Graphic identity guide
1Introduction
4
1.1
4.1University Seal
2
Guidelines
1.2
Identity Policy
Our Message
2.1Core Brand Value
2.2
Key Messages
2.4 The Power of X
Other Logos
4.2Athletics
5
Assets
6.10 Video Sign-off
6.11 Website banner treatments:
University-wide Homepage
6.12Print: Sample Publications
6.13Print: Sample Publications with Photos
5.1Typography: Primary (Sans Serif)
6.14Print: Preferred Placement on
Publication Back Covers
5.2Typography: Secondary (Serif)
6.15Print Advertisements
5.3 Color Palette
6.16 Billboards
5.4Color Palette: Formulas
3
Elements of the Identity System
3.1
Logomark
3.2
Signatures
3.3Department Signatures
3.4Clear Space Requirements and
Component Spacing*
3.5Coloration Options
3.6Unacceptable Signature Treatments
3.7
Graphic Identity Visual Extension
5.5Color Palette: Color
Combination Options
6
Sample Applications
6.1
Stationery: Letterheads
6.2
Stationery: Letterheads with
Special Taglines
6.3
Stationery: Letter Text
6.4
Stationery: Other Letterheads
6.5
Stationery: Envelopes
6.6
Stationery: Business Cards
7
Appendix
7.1Usage Matrix
7.2
File Naming Guide
6.7E-mail Sign-off
6.8E-mail: Formal and Promotional
6.9Presentation: PowerPoint Slides
WWW.XAV IER.EDU/BRAND
c ont en t s
ii
1. INTR O DUCTI O N
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
Contact In format i on
Marketing and Printing Services
mps@xavier.edu
513 745-3431
IN TRODU CTI ON
WWW.XAV IER.EDU/BRAND
Introduction
Like people, no two universities are exactly alike. Each has a tradition and characteristics
that make it unique. Each has a different story to tell and different ways in which to tell
it. Xavier’s story reaches back almost 500 years, to the founding of the Jesuit order of the
Catholic Church and to a mission of service to others that’s as relevant today as it’s ever
been.The richness of this story can be told through the support of the resources in this
guide.
USING THIS GUIDE
1.1
G u i del ines
L ogos and S tat i onery
All requests for logo uses and for business cards, letterhead, envelopes, etc., are to be made through the office of
marketing and printing services. Only approved graphic standards can be used.These standards can be found
online at www.xavier.edu/mps.
Printing
All non-classroom materials in excess of $100 are to be obtained through the office of marketing and printing
services.This office will assist in determining the best production method to meet individual budget and timeline specifications. Printed materials will be produced either by the campus print shop or outsourced by the
office of marketing and printing services.This office, in conjunction with the office of purchasing, has obtained
contracts with outside vendors to ensure competitive pricing as well as consistent and quality materials.The
length of time for production depends on the complexity of the job and on advance planning.
Campus S i gnage
The office of marketing and printing services will assist in the development of all permanent University signage.
Upon approval, physical plant will assist in production, purchase and placement of signage.
High Volume Copying
The Xavier document center, located in the Gallagher Student Center, is available for use for internal communication and classroom needs. Communications intended for audiences external to Xavier should be requested
through the office of marketing and printing services.This office will assist in determining the best production
method to meet individual budget and timeline specifications.
A dvert i s i ng
The office of marketing and printing services will assist in the creation, approval and placement of all University
advertising, both print and electronic (i.e. newspaper, radio,TV ads; billboards, web-based ads, etc.)
E - Communi c at i ons
The offices of web resources and services and marketing and printing services will assist all divisions, departments and offices in developing and maintaining an electronic presence that is consistent with University
standards.This includes web and mass e-mail communications.
IN TRODU CTI ON
XAV IER UNIER.EDU/BRAND
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IVERS ITY GRAPH IC IDEN TITY GUI DE
gu i del i nes
1.2
2 . O UR M E S S A G E
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
What We Stand For
We believe it’s our responsibility to make a difference in the world
Most schools define success rather narrowly, by facts, figures and finances.We measure
excellence through a wider lens. As a Jesuit, Catholic university, we’re called to a higher
standard—to make a lasting, positive impact on the lives of those around us.The Xavier
story is about being part of something larger than one’s self. It’s about an institutional
commitment and culture to serve others and contribute to the greater good. Excellence
through impact.That’s the Power of X.
