The NIU value proposition is a brief aspirational statement that clearly describes the value we offer students and why they should choose us over other institutions. This statement is not intended to be used literally in communications. Instead, it is the prevailing thought behind every communication. Value proposition: A university experience tailored to who I am today and what I will be tomorrow. Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 5
Brand Personality
Our brand personality shines through in everything we do.
A brand’s personality represents the characteristics or traits people associate with a brand. For designers and writers, it helps define
“the look and feel,” or how the brand comes across at a personal and emotional level.
NIU’s updated brand personality is made up of three simple words. Supporting phrases and second-tier descriptors help deepen
understanding of their meaning.
personalized inviting charged
Be who you are. Discover who Open up. Try new things. Come to take on the world.
you want to become. Leave ready to change it.
More backgrounds, more futures
Emotional Magnetic Motivated
Journey Community Inspired
Choice Fresh perspectives Purposeful
Individual attention Sense of challenge Spirited
Experiential learning Warm Invested
Real-world ready Welcoming Life-changing
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 6
Brand Narrative
Our narrative is the story we NIU KEY STRENGTHS NIU BENEFITS VA
want to share. PR
Personal attention/mentoring
How do we prove we’re committed to delivering Professors who care
on our value proposition? By expressing the Knowledgeable advisors Individual-centered/
tangible key strengths and benefits that make Welcoming of all cultures small-college culture
up our narrative. In other words, our narrative is Accessible
the story we want to tell about ourselves at every (affordable and close to home)
opportunity through our voice and visuals.
Variety of majors/programs
High academic rankings Un
Big-university
Distinguished faculty ta
advantages
Athletic team spirit to
be
Robust social programs/activities
Prominent research
Experiential learning
Academic excellence
Career success
Strong internship/job placement programs
Chicago-connected/widely respected
Engaged alumni networks
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 7
Tagline
The NIU tagline helps unify us all.
Another component of the NIU brand is our tagline. It distills our value proposition and brand narrative into a memorable phrase that’s
meaningful across all departments and colleges.
Your Future. Our Focus.
Please note the punctuation. The use of periods gives our tagline more emphasis and an attitude of greater commitment. The tagline may
be used as a headline, a sign-off, in copy or in conjunction with the university logo (see Pages 17–25 for specific logo usage guidelines).
Do not modify, create or use other taglines for the university or any college or department.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 8
Brand Voice
Brand Voice
How we sound
The NIU VOICE is how we want to sound. Use language
carefully and craft your writing to express our brand voice = how we sound
personality, taking into consideration content and tone.
Our BRAND PERSONALITY is personalized, inviting and
charged. For more about brand personality, see Page 6.
For how-tos and examples, see Pages 11–14.
personality = what we’re like
content = the message
CONTENT is the message — the points you want to make
within a communication to inform and inspire your reader
to take action. Content can be anything from informing
tone = variation
students of test requirements to information about housing.
When appropriate, include one or more NIU key strengths
in
and benefits (see Page 7) as part of your content.
voice based on
TONE is the variation of voice you might use depending on
the audience and medium. For example, an email explaining
audience and
the steps to apply for financial aid will sound different than medium
a Facebook post announcing a Huskie pep rally.
Follow Associated Press and NIU styles.
The official style manuals for all Northern Illinois University communications are The Associated Press Stylebook (in print or online at
apstylebook.com) and the NIU Editorial Style Guide online at go.niu.edu/style-guide. All university units are expected to follow AP
and NIU style. Webster’s New World College Dictionary online at m-w.com is used for spelling and usage issues not covered in The
AP Stylebook or NIU Editorial Style Guide.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 10Brand Voice
How to put our NIU brand voice into practice
Our brand voice reinforces our brand personality through the careful use of language. Below are the three brand personality words along
with how-tos. See the next page for examples.
Personalized Inviting Charged
• Personalize with student’s name whenever • Look for opportunities to convey inclusiveness. •C
hoose words that are encouraging and
possible. energetic.
• Use encouraging, aspirational ideas and phrases.
• When applicable, include a real person’s •W
hen appropriate, use short bursts of
• Write from a place of warmth and empathy.
quote or signature to convey personal, encouraging phrases (e.g., let’s do this,
one-on-one communication. • Talk to the student, not at them. we’re going places, no-limit learning).
• Think of what the student wants or needs — •W
rite content that is bold and action-
what is the end benefit for them? oriented.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 11Brand Voice
How to combine brand personality with brand narrative
Below are examples of writing that combine brand personality with brand narrative.
Personalized Inviting Charged
• You'll get to know your instructors and • Our faculty cares about the person you are • Tomorrow is within reach. Chase it.
work closely with them as they share their and the dreams you have. We’re here to help
• See it. Seek it. Be it.
expertise and passion with you. you achieve success in all areas of your life.
• Learn lessons you’ll use. For life.
