Brand Standards - Home | School of Social Worksocialwork.uw.edu/sites/default/files/sswfiles/brand/UW... · 2016-09-06 · 1 At a glance, a brand tells the world who we are. It distinguishes

Brand Standards

August 2013

Table of Contents

I. SCHOOL OF SOCIAL WORK BRAND STRATEGY

Why a Brand? ....................................................................................................... 1

Our Brand Challenge ........................................................................................... 2

The Positioning Line ............................................................................................. 3

II. SCHOOL OF SOCIAL WORK BRAND APPLICATIONS

School of Social Work Signature ........................................................................ 5

Business Papers ..................................................................................................... 7

Email Signature Block .......................................................................................... 9

Electronic Presentations Template .................................................................... 10

Flier/Announcement Template .......................................................................... 11

Forms and Report Cover Templates ................................................................. 12

III. SPECIALTY AND PROMOTIONAL ITEMS

T-shirt, Umbrella, Mouse Pad ............................................................................ 13

IV. CO-BRANDING OF FACULTY INITIATIVES, RESEARCH CENTERS AND PARTNERSHIPS

Website Examples ............................................................................................... 14

Print Examples .................................................................................................... 15

V. SCHOOL OF SOCIAL WORK BRAND OVERVIEW

Typography .......................................................................................................... 17

Color Palettes and Paper Stocks ....................................................................... 18

UW “Patch and Band” System ......................................................................... 19

Photography ........................................................................................................ 20

Charts and Graphs ............................................................................................. 21

1

At a glance, a brand tells the world who

we are. It distinguishes us among our peers

and clearly telegraphs our social justice

message in a marketplace crowded with

competing voices. A brand is not a logo

invented by outside marketing experts. It is

our essence and speaks truthfully about

our values, objective characteristics and

personality. Simply put, our brand is our

face to the world.

I. WHY A BRAND?

When we

speak with

one voice,

we are more

powerful.

SChOOL OF SOCIAL WORk BRAnd STRATEGy

2

The School of Social Work is committed to building on the successes it has achieved in the social work field for more than 75 years.

The School’s brand challenge is to increase its regional and national visibility by creating compelling communications that target key audiences such as alumni, donors, peers at like institutions, faculty, staff and students.

These brand standards—aligned with the University brand guidelines—are designed to provide an organizational tool for the School to communicate in a clear and consistent way.

Using this guide in a disciplined manner will help the School speak with one voice, save resources when creating new communications, and leverage the University brand to enhance the School’s well-deserved standing in the world of social work.

I. OUR BRAND CHALLENGE


3

In 2009, the School of Social Work developed the following campaign slogan as part of its 75th anniversary celebration:

Redefining what’s possible.

In 2010, the School adopted the slogan as its positioning line to communicate its vision and values. The positioning line is used in conjunction with the University logo and school signature as shown below.

Together, these elements create a powerful and memorable impression that, over time, builds equity, strengthens credibility and reinforces the School’s reputation.

The School’s positioning line can be used only in its approved formats. It should not be used as a headline or descriptor for a particular unit, as that may dilute its brand impact and longevity.

I. THE POSITIONING LINE



4

I. THE POSITIONING LINE (continued)

Redefining what’s possible

Edwina UeharaDean

4101 15th Ave. NE

Box 354900 Seattle, WA 98195-4900

206.685.2480 [email protected] socialwork.uw.edu This

School of Social Work

4101 15th Avenue NEBox 354900 Seattle, WA 98195-4900

tel 206.543.5640 fax [email protected] socialwork.uw.edu

The School’s Web address is

‘socialwork.uw.edu’ without ‘www.’

On occasion, the positioning line—also called the tagline—may be used as a stand-alone element; however, this requires approval of the School’s communications director.

This signature photo is used in

conjunction with the tagline on

key marketing materials.



5

Our signature combines the University block W, the University’s name, and the School of Social Work name in a distinctive typeface. Together, these graphic elements form a visual signature that identifies the School and enhances recognition.

There are two formats for the School of Social Work signature—left aligned and stacked and centered. The left-aligned format is the preferred application.