OUR MESSAGE
WWW.XAV IER.EDU/BRAND
C O R E B R A N D VA L U E
2.1
What Sets Us Apart
We carry on one of the world’s great educational traditions
Innovative from its inception almost 500 years ago, and still revolutionary today, the Jesuit
tradition calls for the education of the whole person, the importance of critical thinking,
a commitment to social justice, and adherence to the highest standards of scholarship and
ethics. As one of 28 Jesuit colleges and universities nationwide, Xavier offers an intensive academic experience rooted in a broad core curriculum and bolstered by a range of
specialized programs.The power of this approach has been affirmed again and again by
U.S. News & World Report, which has ranked Xavier among the top 10 universities in the
Midwest for 15 consecutive years.
Our learning environment is truly student-centric
In an age of increasingly impersonal education, Xavier stands firm in its commitment
to inspire, challenge and guide each and every student.We believe “demanding” and
“supportive” are two sides of the same coin.We deliver on that promise with a degree of
individual attention that large public universities cannot match, academic programs that
consistently earn high national rankings, a graduation rate that’s No.1 in the Midwest, and
some of the nation’s best rates for job and graduate school placements.
OUR MESSAGE
WWW.XAV IER.EDU/BRAND
KEY MESSAGES
2.2
Our values, beliefs and passions run deep
We are defined by and firmly rooted in our Catholic beliefs, yet we are a spiritually diverse
campus.There are at least 15 different faith backgrounds among the student body, which
serves as evidence of the welcoming environment and common ground we work every
day to foster. In an age defined by lack of civility and “whatever” attitudes, Xavier is a place
where students can discover that mutual respect is possible, that dialogue makes a difference, and that the desire to make the world a more just place knows no bounds.
The Xavier advantage is inextricably tied to our hometown
We strengthen and are strengthened by Cincinnati, enjoying a vibrant and rewarding
relationship with the economic, civic and social infrastructures of the nation’s 24th-largest
metropolis. Our students benefit from a rich array of experiences and resources
throughout the region, including a job market featuring hundreds of Fortune 500 companies and an alumni network populated by more than 30,000 graduates.
OUR MESSAGE
WWW.XAV IER.EDU/BRAND
KEY MESSAGES
2.3
TAGL INE
The Power of X tagline should not be used as part of
the signature configuration.
The Power of X should be treated as a statement
relating to an image or concept. It should help the
interpretation of an image or it should support
the idea expressed in the main headline or design.
T
H
E
P
O
W
E
R
O
F
X
In marketing communications, it should be used
in very few but well-targeted places, where it makes
sense. It should never be used twice on the
same page.
Avoid applying it in a frivolous manner, and to less
important communication items, so as not to diminish its meaning, gravity and established reputation.
The Power of X may be used in a sentence or a
headline.
Approach: implementation
Sample Applications
Discov e r
THE POWER OF X
The power of
X
Discover The power of X
7
OUR MESSAGE
WWW.XAV IER.EDU/BRAND
Lipman Hearne Chicago | Washington, D.C.
T H E P O W E R OF X
2.4
3 . E L E M ENT S O F
THE IDENTITY S Y S TE M
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
The Xavier University logomark was designed to
reflect the equity and distinctiveness of Xavier’s athletic X while incorporating the University’s historic
Jesuit mission and academic pedigree..
•The shield reflects tradition, academic excellence,
prestige and power.
• The cross and fleur-de-lis, a symbol with rich,
religious history dating back to the Middle Ages,
reflect our spiritual heritage and mission of service
to others.
Primary logomark
The logomark has been designed to function as part
of a flexible and cohesive visual system. The only
acceptable Xavier University logomarks* (shield
symbols) are pictured on this page.They may not be
reconstructed or altered in any way. They must be
reproduced from high-resolution digital files.
Guidelines for its use are provided in this guide. For
questions regarding its use, contact the Office of
Marketing and Printing Services: mps@xavier.edu,
513 745-3431.
3-dimensional logomark
When using the logomark symbol by itself, the
Xavier University name must appear elsewhere on
the page.
3-D logomark
A special 3-D version of the logomark was created
for use in digital media and on promotional materials
where there is a need to place it over photography
or over a background with texture. A subtle drop
shadow should be added to the 3-D logomark as
shown here. The direction of the drop shadow can
be changed.The drop shadow should be rendered in
black and it should overprint the background.
* There is also a Xavier University Athletic logomark that is
acceptable to use within the constraints of it’s guidlines. Please
contact
ELEMEN TS O F T HE IDEN TITY SYSTEM
WWW.XAV IER.EDU/BRAND
LOGOMARK
3.1
The logomark (the shield symbol) combined with
the wordmark (the uniquely typeset college name)
are referred to as a signature.Various signature configurations allow the designer maximum flexibility.
Different signature configurations use different size
relationships between the logomark and the wordmark. Signatures may never be recreated or redrawn.
Always use the approved electronic files, available
through the Office of Marketing and Printing
­Services: mps@xavier.edu, 513 745-3431.The logo
can be downloaded at www.xavier.edu/brand
Horizontal Signature
Vertical Signature
Logomark
(shield symbol)
Wordmark
Signature
Horiz ontal si gnat ure
This is the primary signature configuration.