• Suraiya, we’re excited you’re joining us for • We encourage students, instructors and
our open house this spring. corporate leaders to look beyond the • Do you. Do more. Do it for real.
classroom and apply skills and ideas through
• “W
e’re committed to giving students • Ready. Set. Graduate.
innovative internships.
from all over the world, from all types of
•A
t NIU, our people and resources are
backgrounds what they need to become • We treat all students as the individuals they
organized around you. What are your
their best selves. Whether they’re returning are, with unique talents and challenges, from a
strengths? What energizes you? What
to their communities or moving on and up range of cultures and backgrounds, together
do you want to be? Our purpose is
in the world, NIU is behind them.” on a journey to build a future.
to help students like you get what you
— Vernese Edghill-Walden • Making friends isn’t always easy for everybody. need to lead the life you want today
Chief Diversity Officer But with Huskie Link, you can quickly find lots and after college.
•B
e who you are. Discover who you want of opportunities to meet up with people who
to be. are into the same things you’re into.
•O
ur faculty will help cultivate problem- • NIU students have the best of both worlds.
solving and leadership skills that you’ll find They can live and learn at a place that has the
useful far beyond the classroom. You’re advantages of a big, top-tier university and, at
already a thinker, dreamer and doer. We’ll the same time, feel at home with people who
just help you find your way. support and nurture them.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 12Brand Voice
Additional guidelines for building our brand voice
Below are some writing best practices that can help build a brand voice that is personalized, inviting and charged.
Craft Organize Edit
• Write in a way that’s friendly • Organize your communication with •M
ake any next steps or what
and conversational. a clear hierarchy so the reader can students can expect next very clear.
scan for key information.
•U
se active voice rather than •R
ead your writing aloud — if it
passive. • In long communications, use sounds unnatural, it probably
headlines and subheads. needs to be revised.
•U
se personal-sounding words such
as “we,” “us” and “you” rather than •C
arefully edit to eliminate
“one” or “students.” unnecessary words, sentences or
Be clear and aligned on objective.
ideas (and remember that your
•U
se contractions when appropriate Before writing a communication,
communication is one of many the
for a more casual, friendly tone be clear about your objective and
student will receive from NIU).
(“you’ll” versus “you will,” “we’re” the points you need to convey.
versus “we are”). •U
se quotes from faculty, staff and It’s helpful to have the objective
and key message points agreed-
students, but make sure the quotes
•A
void formal, stiff or academic- upon and in writing, ready to be
are compelling and authentic.
sounding language. shared with stakeholders at every
• Use examples to clarify or add stage of review.
empathy.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 13Brand Voice
Examples
Below are some examples of writing best practices.
Write in a way that’s friendly and Avoid formal, stiff or academic- Make sure quotes are compelling
conversational. sounding language. and authentic.
It’s your responsibility to do the following... Environmental education courses prepare “It’s a good starting point for a freshman
formal and nonformal educators to in college. It’s a good way to get to
Come join us! All you need to do now is...
use community and out-of-classroom know students and professors.”
resources to enhance school curricula
“The TLC class gave me more confidence
Use active voice. and nonformal education programs in
in presenting my work to a roomful
diverse settings.
Courses in accounting may be found… of people. Plus, I got to know people I
Using the area waters and woods as wouldn’t have met in my regular classes.”
You can find our accounting courses…
our classroom, you’ll learn how to plan
courses that teach students and others
Use personal-sounding pronouns. how to be better stewards of the earth.
One may reach our campus from the east...
You can reach our campus from the east…
Remember the value proposition and narrative.
Voice and visuals work together to reflect a university experience with the professional and academic excellence needed to succeed
as a student and in the world.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 14Visual Elements
The NIU Institutional Identity Northern Illinois University’s visual identity is established through the appropriate use of the following marks: the university logo, the Huskie athletics logo and the university seal. These elements should be used only in the circumstances and according to the specifications described in this guide. Never recreate or typeset NIU logos. Use only official logo files in communications. University logo The university logo represents NIU as a whole. It’s used in all communications (internal and external) and acts as an umbrella identity under which all other NIU identities fall. Download logo files at go.niu.edu/logos. For assistance, please contact University Marketing at marketing@niu.edu. Huskie athletics logo The Huskie logo is intended for use on materials related to NIU Athletics programs. For usage permission, contact the NIU Athletics Marketing office at sportsmarketing@niu.edu. Access logo standards at niuhuskies.com/sports/2016/6/13/ot-licensing-information-html.aspx. University seal The university seal is reserved for use on materials related to the Office of the President, Board of Trustees or university documents of a formal and official nature (e.g., diplomas, certificates, transcripts). Please contact marketing@niu.edu for information on the appropriate use of the university seal. Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 16
The University Logo
The NIU logo is central to institutional branding. Consistent and correct use of this logo significantly contributes to maintaining and
strengthening the identity and reputation of NIU.
The university logo is composed of two parts: the NIU brandmark and the NIU wordmark. These parts combine to make a logo that
identifies the university to the world. Never use the brandmark alone to represent the university except in specific cases, which must be
approved in advance by University Marketing.
NIU NIU wordmark
brandmark
The Role of a Logo.
