Page 1
Bloomsburg
University
OF PENNSYLVANIA
A consistent image
Graphic Identity Manual
Page 2
Welcome ...
Bloomsburg University of Pennsylvania’s faculty and staff produce flyers, pamphlets,
brochures, booklets, guides, newsletters, advertisements, posters, announcements and other
materials to inform audiences about Bloomsburg, its courses and programs. Newly designed
and updated World Wide Web pages serve the same function on a global scale. The Office
of Marketing and Communications is available to help with these tasks. Members of the
communications team can provide writing and editing assistance, offer advice on layout and
design, prepare specifications for competitive bids, coordinate production, manage entire
projects or simply review projects before they are printed. We can quickly and competently
transform text files into publications and Web sites to meet department and office needs.
This booklet, A Consistent Image: Bloomsburg University of Pennsylvania Graphic
Identity Manual, spotlights the qualities of an effective publication and the steps from idea
to finished product. It outlines the services available through the Bloomsburg University
Office of Marketing and Communications.
The Bloomsburg University’s marketing and communication office is responsible for the
university’s image. Information featured in this booklet is based on standards used by the
marketing and communications staff at Bloomsburg University and colleagues at other
institutions. These guidelines stress a high standard of quality, a positive and graphically
consistent image, truth in advertising, postal regulation compliance and university
requirements regarding identifying graphics, affirmative action statements and design.
Rosalee Rush
Director of Marketing and Communications
Office of Marketing and Communications
Bloomsburg University does not discriminate on the basis of race, color, religion, sex, sexual orientation,
gender identity, age, national origin, ancestry, disability, or veteran status in its programs and activities as
required by Title IX of the Educational Amendments of 1972, the Americans with Disabilities Act of 1990,
Section 504 of the Rehabilitation Act of 1973, Title VII of the Civil Rights Act of 1964, and other applicable
statutes and University policies.
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A Consistent Image
Bloomsburg University of Pennsylvania
Graphic Identity Manual
Table of Contents
What are University Publications?..................................................................................... 4
Tips and General Advice................................................................................................... 5
Official Appearance............................................................................................................ 6
University Logos................................................................................................................ 7
Other Graphic Elements.................................................................................................... 8
University Colors............................................................................................................... 9
University Typography and Examples.........................................................................10-11
Stationery and Business Cards......................................................................................... 10
Bloomsburg University Logo and Trademark Licensing.............................................12-15
Produced By:
Office of Marketing and Communications
Bloomsburg University of Pennsylvania
400 E. Second St.
Bloomsburg, PA 17815
(570) 389-4662
www.bloomu.edu
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What are University Publications?
University publications include, but are not limited to, electronic and printed books, booklets, journals, magazines,
brochures, newsletters, programs, pamphlets, leaflets, official university Web pages, advertising and similar materials.
The guidelines apply to communications directed to all audiences. This includes admissions materials, catalogs,
commencement programs, newsletters, general circulation periodicals, advertisements, posters and stationery, including
news release letterhead. These guidelines also apply to display booths, videotapes, audiovisual materials and other electronic
mediums.
Excluded from this guide are internal office materials, publications from The Bloomsburg University Foundation Inc.,
faculty works, textbooks and materials for classroom use, like handouts or notes.
All publications should include the university’s complete name, Bloomsburg University of Pennsylvania, on the front cover.
Non-Discrimination Statement
The Non-Discrimination Statement must appear on all university publications except stationery, advertising,
event invitations, posters or other materials at the discretion of the publications director. Electronic versions of the
Non-Discrimination Statement are available from the communications office, the university’s media Web site at
www.bloomu.edu/media/graphics/ or the social equity office.
The Non-Discrimination Statement is:
Bloomsburg University does not discriminate on the basis of race, color, religion, sex, sexual orientation,
gender identity, age, national origin, ancestry, disability, or veteran status in its programs and activities as
required by Title IX of the Educational Amendments of 1972, the Americans with Disabilities Act of 1990,
Section 504 of the Rehabilitation Act of 1973, Title VII of the Civil Rights Act of 1964, and other applicable
statutes and University policies.