VERTICAL s ignat ure
This is an alternate signature configuration, designed
to be used in a narrow vertical space.
DISPLAY s ignat ure
This is an alternate signature configuration, designed
to be used primarily on large displays such as signage
and banners, or on gift items such as hats and t-shirts.
3-dimens ional D I S P L AY SI G N ATU R E
The 3-dimensional version of the signature is
intended for use in digital media and on promotional
materials where there is a need to place it over photography or over a background with texture.
ELEMEN TS O F T HE IDEN TITY SYSTEM
WWW.XAV IER.EDU/BRAND
Display Signature
3-dimensional Display Signature
A drop shadow may be
applied to the shield only.
Do not apply a drop
shadow to the wordmark. The drop shadow
does not exist as part of the
electronic signature and it
should be applied in the
layout program (InDesign or
­Photoshop). The direction
of the drop shadow can be
changed. The drop shadow
should be rendered in black
and it should overprint the
background.
S I G N AT U R E S
3.2
As much as possible, the Xavier University signatures
should be used with schools, centers, institutes and
colleges.The preferred identification of departments
is by incorporating their names in address blocks (see
page 6.1) and headlines.
Horizontal Signature 1
Signatures for individual schools, centers, institute s
and colleges within Xavier University are built on
the primary signature using a template.The Williams College of Business signatures are shown here
as an example.When producing signatures for other
entities using the template, make sure to retain established size relationships and component spacing.The
font used for the school, center, institute and college
is Bembo, set in all caps and screened 50 percent.
The school, center, institute and college signatures
exist in both horizontal and vertical configurations.
Vertical Signature 1
WILLIAMS COLLEGE
OF BUSINESS
WILLIAMS COLLEGE
OF BUSINESS
Horizontal Signature 2
Xavier Signatures with Secondary Names
In instances where Xavier University needs to be
emphasized and the school, center, institute and college name is ­secondary—this version should be used.
Note that in this signature the color of the schools,
centers, institutes and college name is the same as the
color of Xavier name, but screened 50 percent.
WILLIAMS COLLEGE
OF BUSINESS
Secondary Signatures with Xavier Name
In instances where the school, center, institute and
college name needs to be emphasized—this version
should be used.
Vertical Signature 2
WILLIAMS COLLEGE
OF BUSINESS
ELEMEN TS O F T HE IDEN TITY SYSTEM
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D epartmen t S IG N ATU R E S
3.3
apply ing the L ogot ype
Example 1
As shown in example 1, at least a zone of white
space the size of the X in Xavier must be maintained
around the logotype except when it appears with the
address block.
X height
X
width
The address block is a standard element that has
been developed to accompany the logotype.The
logotype/address block combination must appear
on the back of all brochures, pamphlets or on the
mailing panel of newsletters and any other university
publications.
In example 2, the address block includes a specific
college designation.The department or office title is
set in Frutiger Semi-Bold 7.5 pt. This style is appropriate for the back cover of publications coming
from the Office of Marketing and Public Relations.
If you need a specialized address block with your
own departmental zip code and phone number,
contact the office of marketing and printing services
at mps@xavier.edu.
X
width
X height
Example 2
X height
X
width
X
width
Office of Marketing
and Public Relations
3800 Victory Parkway
Cincinnati, Ohio 45207-5141
X height
ELEMEN TS O F T HE IDEN TITY SYSTEM
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C L E A R S PAC E R E Q UI R E M E NT S
3.4
The only acceptable coloration options for the signatures and logomark are shown here.The horizontal
version of the signature is used as an example, but the
colorations apply to the vertical and display versions
as well.
The full-color and Xavier blue signatures may only
be placed on a white background.The black signature may be placed on a light color background as
long as there is enough contrast for the signature to
be legible.
Four process color
Full-color reversed
1-color blue
1-color blue reversed
The full-color reversed signature may only be placed
on Xavier blue background or black.The 1-color
Xavier blue signature may only be placed on Xavier
blue background.
The 1-color black reversed signature may be placed
on any dark color background as long as there is
enough contrast for legibility.
1-color blue reversed version may only be used with a
Xavier blue (­Pantone® 648) background.
Spe cial treatment s
A special Xavier gray version of the Xavier logomark may be used for visual enhancement purposes.
The values of the gray within the logomark may
be adjusted to create a watermark effect, or the
Xavier gray may be used at full strength to create a
decorative logomark. Some applications where such
versions of the logomark can be used include letter­
heads (as fake watermark), the back of the business
card, administrative folders, etc.
1-color black
1-color black reversed
1-color black version should be used with a background color
other than Xavier blue.