A university logo serves to identify messaging with a “signature” of that institution. Generally, the logo appears at or near the bottom
of the page and, occasionally, elsewhere. The logo should not be used as or incorporated into a heading within a message.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 17The University Logo
Logo with tagline
Our logo with the tagline is an opportunity to say something bold about ourselves that differentiates us from other universities. Through
consistent use, we build up the strength and equity of our tagline.
NIU Wordmark
NIU Tagline
When to use the NIU logo with tagline
Recruitment (prospective student) communications Retainment (current student) communications
A general rule of thumb is to use the logo with tagline whenever The general rule of thumb is to use the logo with tagline whenever
possible, especially in communications that target an audience possible to reinforce the benefit of remaining a student at NIU.
outside of the university. For example, use the NIU logo with For example, campus posters, flyers, course information, financial
tagline in advertising, on our website, in the view book or in other aid or student housing communications, letterheads and more can
recruiting materials that can benefit from the tagline. benefit from the logo with tagline.
Exceptions to the Rule.
Do not use the logo with tagline in signage, non-student-focused communications or when the size of the tagline becomes too small
to be easily legible, such as on small premium items. When in doubt, please consult with University Marketing at marketing@niu.edu.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 18The University Logo Logo configurations To give designers flexibility, the university logo is available with and without the tagline and in three configurations: vertical, horizontal and extreme horizontal. Vertical version Horizontal version Extreme horizontal version Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 19
The University Logo
4-color positive logos
Use the 4-color positive logo on white or
light-colored backgrounds.
4-color positive version 4-color positive version with tagline
4-color reversed logos
Use the 4-color reversed logo only on
dark backgrounds.
4-color reversed version 4-color reversed version with tagline
2-color logos
A 2-color logo is also available. Use this
black and white logo on light, non-white
backgrounds for print communications
and apparel where a limited number of
colors are available. Do not use 2-color
logos in digital communications. 2-color version 2-color version with tagline
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 20The University Logo
1-color logos
Single-color logos are available for
print communications and merchandise
when color production is limited. Do
not use single-color logos in digital
communications. Black (positive)
versions are for use on white and light- 1-color positive version 1-color positive version with tagline
colored backgrounds. White (reversed)
versions are for use on dark backgrounds.
Do not use 1-color logos in any color
other than black or white. The tagline
should always appear the same color as
the logo.
1-color reversed version 1-color reversed version with tagline
The logo may only appear as black The castle should never be darker than
or white. the area around it.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 21The University Logo
Sub-branded logos
University
Sub-branded logos are an extension of the university’s
brand identity. Use them to identify entities under the
College
university umbrella that need their own branding. See
The Role of a Logo on Page 17.
College-focused sub-brand
Two options for sub-branding are available: Use college-
focused logos when promoting the college in its entirety.
Use department-/school-focused logos when the
communication is coming from or promoting a specific University
department or school within the college. Do not use
taglines with department-/school-focused logos. College
For custom sub-branded logos, please contact University
Tagline
Marketing at marketing@niu.edu.
College-focused sub-brand with tagline
Do not use college names as
sub-branding components University
College of Health and Human Services under the university name.
School of Theatre Department/
and Dance school
College
Do not use department/
College of Education school names as sub-branding
Department of Leadership, Educational
components. Department-/school-focused sub-brand
Psychology and Foundations
College of Visual and Performing Arts
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 22The University Logo
Clear space buffer
A minimum amount of space is required around
all edges of the NIU logo to buffer it from other
graphics and type. The space between the logo and
all typography (with the exception of the tagline
and sub-branding of colleges), other logos, graphics
and photos should be equivalent to or greater than
the width of the brandmark (illustrated at right).
Buffer = width of brandmark
Minimum size
Use the NIU brandmark and wordmark on all
materials. To maximize legibility, the brandmark
may not appear smaller than shown in the
examples here.
Minimum size:
Print: 3/8" (.375") width of brandmark
Digital: 38 pixels at 72 dpi width of brandmark
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 23The University Logo
Legibility
In order to ensure the legibility of the
university logo, place it on background
images with simple, uniform fields of
color. Avoid placing it on visually complex
photography or patterns. If needed,
place the logo within a solid, single-
colored box over the background.
Do not place the logo on high-contrasting Do not place the logo on busy, complex
backgrounds. backgrounds.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 24The University Logo
Improper usage
Below are examples of logo modifications that are not acceptable for use.
Your future is our focus.
Sub-branding
Sub-branding Component
Component Your Future. Our Focus.
Do not alter the proportions or distort. Do not change the size or proportion of the Do not alter the tagline.
tagline or sub-branding component.
NI
HER LLINO
RT
NO
IS
U
NIVERSIT
ON
College Name or
IATI
Unit Name
OC
Y
S Experiential learning for the real world.
ST
UDENT AS
Do not alter the colors. Do not use different taglines.
Do not add graphic elements.
The NIU tagline should not function as an independent logo; do not separate the tagline
Your Future. Our Focus. graphic from the logo lockup. When displaying the tagline copy outside of the logo, it should
be typeset in either Gotham or Chronicle — never in Lucida Bright.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 25The University Logo
Creating decorative/typographical
Do not use the words "Northern Illinois Do not incorporate NIU branding
elements for internal use University." Using "NIU" is permitted. as a design element.
