BRAND & IDENTITY
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• Official University Signature Downloadable Assets |
Visual Identity StandardsI. OFFICIAL UNIVERSITY SIGNATURE The official university signature consists of two elements: the wordmark, which is the words Mississippi State set in a custom typeface called Bulldog, and University set in Futura ND Bold typeface, along with the M-State symbol. The signature serves to identify the university in all forms of communication and preserves the integrity of its reputation for academic quality, innovation and leadership in higher education. The signature is a new mark designed to be used as ONE UNIT, and shall be identified with a TM until the Federal Trademark Registration is finalized, at which time the identifier will be changed to a ®. The official university signature should be used with all communications produced by the university. The following guidelines apply:
Mississippi State University is federally registered and shall be identified with a ® when used separate and apart from the signature. The vertical and horizontal versions of the university signature also include the ™ identifier, where as the wordmark by itself utilizes the federally registered symbol, ®. The signatures and wordmark in maroon, black and white are available for download here.
A. CLEAR SPACE This diagram indicates the staging specifications for the signature. The signature must be surrounded on all sides by the specified clear space to separate it distinctly from any other graphic elements. This clear space and separation from other elements provide graphic impact and preserve the integrity of the signature. Clear space is equal to the height of the letters of the word "UNIVERSITY" from the signature. The clear space varies with the size of the signature. Leave at least 1/8 inch of protected white space around the signature.
B. SIZING AND PROPORTIONS Do not reproduce the official university signatures or secondary signatures less than 2 inches in width for the vertical version and 3 inches in width for horizontal signature in printed material or as specified below for the web. At widths less than this, the clarity and integrity of the signature is compromised.It is expected that the full vertical or horizontal signatures be used. However, where space limitations occur, the Mississippi State University wordmark can be applied. It can be displayed no smaller than 1.5 inches wide.
When resizing the signature, it is critical that it be resized proportionately. Use the shift key when drag sizing (applies to both Windows and Macintosh platforms), or use equal percentages when using a scaling tool.
C. ACCEPTABLE PRIMARY UNIVERSITY SIGNATURES Examples below show the maroon, black and white version of the university’s academic signatures, both horizontal and vertical options.
D. ALTERATIONS
Do not change the proportions or reconfigure the signature.
Placing the signature in another shape is not allowed. Rotating the signature is not allowed.
A. University Units University units include colleges, departments, institutes, centers, labs and offices. The official university signature represents all Mississippi State University departments and offices; however, an individual unit may wish to identify itself by using the unit name through the use of a secondary signature. With the unit name below “Mississippi State University,” the unit name receives prominence while retaining an overall university identity. Unique college, department, school, office and other unit seals, logos or wordmarks may not be used as a signature or dominant graphic element on any university communications, and no new logos may be developed. Units with existing logos may use them in a limited capacity; inside pages and back covers on print publications and within image slideshows and in the footers of websites. Named colleges and schools with pre-existing logos may be granted minor and/or special exceptions only after consultation with the unit’s leadership, the Office of Public Affair’s chief communications officer and the vice president for development and alumni. Examples of units using the approved typography and M-State for secondary signatures (horizontal and vertical version):
Official secondary signatures for units are available for download here. Secondary signatures may be used on mailers, inside pages or back covers of publications, internal memos, internal newsletters, promotional items and employee apparel/t-shirts. Under certain conditions they may be used in print ads. They should NOT be used on letterhead, envelopes, business cards, covers for external publications and external collateral material. Questions about the use of these secondary signatures may be sent via email to identity@opa.msstate.edu.
B. Using multiple logos Vertical Example:
Horizontal Example:
A. Other Entities Graphics for programs, campus organizations, clubs and events cannot be used as a standalone artwork on promotional materials – the piece must include the MSU primary signature or sponsoring unit’s secondary signature. Program and event graphics and logos are not limited to using only spirit marks. However, graphics that do not utilize spirit marks must be used for internal MSU audiences only and those graphics cannot be used on items for resale. Developed logos and graphics not using the standard university secondary signature look must be approved by Office of Public Affairs (OPA) prior to use. OPA reserves the right to disapprove graphics and marks created for groups and programs on the basis of non-standard design and/or designs that are confusing or detrimental to the overall brand. Designs can be submitted to OPA for review by filling out the form here. If the organizers of a program or event wishes to have a logo set-up similarly to the university’s secondary signature format, that is also permissible. To request a logo be typeset within the visual identity standards for secondary signatures, please fill out the form here. Student organizations have two categories, sponsored and registered. Click here to learn more about the distinction between the two. Sponsored student organizations may have logos that use the secondary signature set-up, or use spirit marks with typography including the words “Mississippi State University” and/or “MSU” in combination with the organization’s name. Any sponsored student organization that includes spirit marks in their logo must receive approval from the offices of Public Affairs and General Counsel. Sponsored Example:
Registered student organizations may have logos that use spirit marks and can use the name of the organization along with “at Mississippi State University” or “at MSU.” They are not allowed to use the secondary signature set-up as their organization’s logo. Any student organization that includes spirit marks in their logo must receive approval from the offices of Public Affairs and General Counsel. Registered Example:
Neither sponsored or registered student organizations may use alternate graphics similar to MSU’s official spirit marks (alternate bulldogs, variations of paw prints, or other illustrations of cowbells) in their organization’s logo. The use of spirit marks on promotional materials is allowed for all student organizations, provided they use licensed vendors. All merchandise that includes the name of the University and/or logos and spirit marks of the University must be ordered from licensed vendors – NO EXCEPTIONS. This requirement applies whether the merchandise is sold or given away. The Office of General Counsel should be contacted to confirm that the vendor is licensed. Student organizations must abide by the guidelines found in the Student Organization Manual and on www.one.msstate.edu. Student organizations that create a website are required to obtain their domain and webspace from ITS and must use the university template.