What We Can Do For You
The marketing and communications office staff can:
n
Turn your plain electronic text file into a print publication and/or Web page consistent with the university’s image. We do not typeset or key in copy.
n
Review graphics, photos, design concepts and copy, then give you a “heads up” for possible problems and suggest how you can avoid difficulties. We
do not repair problems in desktop publishing files.
n
Arrange for photographic support. Sometimes general campus images suitable for use in other projects can be shot at no cost to you. Sometimes
you’ll have to pay for a photographer’s services.
n
Help with university graphics and stock images. We do not design logos or identity for departments or programs; we market the university as a whole.
n
Provide counsel on broad marketing strategies and tactics. We focus on how you fit into the larger picture and how your efforts can enhance that
picture. Through bundling, you can sometimes reap cost and image benefits.
n
Publicize your department or program.
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Help Us Help You
The marketing and communications office offers these suggestions for working together to produce effective and attractive
publications and Web pages. Preparation tips include:
n Type your copy in ordinary upper and lower case, avoiding MATTER SET IN ALL CAPS.
n Use a single tab rather than multiple tabs, multiple spaces or a combination of tabs and spaces to separate column in tabular matter.
n Use a single hard return at the end of each paragraph.
n Don’t include artwork or graphics in the document.
Review Your Material
Before you send copy, pretend you are in the audience. Is the material clear, concise and easy to follow for someone
unfamiliar with the university or your program? Is the language appropriate for your intended readers’ age and educational
level?
Write in an active voice. Use grammar checking to find sentences that would be better expressed in active voice.
Proofread for spelling, grammar and factual accuracy. (A tip: It’s a good idea to have someone else read your work,
especially if the reader hasn’t seen it before.) Don’t be embarrassed. The person most likely to miss an error in your copy is
you.
Make sure copy is complete and fully approved before layout. The main reason publications are not completed on schedule
can be traced to additions, deletions or other alterations being made to copy after the document is prepared for printing. At
this point, you’re essentially starting over because changes can affect the entire layout of the project.
Plan Ahead
There are three factors to consider in printing: quick turnaround, low cost and high quality. Choose two of the three.
Longer lead time allows for more thoughtful design and improved quotes from external vendors. Quality can suffer when
printing must be completed on very short notice. Longer lead time allows for more creative options.
Establish a budget for the project. A budget helps the marketing and communications staff determine the most effective
options and come up with a general cost estimate; vendor prices are specific for each project. (A tip: Print vendors get
annoyed when customers ask for one quote, then another and, possibly, a third with slight variations to try to fit a budget.
To maintain good relationships with vendors, the marketing and communications staff avoids this practice.)
Assign responsibilities and authority. Who’s in the approval loop? Is everyone on board?
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Official Appearance
Bloomsburg University’s marketing and communications staff prepares publications following generally accepted rules of
desktop publishing. Text, also known as “copy,” follows the style and usage guidelines listed in the Office of Marketing and
Communications Stylebook and additional guidelines from the Pennsylvania State System of Higher Education and the
Associated Press Stylebook.
The University Name
The university’s proper name is Bloomsburg University of Pennsylvania. The proper name should be used in any printed or
written first reference to the university with subsequent references as Bloomsburg University, Bloomsburg or BU. Though
part of the website address, the expression “BloomU” is outdated in text and speech and not an acceptable reference to the
university.
Bloomsburg University of Pennsylvania should appear clearly on the cover or first page of all university publications or the
front panel of a folded brochure. The name should be presented in an easily read style. Letters or individual words should
not be broken or staggered. When submitting the university name for a listing prepared by an outside source, such as a
college guide or other directory, use the proper name, Bloomsburg University of Pennsylvania.
The university is a member of the Pennsylvania State System of Higher Education. Subsequent references may be the
State System of Higher Education, State System or PASSHE. The expression “SSHE” is not acceptable. See further State
System guidelines at www.passhe.edu.
Graphic Elements
The university mascot, logo, symbols and seal are graphic elements that visually represent Bloomsburg University. As of fall
2006, Bloomsburg University’s name, image and logos are protected under a licensing agreement with Strategic Marketing
Affiliates Inc. (SMA) and may not be used without written permission and the payment of fees.
There are several exemptions to these fees. On-campus printed materials used to market BU, such as fliers and brochures,
are exempt, as are any university items purchased for internal consumption (an example would be a T-shirt worn by all
volunteers at university events). The University Store and the marketing and communications office are also exempt.