For the purpose of any external-facing
marketing materials, we recommend
using either the NIU institutional identity
or an appropriate sub-brand. The
university logo should appear at or near
the bottom of a page and should not be
used as or incorporated into a heading
within a message. The name of the
area, initiative or program should be the
heading on any promotional materials.
There may be times when an additional
Do not use to replace our standard branding. Accompany
visual element is necessary to with the appropriate NIU logo whenever possible.
appropriately and effectively promote an The sample above is approved for use.
event or program to an internal audience.
We encourage you to work with our staff
designers to develop your visual and
submit the elements to the Clearinghouse We cannot develop a new
for review. version of a Huskie or Victor E.
Branding elements featuring a
Huskie dog require permission The approved
from Intercollegiate Athletics. logo to the right
The Mighty demonstrates an The Mighty
Cauldrons acceptable visual Cauldrons
NIU QUIDDITCH and legible copy.
Color usage should NIU QUIDDITCH
lend itself to
branding, but must
also be legible.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 26Brand Colors
Our primary brand colors are NIU Primary colors
Red and black. Gray (or silver metallic
NIU Red Black Pantone 422 White
when applicable) is used as an accent Pantone 186 CMYK: 0/0/0/100 CMYK: 0/0/0/33 CMYK: 0/0/0/0
color within both the NIU and Huskie CMYK: 2/100/85/6 sRGB: 0/0/0 sRGB: 165/167/168 sRGB: 255/255/255
sRGB: 200/16/46 HTML: #000000 HTML: #A5A7A8 HTML: #FFFFFF
Athletics logos. The formulas for NIU HTML: #C8102E RA Thread: 5596 RA Thread: 5783 RA Thread: 5597
Red, black and gray are shown at right RA Thread: 5563
[or]
in their various forms for print and Pantone 877 Metallic
web display, as well as for embroidery CMYK: 0/0/0/33
sRGB: 165/167/168
in soft goods. HTML: #A5A7A8
RA Thread: 5783
In addition to the brand colors of NIU
Red, black and gray, a secondary color
palette introduces a bright, fresh set
of options that are helpful in extending
the primary palette. Use these colors
to separate information within charts Secondary colors
and diagrams. Pantone 166 Pantone 108 Pantone 389 Pantone 361
CMYK: 0/76/100/0 CMYK: 0/5/98/0 CMYK: 21/0/85/0 CMYK: 77/0/100/0
sRGB: 227/82/5 sRGB: 254/219/0 sRGB: 208/223/0 sRGB: 67/176/42
HTML: #E35205 HTML: #FEDB00 HTML: #D0DF00 HTML: #43B02A
Pantone 7716 Pantone 2995 Pantone 7687
CMYK: 83/0/40/11 CMYK: 83/1/0/0 CMYK: 100/78/0/18
sRGB: 0/150/143 sRGB: 0/169/224 sRGB: 29/66/138
HTML: #00968F HTML: #00A9E0 HTML: #1D428A
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 27Brand Colors
Color usage
The following graph depicts the
relative ratio of color usage within the
NIU color palette.
B
•N
IU Red, black and white are the
foundation of our palette and should
be used prominently throughout all C
communications.
• Gray (silver) is an accent color
and can be used to highlight key
information.
•S
econdary colors should only be
used sparingly; they can act as pops
of color to help create hierarchy and
emphasis, and can be used within
graphics and diagrams.
• Always use color purposefully,
keeping in mind the proportions
shown in the chart to the right.
A
A Black
D
B NIU Red
C White
D Gray (silver) E
E Secondary colors
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 28Typography
Typography is an essential element
of the NIU brand identity. When used
consistently, it unifies messaging and
creates familiarity.
While Lucida Bright is used within the Aa Gotham
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa
1234567890!@#$%
NIU logo, it may not be used in text.
Use body copy and headline fonts to
complement the brandmark — do not
attempt to match it.
Use Gotham and Chronicle as Chronicle
the primary typefaces of the NIU
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
brand. In situations where these are
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
not available, use Arial and Times
New Roman. 1234567890!@#$%
Gotham and Chronicle are licensed,
OpenType fonts available from Hoefler
& Co. at typography.com. Arial and
Times New Roman come standard
with Windows- and Macintosh-based
computers.
Arial Times New Roman
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$% 1234567890!@#$%
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 29Typography
Primary typeface
Gotham is the primary typeface of
the NIU brand. Modern, flexible, easy
to read, open and inviting, Gotham is
suitable for most communications. A
wide range of weights and stresses
allow for multiple levels of typographic
hierarchy, impact and clarity.
Gotham XNarrow is a condensed
AaGotham Thin Italic
Gotham
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%
Gotham XNarrow Thin Italic
version of Gotham that is available for Gotham Extra Light Italic Gotham XNarrow Extra Light Italic
use in content-heavy communications.
