Identity User s Guide

Identity User’s Guide Foreword When we embarked on a journey to answer the question, “What is Caltech?”, we started by talking with members of the C...
Author: Wendy Wheeler
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Identity User’s Guide

Foreword When we embarked on a journey to answer the question, “What is Caltech?”, we started by talking with members of the Caltech community—almost 2,000 of you, in fact—including faculty, students, postdocs, staff, administrators, alumni, and donors. You told us what makes Caltech special, you expressed the importance of expanding support for Caltech, and you agreed that more people should know about Caltech’s influence, achievements, and impact. Your perspectives and insights informed the development of Caltech’s strategic identity platform, outlined in this manual. Now, by implementing Caltech’s identity standards, you will help guide key audiences’ perceptions about who we are, strengthen the Institute’s reputation, increase awareness and appreciation of our work, and differentiate Caltech from other institutions. We want our audiences to understand the breadth and scale of the discoveries pioneered here and to appreciate the unique culture and environment that cultivates such excellence so that they will lend their support to the Institute. The resources, tools, and examples that follow will help you promote Caltech consistently in all that you do, no matter your role in the Caltech community.

Please note: The Caltech orange and primary and secondary palette colors are not reproduced accurately here. If you are attempting to match or correct color, please refer to the corresponding PMS chips or contact Caltech's Office of Marketing and Communications for assistance.

The Caltech strategic identity platform reflects the passion and pride inherent in this community. By implementing it consistently, we will broaden and extend Caltech’s influence and appreciation, especially among those audiences whose support will ensure that Caltech continues to thrive for centuries to come. Thank you for everything you are doing and will do to help bring the Caltech story to life.

Contents Introduction Strategic Identity Project Overview Why We Need Identity Standards How This Book Should Be Used

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Positioning and Messaging Positioning 8 Key Strengths 16 Core Attributes 18 Crafting Content 20 Audience Messaging 24 Style Guide Our Name 44 Overview of Institute Marks 45 Logo 46 Seal 64 Digital Icon 66 Athletics Logos 68 Color 70 Typeface 82 Photography 92

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Strategic Identity Project Overview In March 2013, Caltech commenced a coordinated endeavor— dubbed the Strategic Identity Project—to enhance the Institute’s visibility among those audiences we believe to be critical to its future success. The Strategic Identity Project solicited extensive qualitative and quantitative input from approximately 2,000 Institute and community members, collected via interviews, focus groups, a campus-wide survey, and website posts and comments. This data was analyzed and distilled in order to pinpoint Caltech’s unique position among science, engineering, and technology research institutions. A cabinet representing all facets of our community—from each division and JPL, to undergraduate and graduate students, postdocs, staff, donors, alumni, and administration—met to review the results. Charged with ensuring our positioning is unique, truthful, and compelling to all of our key audiences, the cabinet looked closely at the community input and engaged in in-depth conversation to answer the question “What is Caltech?” In December 2013, the project cabinet endorsed the positioning statement, core messaging, and visual identity system detailed in this book. This program, and the tools it has inspired, will help build awareness and understanding of the Institute by providing a solid foundation upon which each of us can tell our own compelling Caltech story.

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DISTILL Caltech’s essence

POSITIONING PLATFORM

AMPLIFY what makes Caltech great

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Why We Need Identity Standards

How This Book Should Be Used

Identity standards are guidelines for using the messaging and visuals that came out of the Strategic Identity Project. When consistently deployed across communications platforms, these standards help shape and reinforce public perceptions and associations about Caltech, enabling you to connect with and engage those audiences most relevant to you. The themes, positioning, and messaging described in this manual help give our audiences a clearer understanding of, and motivation to support, the Institute. Our visual identity system—the logos, color palettes, photography guidelines, and other graphic elements— is designed to reinforce that understanding and motivation. If you are someone who communicates on behalf of Caltech, we believe you’ll find this book a helpful and inspiring resource. Whether you are sending a newsletter, organizing an event, submitting a grant proposal, or presenting at a conference, you’ll be able to use these guidelines, tools, resources, and examples to make your work easier and your impact greater.

TO CLARIFY Caltech’s unique qualities, advantages, and capabilities

TO ENSURE key thoughts are present in all communications

TO INSPIRE effective messaging by individual communicators

TO ENCOURAGE internal and external advocates for Caltech

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Positioning and Messaging

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But what is a positioning statement? It is neither our mission statement nor a definition of our work. Rather, it is an articulation of what makes us special, what drives us, and what makes us meaningfully different. It encapsulates how we want our most important audiences to perceive Caltech.

