University of Rochester Identity Guide

Identity Guide

The University of Rochester makes the exceptional ever better.

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

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University of Rochester

Identity Guide

Contents

Introduction, 3

Motto, 4

Mission Statement, 5

Vision & Values, 6

Ofﬁcial Seal, 7

University Logo, 8

Alternate Versions, 9

Unit Marks, 10

Spirit R Logo, 12

Other Things to Avoid, 13

Rocky Logo, 14

Approved Logos outside the Identity Guidlines, 16

Using the Marks, 17

Misusing the Marks, 18

Ofﬁcial University Colors, 20

Specifying University Colors for Print and Web, 21

Specifying University Colors for Other Applications, 22

Typography, 24

Ofﬁcial Stationery, 26

Vehicle Graphics, 27

Merchandise and Trademark Licensing, 28

Maps, 29

Spirit R Logo Usage, 30

Unacceptable Treatments of the Spirit R Logo, 32

Rocky Logo Usage, 34

Helpful Resources/Identity FAQ, 36

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Get Help

If you have questions about the University of Rochester

brand guidelines, logo application, trademark, or

available resources, please contact Creative Services at

creativeservices@ur.rochester.edu.

University of Rochester logo ﬁles are available for download at

www.rochester.edu/creativeservices/logo.html.

University of Rochester unit mark ﬁles are available for

download at

www.rochester.edu/creativeservices/marks.html.

Presentation templates and web items featuring University

branding are available for download at

www.rochester.edu/creativeservices/logo-templates.

html.

To learn more about obtaining printed standard stationery

and other standard items, including digital letterhead

templates, turn to page page 26 of this guide.

Digital letterhead templates carrying the University of

Rochester logo or the unit marks are available free of

charge from Creative Services at creativeservices@

ur.rochester.edu.

Brand guidelines and templates for URMC and UR Medicine

and afﬁliates are available. Contact Marketing@urmc.

rochester.edu for more information.

For the complete history of the University’s colors and

symbols, please visit www.rochester.edu/aboutus/

symbols.html.

Identity Guide

Introduction

This document contains the ofﬁcial graphic identity guidelines for the University of Rochester logo and the unit marks for

our primary academic divisions: Eastman School of Music, Simon Business School, Warner School of Education, School of

Arts & Sciences, Hajim School of Engineering & Applied Sciences, and the College.

UR Medicine and its afﬁliates, University of Rochester Medical Center, School of Medicine and Dentistry, and School of

Nursing have their own graphic identity guidelines, which are subsets of the University’s brand identity.

The Memorial Art Gallery also has its own logo but remains a component of the University’s overall brand.

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Motto

Meliora is the ofﬁcial motto of the University of Rochester.

The Latin noun or adjective is interpreted to mean “ever

better.” The faculty approved the motto in 1851, with the

board adopting it ofﬁcially on April 9, 1852. It continues to

be used in the ofﬁcial seal and the logo of the University.

Note: Meliora is pronounced “MEH-lee-OR-ah.”

MOTTO AS IT APPEARS ON THE BASE OF THE EASTMAN QUADRANGLE FLAGPOLES

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Mission Statement

The University’s 10-word mission statement, Learn,

Discover, Heal, Create—and Make the World Ever Better

was adopted by the Board of Trustees in 2011. The mission

statement is not to be used as a replacement for Meliora,

the University’s motto.

The proper format for writing the mission statement

in prose is to have all the words except “and” and “the”

capitalized. The dash must be written as an em dash, not a

hyphen.

When used as a display element, the guidelines are more

relaxed, but there are a few that must always be followed.

· The order of the words in the statement may not be

changed.

· None of the words in the statement should be changed

or omitted.

· No other verbs should be added to Learn, Discover, Heal,

Create, Make.

· There is no period at the end of the statement.

· When used for display, and if room allows, it is preferred

that the statement be placed on two lines, centered and

broken after the em dash.

MISSION STATEMENT AS A GRAPHIC DESIGN ELEMENT

MISSION STATEMENT IN PROSE

Learn, Discover, Heal, Create—

and Make the World Ever Better

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Vision & Values

As a community, the University of Rochester is deﬁned by

a deep commitment to Meliora —ever better. Embedded

in that ideal are the values we share: equity, leadership,

integrity, openness, respect, and accountability.

Together, we will set the highest standards for how we

treat each other to ensure our community is welcoming to

all and is a place where all can thrive.

Our Vision

The University of Rochester will continue to frame and solve

the greatest challenges of the future.

We are a community in which all who work, teach,

create, and provide care are welcome and respected, and

where all can pursue and achieve their highest objectives

for themselves, their community, and the world.

Steeped in Rochester’s rich history of social justice

and entrepreneurial spirit, we will always be an inclusive,

equitable, sustainable, and responsive organization at every

level.

Our Values

We will hold ourselves accountable to these values in the

design of our programs, the development and delivery of

our services, the evaluation of performance, and the ways in

which we interact as a community.