Gotham Light Italic Gotham XNarrow Light Italic
Gotham Book Italic Gotham XNarrow Book Italic
Alternative typeface
Gotham Medium Italic Gotham XNarrow Medium Italic
Due to typeface limitations in
some digital applications, Arial Gotham Bold Italic Gotham XNarrow Bold Italic
is the primary typeface for
email, PowerPoint and web
Gotham Black Italic Gotham XNarrow Black Italic
communications. Gotham Ultra Italic Gotham XNarrow Ultra Italic
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 30Typography
Secondary typeface
Use Chronicle as the support typeface
of the NIU brand. Refined, intelligent
and attention-grabbing, Chronicle
balances Gotham to add sophistication
and to position NIU as institutional
and engaging. Use Chronicle in
communications that focus on
educational topics.
Aa
Chronicle Display Extra Light
Chronicle
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%
Italic
Use Chronicle Display in headlines Chronicle Display Light Italic
and large display-sized type (18-plus
point). In standard body copy-sized Chronicle Display Roman Italic
applications, Chronicle Text G2 has Chronicle Display Bold Italic
been selected for its legibility and
versatility in a wide range of printing Chronicle Display Black Italic
methods and paper grades.
Chronicle Text G2 Roman Italic
Chronicle Text G2 Semibold Italic
Chronicle Text G2 Bold Italic
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 31Typography
Default typefaces
If the primary typefaces are not
available, such as in Microsoft Office
documents, use Arial and Times New
Roman instead. Aa
Arial Regular
Arial
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%
Italic
Arial Bold Italic
Aa
Times New Roman
Times New Roman
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%
Italic
Times New Roman Bold Italic
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 32Graphic Elements Shield pattern A brand pattern composed of the shield shape of our logo is available for use as a background texture and to add visual interest to large areas of negative space. How to use Always use the pattern in low contrast on backgrounds of no more than 15% black. Alternatively, on black backgrounds the pattern may be used as a minimum 80% tint of black. Always maintain the scale of the pattern so that the individual shapes are small and blend together to create an even color and texture. Maintaining this scale and low level of contrast is critical to avoid the pattern appearing busy or overbearing. Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 33
Graphic Elements
Containment devices
Two styles of graphic containment devices
are available to help segment and highlight DISCOVER
content within communications. LIFE
JOIN
START AT NIU
Highlight frame LOREM IPSUM DOLOR. Nemino ies
sim repell rumillion rempilin et
The highlight frame is a black background
eriniloi utfila ilsoass ipsandi gnat
surrounded by a thick NIU Red rule. Use
it to call attention to a self-contained idea
emi non cominim nisum ipsam,
consine restilis nioodilo optat
THE PACK
or story. usae plicim inus, secullol reolein
ruptatia veliquas etino repello.
Pa nobit, et veles duciis
Shield frame cupisim verfers pernas
pori offictum veria sam
The hexagon-shaped shield frame uses harum ipis seque core
our gray (Pantone 422) around a white esininetus debis et faatati
ut fugiti or si dus que eictius
background. Use it to create a strong focal rem. que eum reperest, seque
point and draw attention to a message. iurit eostio. Ebit voluptatus.
estiniletorum velot consectur.
The shield frame should always maintain
the same proportions as the university logo
shield. Do not distort the shield frame in
any way.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 34Photography
Imagery is one of our strongest opportunities
for creating an emotional connection. It
provides a platform to engage with our
audience and reflects NIU’s personality traits:
• Personalized
• Inviting
• Charged
See Page 6 for more information on our
brand personality.
Northern Illinois University || niu.edu/communication-standards
www.niu.edu/graphicstandards | |Communication
CommunicationStandards
Standards
forfor
Institutional
Institutional
Brand
Brand
Identity
Identity 35Photography Image library Buildings, landscapes, students and faculty — you can access a variety of photos from the Image Library at images.media.niu.edu. If you cannot locate a suitable image in the library, you can request assistance in locating an image or schedule a photographer. For help with the Image Library, contact socialmedia@ niu.edu. Original photography When original photography is needed, we recommend using the professional photographers in Institutional Communications. Their expertise in lighting and composition is essential for creating dynamic and engaging photos. Discussing the project ahead of time with the creative team can help focus the direction of the photography. For photo assignments, contact socialmedia@niu.edu. Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 36
Photography
Selecting imagery
Always select photos that reinforce
NIU’s brand personality and narrative.
Imagery should convey student
engagement that is authentic and
creates an emotional connection with
Inviting, warm personality Genuine, authentic emotions Rich, saturated color
our audience. Look for photos that
are warm and full of spirit and energy.
Only select photos that have adequate
image resolution.
Personal and engaging Energetic with good use of Interesting perspective with
selective focus bright, natural lighting
Replace with engaging scenarios Replace with unexpected Replace with exciting and
with good lighting. angles and compositions. energetic students.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 37Photography
Color correction
Lighting is a critical component in the quality
of photography. When available images
are overly dark or dull in color, it may be
necessary to make some file adjustments.
Three simple steps can increase the vibrancy
of images:
• Lighten the highlights.
• Increase the contrast.
• Boost the color saturation.
Original Adjusted
Cropping
When selecting and cropping imagery, look
for ways to add interest and eye movement.
