GR APHIC - IDENTIT Y GUIDELINES i
Graphic-Identity Guidelines
i i GR APHIC - IDENTIT Y GUIDELINES
1 The Role of Graphic Identity
2 Institutional Positioning
3 The Dickinson Wordmark
6 Wordmark Lock-ups
7 The College Colors
8 Typography
10 The College Seal
11 Stationery
14 E-mail
15 PowerPoint
16 Sample Publications
CONTENTS
GR APHIC - IDENTIT Y GUIDELINES 1
This document establishes rules for the consistent
implementation of the Dickinson College graphic identity
and offers recommendations for color and typography in
print and electronic communications. These standards govern
the development of communications in all media created by
internal and commissioned designers and producers. The use
of these guidelines will contribute to a powerful and unified
expression of the Dickinson brand. A well-managed graphic
identity is key to effective communications. Adhering to these
guidelines will maintain a strong brand identity for Dickinson
as a leading institution among national peers.
THE ROLE OF GRAPHIC IDENTIT Y
2 GR APHIC - IDENTIT Y GUIDELINES
Dickinson’s new graphic-identity system
reflects the college’s elevated stature, aligns
the college with the nation’s elite higher-
education institutions and honors the
college’s history while looking confidently
toward the future.
Since Dickinson’s compass-rose logo was
introduced in 1999, the college’s public image
has made tremendous strides. Dickinson
has achieved an international presence in
the media and among prospective students,
earning it a place among a more prestigious
set of peer institutions. To reflect this rising
stature, the college decided in summer 2011
to retire the compass rose and launch a new
graphic-identity system.
The core of that system is the new Dickinson
wordmark. Spelling out the name “Dickinson”
in the Hoefler typeface without the word
“College,” the wordmark projects a bolder
and more confident outlook. The brand
recognition Dickinson secured during the
last decade allows the college to adopt this
assertive, unadorned approach, which is
employed by many of the most prestigious
colleges and universities. Like these
institutions, the wordmark affirms, Dickinson
is now recognized by one name alone.
To honor tradition while acknowledging
Dickinson’s new status, the new graphic-
identity system also incorporates a more
liberal use of the college’s official seal.
Previously used only in formal applications
but always popular among alumni, the
college seal has been refreshed for cleaner
reproduction and will be used more widely.
Together the new wordmark and refreshed
seal position Dickinson as an institution
on the move, celebrating the past while
positioning the college as a leader in 21st-
century higher education.
INSTITUTIONAL POSITIONING
GR APHIC - IDENTIT Y GUIDELINES 3
The core of the Dickinson graphic-identity
system is a distinctive treatment of the
college name. Through repeated application
of this wordmark, Dickinson builds loyalty
and awareness among its various audiences.
Failure to use this wordmark, or using
distortions of it, will diminish the identity
system’s effectiveness.
THE DICKINSON WORDMARK
4 GR APHIC - IDENTIT Y GUIDELINES
CLEAR SPACE
The visual character of the Dickinson
identity depends on clean, spacious
and elegant layouts. Always use the
recommended clear space, as shown below,
to maintain optimum legibility and avoid
interference from nearby text, complex
illustrations or other elements that might
compromise the wordmark’s impact.
See Page 6 for examples of the correct
spacing of text placed near the wordmark.
• Generous clear space and consistent
placement are essential for maintaining the
integrity of the wordmark.
• The clear space is measured by the height
of the lowercase letters (x-height) in the
wordmark, as indicated in the diagram
below. The minimum clear space must
always be at least the width and height
of one “x” on all sides of the wordmark.
No typography or design element may be
placed within this area.
MINIMUM SIZE
Please follow these minimum-size guidelines
to ensure the legibility and clarity of the
Dickinson wordmark in print layouts and
Web site design. Do not reproduce the
wordmark in print or electronic applications
in a size smaller than that shown at right.
The minimum height of the wordmark is .25 inches for print usage or 25 pixels for electronic media.