II. SCHOOL OF SOCIAL WORK SIGNATURE

SCHOOL OF SOCIAL WORK SIGNATURE: LEFT ALIGNED

SCHOOL OF SOCIAL WORK SIGNATURE: STACKED AND CENTERED

SChOOL OF SOCIAL WORk BRAnd APPLICATIOnS

6

SCHOOL OF SOCIAL WORK SIGNATURE: REVERSED

SCHOOL OF SOCIAL WORK SOCIAL MEDIA BADGE

SOCIAL MEDIA BADGE

The social media badge is an approved variation of the School signature and is applied to the School’s social media pages on sites such as Facebook, LinkedIn and youTube.

II. SCHOOL OF SOCIAL WORK SIGNATURE (continued)


7


Business papers include faculty and staff business cards, letterhead and envelopes. The approved format for business cards is shown below.

To order business cards, contact Mike Winans at [email protected] or 206.616.6707.

II. BUSINESS PAPERS

SCHOOL OF SOCIAL WORK BUSINESS CARD

Redefining what’s possible

Edwina UeharaDean

4101 15th Ave. NE

Box 354900 Seattle, WA 98195-4900

206.685.2480 [email protected] socialwork.uw.edu This

School of Social Work


tel 206.543.5640 fax [email protected] socialwork.uw.edu

Goudy Old Style Italic

13 pt

Paper: 100# Cover

NOTE: The correct ZIP code

for the School is 98195-4900,

which is used by the USPS and

the University campus box

mail system.


8


II. BUSINESS PAPERS (continued)

When formatting correspondence using School letterhead, set the left and right margins so that the “W” is the only element in the margin and the text is flush left with the School name.

SCHOOL OF SOCIAL WORK LETTERHEAD AND ENVELOPE

4101 15th Avenue NE

Box 354900 Seattle, WA 98195-4900

tel 206.543.5640 fax 206.543.1228 socialwork.uw.edu

Redefining what’s possible.It’s the Washington Way.

May 29, 2009

Jane DoeAll Considered0000 E. Pacific WayWherever, CA 00000

Dear Ms. Doe:

Ut que praectem re il il istemo quamus, occab ium rem faccusae volor alitatum ullam ium quatempore officim oluptat quissin vellibe rumenest, aut ra dion recestore eaquiscia doluptu rionseq uatatur accum exped quaspic tecabor sim quam, comnimusam quae ideligent.

Ignam doloris consedit, ipiscitas atendesedit, volor reped es recatur, odis net ommoles exerrorenia quam nissit quatemolupta sunt.

Gentureic temporem. Porit qui num quiae cum quatur, temolor sunt quunt que dolorat utas expeles vit, offictetum net ut remqui unt qui vellant orento beris autet pres alia perrupta se eatur, ipsandi sum eum dis sed eos pliaeratur?

Doloresed ea simus vent pro con percim fugit ipsam quam elessim agnimetur? Qui dolupturerum ut ut vent, quid estrum explicat re por moluptatqui beribus num fugiasp ienderis dolorerum delluptatur accaboratia provid es cus pa veritam nonet is enis aut ut officia sita et lam quodit ullia cum desciis suntore velique sitas endaectis pero in eatus alique landam nobitatur, corum reptas int aut dolupta eceatum illibust autent et estem nulparum quodiore nos utemporest ommodit, offictus est volut volupta turibus, quibus autaqui venim idenim ent lab int eosam et es ea pos rendae volorrovidi opta cusdaec aborehent laut at et fugit idelique qui rendae alis volor arior ad qui voloremoles et verupti sitibus dionse od modigen istrunt.

Sunt. Eptiorumque volo dolore arit remporum ium inisit re nusa veliat et hilloriaepe voluptat.

El mo odigenis senditatem eos mil molescient et dolut eum es re, senturiorum enis doluptatio to eaquatu repuda dit molorep uditiis con et imos perum et aut et que aligeni minimol upienis iminum harcid quatiis ape num eum

Sincerely,

Signature

Name of writer

Office of the Dean

SCHOOL OF SOCIAL WORK

Times Roman

12 pt

Maintain a 1.25” clear margin

below the University ‘W’

NOTE: Maintain

the same left

margin on

subsequent

sheets.

2”

To order letterhead and envelopes, contact [email protected].


9

Sending messages via electronic mail is the most common form of communication. It’s important that email communications follow an easy-to-read, clean and contemporary format that reflects the professionalism and standing of the School.

The email format selected for the School follows the University brand standards and reinforces the relationship of the School to the larger University community.

The preferred font for email signature blocks is Arial, as it crosses different computer platforms with few problems.