Tighter cropping allows the viewer to focus
on the subject matter more quickly and
eliminates unnecessary, distracting elements
within the photo.
Cropped
Original
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 38Marketing Examples
Postcards
Option A Option C
This is a small sampling of postcard examples
designed to fit varying communication needs. Et at odit essus dolt
Instructions: etur as dolupta tiatia
• Replace headlines, body copy and velis de aut et.
imagery with content. ET DEL READY… SET…
GRADUATE
Ut pelluptatem vel et amus que sed quuntiusae atio. Itate
• Margins and postal requirement areas nam, simi, suntotaest, simenihit at inulla consere.
ODIT ES
have been included to aid in the design
of your file.
LUS DOLT
• Postal indicia should be added by the
DOLUPTA
mailing house prior to printing. TIATIA.
• Avoid placing content within postal
marking and address areas.
Specifications: Option B
• 7 inches by 5 inches plus bleed.
• CMYK color space. Et at odit essus YOUR
dolt etur as do
FUTURE
POSTAL POSTAL
INDICIA PREPARING FOR INDICIA
lupta tiatia velis
de aut et. AT NIU
JOIN US ON AUGUST 5TH Nem nemi essimin
JOIN US ON AUGUST 5TH Nem nemi essimin repello rumiloin remperi utor offi cabo
ipsa ndi gnatemil non cominim nissumilo
repello rumiloin remperi utor offi cabo NAME NAME
ipsam, conitor sent restilis modilo optat
ipsa ndi gnatemil non cominim nissumilo UNIT NAME UNIT NAME
ADDRESS 1 usae plicini min. ADDRESS 1
ipsam, conitor sent restilis modilo optat
ADDRESS 2 ADDRESS 2
usae plicini min. CITY, STATE ZIP CITY, STATE ZIP
Rem arunt eum expelitatur aspissit
ut accuum doloriat iliqui incipit, offic
temolesseni de voluptatiunt ve.
Postal marking area Mailing address area
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 40Postcards
Front options A and B Front option C
.4167"
Et at odit essus dolt
COPY AREA
• Type may be set anywhere within the defined copy area.
etur as dolupta tiatia
• Headline size and style should vary based on content, but suggested starting size is 30-point.
• If body copy is necessary, the suggested minimum size is 10-point.
velis de aut et.
.4167"
.4167"
READY… SET…
GRADUATE
Ut pelluptatem vel et amus que sed quuntiusae atio. Itate
nam, simi, suntotaest, simenihit at inulla consere.
.4167"
1.0833" 1.0833" 1"
NOTE NOTE
• Do not move or make adjustments to the logo in any way. • Do not move or make adjustments to the logo in any way.
• The headline should be placed with the main baseline 1 inch from the bottom of the postcard, overlapping
the red bar. Headline size should vary based on content and be set in Gotham Black, full cap, with
tracking set to -20.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 41Postcards
Back option A Back option B
.1944" .1944"
Et at odit essus
COPY AREA
• Type may be set anywhere within the
Et at odit essus
COPY AREA
• Type may be set anywhere within the defined
dolt etur as do dolt etur as do
POSTAL POSTAL
defined copy area. INDICIA copy area. INDICIA
• Headline size should vary based on content, • Headline size should vary based on content
lupta tiatia velis
but suggested starting size is 30/30-point
Chronicle Display Light. lupta tiatia velis
and be set in Gotham Black, full cap, with
tracking set to -20. Smaller text within the
de aut et. de aut et.
headline should vary based on content as well.
• The suggested size of body copy is
It should be set in Gotham Book, full cap, with
10.5/16-point Gotham Book.
tracking set to 40.
• If emphasis is desired in the body copy 3.6994" 3.5"
• The suggested size of body copy is 9/15-point
.1944"
.1944"
paragraph intro, it may be set as 8/16-point
Gotham Book.
Gotham
JOIN US ONBold with5TH
AUGUST tracking
Nemset to 25
nemi (this
essimin JOIN US ON AUGUST 5TH Nem nemi essimin
sizing is based on the suggested body • If emphasis is desired in the body copy
repello rumiloin
copy size). remperi utor offi cabo NAME
repello rumiloin
paragraph intro,remperi
it may beutor offi
set as cabo
7/15-point NAME
ipsa ndi gnatemil non cominim nissumilo UNIT NAME ipsa ndi gnatemil
Gotham Bold withnon cominim
tracking set tonissumilo
25 (this sizing UNIT NAME
ADDRESS 1 is based on the suggested body copy size). ADDRESS 1
ipsam, conitor sent restilis modilo optat ipsam, conitor sent restilis modilo optat
ADDRESS 2 ADDRESS 2
usae plicini min. CITY, STATE ZIP
usae plicini min. CITY, STATE ZIP
Rem arunt eum expelitatur aspissit Rem arunt eum expelitatur aspissit
ut accuum doloriat iliqui incipit, offic ut accuum doloriat iliqui incipit, offic
temolesseni de voluptatiunt ve. temolesseni de voluptatiunt ve.
