SIMON FRASER UNIVERSITY
BRAND GUIDELINES
MAY VERSION 2
CONTENTS
1.0 INTRODUCTION
4.0 TYPOGRAPHY
9.0 LITERATURE EXAMPLES
1.1 The SFU brand
2
4.1 Brand Typography
20
1.2 Using this document
3
4.2 Common-use Typography
21
2.0 COAT OF ARMS
2.1 Usage
5
5.1 Primary Colours
23
6.0 NOMENCLATURE & SUB-BRANDS
6.1 Nomenclature Anatomy
25
3.1.1 SFU Logo Block
8
6.2 Nomenclature Units
26
3.1.2 SFU Wordmark
9
27
6.2.1 Vertical Nomenclature Units
39
40
9.2 Print Collateral
7
3.1.3 SFU Tagline
9.1.1 Business Cards
5.0 COLOUR PALETTE
3.0 UNIVERSITY MASTER BRAND
3.1 Brand Composition
9.1 Stationery
10
6.3 Nomenclature Incorrect Use
28
3.2 Logo Lockups
11
6.4 Brand Extension
29
3.3 Brand Grid
12
3.4 Logo Colours
13
7.0 PARTNERSHIPS & CO-BRANDING
3.4.1 Colour Variations
14
7.1 Partnerships
32
3.5 Logo Block Edge Alignment
15
7.2 Co-branding In Use
33
3.6 Minimum Size
16
3.7 Clear Space
17
3.8 Best Practice
18
8.0 SOCIAL MEDIA
8.1 Social Logo Blocks
35
8.2 Social Channels
36
8.3 Channels In-use
37
Flyer – Horizontal Logo Lockup
41
Flyer – Veritcal Logo Lockup
42
Letter – Horizontal Logo Lockup
43
Letter – Veritcal Logo Lockup
44
9.3 Digital/Print
45
9.4 Type System
47
9.5 Type Examples
49
10.0 MERCHANDISE & SIGNAGE
10.1 S
pecial Logo Applications
51
52
10.1.1 Signage Backgrounds
10.2 Merchandise Minimum Size & Clear Space
53
10.3 Signage Examples
54
10.4 Mechandise Examples
55
10.5 Livery
56
1.0 INTRODUCTION
2 SFU BRAND GUIDELINES INTRODUCTION
1.1 THE SFU BRAND
A BRIEF HISTORY OF THE BRAND
HOW THE SFU BRAND HAS EVOLVED
BRAND MESSAGING
With the opening of SFU’s Harbour Centre facility
in 1989 came a standardized identity created for
the downtown campus. Although it was generally
maintained, sub-brands emerged over time. In the
face of increasing competition in the late 1990s,
concerns about brand coherence became more pressing.
In November 2006, SFU’s Board of Governors
approved a motion to adopt the new brand identity
and standards.
The University’s vision is “To be the leading engaged
University defined by its dynamic integration of
innovative education, cutting-edge research, and
far-reaching community engagement.”
With a growing community and opportunities to
communicate, a quest to define the University’s
identity began in 2006.
In 2007, we offered a context and practical tools that
made it possible for everyone in the SFU community
to express our University’s visual identity—clearly
and consistently.
The University’s visual identity has continued to
evolve to help strengthen and reflect the brand of the
Simon Fraser University.
The University Branding Requirements stem from a
resolution passed by the SFU Board of Governors in
November 2006. It reads: “That the Board of
Governors of Simon Fraser University approve the
wordmark and brand developed by Karo Design as
the University standard and that all University
communications must meet the requirements of the
Simon Fraser University Graphic Standards manual.”
In February 2011, President Andrew Petter launched
envision>SFU, a broad-reaching campaign to
involve the public in shaping the University’s future.
The year-long process engaged students, staff and
faculty—and many thousands more alumni, friends
and supporters—to identify the core strengths for
building SFU’s future.
What emerged was a vision of SFU as the engaged
University committed to engaging students, research
and communities. With the development of a new
strategic vision, SFU announced in February 2012
a new brand tagline:
ENGAGING THE WORLD
Support of SFU’s vision and enhancing its brand and
leadership position will be the focus of the
Communications & Marketing plan.
Consistent and recognizable visual identity in all our
communications, external and internal, is essential.
That includes using only the standard SFU design
elements and the official colour palette, and adhering
fully to the SFU Branding Requirements in all uses.
3 SFU BRAND GUIDELINES INTRODUCTION
1.2 USING THIS DOCUMENT
WHY A BRAND?
GRAPHIC STANDARDS
SFU’s organizational units are diverse and distinctive,
yet they are all part of an institution with shared values
and a common purpose. Every time members of SFU
communicate with the public, they influence our
reputation and shape our brand. The tools we use—
stationery, business cards, advertisements, signs,
publications, newsletters, web sites, presentations—
all contribute to the character of not just the individual
or organizational unit, but also the entire University.
Communicating our brand unity strengthens our
individual messages and SFU as a whole.
Graphic Standards provide a system to visually connect
communications and messages to SFU’s brand essence.
It covers complete rules for core elements, such as
stationery for business communication, with recommendations for broader use in creative communications.
Standards for web applications address issues related to
top-level navigation and page structure.
SFU’s logo, wordmark and coats of arms are protected
by copyright and may not be used without written
permission of the University. All brand questions can
be directed to sfu-brand@sfu.ca.
Jim Rimmer, a leading Canadian typeface designer,
created the SFU wordmark in 2006. The new
brand’s three elements—a red logo block with the
university’s initials in white, SFU’s full name word
mark, and the tag line “Engaging the World”—were
developed in collaboration with brand consultant
Karo Design.
The wordmark is embedded in the SFU logo and
templates to ensure common usage. The University’s
coat of arms (the crest) is restricted to limited formal
use (see section 2.1).
Use of the Brand Guidelines is the responsibility
of all members of the SFU community. Regular
updates and implementation are overseen by the
Communications & Marketing division. Contact
sfu-brand@sfu.ca with any questions about Graphic
Standards.
2.0 COAT OF ARMS
5 SFU BRAND GUIDELINES COAT OF ARMS
2.1 USAGE
The University’s coat of arms (sometimes called the
crest) is restricted to limited formal use.
The coat of arms, granted to SFU in 2007, is limited to
specific formal uses: degree and certificate parchments,
and their frames and folders; a special line of high-end
commemorative gifts from the SFU Bookstore; and
formal communications of the President, Senate,
Chancellor and the Board of Governors. No other
version of the coat of arms may be used. The coat of
arms and crest colours are protected by copyright.
Use of the coat of arms must always be approved
by SFU’s Communications & Marketing and
VP Legal Affairs. Contact: sfu-brand@sfu.ca.
SFU COAT OF ARMS
3.0UNIVERSITY
MASTER BRAND
7 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.1 BRAND COMPOSITION
SFU LOGO BLOCK
WORDMARK
TAGLINE
8 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.1.1 SFU LOGO BLOCK
The SFU Logo Block is the primary visual element
for Simon Fraser University. The block should appear
on all collateral which serves to communicate the
University’s schools, administration and services.
On its own, the block should only appear in limited
usage, such as below half an inch in width or with
nomenclature applications (see section 6).