II. EMAIL SIGNATURE BLOCK

John SmithResearch DirectorSchool of Social Work

Mail: Box 354900, Seattle, WA 98195-4900Street: 4101 15th Avenue NE, Seattle, WA 98105-6299206.123.4567 fax [email protected] www.socialwork.uw.edu

The copy block in the gray type can be adapted for individual needs such as office hours. however, the size and color of the font should remain the same to maintain a consistent look and feel.

To set up your email signature block, contact [email protected] for step-by-step instructions.

SCHOOL OF SOCIAL WORK EMAIL SIGNATURE BLOCK

11 PT

9 PT

9 PT

7.5 PT

NOTE: The School URL is socialwork.uw.edu;

however, the “www” is necessary in email

applications to create the link to the

School’s home page.


10

The designated School of Social Work PowerPoint template is the preferred format for all electronic presentations. It provides maximum space for individual text and graphics while clearly branding the presentation as a School of Social Work communication.

II. ELECTRONIC PRESENTATIONS TEMPLATE

HEADLINEBrief Description of Content Here

Nos et quasper ferores ditium quaspiet, ut ea dolecta

delecero blautatem fugit maximus ex ero idis doloris

maximodis aut voloreriant.

Nos et quasper ferores ditium quaspiet, ut ea dolecta delecero blautatem fugit maximus ex ero idis doloris maximodis aut voloreriant.

• Laccabori cus

• seque illaut utas aruptio

• nsequi ideriones

• dolor aut maximilitio.

Laccabori cus eario omnimint aut ulparcia dendebit isi ommo ilitium, seque illaut utas aruptio nsequi ideriones dolor aut maximilitio. Ut magni omnieniae labore eium eriam ulla quo etur? Qui dent imust delit, aliquae estem hillani officiene porum de odipsam intiis exeria sequate ndenit et quam, simi, vel il mosaectate atem andio es

Figure 1. Nos et quasper ferores ditium quaspiet, ut ea

dolecta delecero blautatem fugit maximus ex ero idis doloris







• Laccabori cus













• Laccabori cus








HEADLINE

Brief Description of Content HereNos et quasper ferores ditium quaspiet, ut ea dolecta delecero

blautatem fugit maximus ex ero idis doloris maximodis aut

voloreriant.

• Laccabori cus




TITLE GOES hERE

Subhead goes here

SCHOOL OF SOCIAL WORK POWERPOINT TEMPLATE


11

Electronic and paper fliers are a common communication tool in a University setting. Using a clearly branded flier format enhances brand recognition and impact.

II. FLIER/ANNOUNCEMENT TEMPLATE

SCHOOL OF SOCIAL WORK FLIER TEMPLATE

This notice is included

on all flier templates.


School of Social Work Redefining what’s possible.It’s the Washington Way.

HEADLINEProfessor Witha Longname

Discussion of this and that and the Other

this and that Event

WHERE • WHEN

FPOFor more information please visit:

Your info here URL, RSVP, phone

General contact

To request disability accommodation,

contact the Disability Services Office at

least 10 days in advance at 206.543.6450/V,

206.543.6452/TTY, 206.685.7264 (FAX), or

email [email protected].

School of Social Work Redefining what’s possible.

hEAdL InEProfessor Jones delivers keynote address.WhERE • WhEn

hEAdL InERobert Jones to deliver keynote address. WhERE • WhEn



this and that Event

WHERE • WHEN



General contact

School of Social Work Redefining what’s possible.It’s the Washington Way.School of Social Work Redefining what’s possible.




this and that Event

WHERE • WHEN



General contact

School of Social Work Redefining what’s possible.It’s the Washington Way.School of Social Work Redefining what’s possible.


For more information: [Place your

contact information here: URL,

RSVP, phone, email address]

To request disability accommodation,

contact the disability Services Office at

least 10 days in advance at 206.543.6450/V,

206.543.6452/TTy, 206.685.7264 (FAX), or

email [email protected].

12

Forms and report covers routinely used by faculty and staff are an important vehicle to build recognition with internal and external audiences.

II. FORMS AND REPORT COVER TEMPLATES

Leave Request FormFor use by overtime exempt professional staff

Leave Taken

SICK LEAVE Date: Number of hours: Date: Number of hours:

Date: Number of hours: Date: Number of hours:



VACATION LEAVE Date: Number of hours: Date: Number of hours:




PERSONAL HOLIDAY Date: Number of hours:

OTHER Please specify type:

Bereavement Date: Number of hours:

Date: Number of hours:

Date: Number of hours:

Civil (jury duty) Dates: Number of hours per day:

Military Leave Dates: Number of hours per day:

Leave without Pay Dates: Number of hours per day:

EXTENDED LEAVE Please specify type:

Dates: to: Number of hours per day:

If you have questions, contact Mary Grembowski at 206.685.1656 or [email protected].