POSITIONING

Caltech is leading research and teaching institution and national lab focused on science and engineering.

How should Caltech be perceived?

This section will introduce Caltech’s positioning statement, show how it relates to our key strengths and core attributes, and give ideas as to how each of us can apply it when we speak to our target audiences. VISUAL IDENTITY

MESSAGING

CHANNELS

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CAMPAIGNS

EXPERIENCES

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EXPRESSION

Whenever we tell the Caltech story, we should strive to create a sustained feeling, impression, or insight that will distinguish Caltech in our audiences’ minds. Our positioning statement is meant to serve as that conceptual core and to underlie all that we say and do—whether we’re creating event invitations, newsletters, coordinated campaigns, or doing something entirely different— when we communicate about or on behalf of Caltech.

DEFINITION

Positioning: Defined

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Positioning Statement

Caltech pioneers audacious science and technology that transforms our world. 

Our positioning statement conveys the core story that should be communicated through all we say and do. It is not a slogan, a tagline, or a motto, but rather the idea that should inspire these and other forms of expression. Pioneers speaks to Caltech’s legacy and ongoing commitment to leading game-changing research and discoveries. The innovative work that we do today—and that we will do tomorrow—builds upon the work that we have done for the last 100 years. Audacious captures Caltech’s inherent curiosity, ambition, and drive to explore. It embodies the way in which we approach everything we do at Caltech, the way we purposefully choose to take risks and pursue the most daunting challenges in science and engineering. Science and technology together truly differentiates Caltech. Our explorations are based not only on rigorous science, but also on a process that uniquely reaches across disciplines to bring together the most creative minds of every field. Transforms our world refers to the unique, meaningful, and lasting impact of Caltech’s work, which can take many forms, from the release of intellectual property today, to the creation of new fields of thought tomorrow, to the education and development of the academic, business, and political leaders of the future. At Caltech, science and technology is a single entity; therefore, we use the singular form of the verb and say that it transforms our world rather than using the plural form.

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Positioning Narrative This positioning narrative is intended for internal use, to help members of the Caltech community understand how the positioning reflects who we are. Excerpts from this narrative may be used for external audience communications where appropriate.

Caltech is a community driven by scientific curiosity, integrity, and confidence in taking big risks. We are focused on discovering and applying new knowledge that transforms understanding of our world at any scale. Through science and engineering research and education, we create new fields of thought that inspire other investigators and deliver outsized impact on science, technology, and society. To accomplish our purpose, we attract and cultivate faculty, staff, and students with exceptional intellectual capacity, creativity, and ambition. Our enthusiasm for exploration and encouragement of audacious ideas enable us to push past existing boundaries and create new scientific understanding.

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Positioning: Applied The positioning statement is not intended to be used verbatim. Instead, the positioning statement should be the foundation for telling the story of what makes Caltech unique and why Caltech matters. Use the positioning statement to evaluate your communications and the messages they convey. Ask yourself these questions:

How does this story support the positioning statement? What makes this story uniquely Caltech? How can I use this story to channel the Caltech experience?

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Key Strengths Caltech is among the most important research institutions in the world, and there are a number of qualities that have put us at the top. The following five strengths differentiate us; they are the qualities that we should always use to amplify the stories we tell about ourselves.

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Level of Excellence

Other institutions have extraordinary individuals, but Caltech is an extraordinary community of curious and capable minds.

Research Focus

Caltech’s drive to explore where others do not results in new fields of discovery, new industries, and a distinctive approach to educating the world’s brightest minds.

Dynamic Structure

Caltech’s kinship with a publicly visible national lab, its flat hierarchy, and its unparalleled atmosphere of freedom create opportunities between disciplines, and between the campus and JPL, to take on big, new challenges.

Culture

A combination of curiosity, integrity, willingness to take big risks, collegial respect, and an informal atmosphere make Caltech a welcoming and successful environment for solving the hardest problems.

Effectiveness

Caltech’s per capita ratios of output, from knowledge, to PhDs, patents, and prize-winning accomplishments, dwarf those of any other institution.

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Core Attributes All that we say and do should articulate Caltech’s four core attributes. This will help us create communications that underscore our exceptional qualities to tell a strong and compelling Caltech story.

LEADERSHIP Only with a top faculty and student body can we pursue the critical research that the world needs us to pursue. It starts here.

FOCUS Our commitment to basic and applied research in science and engineering drives every Caltech investment and every Caltech mind.

EXPLORATION Our insatiable curiosity drives us to swing for the fences and take big but calculated risks for the joy of new discovery.

TRANSFORMATION The Caltech community turns out a strikingly high amount of vital output. We collaborate collegially and with scientific integrity to solve the world’s hardest problems.