· Meliora: We strive to be ever better, for everyone.

· Equity: We commit to diversity, inclusion, and access.

· Leadership: We take initiative and share responsibility for

exemplifying excellence.

· Integrity: We conduct ourselves with honesty, dedication,

and fairness.

· Openness: We embrace freedom of ideas, inquiry, and

expression.

· Respect: We value our differences, our environment, and

our individual and collective contributions.

· Accountability: We are responsible for making our com-

munity ever better, through our actions, our words, and

our dealings with others.

Meliora

Equity

Leadership

Integrity

Openness

Respect

Accountability

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Ofﬁcial Seal

This is the ofﬁcial seal of the University of Rochester (the

corporation). It is the emblem of authenticity. The seal

has limited use. It is used for events and materials of a

ceremonial nature or ofﬁcial activity by the president and

the Board of Trustees.

Visit www.rochester.edu/creativeservices/

seal.html for more information or contact

Creative Services at creativeservices@

ur.rochester.edu with questions.

COMMENCEMENT MATERIALS FEATURING THE OFFICIAL SEAL

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University Logo

The ofﬁcial University logo is the standard graphic

representing the University of Rochester. The ofﬁcial

University logo consists of two components: the wordmark

“University of Rochester” and the shield graphic.

These two components are arranged in one of three

ways. For each arrangement, the wordmark and shield are

locked: the logo’s two elements are always together as

a unit. Further, the size of the wordmark, the size of the

shield, and the space between the two components always

increase and decrease together.

The three arrangements should not be altered in any

way. If none of the three options ﬁts your application, or if

a vendor suggests that you alter an arrangement, please

contact Creative Services to work with you and the vendor

to ﬁnd a solution.

Usage

The University of Rochester logo should be used when

representing the entire University.

Version 1

This is the “standard” logo. Version 1 of the logo should

always be the ﬁrst choice.

UNIVERSITY OF ROCHESTER STANDARD LOGO—VERSION 1

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Alternate Versions

To accommodate a variety of uses and spaces, two other

versions of the University logo and each of the unit marks

are available.

Version 2

Designed speciﬁcally to be used inside square or circular

spaces such as a pin or on vertically oriented pages, like the

back of a trifold brochure

Version 3

Designed speciﬁcally to be used in wide spaces like web

headers or footers or slide presentations

Note: all of the logo ﬁles presented here are available for

download at www.rochester.edu/creativeservices/

logo.html.

UNIVERSITY OF ROCHESTER LOGO—VERSION 3

UNIVERSITY OF ROCHESTER LOGO—VERSION 2

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Unit Marks

A limited number of second-tier treat-

ments have been developed to provide

the University’s major academic units with

marks speciﬁc to them but still graphically

consistent with the University logo. Each of

these unit marks features the shield plus

the wordmark speciﬁc to the school or

major unit, using the same typestyle as the

University logo.

Just as with the University’s logo, there

are a standard version and two alternates

for use when the standard version will not

ﬁt in the available space. All of the usage

guidelines from the previous pages apply to

these marks as well.

Logos or unit marks for lower tiers in the

academic hierarchy are not permitted.

Usage

Unit marks are meant to be used to more

effectively promote each of the major aca-

demic units and should be used in place of

the University logo. When two or more units

collaborate, the University logo should be

used instead of two or more unit marks, and

the unit names involved should be spelled out

somewhere in text.

Note: The rules for applying unit marks are the

same as those for applying the University logo.

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Spirit R Logo

The Spirit R logo is the primary graphic element for the

Department of Athletics and Recreation. This identity system

was created to provide consistency and coherence within

the athletics program. It is used on athletic uniforms, equip-

ment, venues, and spirit merchandise. It is not interchange-

able with the University logo.

The ofﬁcial Spirit R logo is a custom-designed capital R,

and deviating from this design in any way is not permitted.

Note: Spirit logos are not for use on ofﬁcial ofﬁce stationery

or business cards.

If you are interested in using the Spirit R logo for athletic

purposes, contact Dennis O’Donnell at dennis.odonnell@

rochester.edu. If you are interested in using the Spirit R

logo for nonathletic purposes, contact Creative Services at

creativeservices@ur.rochester.edu.

Reproduction

· The Spirit R logo is dandelion yellow, and every effort

should be made to represent it that way.

· The Spirit R logo has an alternate version for use on

dark backgrounds that includes a thin white outline.

This means that when embroidering or silk screening,

white thread or white ink is necessary, making the logo a

three-color graphic. See page 13 for examples.

· When reproducing the Spirit R on clothing that is very

close to Rochester blue, the garment’s fabric can stand

in for the blue ink color. This would mean only white and

yellow ink are needed and may offer a cost savings.

SPIRIT R LOGO

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Alternate versions

Like other logos in the system, the Spirit R logo has versions

to accommodate the logo when it appears on dark back-

grounds. There are also versions for one-color printing on

dark or light backgrounds. Please contact Creative Services

for advice on which version to use for the material on

which the logo will appear.