Mailing address area Mailing address area
.8333" .8333"
Postal marking area Postal marking area
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 42Brochures
Chronicle-based covers Gotham-based covers
Here are three examples of brochure
Orientation guide
Fulilest haril omnien.
Fulilest haril omnien.
Orientation guide
Fall 2017
Fall 2017
LO R E M I P S U M D O LO R S I T A M E T
L OR E M I P S U M D OL OR S I T A M E T
On campus, in the mix On campus, in the mix On campus, in the mix On campus, in the mix
cover options with a choice of Gotham
Sunt lacitatia com innimende rianosl sed quat min Sunt lacitatia com innimende rianosl sed quat min Sunt lacitatia com innimende rianosl sed quat min Sunt lacitatia com innimende rianosl sed quat min
fulilest haril omnienime aut que voluptam, imusino fulilest haril omnienime aut que voluptam, imusino fulilest haril omnienime aut que voluptam, imusino fulilest haril omnienime aut que voluptam, imusino
earibus aut re quuntusi illut. Musd aeris explignis earibus aut re quuntusi illut. Musd aeris explignis earibus aut re quuntusi illut. Musd aeris explignis earibus aut re quuntusi illut. Musd aeris explignis
eto quolor occus eat vectorums. Pudan ilsdam, offi eto quolor occus eat vectorums. Pudan ilsdam, offi eto quolor occus eat vectorums. Pudan ilsdam, offi eto quolor occus eat vectorums. Pudan ilsdam, offi
cata consecto es aditia incilibus et oditatis quid. cata consecto es aditia incilibus et oditatis quid. cata consecto es aditia incilibus et oditatis quid. cata consecto es aditia incilibus et oditatis quid.
or Chronicle typefaces. Chronicle is
LOREM IPSUM DOLOR SIT
Maximol oriatia voluptaturi autino dictom quatiantOn campus, in the mix
qu aes rem et voluptius di cus. Porem quiae natur?
LOREM IPSUM DOLOR SIT
Maximol oriatia voluptaturi autino dictom quatiant
qu aes rem et voluptius di cus. Porem quiae natur?
TIMIN RECESCI LATUM FUG LOREM IPSUM DOLOR SIT
Maximol oriatia voluptaturi autino dictom quatiantOn campus, in the mix
qu aes rem et voluptius di cus. Porem quiae natur?
LOREM IPSUM DOLOR SIT
Maximol oriatia voluptaturi autino dictom quatiant
qu aes rem et voluptius di cus. Porem quiae natur?
TIMIN RECESCI LATUM FUG
Quidest ibearch illabor poreribusam sequas simin Sunt lacitatia com innimende rianosl sed quat min ibearch illabor poreribusam sequas simin Quidest ibearch illabor poreribusam sequas simin Sunt lacitatia com innimende rianosl sed quat min ibearch illabor poreribusam sequas simin
Quidest Quidest
suggested when the brochure content is
recesci llatium fuga. On nihicil ibusdae perum volorfulilest haril omnienime aut que voluptam, imusino
solent limi imus. eto quolor occus eat vectorums. Pudan ilsdam,
recesci llatium fuga. On nihicil ibusdae perum volor
sin etorum quam endis inctur antia inetur ab ipsantearibus aut re quuntusi illut. Musd aeris explignis
sin etorum quam endis inctur antia inetur ab ipsant
offilimi imus.
solent
cata consecto es aditia incilibus et oditatis quid.
recesci llatium fuga. On nihicil ibusdae perum volorfulilest haril omnienime aut que voluptam, imusino
solent limi imus. eto quolor occus eat vectorums. Pudan ilsdam,
recesci llatium fuga. On nihicil ibusdae perum volor
sin etorum quam endis inctur antia inetur ab ipsantearibus aut re quuntusi illut. Musd aeris explignis
sin etorum quam endis inctur antia inetur ab ipsant
offilimi imus.
solent
cata consecto es aditia incilibus et oditatis quid.
• Iqui sitatur alibus aut ab idit fuga. • Iqui sitatur alibus aut ab idit fuga. • Iqui sitatur alibus aut ab idit fuga. • Iqui sitatur alibus aut ab idit fuga.
academic in nature.
LOREM IPSUM DOLOR SIT LOREM IPSUM DOLOR SIT
• Agni te rat eanilo sequiam ipsapernatur • Agni te rat eanilo sequiam ipsapernatur • Agni te rat eanilo sequiam ipsapernatur • Agni te rat eanilo sequiam ipsapernatur
Maximol oriatia voluptaturi autino dictom quatiant Maximol oriatia voluptaturi autino dictom quatiant
• possimet imin, nienitae pell ore debisquia • possimet imin, nienitae pell ore debisquia • possimet imin, nienitae pell ore debisquia • possimet imin, nienitae pell ore debisquia
qu aes rem et voluptius di cus. Porem quiae natur? qu aes rem et voluptius di cus. Porem quiae natur?
aspitas dolurms aspitas dolurms aspitas dolurms aspitas dolurms
Mulilest
Quidest ibearch illabor poreribusam sequas simin Quidest ibearch illabor poreribusam sequas simin
Mulilest
• Eium autecat emporectia sitin recesci llatium fuga. On nihicil ibusdae perum•volor
Eium autecat emporectia sitin • Eium autecat emporectia sitin recesci llatium fuga. On nihicil ibusdae perum•volor
Eium autecat emporectia sitin
sin etorum quam endis inctur antia inetur ab ipsant sin etorum quam endis inctur antia inetur ab ipsant
Musd aeris explignis eto quolor occus eat vectorums. solent limi imus. Musd aeris explignis eto quolor occus eat vectorums. Musd aeris explignis eto quolor occus eat vectorums. solent limi imus. Musd aeris explignis eto quolor occus eat vectorums.
