The University of Guelph Graphic Standards Guide
The University of Guelph publishes a Graphic Standards Guide to provide information regarding the appropriate use of the University’s name, logotypes, crests and images. The University of Guelph community has achieved a reputation for excellence in its teaching, research and service objectives. It is essential that we maintain a recognizable, consistent and high quality visual identity as an ongoing affirmation of that level of excellence.
The University of Guelph protects its visual identity through registration under the Canada Trademarks Act. No person may use any trademark identical to, or confusingly similar with, the trademarks and official marks identified in this document without written approval from the University of Guelph. To submit a request, contact the Director of Communications and Public Affairs.
Policies and recommendations contained in this guide apply to all departments and divisions of the University of Guelph and external organizations that are approved users of University trademarks and logotypes. All inquiries should be directed to the Department of Communications and Public Affairs.
University of Guelph Cornerstone and Graphic System
The Cornerstone brand mark, tag line and a new graphic platform were introduced in 2007 to build greater recognition of the University of Guelph’s image as the educational institution that is “Changing Lives, Improving Life.”
This brand statement is a bold call to action, developed in consultation with University staff, faculty, alumni and prospective students. It draws on the strength of the University’s traditional brand image to enhance Guelph’s reputation in today’s marketplace. The competition for students, faculty and staff, as well as donors and research support, is increasing rapidly. The strength of a University’s brand has become more important in the higher-education sector as universities and colleges try to differentiate themselves in a fragmenting market.
During the one-year consultation process, members of the University community and decision-makers throughout Canada said the University of Guelph is “all about life.” What people expect — and what the University of Guelph provides — is leadership in “life matters” ranging from food production to the arts.
The Cornerstone graphic system is intended to deliver that message visually, while creating a positive and memorable image of the University. Because the University’s communication materials are often the first and most frequent contact that people have with the brand, it is important that the brand mark and tag line are used on all marketing material, particularly websites and publications intended for off-campus distribution.
To ensure a successful branding effort, it is important to maintain standards developed for:
- appropriate use of the Cornerstone and tag line;
- proper use of messaging and typography;
- proper storytelling by engaging use of photography;
- proper use of colour and white space.
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Guidelines for Using the Cornerstone and Tag Line
- Use the Cornerstone on all external and internal marketing material; stationery, business cards and other formal documents will continue to use the Identifier (see additional guidelines);
- Do not integrate or combine the Cornerstone with other logos or graphic elements;
- Use the tag line with the Cornerstone as often as possible;
- Do not animate the Cornerstone and tag line;
- Do not print words or images over top of the Cornerstone;
- Do not use the Cornerstone to promote an event or service that is not officially sponsored by the University of Guelph even though that event may be held on campus;
- Do not combine or integrate the Cornerstone with other logos or graphic elements;
- When used on the same page or screen with another U of G logo, separate the images by as much space as possible;
- Always use the master Cornerstone and tag lines provided in this Guide; do not alter the image or distort the relative horizontal and vertical dimensions;
- The positive image of the Cornerstone is the preferred use. It should always appear black with the identifier reversed to white;
- When the Cornerstone is used without the tag line or is placed on a black background, it can also be printed as a negative (black letters on white background);
- Position the Cornerstone parallel to the top of the page or screen; do not rotate;
- The Cornerstone brand mark can bleed off the top or bottom of a page, but must be positioned in from the left or right side a distance equal to 25 per cent of its width (see sample);
- In print, the Cornerstone must be no less than 15 mm square; for digital display, the minimum size is 100 pixels or 35 mm;
- The tag line can be attached above or below the Cornerstone to create a modular logo; the height of the tag line is 50 per cent of the Cornerstone;
- When printing in grey scale, the Cornerstone and tag line are always positive; the tag line is reversed on a 50 per cent black background;
- Acceptable colour variations of the tag line are red, gold, blue or black as specified in the core colour palette.
Messaging and Typography
The fonts used in the communications materials form an integral part of the University’s identity. Consistent use of typefaces improves the effectiveness of University communications and recognition in the marketplace.
- Use Helvetica as the primary typeface for headings, printed communications and core identify implementations;
- Use Bembo as the complimentary typeface for body text;
- For all cross-platform applications such as Websites, PowerPoint and e-mail, use Arial as the default font for Helvetica and Times for Bembo.
University designers are encouraged to make bold use of the various fonts by varying the size and colour of words within a headline to emphasize the key message.