With external communications, the SFU logo
block should appear complete with the other brand
composition elements, which include the wordmark
and tagline.
Depending on the purpose of the collateral there are
lockup options available. These guidelines will assist
with selecting the appropriate version.
THE SFU LOGO BLOCK
9 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.1.2 SFU WORDMARK
The SFU Wordmark communicates the full name of
the University. It should be used in conjunction with
the other brand elements.
HORIZONTAL WORDMARK
STACKED WORDMARK
10 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.1.3 SFU TAGLINE
The “Engaging the World” tagline is primarily used
as a lockup within the University master brand (see
section 3.3).
It can be used in other functional ways to deliver the
message to audiences—as a design element which
visually aligns with the branding, a headline for
making a bold impact, or as a watermark element in
conjunction with photography.
Removing the tagline from the master brand lockup
in external advertising should be approved by
sfu-brand@sfu.ca.
TAGLINE
11 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.2 LOGO LOCKUPS
There are two primary master brand lockups that are
available: horizontal and vertical stacked.
These two configurations can serve to deliver all
communications of the University and should be
reproduced as shown here.
HORIZONTAL
The horizontal version of the SFU brand has largely
remained the same with updated wordmark and
tagline for optimal legibility across all media. This
version is recommended for use on horizontal or
landscape formats.
HORIZONTAL WITH TAGLINE
VERTICAL STACKED
The stacked version should only be used on narrow
or vertical formats whereby the horizontal version
would be reduced too small for effective brand
communication, such as vertical ads, flyers or
standing/drop banners.
VERTICAL
STACKED
WITH TAGLINE
12 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.3 BRAND GRID
The SFU master brand is built using a grid which helps
to bring structure and flexibilty to the logo lockups.
The logo block is built from a 4x8 grid. Spacing
between the logo block and the wordmark is
determined by one grid cell and positioned
within the lower two grid cells.
See the examples shown here for how the grid is
used to construct the master brand. The grid helps
to give precise measurements to specifications such
as minimum size, clear space and page grids.
13 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.4 LOGO COLOURS
SFU’s traditional colours have always been red and
blue. Numerous variations of these colours have been
reproduced inconsistently, resulting in diminished
recognition of the SFU brand. Using the colours
defined in these guidelines will ensure SFU’s identity
is consistent.
There are four primary colours in the SFU master
brand (see section 5, Colour Palette). SFU Red
(Pantone 187) and SFU Black (Pantone 425) are the
logo colours and should always be reproduced using
the values shown here, depending on the media.
Please contact docsol@sfu.ca for accurate colour
matching. Document Solutions can also provide a
swatch card. Always insist on accurate colour, as
poorly matched colours will weaken impact, and
reduce the effectiveness of the brand.
SFU RED
SFU BLACK
WHITE
SPOT
Pantone® 187
SPOT
Pantone® 425
SPOT
White
CMYK ‡
C: 7
M: 100
Y: 82
RGB
R: 166
G: 25
B: 46
HTML
#A6192E
K: 26
CMYK ‡
C: 48
M: 29
Y: 26
RGB
R: 84
G: 88
B: 90
HTML
#54585A
K: 76
CMYK
C: 0
M: 0
Y: 0
RGB
R: 255
G: 255
B: 255
HTML
#FFFFFF
K: 0
14 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.4.1 COLOUR VARIATIONS
SFU’s master brand can be reproduced in full colour or
single colour depending on the limitations of the media.
Whenever possible, the logo should be used in its red
version and may also appear reversed white on a solid
SFU Red background. When colour is restricted, the
black and white version can be used in both positive
and reversed options—note that the back and white
versions should show white “SFU” type within the
block and black “SFU” type on the white block;
the type should not cut through to the background.
The logo should never be reproduced in any other
colour unless a third party is limited to reproducing
the logo in a specific single colour as part of a
sponsorship/co-branding lockup—it is recommended
in this scenario that the reversed logo be used.
Avoid using the logo over busy images, textures or
shades of solid colours.
GRAYSCALE BACKGROUNDS
In newspaper ads, low-budget printing, and originals
for photocopying, the design may be restricted to the
use of black and white or grayscale. In these conditions
the preferred treatment of the logo is black against
white, to provide maximum contrast. It’s also acceptable
to reverse the logo to white against a black background.
Against grayscale backgrounds of values 40% black
or lighter use the logo in solid black. Reverse the
logo to white for backgrounds 50% black or darker.
Note the “SFU” type fill within the logo blocks.
Choose the design that provides maximum contrast.
GRAYSCALE BACKGROUNDS
40% black
50% black
15 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.5 LOGO BLOCK EDGE ALIGNMENT
In various designs the SFU logo can be set at the top
edge, or the left edge of a page. In these situations the
logo block should remain anchored in this position for
digital usage, or bleed should be added to print material.
Note that with a top bleed, both the horizontal or
vertical stack logo versions can be used; however,
with a left page bleed only the horizontal logo
version can be used.
LOGO BLOCK
PAGE EDGE
LOGO BLOCK
PAGE EDGE
NOTE
If creating production material for suppliers or publications,
additional block bleed may need to be added to the
height or width to ensure proper trimming. Consult their
specifications for this amount.
16 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.6 MINIMUM SIZE
To protect the integrity, legibility and impact of the
SFU visual identity, the SFU logo block must never
be reproduced in sizes smaller than those shown on
this page.
PRINT
>¾"
>¾"
For print applications of the primary logos, do not
use the block at sizes smaller than 0.75" in width.
Any further reductions would impair its legibility
and visual impact.
For online application of logo lockups, the block
width should be no smaller than 80 pixels. The SFU
logo block can be set as a branding element on its
own in limited use at a minimum width of 50 pixels.
ONLINE
>80px
>50px
17 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.7 CLEAR SPACE
PRINT
X
X
To achieve maximum impact, the SFU logo should be
allowed sufficient clear space to isolate it from other
elements such as typography, rules, pictures, etc.
X
Defined as X
The clear space is determined by the half the block
height and will therefore be relative to the size of
the logo used. This unit of measurement provides a
perimeter of clear space around the logo and tagline.
X
X
X
For online purposes, the clear space is determined by
half the print clear space or 1 grid cell (see section 3.3).
X
X
X
X
X
X
ONLINE
½X
½X
½X
X
½X
½X
½X
½X
½X
½X
½X
X
½X
½X
18 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
3.8 BEST PRACTICE
LOGO DON'TS
Examples shown are some common mistakes made when using
the master brand—ensure these guidelines are followed accurately.
All examples shown apply to both logo lockup configurations.
LOGO DOS
Do not change the logo colours or tint the logo under any circumstance.
Use the positive logos only on white or off-white coloured paper.
Do not alter the composition.
Use black, white, or red SFU logo block with matching colour wordmark
on textured backgrounds. Do not use transparent logo block text (SFU)
on textured backgrounds.
Do not apply special effects such
as drop shadows or embossing.
Do not create new logo lockups—section 6 is dedicated to nomenclature
& sub-brands.
Do not rotate, skew or distort the
logo in any way.
SIMON FRASER UNIVERSITY
E n g a g i n g t h e Wo r l d
Use reversed logo with transparent SFU letters on solid background
colour, in black or white.