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Crafting Content: Tactics Caltech scientists regularly publish breakthrough findings. However, not every discovery is a truly significant advancement, nor is every research result or new technology pioneering. It is our job as communicators to tell stories about Caltech’s research, discoveries, and technology that will meaningfully resonate with our audiences.

WE DO NOT

Fortunately, we work at Caltech, where the quality of the work—and the people—is extraordinary, and opportunities for great stories abound. The most important thing we can do is speak in a straightforward way, providing explanation and context that welcome our audiences to see themselves as part of our stories.

WE DO

YES

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brag confuse awards with achievement mistake volume for clarity assume our reader isn’t as smart as we are seek approval or endorsements  consider the audience we are speaking to before beginning to tell our story evaluate whether and how our story reinforces Caltech’s positioning statement assess how our design, including color, typography, and photography, supports the message of our story

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Crafting Content: Voice Caltech’s voice should be like the Institute itself: smart, curious, inviting, and passionate about our mission.

YES

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OUR VOICE IS NOT

c ondescending/dismissive/arrogant lecturing/pedantic  jargony hyperbolic slick

OUR VOICE IS

smart curious/inquisitive straightforward/direct confident truthful/real articulate passionate honest personal warm

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Audience Messaging Because different audiences have different priorities, we need to tailor our communications so that they are resonant for the intended reader. What we say to prospective undergraduates should be different than what we say to prospective donors, even if our goal—encouraging them to choose and support Caltech—remains the same. On the following pages, you’ll find messaging takeaways to help you craft communications that resonate with our eight key audiences. These texts are not intended to be used verbatim, but instead to inspire relevant, strategic messages that connect with the recipients and make the most out of every communications opportunity. These are the ideas about Caltech our audiences should walk away with each time we communicate with them. These are not Caltech’s only audiences, but they are the ones with whom we want to consistently communicate in a clearer, more effective way.

AUDIENCES ADDRESSED

Undergraduate Students

Graduate Students

Postdocs

Alumni

Faculty

Staff

Donors

Community (Pasadena and L.A.)

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Audience Messaging Takeaways: Undergraduate Students RARITY

Caltech undergraduates have extraordinary intellectual capacity, academic enthusiasm, and the drive to solve problems creatively.

AUDIENCE

TRANSFORMATION

Undergraduate Students AUDIENCE: Undergraduate Students

Access to world-leading faculty and breakthrough research and a challenging educational experience transform students and deliver an exceptional return on investment. CULTURE

The Caltech culture, embodied by the Honor Code and the house system, values intellectual curiosity and integrity, fosters collaboration over competition, and rewards achievement.

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Audience Messaging Takeaways: Graduate Students OPPORTUNITY

AUDIENCE

Caltech graduate students gain unparalleled training working with faculty renowned for conducting groundbreaking research and seeding new fields of thought.

Graduate Students

CONTRIBUTIONS

Caltech graduate students are instrumental to the research that redefines the limits of science, engineering, and technology. RECOGNITION

Graduate students benefit from recognition of and respect for the Caltech name.

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Audience Messaging Takeaways: Postdocs CULTURE

AUDIENCE

Caltech’s unique culture of curiosity, interdisciplinary collaboration, and intellectual freedom both inspires and depends upon an exceptional community of researchers, educators, and students.

Postdocs

CONTRIBUTIONS

Caltech postdocs are instrumental to the research that redefines the limits of academia and science. RECOGNITION

The Caltech name is recognized for bold pursuits and the transformative discoveries that result from our fundamental and applied research.

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Audience Messaging Takeaways: Alumni PRIDE

Caltech takes pride in Techers and the remarkable success they achieve within their chosen fields.

AUDIENCE

EXCELLENCE

Alumni

Caltech is committed to upholding excellence without compromise by attracting and cultivating extraordinary faculty and students, providing a unique educational experience, and pursuing cutting-edge research. COMMUNITY

A strong Caltech community that includes a loyal alumni network benefits both the Institute and those who stay engaged.

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Audience Messaging Takeaways: Faculty FREEDOM

AUDIENCE

Caltech’s unique culture of curiosity, interdisciplinary collaboration, and intellectual freedom both inspires and depends upon an exceptional community of researchers, educators, and students.

Faculty

SUPPORT

Caltech is committed to cultivating exceptional new talent and to supporting faculty in their pursuit of groundbreaking research and exploration into new fields of thought without boundaries. MOMENTUM

Caltech’s continued success requires bold commitment to big ideas and broad engagement with academia and society.