Date

Leave request for mm / yyyy

Employee

Supervisor signature Date approved

hEAdLInE GOES hEREThE dATE GOES hERE


SCHOOL OF SOCIAL WORK FORMS AND REPORT COVER TEMPLATES


13

III. SPECIALTY AND PROMOTIONAL ITEMS

Specialty and promotional items extend the School brand to three- dimensional materials that people use every day. The brand standards should be applied to these items to maintain a cohesive and consistent look. The three examples below can be used as a guide when developing promotional materials.

The School logo can be added to

the sleeve or below the back collar

so that your message stands out

on the front or back of the T-shirt.

Social work is social change.

Socia

l wor

k is

soc

ial ch

ange

.

When applying the logo and message

to a black background, PMS 422 Grey

is recommended.

For full-color applications, it’s

recommended that you request

a production proof to ensure that

design elements and colors are

crisp and correct.

[email protected]

SSW TECHInformation Technology and Media Services

SChOOL OF SOCIAL WORk SPECIALTy And PROMOTIOnAL ITEMS

14

IV. CO-BRANDING OF FACULTY INITIATIVES, RESEARCH CENTERS AND PARTNERSHIPS

“We remind units that want

to develop a unique logo

that a stronger option

would be to instead develop

a visual system (various

unique graphics) to incor-

porate into their marketing

pieces. By creating a visual

system for their department,

they can still leverage the

highly recognized University

of Washington logo

and its brand. “

— Cheryl Nations,

UW Creative Director

The School of Social Work is a laboratory for change with faculty initiatives, innovative partnerships and leading research centers. Many of these efforts have their own brand. however, it’s important that they leverage off the reputation of the School and the University with effective co-branding applications.

WEBSITE EXAMPLE 1: A good

example of a research unit

that has leveraged off the

UW brand (without creating

its own logo) is I-LABS, the

University of Washington

Institute for Learning &

Brain Sciences.

WEBSITE EXAMPLE 2: The

School has a number of

partnership brands such as

the Alliance for Child Welfare

Excellence. To underscore the

Alliance’s affiliation with

the University of Washington,

a bar with the University

brand runs across the top

of the website.

©2012 UNIVERSITY OF WASHINGTON JOBS | PRIVACY | TERMS | SEATTLE, WASHINGTON | ADMIN

Training & Events

Attend workshops and training in one of our three regions close to you.

Our Regions

Take advantage of the expertise and resources available from our distinguished partners.

Our Partners

Benefit from the skills and experience of more than three dozen social work professionals.

Our Staff

The Power of PartnershipThe Alliance for Child Welfare Excellence is Washington’s first comprehensive statewide partnership

dedicated to developing professional expertise for individuals working with vulnerable children and families.

Three higher-education institutions—University of Washington, University of Washington Tacoma

and Eastern Washington University—joined forces with the state’s Children’s Administration and

Partners for Our Children, a policy and analysis group, to ensure efficient, effective and accessible

competency-based training and education. This innovative approach is a first in the nation.competency-based training and education. This innovative approach is a first in the nation.

WELCOME TO THE FIRST

STATEWIDE PARTNERSHIP

bringing together social

work education, training

and research to create

better futures for

families and childrenfamilies and children.

Social Workers Caregivers Supervisors Tribal Members Community Partners

myAlliance

ABOUT | CAREER DEVELOPMENT | DEGREE PROGRAMS | CAREGIVER RESOURCES | RESEARCH & EVALUATION | NEWS & UPDATES

SSW HOME UW HOME MY UW

GoSearch the All iance

WEBSITE ExAMPLES

SChOOL OF SOCIAL WORk CO-BRAndInG OF FACULTy InITIATIVES, RESEARCh CEnTERS And PARTnERShIPS

15

IV. CO-BRANDING OF FACULTY INITIATIVES, RESEARCH CENTERS AND PARTNERSHIPS (continued)

PRINT ExAMPLE 1

The University brand guidelines make it possible to build a distinct identity within the University brand system of designated typefaces, colors, graphic elements and signature formats. The Social develop Research Group— a School of Social Work-affiliated group—produced this handout for prospective donors for its Center for Communities That Care, using the University brand starndards.