Do not recreate the logo in any way or alter the official typefaces used in the brand composition.
4.0TYPOGRAPHY
20 SFU BRAND GUIDELINES TYPOGRAPHY
4.1 BRAND TYPOGRAPHY
The two official fonts used in the SFU identity are
DIN and Bembo.
DIN is known for its versatility and legible straightforward style. Its ease of use across all communication
platforms make it an excellent sans-serif to
compliment the serif Bembo.
Bembo is known for its conservative dependability
in regular and heavy weights as well as its graceful
stability in lighter weights. It is also one of SFU’s
original fonts with a strong connection to the
University’s historical roots.
The SFU master brand is a custom design and should
be treated as artwork. Do not attempt to recreate the
logo with any fonts.
DIN PRO / DIN NEXT PRO
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
BEMBO
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
21 SFU BRAND GUIDELINES TYPOGRAPHY
4.2 COMMON-USE TYPOGRAPHY
Please note that the use of DIN and Bembo fonts
is limited by the number of font licenses.
Use Times New Roman in place of Bembo
for everyday business and digital use, such as letters,
memorandums and websites, and use DIN caps for
headings.
Print templates with DIN and Bembo fonts will be
available through Document Solutions. DIN is
available as a digital download on the SFU Common
Look and Feel website: http://www.sfu.ca/clf
DIGITAL FONTS
DIN Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
DIN Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
DIN Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Times New Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
Times New Roman Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
5.0COLOUR PALETTE
23 SFU BRAND GUIDELINES COLOUR PALETTE
5.1 PRIMARY COLOURS
There are four primary colours in SFU’s master brand:
SFU Red (Pantone 187), SFU Black (Pantone 425),
SFU Blue (Pantone 7705) and SFU Gold (Pantone
7753). These are the master brand’s primary colours
and should always be reproduced using the values
shown here, depending on the media. SFU Gold
also has a secondary Pantone value for a metalic
gold (Pantone 8644) which may be used in special
circumstances such as offical or formal print collateral.
Please contact docsol@sfu.ca for accurate colour
matching. Document Solutions can also provide a
swatch card printed on different paper stock for
reference. Always insist on accurate colour, as poorly
matched colours will weaken impact, and reduce the
effectiveness of the brand.
NOTE
Metallic SFU Gold (Pantone® 8644) is used only on some
official documents and can only be reproduced as a spot
colour—Pantone® 7753 is used in all other instances.
‡ CMYK values conform to ISO printing standards.
SFU RED
SFU BLACK
WHITE
SPOT
Pantone® 187 C
SPOT
Pantone® 425 C
SPOT
White
CMYK ‡
C: 7
M: 100
Y: 82
RGB
R: 166
G: 25
B: 46
K: 26
CMYK ‡
C: 48
M: 29
Y: 26
RGB
R: 84
G: 88
B: 90
K: 76
HTML
#A6192E
HTML
#54585A
SFU BLUE
SFU GOLD
SPOT
Pantone® 7705 C
SPOT
Pantone® 7753 C / Pantone® 8644 C
CMYK ‡
C: 100
M: 13
Y: 5
RGB
R: 0
G: 112
B: 150
HTML
#007096
K: 41
M: 0
Y: 0
RGB
R: 255
G: 255
B: 255
HTML
#FFFFFF
CMYK ‡
C: 0
M: 17
Y: 94
RGB
R: 193
G: 160
B: 30
HTML
#C1A01E
CMYK ‡
C: 0
K: 27
K: 0
6.0NOMENCLATURE
& SUB-BRANDS
25 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.1 NOMENCLATURE ANATOMY
A naming system has been developed to provide a
strong branding image for SFU’s unit designations.
Shown here is the anatomy of the nomenclature
lockup for typesetting in relation to the SFU logo
block. The point sizes specified are relative to a logo
block width of 1 inch.
The “Parent name” should always be set on two lines
starting in the same position as the wordmark—always
set in DIN Next Bold all-caps with 120% leading.
STANDARD NOMENCLATURE
Master brand logo block
Sub-divider
½X
NOMENCL AT URE
PA RENT N A ME
The “Child name” is used in circumstances whereby
the “Parent name” serves as an overarching unit for
specific programs or awards—it is always separated
by 0.75pt SFU Red vertical rule set to the lower half
block height (X) and appears on two lines, broken to
balance as evenly as possible. It is meant to be a
supporting line of text and is set in DIN Next
Regular all-caps.
PARENT NAME
CHILD NAME
Font
DIN Next Pro
Font
DIN Next Pro
Weight
Bold (Caps)
Weight
Regular (Caps)
Size
9.5 pt
Size
9.5 pt
Leading
11.4 pt
Leading
11.4 pt
Tracking
95
Tracking 95
Spacing
½X left of or
below block
Spacing
X right of
Parent name
Align
Block baseline
or left of block
Align
Block baseline
DO NOT attempt to recreate or tamper with the
lockup. DO NOT change the typefaces shown here.
Contact sfu-brand@sfu.ca to obtain your logo.
½X ½X
SUB -DI V ISION
OR PROGR AM
Parent (unit) name
Child name
VERTICAL STACKED
NOMENCLATURE
Special use vertical
nomenclature only.
Allows a Parent name
to run over three lines
and scale to fit width.
NOMENCL AT URE
PA RENT N A ME
W ITHOU T CHILD
½X
26 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.2 NOMENCLATURE UNITS
All categories such as faculties, departments, schools,
offices, programs, administration, and other associations
are designated as units and let users know that logos
can be extended to express parent-child relationships.
“Parent names” and “Child names” are used to refer
to the context in which these relationships occur.
FACULTIES
FAC U LT Y O F
H E A LT H S C I E N C E S
FAC U LT Y O F A R T S
AND SOCIAL SCIENCES
FAC U LT Y O F C O M M U N I C AT I O N ,
A R T A N D T EC H N O L O GY
D E PA R T M E N T
O F H I S T O RY
D E PA R T M E N T O F
BIOLOGICAL SCIENCES
D E PA R T M E N T O F
F I R S T N AT I O N S S T U D I E S
S C H O O L FO R T H E
C O N T E M P O R A RY A R T S
D E PA R T M E N T
OF FINANCE
OFFICE OF
I N D I G E N O US E D U C AT I O N
DEPARTMENTS
SCHOOLS/OFFICES
PROGRAMS
CONTINUING
STUDIES
D E PA R T M E N T
OF HUMANITIES
EN GL I SH L A N GUAGE
& C ULT URE P R O GR A M
C E N T R E FO R
D I A L O GU E
A SI A- C A N A DA
P R O GR A M
D E PA R T M E N T
OF ENGLISH
SE ME S T E R
IN D I A L O GU E
P R IN T C ULT UR E
P R O GR A M
27 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.2.1 VERTICAL NOMENCLATURE UNITS
All unit designations such as faculties, departments,
schools, offices, programs, administration, and other
associations can be represented as logos in a vertical
configuration. “Parent name” is the only permitted
designation in this setup due to the special use and
limitations imposed on it. The vertical stacked
nomenclature version is predominently used for
signage purposes or other exceptional circumstances.
The “Parent name” is also allowed to scale in size
from 75% to 150% of the standard size shown. The
½X space between the logo block and the unit name
must be maintained to ensure consistency.