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Audience Messaging Takeaways: Staff IMPACT

AUDIENCE

Caltech is an exceptional community of researchers, educators, staff, and students that advances the boundaries of science, engineering, and technology, and yields outsized impact.

Staff

COMMUNITY

Caltech staff members share the passion, commitment to excellence, and pursuit of audacious ideas that characterize the institution. COMMITMENT

Caltech is dedicated to nurturing and supporting its talented and diverse staff, and the strategic efforts that advance our purpose.

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Audience Messaging Takeaways: Donors RETURNS

Caltech is the best bet for funding gamechanging ideas, new fields, and future leaders in science and engineering.

AUDIENCE

COMMUNITY

Donors

Engagement with the Caltech community enables supporters to share in the exploration, discovery, and application of breakthrough science. EFFICIENCY

Caltech’s efficient structure ensures that investments go to extraordinary ideas and the people behind them.

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Audience Messaging Takeaways: Community IMPACT

Caltech is the catalyst for some of the world’s most transformative science, with major beneficial impact on your daily life.

AUDIENCE

PRIDE

Community (Pasadena and L.A.)

Pasadena and greater L.A. can take pride in the scientific talent, economic value, and global influence that Caltech brings to the community. RELEVANCE

From its campus and the Jet Propulsion Laboratory in Pasadena, and from observatories and labs around the world, Caltech explores and advances the farthest reaches of understanding.

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Style Guide

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Our Name Our official name is the California Institute of Technology, but our preferred moniker is Caltech.

Overview of Institute Marks PRIMARY LOGO

Typeset “California Institute of Technology” should only appear on select applications referencing our physical address, such as business cards, stationery, diplomas, offer letters, and other legal documents. SELECTIVE FORMAL SEAL

John Doe Professor of Chemistry California Institute of Technology MC 0-00, Pasadena CA 91125 Tel: (626) 395-0000 Fax: (626) 449-0000

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Logo Our logo was developed to help increase awareness of and appreciation for Caltech. It confidently reflects the Institute’s stature and reputation by emphasizing the Caltech name. This logo should be used to represent Caltech in all communications except the most formal, for which the seal is reserved.

The Caltech logo should never be re-created or typeset; use only approved artwork.

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Logo: Reproduction Clear recognition relies on proper reproduction. Please adhere to the following guidelines when using the Caltech logo.

Clear Space The Caltech logo must be surrounded by a clear space at least equal to the height of the “e” relative to the size of the reproduction. The clear space is measured from the top, right, left, and bottom of the logo. No other design elements may be positioned within this space, including typography, photography, or illustrations. As a general rule, more clear space is preferred.

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70 px

1.25"

.75"

Preferred size for 8 ½" × 11" print applications

Smallest size for 8 ½" × 11" print applications

For digital media applications smaller than 85 pixels, please see rules and regulations for the digital icon on pages 66–67.

Minimum Sizes To preserve the integrity of our identity, reproductions below a recommended size are not permitted, as they compromise readability. The minimum allowable reproduction size for 8 ½" × 11" print applications for all of our logos is .75" in width, with the width measured from the left edge to the right edge of the logo. When using the logos online, or for any other digital media, please do not size the mark down less than 70 pixels wide.

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Logo: Color

The primary color option for the logo is Caltech orange. Positive reproductions of the logo may also appear in black; reverse reproductions should appear in white.

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Logo: Backgrounds for Orange Logo

The orange logo should be used on light and neutral backgrounds and images to maintain legibility. Do not use on 100% black.

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Example of orange logo used correctly on an image

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Logo: Backgrounds for Black and White Logos

Black and white versions of the logo may be used on any color background with adequate contrast.

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Example of reverse reproduction of the logo used correctly on an image

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Logo: Incorrect Usage

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Never combine the seal with the logo or the icon.

Do not reproduce the logo in colors other than Caltech orange, black, or white.

Do not use the logo as a window for imagery.

Do not add drop shadows or any other special effects.

Do not alter the proportion of the logo.

Do not substitute the logo with typed text.

Do not reconfigure the logo.

Do not place the logo over a color with very little contrast.

Do not use the logo in outline form.

Do not create a container for the logo.

Do not use the Caltech orange logo on a 100% black background.

Do not use the logo over a busy image.

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Logo: Lockups Departments and divisions may pair their names with the Caltech logo using one of two lockup options, horizontal or vertical, depending on the layout and available space. Department/division names must appear in the recommended typeface.