Use of Photography
Photography used in University of Guelph communications should be as bold as the typography. Select images that are expressive, optimistic, inclusive, spontaneous and dynamic. As often as possible, use images that depict real-life situations. Varied crops and details of images will help enhance the story.
A number of copyright-free images are included in the Graphic Standards Guide photo gallery. They are available in various formats for use by University departments and/or off-campus media.
Use of Colour and White Space
A core colour palette has been approved for presentation of the Cornerstone and tag line brand mark. Pantone, CMYK, RGB and Hexadecimal values of the primary colours are provided below. University departments are also encouraged to use these colours frequently in the design of communication materials to ensure a consistent “look” for the University of Guelph brand.
Cornerstone Core Colour Palette:
Pantone (coated paper) — black; red ( 200C ); gold ( 123C or 873C metallic ); blue ( 549C )
Pantone (uncoated paper) — black; red ( 192U ); gold ( 115U ); blue ( 549U )
Process — black ( 0C, 0M, 0Y, 100K ); red ( 0C, 100M, 65Y, 15K ) ; gold ( 0C, 30M, 95Y, 0K ); blue ( 52C, 6M, 0Y, 25K )
RBG Colours — black ( 0.0.0 ): red ( 153.0.0 ); gold ( 255.204.0 ); blue ( 102.153. 204 )
Hexadecimal Colours — black ( #000000 ); red ( #990000 ); gold ( #ffcc00 ); ( #6699cc )
The Cornerstone also serves as a linear measure to aid in the design of communications material. The position of the Cornerstone and tag line determines the division of white space in a layout. The following samples show possible ways the brand mark can be used in a top-of-page orientation and how the white space might be divided.
Putting it Together
The 2007 President’s Report was the first University publication to incorporate the new Cornerstone, tag line and graphic system. Review it as a guideline for how these various elements can be incorporated to produce a dynamic and memorable publication.
For additional information on use of the Cornerstone system, consult the U of G Web Design Guidelines or contact Communications and Public Affairs.
University of Guelph Identifier
The University of Guelph Identifier is the graphic symbol of the University, readily recognizable wherever it is used. A source of pride and an indicator of quality, it represents excellence and the distinctive character of the University of Guelph.
The Identifier is used on all University stationery, business cards, official and ceremonial documents, in printed and in electronic formats. The Identifier should appear within the Cornerstone brand mark on all University-produced marketing material.
Side-by-side, adjacent or contiguous presentation of the Identifier/Cornerstone with the trademark or design mark of a separate entity (outside the University of Guelph community) is not permitted without prior approval from the University of Guelph. To submit a request, contact the Director of Communications and Public Affairs, 519-824-4120, Ext. 56582; e-mail email@example.com.
The University’s Identifier/ Cornerstone is intended as a stand-alone trademark for use by all units within the University. It should take precedence over other logos developed and used by internal campus units. The Cornerstone must be used with consistency and as a component of good design; always maintain the clarity and integrity of the University Identifier.
The University of Guelph Identifier is not available in a French-language version for general use; only Campus d’Alfred has authority to use French spelling.
Guidelines for using the Identifier:
- The Identifier is reserved for official University documents; the Cornerstone should be used on external communications and all marketing material;
- Do not use University trademarks to promote an event or service that is not officially sponsored by the University of Guelph even though that event may be held on campus;
- Do not combine or integrate the Identifier/Cornerstone with other logos or graphic elements;
- Use the artwork provided in this guide;
- When reproducing the Identifier alone, choose the highest resolution appropriate for your use; the minimum size is 2.5 mm for printed material, 80 pixels on the Web;
- Use the Identifier in the proportions given; do not alter the image or distort the relative horizontal and vertical dimensions;
- Position the Identifier parallel to the top of the page or screen; do not rotate;
- Separate the Identifier (on all sides) from text and graphic images by a space equal to or greater than the height of the large U (Include a visual representation);
- Ensure the Identifier is distinctive when printed over photographs or other images;
- Do not animate the Identifier;
- Reproduce the Identifier in a single solid colour;
- Do not use the Identifier as a background for text.
For additional information, consult the U of G Web Design Guidelines or contact Communications and Public Affairs.
University of Guelph Crest
The symbol commonly referred to as the crest is, in fact, a logotype registered under the Canada Trademarks Act. It is used primarily for business cards, citations, certificates and ceremonial occasions. The crest also appears as a watermark on official University of Guelph letterhead.
