Winthrop University
Visual Identity Manual
March 2023
Winthrop University
Visual Identity Manual
March 2023
This manual is an Adobe Acrobat 9.0 PDF file for
viewing on Macintosh or Windows platforms. We
recommend downloading the file and viewing it
on your desktop. All entries on the contents page
are linked to their respective pages. The complete
file or its individual pages also may be printed on
8.5”x 11” paper, preferably using a color printer.
The most current version of the manual is available
online at www.winthrop.edu/ucm/visualidentity.
Winthrop University Visual Identity Manual
Winthrop University Visual Identity Manual
Contents
1.0 Official University Marks
1.1 Introduction, Visual Identity Policy, Logo Usage and
Contact Information
1.2 The Ocial Winthrop University Logo
1.3 The Logo: Horizontal Version
1.4 The Logo: Stacked Version
1.5 The Logo: Logotype
1.6 The Logo: Logomark
1.7 The Logo: Co-brand
1.8 Ocial University Seal
1.9 The Logo: Unacceptable Uses
1.10 The Logo: Unacceptable Uses (continued)
2.0 Color
2.1 Primary and Secondary Color Palettes
2.2 The Logo: Two-Color Reproduction
2.3 The Logo: One-Color Reproduction
2.4 The Logo: Reverse Applications
3.0 Typography
3.1 Primary and Accent Typefaces
3.2 Secondary Typeface and Primary Typeface for Web
4.0 Stationery System and Templates
4.1 Stationery Standards
4.2 Letterhead
4.3 Standard Envelope
4.4 Electronic Letterhead
4.5 Business Cards
4.6 Mailing Label
4.7 Compliments Card
4.8 Note Card
4.9 Note Card Envelope
4.10 Other Envelopes
4.11 Pocket Folder
4.12 Name Tag
4.13 Panel Card
4.14 E-mail Signature
4.15 Power Point Templates
4.16 Power Point Templates (continued)
4.17 Flyer Template
4.18 Trifold Brochure Template
4.19 Research Poster Templates
5.0 Winthrop Publication
5.1 How to Prepare a Winthrop Publication
5.2 How to Prepare a Winthrop Publication
(continued)
5.3 How to Prepare a Winthrop Publication
(continued)
5.4 How to Prepare a Winthrop Publication
(continued)
5.5 Procedures for Using a Freelance or
Student Designer
5.6 Procedures for Using a Freelance or
Student Designer (continued) and Licensing
6.0 Appendix
6.1 Glossary
Winthrop University Visual Identity Manual
Official University Marks 1.0
1.1 Introduction, Visual Identity Policy and Logo Usage
and Contact Information
1.2 The Ocial Winthrop University Logo
1.3 The Logo: Horizontal Version
1.4 The Logo: Stacked Version
1.5 The Logo: Logotype
1.6 The Logo: Logomark
1.7 The Logo: Co-brand
1.8 Ocial University Seal
1.9 The Logo: Unacceptable Uses
1.10 The Logo: Unacceptable Uses (continued)
Winthrop University Visual Identity Manual
Official University Marks 1.1
Introduction
A university's logo is the visual cornerstone
of its brand identity. The initial interaction
with this impactful symbol is typically through
a letter, publication, commemorative item or
a visit to the Winthrop website. All bear the
Winthrop University logo, the face of the brand
that engenders recognition, communicates
dierentiation and imbues recall.
The Winthrop University brand, logo, visual
identity, marks and graphic images must be
used appropriately in printed and electronic
mediums to ensure the brand recognition
and integrity of the institution are maintained.
This Visual Identity Manual outlines how and
when the ocial Winthrop University logo can
be used. These standards ensure that each
time the logo is used, the public receives a
clear and consistent message concerning
Winthrop’s brand. A uniform presentation by all
constituents will help strengthen the public’s
perception and understanding of Winthrop as
an educational leader, committed to quality
higher education.
For these reasons, Winthrop’s President has
directed University Communications and
Marketing to review all applications of the
institution’s logo to ensure compliance with
the standards presented on the following
pages. Written requests for departure from the
Visual Identity Manual should be directed to
University Communications and Marketing.
Visual Identity Policy
All material printed or produced by Winthrop
University, or in the name of Winthrop
University, will follow this version of the
Winthrop University Visual Identity Manual. You
may print the electronic version of the manual
found on the University Communications and
Marketing web page located at www.winthrop.
edu/ucm/visualidentity.
Logo Usage
Use of the ocial Winthrop University logo is
carefully controlled to prevent unauthorized
or graphically inappropriate applications.
Procedures related to use of the logo are
detailed on pages 1.2 through 1.11.
Your cooperation in adhering to published logo
guidelines is essential to the preservation of
a consistent and enduring brand image of the
university to the public.
HOW TO REQUEST A LOGO FILE
For specific logo files, creation of logos with
co-brand units, creation of electronic (HTML)
letterhead or general questions, please contact
the Director of Printing and Creative Services at
803/323-2236.
CONTACT INFORMATION
For additional information on producing
Winthrop publications or if you have questions
about the Visual Identity Manual, please contact:
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
803/323-2236
www.winthrop.edu/ucm
Winthrop University Visual Identity Manual
The Official Winthrop University Logo
The ocial Winthrop University logo is shown to
the left. It is the primary element of the Winthrop
University visual identity and must appear on
Winthrop University communications.
The Winthrop University logo is comprised
of the eagle, shield, and specific typographic
treatment of the words “Winthrop University.”
