Logo Style Guide & Graphic Standards March 2013

Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Logo General Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Color Specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Misuses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Reverse Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Logo with Tag Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Sub-Branded Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Sub-Branded Logo Misuses. . . . . . . . . . . . . . . . . . . . . 11 EVMS Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Design Formats White Coat Patches. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Business Card. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Note Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Powerpoint. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

EVMS Logo Style Guide & Graphic Standards – March 2013

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Introduction The EVMS Logo Style & Graphic Standards Guide is a comprehensive tool for anyone designing, printing or producing communication materials. With your help, we can ensure that all communication from our institution is integrated and consistent, making each individual component, as well as our marketing efforts as a whole, stronger and more effective. This guide provides details about the messaging, creative elements and design specifications that form Eastern Virginia Medical School’s brand identity. These graphic standards have been created with a great deal of flexibility to address the complexities of EVMS, while providing a high degree of consistency and quality. What are graphic standards and why are they important? EVMS is comprised of a wide spectrum of people, programs, departments and centers, each with unique qualities but all working toward a common goal. The strongest, most recognizable brand that any EVMS department, program or research center can project is the brand of Eastern Virginia Medical School. Our brand identity reflects our commitment to excellence, our goals and the values that represent the core of this institution. Correct and consistent use of the brand identity unifies the diverse array of EVMS activities, achievements and audiences, and builds a stronger reputation for Eastern Virginia Medical School as a whole.

EVMS Logo Style Guide & Graphic Standards – March 2013

Consistency is key to successfully conveying the EVMS “brand” to the world. A strong and consistent visual identity helps shape the way key constituents view our school, both now and in the future. That visual identity begins with this EVMS Logo Style & Graphic Standards Guide. This guide will help EVMS to avoid confusion in a crowded landscape by helping us to clearly define the school and maintain the consistency necessary for effective communication to the public. Who is this guide for? This guide has been developed for use by all academic, research, outreach, student services, authorized student organizations and administrative departments of EVMS. All departments must follow these guidelines. Outside agencies that create print or electronic publications, or any other materials, for any EVMS department are also required to abide by the guidelines. The guidelines are to be applied to all uses of the school logo, whether for advertising, signage, stationery, uniforms, vehicles, web content or other items that carry the EVMS brand to the world. When applied in tandem with those governing the visual standards of EVMS Medical Group, these guidelines help build a robust, mutually reinforcing foundation for EVMS’ external and internal communications.

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EVMS Mark Century Schoolbook BT Bold

EVMS logotype Century Schoolbook BT Bold

Logo

Logo General Usage clear space

The clear space is the protected area surrounding the four sides of the EVMS logo on all printed and electronic materials. The tagline is the only element that may violate the clear zone.

The EVMS Logo consists of the mark and logotype. They must be used together and are most effective when used in this configuration. The EVMS Mark can be used separately, but only on communication intended for internal audiences or for approved in-market advertising purposes.

Clear Space This is the area around the logo where nothing else should appear — helping to increase the logo’s impact. The clear space is aproximately equal to the width of two “Ms” in EVMS logotype.

Logotype Space 1.4 inches

The space between the EVMS Mark and the EVMS Logotype letters should not be changed from the EVMS Logo provided. The space between is approximately the size of the width of a the lowercase “t” in the logotype

Minimum Size To ensure readability, the logo should never be used smaller than 1.4 inches (100 points) in width. EVMS Logo Style Guide & Graphic Standards – March 2013

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EVMS Eastern Virginia Medical School

Logo Color Specifications EVMS’ primary logo, on white and light surfaces, is represented in one color. See page 7 for specifications for logo representation in reverse. Black logos are acceptable only when the use of the primary logo is not possible.

EVMS Blue pantone 633 C

pantone black

Spot color: Pantone 633C CMYK mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% RGB: Red 31, Green 127, Blue 156;

EVMS BLUE

Black

Web color: Hexidecimal: #367c99

Black Spot color: Pantone Black or Process Black CMYK mix: Cyan 0%, Magenta 0%, Yellow 0%,

Black 100%

RGB mix: Red 0, Green 0, Blue 0 Web color: Hexidecimal: #000000

*Note: To maintain consistent quality in the reproduction of the EVMS Logo, always use the electronic art provided at www.evms.edu/logo. Do not recreate the logo.