Because the crest is not generally recognized off campus, it has limited value as a defining image for the University and is not normally appropriate for external audiences.
Guidelines for Using the Crest:
- Position the Crest in a position that is visually subordinate to and widely separated from the University of Guelph Identifier; do not use the Crest with any other logo;
- Do not combine or integrate the Crest with other graphic elements;
- Use the artwork provided in this guide; choose the highest resolution appropriate for your use;
- Use the Crest in the proportions given; do not alter the image or distort the relative horizontal and vertical dimensions;
- To use the Crest without the motto “rerum cognoscere causas,” choose the appropriate image from this guide;
- Position the Crest parallel to the top of the page or screen; do not rotate;
- Do not animate the Crest;
- Reproduce the Crest in a single solid colour; or use the official full-colour image (red/gold/black) provided in this guide;
- Do not use the Crest as a background for text;
- Ensure the Crest is distinctive when printed over photographs or other images.
History of the Crest
The University of Guelph Crest was designed by Eric Arthur and John Hall of the University of Toronto School of Architecture. The three components of the design — the crest, shield and motto — represent the University’s links with the City of Guelph and the University of Toronto (the degree-granting body for Guelph’s founding colleges before the University of Guelph was incorporated in 1964).
The white stallion in the crest links U of G with the House of Hanover’s coat of arms. The name “Guelph” comes from “Welfen,” the family name of the House of Hanover, which intermarried with the English royal line. The three-part shield combines a book (symbolizing learning, the liberal arts and the University of Toronto connection), an astrolabe (symbolizing science) and a cornucopia (a symbol for abundance and agriculture).
The crest and shield are used with or without the motto “rerum cognoscere causas,” a quote from Virgil which means “to learn the meaning of reality.”
Other U of G Logos and Crests
By using the Identifier on all external communications, departments and units across campus contribute to the development of the University of Guelph "brand" as an institution of excellence. Conversely, it is advantageous for individual academic and administrative units to be recognized in association with the central identity of the University.
While many campus units have developed secondary logos for internal (on-campus) use, there are some situations where a historic or secondary logotype may also enhance external marketing objectives. Examples include revenue-generating units and arms-length operations of the University that would benefit from the development of their own "brand," and secondary logos developed to promote a special anniversary year or event, joint academic program or research collaboration.
Departments that wish to use a secondary logo with the Identifier for external distribution should contact Communications and Public Affairs.
Guidelines for internal use of departmental logos and crests:
- Do not use the logo to promote an event or service that is not officially sponsored by the department/unit represented by the logo;
- Use artwork provided in this guide or prepared by a skilled graphic designer; choose the highest resolution appropriate for your use;
- Do not combine or integrate the logo with other graphic elements;
- Use the logo in the proportions given; do not alter the image or distort the relative horizontal and vertical dimensions;
- Position the logo parallel to the top of the page or screen; do not rotate.
- Do not animate or use logos as a background for text;
- Ensure the logo is distinctive when printed over photographs or other images;
- When used on the same page or screen with another logo, separate the two images by as much space as possible;
- Separate the logo (on all sides) from text and other graphic elements by a space equal to its height;
- When the University of Guelph Identifier is used with a secondary logo, follow the guidelines outlined in the section Guidelines for Using the Identifier.
The Gryphon Logotype
The Gryphon is a registered trademark exclusively for promoting University of Guelph athletic and recreation programs. No person and/or organization may use the Gryphon logo or an image confusingly similar to the Gryphon without written approval from the Department of Athletics at the University of Guelph . To submit a request, contact the Department of Athletics or Communications and Public Affairs.The Gryphon logo is the most important product symbol for the Guelph Gryphons and is a prominent part of Gryphon identity and branding in the marketplace. All finished communication materials and products produced by the Department of Athletics must show the Gryphon logo cleanly and plainly. The logo must be integrated into the overall design and function of all communication materials produced by the department, including advertisements, promotions, events and fixtures.