The Block W combined with a

translucent band quickly identifies

the Center as part of the University,

a leading institution for education

and research.

The University-

approved signature

format clearly

establishes the

Center’s relationship

to the University

and the School of

Social Work.

Everyone counts. Everyone benefits.

The Center’s online CTC training makes it possible for communities to: Solve real problems by giving kids a real voice.CTC begins with a local youth survey that identifies the community’s risks and strengths.

Choose the right evidence-based intervention for their needs. With the local survey results, communities select from a menu of proven intervention programs.

Amplify their strengths. CTC communities not only identify their risk factors, but also their protective factors—local strengths they can build on.

Support broad community efforts that benefit allkids. CTC’s public-health emphasis promotes the well-being of all young people in a community.

The UW Center for Communities That Care

“CTC results in better, healthier communities that help children grow up with more hope, more opportunity, and better outcomes.”

— Michele Ridge Former First Lady of Pennsylvania

It’s time to invest in what really works for kids.

Every year, communities across America lose billions of dollars and thousands of bright futures to alcohol, tobacco, violence and crime.

The high human and societal costs are unaffordable—and they’re unnecessary if we invest in preventing the problems that require so much to try and fix later on.

Communities That Care is a proven prevention system that’s made a difference to real kids in real communities for more than 20 years.

A rigorous scientific trial in 24 cities showed that 8th grade students whose communities engaged CTC since their 5th grade were:

33% less likely to smoke32% less likely to drink25% less likely to be delinquent

With CTC, change is dramatic. The impact is collective. And the results are long-lasting—sustaining reduced rates of alcohol, tobacco and violence three years after the study concluded.

Now the Center for Communities That Care is on a mission to scale this prevention system nationwide by introducing superior online training and customized support to communities across America.

Now is the time.

Across America, communities are looking for effective ways to help young people flourish. It’s time to scale up a prevention system that’s proven to make a dramatic difference in the health and well-being of kids and the communities where they live.

To learn more about the UW Center for Communities That Care and how you can help, visit us online or contact us at 206-685-7723 or at [email protected].

communitiesthatcare.net

The Center is dedicated to providing the online CTC training and support to:

Deliver a nationwide solution with local staying power. CTC empowers every community to become its own change agent, with the knowledge and local leadership to keep building on its strengths.

Reach more kids in more communities. It’s easy for communities to access online CTC training when the time is right for them. Online access also reduces each community’s training cost.

Give every community access to the “best of the best” training. Our online training captures the best CTC practices and makes them available nationwide. By delivering a consistent standard of training excellence, we equip every community to implement CTC with fidelity, true to its proven theory and programs.

Make CTC easy to adopt—with the technology people use every day. Developed by the founders of CTC, the Center’s online training draws on best practices in distance learning to provide content, skill building and guided practice.

Leverage more than two decades of public and private investment in what works. The Center’s online training builds on more than 20 years of knowledge, research and on-the-ground experience that deliver long-lasting results.

“Communities That Care empowers communities to use the advances of prevention science to achieve better behavioral health outcomes for young people.” — nora Volkow, director of the national Institute on drug Abuse

Let’s take CTC’s success to a whole new level.

SChOOL OF SOCIAL WORk

University of Washington

center for commUnities that care

16

IV. CO-BRANDING OF FACULTY INITIATIVES, RESEARCH CENTERS AND PARTNERSHIPS (continued)

PRINT ExAMPLE 2

New technology provides robust tool for decision-makingThe Washington State Child Well-being Data Portal provides accessible, current and comprehensive information to administrators, researchers, legislators and other child welfare professionals. This innovative Web-based tool measures outcomes for child welfare clients, identifies trends in the state’s child welfare system, and provides robust data for day-to-day policy and practice decisions.

Combined data in one place for the first time The portal provides real-time data on key child welfare factors such as:

• How many children and families were served in different regions of the state in the last decade.

• Child safety information on repeat referrals and entries into the child welfare system.

• Outcome rates for indicators such as family reunification, adoption and guardianship.

• Well-being information on siblings, relatives and placements in family settings.

partnersforourchildrenchange through innovation

THANK YOU TO OUR PROJECT SUPPORTERS

The development and launch of the

Washington State Child Well-being

Data Portal is possible through the

generous support of the Washington

State Department of Social and Health

Services, POC co-founder Connie

Ballmer, the Stuart Foundation, the

Thomas V. Giddens Jr. Foundation,

the Bill & Melinda Gates Foundation,

and Casey Family Programs.