How to treat Yellowjackets and ’Jackets

Legend has it that J. Howard Garnish, Class of 1927, yelled,

“Go, you YELLOWJACKETS!” while cheering on the football

team. Back in those days, the football team wore yellow

jerseys; thus the name. When written, “Yellowjackets” is

one word; when shortened to ’Jackets, the apostrophe indi-

cates omission and is always used. ’Jackets can be written

with a capital J only (’Jackets), in all caps (’JACKETS), or in

small caps with a capital J.

“Centering” the Spirit R

Due to the shape of the Spirit R logo, when centering it

within a given space, it is often necessary to visually center

it by shifting it a bit to the right of mechanical center. This

slight adjustment will prevent the logo from appearing to

be off center.

ONE COLOR (UNIVERSITY BLUE) ON

DANDELION YELLOW BACKGROUND ONLY

ONE COLOR (BLACK OR UNIVERSITY BLUE)

ON WHITE BACKGROUND ONLY

THREE COLORS ON DARK BACKGROUND

OR TWO COLORS (WHITE AND DANDELION YELLOW)

WHEN ON UNIVERSITY BLUE BACKGROUND

ONE COLOR (DANDELION YELLOW OR WHITE)

ON DARK BACKGROUND

MECHANICALLY CENTERED VISUALLY CENTERED

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Rocky Logo

Rocky is the ofﬁcial University Yellowjacket mascot. The

Rocky logo replaced the previous Yellowjacket logo, URBee,

in 2009.

Reproduction

· The Rocky logo is not interchangeable with the University

logo.

· The Rocky logo is meant to be used on spirit merchan-

dise and apparel, vehicles, sports equipment and venues,

advertising, etc.

· When possible, the Rocky logo should appear in Roch-

ester blue, dandelion yellow, and white. When only one

color is available, it can appear in black and white or

blue and white.

· All the Rocky logo ﬁles include a thin white outline

around the Rocky ﬁgure to allow it to reproduce properly

on all backgrounds, especially backgrounds that do not

contrast enough with Rochester blue.

· When the Rocky logo is being printed or embroidered on

a dark-colored background, the thin white outline and

other pieces—like the wings and the hands—must be

printed or embroidered in white ink or thread respectively,

making the logo a three-color graphic.

· When reproducing the Rocky logo on clothing that is very

close to Rochester blue, the garment’s fabric can stand

in for the blue ink color. This would mean only white and

yellow inks are needed and can offer a cost savings.

ROCKY

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Customization

While customizing Rocky is possible, it is only allowed while

maintaining the school colors and using a “paper doll”

approach. Costumes and props can be added on top of the

form without altering the form underneath. The position

and proportions of Rocky’s arms, hands, wings, head,

eyes, antenna, body, Spirit R logo, and stinger may not be

changed.

There is an archive of different Rockys already available

to the University community. One such collection is used to

illustrate the University’s mission statement: Learn, Discover,

Heal, Create—and Make the World Ever Better. These Rockys

are not to be used apart from the mission statement or to

represent any theme not related to the mission statement.

Creative Services can create new authorized custom

versions of Rocky upon request—with some restrictions

and within the limits of some basic guidelines:

· In select cases for special events, holiday and University-

wide public announcements, certain service departments,

and student clubs

· For varsity sports and Student Activities’ competitive and

recreational sports clubs

—For such purposes, using the standard Rocky ac-

companied by “University of Rochester” or “Rochester

Yellowjackets” or “Rochester” or any one of those three

names followed by the name of the sport is preferred

over a custom Rocky.

—Any Rocky customized for sports must be designed by

Creative Services and produced by a licensed vendor.

· All customized Rockys remain the property of the University

and are available for use by the University community at

large and not exclusive to any one department, regardless

of where the initial request for customization originated.

If you are interested in using the standard Rocky logo or

a customized Rocky from the archive or having a unique

custom version created, contact Creative Services at

creativeservices@ur.rochester.edu.

CUSTOMIZED ROCKY EXAMPLES

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Approved Logos outside the

Identity Guidelines

There are a very limited number of situations where a

noncompliant logo may be created. These include

· events with a clearly deﬁned duration (ex.: Orientation or

Meliora Weekend)

· fundraising initiatives (ex.: One Rochester)

· stores or campus dining services (ex.: UR Tech Store or

Dining Services)

· collaborations with other universities or corporations

(ex.: Futurity, CEIS)

Wordmark

Academic and/or student service centers like the Human-

ities Center or Paul J. Burgett Intercultural Center can

petition to have a wordmark created for their use. This

wordmark is mostly used in signage and event promotion

and is not intended to replace the appropriate University

logo or unit mark.

Unauthorized logos

Logos for individual academic departments, labs, projects,

teams, etc. are not permitted. Contact Creative Services for

more information.

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Using the Marks

Minimum sizes for print

In order to retain the clarity of the shield and the readability

of the wordmark, the shield portion of the logo must be

more than 0.25˝ high (when embroidered, the height of the

shield portion of the logo must be 2˝ or more).