Guidelines for using the Gryphon logotype:
- Do not use the Gryphon to promote an event or service that is not officially sponsored by the University of Guelph 's Department of Athletics;
- The registered trademark symbol must always appear on the Gryphon logo next to the paw on the lower right corner;
- The Gryphon logo must always face to the left (do not flip or rotate) and must appear parallel to the top of the page or screen;
- Use artwork provided in this guide; choose the highest resolution appropriate for your use; minimum size 2.5 mm for print, 81 pixels for web;
- Do not combine or integrate the Gryphon with other logos or graphic elements;
- Use the Gryphon in the proportions given; do not alter the image or distort the relative horizontal and vertical dimensions;
- Do not animate the Gryphon;
- Do not use the Gryphon as a background for text;
- The integrity of the Gryphon must remain intact and distinctive when printed over photographs or other images;
- Separate the Gryphon logo on all sides from text and other graphic elements by a space equal to its height.
Gryphon Logo Colours:
The Department of Athletics uses official University of Guelph colours: black, red and gold.
Incorporating text with the Gryphon logo:
- The Gryphon logo must always appear on a solid background;
- The Gryphon logo must remain separate on all sides from text and other graphic elements by a space equal to its height.
- The Department of Athletics uses Serpentine Medium Bold as its official font. This font must be utilized for all copy and/or text produced within the Department of Athletics and on all communication and marketing materials that use the Gryphon logo. For example, this font must be used if the text “Gryphon Basketball” is to appear on the front of a t-shirt.
Examples of correct logo usage:
The Gryphon logo must always appear with a registered trademark symbol.
When printing/screening in colour, the Gryphon logo must incorporate our three official colours: red, black and gold. If the background is black, the gold outline should be utilized. If the background is light in colour, a black outlined logo should be used. The body of the Gryphon must always remain red.
If one colour is the only option, either the black or gold logo should be utilized. If the background is black, the gold outline should be utilized. If the background is light in colour, the black outlined logo should be used.
Note: T-shirts body colours can only be red, yellow, black or white. When doing a one-colour screen, preference should be given to a red body colour t-shirt with the gold outlined logo as shown above.
University of Guelph Colours
The University's official colours are black, red and gold, with blue added as an element of the Cornerstone graphic system.
- Pantone (coated paper) — black; red ( 200C ); gold ( 123C or 873C metallic ); blue ( 549C )
- Pantone (uncoated paper) — black; red ( 192U ); gold ( 115U ); blue ( 549U )
- Process — black ( 0C, 0M, 0Y, 100K ); red ( 0C, 100M, 65Y, 15K ) ; gold ( 0C, 30M, 95Y,
- 0K ); blue ( 52C, 6M, 0Y, 25K )
- RBG Colours — black ( 0.0.0 ): red ( 153.0.0 ); gold ( 255.204.0 ); blue ( 102.153. 204.0 )
- Hexadecimal Colours — black ( #000000 ); red ( #990000 ); gold ( #ffcc00 ); ( #6699cc )
University of Guelph Stationery
The University of Guelph has established a standard format for business cards and stationery to present a consistent University identity. University Design and Print holds the contract for producing official stationery and business cards. Contact them at Ext. 53496 or firstname.lastname@example.org.
Unusual or special requests for stationery must have written approval from Communications & Public Affairs.
may not be reproduced or expropriated in whole, in part, or in any other manner without written consent from the University; contact Communications and Public Affairs, Ext. 56582; e-mail email@example.com.
Portraying the quality and distinctiveness of the University of Guelph should be a priority of all University communications material. Accuracy, good visual design, inclusive language and a consistent message are the hallmarks of an effective marketing program. Some general guidelines are provided below for University departments relying on their own staff and/or employing external designers and communications professionals. Additional consultation on writing, design and photography is available from Communications and Public Affairs.
Copyright and Legal Issues
As a general rule, copyrighted material such as photos and text may not be taken from one source and used in another without written permission from the owner of the material. University of Guelph employees who produce websites, publications and other communications material on behalf of the University are responsible for securing the appropriate approvals — including copyright — for all logos, images, artwork and text.
In turn, the logos, images, photos and text that appear in University of Guelph communications material may not be reproduced or expropriated in whole, in part, or in any other manner without written consent from the University; contact Communications and Public Affairs.
To ensure broad accessibility to University of Guelph communications, all major publications, announcements, official documents and public relations material are posted on the University website, www.uoguelph.ca. For more information on website accessibility for persons with disabilities, consult the U of G accessibility resources.