Watermark and decorative treatments
Note: the screen values of
the watermark treatments
shown here were not
tested on press and may
need to be adjusted in the
future.
ELEMEN TS O F T HE IDEN TITY SYSTEM
WWW.XAV IER.EDU/BRAND
C O L O R ATIO N O P TIO N S
3.5
improper use o f the logo
The logotype should always be sized proportionately.
The sizes and position of these two elements should
never be changed, though the logo as a whole may
be sized to any percentage.
The logotype should always be sized proportionately.
The logotype should never be expanded.
The logotype should never be condensed.
Do not tilt the logotype.
S IS
HI
NO
A
T
The following list outlines the basic rules for working with the logotype:
• Maintain the proportions of the logotype as
shown above.
• Do not obscure any part of the logo.
• Do not remove the word “University.”
• Do not add a drop shadow or any other special
effects to the logotype.
The illustrations on the following pages demonstrate
how the logo should be sized and how it should
be applied to publications, novelty items and other
materials.
XAVIER UNIVERSITY
PROGRAMS FOR
SPRING QUARTER
-N O
Do distort the logotype in any fashion.
Do incorporate the logotype into any
type elements.
Do not use the logotype with identical
type size for a title or heading.
Do not put a rule around the logotype or
use the logotype in a cut-out shape.
Do not italicize the logotype.
Do not add additional space or separate
the logomark and wordmark.
Do not change the proportion of the
logomark and wordmark.
Do not use lo resolution files for print
pieces.
XAVIER
UNIVERSITY
Do not alter the color or font of the
logotype.
ELEMEN TS O F T HE IDEN TITY SYSTEM
WWW.XAV IER.EDU/BRAND
U N ACC E P TA B L E S IG N ATU R E
TR E AT M E NT S
3.6
The visual extension of the Xavier graphic identity
was created to imbue Xavier communications with
a strong, proprietary visual presence, and to support
the primary graphic identity elements—the Xavier
logomark and wordmark—in presenting a unified and
consistent look to internal and external audiences.
The graphic expression of the visual extension was
derived from the concept of two beams of light crossing to roughly form an X shape. It signifies “coming
together” or a crossing point.The expanding nature
of the shapes implies collaboration leading to growth.
The strong presence of a “light” aspect in the visual
extension refers to spirituality and the Jesuit tradition
(stained glass).
The shapes of crossing light beams divide the visual
plane into four large areas and five smaller ones, to
create the visual extension base (Figure A). These
component shapes are filled with single-color tonal
blends derived from the Xavier color palette.To
facilitate creativity and flexibility, a number of
customizing options are allowed (Figures B–F).
When customizing the visual extension base, adhere
to the following rules:
1. Use only colors from the Xavier color palette. 2.Use only one color to create a tonal blend, but vary its density and “speed” of transition as necessary.
3. When applying a transparency effect to shapes, be mindful of undesirable color combinations the underlying image may create.
4.Avoid “tunnel” or “peak” effects—make the
direction of the blends in component shapes random. Do not direct all blends toward or away
from the crossing point.
5. Do not redraw or distort the visual extension
base image.
6.Do not rotate the visual extension image to
approximate a cross shape (+). Even the rotated
image should strongly imply its “X” origins.
ELEMEN TS O F T HE IDEN TITY SYSTEM
WWW.XAV IER.EDU/BRAND
B. One or two component
shapes can be a solid color.
Approach: implementation
C. The large component shapes
can be extended for strong
horizontal or vertical applications.
A. Visual extension base
D. The visual extension base
image can be cropped and
rotated freely as long as the
crossing point is still visible.
E. Any of the large component
shapes can be filled with a
­photographic image instead
of color.
Discov e r
F. The transparency feature
can be applied to individual
shapes especially when integrating with photography.
G R A P HIC I D E N TITY V I S U A L
E X T E N SI O N
The powe
3.7
4 . O THER L O G O S
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
THE UN IVERS ITY S E A L
Four process color
1-color black
The Xavier University seal has historical signifcance
and is rooted in the Jesuit tradition.The seal symbolically represents the University’s origin, values and
spiritual foundation.The seal is used for official correspondence and documents and is primarily used
by the office of the president. Permission to use
the University seal must be obtained from the
office of marketing and printing services.
At the center of the seal is a shield divided in half
vertically. On the left, from the Xavier family coat of
arms, is a pattern of vertical stripes.
On the right side, a black-robed arm holding a
crucifix extends, symbolizing St. Francis Xavier, a
founding member of the Jesuit order. Below, three
seashells symbolize St. Francis Xavier’s three journeys
to the Far East.