The Winthrop University logo is a registered and
fully protected trademark. The logo must only
be used for approved purposes and cannot be
modified in any way. All approved logo versions
are outlined in this Visual Identity Manual.
The ocial logo can only be used for approved
purposes and must be obtained from University
Communications and Marketing. Scanning
the logo or using a logo obtained from the
Winthrop website for printed publications
is prohibited. Any publications that use
the logo must be reviewed by University
Communications and Marketing.
The ocial Winthrop University logo should not
be line screened unless approved by University
Communications and Marketing. This applies to
all versions of the logo, as well as the logotype
and logomark.
Official University Marks 1.2
Winthrop University Visual Identity Manual
The Logo: Horizontal Version
The horizontal version of the logo is preferred
and should be used in most applications except
where space limitations prohibit its use.
Official University Marks 1.3
Minimum width = 1.375 inches
Protected area’s width and height equal the cap height of the “W.”
Gray squares represent protected area.
Winthrop University Visual Identity Manual
The Logo: Stacked Version
When a layout calls for a centered presentation,
the stacked version of the logo is preferred.
Official University Marks 1.4
Minimum width = 1 inch
Protected area’s width and height equal the cap height of the “W.”
Gray squares represent protected area.
Winthrop University Visual Identity Manual
The Logo: Logotype
The logotype must always appear as shown
in the ocial logo. This logotype alone may
only be used in specific instances approved by
University Communications and Marketing.
Official University Marks 1.5
Minimum width = 1 inch
Protected area’s width and height equal the cap height of the “W.”
Gray squares represent protected area.
Winthrop University Visual Identity Manual
The Logo: Logomark
The logomark must always appear as shown in
the ocial logo. This mark may only be used
in specific instances approved by University
Communications and Marketing.
Official University Marks 1.6
Minimum width = 0.35 inches
Protected area’s width and height equals 50 percent of the width
of the shield. Gray squares represent protected area.
Department of
Mass Communication
Department of
Physical Education, Sport
and Human Performance
Admissions
Richard W. Riley
College of Education
Department of
Accreditation, Accountability,
and Academic Services
Winthrop University Visual Identity Manual
Official University Marks 1.7
Horizontal, One Line
Horizontal,Two Lines
Stacked, One Line Stacked, Two Lines Stacked, Three Lines
Horizontal,Three Lines
The Logo: Co-brand
The name of major units within Winthrop
University, such as colleges and administrative
oces, may be added alongside the Winthrop
logo under strict co-branding guidelines.
Student groups will not receive co-branded
logos unless they function as university
representatives.
Co-branded units may choose among two
configurations; horizontal and stacked,
employing one, two or three lines for the unit
name. Number of lines is based on length of unit
name and/or space limitations of logo usage.
If your unit desires to be co-branded with
the ocial logo, contact the University
Communications and Marketing Director of
Printing and Creative Services at x2236, for
more information.
When co-branding unit names, University
Communications and Marketing considers
exceptions only when absolutely necessary.
Winthrop University Visual Identity Manual
Official University Seal
The seal is used only on diplomas and
other approved documents requiring ocial
insignia. It may only be used independently in
specific instances determined by University
Communications and Marketing.
Official University Marks 1.8
Minimum width = 1 inch
Protected area’s width and height equals 50 percent of the
diameter of the seal. Gray squares represent protected area.
Minimum width = 1 inch
Protected area’s width and height equals 50 percent of the
diameter of the seal. Gray squares represent protected area.
Winthrop University Visual Identity Manual
The Logo: Unacceptable Uses
It is extremely important for brand integrity
that the ocial Winthrop University logo be
displayed correctly. Always use the correct
typefaces and the correct relative positioning
and size of all elements.
The examples on this and the following page
illustrate unacceptable displays of the ocial
Winthrop University logo and apply to the entire
family of ocial Winthrop University marks.
1. Do not distort any portion of the logo.
2. Do not crop any portion of the logo.
3. Do not tilt the logo.
4. Do not rearrange components in the logo.
5. Do not rotate the logo.
An exception to this guideline is a vertical
street pole banner where the logo appears
in a vertical position by necessity.
6. Do not alter the alignment of any component
of the logo or co-brand unit.
7. Do not alter the relative size of the logo or
co-brand unit.
8. Do not remove the eagle from the shield.
9. Do not flip the direction that the eagle is
flying in the opposite direction.
Official University Marks 1.9
1
2
5
3
6
4
7
8
9
Winthrop University Visual Identity Manual
Official University Marks 1.10
The Logo: Unacceptable Uses
(continued)
8. Do not alter the typeface of the logo.
9. Do not alter the typeface of a co-branded
unit.
10. Do not add a drop shadow to any part of
the logo.
11. Do not combine the official university seal
with the logotype.
12. Do not alter the relative size of the elements
of the logo.
13. Do not use the seal in place of the
university logo.
14. Do not violate the minimum surrounding
clear space requirements by attaching type
or graphics to the logo. See clear space
requirements for logo and other ocial
marks on pages 1.3-1.6 and 1.8.
15. Never reproduce the logo from a web site
or previously printed publication.
8 12
9 13
10 14
11 15
Winthrop University Visual Identity Manual
Color 2.0
2.1 Primary and Secondary Color Palettes
2.2 The Logo: Two-Color Reproduction
2.3 The Logo: One-Color Reproduction
2.4 The Logo: Reverse Applications
Winthrop University Visual Identity Manual
Color 2.1
Primary Color Palette*
The primary colors for the Winthrop University
identity system are Garnet, PMS 188C, and
Gold, PMS 7409C. Equivalent color formulas for
four-color process printing and digital media are
provided at left.