EVMS Logo Style Guide & Graphic Standards – March 2013

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EVMS Logo Style Guide & Graphic Standards – March 2013

✘   ✘  ✘   ✘  

Logo Misuses Do Not:

1 2 3 4 5

Use heavy-handed photoshop effects Screen the logo Change relative scale or alignment Distort the logo Change the color or use color combinations

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Logo in Reverse General Usage

pantone 633 C

The preferred use of the EVMS logo in reverse (allwhite) is on an EVMS Blue or black background. It also may be used in reverse on photographs with a dark background or on a secondary colors within EVMS’ approved color palette listed on page 19.

EVMS Blue Spot color: Pantone 633C CMYK mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% RGB: Red 31, Green 127, Blue 156; Web color: Hexidecimal: 367c99

Minimum Size To ensure readability, the logo should never be used smaller than 1.4 inches (100 points) in width.

1.4 inches

EVMS Logo Style Guide & Graphic Standards – March 2013

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Horizontal format

Community Focus. World Impact.

Logo with Tag Line The EVMS tag line is “Community Focus. World Impact.” The tag line may be used in conjunction with the EVMS logo in a horizontal or vertical format.

Horizontal format Myriad Pro Bold with leading 120 percent of the font size align: Flush Left/Ragged right. scale: The tag line is set on two lines to fill a vertical space 85 percent of the EVMS Mark. The tag line sits on the baseline of the EVMS Mark, and is offset from the EVMS Mark by the width of the “E” in the EVMS Mark. The tag line is separated from the logo by a vertical rule midway between the logo and tag line. This rule extends above and below the logo by the height of the “M” in the EVMS logotype. Font:

Community Focus. World Impact.

vertical format

Horizontal format Font:

Myriad Pro Bold with leading 120 percent of the font size

align: Flush Left/Ragged right.

Community Focus. World Impact.

scale: The tag line is set on two lines to fill a horizontal space 85 percent of the EVMS Mark. The tag line is positoned below the logotype, aligned flush left with the logotype and separated from the logotype by the height of the “W” in the tag line.

Clear Space The clear space for both versions is the same as the EVMS logo. See page 4.

Minimum Size W Community Focus. World Impact.

To ensure readability, the logo should never be used smaller than 1.4 inches (100 points) in width.

Color Logo with tag line may be display in Pantone 633C, black or white

1.4 inch

Community Focus. World Impact.

EVMS Logo Style Guide & Graphic Standards – March 2013

Community Focus. World Impact.

Community Focus. World Impact.

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Sub-Brand Logo

the strelitz diabetes center Justification zone

Align Left

the strelitz diabetes center

EVMS has many constituent centers, institutes, programs and departments. These entities benefit from their association with EVMS. Additionally, they helps create a stronger reputation for EVMS as a whole. To maximize the strength of all entities, it is important to establish a consistent approach for using the names together. All department names should be placed below the EVMS Mark. Program taglines may not be used. Placement of program, center and institute names should follow these guidelines as well, except in instances when space is limited. When such spacing issues are a concern, please contact Creative Services in the Office of Marketing & Communications at 446.7070.

Sub-Brand Typography Granjon Small Caps & Old Style Figures align: Flush Left/Ragged right. scale: 25% of the height of EVMS Mark. Except for special cases determined by Marketing & Communications, lettering should not extend beyond the EVMS Mark justification zone, the area equal to half the space of the letter “S” extended to the right of the EVMS Mark. Long department/program names will use multiple lines. color: Pantone 167C (EVMS Rust) Font:

Clear Space The clear space is the same as the EVMS logo. See page 4.

Minimum Size 1.125 inch

To ensure readability, sub-brand logo should never be used smaller than 1.125 inches in width.

Note: EVMS Medical Group's branding standards will be applied to any designs intended for clinical purposes, such as patient information, patient recruiting, physician referrals and practice promotion.