Clear space

For all three versions, a margin of free space must be main-

tained around the logo. No other type or graphic symbol

may appear any closer to the logo than one-half the height

of the shield in the logo (see diagram at left).

Print backgrounds

Although the logo exists in a limited number of colors, it

may be printed on almost any color background. Any of

the versions may be printed on any solid color and on a

textured, illustrative, or photographic background that is

simple or uniform enough to provide sufﬁcient contrast to

the logo to maintain clarity and legibility.

Note: The logo may be reproduced on dark fabrics, in

which case the white areas must be reproduced with white

ink, making the logo a three-color graphic. Your vendor

or Creative Services can help you make sure the item is

reproduced correctly.

MINIMUM PRINTED SIZE

CLEAR SPACE AREA IN GRAY

DARK BACKGROUND FABRIC

1 Shield height

½ Shield height

At least .25˝

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Misusing the Marks

The most common violations of the logo and unit marks are

· using either of the two components of the logo or unit

marks (the shield or the wordmark) by itself A

· choosing the wrong logo or unit mark ﬁle to be used on

a dark background. On light or dark backgrounds, the

background of the shield should always appear dark, and

the background of the three medallions and the MELIORA

banner should always appear light. B

· using the logo or unit marks as a title or part of a sen-

tence. Unless the logo or unit mark is being used alone

on the front of a note card, invitation, banner, table

drape, presentation title slide, or merchandise, it should

not be a prominent design element. Think of the logo or

unit mark as a subordinate signature element that would

appear more discreetly than and separated from the

main title of the piece.

· modifying the size and/or position of the elements

independently C

· attaching other words or graphics to the logo or unit

marks or to the shield or wordmark of the logo or unit

marks D

· using the logo or unit marks on an angle

· distorting the logo or unit marks E

· using the logo or unit marks or pieces of the logo or unit

marks as a design element in a composition

· reconstructing/redesigning the shield or word mark

elements of the logo or unit marks F

VIOLATION A

VIOLATION B

VIOLATION C

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Go green exemption

Occasionally you may see clear identity violations out in the

wild. It may not be a result of mischief or a mistake. While it

is in the University’s branding interest to be as consistent as

possible, changes to the identity system are inevitable, and

sometimes a given graphic can become outdated.

In instances where a signiﬁcant amount of product or

a resource would need to be discarded to accommodate

a new graphic, the University allows for that product to

be used up so as not to let it go to waste. This most often

occurs with stationery products.

VIOLATION D

VIOLATION E

VIOLATION F

physics & astronomy

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Ofﬁcial University Colors

The ofﬁcial University colors are “Rochester” blue and

“dandelion” yellow.

They were ofﬁcially adopted by the Board of Trustees in

1954, although dandelion yellow was chosen by the Alumni

Association in June 1893. Previously, the University colors

were magenta and white (1867–76); light blue and gray

(June 1876–92); and goldenrod yellow (June 1892–93).

The choice of dandelion yellow is thought to have been

made in honor of dandelions found on the ﬁrst University

campus, which was located on Prince Street.

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Specifying University Colors for

Print and Web

Background color determines logo ﬁle use

All versions of the University logo and all unit marks have

separate ﬁles for reproducing the logo on light or dark

backgrounds.

One-color printing

Any dark color can be used to replace University blue when

printing only one color ink, but black or Rochester blue is

always the preferred dark color. Dandelion yellow or white

is always the preferred light color.

Two-color printing

Print the following PMS (Pantone Matching System) colors.

Four-color process printing

Print the following CMYK values.

Web (RGB)

Specify the following RGB values and Hex numbers.

ONE-COLOR LOGO

TWO- AND FOUR-COLOR LOGOS

PANTONE 109 C

C: 0, M: 16, Y: 100, K: 0

R: 255, G: 209, B: 0

Hex: #FFD100

PANTONE 541 C

C: 100, M: 78, Y: 32, K: 22

R: 0, G: 59, B: 113

Hex: #003B71

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Specifying University Colors

for Other Applications

These guidelines apply to all University logo and unit mark

versions in the Graphic Identity System, including the Spirit

R logo and the Rocky logo.

All logos within the system have versions for reproducing

them on white or light- to medium-colored backgrounds

and alternate versions for reproducing them on dark-colored

backgrounds. All versions provided for use on dark back-

grounds include a white hairline around the outside of the

shield to clearly separate the dark blue outside border of

the shield from the dark background the logo appears on.

The word marks of the logos and unit marks or any text at-

tached to the Spirit R or the Rocky logo should always print

dandelion yellow or white on dark backgrounds.

In all black-and-white reproductions of the University logo,

the background of the shield is always black. The banner

background color and the background of the three medal-

lions is always white. (See example on previous page.)

Web pages and presentations

RGB versions of all logos needed to create graphics for the

web, presentations, or braodcast media are included in the

logo zip ﬁles available on the Creative Services website.