Garnet
Print
_____________________________________________________
Pantone Matching System: PMS 188C
Four-Color Process: C16 M100 Y65 K58
Digital
_____________________________________________________
RGB: R102 G0 B0
HEX: #660000
Blue
Four-Color Process:
C100 M51 Y0 K30
RGB: R0 G84 B142
HEX: #00538E
Red
Four-Color Process:
C20 M100 Y80 K20
RGB: R166 G26 B50
HEX: #A61A32
Gray 1
Four-Color Process:
C0 M0 Y0 K6
RGB: R239 G239 B240
HEX: #EFEFF0
Purple
Four-Color Process:
C84 M99 Y0 K12
RGB: R75 G40 B132
HEX: #4B2884
Gray 2
Four-Color Process:
C0 M0 Y0 K20
RGB: R209 G211 B212
HEX: #D1D3D4
Gold 2
Four-Color Process:
C6 M32 Y100 K24
RGB: R188 G141 B22
HEX: #BC8D16
Green
Four-Color Process:
C96 M0 Y30 K45
RGB: R0 G111 B121
HEX: #006F79
Gold
Print
_____________________________________________________
Pantone Matching System: PMS 7409C
Four-Color Process: C0 M31 Y100 K0
Digital
_____________________________________________________
RGB: R240 G179 B35
HEX: #F0B323
Secondary Color Palette*
The secondary color palette consists of accent
and neutral colors to complement the primary
Garnet and Gold.
*Color Management: Printing and production processes
often generate slight color deviations depending on
a variety of factors such as the material on which the
color is being applied, the finish being used, screen
resolutions, etc. Always work closely with your vendor
and/or Winthrop's Senior Designer to ensure the best
color match is achieved.
Navy
Four-Color Process:
C100 M57 Y12 K66
RGB: R0 G42 B78
HEX: #002A4E
Gray 3
Four-Color Process:
C0 M0 Y0 K80
RGB: R89 G90 B92
HEX: #595A5C
Winthrop University Visual Identity Manual
The Logo: Two-Color Reproduction
The ocial Winthrop University logo horizontal
and stacked versions must be printed in the
primary colors, Garnet (PMS 188C) and Gold
(PMS 7409C), as shown in the examples to the
left. This also applies when using the logomark
alone.
Color 2.2
Winthrop University Visual Identity Manual
Color 2.3
The Logo: One-Color Reproduction
The ocial Winthrop University logo and seal
must be printed in Garnet (PMS 188C) or black,
as shown in the examples to the left. This
applies to all versions of the logo, as well as the
logotype and logomark. See examples at left.
Winthrop University Visual Identity Manual
Color 2.4
The Logo: Reverse Applications
The ocial Winthrop University logo and seal
may be printed in reverse (light logo on dark
background). This applies to all versions of the
logo, as well as the logotype and logomark. See
examples at left.
Winthrop University Visual Identity Manual
Typography 3.0
3.1 Primary Typefaces and Accent Typeface
3.2 Secondary Typeface and Primary Typeface for Web
Winthrop University Visual Identity Manual
Typography 3.1
Primary Typefaces
Proxima Nova and Adobe Garamond Pro have
been chosen as the primary typefaces for
Winthrop University.
Proxima Nova is the primary sans serif typeface.
The default weight to use is Proxima Nova
Light. For short text and headlines, the dierent
weights and treatments allow for a wide range
of uses while maintaining consistency across
materials. When text is set in all caps, increased
letter tracking is recommended.
In cases where Proxima Nova is not available,
use Arial as a substitute.
Adobe Garamond Pro is the primary serif
typeface and is used for all logo co-brands. The
default weight to use for correspondence and
body copy is Adobe Garamond Pro Regular.
In cases where Adobe Garamond Pro is not
available, use Times New Roman as a substitute.
Proxima Nova
_____________________________________________________
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Light Light Italic
Regular Italic
Bold Bold Italic
Black Black Italic
Light Condensed Light Condensed Italic
Condensed Condensed Italic
Bold Condensed Bold Condensed Italic
Black Condensed Black Condensed Italic
Adobe Garamond Pro
_____________________________________________________
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Regular Italic
Semibold Semibold Italic
Bold Bold Italic
Winthrop University Visual Identity Manual
Typography 3.2
Accent Typefaces
Rockwell and Raleway have been chosen as the
accent typefaces for Winthrop University.
Rockwell is the serif accent typeface. The
default weight to use is Rockwell Regular.
This typeface is only to be used for short text,
headlines, and call-outs.
Raleway is the sans serif accent typeface, and
the selected typeface for all web applications.
The default weight to use for body copy is
Raleway Regular. For email communications
only, Arial may be used as a substitute.