The portal provides up-to-date information that helps policy makers, administrators, researchers and the public understand how well the child welfare systems works.

Designed for growth

The data portal is a publicly available, frequently updated source of information with features that allow users to customize and visualize their research, such as key indicators that measure how clients are faring in the child welfare system. The portal is designed to flex with the curve of new technologies, to add new sources of information beyond the child welfare system, and to adapt to a growing demand by decision-makers for data, trends and outcomes among child welfare clients.

Innovation BriefWashington State Child Well-being Data Portal

partnersforourchildren.org

Administrators PolicyMakers

Media Researchers

DataPortal

The data portal allows researchers, legislators and administrators to access real-time trends in the state’s child welfare system when shaping policies and practices.

Current data portal featuresThe data portal provides a comprehensive source of information with user-friendly features such as:

• Filters – Customize data by age, race, gender, county or office, and placement setting.

• Visualization – Select data at monthly, quarterly or yearly intervals or date ranges, and view in different presentation options such as graphs or tables.

• Trend identification – Retrieve detailed information on state child-welfare client entries and exits into the child welfare system as well as total client counts.

• Configuration options – Review data as point-in-time or longitudinal formats to identify gaps and opportunities for improvement.

• Help desk – Get answers to your questions or help in navigating the site, or submit a request for in-person data presentations.

Future data portal enhancementsPlanned improvements for the data portal during the next few years include:

• Geo-mapping capabilities• Customizable dashboard• Forecasting and policy-simulation tools• Broader and more integrated data sources

FoR moRe inFoRmaTion

Contact Ben [email protected]

POC at a glance

Partners for our Children (PoC) is a unique collaboration among the Washington State Department of Social and Health Services, the University of Washington School of Social Work, and philanthropic groups committed to making positive changes for vulnerable children and families involved with, or at risk of becoming involved with, the child welfare system.

Through our partnership, we objectively examine key issues, and we provide data, research, policy analysis and implementation support to Washington state child welfare leaders and policymakers.

We do our work in close consultation with national experts, and we use the most current evidence-based theories and practices that improve outcomes for children and families.

Privacy protection

Personal information about child welfare clients cannot be accessed through the data portal. if users seek data for small groups of individuals, the technology applies a privacy mask so that no personal information is displayed.

When co-branding, it’s important not to “double brand” your communication: that is, giving two brands equal weight—a practice that confuses readers.

Establish your dominant brand, and then place the co-brand in a secondary position so that it does not compete with the primary brand.

Primary brand

is positioned on

the front.

Secondary brand

is positioned on

the back.

SChOOL OF SOCIAL WORk CO-BRAndInG OF FACULTy InITIATIVES, RESEARCh CEnTERS And PARTnERShIPS

17

The following typefaces for the School of Social Work were selected because they complement the School of Social Work logo. They also correspond to University typography guidelines.

FOR PRINT MATERIALS

FRUTIgER ROMAN

abcdefghijklmnopqrstuvwxyz ABCDEFghIjkLMNOPqRSTUVWXYZ 0 1 2 3 4 5 6 7 8 9

Goudy old Style Roman

abcdefghijklmnopqrstuvwxyz abcdefGhiJklmnoPqRStuvwxyz 0 1 2 3 4 5 6 7 8 9

FOR ONLINE COMMUNICATIONS

LUCIDA SANS romAN

abcdefghijklmnopqrstuvwxyz AbCDefghIjkLmNopqrStUvwxyz 0 1 2 3 4 5 6 7 8 9

ARiAl RoMAN

abcdefghijklmnopqrstuvwxyz ABcDEfghiJklMNopqRStuvWxyz 0 1 2 3 4 5 6 7 8 9

FOR PERSONAL COMPUTING

ARiAl RoMAN

abcdefghijklmnopqrstuvwxyz ABcDEfghiJklMNopqRStuvWxyz 0 1 2 3 4 5 6 7 8 9

Times new roman roman

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrsTuvwxyz 0 1 2 3 4 5 6 7 8 9

A consistently applied

typographic system

supports a cohesive

communication stategy.

V. TYPOGRAPHY

SCHOOL OF SOCIAL WORK RECOMMENDED FONTS

SChOOL OF SOCIAL WORk BRAnd OVERVIEW

18

The preferred paper stock for School of Social Work printed pieces is Cougar Opaque for offset printing and Accent Opaque for digital printing. These uncoated sheets create a warm and tactile presentation.