For other elements on a web page or in a presentation

that need to appear in the University’s ofﬁcial colors, use

the RGB color values (see page 21).

There are presentation templates available on the

Graphic Identity website that already incorporate the

correct logos and colors.

Embroidery

Version 2 of the University logo should be used for embroi-

dery. White, dandelion yellow, and Rochester blue are all

needed to embroider the full-color University logo and unit

marks correctly.

LIGHT- TO MEDIUM-COLORED BACKGROUNDS

WHITE-COLORED BACKGROUNDS

DARK-COLORED BACKGROUNDS

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(Embroidery continued)

You should always request a prototype of the artwork on

the actual material you’ve ordered to conﬁrm the logo is

being embroidered at a high enough quality. University

Purchasing has an up-to-date list of quality embroidery

vendors available upon request.

Foil stamping

When foil stamping the University logo in metallic foil on a

medium- to dark-colored background, it should be a gold

foil. Creative Services has speciﬁc ﬁles available to ensure

the proper reproduction of the logos when foil stamping.

Engraving on glass or acrylic or making decals for glass

Creative Services has created speciﬁc logo ﬁles for these

purposes. Contact Creative Services for more information.

Specifying University colors for nonprinted

materials, e.g., fabric, thread, plastics, paint, etc.

When reproducing any of the University logos in full color,

the University’s ofﬁcial colors should be speciﬁed. The

ﬁnished product(s) should match PANTONE 109 C (yellow),

PANTONE 541 C (blue), and white. We strive to reproduce

the University’s ofﬁcial colors as accurately and consistently

as possible regardless of the medium, material, or methods

of production.

When it has been determined that exact matches are not

possible, we recommend erring on the side of a blue darker

than PANTONE 541 C, such as navy blue rather than a lighter

royal blue, and a yellow with more red in the formula than

PANTONE 109 C, rather than a lemon yellow.

If you have questions about how to achieve or specify

the University colors for mediums, materials, or methods of

production other than offset/digital printing or web, please

contact Creative Services for help.

EMBROIDERY

ONE-COLOR DECAL OR ENGRAVING ON GLASS

FOIL STAMPING

PAINTED SURFACE

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Typography

There are two typefaces speciﬁed in the University’s

graphic identity system, mainly for use in stationery:

Garamond Premier Pro Opticals and Frutiger Condensed

LT. These two typefaces, in various weights, are used in a

variety of print and digital situations.

It is important to establish a continuity of appearance

that supports the University’s brand while promoting a

cohesive, professional look among printed communications

products. While these two typefaces are not required for

all printed pieces, it is important to select typefaces that

complement them to further the impression of the Univer-

sity as a distinguished and quality institution. Therefore, the

use of novelty and script typefaces is discouraged in most

cases. Contact Creative Services at creativeservices@

ur.rochester.edu if you have a question about the use of

typefaces.

Permanent signage

Creative Services and Planning and Project Management

work together to maintain signage standards. Contact either

ofﬁce for more information.

For instances of stone-carved facade lettering intended to

duplicate or evoke the lettering of the original Eastman Quad-

rangle buildings, a custom typeface called Meliora Stonecut

has been created exclusively for this use. Contact Creative

Services for more information.

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GARAMOND PREMIER PRO OPTICALS

FRUTIGER CONDENSED LT

MELIORA STONECUT

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

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MINION PRO

MYRIAD PRO

GOTHAM

Compatible typography

At left are several common typefaces that can be considered

compatible with our identity system that have been used

by many of the design professionals here at the University.

It is far from comprehensive, so we encourage anyone who

is unsure about typography to please consult with Creative

Services for further guidance.

While the University’s online presence often utilizes

specialized typography, we recommend that sites default

to the same typefaces: Helvetica for sans serif and Georgia

for serif.

Event signage

Creative Services can help design temporary signage for

an event and connect a client with resources to have the

signage distributed and installed.

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

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Ofﬁcial Stationery

Printed stationery

The University maintains a contract with Dupli Printing as

the University’s exclusive standard stationery printer. Dupli

operates an online system to conveniently order all printed

standard stationery. To be able to order stationery online,

you must ﬁrst register with Purchasing at (585) 275-2010.

Once registered, an automated email is sent from Dupli

with the link and log-in instructions.

Do not order University ofﬁcial printed stationery from

any other vendor or attempt to create your own University

standard stationery.

Digital letterhead

For the highest quality business correspondence, we

strongly encourage using printed stationery from Dupli.

However, we realize it is sometimes necessary to send

ofﬁcial communication via email. In that case, contact

Creative Services at (585) 275-4121 or by email at

creativeservices@ur.rochester.edu. We will create

a Word template for your needs within the standard

guidelines free of charge.

Note: All digital letterhead templates must be created by

Creative Services. Do not attempt to create your own tem-

plate for letterhead or other stationery products. Do not use

a copier to duplicate the University’s printed letterhead.