Vertical lockup with division only

Horizontal lockup with division only

Vertical lockup with division and academic department

Horizontal lockup with division and academic department

Vertical lockup with administrative department

Horizontal lockup with administrative department

Vertical construction

Horizontal construction

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Logo: Placement A logical hierarchy of symbols and the consistent placement of the Caltech logo in a layout is critical to maintaining our visual system. For Caltech branded pieces, the logo must be placed on the front or the back of all printed materials.

When placing a lockup, choose a horizontal or vertical configuration. Place the lockup at the top a minimum .75" from top and side edges. The size of the lockup is determined by the size of the logo, which should measure 1.25" wide.

Front-Side Application Acceptable logo placement: right or left side, upper to lower • Logo measures 1.25" wide • Placed minimum .75" from edge

To view and download Caltech stationery templates, please visit the online toolkit at identity.caltech.edu.

Back-Side Application Logo as signature with address and website information

1200 East California Boulevard | Pasadena, California 91125 | caltech.edu

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• Logo measures 1.0" wide • Address information in Adobe Caslon Pro 8 pt. • Placed minimum .5" from left and bottom of page

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Logo: Partnerships and Hierarchy

Single-sided application

2" tall

For co-branded (partner logo(s) + Caltech) pieces, the Caltech logo must maintain an adequate visual distance from the partner logo(s). Place the Caltech logo at the corner of the layout opposite the partner logo(s). Or, you may use the “triangle notch” as a container for the Caltech logo when it must also exist with the partner logo(s) on a single side of an application.

Double-sided application

45˚ angle

3" wide

.625" from bottom

1200 East California Boulevard | Pasadena, California 91125 | caltech.edu

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Seal The Caltech seal is the official imprint of the California Institute of Technology. It should be reserved for the most formal and official communications. It should never be used in conjunction with the Caltech logo. The seal should never be cropped or modified in any way.

Acceptable color versions

The seal should be used to anoint formal documents such as: ceremonial materials (commencement materials), Office of the President stationery and materials, president’s residence stationery and materials, and legal documents (contracts, offer letters, and financial agreements).

.75"

Smallest size for 8 ½" × 11" print applications

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Never color in the elements of the seal.

Never treat the seal in a color other than those indicated above.

Never treat the seal as a supergraphic that is screened back.

Never combine the seal with the logo or the icon.

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Digital Icon The Caltech icon is an informal mark for digital applications that provides a tie to our heritage by featuring the torch from the Caltech seal. The icon should be used in digital contexts that require a square format, such as for social media icons, favicons (the image that appears in the website address bar), and iTunes cover art.

Smallest size 16 pixels

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Examples of use include: digital media applications, social media icons, music server sites, flickr, and favicons for Caltech sites.

Never combine the icon with the logo.

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Athletics Logos The Caltech Athletics logo may be reproduced as an arch or straight across, depending on the amount of space in your layout. Please restrict use of the athletics logo to official Caltech Athletics games, programs, and events.

Primary logo

Caltech’s mascot is the beaver, and our official beaver logo may be used to promote a wide range of sports and recreational activities on campus and to encourage school spirit. To obtain the Athletics wordmarks and beaver logo, please contact Caltech’s Athletics, Physical Education and Recreation Department.

Logo with beaver

Secondary logo

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Color: Primary

Our primary color is Pantone 165 Orange.* When printing with Pantone is not possible, please use CMYK. ®

®

Pantone®: The proprietary color-matching system used in printing (other than four-color process printing) to create inks and in other applications to maintain color integrity; the number in the top row refers to the Pantone Color System. CMYK: (Cyan, Magenta, Yellow, Black) Also referred to as “process,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values in the second row refer to the percentages of each of the four process colors. RGB: (Red, Green, Blue) The method by which computer monitors display color; the numeric values listed in the third row refer to the amount or intensity of red, green, and blue in each of the colors. HEX: The colors used in display devices (computer  monitors and scanners); the numeric values listed in the bottom row refer to the amount or intensity of red, green, and blue in each of the colors.

Pantone® 165 C0 M68 Y98 K0 R255 G110 B30 HEX FF6E1E

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*Pantone® is a registered trademark of Pantone®, Inc. The colors shown here are not intended to match their color standards. See the current edition of Pantone® color formula guide for accurate color standards.

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Color: Secondary Color Palette Our secondary color palette is a neutral complement to the Caltech orange and should be used to provide visual depth and sophistication to print materials.

Pantone® 414 C35 M28 Y35 K0 R170 G169 B159 HEX AAA99F

Pantone® Cool Grey 3 C0 M0 Y0 K24 R200 G200 B200 HEX C8C8C8

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Pantone® Cool Grey 9 C0 M0 Y0 K65 R118 G119 B123 HEX 76777B

White C0 M0 Y0 K0 R255 G255 B255 HEX FFFFFFF

Color: Impact Colors Our impact colors provide an opportunity to adjust the temper of a piece from subtle to bold.

