WIXLIB

GRAPHIC STANDARDS MANUAL

Azusa Pacific University is an, evangelical Christiancommunity of disciples and scholars who seek toadvance the work of God in the world throughacademic excellence in liberal arts and professionalprograms of higher education that encourage studentsto develop a Christian perspective of truth and life.

PRESIDENT’S LETTERAs we seek to advance Azusa Pacific University’s mission, we have carefully developed visualidentities that reflect the physical attributes of the institution, including the name, brand, andour commitment to God-honoring excellence. To enhance awareness and impact, the Office“C H R I S T,S C H O L A R S H I P,C O M M U N I T Y,of University Marketing and Creative Media (UMCM) compiled this graphic identity systemthat calls us to take university-wide advantage of our organizational image in the eyes ofA N D S E RV I C E .our constituents. Audience perception of an institutional image constitutes institutionalTogether these formidentity. The collective impact of our images form the university’s reputation.the foundationGraphic standards give an audience faster recognition of who we are in the marketplace.upon whichThis is particularly important given that Azusa Pacific University is a vibrant, growingAzusa Pacific Universityorganization. Much of the university’s success lies in our ability to communicate meaningfullyis built. They arewith many different audiences. An effective identity program advances this purpose.the cornerstonesA graphic identity system manages constituent relationships visually. This user-friendlymanual conveys that all parts of the university are committed to a common mission.Whatever the medium – print publications, webpages, advertising, wayfinding, multimediaproductions – layout, color, and typography are orchestrated to express a unity.By following the guidelines and standards outlined in this manual, we all can be part ofadvancing the brand of Azusa Pacific University in effective and consistent ways. Please directany questions to the Office of University Relations by calling (626) 815-4507. Jon R. Wallace, DBAPresidentNote: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.and the motivationfor all that we do.” Jon R. Wallace, DBAPresident

I M AG E D EV E LO P M E N TThe purpose of the Azusa Pacific Universityidentification program is to project animage of the organization — in a systematicmethod — to its audience that is consistentwith its goals and objectives. Thisidentification system is intended toestablish and maintain positive publicrecognition of Azusa Pacific University indomestic and international communities.When a system of identification is effective,each visual statement is compatiblewith the others and consistent with theorganization’s style and objectives, a strongand unmistakable profile results. Thisprofile projects a personality and characterthat works subtly yet powerfully tosupport all of the organization’s activities.The center of the Azusa Pacific Universityidentity is the logo, around which aframework for an identification systemhas been created. The stylized “A” iscomprised of four “stones” which refer tothe four cornerstones upon which AzusaPacific University is built.The cornerstones are Christ, Scholarship,Community, and Service. The space betweenthe cornerstones forms a cross at the centerof the mark. This serves as a reminder ofthe role given to Jesus Christ at the centerof the university.Within the identity system, the typetreatment is dominant and the focal pointfor recognition. Both the size and placementof the Azusa Pacific University name inrelation to the layout and other designelements work to accomplish this. Thetypeface was selected on several merits; itssans-serif characters are very readable andapproachable at any size. The typefaceappears in all upper case to furthercommunicate a sense of legibility and astrong foundation.The layout and color treatment for thestationery package work to support theidentification system. By utilizing astructure of clean graphics and bold colors,the result is a powerful communicationtool with visual appeal.Note: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.

B A S I C S TA N DA R D SThe Azusa Pacific University identificationsystem is designed to communicate afoundation that is based on a long-standingbiblical tradition. The identification systemfeatures a rock-solid mark and a typefacethat is clean and distinctly memorable.The identification system is flexible for avariety of applications. This manual definesand illustrates the basic elements of theAzusa Pacific University identificationsystem and specifies its proper use.The success of an organization’s identity isbased on consistent use of various designelements. Since the introduction of toomany options would lead to an erosionof the identification system, this manualillustrates both the acceptable andunacceptable variations.For some period of time, elements ofboth old and new identities will be in use.Adoption of the new identity systemshould be as expedient and economicallyprudent as possible.If there are any questions about properimplementation, please contact thedirector of marketing.CornerstonesDepth ShadowMarkLogotypeNote: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.

2 - C O LO R T R A D E M A R KC O N F I G U R AT I O NThe primary element of the Azusa PacificUniversity identification system is thelogo or trademark. It consists of threeintegrated parts:1.2.3.The mark, a stylized “A”The logotype, “Azusa Pacific University;”“Azusa Pacific” in the letterformHelvetica Black, “University” in theletterform Helvetica RegularThe color, using Pantone MatchingSystem uncoated colors 1807–Redand Black for the mark; Black for thelogotypeIn applications where the trademark will bereproduced in 4-Color Process printing,use the following mixes to ensure continuityof the identity.Red:100%M, 100%Y, 30%KBlack: 100%KThe preferred use of the logotype and symbolis the stacked configuration illustrated below.When necessary, it is acceptable to use thehorizontal configuration, following theguidelines specified in this book. Anyexceptions to these two uses must beapproved by the Director of Marketing.2-COLOR PMS TRADEMARKPMS 1807–RedBlack*PMS colors refer to uncoated colors4-COLOR PRO CESS TRADEMARKNote: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.Red:100% Magenta100% Yellow30% % BlackBlack:100% Black