Room# Building · Box XXXXX · Rochester, NY 146XX-XXXX

585.27X.XXXX · 585.27X.XXXX fax · username@rochester.edu · www.ifapplicable.edu

Unit Name or Department Name

Secondary Afﬁliation

Name

Title

Department (if applicable)

Room# Building (if applicable)

Box XXXXXX

Rochester, NY 14627-XXXX

SAMPLES OF SOME STANDARD STATIONERY ITEMS

Firstname Lastname

Title 1

Title 2

Title 3

585.XXX.XXXX

585.XXX.XXXX fax

585.XXX.XXXX mobile

585.XXX.XXXX toll free

email@rochester.edu

@twitter twitter

handle social

www.rochester.edu

Edmund A. Hajim School of

Engineering & Applied Sciences

University of Rochester

Rm # Building

P.O. Box XXXXXX

Rochester, NY 146XX-XXXX

585.XXX.XXXX

585.XXX.XXXX fax

username@rochester.edu

Room# Building

XX Gibbs Street

Rochester, NY 14604

Firstname Lastname

Title

Title 2/Department 1

Department 2

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UNIVERSITY OF ROCHESTER IDENTITY GUIDE

Vehicle Graphics

Ofﬁcial vehicles must be easily and quickly identiﬁed.

They also are a highly visible, public representation of the

University’s brand. If you are planning new vehicle graphics,

contact Creative Services at creativeservices@ur.

rochester.edu as early in the process as possible to

ensure that your design meets brand guidelines.

FACILITIES

273-4567

EXAMPLES OF OFFICIAL VEHICLES

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

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Merchandise and

Trademark Licensing

The University works with Collegiate Licensing Company

(CLC) to monitor and enforce our trademarks. Any vendor

planning to reproduce any of the University’s trademarks

must be licensed with CLC. All of the University’s logos, unit

marks, and spirit marks detailed in this guide are trade-

marked. All products featuring the University’s trademarks

must be approved via CLC licensing management system.

For more information, contact Creative Services at

creativeservices@ur.rochester.edu.

QUESTIONS? CONTACT CREA[email protected]

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

Maps

Creative Services maintains the ofﬁcial maps for all Univer-

sity campuses. Printed versions of this map are available. If

a specialized map is needed (for example, directions to a

speciﬁc building or parking lot), contact Creative Services at

creativeservices@ur.rochester.edu.

Online

Online maps are available at www.rochester.edu/maps.

There you can search for your destination or ﬁnd informa-

tion on particular places.

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

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Spirit R Logo Usage

The tables at right detail how different color backgrounds

determine which Spirit R logo ﬁle is used.

The facing page details the various Spirit R plus text

lockups (see page 31) that are available.

Note: The Friends of Rochester Athletics mark is used

exclusively by Advancement.

Non-fabric applications

ONE- AND TWO-COLOR PRINTING

One ink color: black on white or blue (PMS 541 C) on

yellow

USE FILE VERSION EXAMPLE

C_SpiritR_1color.eps C

D_SpiritR_1color_blue.eps D

E_SpiritR_1color_whiteoutline.

eps

F_SpiritR_1color_yellow.eps F

Two ink colors: yellow (PMS 109 C) and blue (PMS 541 C)

on white or any light to medium color

USE FILE VERSION EXAMPLE

A_SpiritR_CMYK.eps A

B_SpiritR_CMYKwhiteoutline.eps B

FULL-COLOR PRINTING

Four ink colors: on white or any light to medium color

USE FILE VERSION EXAMPLE

A_SpiritR_CMYK.eps A

Four ink colors: on any dark color

USE FILE VERSION EXAMPLE

B_SpiritR_CMYKwhiteoutline.eps

Fabric applications

One ink or thread color: black on white fabric or blue

(PMS 541 C) on yellow fabric.

USE FILE VERSION EXAMPLE

C_SpiritR_1color.eps C

D_SpiritR_1color_blue.eps D

One ink or thread color: yellow (PMS 109 C) on dark blue

fabric or on any dark fabric

USE FILE VERSION EXAMPLE

F_SpiritR_1color_yellow.eps F

Two ink or thread colors: yellow (PMS 109 C) and blue

(PMS 541 C) on white or any light- to medium-colored

fabric

USE FILE VERSION EXAMPLE

A_SpiritR_CMYK.eps A

Two ink or thread colors: yellow (PMS 109 C) and white

(PMS White C) on any dark blue fabric

USE FILE VERSION EXAMPLE

B_SpiritR_CMYKwhiteoutline.eps B

Three ink or thread colors: yellow (PMS 109 C), blue (PMS

541 C), and white (PMS White C) on any dark fabric

USE FILE VERSION EXAMPLE

B_SpiritR_CMYKwhiteoutline.eps B

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UNIVERSITY OF ROCHESTER IDENTITY GUIDE

Standard label conﬁgurations

The Spirit R logo has a variety of standard treatments using

one of these labels:

1. UNIVERSITY OF ROCHESTER

2. ROCHESTER

3. ROCHESTER YELLOWJACKETS

(Yellowjackets is one word.)