Raleway
_____________________________________________________
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Regular
Medium
SemiBold
Bold
ExtraBold
Heavy
Rockwell
_____________________________________________________
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Regular Italic
Bold Bold Italic
Winthrop University Visual Identity Manual
Stationery System 4.0
and Templates
4.1 Stationery Standards
4.2 Letterhead
4.3 Standard Envelope
4.4 Electronic Letterhead
4.5 Business Cards
4.6 Mailing Label
4.7 Compliments Card
4.8 Note Card
4.9 Note Card Envelope
4.10 Other Envelopes
4.11 Pocket Folder
4.12 Name Tag
4.13 Panel Card
4.14 E-mail Signature
4.15 Power Point Templates
4.16 Power Point Templates (continued}
4.17 Flyer Template
4.18 Trifold Brochure Template
4.19 Research Poster Templates
Winthrop University Visual Identity Manual
200 Tillman Hall
Rock Hill, SC 29733
803/323-2236
803/328-2855 (fax)
University Communications
and Marketing
Stationery System 4.1
and Templates
Stationery Standards
The standards provided in the following pages
are an essential part of the Winthrop University
visual identity system and are to be used by all
units within the university.
Contact Printing Services for the production
of stationery for all colleges, departments or
oces at x2221 or printingservices@winthrop.
edu.
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
Winthrop University Visual Identity Manual
200 Tillman Hall
Rock Hill, SC 29733
803/323-2236
803/328-2855 (fax)
University Communications
and Marketing
Stationery System 4.2
and Templates
Not actual size
Letterhead
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 8.5” x 11”
Paper: Domtar Cougar, Smooth, White, 70lb Text
Note: Suggested margins indicated at left are
optional.
2.25 inch top margin
1.25 inch
left margin
.75 inch left
margin
1.75 inch bottom
margin
Winthrop University Visual Identity Manual
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
Stationery System 4.3
and Templates
Not actual size
Standard Envelope
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: #10 Envelope, 9.5” x 4.125”
Paper: Domtar Cougar, White, Smooth, 24lb Text
2 inch top margin
3.25 inch left margin
Winthrop University Visual Identity Manual
200 Tillman Hall
Rock Hill, SC 29733
803/323-2236
803/328-2855 (fax)
University Communications
and Marketing
Stationery System 4.4
and Templates
Not actual size
Electronic Letterhead
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 8.5” x 11”
Note: Suggested margins indicated at left are
optional.
Typically provided as a fillable .pdf file, unless
circumstances require a dierent file type.
2.25 inch top margin
1.25 inch
left margin
.75 inch left
margin
1.75 inch bottom
margin
Winthrop University Visual Identity Manual
Stationery System 4.5
and Templates
Business Cards
The ocial Winthrop University business
card uses the ocial authorized stacked
version of the logo and allows for 10 lines of
information. Campus constituents should limit
the information on their business cards to
that pertaining to their ocial positions with
Winthrop University. Home phone numbers
and cell phones are allowed if desired. No
deviations from the standard versions are
allowed.
Standard Business Card
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 3.5” x 2”
Paper: Domtar Cougar, White, Smooth,
100lb Cover
The web address on side two of the business
card can be customized to a web address that
is one extension o of the home page.
Standard Business Card
Standard Business Card: Optional reverse side printing
Robert Winthrop
Director University Services
100 Main Building
Rock Hill, SC 29733
803/323-0001
803/323-002 (fax)
[email protected]
www.winthrop.edu
Winthrop University Visual Identity Manual
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
Stationery System 4.6
and Templates
2 inch top
margin
1.75 inch left margin
Mailing Label
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 4.25” x 5.5”
Paper: Mac Papers, Starboard Tack, White, 60lb
Oset, pressure sensitive, scored liner
Winthrop University Visual Identity Manual
Stationery System 4.7
and Templates
Compliments Card
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 3.75” wide x 4.25” tall (folded)
Paper: Domtar Cougar, White, Smooth, 65lb
Cover
Note: single fold card, prints two color on one
side.
Compliments of
Robert Winthrop,
Director of
University Services
Winthrop University Visual Identity Manual
Stationery System 4.8
and Templates
Note Card
Logo: Two-color, stacked version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 5.5” x 4.25”
Paper: Domtar Cougar, White, Smooth, 65lb
Cover
Note: Garnet Gonfalon shape continues to the
second side where sender's address is also
included.
Winthrop University Visual Identity Manual
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
Stationery System 4.9
and Templates
Note Card Envelope
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: A-2, 5.75” x 4.375”
Paper: Domtar Cougar, White, Smooth, 70lb Text
Not actual size
2 inch top margin
2 inch left margin
.75 inch bottom margin
Winthrop University Visual Identity Manual
Stationery System 4.10
and Templates
Other Envelopes
Other size envelopes can be constructed as
needed, using similar specifications.
The position of the two-color, horizontal version
of the Winthrop University logo and return
address should maintain the same position
in relationship to the upper left corner as the
standard envelopes.
The address of the recipient should be
positioned flush left with the address block,
and the top should align with the vertical
center of the envelope.
Not actual size
Top margin of address block aligns with the center
of the height of the envelope
University Communications and Marketing
200 Tillman Hall
Rock Hill, SC 29733
Winthrop University Visual Identity Manual
Stationery System 4.11
and Templates
Pocket Folder
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 9” x 12”
Paper: Domtar Cougar, White, Smooth, 100lb
Cover
Note: This folder has two four-inch pockets with
slits for holding business cards on right hand
pocket.
Not actual size
Winthrop University Visual Identity Manual
Stationery System 4.12
and Templates
Temporary Name Tag
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and Gold (PMS 7409C)
Size: 4.25” x 2.75”
Paper: Mac Papers, Starboard Tack, White, 60lb
Oset, pressure sensitive, scored liner
Note: Two name tag design options.