The director of sports information may also grant permission to exempt specific items that are being used for internal
fundraising efforts. Organizations planning such fundraisers should contact the Office of Marketing and Communications
to see if they fit the exemption requirements. Those with questions should contact the director of marketing and
communications, or, in her absence, Tom McGuire, director of sports information. All funds from the licensing fees go
toward student scholarships.
Faculty, staff and students should not provide the university’s graphic elements to any advertising representative, vendor or
publisher for reproduction on any surface or in any publication, printed or electronic.
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The University Seal
The Bloomsburg University seal is the official identification of Bloomsburg
University and is used only for diplomas, commencement programs,
formal invitations, official documents or other materials as directed by the
president’s office. The seal is not appropriate for any other use. Do not use
the seal on brochures, T-shirts, certificates, newsletters or other less formal
publications. Questions about the proper use of the university seal may be
directed to the marketing and communications office.
Appropriate Use of University Identifiers
This page contains university logos and graphic identifiers. These identifiers
are designed to promote a graphically consistent image. Graphics may
not be altered, amended or coupled with other graphics and must appear
in a size appropriate to the communication. Electronic versions of the
licensed logos are available through the marketing and communications
office.
The University Logo
The Bloomsburg University logo is a graphic identifier that may be used
on any university publication. On publications, the university logo works
well as signature on the back panel or page in the lower left hand corner.
On documents designed as letters, it works well on the upper left hand
corner.
No other text or objects maybe placed within the clear area of the
university logo. The clear area is about 25 percent of the graphic’s height
(top and bottom) and 10 percent of the graphic’s width, left and right. The
only text that may be coupled with the logo is the subordinate phrase for
the State System as shown.
The University Mascot and Monogram
The image of Bloomsburg University’s mascot, the husky, was updated in
2002. The logo package includes wording, lettering in different fonts and
variations on the logo. The sports symbols and husky’s image are generally
reserved for items related to sports and school spirit.
Individual Logos
A limited number of individual entities may use approved, recognizable
logos. These entities include: University Store, The Bloomsburg University
Foundation Inc., the Corporate Institute, the Institute for Environmental
Statistics, the Frederick Douglass Institute, Husky Research Corporation,
the Institute for Interactive Technologies and the Community
Government Association (CGA).
Page 8
Other Graphic Elements
Development
Alumni House
Hippenstiel Drive
No other graphic objects, unless specifically designated, are acceptable
substitutes for the seal, logo, symbol or mascot as a sole means of
identifying the university. However, publications produced by the office
of marketing and communications often utilize one of a few standardized
treatments of the university name on the cover.
Parking
Studen
t Rec
To Upper Campus
reation
Ctr
BMC
Fall 2011
Evening and Off-Campus
Course Catalog
Litwhiler Field
Parking
Mt. Olympus Apts.
an Sta
Buckalew
dium
To Lower Campus
Parking
ts
Mon
Chestnut Street
Parking
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Mon
tg
om
ery
Multip
Stad urpose
ium
Nelso
Tennis Center
Plac
e Ap
ty ’s
Jessica S.
Kozloff Apartments
Swisher Circle
Parking
Redm
Andruss
Library
Hutchinson Field
Waller
Parking
Welsh Circle
Warren
Student
Services
Haas
Parking
Hartline
Laubach Drive
Franklin
Columbia
Luzerne
Northumberland
Navy
Osuna Drive
East Second Street
Bakeless
Parking
Magazine-sized publications typically show the university name in large
serif type (Calson 224 book) a fashion similar to the cover shown at right.
Bookstore
Honeysuckle
Apartments
Sutliff
Athle
tic
Field
McCormick
Centennial
Athletic Fields
Schuyler Drive
Simon
Lycoming
Kehr
Union
Elwell
Montour
Scranton
Commons
Parking
Schuylkill
Carver
Parking
Science
To Downtown
Bloomsburg
Penn Street
An alternative way of diplaying the university’s name is in a very formal, all
cap setting, as shown below:
Cover Photo:
Gordon Wenzel
www.impressionsphoto.net
Bloomsburg University of Pennsylvania is committed to affirmative
action by way of providing equal educational and employment
opportunities for all persons without regard to race, religion, gender,
age, national origin, sexual orientation, disability or veteran status.