.25"
THE DICKINSON WORDMARK
GR APHIC - IDENTIT Y GUIDELINES 5
INCORRECT USAGE
The Dickinson wordmark should be
rendered with consistency and respect.
• It should never be tweaked, stretched
or otherwise manipulated, but rather it
should be reproduced with consistency and
integrity.
• It should never be interpreted in a playful
manner, shown at an angle or filled with
pattern, texture or photographic imagery.
COLLEGE BOOK STORE
Do not set the wordmark in alternate typefaces. Do not add additional text to the wordmark except in an approved "lock-up" (see Page 8).
Do not use the wordmark on an angle other than a 90° angle (see example on Page 15).
Do not add a box or a shape to the wordmark.Do not reproduce the wordmark in colors other than the approved college colors.
Do not rescale, stretch or otherwise manipulate the wordmark.
Do not alter the letterforms or add special effects in any way.
Do not obscure the wordmark by placing other strong graphic elements near, next to or behind a color logo. A white (reversed) logo is preferable in most instances.
Do not use a color version of the logo on top of a color background. The logo should always reverse to white.
THE DICKINSON WORDMARK
6 GR APHIC - IDENTIT Y GUIDELINES
Each configuration that combines the
wordmark and subordinate type in a defined
relationship is referred to as a lock-up.
Each lock-up is designed to satisfy specific
application requirements of scale, media
and reproduction method. Each lock-up
defines the relationship of the wordmark
and subordinate type (size, scale and
position of each element). One of these three
recommended lock-up styles should be used
whenever possible.
Subordinate type for a department or office
should always be set in Minion Regular
upper- and lowercase. Generally, if the
wordmark prints in red, the subordinate type
should print in black or gray.
A return address for a department or office
may be set either in Univers, with the
department name in Bold and the address in
Regular, or in Minion, with the department
in Small Caps and the address in Regular.
HORIZONTAL LOCK-UPS
WORDMARK LOCK-UPS
Department of International Business & Management
Office of Financial Aid
Department of International Business & Management
Department of International Business & Management
Department of International Business & ManagementP.O. Box 1773Carlisle, PA 17013-2896
Office of the President
P.O. Box 1773 Carlisle, PA 17013-2896
CENTERED LOCK-UPVERTICAL LOCK-UP
RETURN ADDRESS LOCK-UPS
GR APHIC - IDENTIT Y GUIDELINES 7
The Dickinson colors represent the core
identity of the college and should be used
across all communications. Accurate color
references are shown in the color-specifica-
tions table. When color printing is not an
option, the wordmark should be printed in
solid black (on white or light-color back-
grounds) or reversed-out white (on dark
backgrounds).
COLOR VARIATIONS
The Dickinson wordmark may be repro-
duced only in the college colors shown at
right, or in black or white.
Color should always print 100 percent solid
ink. Do not use gradients or tints of Pantone
inks. Certain printing and reproduction
methods may require the use of the black or
reverse versions. Gold and silver are permit-
ted for special circumstances (foil stamping).
PRINT COLOR SPECIFICATIONS
Spot Color:
Pantone 186
Pantone Cool Gray 9
CMYK:
Red – C:0 M:100 Y:80 K:4
Gray – C:0 M:2 Y:0 K:50
Web RGB:
Red – R:211 G:35 B:45
Gray – R:145 G:145 B:149
COLLEGE COLORS
Pantone Cool Gray 9Pantone 186
Note: Please be sure to use Pantone swatches to match colors. Colors reproduced in this document may not be accurate.
Black
THE COLLEGE COLORS
8 GR APHIC - IDENTIT Y GUIDELINES
Typography is an important element of any
design system and creates a distinctive and
unified style for college communications.
When applied consistently across the entire
range of marketing communications,
typography helps unify the appearance of
all materials so that audiences recognize and
become familiar with the Dickinson identity.
The Dickinson wordmark (logotype)
is designed using the Hoefler type font.
Because it is important to preserve a distinct
appearance for the wordmark and not dilute
its effectiveness, Hoefler should never be used in communication materials as a text or display font.