Pantone® 452 C24 M23 Y55 K0 R199 G183 B132 HEX C7B784

Pantone® 5497 C52 M31 Y39 K2 R132 G152 B149 HEX 849895

Pantone® 195 C37 M87 Y61 K34 R122 G48 B63 HEX 7A303F

Pantone® 326 C86 M1 Y41 K0 R0 G175 B171 HEX 00AFAB

Pantone® 7403 C6 M14 Y57 K0 R241 G211 B132 HEX F1D384

Pantone® 3292 C100 M41 Y67 K32 R0 G88 B81 HEX 005851

Pantone® 520 C69 M95 Y27 K13 R101 G47 B108 HEX 652F6C

Pantone® 1915 C0 M85 Y24 K0 R245 G77 B128 HEX F54D80

Pantone® 7496 C57 M31 Y100 K11 R118 G136 B30 HEX 76881E

Pantone® 383 C39 M20 Y100 K1 R169 G173 B0 HEX A9AD00

Pantone® 179 C4 M91 Y91 K0 R229 G62 B48 HEX E53E30

Pantone® 3405 C100 M0 Y82 K0 R0 G173 B105 HEX 00AD69

Pantone® 124 C7 M35 Y100 K0 R236 G170 B0 HEX ECAA00

Pantone® 2995 C81 M12 Y1 K0 R0 G168 B226 HEX 00A8E2

Pantone® 3965 C11 M5 Y100 K0 R238 G220 B0 HEX EEDC00

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Color: Selection At Caltech, we have a wide variety of design applications that fall inside of our visual system. To maintain consistency, it’s important to use color(s) appropriate to the tone of the piece you are creating.

Everyday Primary, secondary, and select impact colors

Use the diagram on the right to help determine what colors are appropriate for your materials.

Brochures Invitations Web

Formal Primary and some secondary Presidential stationery President’s residence invitations Commencement materials Donor materials

High Impact Primary, secondary, and some impact colors Publications Posters Newsletters Social media

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Color: Suggested Pairings

Color: Suggested Formal Pairings

The following pages list suggested color parings, grouped in order from formal to bold applications. The most formal looks stay in the range of the primary and secondary palette, while bolder looks combine orange with impact colors. We recommend limiting your palette to three or four colors.

These pairings combine the Caltech orange with the secondary palette and neutral impact colors.

PMS 165

White

PMS 165

A1

PMS 165

PMS CG 9

PMS 165

A3

PMS 165

B3

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PMS CG 3

A4

White

PMS CG 9

B1

PMS 165

PMS 414

A2

PMS 165

PMS CG 9

PMS 452

PMS 5497

PMS CG 3

B2

PMS 414

PMS CG 3

PMS 165

PMS CG 9

B4

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Color: Suggested Formal to Everyday Pairings These pairings combine the Caltech orange with both neutral and vivid tones.

PMS 165

PMS 5497

PMS 452

C1

PMS 165

PMS 452

PMS 3965

C3

PMS 165

PMS 7403

PMS 383

PMS 3965

PMS 165

PMS 165

PMS 165

PMS 326

PMS 452

E1

PMS 452

PMS CG 9

PMS 3965

PMS 165 E3

PMS CG 3

PMS 326

PMS CG 3

PMS 1915

PMS 165

PMS 195

PMS 452

PMS 179

PMS 7403

E2

PMS 1915

PMS 452

PMS 165

PMS 195

E4

D2

PMS CG 3

PMS 124

D3

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PMS 414

C4

D1

PMS 165

PMS 165 C2

PMS 165 D4

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Color: Suggested Everyday to Bold Pairings These pairings combine the Caltech orange with two or three impact colors for a bright, vibrant look.

PMS 165

PMS 3292

PMS 7403

F1

PMS 165

PMS 195

PMS 3965

F3

PMS 165

PMS 383

PMS 7496

PMS 165

PMS 3292

PMS 165

PMS 165

PMS 326

PMS 1915

PMS 165 G4

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PMS 5497

PMS 179

G5

PMS 195

PMS 520

PMS 3965

PMS 165

PMS 520

PMS 3965

PMS165

PMS 179

PMS 326

PMS 3405

PMS 165 H3

PMS 3965

PMS 7403

PMS 195

PMS 165

PMS 326

PMS 3965

PMS 1915

PMS 3405

PMS 3292

PMS 179

PMS 195

G8

PMS 1915

PMS 195

H1

PMS 3965

PMS 165 G6

G7

G2

G3

80

PMS 452

F4

G1

PMS 165

PMS 165 F2

PMS 165 H2

PMS 326

PMS 3292

PMS 165

PMS 124

H4

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Typeface: Primary

Typeface: Secondary

Berthold Akzidenz Grotesk is our primary typeface for graphic communications. Its wide range of weights provides the versatility and flexibility necessary for diverse design needs. If Berthold Akzidenz Grotesk is not available, use Arial as the standard alternative.