Along with the official MSU maroon being Pantone 505, below is a sample of approved support and accent colors that can be used in promoting the academic side of the university in print and on the web. Secondary accent colors may be used as a way to highlight an area in a color that works with maroon, but isn’t maroon for those instances when you need to draw attention through supporting colors while still promoting MSU. You cannot use the secondary/accent colors without using maroon. Maroon should always be the dominant color in university publications.
An Adobe swatch library file for the above PMS colors is available for download here.
The university seal is the formal identifier of Mississippi State University. The seal was adopted by the institution in 1932 and has been modified several times since then. Elements in use since the 1890s include a sword, symbolizing the military character of the early institution, and a key, representing the "key to knowledge." The shield, symbolizing the federal role in a land-grant institution, has been part of the design since its inception. Use of the seal should be restricted to business cards and official university documents, such as diplomas, high-level certificates, awards, annual reports, and letterhead from the Office of the President.
VI. UNIVERSITY TAGLINE – We Ring True™ We Ring True™ can be used in text copy if it includes the trademark symbol afterwards. We Ring True™ can be used in advertising and on promotional items, but the art cannot be modified. We Ring True™ is available for download as .EPS files in maroon, black and white.
VII. SPIRIT MARKS AND VERBIAGE FOR ATHLETICS A. Spirit MarksThe spirit marks or informal marks are used to communicate school spirit. Spirit marks may not be used in departmental secondary logos; however, the Athletics Department, officially recognized student groups and alumni organizations may use spirit marks in their logos with prior approval by the Office of Public Affairs. These marks should be used only when a bolder, more informal look is desired, and never should compete graphically or be used as a substitute for the university's official signature. The marks must not be altered, either in appearance or color. 1. Primary Spirit Marks
2. Secondary Spirit Marks
3. Spirit Wordmark
B. Verbiage
All uses of MSU's verbiage shall incorporate the appropriate trademark identifiers (i.e., ® or ™) when used in graphic marks and logos.
By policy (http://www.msstate.edu/dept/audit/0113.html), the official university signature must appear on every official web page of the university. Any of the following two signature versions may be used. They may be either maroon or white, but no other color. Transparency is permitted however, to show the signature on a background. They may not be used any smaller than:
These sizes do not include the protected space surrounding the signature. The official signature must appear at the top left of the web page. No other Mississippi State graphics may be used in place of the signature with the exception of the approved unit’s secondary signature, which can be downloaded here. Nothing else may appear higher on the page than the signature or the unit’s secondary signature (See II Secondary Signatures). The official signature may be used, but is not required, on student and faculty personal web pages located at a msstate.edu address. The official MSU maroon color for web pages is the web-safe color 102,0,0 (RGB) or 660000 (hex). The named color "maroon" should not be used; in other words, use <body bgcolor="#660000"> rather than <body bgcolor="maroon">. The official university website template is located here: http://basemsu.its.msstate.edu Use of this template, either through the assistance of ITS or in-house production, will be the standard for all university websites. The header, menu and footer requirements must be met as displayed here. A few elements within the footer and header allow for customization as shown and outlined in the link above. Any further variations beyond the university approved template will require approval from the Chief Communication Officer. MSU web sites should comply with these standards as soon as possible. Deadline for university-wide compliance to the above web standards and use of the approved university template and layout for websites is January 1, 2018. For questions about logo placement and web usage, contact identity@opa.msstate.edu at 662-325-7467.