Advanced College Experience
for High School Students
(See page 19)
www.bloomu.edu/nondegree
www.bloomu.edu/ace
BloomsBurg university
Office of Admissions
400 East Second Street
104 Warren Student Services Center
Bloomsburg PA 17815-1301
of pennsylvania
(570) 389-4316
ww w. b l oomu. e du
Bloomsburg University
of Pennsylvania
Non-Profit Organization
US Postage
PAID
Bloomsburg PA 17815
Permit No. 10
Smaller, folding publications as well as fliers and posters, will often show the university’s name in a sans serif type in a
maroon block as shown in the samples below.
Bloomsburg University
of Pennsylvania
Bloomsburg University
of Pennsylvania
Bloomsburg University
of Pennsylvania
Perhaps best known as the comedian who
put the cerebral in Cerebral Palsy, Josh Blue
exploded onto the national comedy scene
as the winner of NBC’s Last Comic Standing
in 2006 and is a frequent guest on Comedy
Central, Fox, CBS, ABC and MSNBC, as well
as numerous nationally syndicated radio
stations. Using his likeable personality
and his ability to defy stereotypes with
self-deprecating humor, Blue captivates
audiences with his unique brand of comedy,
breaking down stereotypes of people with
disabilities one laugh at a time. His talent
and continually evolving routines can only be
attributed to his remarkable stage presence,
comedic timing and improvisational skills,
guaranteeing that no two shows are identical.
Lecture
burg University of Pennsylvania is committed to affirmative
by way of providing equal educational and employment
nities for all persons without regard to race, religion,
age, national origin, sexual orientation, disability or veteran
www.bloomu.edu
IMPACT 2015
Building on the Past, Leading for the Future
Performing Arts Box Office
Room 101 Haas Center for the Arts
Bloomsburg University
400 E. Second St.
Bloomsburg, PA 17815
Bloomsburg University
400 East Second Street
Bloomsburg, PA 17815
www.bloomu.edu
COACH:
Josh
Blue
Celebrity
Artist
Series
2011-2012 Season
This show contains frank language and may
not be suitable for all ages.
www.joshblue.com
The U.S.
and the
Arab Spring
Saturday, Oct. 29, 2011
8 p.m., Haas Center for the Arts, Mitrani Hall
$29.50/$16.50 Child/$14 BU Student
ENCORES
The Untold Story of
College Basketball
Legend Al McGuire
Renowned sportscaster, Emmy winner
and playwright Dick Enberg’s Coach is
an accurate portrayal of Al McGuire’s
outsized personality, career and life. McGuire led the Marquette basketball team
to win the NCAA Championship in 1977,
then continued his career as a witty and
entertaining sportscaster for NBC and
CBS where he partnered with Enberg. He
died in 2001 of leukemia. Cotter Smith,
star of stage, screen and television and
a frequent guest star in series such as
Ghost Whisperer, Without a Trace and
NCIS, delivers Enberg’s tribute to a true
sports legend. A one-man show that
debuted at Marquette in 2005 has
been touring ever since revealing
the lasting impact McGuire had on
Enberg and many others. Enberg
will give a video welcome and
introduction to the Bloomsburg
University audience.
www.obbnyc.com/#coach
Friday, Nov. 4, 2011
7:30 p.m., Carver Hall,
Kenneth S. Gross Auditorium
$29.50/$16.50 Child/$14 BU Student
Exhibit: Wendy
Kawabata (works on paper) –
Edward Said
Professor
Sept. 19 - Oct. 14, 2011, Haas Gallery.
of Modern Arab Studies
BU Choirs Fall Choral Festival – Sunday, Oct.
Columbia
University
16, 2:30 p.m., Carver Hall, Gross Auditorium.
Free and open to the public.
Performances sponsored by the Bloomsburg University Department
of Music,
Theatre
and Dance.
(Free
unless
noted otherwise.)
Sponsored
by the College
of Liberal
Arts and
the Department
of History.
Chamber Orchestra Concert – Sunday, Oct. 30,
2:30 p.m., St. Matthew Lutheran Church, 123
N. Market St., Bloomsburg. Featuring Kristen
Jelinek, flute and Andrea Wittchen, harp.
Featuring Women’s Choral Ensemble, Husky
Singers and the Concert Choir. Eileen Hower
and Alan Baker, conducting.