FACULTIES
FAC U LT Y O F
H E A LT H S C I E N C E S
FAC U LT Y O F A R T S
AND SOCIAL SCIENCES
FAC U LT Y O F C O M M U N I C AT I O N ,
A R T A N D T EC H N O L O GY
D E PA R T M E N T
O F H I S T O RY
D E PA R T M E N T O F
BIOLOGICAL SCIENCES
D E PA R T M E N T O F
F I R S T N AT I O N S S T U D I E S
S C H O O L FO R T H E
C O N T E M P O R A RY A R T S
D E PA R T M E N T
OF FINANCE
OFFICE OF
I N D I G E N O US E D U C AT I O N
DEPARTMENTS
SCHOOLS/OFFICES
28 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.3 NOMENCLATURE INCORRECT USE
Core and non-core unit parent should not have more
than one child associations except in the cases of
co-branding. For example, if we would like to
have a logo for the Print Culture Program in the
Department of English, Department of English would
have to be the parent and Print Culture Program
would have to be the child.
DON’TS
FAC U LT Y O F A R T S
AND SOCIAL SCIENCES
Parent/Child relationships should always be one generation removed, not more.
The Print Culture Program is directly under the Department of English.
S US TA I N A B I L I T Y
A DV I S O RY C O M M I T T E E
M E E T I N G, E V E N T A N D
CONFERENCE SERVICE
P R IN T C U LT U R E
P R O GR A M
VA N C O U V E R
C A N A DA
Do not use locations as part of the logos; this information should be
displayed elsewhere on printed material.
ALUMNI
A S S O C I AT I O N
AC T IN G IN O U R
C O MM U NI T Y
S TAY
C O N N EC T E D
Do not create taglines as part of any logos—keep the logos simple.
Do not create taglines as part of any logos—keep the logos simple.
CONTINUING
STUDIES
CONTINUING
STUDIES
EN GL I SH L A N UAGE &
C ULT URE P R O GR A M
Special use vertical stacked nomenclature should never incorporate the child name
into the logo. Only use the parent name on its own in this configuration.
EN GL I SH L A N UAGE &
C U LT U R E P R O GR A M
CONTINUING
STUDIES
E N GL I SH L A N UAGE &
C ULT UR E P R O GR A M
29 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.4 BRAND EXTENSION
A number of signature initiatives at SFU have their
own logos and visual identity. To maintain the equity
of these SFU-wide program logos, while
strengthening the connection to the SFU logo and
identity, the following brand extensions are now in
place. Consumer research has shown that connection
to the parent or institutional brand increases levels of
awareness, familiarity and favorability, and this is
consistent for SFU. The logo lock-ups provide for a
strong and consistent link to SFU while maintaining
the unique appeal of the specific initiative or program.
SFU’S POWER OF ENGAGEMENT CAMPAIGN
SFU GALLERIES
launched in conjunction of the 50th anniversary of
SFU, this first for SFU will raise $250 million for
programs that will engage students, increase research
capacity and contribute to the social, economic,
environmental and cultural well-being of our
communities. All campaign materials incorporate
the logo for this key initiative.
SFU’s art galleries are dynamic centres for the
presentation and interrogation of art practices and ideas.
The University Art Collection includes, in its holdings
of over 5,500 works, significant regional and national
art works spanning the last century.
SFU WOODWARD’S
To support consistency and prominence of the SFU
logo and mitigate brand diffusion, additional subbrands will be developed on a case-by-case basis.
Questions should be directed to sfu-brand@sfu.ca.
SFU Woodward’s imparted its own heritage upon
the new downtown campus with an emphasis on the
arts. Tailored to its art and culture oriented audience,
the logo is used on all SFU Woodward’s eventspecific materials.
SFU 50TH ANNIVERSARY
SFU PUBLIC SQUARE
For SFU’s 50th anniversary milestone in 2015, the
institutional logo has been adapted with a wordmark
that will be applied to all materials beginning in 2015.
This adapted logo will be part of anniversary
communications and marketing as well as select
promotional merchandise. In addition, Document
Solutions will adapt current printing to reflect this
logo for the 2015/16 timeframe.
SFU Public Square, a signature initiative designed
to spark, nurture and restore community
connections, establishes Simon Fraser University
as the go-to convener of serious and productive
conversations about issues of public concern.
A marketing plan to support the 50th anniversary
will be in effect early in 2015. This plan will include
an online toolkit for use by the internal SFU
community including how-to guides and easy-to-use
templates for the range of faculty and unit-led
activities in support of SFU’s 50th.
SFU ATHLETICS CLAN
Since its inception in 1965, the SFU Clan Athletics
program has excelled in both the NAIA and CIS, and
now as the first Canadian University in the NCAA.
The clan brand is synonymous with building the
consummate student-athlete and appears on all sports
team promotional materials.
THE POWER OF ENGAGEMENT
SFU
30 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
6.4 BRAND EXTENSION
Brand extensions are further enhanced when associated
with the master brand, as in the examples represented
here. Always lock up logos using the spacing rules
represented here.
SFU’s Communications & Marketing will provide
guidance, support and direction on usage of brand
extensions for signature University initiatives—from
creative development to implementation.
X
X
X
X
SFU
X
X
7.0PARTNERSHIPS
& CO-BRANDING
32 SFU BRAND GUIDELINES UNIVERSITY MASTER BRAND
7.1 PARTNERSHIPS
With partnerships where the SFU master brand is
used to show co-branding, care should be taken to
use the correct logo version and scale relative to
other logos—in these situations the vertical stacked
logo should be used.
The divider length and overall partner logo heights
are based on the logo height measurement. Other
logos should align vertically to the centre or the
baseline of the master brand and scaled to a similar
optical size. Logo spacing should respect the brand’s
clear space using a divider line to separate the various
partner logos as shown here.
Reversed or one-colour logo versions may be used
on contrasting backgrounds depending on the
available print colours. When SFU is the primary
partner, the SFU master brand should be shown in
full colour, followed by black and white logos of
other partners.
SFU PARTNERSHIPS
X
X
X
X
X
X
UNIT PARTNERSHIPS
FACULT Y OF A R T S
A ND SOCI A L SCIENCE S
½X
BEEDIE SCHOOL
OF BUSINE S S
½X ½X
FACULT Y OF COMMUNICAT ION,
A R T A ND T ECHNOLOGY
½X ½X
33 SFU BRAND GUIDELINES NOMENCLATURE & SUB-BRANDS
7.2 CO-BRANDING IN USE
Partnership co-branding requires logos to be locked
up as part of a group event or sponsorship. Whether
using the master brand or unit branding, lock up
logos using the spacing rules from section 7.1.
When unit partnerships require external organization
logos, all units must be listed first extending from the
SFU logo block. Then any external partner logos may
follow accordingly.
SFU PARTNERSHIPS OPTIONS
UNIT PARTNERSHIPS WITH EXTERNAL ORGANIZATIONS
FACULT Y OF A R T S
A ND S OCI A L S CIENCE S
BEEDIE S CHOOL
OF BUSINE S S
All logos should be weighted evenly and colours would
ideally be restricted to single colour versions. We
recommend white-only for reversed.