Individuals who wish to include a logo in their email signature block may use the official University signature (horizontal or vertical) or one of the Spirit Marks (excluding the Paw Print and Bulldog Head). Phrases such as “Go Dawgs,” “Hail State,” “We Ring True” or other MSU-related phrases may be used. Academic and research related confidentiality clauses that are necessary for electronic communications may be used. No other phrases or quotations should be included.
University stationery sends a powerful visual message about the writer and the university. A consistent visual identity through the use of the official university signature projects a sense of institutional unity. The official signature must be the main identifying element on university letterhead and must be printed in PMS 505 maroon or black ink.
Certain units of the Division of Agriculture, Forestry and Veterinary Medicine may use adaptations of the basic Mississippi State letterhead that are necessary to comply with federal regulations on the use of penalty mail (Penalty mail - official federal government mail, other than franked mail, that is authorized by law to be transmitted in the mail without prepayment of postage.)
A. Employee Business Cards Business cards often introduce the university to people not familiar with the institution. It is important that this visual contact convey an identity that can be reinforced in subsequent contacts through consistent use. University business cards should be printed in PMS 505 maroon or black ink. The primary side, which includes the contact information, should contain the university primary signature or the university seal along with the wordmark as shown in the below examples. Because of the size of a business card, other logos, secondary unit signatures and slogans should not be used on the primary side of the card in competition with the university signature. This additional information may be added to the secondary side of the card. Template files for MSU business cards can be downloaded here.
Students may use the MState logo and the words “Mississippi State University” for networking cards. The official University signature may not be used. The cards must identify “student” status and include expected graduation date. Cards must be printed by an approved vendor/licensee and approved by the Office of General Counsel. Click here to download a template of the below example.
XII. ENVELOPES AND MAILING LABELS University business envelopes in various sizes should be printed with the official University signature or approved secondary logo and return address in PMS 505 maroon or black on the front top left corner. Special event logos or themes also may be used, but must be printed on the back flap of the envelope. Specialty or announcement envelopes for invitations or custom cards can also have the return address printed on the back flap of the envelope in black or PMS 505 maroon.
A. University Logo Inclusion: B. University EEO Statement Inclusion: Very Short Statement: EO/AA
University vehicles will be identified by displaying the spirit wordmark on the sides and the Mississippi State University wordmark on the rear of the vehicle in a manner consistent with state regulations. The name of the university unit may be added below the spirit wordmark when appropriate on the side of the vehicles. Please obtain proper typesetting of the spirit wordmark and unit name from the Office of Public Affairs. The Mississippi State University wordmark across the back may be printed no smaller than 16” wide and the spirit wordmark on the side of the vehicle may not be printed any smaller than 20” wide. Vehicles vary in size and type—car vs truck vs SUV— thus the size and placement of the logos should highlight the marks to their best advantage. The logo will be displayed in maroon, white or black, depending on the vehicle color. Artwork for vehicle identification is available through the Office of Public Affairs. Example: Unit name displayed on the sides.
Example: Using the official Mississippi State University wordmark signature on the back and the spirit wordmark on the sides.
The university and its other units will use the M-State logo and their unit’s name in Futura ND Bold, centered below in white on a background of maroon, #660000. (See examples below). These social media icons will be provided by Office of Public Affairs and are available for download as a part of each unit's logo package.
XVI. LICENSING REQUIREMENTS FOR VENDORS The university requires vendors who produce merchandise/products using MSU logos/marks to be licensed through its licensing agency, Learfield Licensing Partners (LLP). Vendors who produce merchandise for resale are required to pay a royalty to the university that is distributed at the president’s discretion to fund various programs and scholarships. A vendor is only exempt from paying royalty when the product is produced for an internal department of MSU and the product is not resold.These visual identity standards, along with OP 06.03, should provide general information and guidance regarding the use of the university’s logos/marks. Contact the Office of Public Affairs, PO Box 5325, Mississippi State, MS 39762 or telephone 662-325-7454 for specific questions not addressed in this document or the policy referenced above. Contact the Office of General Counsel to request a list of approved vendors.
Forms, Advertisements, Videotapes, Displays, Exhibits, Etc. Any university-related advertisements placed in print media or on television must contain the official university signature. The university signature must be used in any university videotape productions as well. Exhibits, displays and forms for external use representing the university must display the official University signature or spirit mark, excluding the paw print and bulldog head.
XVIII. DEVELOPMENT AND MODIFICATION OF STANDARDS The university's standing communications council periodically will evaluate and, if necessary, recommend revision of the visual identity standards. Requests for exceptions to these standards should be submitted to the Office of Public Affairs.Questions concerning internal use of the university signature and other approved university symbols should be addressed to the Office of Public Affairs at 662-325-3442. Questions concerning commercial vendors and licensing should be addressed to the Office of General Counsel at 662-325-8131. |