Design A: two-color horizontal logo on white background
Design B: two-color reverse logo on garnet background
Winthrop University Visual Identity Manual
Stationery System 4.13
and Templates
Panel Card
Logo: Two-color, horizontal version of the
Winthrop University logo
Inks: Garnet (PMS 188U) and Gold (PMS 7409U)
Sizes: No. 5 1/2 Bar, 5.5” x 4.25”
Paper: Domtar Cougar, White, Smooth, 100lb
Cover
Headline: Adobe Garamond Pro, Semibold
or Helvetica Neue Heavy
18 pt.
Center aligned
PMS 188U
Space: 6 pt.
Subhead: Adobe Garamond Pro, Regular or
Helvetica Bold
15 pt.
Center aligned
PMS 188U
Space: 6 pt.
Body copy: Adobe Garamond Pro, Regular
11 pt.
Center aligned or center justified
PMS 188U or black
Note: Suggested margins indicated at left are
optional.
.5 inch
right
margin
.75 inch
top margin
1.5 inch
bottom margin
.5 inch
right
margin
Winthrop University Visual Identity Manual
E-mail Signature
Name: Arial Bold, 9 pt, flush left
Title: Arial Italic, 9 pt, flush left
Space
Institution Name: Arial Bold, 9 pt, flush left
Oce: Arial Regular, 9 pt, flush left
Building, Suite or Room #: Arial Regular, 9 pt,
flush left
Space
Telephone: Arial Regular, 9 pt, flush left
Fax: Arial Regular, 9 pt, flush left
E-mail: Arial Regular, 9 pt, flush left
Website: Arial Regular, 9 pt, flush left
Garnet color: R=102, G=0 ,B=0
For instructions on how to change your e-mail
signature in Outlook, choose e-mail signature
instructions under Related Files and Downloads
on the Visual Identity Manual site.
Stationery System 4.14
and Templates
First I. Last Name
Title
Winthrop University
Oce/Department
Building, Suite or Room #
Rock Hill, SC 29733
803/000-0000
803/000-0000 (FAX)
[email protected]
www.winthrop.edu
Winthrop University Visual Identity Manual
Stationery System 4.15
and Templates
Power Point Template: 1024 X 768
Logo: Two-color, stacked version of the
Winthrop University logo
Dimensions: 1024 pixels wide by 768 pixels tall
Note: Two template options are provided.
Available for download under Related Files on
the Visual Identity Manual site.
Power Point template A
Power Point template B
Winthrop University Visual Identity Manual
Stationery System 4.16
and Templates
Power Point Template: 1600 X 900
Logo: Two-color, stacked version of the
Winthrop University logo
Dimensions: 1600 pixels wide by 900 pixels tall
Note: Two template options are provided.
Available for download under Related Files on
the Visual Identity Manual site.
Power Point template A
Power Point template B
Winthrop University Visual Identity Manual
Stationery System 4.17
and Templates
Flyer Template
Logo: Two-color, stacked version of the
Winthrop University logo
Inks: Garnet (PMS 188C) and
Gold (PMS 7409C), digital printing
Size: 8.5” x 11”
Paper: Domtar Cougar, White, Smooth,
100lb Text
Flyer template front Flyer template back
Winthrop University Visual Identity Manual
Stationery System 4.18
and Templates
Trifold Brochure Template
Logo: Two-color, stacked version of the
Winthrop University logo and two-color unit
signature
Inks: Four color process, digital printing
Size: flat, 8.5” x 11”; folded 3.6875" by 8.5"
Paper: Domtar Cougar, White, Smooth,
70lb Text
Trifold brochure outside
Trifold brochure inside
Winthrop University Visual Identity Manual
Stationery System 4.19
and Templates
Research Poster Templates
Logo: Two-color, horizontal Winthrop University
logo
Inks: Four color process
Note: Available for download under Related
Files on the Visual Identity Manual site.
40 inch by 30 inch poster template
48 inch by 36 inch poster template
Winthrop University Visual Identity Manual
Winthrop Publication 5.0
5.1 How to Prepare a Winthrop Publication
5.2 How to Prepare a Winthrop Publication
(continued)
5.3 How to Prepare a Winthrop Publication
(continued)
5.4 How to Prepare a Winthrop Publication
(continued)
5.5 Procedures for Using a Freelance or
Student Designer
5.6 Procedures for Using a Freelance or
Student Designer (continued) and
Licensing
Winthrop University Visual Identity Manual
Winthrop Publication 5.1
How to Prepare a
Winthrop Publication
University Communications and Marketing
is committed to helping you produce
professional, practical, attractive, well-written
publications. In assisting you, we also have
the responsibility to maintain a consistent
design and literary style for the presentation
of the Winthrop University brand to all external
publics. Quality communications enhance the
university’s image and help relate Winthrop’s
mission more eectively to students, parents,
faculty, sta, alumni, potential donors,
prospective students, and the general public.
To ensure quality and consistency, University
Communications and Marketing has been
directed by the President to prepare or examine
all materials that incorporate the Winthrop
logo and/or target external publics. They are
responsible for seeing that such items meet high-
quality writing, editing and design standards, and
comply with visual identity requirements.
If you are planning a publication that is targeted
to, or could reach, an external public, you will
work with University Communications and
Marketing to ensure that the finished project
best represents you, your department and
Winthrop. Professional editorial and design
assistance is free of charge.