Percussion Ensemble – Tuesday, Nov. 8,
7:30 p.m., Mitrani Hall, Haas Center for the
Arts. Gifford Howarth, directing.
Exhibit: Eunkang Koh (works on paper) –
Oct. 28 - Nov. 30, 2011, Haas Gallery.
Theatre: The Burial at Thebes, by Seamus
Heaney, Nov. 9-13, Alvina Krause Theatre, 226
Center St., Downtown Bloomsburg.
www.bloomu.edu
Page 9
University Colors
Bloomsburg University’s official colors are maroon and gold.
The Pantone numbers for the colors are:
Pantone 209
CMYK=0/100/34/53
RGB=134/0/56
Maroon: PMS 209
Gold: PMS 129.
Metallic Gold: PMS 874.
Additional color considerations
Pantone 874 (Metallic)
CMYK=0/20/50/30
The posibilities of color in design are nearly endless and hard and fast rules are
difficult to make.
However a few suggestions:
1) Intermingling the maroon with the Yellow Gold can be a visually
overpowering combination.
2) Because both maroon and gold are warm colors, balancing those colors
with cooler hues can create a sophisticated and versatile look.
Pantone 129
CMYK=0/10/100/0
RGB=255/221/0
Here are some examples of color use in university publications.
In example on the far left, a Bloomsburg’s maroon is overlaid in a block
on metallic silver. Yellow gold is used for directional elements on
the page and a grassy green is used in the art elements.
In the center example, a deep green is used to suggest warmth and
depth. Bloomsburg’s maroon and gold are featuring, along with a
pepper-orange color for “Vibrant.”
In the far right example, metallic gold headlines, white text and a tone of
black is overlaid a black background for a subtle understated look.
Yellow is once again, used for directional elements.
15

Bloomsburg University
of Pennsylvania
81
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Engage your future
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83
sburg University and the Town of Bloomsburg
e mile south of exit 236, Interstate 80, in
central Pennsylvania.
ium-sized metropolitan area of Wilkes-Barre/
on is an hour drive north. The larger cities such
entown and Harrisburg are about 2 hours drive
Major cities of Philadelphia and New York City
e reached in about 3 hours drive.
95
university overview
95
Bloomsburg University of Pennsylvania is one of the 14 public universities in the
of Higher
Challenging. Exciting. Pennsylvania
Welcoming. State System
The Right
Size Education. Enrollment totals about 9,500
under-graduate and graduate students.
Bloomsburg’s 10,100 students experience
Enjoy personal attention, form life-long
Programs: 54 undergraduate programs and 20 graduate programs.
personal growth, new perspectives, expanded
friendships and find security in an extended
horizons. Gain confidence, Faculty:
earn respect,
family
caringdoctoral
people. Learn
from nearly
373, full time,
mostofwith
degrees
discover strength. Find new beginnings and
400 full-time faculty, most with doctoral
Campus:
282
acres, 54
buildings,
a short campus
walk from
downtown Bloomsburg.
second chances. Bloomsburg
is not too
close
degrees.
Live onjust
a 282-acre
where
modernisresidence
halls and
threewalking
apartment
complexes
and not too far from home.Seven
The university
everything
is within
distance.
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large enough to offer the programs
and services
security,
opportunity
and
a senseuniversity
of belonging.
dining facilities,
student
union,
recreation
center,
store, library and
you need, but small enoughintercollegiate
to feel comfortable.
Bloomsburg is a great place to be you.
sports facilities.
Activities: More than 160 student organizations, intramural athletics and club
sports.
81
15

84
11
Bloomsburg
University

80
80
400 East Second Street
BLOOMSBURG 
Bloomsburg,
PA 17815
78
476
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81
01
95
76
83
Bloomsburg University of Pennsylvania is committed to affirmative
action by way of providing equal educational and employment
The
Right
opportunities for all persons without regard
to race,
religion,Location
gender, age, national origin, sexual orientation,
disability or veteran
The university
is one mile south of exit 236,
status.
www.bloomu.edu
The business district of downtown Bloomsburg, featuring
shops and restaurants, begins just a block from campus.
Allentown, 1.5 hours
Altoona, 2.25 hours
Conshohocken,
2 hours
Downingtown,
2.5 hours
Civic Engagement
The Civic Engagement LLC welcomes all freshmen who are pursuing any
major or are presently undeclared. This community focuses on making a
difference in our society through engagement in civic life and stresses the
importance of being involved in political and community-wide change.