When a standard label appears with the Spirit R, the size

relationship between the label and the “R” is locked and

should not be altered. These lockups are detailed at left.

Further guidelines include:

· Any treatment of the letters “UR” is not an acceptable

label to use for athletic/spirit items.

· Other descriptive words can be added to the standard

labels. These additional descriptive words, such as

“Alumni,” speciﬁc sport names, “Coaching Staff,”

“Coach,” etc., can be added to the Spirit R logo in any

compatible typestyle and case treatment (all capitals or

initial capital).

· Additional descriptive type may not overprint or touch

the Spirit R logo.

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

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Unacceptable Treatments of the

Spirit R Logo

At right are examples and guidelines for how the

Spirit R logo should not be manipulated or modiﬁed.

Note: These examples are for non-fabric applications.

one- and two-color printing

USERS MAY NOT EXAMPLE

Substitute a capital letter R from a square-serif

typeface. Although the Spirit R logo was derived from

a square-serif capital R, many changes were made

to the letter shape and proportions to accommo-

date adding the outline and to make it a distinctive

graphic mark.

Reproduce the Spirit R logo without its outline

Change the proportions of the outline to the main

body of the Spirit R logo

Skew the Spirit R logo

Tilt the Spirit R logo

Use the Spirit R logo in words or acronyms

UGBY

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UNIVERSITY OF ROCHESTER IDENTITY GUIDE

USERS MAY NOT EXAMPLE

Use any colors except yellow or white for the body

of the Spirit R logo or decorate the main body or out-

line of the Spirit R logo, including any patterns, multi-

ple colors, gradations, camouﬂage, ﬂag or patriotic

motifs, distressed effects

Place any type or image under or over the Spirit R

logo

Ghost the Spirit R logo or any of the standard Spirit R

type arrangements

Change the proportions of the Spirit R logo for any

reason

Combine the Spirit R logo with any other graphics or

logo. In case of dual or cobranding situations, there

should be ample space between the Spirit R logo

and other logos to avoid the appearance of attach-

ment or combination.

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

QUESTIONS? CONTACT CREA[email protected]

Rocky Logo Usage

Standard label conﬁgurations

The Rocky logo has a variety of standard treatments using one

of these labels:

1. UNIVERSITY OF ROCHESTER

2. ROCHESTER

3. ROCHESTER YELLOWJACKETS

(Yellowjackets is one word.)

When a standard label appears with the Rocky logo, the

size relationship between the label and Rocky is locked and

should not be altered. Further guidelines include:

· Any treatment of the letters “UR” is not an acceptable

label to use for athletic/spirit items.

· Other descriptive words can be added to the standard

labels. These additional descriptive words such as

“Alumni,” speciﬁc sport names, “Coaching Staff,”

“Coach,” etc., can be added to the Rocky logo in any

compatible typestyle and case treatment.

· Additional descriptive type may not overprint or touch

the Rocky logo.

QUESTIONS? CONTACT CREA[email protected]

UNIVERSITY OF ROCHESTER IDENTITY GUIDE

QUESTIONS? CONTACT CREA[email protected]

Helpful Resources

Editorial guidelines

University Communications adheres toan in-house writing

and publishing style basedprimarily onTheChicago Manual

of Stylefor print and web communications.The Associated

Press Stylebookisa supplemental source. For any questions

regarding ofﬁcial University naming conventions or University

style please contact Creative Services.

Social media guidelines

Social media tools can be fun, exciting channels to connect

with the people you care about and who share common

interests—current students, prospective students, alumni,

faculty, staff. The University of Rochester supports the use

of these tools and has developed guidelines to help use

them effectively. For more information, visit

www.rochester.edu/social/guide/index.html.

Presentation templates

For your convenience and in the interest of brand consistency,

Creative Services has Keynote and PowerPoint templates

available for your use. These templates will help to save

time and energy, help to elevate the professionalism of your

materials, and unify the look and feel of all University of

Rochester communications. To view the available templates,

visit www.rochester.edu/creativeservices/

logo-templates.html.

Identity FAQ

When do I need to use the University logo or unit marks?

The University logo and unit marks are the ofﬁcial graphic

representations of the University and its major divisions—a

visual shorthand of the University brand, so they should

be used like you would use your signature to represent

yourself on a document. The logo and unit marks should

be applied to all forms of communication with the general

public. In most cases, the logo or unit mark will appear

small and unobtrusive. When they are the only image on

a printed piece or merchandise, they could have a more

prominent visual treatment and placement.

When does a logo require the registered trademark symbol?

It’s not wrong to attach the registered mark, but it is only

required on products that are to be sold to the public. Such

products must be processed through the University’s licensing

partner, Collegiate Licensing Company (CLC), which can be

accessed online at http://college.trademarxonline.com/.

Can I use the University’s ofﬁcial seal as my logo?