Step 1: Project Planning
Almost all areas of the university are
concerned with publications at one time or
another. Whether your department has one
project or many, we encourage you to contact
the Director of Printing and Creative Services
in University Communications and Marketing
at x2236 as soon as you are aware of your
publication needs. By scheduling a meeting
with them, information can be gathered
about your publication: its purpose, intended
audience, budget considerations, possible
formats, etc. This will ensure that your input is
obtained before editing or design time begins
on the project. Such a meeting may also be
useful for an existing publication if extensive
changes are necessary or if the existing format
could be improved.
The following checklist will assist you in
planning for your meeting with the
publications sta:
WHO
Who is the audience for the publication?
Will you be communicating information to
prospective students, the Rock Hill community,
employers, etc.?
WHAT
What type of publication do you need? A
flyer? Brochure? Newsletter? Booklet? What
do you want to communicate? Will you need
photographs or special illustrations? What is
your budget for the publication?
WHERE
Where should the publication be delivered?
To your oce? To another department? To a
mailing service?
WHEN
When do you need to have the publication
delivered? In determining this date, you will
want to allow for additional time if the pieces
are to be mailed.
HOW
How many copies do you need? How will the
piece be distributed? Will it be mailed? If so,
will you need envelopes or will it be a self-
mailer? Does it need a reply card?
If your project will be produced using freelance
or student design assistance, you must review
the procedures outlined on pages 6.5-6.6.
If the project is an identical reprint of
something originally printed on campus,
sending a completed print request form to
Printing Services is sucient to initiate this kind
of job.
Step 2: Preparing Your Text
University Communications and Marketing
prefers that any copy submitted for a project
is complete and final, and that it has achieved
any necessary departmental approval prior to
submission. On a limited basis, copy-writing
assistance on projects may be provided.
However, copy-writing services must be
Winthrop University Visual Identity Manual
Winthrop Publication 5.2
discussed well in advance of scheduling the
project to allow for adequate time to complete
any research associated with those services.
When final copy is complete it should be
submitted via e-mail, typed in Microsoft
Word format for PC and saved as a Word
document, prepared according to the bulleted
specifications below. A hard copy print out of
the text should accompany the print request.
University Communications and Marketing
and Printing Services convert most copy into
a format compatible with available desktop
publishing systems. To facilitate this conversion,
your copy should be prepared as follows:
• Please single-space all copy, using a one-
inch margin on all sides.
• Use blank lines to indicate copy breaks or
new paragraphs.
• The university adheres to style guidelines as
set forth in The Associated Press Stylebook
and Libel Manual. The copy you submit will
be reviewed and if necessary, edited, based
on AP style guidelines. An abbreviated
version of the university AP style guide is
available on University Communications and
Marketing’s web site.
• Avoid using tabs, indents or columns in the
final copy submitted. They do not convert
easily to desktop publishing software. If
a document contains a tabulated chart,
that chart should also be submitted as a
separate file in a text-only format.
• Do not use ALL CAPS, or insert commands
for bold, italics or underlining. Again,
these commands may cause problems
in the conversion and design stages.
Instead, insert a hand-written note on your
accompanying hard copy to highlight copy
points requiring emphasis.
• Please keep in mind that the information
you provide does not need to look like the
layout of a final printed piece. Copy will be
graphically manipulated after it has been
converted for desktop publishing.
Step 3: Print & Purchase Requests
When you are ready to schedule production
of a publication, a Printing Services print
request form should be completed and
sent to University Communications and
Marketing along with final copy. The form is
not considered complete unless the following
information is included:
• Budget Number
• Authorized Signature
• Date Needed
• Quantity
• Delivery Location
• Contact Person
If the job requires o-campus printing, a
purchase requisition form must also be
completed. In the space for a suggested
supplier, type “For Bids Only.”
If you are planning to reprint an on-campus
printing job with only minor copy changes, a
print request form with detailed instructions
will suce.
Step 4: Scheduling Your Project
In a given calendar year, University
Communications and Marketing coordinates
more than 400 printed pieces for academic
units and administrative oces on campus.
Because of this volume, we ask that you
contact us as soon as you are aware of your
publication need. The timetable for producing
a publication varies greatly depending upon
the complexity of the project. To assist with
scheduling projects, the publications sta
follows an established publications priority
list. In general, the following publications are
treated on a priority basis:
1. Publications for special events of
university-wide significance (e.g.
commencements, convocation)
2. Publications for special events of major
significance (e.g. homecoming and
reunion weekend celebration, orientation,
admissions open houses)
3. Admissions and marketing materials
4. Scheduled periodicals and publications
(e.g. Winthrop Magazine)
5. Publications for regularly scheduled events
How to Prepare a Winthrop Publication (continued)
Winthrop University Visual Identity Manual
Winthrop Publication 5.3
or activities (e.g. concerts, lectures)
University Communications and Marketing must
limit its involvement to publications that reach
external publics, simply because of stang
considerations. On-campus posters, T-shirt/
sweatshirt designs for student organizations,
departmental in-house newsletters, and other
publications created for on-campus audiences
only cannot be created by our design sta.
By appointment, our designers will be glad
to review on-campus publications and oer
suggestions if requested. Any use of the
Winthrop logo must be approved by University
Communications and Marketing.
University Communications and Marketing
prefers a minimum of six weeks notice, even
on simple jobs, because of the time needed to
phase a project into the production schedule,
and to permit adequate time for editing,
designing, proofing, printing and (if necessary)
shipping. More complex jobs can require much
longer lead times — in some cases, four to six
months. Production schedules are occasionally
subject to change when unexpected
contingencies occur. The best precaution is to
provide notice at the earliest opportunity.