Take a university seminar that stresses the importance of the link
between education and community activism and courses in Political
Science, History, and English that fulfill your general education
requirements

Participate in local and national political campaigns

Visit national government monuments and sites

Volunteer with local aid groups

Become involved with campus action groups
95
Interstate 80, in northcentral Pennsylvania.
Travel Times
Community
welcoming
vibrant
Community
serve
cation
Doylestown, 2.5 hours Reading, 1.75 hours
Harrisburg, 1.5 hours Scranton/Wilkes-Barre,
Lancaster, 2 hours
1 hour
Lower Bucks County,
Stroudsburg,
2.5 hours
1.5 hours
Philadelphia, 2.25 hours Williamsport, 1 hour
Page 10
Typography
Publications produced by the office of marketing and communications use two typeface families predemoniantly.
The serif type family is Caslon and the sans serif type family is News Gothic.
More information about Caslon and News Gothic types is on the following (facing) page.
Typography is the “voice” of a publication and it plays an important role in established the tone of the individual piece and
shapes how the whole institution is viewed. Gimmicky typography gives the specific piece, and institution, a gimmicky
voice.
Property and Ownership
The design and content of all printed and electronic university publications, including the university Web site, are the
property of Bloomsburg University, except previously copyrighted and/or trademarked materials used with permission.
New publications may be copyrighted by BU.
Stationery, Envelopes and Business Cards
Stationery and Envelopes
A consistent image for all departments and offices is promoted through common letterhead and envelopes. Letterhead
and envelopes with the logo may not carry an individual’s name, but may have a department or office designation. Written
requests for specific department and office letterhead stationery should be directed to the marketing and communications
office. For mass mailings, envelopes may be ordered in quantities of 500 or greater (keeping in multiples of 500) with
individualized cost code numbers printed on the front. Requests for pre-printed envelopes with the university logo may be
directed to the university storeroom.
A limited number of units are permitted to use specialized stationery featuring individual, rather than university, logos.
Units which have approved independent logos primarily correspond with external audiences as individual entities and may
be involved in entrepreneurial activities. Entities such as the University Store, The Bloomsburg University Foundation Inc.,
the Corporate Institute, and the Institute for Interactive Technologies may not combine their logos with the Bloomsburg
University logo. Their letterhead must designate their affiliation with Bloomsburg University of Pennsylvania and the
Pennsylvania State System of Higher Education across the bottom margin.
Business Cards
Faculty and staff members may obtain business cards carrying the university logo with authorization from their supervisor
or department chairperson. Duplicating Services approves card design and content. To order cards, employees should
submit the official order form found on the S drive, complete with the supervisor’s signature and cost code. Approved
requests will be forwarded to Duplicating Services. All cards are run in lots of 500. Each card may contain up to 15 lines of
information, each approximately 30 characters in length. This includes:
Up to five lines of personal information, such as name and title.
Up to five lines of address information—three customized lines and two with the university’s general mailing address:
400 East Second Street, Bloomsburg PA 17815-1301.
Up to five lines of communication information, such as e-mail address, Web URL, office telephone number, and fax and cell phone numbers.
The
serif
type
Caslon
Page 11
Caslon type is an ideal choice for Bloomsburg
University because it can be used as a text
face for formal documents, a display face for
advertising and promotional materials, and yet
retains a friendly approachability that suits BU’s
friendly and unpretentious roots.
The 224 variant has greater contrast between
thick and thin strokes, and is used on this
page for the main headline as an example of
its usefulness in display work. The 540 variant
has a lighter weight, making it attractive in
applications where a very soft touch is required.
Adobe Caslon Pro comes in regular,
semi-bold and bold weights, with italics of each
weight, making it ideal for most projects.
Caslon type has a strong connection to
American (and Pennsylvania) history and was
used to print The Declaration of Independence.
ATg
The
sans-serif
type
Recognize Caslon: The A has a concave
hollow at the apex while the serifs of the
T both slant inward, forming a bowl.
The ear of the g arches calligraphically.
Adobe Caslon Pro (regular) is shown at
left. At right, Caslon 224 (book).