1 - C O LO R T R A D E M A R KC O N F I G U R AT I O NThe primary element of the Azusa PacificUniversity identification system is the logo ortrademark. When limitations exist wherebythe trademark cannot be reproduced inits full color version, the variations belowwill be acceptable.The 1-Color trademark utilizes a screen valuein the symbol. For 1-Color application, it isto be reproduced in no other colorsexcept Black.When the trademark is photocopied orfaxed, a solid Black (without a screen) is tobe used. Refer to the appropriate logosheet inthis manual.The preferred use of the logotype andsymbol is the stacked configurationillustrated below. When necessary, it isacceptable to use the horizontalconfiguration, following the guidelinesspecified in this book. Any exceptions tothese two uses must be approved by theDirector of Marketing.1-COLOR TRADEMARKWITH SCREEN TINTBLACK25% Screen tint of BlackBlack1-COLOR TRADEMARKBLACK100% BlackNote: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.

TRADEMARKC O LO R VA R I AT I O N SThe color versions of the stacked trademarkshown below demonstrate appropriate usageof the Azusa Pacific University trademark.When using the 2-Color trademark, PMS1807–Red and Black from the PantoneMatching System are the approved colors,as shown below.Trademarks which are dark on a lightbackground are referred to as positive;and those which are light on darkbackground are referred to as negative.The dark backgrounds in this manualrepresent a continuous surface and therectangular shapes are not part of the design.124-COLOR TRADEMARK1Positive implementation2Negative implementationReverse logotype out ofblack backgroundNo depth shadow* Black indicates a continuous color field and is not part of design.342-COLOR TRADEMARK3Positive implementation4Negative implementationReverse logotype out ofblack backgroundNo depth shadow* Black indicates a continuous color field and is not part of design.561-COLOR TRADEMARK5Positive implementation6Negative implementationReverse logotype out ofdark backgroundNo depth shadow* Black indicates a continuous color field and is not part of design.78* gray indicates a continuous color field and is not part of design.TRADEMARK ON ACOLORED BACKGROUND* Blue indicates a continuous color field and is not part of design.Examples 7 and 8 show minimum amount of contrast allowable.Note: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.7Positive implementation8Negative implementationReverse logotype out ofcolor backgroundOnly use depth shadowif it is noticeable against colorbackground

2 - C O LO R T R A D E M A R KMISUSESTo ensure the identity’s strong impact, do notmodify or distort the trademark. The usesshown on this page are all unacceptable. Eachof the variations on this page show how the2-Color Azusa Pacific University trademarkshould not be used.1471025811Most questions about trademark usewill be answered by reviewing theunacceptable examples below. Direct anyremaining questions on trademark useto the director of marketing.36912Note: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.UNACCEPTABLE1Distorting the trademark2Modifying the trademark3Outlining the trademarkUNACCEPTABLE4Changing the typeface5Printing in unapproved colors6Rearranging the colorsUNACCEPTABLE7Using the trademark on abusy background8Using the logotype alone9Using the symbol withoutthe full logotypeUNACCEPTABLE10Changing the size relationshipsof the symbol to the logotype11Changing the placementof thesymbol to the logotype12Slanting the trademark

1 - C O LO R T R A D E M A R KMISUSESTo ensure the identity’s strong impact, do notmodify or distort the trademark. The usesshown on this page are all unacceptable. Eachof the variations on this page show how the1-Color Azusa Pacific University trademarkshould not be used.1245781011Most questions about trademark use willbe answered by reviewing the unacceptableexamples below. Direct any remainingquestions on trademark use to the directorof marketing.36912Note: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.UNACCEPTABLE1Distorting the trademark2Modifying the trademark3Outlining the trademarkUNACCEPTABLE4Changing the typeface5Printing in unapproved colors6Rearranging the colorsUNACCEPTABLE7Using the trademark on abusy background8Using the logotype alone9Using the symbol withoutthe full logotypeUNACCEPTABLE10Changing the size relationshipsof the symbol to the logotype11Changing the placementof thesymbol to the logotype12Slanting the trademark

TYPOGRAPHYThe corporate typeface for Azusa PacificUniversity support print media is Helveticaand Minion. For headline text only and notbody copy, Helvetica Black, Trajan, orBank Gothic can be used.Chosen for maximum readability and clarity,these typefaces should be used on all printedmaterials except those promotional itemssuch as advertisements which may require adifferent tuvwxyz1234567890 / !@# % &*() {} xyz1234567890 / !@# % &*() {} xyz1234567890 / !@# % &*() {} xyz1234567890 / !@# % &*() {} xyz1234567890 / !@# % &*() {} xyz1234567890 / !@# % &*() {} ?Note: this page is a color copy. refer to paNtoNe MatchiNg systeM for actual priNtiNg colors.MINIONMINION ITALICHELVETICAHELVETICA ITALICHELVETICA B OLDHELVETICA BLACK