8.0SOCIAL MEDIA
35 SFU BRAND GUIDELINES SOCIAL MEDIA
8.1 SOCIAL LOGO BLOCKS
Social media has different requirements and
expectations of branding; therefore, we have
acknowledged that new sets of brand assets are
needed to communicate our message.
STANDARD SOCIAL LOGO BLOCK WITH CLEAR SPACE
¼X
¼X
¼X
STANDARD SOCIAL LOGO BLOCK
X
The SFU logo block is utilized predominently
with school or faculty names set below or in
some cases, hashtags and URLs.
Defined as
X
The logo block is used to determine the clear
space, which is ½ of a grid cell.
¼X
SQUARE SOCIAL LOGO BLOCK
The square social logo block is derived from the
standard logo block with a reconfiguration of
the brand grid into a 6x6 square.
This version is used where social networks utilize
the square avatar or “app” icon and works in
much the same way the standard logo block.
The clear space is determined by the same unit of
measurement as the standard social logo block.
Please use clear space around all social media
logos to ensure that the logo remains intact from
additional icon formatting such as rounded
corners, drop shadows, etc.
SQUARE SOCIAL LOGO BLOCK WITH CLEAR SPACE
¼X
¼X
¼X
2X
Defined as
X
¼X
36 SFU BRAND GUIDELINES SOCIAL MEDIA
8.2 SOCIAL CHANNELS
SINGLE-WORD CHANNELS
¼X
SFU’s various schools, faculties, associations and
alumni groups have created “channels” on social
media networks, which add another layer of
integration for the brand.
These channel lockups use the same format as the
Square Social Logo Block, but place the standard
logo block in the top half.
Maintain a ¼X clear space below the logo block and
the bottom of the frame and insert channel name into
the available space.
Channel names can appear as single or multi-line
names which are left aligned and vertically centred
within the space. Two-line and three-line names must
maintain a 90% leading (line spacing) of the typeface,
which is set in DIN Next Medium Condensed.
Type may be scaled proportionally to allow fitting
between either the vertical or horizontal clear space.
Channel names must always appear in SFU Black.
Contact sfu-brand@sfu.ca to obtain your social
media icons.
¼X
¼X
¼X
¼X
ALUMNI
TWO-WORD CHANNELS
¼X
¼X
¼X
¼X
¼X
CONTINUING
STUDIES
STUDENT
SERVICES
THREE-WORD CHANNELS
¼X
¼X
¼X
¼X
¼X
SCHOOL FOR THE
CONTEMPORARY
ARTS
FACULTY OF
ARTS AND SOCIAL
SCIENCES
37 SFU BRAND GUIDELINES SOCIAL MEDIA
8.3 CHANNELS IN-USE
Some examples of the social logo and channel brands
in-use are shown here for reference.
Note that on both the social logo block and the various
social channel blocks it is necessary to maintain the
white clear space or frame around the blocks to allow
the SFU brand to remain prominent.
SFU TWITTER
Home
Notifications
SFU BEEDIE YOUTUBE
Discover
CA
Search Twitter
Me
The white clear space is especially important when
dealing with channel identities as the type must have
enough room to maintain clarity.
It’s not necessary to include “Simon Fraser University”
in the logo area since the SFU logo block is a highly
recognized brand mark; however, these social channels
should include the full University name in either the
account name or description to fortify the SFU brand
for international recognition.
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9.0LITERATURE EXAMPLES
39 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.1 STATIONERY
SFU stationery is the most widely distributed printed
materials representing the University. This system is
the most cost-effective opportunity to communicate
a consistent and distinctive brand.
The official SFU letterhead positions the logo block
at the top in a unique fashion. In this position the
logo block is 1X unit from the top of the page and
3X units from the left. The logo is used in its colour
format SFU Red (Pantone 187) with the faculty
listed in SFU Black (Pantone 425), following the
nomenclature style established in section 6.
3X
4X = 1 inch
2X
X
2X
FAC U LT Y O F A R T S
AND SOCIAL SCIENCES
TEL
X
FA X
+1 778 782 5658
+1 778 782 5658
sfu.ca/arts
Simon Fraser University
Academic Quadrangle 6168
8888 University Drive
Burnaby BC
Canada V5A 1S6
October 11, 2013
Dr. Johnathan Doe
Department of Anthropology
York University
1234 Street
Toronto, Ontario V4R 1T2
Dear Dr. Doe,
LETTERHEAD
The margins and proportions of the letterhead
should be exactly as shown. The top ⅛th of the
letterhead is reserved to highlight the logo and
faculty. The remaining contact information and
content should start below this point.
The printed letterhead ordered through Document
Solutions continues to use the University’s official
typefaces of DIN and Bembo.
ENVELOPE
The margins and proportions of the envelope should
be exactly as shown. The placement and size of the
logo and faculty name from the top left corner
should be the same as the letterhead; however,
the address should continue below the name.
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er sit alit niamet aliquatum ing essed tatet, vendreet vullaortie molorem num quamconsecte magna commy nulputet
vel essenit luptat ut acil ulpute duisim vel dolorem etum amconummod tie et, consequat veliquatie faciduisim nul
lummy nit lam vel ut praessi endip exero dit aliquis sequat venim quamet, quiscid uipisci ea faci tat amet, quam ver
ipsuscip et, corper irit acipsus cipsum vendre dolum am alit wisi eui bla augait ulput nisl dunt il iliquisl et, quamcon
umsan veleniat, quisi.
Quam il ullaorperos augait prat. Num nisl utat. Magnibh eugiate facidui scillaore vulluptat. Tie dipit venissed estrud
modolesectem inim exerostrud magnim ing et, velit amcorper si. Giatem numsandignim dolore faccum quatie mag
nim endrercilit, sum aut nis nummy nibh erostrud tio
con velissent praessequat prat.
FACodolor
U LT Y sumsan
O F A R Tutpat,
S
AND SOCIAL SCIENCES
Gait luptat lam, si blan ut del irit velenim irillan ent ut utpat wisi.Vullam in henibh eliquat. Ut praestiscil ex eugiame
Simon Fraser University
tum zzrit lumsandit lore magna am illutate tis doloreet
ipit praesectet pratuer suscin hendrem eum quat lutatin ute fac
Academic Quadrangle 6168
8888do
University
Drive
ing ero od tem ex erat nissit amet, con ver senim vero
et ad et,
quipsusto dolor illandiam nim zzriusto odolor senis
Burnaby, British Columbia
nullam amconsed del iustrud dunt ad ea feum nullut
nulputpatie
minci
bla
ad
modolorper
init
wisl
dolor
si
elit
pratie
Canada V5A 1S6
ming ea commy nim zzrilit lobor augue ming eummolenit alit lut ullute dolor senim at augiat. Odoloreetuer suscidunt
pratue mod magnim eugiam niam zzrilla feum aliscillutem ilis dipit, se dolore dolutpat, consequis doloreros amcom
molore ex elendit, sis eu faciduisl estrud molorperos acin eriustrud min ulput ad mod doluptatem am, quis alit wisim
nos niatisl dolor atum eu feum dolore te vulla autpat.