ATg
News Gothic
Sans serif types are useful for their architectual
properties that convey information efficiently while
complementing, rather than competing with art
elements in a design. Sans-serif types are also used
to contrast with serif types on a page.
However, most non-specialists have a difficultly
distinguishing between various sans-serif types.
News Gothic and similar types can be most easily
distinguished from Swiss types (such as Helvetical
or Arial), by the lower case g, which retains the
traditional double story.
News Gothic and similar types also retain
calligraphic elements, such as the ear on the
lowercase g, the swash on the uppercase Q and the
chin of the uppercase G. Additionally, strokes, rather
than being perfectly uniform, show slight tapering
when they meet.
News Gothic is used extensively in media (ex.
STAR WARS opening credits) and in the publishing
industry.
The extended type family, Benton Sans, is based
upon News Gothic.
gGQ gGQ gGQ
News Gothic Light 72 pts.
News Gothic Medium 72 pts.
New Gothic Bold 72 pts.
Page 12
Logo and Trademark Licensing
Administrative Policy Statement
Introduction
Bloomsburg University owns and controls the use of its name(s) and other marks, logos, insignias, seal, designs or symbols
that are associated with the university. These include, but are not limited to, the words “Bloomsburg University,” “Bloomsburg,” “BU,” “Bloomsburg Huskies,” “Bloomsburg University Huskies,” along with the university seal, institutional marks or
any derivations there from.
In order to meet the public demand for goods bearing Bloomsburg University marks, Bloomsburg allows manufacturers of
these goods to acquire a non-exclusive or, in some cases, an exclusive, royalty-bearing license to produce, market and sell
such goods. Bloomsburg University is represented in these licensing matters through an exclusive agency agreement with
Strategic Marketing Affiliates Inc. (SMA) of Indianapolis, Ind. The contact person at SMA is Holly White, 317-829-5690
or hwhite@smaworks.com. The administrative responsibility for the licensing program rests in the marketing and communications office and the point person is Tom McGuire. All artwork approvals for university must be approved by McGuire
or his designee.
The purpose of this policy statement is to provide guidance as to the permissible use, as well as restrictions on the use, of
Bloomsburg protected marks. This policy statement also sets forth the responsibility for granting permissions and licenses
for such use.
Any individual, organization or company wishing to use Bloomsburg University trademarks for any purpose must obtain
permission to do so from Bloomsburg University. All commercial use of Bloomsburg’s trademarks must be licensed and
shall be regulated by the marketing and communications office of Bloomsburg University.
Use of Bloomsburg University’s marks without license or permission is strictly prohibited. Bloomsburg University will take
whatever measures necessary to protect its trademarks from infringement.
Definitions
Trademark means a name or symbol or combination of both which identifies the source of a product or service. In the case
of licensed goods, a trademark indicates affiliation or sponsor rather than producer. In practice, a trademark also enhances
the desirability of a product and, when properly controlled, can increase the value of the product as well as the goodwill
inherent in the mark.
For the purposes of this document, “trademark” is used to indicate any or all of the following: trademark, trade name, service mark, logo, insignia, indicia, emblem, symbol, identifying mark, mark and name.
Infringement means unauthorized use of a trademark that belongs to another, or use of a trademark so similar to that
of another as to cause confusion in the minds of the public as to the source (affiliation or sponsorship) of the product or
service.
Licensing agent means one who acts on behalf of another on issues related to the manufacture, distribution and sales of
goods bearing protected marks.
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Licensor means one who contracts to allow another (licensee) to use licensor’s property (trademark) in exchange for payment, usually royalty as a percent of sales.
Authentic means the article is identical to what players and coaches wear during games or practices.
Replica means the article looks identical to what players and coaches wear, but may vary as to material, quality or manufacturer. Replicas are not the same as authentic.
Licensing Requirements
Any manufacturer wishing to use Bloomsburg University’s marks on its products must be properly licensed to do so. SMA
is Bloomsburg’s authorized agent for trademark licensing purposes. SMA is authorized to license manufacturers meeting Bloomsburg University’s qualifications. Except for promotional licenses, Bloomsburg University will not issue licenses
directly.
Distributing, brokering or retailing of licensed goods does not require a license, nor will licenses be issued for such purposes.
Private Use of the Marks
The use of the Bloomsburg University marks to promote a commercial entity is prohibited. Any use of the marks, which
states an endorsement or approval of a product, service or company is prohibited.