EVMS Logo Style Guide & Graphic Standards – March 2013

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1

Sub-Brand Logo

the strelitz diabetes center

color specifications Here are the optional ways EVMS Sub-Brand logos may appear.

1 Two color, PMS 633C and PMS 167C.

This is the preferred display of a clinical practice logo.

EVMS Blue pantone 633 C

pantone 167 C

Spot color: Pantone 633C CMYK mix: Cyan 83%, Magenta 37%, Yellow 27%, Black 5% RGB: Red 31, Green 127, Blue 156; Web color: Hexidecimal: #367c99

2

3

4

EVMS Rust Spot color: PMS 167C

the strelitz diabetes center the strelitz diabetes center

CMYK mix: Cyan 10%, Magenta 77%, Yellow 100%,

Black 4%

RGB mix: Red 212, Green 91, Blue 37 Web color: Hexidecimal: #cd5932

1 All EVMS Blue, this is the preferred display in one color. 2 All black, use primarily in black and white printing. 3 The preferred usage for all-white (reverse) logos is on EVMS Blue or black backgrounds. The reverse logo also be used on photographs with a dark background and on the secondary colors within EVMS’ approved color palette listed on page 19.

the strelitz diabetes center

EVMS Logo Style Guide & Graphic Standards – March 2013

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1

2

3

4

5 EVMS Logo Style Guide & Graphic Standards – March 2013

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Sub-Brand Logo Misuses Do Not:

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Extend a single line of department/program text beyond predetermined justification zone. Contact EVMS Marketing & Communications Creative Services at 757.446.7070 or [email protected] if text will not fit within specifications.

2 3 4 5

Use INITIAL CAPS.

6

Change font weight. Change alignment of text. Change relative size.

Note: Sub-Brand logos for all EVMS academic and administrative departments will be available in EPS, PNG, PDF and JPEG file formats. Go to www.evms.edu/templates to download logos.

✘   ✘  

Change the font.

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the strelitz diabetes center

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EVMS Seal The EVMS Seal is used only by the Office of the President on select official school documents, such as diplomas, transcripts, certificates and other formal or ceremonial documents.

Expired Logo The logo shown below has been retired and is not to be used in any way, shape or form as a way of officially representing EVMS.

✘ EVMS Logo Style Guide & Graphic Standards – March 2013

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White Coat Patches All white coats worn by faculty must carry the correct EVMS patch. Older patches with the Presidential Seal do not comply with current brand standards and must be replaced by the current patch. Embroidering on white coats should be black or a dark blue color as close to Pantone 547C as available (see page 22). Faculty or staff needing new coats may order them through the EVMS Bookstore in Lewis Hall, which can be reach by phone at 757.446.5819. EVMS Marketing & Communications has current patches available at no cost for those who need to replace an outdated one.

✘   EVMS Logo Style Guide & Graphic Standards – March 2013

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Business Card Format Vincent A. Rhodes

Director

Marketing & Communications

PO Box 1980, Norfolk VA 23501-1980 757.446.7070 ph    757.446.7451 fax [email protected]    www.evms.edu

us. World

ity foc Commun

EVMS Logo Style Guide & Graphic Standards – March 2013

One front and back design is available for general use. Order business cards online from B&B Printing. Go to www.evms.edu/templates for ordering information.

impact.

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Letterhead Formats Two letterhead designs are available for general use. Order letterhead online from B&B Printing. Go to www.evms.edu/templates for ordering information.

1 2

Basic Letterhead Letterhead with staff names and/or multiple location addresses

L.D. Britt, md, mph, facs, fccm frcs eng (hon), frsc ed (hon), fwacs (hon), frcsi (hon), fcs (sa) (hon)

Brickhouse Professor & Chairman

Rebecca C. Britt, md, facs

Associate Professor of Surgery

James H. Carraway, md, facs

Professor of Plastic Surgery

Jay N. Collins, md, facs

Professor of Surgery

Eric C. Feliberti, md, facs

Assistant Professor of Surgery

Timothy J. Novosel, md, facs

Assistant Professor of Surgery

Roger R. Perry, md, facs

Professor of Surgery Chief of Surgical Oncology

Claretta J. Sullivan, phd

Research Assistant Professor of Surgery

Douglas R. Trzcinski, md, facs

Assistant Professor of Surgery

EVMS surgery

Community focus. World impact.