Surrounding the shield are inscriptions describing
the University’s heritage: above is the Jesuit seal, IHS,
the first three letters of the Greek word for Jesus;
below, the Jesuit motto, AMDG (Ad Majorem Dei
Gloriam: in English, “To the Greater Glory of God”).
On the ribbon beneath the shield is the motto,Vidit
Mirabilia Magna (“He has seen great wonders”). In
its full context, the motto affirms that the person
who has “inquired into righteousness has awakened
to her admirable grandeur.”The outer rim of the seal
bears the Latin inscription:
UNIVERSITAS XAVERIANA
CINCINNATENIS
M•DCCC•XXX•I
(1831, date of Xavier’s founding)
OT HER LOGOS
WWW.XAV IER.EDU/BRAND
1-color blue
2-color blue and gray
uni vers i t y seal
4.1
AThletics
Using the Logot ype
Xavier’s athletic logo is primarily used by the department of athletics. The athletic logotype should never
be used to replace the official University logotype
without permission.There is a family of logos as
well as a variety of color combinations using dark
blue (PMS 289) and gray (PMS 422). Permission to
use the athletic logotype must be obtained from the
department of athletics at 513-745-3604 or
hicksb@xavier.edu.
Merchand ise L i censi ng
The Licensing Resource Group (LRG) is the licensing representative for the university. As such, LRG is
responsible for administering the licensing program;
including processing applications, collecting royalties
and enforcing proper usage. Use of any university
trademarks requires approval from LRG. Companies wishing to apply for a license to use the Xavier
University trademarks should first contact LRG at
the following address:
The Licensing Resource Group, Inc.
442 Century Lane, Suite 100
Holland, Michigan 49423
Telephone: (616) 395-0676
Facsimile: (616) 395-2517
Online at lrgusa.com
Individuals and suppliers who use Xavier University
trademarks without permission are subject to:
• Cease-and-desist notice
• Seizure of all unapproved merchandise, and/or
• Legal proceeding
OT HER LOGOS
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At hlet i c s
4.2
5 . A S S ET S
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
SANS SER IF T Y P EFAC E
Frutiger Light Condensed
The primary typeface for the Xavier University
identity is Frutiger. It is available in a variety of
weights and condensed, allowing for flexibility in
design. Frutiger is a simple, clean and robust sans
serif type that is highly legible. It can be used to
set headlines as well as running text. It can be used
for print applications; its use on the web should
be limited to headlines and other elements that can
be saved as graphics.
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Web Use
On the web, whatever is set in Frutiger should be
saved as a graphic.
Substitute Typefaces
The following typefaces are recommended for text on
the web and as alternatives to the primary sans serif
typefaces when Frutiger is not ­available—particularly
for uses such as word processing and PowerPoint.
Helvetica
Frutiger Condensed
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Bold Condensed
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Black Condensed
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Extra Black Condensed
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Light
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Roman
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Bold
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Black
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Frutiger Ultra Black
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
ASSE TS
WWW.XAV IER.EDU/BRAND
T Y P O G R A P H Y:
P R I M A R Y ( S A N S S E R IF )
5.1
SERIF TYPE FAC E
Bembo Regular
The secondary typeface for the Xavier University
identity is Bembo. It is a classic font with a wide
range of weights and with oldstyle figures that
project a sense of quality and refinement. Bembo is a
fine text face because of its well-proportioned letter­
forms, functional serifs and lack of peculiarities. It
may also be used for headlines. Bembo is to be used
primarily for print applications; its use on the web
should be limited to headlines and other elements
that can be saved as graphics. It may be used as a
complementary font to Frutiger.
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Web Use
Bembo Italic
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Bembo Semibold
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Bembo Semibold Italic
On the web, whatever is set in Bembo should be
saved as a graphic.
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Substitute Typefaces
Bembo Bold
The following typefaces are recommended for text
on the web and as an excellent choice for text when
other fonts are not available—particularly for uses
such as word processing and PowerPoint.
Bembo Bold Italic
Georgia
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Bembo Extra Bold
abcdefghijklmnopqrstuwxyz
abcdefghijklmnopqrstuwxyz 1234567890
Bembo Regular Small Caps and Oldstyle Figures
abcdefghijklmnopqrstuwxyz 1234567890
ASSE TS
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T Y P O G R A P H Y:
S E C O N D A R Y ( S E R IF )
5.2
Primary Color Palette
Primary Colors
The primary Xavier University color palette is made
up of colors integral to the core of the ­identity.
The standard Xavier University signatures include
­Pantone® 648 blue, and Pantone® 877 metallic
silver or Pantone® 429 gray. The metallic silver is
preferred and should be used instead of the gray in
all print communications. Pantone® 639 bright blue
is a complementary color that does not appear in
the signature, but was selected as complementary primary color to be used in advertising and in any other
marketing communications where color is used to
strengthen the Xavier brand.