In rare cases, work volume may make it
impossible for University Communications and
Marketing to guarantee completion of a job
within the necessary time frame. Should this
occur, the department will assist in making
an outside referral, and retain rights of final
approval, based on the image considerations
outlined above. If work with a freelance or
student designer is required, please refer to
Procedures for Using a Freelance or Student
Designer on pages 6.5-6.6.
Step 5: Creative Collaboration
University Communications and Marketing wants
to ensure that your project best represents you
and your department. Therefore, it’s important
that your comments and suggestions for copy
and design be presented in a meeting to review
the project. During the creative process that
follows, your suggestions will be considered
and incorporated in accordance to the
mandate set forth to create appealing, eective
publications for the campus community. For
that reason, final creative decisions including
editorial, design and printing matters must rest
with University Communications and Marketing.
Step 6: Production Process
Once the parameters of a project have been
established, and the necessary text and
paperwork have been received in the proper
format, University Communications and
Marketing will begin its “hands on” work. What
follows is a description of the production flow
for a typical job:
1. Editing ensures that the submitted copy
is appropriate, eective and follows
Winthrop AP style guidelines. If this process
necessitates major rewriting or editing by
the publications sta, a copy proof will be
sent for your review prior to layout.
2. Design is one of the most important
and time-consuming stages. It
involves formulating an eective visual
communication strategy, then developing
the concept using layout, photography,
illustration, or related graphics. Paper stock
and ink specifications are determined at this
time.
3. Proofing is the next stage. Most proofs
are generated as PDFs and sent by email.
At this point, clients are asked to proof
all copy. Any copy corrections should be
indicated on the proof, either by printing
out the pdf and physically writing on it or by
placing digital sticky notes with comments in
the PDF document itself. Please remember
that extensive changes or delay in returning
the proof could hinder the final delivery of
the print job.
4. Approval by a faculty or sta member with
budget authorization is required prior to
printing. An email sent to the Director of
Printing and Creative Services stating
the approval of the most recent proof
will suce. It is imperative that a project
manager seeks the highest level of
approval necessary (director, vice president,
president, etc.) for the project prior to
printing.
5. Prepress is the last stage before a job goes
to press. Conversion of the desktop file to
printing plates happens at this stage. For
o-campus printing, the vendor usually
How to Prepare a Winthrop Publication (continued)
Winthrop University Visual Identity Manual
Winthrop Publication 5.4
handles all prepress work.
6. Printer proofs are the last furnished proofs
before actual printing begins. O-campus
vendors submit a forms proof which is
an ink jet print-out showing all prepress
work. Along with a color digital proof, the
forms proof provides the best idea of what
a publication will look like. The purpose
of these proofs is to check position of
image elements, folding, color breaks, etc.
Because editorial changes made at this
stage are time-consuming and expensive,
all routine proofing for factual accuracy and
typographical correctness is completed
at an earlier stage. In most cases, a
forms proof and color match proof will be
reviewed only by the publications sta.
Step 7: Printing
When all prepress work is complete, the
printing process will begin. Printing Services
sta cut the paper stock, make printing plates
if necessary, and ink the press. After the job
is run and appropriate drying time has been
allowed, the individual printed sheets must be
scored, perforated, folded, collated and bound,
depending on the complexity of the job.
The publications sta maintains regular
contact with Printing Services, as well as
o-campus printing vendors. If your printing
can be handled on campus, both University
Communications and Marketing and Printing
How to Prepare a Winthrop Publication (continued)
Services will work with you to get the job done
as eciently and economically as possible.
If the printing requirements are outside
the scope of Printing Services’ capabilities,
University Communications and Marketing will
determine printing specifications and will work
with Procurement on bidding. See the Printing
Services website (www.winthrop.edu/printing/)
for detailed information about on-campus
printing capabilities.
Whether printing on-campus or o, University
Communications and Marketing makes
every eort to specify recycled papers and
environmentally safe soy-based inks. They will
also recommend appropriate cost-eciency
measures where applicable.
For any o-campus printing project, the
guidelines in the South Carolina Government
Printing Services Manual apply, and approval
by University Communications and Marketing
is required. They can provide assistance in
completing printing specifications forms.
Winthrop University Visual Identity Manual
Winthrop Publication 5.5
Procedures for Using a
Freelance or Student Designer
When working with freelance or student
designers, it’s important that the work meets
university visual identity standards and that the
designer is aware of the intellectual property
rights which govern the work submitted for
university use.
When using a freelance or student designer,
University Communications and Marketing’s
role is limited to the approval of properly
completed specs sheets, design and copy as
well as general consultation.
Freelance or student designers should consult
with Printing Services prior to beginning their
design if the project is intended for on-campus
printing. Printing Services will need to discuss
with them the layout and other production
details which may play a fundamental role in the
way their project should be designed for on-
campus printing.
Steps for working with a Freelance or
Student Designer:
1. The department’s budget coordinator must
complete a purchase requisition form for the
publication if the publication will be printed
o-campus.
2. Freelance and student designers must
sign and date a contract verifying their
understanding that, upon completion,
all work will become the intellectual
property of the university and that
no further royalties will ensue. The
university is thereby protected from any
misunderstandings concerning royalties
or accessibility to artwork the designer
has created. Ultimately this supports
the university’s eort to maintain a
certain caliber of work and empowers
the designer to consider university
requirements in establishing contract
terms.
3. Copy for the publication should be
written and submitted to University
Communications and Marketing for review.