Lambros K. Viennas, md, facs

Assistant Professor Chief of Plastic Surgery

PO Box 1980, Norfolk, VA 23501-1980 ph 757.446.8950  fax 757.446.7451 www.evms.edu

Leonard J. Weireter, Jr., md, facs

Arthur & Marie Kirk Family Professor of Surgery Chief of Trauma

Emily Eckes, pa-c

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EVMS surgery PO Box 1980, Norfolk, VA 23501-1980 ph 757.446.8950  fax 757.446.7451 www.evmsMedicalGroup.com 825 Fairfax Avenue Suite 610 Norfolk, VA 23507 ph 757.446.8950  fax 757.446.7451 5589 Greenwich Road Virginia Beach, VA 23462 ph 757.557.0300  fax 757.557.0342 1950 Glenn Mitchell Dr suite 208 Virginia Beach, VA 23456 ph 757.689.8139  fax 757.689.3832

Community focus. World impact.

EVMS Logo Style Guide & Graphic Standards – March 2013

114 North Main St Suffolk, VA 23434 ph 757.446.8950  fax 757.446.7451

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Note Card Formats One note card design is available for general use. Order note cards online from B&B Printing. Go to www.evms.edu/templates for ordering information. Community Focus. World Impact.

Front

evms Marketing & Communications PO Box 1980 Norfolk, VA 23501-1980 ph 757.446.7070  fax 757.446.7451 www.evms.edu

EVMS Logo Style Guide & Graphic Standards – March 2013

back

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Community Focus. World Impact. PO Box 1980, Norfolk, VA 23501-1980  www.evms.edu 

Envelope Formats Two envelope designs are available for general use. Order envelopes online from B&B Printing. Go to www.evms.edu/templates for ordering information.

1 marketing & communications

Community Focus. World Impact.

PO Box 1980, Norfolk, VA 23501-1980  www.evms.edu 

1 2

General EVMS envelope Academic/Administrative Department envelope

2

EVMS Logo Style Guide & Graphic Standards – March 2013

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PowerPoint Templates Each of these background templates is available online at www.evms.edu/templates.

Design 1

Design 2

EVMS Logo Style Guide & Graphic Standards – March 2013

Design 3

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Brochures templates

eadline Hoes G here

Templates are available at www.evms.edu/templates. Use these designs as a starting point, customizing as needed to communicate your message.

Headline Goes Here

Goes

t veles amet aut inven quias sam tu na -simpedi ene eh tor io pt cu m reicto s cu del luptatur sam ra dest, m nte labo. Um su veliassit ut et em m necatat

Headline goes Here

Note: Any deviation from supplied template requires approval from Marketing & Communications.

Subhead goes here Voluptae iumquam volu piet qui meeostrume dia ment nabus dia vendel maxim Depa porrt em fugia eum reium explant oreperumque qui resePO Box 1980 ni derro optatur rem aute sum quosam simaximin ra vollabo. Itatecabore sun di totatium ut incte que esen 80 19 150 VAm,23es ist am, tempos lk,Na Norfotio. etur simolupit, quodiae corerores expliqui ut vellantibus. Od quasiti nullestrum757.000.000 aut qui dunt, cus magni squi idus velectemquae labo rem dolectiorepe et quuntiis doluptatem que repudi s estis elibus simi, qua e nonesequam eicieni moluptasp ed et moluptatem dol uptiam, nos eos essim ut qua eper ovidunt poria volo rem ut laborepero quideliqua m faceaqu iaspera arum se nobit quae doles et late mpel inverchillum rest i non et fugitioreium sim raecea arum, to beature ictem is dolluptat prati comniss equodit labo. Uciet aut volupis et et assust quibus, sum quiate pos aut ilicill upt atem. Epratum res molesecup id experio. www.evms.edu

Department na

Contact EVMS Marketing & Communications Creative Services at 757.446.7070 or [email protected] for templates when creating advertising designs.

me

PO Box 1980 Norfolk, VA 23501198 757.000.000

0

www.evms.edu

Design 1

Design 2 Design 3 EVMS Logo Style Guide & Graphic Standards – March 2013

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AaBbCc Fonts

1

Radiology

2

Urology

3

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

Surgery

The quick brown fox jumps over the lazy dog.