Xavier blue
Secondary Color Palette
An expanded palette of additional complementary
colors exists to enliven Xavier communications
and to facilitate creativity. It adds versatility to the
Xavier graphic identity toolbox.The colors within
the palette are intended as a starting point and ensure
cohesiveness across applications. Additional colors
may be introduced as needed but should complement the Xavier University palette.
Color formulas and equivalents are shown on the
following page.
Pantone® 877
Xavier metallic
silver
Pantone® 429
�
Xavier gray
Pantone® 639
Secondary Colors
Middle Tones
Pantone® 479
Pantone® 7456
Pantone® 562
Light Tones
Pantone® 543
Pantone® 583
Pantone® 144
Saturated Hues
ASSE TS
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C O L O R PA L ETT E
5.3
The following color formulas should be used to
ensure consistency of color across various platforms.
Pantone® spot colors and their equivalents for
4-color process printing, RGB colors for screen,
and hexadecimal colors for the web are provided.
In order to maintain consistency of color throughout
materials, several of the colors include an alternate
uncoated spot color that should be used when
­printing on uncoated paper.
Secondary Colors
Alternate formula for
uncoated paper
Pantone®
479
C 39
M 48
Y 57
K 0
R 168
G 129
B 101
hex# a88165
Pantone®
7456 C
C 55
M 35
Y 0
K 7
R 103
G 115
B 182
hex# 6773b6
Pantone®
689
C 7
M 77
Y 0
K 34
R 143
G 63
B 109
hex# 8f3f6d
Pantone®
562
C 85
M 0
Y 50
K 31
R 13
G 119
B 110
hex# 0d776e
Pantone®
543 C
C 41
M 11
Y 0
K 0
R 158
G 195
B 222
hex# 9ec3de
Whenever possible, Xavier metallic silver
(­Pantone® 877) should be used rather than Xavier
gray (­Pantone® 429).
Primary Colors
Pantone®
648
Xavier blue
Pantone®
877
C 100
M 62
Y 0
K 52
R 0
G 40
B 87
hex# 002857
spot color only
Xavier silver
Pantone®
429
Xavier gray
Pantone®
639 C
C 3
M 0
Y 0
K 32
R 165
G 172
B 175
hex# a5acaf
Pantone®
583
C 23
M 0
Y 100
K 17
R 168
G 180
B 0
hex# a8b400
C 100
M 0
Y 5
K 5
R 0
G 153
B 204
hex# 0099cc
Pantone®
144 C
C 0
M 48
Y 100
K 0
R 233
G 131
B 0
hex# e98300
ASSE TS
WWW.XAV IER.EDU/BRAND
Pantone®
7455 U
C 80
M 53
Y 0
K 0
Pantone®
544 U
C 30
M 6
Y 0
K 0
Pantone®
130 U
C 0
M 30
Y 100
K 0
C O L O R PA L ETT E : Formulas
5.4
A number of functional color palettes can be created
using Xavier primary and secondary colors.The
examples shown on this page do not constitute all
color combination options, but should be used as a
reference when developing a color scheme for any
new project.
Primary Colors and Muted Hues
Primary Colors and Mixed Hues
Note that the value relationships between colors
shown here can change significantly when these
colors are used to create color blends which are used
in the execution of the graphic identity visual extension (see page 3.9).
Primary Colors and Saturated Hues
C OLOR PALE TT E: SAMPLES
WWW.XAV IER.EDU/BRAND
C O L O R PA L ETT E :
C O L O R C O M BI N ATI O N O PTI O N S
5.5
6 . S A M P L E APP L ICATI O N S
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
To produce and to customize letterheads, use provided templates.When customizing address/contact
block info, make sure to retain the right margin and
column spacing specified on this page.
Paper specifications
For executive-level letterheads: Fox River, brightwhite,
University seal watermark, 24
lb writing
The examples on this page are shown at 75 percent of
their actual size.
All other letterheads:
Williamhouse,60 lb smooth
finish
All text—
unless otherwise noted:
Frutiger 55 Roman,
7.5pt on 9.5pt leading
EPS file:
Xav_sigH_648-877pms.eps
WILLIAMS COLLEGE
OF BUSINESS
MBA Program
3800 Victory Parkway
Cincinnati, Ohio 45207-1221
P and F: Frutiger 65 Bold
P 513-745-3525
F 513-745-2929
www.xavier.edu/mba
College: Bembo Semibold,
8pt, all caps
Office of the National
Alumni Association
3800 Victory Parkway
Cincinnati, Ohio 45207-2222
Department:
Frutiger 65 Bold
P 513-745-3337
F 513-745-3232
www.xavier.edu
2p10.5
Office of the National
Alumni Association
3800 Victory Parkway
Cincinnati, Ohio 45207-2222
7p6
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
P 513-745-3337
F 513-745-3232
www.xavier.edu
1.9257 in
Space
between
columns:
.25 in
4 in
S TATI O N E RY: L E TT E R H E A D S
6.1
This page illustrates the position of special taglines.