Instructions: haril omil
Pudan ilsdam, offi cata consecto es aditia incilibus et Pudan ilsdam, offi cata consecto es aditia incilibus et Pudan ilsdam, offi cata consecto es aditia incilibus et Pudan ilsdam, offi cata consecto es aditia incilibus et
haril omil
oditatis quid. • Iqui sitatur alibus aut ab idit fuga. oditatis quid. oditatis quid. • Iqui sitatur alibus aut ab idit fuga. oditatis quid.
• Agni te rat eanilo sequiam ipsapernatur • Agni te rat eanilo sequiam ipsapernatur
nien. nien.
• possimet imin, nienitae pell ore debisquia • possimet imin, nienitae pell ore debisquia
• Choose a cover layout option that suits
aspitas dolurms aspitas dolurms
• Eium autecat emporectia sitin • Eium autecat emporectia sitin
Musd aeris explignis eto quolor occus eat vectorums. Musd aeris explignis eto quolor occus eat vectorums.
Pudan ilsdam, offi cata consecto es aditia incilibus et
Illabor poreribusam sequas Pudan ilsdam, offi cata consecto es aditia incilibus et
Illabor poreribusam sequas
the needs of your content.
oditatis quid. oditatis quid.
simin recesci llatium fuga. simin recesci llatium fuga.
• When doing a series of brochures about
related content, select one cover layout
option for the entire series.
• Replace headlines, body copy and
imagery with content.
Interior spread
• Paragraph and character styles have
Subhead
been included along with grids to aid
On campus, in the mix Start new adventures
in the design of your file.
Sunt lacitatia com innimende
rianosl sed quat minullest haril
omnienime aut que voluptam,
maximol oriatia voluptaturi
aut dic tem quatiant quaes
rem et voluptius di cus. Porem
Igent aut pos voluptur sas mol
ptum, venih ilitas magnihil ino
etur, aut diam volorer natural
Sequam seque nonet quaspero
illaciu volorum. sandit, sitas
ipsaped eium faccum aliaest aut DISCOVER 10-point Gotham Bold.
12-point leading.
LIFE
imusino earibus aut re quuntusi quiae natur? Quidest ibearch iantin adipsm sin et pori epedil quatumet et lam, susinosil rate
illut. Musd aeris explignis eto illabor poreribusam sequas ition serio. Ilumilisq uamus, num, sit odisqumi aturi descidi
quolor occus eat vectorums. simin recesci llatium fuga. On verepira suntin volers itolsbus. psapis aut quam into et que START AT NIU
Pudan ilsdam, officata consecto nihicil ibusdae perum volor sin nihicium, si dolupt atur alicimi,
es aditia incilibus et oditatis etor quam endis inctur antia Consenita necte consequi cusin aliquiate sit eos et prolind
Specifications:
quidenil linoem quam net fugia inetur ab ipsant solent limi aciunt dem cusdan itatiu sdae issi occum venis illam, volore LOREM IPSUM DOLOR. Nemino
conse quodil errchit atationil imus. Iqui sitatur alibus aut ab perspe ne vid quidis et labo iunt estimno seo dolor um utin evots.
sendero etor officatem que max idit fuga. Agni te rat ea sequiam autali corumnus. Ecto incid Magnis consed itisim rem eicim iessim repello rumillion remperi Body
imolore quam. ipsapernatur am res possimet eaquias vellore, voluptur, nonse repereh enist, odiut veruntin utfila ilsoass ipsandi gnatemi non
8-point Chronicle Text G2 Roman.
• 8.5 inches by 3.6875 inches tri-fold.
imin eium autecat emporectia pellene ctotat. minis mo conet ur aut es molori
sit, nienitae pell ore debisquia velenit maxim ipit ide volor am cominim nisum ipsam, consine
aspitas dolurms. evender dolur estimos.
restilis nioodilo optatusae plicim 10-point leading.
inus, secullol reolein ruptatia
• CMYK color space. veliquas etino rento blango ilolir
Class of ’21
gnaturiem repello solest noimosi.
Roroli optas officae. Everu lino
int inustium accum vollest, simo
Callout body
WELCOME inve natium. 10-point Gotham Book.
16-point leading.
YOUR FUTUR E.
OUR FOCUS.
Northern Illinois University | niu.edu/communication-standards | Communication Standards for Institutional Brand Identity 43You can also read