Adobe Caslon Pro—our secondary typeface—is suited to more formal applications as well as to print publications with text sizes ranging from 6 to 14 point. If Adobe Caslon Pro is not available, use Georgia as the standard alternative.

Berthold Akzidenz Grotesk Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Berthold Akzidenz Grotesk Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Berthold Akzidenz Grotesk Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Berthold Akzidenz Grotesk Super

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Berthold Akzidenz Grotesk Light Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 Berthold Akzidenz Grotesk Medium Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 Berthold Akzidenz Grotesk Extended

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Berthold Akzidenz Grotesk Bold Extended

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Adobe Caslon Pro

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz1234567890 Adobe Caslon Pro Italic

ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz1234567890 Adobe Caslon Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Adobe Caslon Pro Bold

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz1234567890 Kievit Slab Pro is a contemporary serif typeface with a wide range of weights. It can easily add a bit of audacity to any of your more casual design applications. Kievit Slab Pro Regular

ABCDEFGHIJKLMNOPQRSTU V WX YZ abcdefghijklmnopqrstuvwxyz1234567890 Kievit Slab Pro Italic

ABCDEFGHIJKLMNOPQRSTU V W XYZ abcdefghijklmnopqrstuvwxyz1234567890 Kievit Slab Pro Medium

A BCDEFGHI J K L M NOPQR ST U V W X Y Z abcdefghijklmnopqrstuvwxyz1234567890 Kievit Slab Pro Bold

A BCDE FGH I J K L M NOPQR ST U V W X YZ abcdefghijklmnopqrstuvwxyz1234567890 82

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Typeface: Selection Use the diagram on the right to help determine the appropriate typefaces for your project. Formal applications rely heavily on Adobe Caslon Pro while high-impact applications rely on Berthold Akzidenz Grotesk. Consistency around the selection and use of typography across materials is an important tool for reinforcing Caltech’s identity.

Everyday Berthold Akzidenz Grotesk, Adobe Caslon Pro, and some Kievit Slab Pro

Audacious Subtle

Subtle

Subtle

Subtle

Brochures Invitations Web

Formal Adobe Caslon Pro and Berthold Akzidenz Grotesk Commencement materials Donor materials President’s residence invitations

High Impact Berthold Akzidenz Grotesk and some Kievit Slab Pro Publications Posters Newsletters Social media

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Typeface: Suggested Usage Formal Applications

Everyday Applications

Commencement materials President’s residence invitations Presidential stationery Legal documents

Collateral Brochures Publications Posters Everyday invitations

Adobe Caslon Pro

Berthold Akzidenz Grotesk

Adobe Caslon Pro

Berthold Akzidenz Grotesk

with some

Berthold Akzidenz Grotesk

and

Adobe Caslon Pro

Berthold Akzidenz Grotesk Kievit Slab Pro and Adobe Caslon Pro with some

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Typeface: Sample Hierarchies Formal

Formal

The Chair of the Board of Trustees of the California Institute of Technology requests the pleasure of your company at a reception and dinner honoring

Adobe Caslon Pro Regular

John Smith and Jane Smith

Berthold Akzidenz Grotesk Light

for their service to the Institute

Adobe Caslon Pro Regular

Berthold Akzidenz Grotesk Medium

Subtitle goes here

D

ta iur sitiume ex exero il iunt. Sum re omnimagnatum reperiamus molo conse volupid ut quis qui rem ut laborro reruptat quatem facimusam faccus del et aceperchita atinciis sametum iligent lant fugia velignimint, odi aliquae stionsedio et et ius dolo exerfer chilita niae voluptatur si nias sinvelendem is il maios comnis ipit ium nonseni hitios eos explaut et eius poris maximus ut quia quatiusam, voloribus andam id utendi cusdaecum exceper atusant eos a aut harume conserrum invenistis am que nus autempelest alit lam facea volorru mquatio blabo. Nequis et qui aut ipsam, ad molenda volectate nis volorporest. Omnis ape explanda sequasit ut volupta tionsectatem eossus veliquunt lam et ium sim coria quia nis eni nis im esequiatur sime vocatempos audis molorro viducil eume nossitat porectia eatis ent molestios eium num que rat. Nequis di sandaerit et dolorum est ullum reptaes modi doluptaquo consequ ibustrum iume voluptaquis ullesti aectibe arunda quis

Drop cap: Berthold Akzidenz Grotesk Bold

Adobe Caslon Pro Regular

rem dellupt asperit.