Recommended fonts are shown at right. As
a general rule, these fonts should be used
for all communications materials. Other
fonts may be used at the designer’s discretion
as long as they do not compete with or
overshadow the Dickinson wordmark or
deviate from the integrity of the Dickinson
graphic-identity guidelines. Use of fonts
other than the ones shown here should
be approved by the Office of Marketing &
Communications.
Note: These recommended fonts for designers are not
standard on most computers. For general use, such
as the body of a letter, Times should be used.
SERIF
Minion Regular
ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890
Minion Small Caps & Oldstyle Figures
ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890
Minion Italic
ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuvwxyz1234567890
Minion Bold
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890
Adobe Garamond Regular
ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890
Adobe Garamond Small Caps & Oldstyle Figures
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz
1234567890
Adobe Garamond Italic
ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890
Adobe Garamond Bold
ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuvwxyz1234567890
T YPOGRAPHY
GR APHIC - IDENTIT Y GUIDELINES 9
SANS SERIF
Univers 45 Light
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890
Univers 45 Light Oblique
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890
Univers 55 Roman
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890
Univers 55 Roman Oblique
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxyz1234567890
Univers 65 Bold
ABCDEFGHIJKLMNOPQRSTabcdefghijklmnopqrstuvwxy1234567890
Univers Condensed
ABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz1234567890
Univers Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz1234567890
10 GR APHIC - IDENTIT Y GUIDELINES
THE COLLEGE SEAL
The college seal dates back to the early
years of the college and is one of the most
important statements of its founding
principles.
The seal contains a telescope (representing
science), a book (representing knowledge), a
liberty cap (that was worn by freed slaves in
imperial Rome, symbolizing liberty) and the
founding date of the college. The founding
date was added to the seal in the 1960s.
The words in the outer ring translate as
“The seal of Dickinson College.” The text
inside the ring is the official college motto,
which translates as “Freedom is made
safe through character and learning.”
Dickinson’s founders, Benjamin Rush and
John Dickinson, believed that the role of
the college was to provide a solid, practical
education combined with a firm spiritual
grounding to educate the guardians of the
new nation.
The college seal:
• is used on materials associated with official
and ceremonial occasions, such as diplomas
and graduation announcements
• is best employed whenever the history,
founding principles or core messages of the
college are being stressed
• may be displayed on memorabilia sold
by the Dickinson College Bookstore or
approved by Design Services
• should not be reproduced on objects (such
as trash cans) or in contexts that demean
the seal
• is not interchangeable with the wordmark
and should not be used alone for marketing
purposes because the name of the institu-
tion is not prominent
• may be used in addition to the wordmark
on printed or electronic communications,
but should not be substituted for it
• may be reproduced in black, red (Pantone
186) or gray (Pantone Cool Gray 9)
• may be reproduced in multiple colors —red
(Pantone 186), cream (Pantone 7401) and
white (shown at top right)—only in special
circumstances to be determined by the
Office of Marketing & Communications
• and should not be reproduced smaller than
one inch in diameter (shown at far right)
or 100 pixels for electronic media.
1"
GR APHIC - IDENTIT Y GUIDELINES 11
STATIONERY
LETTERHEAD
College letterheads follow the format at right.
The typing format for the standard letter
(shown at right) is an integral part of the
design and should be followed.
Type should be set in Times New Roman
(DOS/Windows) or Times Roman (Mac) at
11 point. The left and right margins should
be set at 1 inch. The upper margin should
be set at 2 inches and the bottom margin at
1 inch. The signature should be set flush left.
The body copy is flush left—not justified.
The date line of the letter begins two inches
from the top of the letterhead. Allow two
line spaces above the addressee’s name, title,
company name, etc., and one line above the
salutation. In the body of the letter, add one
line space between paragraphs. There are
no indentations. The maximum line length
should not exceed 6.5 inches. Allow three
line spaces for the signature above the name
of the sender.
Please do not attempt to develop your own electronic letterhead. Print and electronic
letterheads are available from the Print
Center.