Volore feum dolorer illutet ulla commy nullaore volorpe rostrud tie eugiam iliquis acil delisl ex et praese eugait wis
Dr. delit
Johnathan
exer si. Raessi. Ros dolenim zzriure dolore
lortionDoe
sectet prat iril dolor sequamet venibh et num iril utet nim
Department of Anthropology
volorer ad.
York University
1234 Street
Toronto, Ontario V4R 1T2
Sincerely,
Dr. Mary Jones
simon fraser university
ENGAGING THE WORLD
40 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.1.1 BUSINESS CARDS
There is one standard format. Care and attention
to typographic detail and structure is required to
maintain the cohesiveness of the business card.
Only the official SFU typefaces of DIN and Bembo
may be used on business cards.
To maintain consistency all business cards must be
ordered through Document Solutions using the
WebCRD ordering system.
Logos, other than SFU’s, cannot be added to a card
for the majority of cases. Certain exceptions such as
SFU Athletics and NCAA logo, and other approved
sub-brand logos for select initiatives are acceptable.
Please contact Document Solutions for approved
templates.
X
4X
X
2X
Firstname Lastname, MD, PhD
First Title / Second Title
X
FA C U LT Y O F
H E A LT H S C I E N C E S
D E PA R T M E N T N A M E
South Sciences Building 7144
8888 University Drive
Burnaby BC Canada V5A 1S6
xxxx@sfu.ca
sfu.ca/mbb
+1 778 782 0000
+1 778 782 0000
C E L L : +1 778 782 0000
OFFICE:
INT’L:
X
A second language may be placed on the back of the
card in the same format as on the English-only front
of the card.
Firstname Lastname
First Title
Second Title
SAFET Y & RISK SERVICES
E N V I R O N M E N TA L H E A LT H
RESEARCH SAFET Y
Discovery 1 1300
8888 University Drive
Burnaby BC Canada V5A 1S6
xxxx@sfu.ca
sfu.ca/srs/ehrs
TEL:
FA X :
+1 778 782 0000
+1 778 782 0000
41 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.2 PRINT COLLATERAL
FLYER – HORIZONTAL LOGO LOCKUP
FIXED HEADER
All print collateral is loosely based on a grid derived
from the brand grid. Shown here are measurements
represented by an x-value which is half the logo block
height. The sample shown here should be used for
vertical flyers, brochures or banners/displays.
4X
FIXED FOOTER
X
X minimum
2X
2X
X
The horizontal logo lockup can be used as either a
header or footer element depending what suits the
design best—naturally display stands should use the
header, whereas hanging banners should use the footer.
When the horizontal logo is used it should bleed to the
left edge of the page. The preferred colour is on white;
however, a version may be used reversed on SFU Red.
Opposite the fixed header or footer is a flexible area
which as a minimum is set to a height of X. The
colour should match the header or footer colour. This
flexible space can extend up to half the allocated image
area to accommodate headings and type and create
“white space”. It is advised to lock the flexible height
to the image grid, explained below.
The image area has the flexibility to either show one
“hero” image or become subdivided into a grid. The
image grid consists of roughly square areas created
from dividing the area by units of 2 or 4. The grid can
be subdivided into any number or configurations of
these squares to form a compelling design visual.
Inside pages should follow the established cover grid
and utilise the type system shown in section 9.4.
Flexible Header:
may extend
up to half of
image area to
accommodate
heads/subheads
Image Area:
Can feature a
full image or the
area divided into
an increasing grid
pattern (see guides)
Image Area:
Can feature a
full image or the
area divided into
an increasing grid
pattern (see guides)
Flexible Footer:
may extend
up to half of
image area to
accommodate
heads/subheads
X
2X
2X
X minimum
4X
X
42 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.2 PRINT COLLATERAL
FLYER – VERTICAL STACKED LOGO LOCKUP
FIXED HEADER
The vertical stacked logo lockup may also be used
and is recommended when other logos are required
to appear with the SFU brand.
2X
FIXED FOOTER
X
X minimum
2X
Shown here are measurements represented by an
x-value which is half the logo block height.
X
X
The vertical stacked logo lockup can be used as either
a header or footer element depending what suits the
design best—it should bleed to the top edge of the page,
or to the start of the image area within the fixed footer.
The preferred colour is on white; however, a version
may be used reversed on SFU red.
See the previous page for guidance on the flexible
header or footer area and the image area grid. Inside
pages should follow the established cover grid and
utilise the type system shown in section 9.4.
Flexible Header:
may extend
up to half of
image area to
accommodate
heads/subheads
Image Area:
Can feature a
full image or the
area divided into
an increasing grid
pattern (see guides)
Image Area:
Can feature a
full image or the
area divided into
an increasing grid
pattern (see guides)
ALTERNATIVE OPTIONS
Flexible Footer:
may extend
up to half of
image area to
accommodate
heads/subheads
2X
X minimum
X
2X
43 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.2 PRINT COLLATERAL
LETTER – HORIZONTAL LOGO LOCKUP
Also derived from the brand grid, shown here are
measurements represented by an x-value which is half
the logo block height. The sample shown should be used
for US Letter brochures, portrait posters or booklets.
The horizontal logo lockup can be used as either a
header or footer element depending what suits the
design best. When the horizontal logo is used it should
bleed to the left edge of the page. The preferred colour
is on white; however, a version may be used reversed
on SFU Red.
Opposite the fixed header or footer is a flexible area
which as a minimum is set to a height of X. The
colour should match the header or footer colour. This
flexible space can extend up to half the allocated image
area to accommodate headings and type and create
“white space”. It is advised to lock the flexible height
to the image grid, explained below.
The image area has the flexibility to either show one
“hero” image or become subdivided into a grid. The
image grid consists of roughly square areas created
from dividing the area by units of 2 or 4. The grid can
be subdivided into any number or configurations of
these squares to form a compelling design visual.
Inside pages should follow the established cover grid
and utilise the type system shown in section 9.4.
FIXED HEADER
FIXED FOOTER
4X
X minimum
2X
2X
X
Flexible Header:
may extend
up to half of
image area to
accommodate
headings/
subheads
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
Image Area:
Can feature
a full image
or the area
divided into
a grid pattern
(see guides)
Flexible Footer:
may extend
up to half of
image area to
accommodate
headings/
subheads
X
2X
2X
X minimum
4X
44 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.2 PRINT COLLATERAL
LETTER – VERTICAL STACKED LOGO LOCKUP
The vertical stacked logo lockup may also be used
and is recommended when other logos or titles are
required to appear with the SFU brand.
FIXED HEADER
Shown here are measurements represented by an
x-value which is half the logo block height.
The vertical stacked logo lockup can be used as either
a header or footer element depending what suits the
design best—it should bleed to the top edge of the page,
or to the start of the image area within the fixed footer.
The preferred colour is on white; however, a version
may be used reversed on SFU Red.
FIXED FOOTER
2X
X minimum
2X
X
X
Flexible Header:
may extend
up to half of
image area to
accommodate
headings/
subheads
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
See the previous page for guidance on the flexible
header or footer area and the image area grid. Inside
pages should follow the established cover grid and
utilise the type system shown in section 9.4.