On-campus resources include the Library Centre for Students with Disabilities (LCSD), which offers a range of services and adaptive software that enable students with disabilities to access Library as well as other information resources. The following adaptive software is installed on the Centre's computers:
- Kurzweil 3000 Scan and Read — a program that scans text and reads it back to you,
- Dragon Naturally Speaking, Preferred — a program which enables you to create written documents using dictation,
- TextHELP! Read & Write — a support program for people who experience difficulty reading, spelling and writing,
- Inspiration 5 Professional — a program that enables you to organize your written work using visual images,
- Zoomtext Extra! — a screen magnifying and reading program
- Jaws 3.3 — a screen-reading program that operates in all Windows applications.
Use of the Cornerstone/Identifier on the World Wide Web is restricted to University of Guelph departments and approved external organizations. Detailed design information is available in U of G Web Design Guidelines, but the following are general guidelines for Web sites:
- The Cornerstone must be used on the University of Guelph homepage and all official University Web sites. See U of G Web Design Guidelines for clarification;
- Position the Cornerstone in the upper left corner of each Web page, parallel to the top of the screen; minimum size 100 pixels;
- Refer to Guidelines for Using the Cornerstone for information regarding appropriate presentation of the Cornerstone, Crest and other U of G logotypes;
- When used on the same Web page with other logos, separate the images by as much space as possible and include text that clearly articulates the relationship between the organizations represented, i.e. co-sponsors, joint academic partners, research collaborators;
- Use the artwork provided in this guide; alterations to these images are not permitted;
- Specially designed Web images and icons used to represent University of Guelph department, units and programs must be approved by Communications and Public Affairs;
- Web designers are responsible for ensuring the appropriate approvals – including copyright – are received for all logos, images and artwork used in University of Guelph Web sites.
The Cornerstone should be used on all publications that promote and/or represent University of Guelph programs and services. Design assistance is available by contacting Communications & Public Affairs or University Design and Print, but the following are general design guidelines and tips:
- The Cornerstone should be a key element in the cover design of all material intended for external audiences that may not be familiar with the University;
- Posters and display materials should include the Cornerstone in a highly visible position;
- On internal or alumni newsletters that have a recognizable flag or masthead, the Cornerstone should appear in a prominent location;
- Laboratory manuals, reports and course outlines should display the Cornerstone or Identifier on the outside front cover (Template);
- It is recommended that the Helvetica be used as the primary typeface for headings in printed communications and core identify implementations; Use Bembo as the complimentary typeface for body text; For all cross-platform applications such as Websites, PowerPoint and e-mail, use Arial as the default font for Helvetica and Times for Bembo;
- Use images and artwork provided in U of G Trademarks and Logotypes and U of G Photos to achieve high quality results;
- Publications that will be mailed off campus must adhere to Canada Post regulations. For information, contact Mail Services.
For clarification in other situations, refer to Guidelines for Using the Cornerstone, or contact Communications & Public Affairs.
Certificates and Citations
Certificates and citations presented by University of Guelph departments/units must include the Identifier. When also using the Crest and/or secondary logos, refer to Guidelines for Using the Identifier.
The University's Physical Resources Directorate follows the guidelines in this Graphic Standards Guide when producing and installing signs on campus. If you need information on signage, contact Physical Resources.
All advertisements on behalf of the University of Guelph should include the Identifier in a prominent position. Refer to Guidelines for Using the Identifier.
University of Guelph trademarks and logotypes can not be used on retail products, i.e., clothing and memorabilia promoting the University and/or products developed with University research support, without prior written consent from the University of Guelph. Inquiries should be directed to Communications and Public Affairs.
Trademarks and Logotypes
U of G Identifier & Cornerstone
Alfred Identifier & Cornerstone
Kemptville Identifier & Cornerstone
Ridgetown Identifier & Cornerstone
U of G Alumni Association
U of G Crest
College of Arts
CME (in progress)
CSAHS (in progress)
For official documents, the University of Guelph uses the Funk & Wagnalls New Canadian College Dictionary and The Globe and Mail Style Book.
Chuck Cunningham, Director
Stacey Morrison, Manager of Publications
Stuart Robertson, Web Manager
Ryan Solomon, Manager
Chris Boyadjian, Senior Designer
University Design and Print
Level 0 University Centre
University of Guelph
Guelph, ON N1G 2W1
Tel 519-824-4120, Ext. 53496
Kevin Ecott, Superviser
Level 0 University Centre
University of Guelph
Guelph, ON N1G 2W1
Tel 519-824-4120, Ext. 52264
Rob Vanderspek, Director
Design, Engineering and Construction
J.C. Hersey Building
University of Guelph
Guelph, ON N1G 2W1
Tel 519-824-4120, Ext. 52014