.75"
1"
2"
1" 1"
Office of the President
P.O. Box 1773
Carlisle, Pennsylvania 17013-2896
phone: 717-243-5121
fax: 717-245-3456
web: www.dickinson.eduJuly 14, 2011
Addressee’s NameTitleCompany or Office NameNumber and StreetCity, State, Zip
Salutation:
This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design.
The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. typefor all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. Thedate line of the letter begins two inches from the top of the letterhead. Allow one line space above theaddressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter,add one line space between paragraphs. There are no indentations. The maximum line length should notexceed six and one half inches. Allow three line spaces for the signature above the name of the sender.
This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to aset left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is anacceptable alternative.) The right margin is not justified. The date line of the letter begins two inchesfrom the top of the letterhead. Allow one line space above the addressee’s name, title, company name,etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs.There are no indentations. The maximum line length should not exceed six and one half inches. Allowthree line spaces for the signature above the name of the sender.
Sincerely,
Name of SenderTitle of Sender
Initialscc:
Office of the President
P.O. Box 1773
Carlisle, PA 17013-2896
717-243-5121 phone
717-245-3456 fax
www.dickinson.edu
12 GR APHIC - IDENTIT Y GUIDELINES
STATIONERY
BUSINESS CARDS
Business-card layout is shown at right.
Business cards can be ordered from the Print
Center. William G. DurdenPresident
P.O. Box 1773 Carlisle, pa 17013-2896
717-243-5121 phone717-245-5121 cell717-245-3456 fax
Stephanie BalmerVice President for Enrollment, Marketing and Communications and Dean of Admissions
P.O. Box 1773 Carlisle, pa 17013-2896
717-245-1287 phone717-245-1287 cell717-245-3456 fax
GR APHIC - IDENTIT Y GUIDELINES 13
STATIONERY
#10 ENVELOPE
Address on envelope should be typed as
shown, 4 inches from left and 1.75 inches
from top.
Mailing envelopes come in sizes other than
the standard #10. Oversized 9 x 12 and
10 x 13 mailing envelopes are available from
the Print Center.
1.75"
4"
Office of the President
P.O. Box 1773
Carlisle, PA 17013-2896
Office of the President
P.O. Box 1773
Carlisle, Pennsylvania 17013-2896
phone: 717-243-5121
fax: 717-245-3456
web: www.dickinson.eduJuly 14, 2011
Addressee’s NameTitleCompany or Office NameNumber and StreetCity, State, Zip
Salutation:
This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design.
The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. typefor all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. Thedate line of the letter begins two inches from the top of the letterhead. Allow one line space above theaddressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter,add one line space between paragraphs. There are no indentations. The maximum line length should notexceed six and one half inches. Allow three line spaces for the signature above the name of the sender.
This letter demonstrates the recommended typing format for all correspondence using this letterhead.This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to aset left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is anacceptable alternative.) The right margin is not justified. The date line of the letter begins two inchesfrom the top of the letterhead. Allow one line space above the addressee’s name, title, company name,etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs.There are no indentations. The maximum line length should not exceed six and one half inches. Allowthree line spaces for the signature above the name of the sender.
Sincerely,
Name of SenderTitle of Sender
Initialscc:
14 GR APHIC - IDENTIT Y GUIDELINES
Official e-mails for off-campus audiences
use consistent e-mail banners. These banners
use the wordmark lock-up (see Page 6)
above a heavy red rule designed to match the
weight of the heavy lines in the wordmark,
such as the vertical stroke in the capital “D.”
This design puts emphasis clearly on the
Dickinson name and allows the message
to speak for itself. Please do not attempt to develop your own e-mail banners. These must be provided by Design Services
The message should be set in Arial,
with headlines in Arial Bold, no larger
than 14 point. Type is set flush left,
ragged right with one line space between
paragraphs.
The footer is set in Arial in one line
under a .5 point rule as shown.