ALTERNATIVE COLOUR OPTIONS
Image Area:
Can feature
a full image
or the area
divided into
a grid pattern
(see guides)
Flexible Footer:
may extend
up to half of
image area to
accommodate
headings/
subheads
2X
X minimum
X
2X
45 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.3 DIGITAL/PRINT
X
4X
HORIZONTAL
LOGO HEADER
Also derived from the brand grid, shown here are
measurements represented by an x-value which is half
the logo block height. The sample shown should be used
for digital content or landscape publications.
X
The horizontal or vertical stacked logo lockups should
be used as a header element. When the horizontal
logo is used it should bleed to the left edge of the page,
or the vertical stacked logo should bleed to the top edge
of the page. Alternative layout colours are also shown.
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
A flexible footer area with a minimum height of X
should match the header colour. This flexible space
can extend up to half the allocated image area to
accommodate headings and type and create “white
space”. It is advised to lock the flexible height to the
image grid, explained below.
The image area has the flexibility to either show one
“hero” image or become subdivided into a grid. The
image grid consists of roughly square areas created from
dividing the horizontal area by units of 2 or 4. The grid
can be subdivided into any number or configurations
of these squares for compelling design visual.
ALTERNATIVE COLOUR OPTION
X minimum
2X
X
VERTICAL STACKED
LOGO HEADER
X
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
X minimum
46 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.3 DIGITAL/PRINT
HORIZONTAL
LOGO FOOTER
X minimum
The sample shown should also be used for digital content
or landscape publications with a branded page footer.
The horizontal or vertical stacked logo lockups should
be used as a footer element. When the horizontal logo
is used it should bleed to the left edge of the page, or
the vertical stacked logo should bleed to the top edge of
the image grid. Alternative layout colours are also shown.
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
A flexible header area with a minimum height of X
should match the footer colour. This flexible space
can extend down to half the allocated image area to
accommodate headings and type and create “white
space”. It is advised to lock the flexible height to the
image grid, explained on the previous page.
X
4X
VERTICAL STACKED
LOGO FOOTER
X minimum
Image Area:
Can feature
a full image
or the area
divided into a
grid pattern
(see guides)
ALTERNATIVE COLOUR OPTION
X
2X
47 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.4 TYPE SYSTEM
COVER PAGES
Cover pages use a grid shown in section 8.3. Headings
and subheads are flexible in size depending on the
nature of the design. Typefaces for headings may use
secondary fonts in specific campaigns. Descriptors
are optional depending on whether a third level of
information is required.
2X
X
Headings and subheads may use colours defined in
section 5 or reversed out of an image or solid colour.
Follow the specificiations below to maintain a
consistent and recognizable brand platform for SFU.
SPECIFICATIONS (HEADER SAMPLE)
Heading
DIN Pro Bold
Variable size at 90% leading
Brand colours or reversed white
Subhead
DIN Pro Regular or Medium All-caps
One third of heading size at 100% leading
SFU Black or reversed white
Descriptor
Bembo Regular
Variable size equal or smaller
than subhead at 120% leading
SFU Black or reversed white
Spacing
1.5x Subhead leading before
1x Subhead leading after
Alignment
Copy to anchor at 2X units from
image area to allow white space
FLEXIBLE HEADER
HEADING
SUBHEAD
DESCRIPTOR
2X
IMAGE AREA
Headings up
to three lines
long here.
SUBHEADING AND OTHER
IMPORTANT INFORMATION
Donec sed odio dui nullam etiam.
Praesent commodo cursus magna,
vel scelerisque nisl consectetur et.
48 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.4 TYPE SYSTEM
INSIDE PAGES
Inside pages use a slightly different grid than cover
pages as gutters and bleed must be taken into account.
Headings and subheads remain flexible in size depending
on the nature of the design. Typefaces for headings
may use secondary fonts in specific campaigns.
Follow the other styles shown here for all other levels of
typography and maintain the grid for copy alignment
and image grids. Body copy may be 3 columns.
2X
PAGE 2X
HEADER
HEADING
AND
SUBHEAD
Subhead
DIN Pro Regular or Medium All-caps
One third of heading size at 100% leading
SFU Black or reversed white
Body
Bembo Regular
9-12pt (10pt recommended) at 120% leading
SFU Black or reversed white
Profile Head DIN Pro Regular or Medium All-caps
9-12pt (10pt recommended) at 100% leading
SFU Brand colours or reversed white
Profile Body DIN Pro Regular or Light
8-10pt (9pt recommended) at 120% leading
SFU Black or reversed white
Caption
Bembo Regular
6-8pt (7pt recommended) at 120% leading
SFU Black or reversed white
Page Footer
DIN Pro Regular or Medium All-caps
6-8pt (7pt recommended) at 100% leading
SFU Black or reversed white
Headings up to three
lines long here.
SUBHEADING AND OTHER
IMPORTANT INFORMATION
Maecenas sed diam eget risus varius blandit sit amet non
magna. Donec id elit non mi porta gravida at eget metus.
Sed posuere consectetur est at lobortis. Vivamus sagittis
lacus vel augue laoreet rutrum faucibus dolor auctor. Nulla
vitae elit libero, a pharetra augue. Integer posuere erat a ante
venenatis dapibus posuere velit aliquet.
Fusce dapibus, tellus ac cursus commodo, tortor mauris
condimentum nibh, ut fermentum massa justo sit amet
risus. Integer posuere erat a ante venenatis dapibus posuere
velit aliquet. Duis mollis, est non commodo luctus, nisi erat
porttitor ligula, eget lacinia odio sem nec elit. Curabitur
blandit tempus porttitor.
Page Header DIN Pro Regular or Medium All-caps
9-12pt (10pt recommended) at 100% leading
SFU Red, Black or reversed white
DIN Pro Bold
Variable size at 90% leading
SFU Brand colours or reversed white
DOCUMENT TITLE AND SECTION INFORMATION
2X
SPECIFICATIONS (PAGE SAMPLE)
Heading
2X
BODY
Curabitur blandit tempus porttitor. Vivamus sagittis lacus
vel augue laoreet rutrum faucibus dolor auctor. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Donec id elit non
mi porta gravida at eget metus.
Nullam id dolor id nibh ultricies vehicula ut id elit. Lorem
ipsum dolor sit amet, consectetur adipiscing elit. Donec sed
odio dui. Curabitur blandit tempus porttitor. Aenean lacinia
bibendum nulla sed consectetur. Praesent commodo cursus
magna, vel scelerisque nisl consectetur et.
Maecenas sed diam eget risus varius blandit sit amet non
magna. Donec id elit non mi porta gravida at eget metus.
Sed posuere consectetur est at lobortis. Vivamus sagittis
lacus vel augue laoreet rutrum faucibus dolor auctor. Nulla
vitae elit libero, a pharetra augue. Integer posuere erat a ante
venenatis dapibus posuere velit aliquet.
PROFILE
HEAD
PROFILE
BODY
CAPTION
PAGE
FOOTER 2X
PULLOUT AND PHOTOSTORY TITLES
Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum
nibh, ut fermentum massa justo sit amet risus. Integer posuere erat
a ante venenatis dapibus posuere velit aliquet. Duis mollis, est non
commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec
elit. Curabitur blandit tempus porttitor.
Curabitur blandit tempus porttitor. Vivamus sagittis lacus vel augue
laoreet rutrum faucibus dolor auctor. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Donec id elit non mi porta gravida metus.