Such taglines should be placed away from the address
block as shown.Their typographic style may vary,
but only primary Xavier typefaces should be used.
­Bembo all caps is shown here, but Bembo Italics set
in upper and lower case, and Frutiger Regular set in
­upper and lower case are good alternatives.
Tagline Placement
Tagline aligns flush left with
the address column of the
address/contact block.
The example on this page is shown at 50 percent of its
actual size.
Office
ofDean
the National
Office
of the
Association
3800Alumni
Victory Parkway
3800 Victory
Parkway
OH 45207-3241
Cincinnati,
P 513-745-3337
T 513 745-3241
F 513-745-3232
F 513 745-2929
www.xavier.edu
www.xavier.edu
Cincinnati, Ohio 45207-2222
Month XX, XXXX
Mr. John A. Doe
Title
Home Address
City Name, State 12345-6789
Dear Mr. Doe
Et wissi tat. Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu
faccum incidui tat. Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero
dunt wisci exeraestrud ex ent eugait erit wissi. Qui essis num qui te magnit ing eum nosting exero elis
nullums andignim blan ut ilit, commolobore modolute irilit ipissi.
Facidunt praese tin ese commolore duis am, siscil ip er adip elisi blan henibh eugiam, quam vel ute vel irilit
num vel utat praesendio ea conum quat, se mod eugiam augait, commy nonsequate tisit nulla alit lorting
eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait, quam acil utatio eros nulputpat
prat lum doloborper incilis adiam zzriusci blan ut ilit, commolobore modolute consectem venit la consequ
atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt
nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat,
quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat. Duismod min heniam ip
exerit acilisis autpat luptat.
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat
autate modolortin ut luptat venis nos eu feu feugait ipit, vulla feugueriurem zzriustrud tio odigna facin
vulput acidunt velis nonsed mincillum irit, si euis digna adigna consequis aciduisi.
Sincerely,
Jane Q. Public
THE POWER OF X
2p
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
S TATI O N E RY: L E TT E R H E A D S
W IT H S P E CI A L TA G LI N E S
6.2
le tterhead
The letter should position as shown. It is recommended that it be set in 9pt Frutiger Roman with
15pt leading. See page 5.1 for alternate typefaces
to use if Frutiger is not available.
Office of CenTeR
the National 3800 Victory Parkway P 513-745-3337
CinTas
T 513 745-3241
2"
The examples on this page are shown at 50 percent
of their actual size.
F 513-745-3232
Alumni Association
F 513 745-2929
Cincinnati, OH 45207-3241
www.xavier.edu
3800 Victory Parkway
www.xavier.edu
Cincinnati, Ohio 45207-2222
Month XX, XXXX
Mr. John A. Doe
Title
Home Address
City Name, State 12345-6789
Dear Mr. Doe
Le tt er closure
These examples show how the closing of a letter
can be customized to convey specific information.
Always include the following: the name of your
office, your specific phone number, fax number and
zip + four, whether it is in the address block or the
closing.
You may also include your office location and e-mail
address.
1 1/4"
Et wissi tat. Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu
faccum incidui tat. Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero
dunt wisci exeraestrud ex ent eugait erit wissi. Qui essis num qui te magnit ing eum nosting exero elis
nullums andignim blan ut ilit, commolobore modolute irilit ipissi.
Facidunt praese tin ese commolore duis am, siscil ip er adip elisi blan henibh eugiam, quam vel ute vel irilit
num vel utat praesendio ea conum quat, se mod eugiam augait, commy nonsequate tisit nulla alit lorting
eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait, quam acil utatio eros nulputpat
prat lum doloborper incilis adiam zzriusci blan ut ilit, commolobore modolute consectem venit la consequ
atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt
nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat,
quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat. Duismod min heniam ip
exerit acilisis autpat luptat.
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat
1"
autate modolortin ut luptat venis nos eu feu feugait ipit, vulla feugueriurem zzriustrud tio odigna facin
vulput acidunt velis nonsed mincillum irit, si euis digna adigna consequis aciduisi.
Sincerely,
Jane Q. Public
Very truly yours,
Ms. Jane Q. Public
Director for Alumni Relations
1"
Phone 513-735-3000
Fax 513-745-2807
E-mail doej@xavier.edu
Closing for customized letterhead
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
s tat ionery: le t t er t ex t
6.3
Use these layout guidelines to customize letterheads
for Xavier University colleges and entities that have
their own logos.