Use of the Marks
The use of the Bloomsburg University name, trademarks or logos in conjunction with a commercial promotion may be
permissible if the following criteria are met:
1. The promotion must be beneficial to Bloomsburg. This benefit may be tangible or intangible.
2. The use must be consistent with Bloomsburg’s institutional mission, values and standards of excellence.
3. The use must be consistent with all other provisions of this logo and trademark licensing policy.
Requests for such use shall be reviewed at an appropriate level within the university to assure that these criteria are met.
Each request will be specifically approved in writing. Bloomsburg University may require that such promotions operate
under a promotional license.
Promotional License
A promotional license is a limited term contract between Bloomsburg University and a company, organization or individual in which permission is granted to use Bloomsburg University marks in a commercial promotion. A fee may be charged
for promotional licenses. Bloomsburg must approve all promotional material in advance.
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Use of the Marks in Named Events
When a Bloomsburg University team is an invited participant in an event where the event sponsor’s name and/or logos are
used to name the event, Bloomsburg allows the use of its marks in conjunction with the sponsor/event names and logos to
promote the event. Each such use must be specifically approved by Bloomsburg University.
Use of the Marks in Pennsylvania State Athletic Conference
Promotions
When the Pennsylvania State Athletic Conference and its member schools agree to promote the conference and its
member schools through a commercial sponsorship, Bloomsburg University shall allow the use of its name and logos in
conjunction with the PSAC logos, the member schools’ logos and the sponsors’ logo. Each such use must be specifically
approved by Bloomsburg University.
Product Design Approval
Bloomsburg University shall approve each use of its marks on a per product, per design basis. Licensees must submit each
product or design to SMA for approval by Bloomsburg.
Bloomsburg University will not approve the use of its marks on the following products:
Alcohol
Tobacco
Controlled substances
Sexually oriented products or designs
Religious products or designs
Political products or designs
Games of chance
Appliqués, patches or heat transfers for retail sales
In addition, Bloomsburg University will not approve the use of its name or marks in text or graphics which are judged
to be sexually suggestive, denigrate any groups, including another college or university, or infringe on the rights of other
trademark owners. Bloomsburg will not approve products which to not meet minimum standards of quality and/or good
taste or are judged to be dangerous and/or carry high product liability risks.
Bloomsburg University will not approve the use of its marks on any product or design which, in Bloomsburg’s
sole judgment, may violate NCAA rules. This applies to product designs incorporating:
Jersey numbers, except on authentic or replica merchandise
Photos or any other likeness of a student athlete
Names of student athletes
Nicknames of student athletes
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Bloomsburg University will approve products or designs incorporating only current marks. Marks which are obsolete or
replaced by updated marks will continue to be protected by Bloomsburg University, but will not be approved for use in new
products or designs.
Royalties
All licensed goods manufactured for sale to the public are subject to a royalty. The royalty rate is designated by Bloomsburg University and is subject to change by the university. The royalty is paid on wholesale sales by the manufacturer of the
goods. SMA administers the royalty policy.
Bloomsburg University may grant exceptions from royalty payments in special cases and with regards to the samples above.
Approval for this exception will need to come from the communications office in writing and be shared with SMA for
administration.
Bloomsburg University may grant exceptions from royalty payments in the following cases:
Goods purchased by BU for its internal use
Goods purchased by BU student organizations for bonafide fundraising purposes approved by the Office of Marketing and Communications
Goods purchased by the Alumni Association for internal use
Goods purchased by faculty and staff for internal use
Goods purchased for promotional use for prospective students, employees, or athletic events and athletic camps.
All goods bearing Bloomsburg University marks must follow the normal approval process, whether exempted from royalties or not.
Disbursement of Royalty Income
Royalties generated by the licensing program shall be deposited into Bloomsburg University’s scholarship fund. Further
disbursement of these funds is at the discretion of the executive staff.
Guidelines for Logo Use
See guidelines on page 7 of this publications guide.
Judging Acceptablity
Bloomsburg University encourages creative uses of its marks in promoting school spirit. Bloomsburg recognizes that its
licensees are creative in this regard and that some concepts or designs developed by licensees may not clearly fall within
the guidelines of this administrative policy statement. When this occurs, Bloomsburg University will be the sole judge of
acceptability.
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