Nullam id dolor id nibh ultricies vehicula ut id elit. ›
DOCUMENT FOOTER AND PAGE NUMBERING
Fusce dapibus, tellus ac cursus commodo, tortor mauris
condimentum nibh, ut fermentum massa justo sit amet
risus. Integer posuere erat a ante venenatis dapibus posuere
velit aliquet. Duis mollis, est non commodo luctus, nisi erat
porttitor ligula, eget lacinia odio sem nec elit. Curabitur
blandit tempus porttitor.
Curabitur blandit tempus porttitor. Vivamus sagittis lacus
vel augue laoreet rutrum faucibus dolor auctor. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Donec id elit non
mi porta gravida at eget metus.
Nullam id dolor id nibh ultricies vehicula ut id elit. Lorem
ipsum dolor sit amet, consectetur adipiscing elit. Donec sed
odio dui. Curabitur blandit tempus porttitor. Aenean lacinia
bibendum nulla sed consectetur. Praesent commodo cursus
magna, vel scelerisque nisl consectetur et.
Fusce dapibus, tellus ac cursus commodo, tortor mauris
condimentum nibh, ut fermentum massa justo sit amet
risus. Integer posuere erat a ante venenatis dapibus posuere
velit aliquet. Duis mollis, est non commodo luctus, nisi erat
porttitor ligula, eget lacinia odio sem nec elit. Curabitur
blandit tempus porttitor.
Curabitur blandit tempus porttitor. Vivamus sagittis lacus
vel augue laoreet rutrum faucibus dolor auctor. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Donec id elit non
mi porta gravida at eget metus.
Nullam id dolor id nibh ultricies vehicula ut id elit. Lorem
ipsum dolor sit amet, consectetur adipiscing elit. Donec sed
49 SFU BRAND GUIDELINES LITERATURE EXAMPLES
9.5 TYPE EXAMPLES
Combining the page grid from section 8.2 and the
type system from section 8.4 allows for great design
flexibility while maintaining a strong brand presence.
Secondary typography such as DIN Condensed may
be used in place of headings to give more variety
to the vast array of publications and collateral. Other
specially selected typefaces may be used sparingly
to promote a specific campaign or event.
Shown here are some basic examples of the grid in use.
There are infinite combinations of what layouts can
be derived from the new grid system, so don’t feel
these examples are the limit of expression allowed.
Two-line
Heading
Two-line
Heading
SUBHEADING AND/OR
FURTHER INFORMATION
SUBHEADING AND/OR
FURTHER INFORMATION
10.0MERCHANDISE & SIGNAGE
51 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.1 SPECIAL LOGO APPLICATIONS
The SFU master brand allows for some flexibility in
applications where the process requires a monotone
graphic. These situations may arise in watermarks,
etching, embossing, engraving, signage and decals.
ENGRAVING
For the purposes of signage, a special logo version
may be used on backgrounds other than red or
white. This version uses the red logo block with a
white wordmark and tagline, which can be applied
to tints of the other brand colours (see section 9.1.1).
DECALS
SIGNAGE
ENGRAVING
DECALS
52 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.1.1 SIGNAGE BACKGROUNDS
For the signage where a special logo version is used
on backgrounds other than red or white, the red logo
block with a white wordmark and tagline may be
used on tints of 50% or 75%. The standard colour
breakdown is used on a 25% colour tint.
See the chart below for the possible colour
combinations available for signage. Do not use
100% brand colours for backgrounds in signage.
75% SFU GRAY BACKGROUND
75% SFU BLUE BACKGROUND
75% SFU GOLD BACKGROUND
50% SFU GRAY BACKGROUND
50% SFU BLUE BACKGROUND
50% SFU GOLD BACKGROUND
25% SFU GRAY BACKGROUND
25% SFU BLUE BACKGROUND
25% SFU GOLD BACKGROUND
53 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.2 MERCHANDISE MINIMUM SIZE AND CLEAR SPACE
The SFU brand must follow the minimum size
requirements in section 3.6; however, the logo
lockup may be repoduced at smaller sizes for
merchandise such as stationery and pins or badges.
MINIMUM SIZE
To protect the integrity, legibility and impact of the
SFU brand, it must never be reproduced in sizes
smaller than those shown on this page on merchandise.
>½"
>½"
>½"
For merchandise applications of the primary logos,
do not use the block at sizes smaller than 0.5” in
width. Any further reductions would impair its
legibility and visual impact.
To achieve maximum impact, the SFU logo should be
allowed sufficient clear space to isolate it from other
elements. In signage and merchandise, the clear space
is determined by a quarter of the block height (or half
the x-value) and will be relative to the size of the
logo used.
CLEAR SPACE
½X
½X
½X
X
This unit of measurement provides the perimeter
of clear space around the logo and tagline.
½X
½X
½X
½X
½X
½X
½X
X
½X
½X
54 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.3 SIGNAGE EXAMPLES
Signage should follow the grid established in section 9.
Care should be taken to place a fixed header or
footer containing the logo lockup to appear in the
most visible position—standing banners should use a
fixed header and hanging banners should use a fixed
footer, for example.
Also follow the type system in section 9.4 when
creating signage. Remember to keep important
information visible and at a size that can be read
from a distance.
Campus signage must use the horizontal master
brand lockup and can no longer apply an extension
to the SFU logo block. Campus names can be
substituted for the tagline at the same font and size.
FLAG
PENNANT
DISPLAY STAND A
DISPLAY STAND B
FACULT Y
OF SCIENCE
Café
Scientifique
CONNECTING RESEARCH TO IMPORTANT
ISSUES OF INTEREST TO THE COMMUNITY.
Arts and
Social
Sciences
SFU SURREY
www.fass.surrey.sfu.ca
55 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.4 MERCHANDISE EXAMPLES
SFU’s master brand logos can work well in a variety
of applications. Care should be taken to use the best
logo lockup for the appropriate usage—prominence
and legibility is the highest priority with merchandise.
Some examples shown here highlight typical scenarios
for merchanise branding and the best use of the
relevant logo lockups.
Questions regarding unit branding on merchandise
should be directed to sfu-brand@sfu.ca. Please follow
the rules set in the nomenclature section when
showing schools, faculties or departments.
56 SFU BRAND GUIDELINES MERCHANDISE & SIGNAGE
10.5 LIVERY
SFU’s master brand also extends to vehicle livery.
The updated branding works well when clean and
unobstructed by other graphic elements.
See some examples of how the new branding can by
applied to vehicles shown here. The SFU Logo Block
should feature prominently on the front door with all
other descriptors or supporting wordmarks and
taglines following along the side.
Do not place type or graphics across breaks in the
vehicles’ panels. Try to utilize each panel as a separate
workable area, or break type between words or letters
whereby legibility is not compromised.
Graphics should appear fluid and seamless across the
body of the vehicle as much as possible.
BURNABY
8888 University Drive
Burnaby, British Columbia
Canada V5A 1S6
SURREY
250, 13450 102 Avenue
Surrey, British Columbia
Canada V3T 0A3
VANCOUVER
515 West Hastings Street
Vancouver, British Columbia
Canada V6B 5K3
©
Simon Fraser University