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Typeface: Sample Hierarchies Everyday

High Impact

Caltech’s 124-acre campus is located in the picturesque city of Pasadena, just 10 miles from Los Angeles, offering easy access to regional commercial and industrial centers, and civic, educational and cultural institutions. Our employees are part of the fabric of campus life, collaborating with faculty, students, and alumni by fielding sports teams and filling orchestra seats as part of a diverse, international community. Earnest C. Watson Lecture Series Caltech Presents Performing Arts Series Caltech Management Association (CMA) Science Saturdays Caltech Women’s Club Child Education Center Children’s Center at Caltech Caltech Employees Federal Credit Union

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Berthold Akzidenz Grotesk Light

Berthold Akzidenz Grotesk Bold

Berthold Akzidenz Grotesk Light

A VIBRANT COMMUNITY

Berthold Akzidenz Grotesk Bold and Bold Condensed

CALTECH’S 124-ACRE CAMPUS is located in the picturesque city of Pasadena, just 10 miles from Los Angeles, offering easy access to regional commercial and industrial centers, and civic, educational and cultural institutions.

Berthold Akzidenz Grotesk and Kievit Slab Regular

Ta iur sitiume ex exero il iunt. Sum re omnimagnatum reperiamus molo conse volupid ut quis qui rem ut laborro stionsedio et et ius dolo exerfer chilita niae voluptatur usam, voloribus andam id utendi cusdaecum exceper atusant eos a aut harume conserrum invenistis am que nus autempelest alit lam facea volorru mquatio blabo. stionsedio et et ius dolo exerfer chilita niae voluptatur usam, voloribus andam id utendi cusdaecum exceper atusant eos a aut harume conserrum invenistis am que nus autempelest alit lam facea volorru mquatio blabo. Nequis et qui aut ipsam, ad molenda nis volorporest.

Adobe Caslon Pro Regular

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Photography

Photography: People

Photography is an important tool in crafting a compelling story and connecting with your audience—you might select images to illustrate a point, support an argument, or even set a tone or mood for your message. The following pages give examples of how you might approach taking a picture.

Classic: The subject appears front and center, looking directly into the camera, against a neutral, uncluttered, or blurred out background.

Prop: The subject appears in an environment, such as a lab or classroom, engaging with an interesting element or aspect of their work. You might have the subject hold an object up towards the camera.

Candid, Spontaneous: The subject is not posed, but rather photographed concentrating on a task, engaging in conversation, or contemplating something inside or outside the frame.

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Photography: Environments

Photography: Objects/Textures

Classic: A building, landscape, or interior uncluttered by people, devoid of activity in the foreground or background, and featuring natural light.

Classic: Straightforward photographs of objects in their environments, such as an instrument in a lab, research notes on a desk, or a bank of computers at JPL.

Active: A building, landscape, or interior where action is happening, such as faculty greeting each other outside of Beckman Institute, a classroom full of attentive students, or a team practicing in front of the Braun Gym.

Dramatic: Visually arresting details, features, or lighting: the asymmetry of the Cahill Center exterior, the sunset reflected in the steel-and-glass exterior of the Annenberg Center, or bright blooming roses against a stone wall on campus.

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Close-Up: Objects photographed close up or tightly framed, often with a human presence: a hand holding a beaker, a section of a scientific model, or electronic circuits on a plate.

Abstract: Focus on visually arresting details such as pattern, color, or texture: ripples on water as its surface is broken, pastel blooms of bacteria under a microscope, or curls of colored smoke as they rise from a test tube.

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We hope that this book serves as a directional reference guide for all of the Institute’s communicators. It is intended to inspire internal and external audiences to take part in the Caltech story and to collectively and individually benefit from it. Your contribution is critical to our collective ability to bring Caltech to light in unique and exciting ways. If you would like to download the logo, view complete guidelines and see examples, and access tools and templates, please visit our online toolkit at identity.caltech.edu.

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For more information Contact the Office of Marketing and Communications caltech.edu/content/marketing-and-communications Produced by the Office of Marketing and Communications, Caltech

Please note: The Caltech orange and primary and secondary palette colors are not reproduced accurately here. If you are attempting to match or correct color, please refer to the corresponding PMS chips or contact Caltech's Office of Marketing and Communications for assistance.

© 2014 California Institute of Technology

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