4

Family Medicine

5

ObGyn

6

The quick brown fox jumps over the lazy dog.

The quick brown fox jumps over the lazy dog.

Dermatology The quick brown fox jumps over the lazy dog.

EVMS Logo Style Guide & Graphic Standards – March 2013

The families of MyriadPro and Granjon are recognized as official EVMS fonts. Examples are shown to the left. These fonts are recommended but not required, as they are not available for free. They must be purchased through an official font vendor. Contact Creative Services for assistance identifying the correct fonts if you need to purchase them. If you are paying for advertising, correct fonts must be used.

1 2 3 4 5 6

MyriadPro Regular: Use primarily in text MyriadPro Italic: Use primarily to highlight text MyriadPro Bold: Use in headlines Granjon LT Std Roman: Use primarily in text Granjon LT Std Italic: Use primarily to highlight text Granjon LT Std Bold: Use in headlines

If you do not have these fonts available, use the following sans-serif fonts in place of MyriadPro, and serif fonts in place of Granjon. You many not substitute any fonts in the logo itself. SIMILAR SANS-SERIF FONTS

Tahoma

Trebuchet

Calibri

ABCdefg123

ABCdefg123

ABCdefg123

Garamond

Times New Roman

Book Antiqua

ABCdefg123

ABCdefg123

ABCdefg123

SIMILAR SERIF FONTS

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EVMS Medical Group PRIMARY COLORS

Colors pantone 633 C

pantone 167 C

EVMS Blue

EVMS Rust

Spot color: Pantone 633C

Spot color: Pantone 167C

CMYK mix: Cyan 83%, Magenta 37%,

CMYK mix: Cyan 10%, Magenta 77%,

    

    

Yellow 27%, Black 5%

The official EVMS colors are Pantone 633C blue and Pantone 167C rust. The secondary color palette complements the official EVMS colors. These accent colors should be used in addition to the official blue and rust, not to replace them. These accent colors may be used as solid color or as a tint of the color.

Yellow 100%, Black 4%

RGB: Red 31, Green 127, Blue 156

RGB: Red 212, Green 91, Blue 37

Web color: Hexidecimal: #367c99

Web color: Hexidecimal: #cd5932

EVMS Medical Group SECONDARY COLORS

pantone 547 C Spot color: Pantone 547C

pantone 311 C Spot color: Pantone 311C

pantone 617 C Spot color: Pantone 617C

pantone Warm Gray 10 Spot color: Pantone Warm Gray 10

CMYK mix: Cyan 100%, Magenta 35%,

CMYK mix: Cyan 68%, Magenta 0%,

CMYK mix: Cyan 7%, Magenta 6%,

CMYK mix: Cyan 20%, Magenta 29%,

    

    

    

    

Yellow 32%, Black 80%

Yellow 13%, Black 0%

Yellow 52%, Black 15%

Yellow 28%, Black 56%

RGB: Red 0, Green 40, Blue 54

RGB: Red 33, Green 192, Blue 222

RGB: Red 198, Green 191, Blue 112

RGB: Red 118, Green 106, Blue 98

Web color: Hexidecimal: #00334d

Web color: Hexidecimal: #0cc6de

Web color: Hexidecimal: #367c99

Web color: Hexidecimal: #766a62

EVMS Logo Style Guide & Graphic Standards – March 2013

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Contact Information EVMS Marketing & Communications Vincent Rhodes Director [email protected]

John Comerford Art Director [email protected]

Joy Ellinor Art Director [email protected]

757.446.7070 ph 757.446.7451 fax [email protected] The Office of Marketing & Communications supports and advances the goals of Eastern Virginia Medical School by promoting the school’s brand, fostering a sense of community, and generating media coverage that will strengthen the image and reputation of EVMS. Creative Services in the Office of Communications provides knowledge and expertise to guide the EVMS community in the creation of marketing and communications collateral, ranging from printed materials to web sites and digital media.

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