Copy is edited in accordance with the
university AP style guide. In the case of
minor copy updates, only updated copy
needs to be submitted.
4. The designer should determine photography
needs. Existing photographs taken by the
university are available digitally in University
Communications and Marketing. The
designer can contact the Director of Printing
and Creative Services for more information.
5. The designer should layout the publication
to determine specifics such as size, number
of pages and folds.
6. If the publication will be printed o-campus,
the designer must complete South Carolina
Printing Specifications sheets and submit
it to Purchasing electronically. The printing
specifications sheets tell the printer all
about the job: the type of paper and
number of pages, the number and color of
inks, the size of the finished job, the type
of folds and bindery, and, most importantly,
the copy-ready date. An accurate copy-
ready date helps the printer schedule your
job for time on press. The specs sheet
should also include important contact
information in case the printer has any
questions once they receive the job. The
printer will also use the contact information
to send printer proofs to the designer.
Many projects are updated from the previous
year. In this case, the printing specs sheets
can be very similar to the previous year’s, but
the specs sheets should be reviewed and
copy-ready date must be updated before
sending them to Purchasing.
Typically, when a freelance or student
designer is handling a job, they complete
the specs sheets on their own. University
Communications and Marketing can review
specs sheets if needed.
The specs sheets must be submitted to
Purchasing at least two weeks before the
copy-ready date.
7. The designer designs the publication. The
finished design must correspond with the
specifications listed on the specs sheets.
University Communications and Marketing
is available at any time during the design
Winthrop University Visual Identity Manual
Winthrop Publication 5.6
Procedures for Using a Freelance or Student Designer (continued)
LICENSING
Members of the external community who
wish to use the logo on merchandise
intended for resale must follow the provisions
of the current, ocial institutional licensing
agreement. Please contact:
Anity Licensing
Wil Spires
760-860-4005 ext. 270
wil@anitylicensing.com
process for consultation or review of
design. Especially with new publications, it
is helpful to obtain early design approval
instead of waiting until the end of the
production process.
8. The freelance or student designer
submits the design and copy to University
Communications and Marketing for
final review to ensure consistency with
the Visual Identity Manual and AP style
guide. Please allow time for the review of
materials, as well as time for the designer
to make any changes needed.
9. The designer makes any necessary
changes and sends the file to the
printer. The file can either be transferred
electronically through an FTP site or
burned to a CD and shipped overnight. If
Printing Services will be printing the piece,
a printing request form must be completed
and submitted along with the file.
10. The printer’s proofs will come to the attention
of the designer. The proofs should be
reviewed immediately and any necessary
changes noted. Return proofs to the printer
the same day, if possible.
11. Equally as important is getting all publication
artwork on disk for future use or reference.
Having a print-quality digital file and native
working file of the project will enable the
design to be amended by others (e.g. date
changes, etc.) if the designer is no longer
available and a revision/reprint is desired.
Therefore, two digital copies of the final
art should be provided upon completion
of the project — one copy for departmental
reference and one copy to be forwarded
to the Senior Deisgner in University
Communications and Marketing. The latter
should include compilation art, all fonts,
and all high-resolution photos and graphics
required for final printing.
A Final Note
Electronic publishing has greatly enhanced
the services and capabilities of University
Communications and Marketing and Printing
Services. Sta members produce publications
in a timely and ecient manner.
With these strides has come a proliferation of
desktop publishing software on campus. While
non-professional electronic design is certainly
possible, it is rarely acceptable in publications
distributed to external constituencies. The
majority of laser printers and copiers available
on campus are also below industry standard
quality, 1,800-2,400 dpi (dots per inch)
output, for the production of external print
communications.
Last updated September 2018
Winthrop University Visual Identity Manual
Appendix 6.0
6.1 Glossary
Winthrop University Visual Identity Manual
Glossary
Cap Height: A unit of measurement describing
the height of a capital letter in a given typeface.
Color Palette: A selection of specific colors
that are chosen to coordinate, contrast, and
harmonize. It is used as an aide to maintaining
a desired degree of consistency within a visual
identity system.
Font: Within a typeface there are fonts of varying
weights or other variations, e.g., light, bold, semi-
bold, condensed, italic, etc. Each variation is a
dierent font.
Logo: A generic term for a unique graphic
symbol, display of a name, or a combination
of both, that is used to represent a product,
company, organization, or other entity.
Logomark: A generic term for a unique graphic
symbol.
Logotype: A logo composed of type.
Primary Color Palette: The core selection of
identifying colors that are used in a logo.
Seal: In an institution, the ocial logo used on
legal or ceremonial documents, often rendered
within a circular shape.
Serif/Sans Serif: In typography, a sans serif
typeface is one that does not have the small
thorn-like feet called “serifs” at the end of strokes
within letters.
Co-brand: The combination of the logotype with
an additional, more specific identifier.
Secondary Color Palette: A selection of colors
designed to supplement the primary color palette
for use in all related communications.
Template: A file with an associated style sheet
and all standing and serial elements in place on a
master page, used for publications following the
same design.
Typeface: A set of one or more fonts each
composed of glyphs that share common design
features.
Units: Divisions within an organization.
Visual Identity Manual: A formal reference
document establishing technical and creative
standards for a visual identity system. Typical
standards include descriptions and specifications
for reproducing the logo, logotype or wordmark,
stationary, print and web applications.
Appendix 6.1
Winthrop University Visual Identity Manual
University Communications and Marketing
200 Tillman Hall
Rock Hill, South Carolina 29733
803/323-2236