For School of Social Work letterhead and envelopes, Classic Crest is the preferred paper.

The University’s school colors, Purple and Gold, make up the primary color palette. A neutral gray provides a restful counterpoint to the intense purple and gold.

PRIMARY COLOR PALETTE

Pantone® 273CMYk(C) 92/100/0/10CMYk(U) 72/73/0/0RgB 57/39/91

A consistent

color palette,

used across an

organization,

unifies all

communications.

Pantone® Matching System (PMS) numbers are provided as visual targets. Colors should always be matched visually according to each application.

Pantone® 117CMYk(C) 2/22/100/15CMYk(U) 2/18/100/19RgB 222/180/8

Cool Gray(any tint of blackis acceptable)

V. COLOR PALETTES AND PAPER STOCK

For additional approved color palettes, please refer to the University Brand Guidelines page at the University of Washington website.

SCHOOL OF SOCIAL WORK COLOR PALETTES

SCHOOL OF SOCIAL WORK PAPER STOCKS


http://www.washington.edu/marketing/university-brand-guidelines/

http://www.washington.edu/marketing/university-brand-guidelines/

19

The Patch and Band is a mandatory design element that has been created to give a cohesive feel to all UW communications. The Band is a simple border of color that appears along any outside edge of a piece. The Patch is a simple square or rectangle that contains either a logo, a signature or a tagline.

V. UW “PATCH AND BAND” SYSTEM

Example of Patch and Band application

Box 354900 Seattle Wa 98195-4900 SocialWork.uW.edu

The univerSity of WaShington School of Social Work is a recognized leader in solving the

most demanding social issues of our day through rigorous research, academic innovation and public

service. Among the nation’s top-ranked schools of social work, we recruit the best and the brightest,

nurture groundbreaking ideas, and partner strategically to challenge limits, redress inequities and

strengthen communities. Our fundamental purpose is to educate tomorrow’s social work leaders,

discover solutions that work in the real world, and build human capacity for lasting social change.

The univerSity of WaShington School of Social Work is a recognized leader in solving the

most demanding social issues of our day through rigorous research, academic innovation and public

service. Among the nation’s top-ranked schools of social work, we recruit the best and the brightest,

nurture groundbreaking ideas, and partner strategically to challenge limits, redress inequities and

strengthen communities. Our fundamental purpose is to educate tomorrow’s social work leaders,

discover solutions that work in the real world, and build human capacity for lasting social change.


NOTE: The Patch and Band must be locked together as

one graphic element and should intersect. The Band

may run along any outside edge of a piece.

SCHOOL OF SOCIAL WORK PATCH AND BAND


20

Photos tell a story of inspiration, human connection and social change. The School’s portfolio of images reflects a modern, dynamic environment for learning and social action.

V. PHOTOGRAPHY

Choosing the

right photography

not only helps

build brand identity,

but can reinforce the

message of the copy.

Photos should

have a surprising

composition or

unique point of

view.

Photos of people should be genuine, spontaneous,

authentic and honest, capturing people in a

manner that seems candid and real.

SCHOOL OF SOCIAL WORK PHOTOGRAPHY


21

design elements such as charts and graphs can tell a story faster than a large block of copy. When possible, use the Show Me philosophy of charting information rather than explaining in words. Try to synthesize and visualize data.

V. CHARTS AND GRAPHS

THE UNIVERSITY’S MOST DIVERSE PROFESSIONAL SCHOOL

Nearly 50 percent of the School’s enrollment comprises students of color.

Many are the first in their families to attend a university. This diverse

population creates a rich and vibrant learning environment.

How social work becomes

social innovation

Administrators Policymakers

Media Researchers

DataPortal

When used over solid bands of color or

photography, transparent elements—

in different shapes and sizes, colors

and opacities—create interesting

layered effects.

A simple notch is used to call out parts

of your communication. For example,

a notch is often used to mark a new

section of copy.

SCHOOL OF SOCIAL WORK TRANSPARENT ELEMENTS

SCHOOL OF SOCIAL WORK NOTCHES AND BANNERS


Brand Standards - Home | School of Social Worksocialwork.uw.edu/sites/default/files/sswfiles/brand/UW... · 2016-09-06 · 1 At a glance, a brand tells the world who we are. It distinguishes

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