The ofﬁcial seal is not the University of Rochester’s logo. It is

the ofﬁcial seal of the University of Rochester (the corporation).

It is the emblem of authenticity. The seal has limited use. It

is used for events and materials of a ceremonial nature or

ofﬁcial activity by the president and the Board of Trustees. Visit

www.rochester.edu/creativeservices/seal.html for

more information or contact Creative Services at

creativeservices@ur.rochester.edu with questions.

Can I use the University’s ofﬁcial seal to identify the Univer-

sity on a product too small to use the logo?

Barnes & Noble Bookstore has been granted special permis-

sion to use the ofﬁcial seal on a limited number of premium

gift and recognition items. No other uses are permitted

unless they meet the criteria of the preceding question.

Can my department/program/center have a logo?

Individual departments, centers, programs, and groups may

not have logos. Contact Creative Services to review your

branding options.

Can I use the initials “UR” or “U of R” in graphic

applications?

We discourage the use of both treatments in formal writing

and recommend spelling out “University of Rochester” or

using the word “Rochester” to refer to the University when

the meaning is clear. It is not recommended for graphic

applications because “UR” is a prominent and integral

element of the UR Medicine brand, and its use to represent

groups not associated with UR Medicine is misleading.

Can I have a version of the logo in my email signature to

make it look ofﬁcial?

Putting a University logo at the end of your email signature

to make it ofﬁcial is unnecessary. It increases the ﬁle size of

your emails and is susceptible to rendering poorly on some

devices. It is better to allow your email address to certify

your email’s ofﬁcial University status.

Why can’t I open the EPS logo ﬁles from the Creative

Services website?

EPS ﬁles are high-resolution, scalable vector graphics and

the standard for all design and print production software

(e.g., Adobe Illustrator, Adobe InDesign, Afﬁnity Publisher)

and are meant to be placed/imported into layouts, not

opened. Therefore in every logo ZIP ﬁle we include a PDF

ﬁle that displays each included mark and its corresponding

ﬁlename. This reference will help the user determine which

ﬁle is the most appropriate for the given situation. There

are many ofﬁce software products that don’t allow EPS ﬁles

to be read or do a poor job reproducing them (speciﬁcally

Microsoft Ofﬁce for Windows). While the logo ﬁles can be

converted to other ﬁle formats for use with other software

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UNIVERSITY OF ROCHESTER IDENTITY GUIDE

products, it is discouraged, as they can easily and inad-

vertantly be converted into a poor-quality format. Contact

Creative Services for help with this technical question. If the

ﬁles are simply meant to go to a vendor for use, have the

vendor download the ﬁles.

Is it okay for my vendor to alter the logo or unit marks in

any way to allow the vendor to ﬁt their imprint area or

to reproduce the logo well using their special production

process?

The short answer is “No.” Creative Services has a lot of

experience working with vendors to resolve such issues.

Embroidering the marks well is a common difﬁculty, and we

have developed embroidery-optimized versions for this use.

Is it okay if the product I’m trying to apply the logo to isn’t

available in the exact University colors?

It is unlikely that you’ll ﬁnd a perfect match from any man-

ufacturer, unless they can custom make the product to our

speciﬁcations. Consider starting with a white, yellow, black,

blue, silver, or gold-colored product. If an exact match to

the University colors is not possible, we recommend erring

on the side of a darker blue than PANTONE 541C and a

more orangish yellow—as opposed to a lemony yellow—

than PANTONE 109 C. Creative Services can help you make

the right decision.

I cannot get the logo to look good or ﬁt on my project no

matter what I do. Do I have to use it?

We recommend that you contact Creative Services to see

if we have any advice on how to handle your unique situa-

tion. Our rule of thumb is, however, that not using the logo

is preferable to using it where it will be reproduced poorly.

Instead, use “University of Rochester.” Do not try to mimic

the arrangement of the words or the typeface of the logo.

I need to foil stamp the logo on something. Do I just use

the version meant for a dark background?

No. We have a special version of the one-color logo ﬁle that

is available for foil stamping or printing with a light-colored

ink on a dark background. This also pertains when the

logo is engraved or sand-blasted onto a clear material like

a glass door or an acrylic award. Please contact Creative

Services for this ﬁle.

I want to put a logo on glass or something else that’s

transparent. What version should I use?

Treat any transparent object as a dark background and use

the appropriate version. This applies to decals as well as to

engraving.

What does “Pantone” mean?

Reproducing and displaying consistent colors across

multiple media is a challenge, but there are tools available

to assist the process. The Pantone Color Matching System

(PMS) is the primary tool available to designers, printers,

and other vendors for specifying color. This standardized

color reproduction system uses numbers to identify speciﬁc

colors. When specifying printing colors, the letters C, U, or

M follow the number, indicating the type of paper being

printed on. While the letter C stands for coated paper, we

recommend using the coated paper targets to achieve the

desired result on all substrates.

UNIVERSITY COMMUNICATIONS

CURRENT AS OF APRIL 2021