E-mail signatures should not use imported
artwork (such as the Dickinson wordmark)
to avoid the possibility of distortion in the
receiver’s message. Do not attempt to create
text resembling the wordmark as part of an
e-mail signature
It is preferable to use a simpler e-mail
signature such as the one shown below
set in Arial and Arial Bold:
Mary T. Professor Dean of Arts and Sciences
Dickinson College P.O. Box 1773 Carlisle, PA 17013-2896 717-245-1234 (office) 717-123-4567 (cell)
E-MAIL E-MAIL SIGNATURES
A Message from President William Durden
Dear Dickinsonians:
I am sure that all of you are well aware of the massive human tragedy (and, sadly, that is but one aspect of the effects of this natural disaster) that has struck large parts of Asia in the last few days. With death tolls mounting over 35,000 (about a third children), large parts of Indonesia, India, Thailand, Sri Lanka, Kenya, Somalia, Tanzania and numerous other countries and its peoples are in devastating state.
Citizens of the world who live outside the immediate disaster area face an immediate opportunity to join together and be of assistance to those in fundamental need. With sudden, overwhelming human loss and dislocation (especially of children and families), potential health threats through cholera and malaria, an accompanying scarcity of doctors in the regions, and severe psychological challenges through initial and post trauma, this assistance is desperately needed.
USAID - Relief Organizations Working in the Disaster Area
NPR - Tsunami Relief: Where to Give
Expect overwhelming traffic on these sites as it appears that the world community is indeed responding. That said, most agencies have set up very easy ways to donate funds for relief efforts.
I thank you in advance for your attention to this message and hope that it is helpful to you as you attempt to be of assistance to those human beings at this moment in great anxiety, fear, and need.
Sincerely,Bill Durden, President
Office of the President
Dickinson College • P.O. Box 1773, Carlisle, PA 17013 • 717-243-5121
GR APHIC - IDENTIT Y GUIDELINES 15
Dickinson PowerPoint presentations should
be compatible with the overall Dickinson
graphic identity and with the capabilities of
standard PowerPoint software. Therefore
fonts have been chosen that best simulate
the fonts in Dickinson’s identity system.
Arial Regular and Arial Bold are used in
the examples shown here. Type format is
generally flush left, ragged right.
The Dickinson wordmark should be
imported into PowerPoint as an image. Do
not attempt to typeset the wordmark in a
similar font. Accent colors should be limited
to red and gray, matching the colors specified
on Page 7 as closely as possible.
POWERPOINT
Title Slide – 3 background color options
Bulleted ListChart
Graph
Photograph
Chart Title
Column A B C D
XXXXXXXX XX XX XX
XXXXXXXX XX XX XX
XXXXXXXX XX XX XX
XXXXXXXX XX XX XX
XXXXXXXX XX XX XX
XXXXXXXX XX XX XX
List Title
• Lorem ipsum dolor sit amet
• Aenean commodo ligula eget dolor
• Cum sociis natoque penatibus et magnis dis parturient montes
• Donec quam felis, ultricies nec, pellentesque eu
• Lorem ipsum dolor sit amet, consectetuer adipiscing elit
• Aenean massa
• Aenean commodo ligula eget dolor
Presentation Title
Author
Department
Date
Location
Type image caption here.
Slide Title
Graph Title
Additional Notes - Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem
$0.5 $0.5
$1.5 $2.2
-$1.0
$1.4 $1.6 $2.5
$3.3 $4.1
$5.1
$6.5 $5.8
$5.8 $3.5
($2.0)
($1.0)
$0.0
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
$7.0
$8.0
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (Proj)
Graph information Graph information
$6.3
$7.4 $7.0
$5.7
Presentation Title
Author
Department
Date
Location
Presentation Title
Author
Department
Date
Location
16 GR APHIC - IDENTIT Y GUIDELINES
SAMPLE PUBLICATIONS
Outcomes: The Dickinson Edge
ORIENTATION 2012
Orientation 2012
Orientation2012
Visit & Decide Decision Dickinson 2012
19421947195219571962196719721977198219871992199720022007
A Special Invitation for
Dickinson College’s
Leadership Donors
Office of Marketing & CommunicationsP.O. Box 1773Carlisle, PA 17013-2896
www.dickinson.edu/about/offices/marketing-and-communications