The examples on this page are shown at 50 percent
of their actual size. See previous pages for address
block, margin and ­letter-text specs.
The Campaign for Xavier
Creating a national model of excellence
for 21st century students
1 1/4"
Placement
Whenever possible, the
address block should be
positioned in the same way
as on the Xavier University
letterhead.
Color
The color of the address block
should be the same as the
dominant color of the logo,
unless that logo is black. If
the logo is black, the color
of the address block should
be the same as on the Xavier
University letterhead.
Paper
The paper stock choice should
be driven by the unique
design of the logo.
Additional Logo Placement
If an additional logo is used, it
should be placed in the lower
right corner, aligning flush
left with either column of the
address/contact block.
Department of Athletics Office of AdmissionP 513-745-3337
T 513 745-3241
F 513-745-3232
3800 Victory Parkway
F 513 745-2929
3800 Victory Parkway
www.goxavier.com/
Cincinnati, Ohio 45207-6114
Cincinnati, OH 45207-3241
www.xavier.edu
XavierOffice
University
Office of the President P 513-745-3337
T 513 745-3202
of the National
F 513 745-4223
F 513-745-3232
Alumni Association3800 Victory Parkway
Cincinnati, OH 45207-7760www.xavier.edu
3800 Victory Parkway
www.xavier.edu
Cincinnati, Ohio 45207-2222
Month XX, XXXX
Month XX, XXXX
Mr. John A. Doe
Mr. John A. Doe
Title
Title
Home Address
Home Address
City Name, State 12345-6789
City Name, State 12345-6789
Dear Mr. Doe
Dear Mr. Doe
Et wissi tat. Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla
Et wissi tat. Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu
feu faccum incidui tat. Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore
faccum incidui tat. Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero
dolorpero dunt wisci exeraestrud ex ent eugait erit wissi. Qui essis num qui te magnit ing eum
dunt wisci exeraestrud ex ent eugait erit wissi. Qui essis num qui te magnit ing eum nosting exero elis
nosting exero elis nullums andignim irilit ipissi.
nullums andignim blan ut ilit, commolobore modolute irilit ipissi.
Facidunt praese tin ese commolore duis am, siscil ip er adip elisi blan henibh eugiam, quam vel ute vel
Facidunt praese tin ese commolore duis am, siscil ip er adip elisi blan henibh eugiam, quam vel ute vel irilit
irilit num vel utat praesendio ea conum quat, se mod eugiam augait, commy nonsequate tisit nulla alit
num vel utat praesendio ea conum quat, se mod eugiam augait, commy nonsequate tisit nulla alit lorting
lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait, quam acil utatio eros
eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait, quam acil utatio eros nulputpat
nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit, commolobore modolute consectem
prat lum doloborper incilis adiam zzriusci blan ut ilit, commolobore modolute consectem venit la consequ
venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do
atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt
do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse
nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat,
et augait venim iniat, quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat.
quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat. Duismod min heniam ip
Duismod min heniam ip exerit acilisis autpat luptat.
exerit acilisis autpat luptat.
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat
autate modolortin ut luptat venis nos eu feu feugait ipit, vulla feugueriurem zzriustrud tio odigna facin
autate modolortin ut luptat venis nos eu feu feugait ipit, vulla feugueriurem zzriustrud tio odigna facin
vulput acidunt velis nonsed mincillum irit, si euis digna adigna consequis aciduisi.
vulput acidunt velis nonsed mincillum irit, si euis digna adigna consequis aciduisi.
Sincerely,
Sincerely,
Jane Q. Public
Jane Q. Public
2p
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
s tat ionery: O T H E R le t t erheads
6.4
To produce and customize envelopes, use provided
templates. All specifications on this page should be
applied when creating envelopes of other sizes.
Paper specifications
For executive-level envelopes:
Mohawk Superfine, ultrawhite,
eggshell, 28 lb writing
The examples on this page are #10 envelopes shown at
75 percent of their actual size.
All other envelopes:
Weyerhaeuser, 50 lb Cougar
Opaque, vellum finish
Addressing
The recipient’s address should
position in the upper-left
corner of the lower right
quadrant of the envelope
as shown.
Use same type specifications as
the letter text (see page 6.2).
EPS file: Xav_sigH_648-877pms.eps
Office of Admissions
3800 Victory Parkway
Cincinnati, OH 45207-3241
Department: Frutiger 65 Bold
All text—unless otherwise noted:
Frutiger 55 Roman,
7.5pt on 9.5pt leading
1p6
Williams College of Business
4p6
Spacing: Address block positions X height from wordmark
College: Bembo Semibold, 8pt
3800 Victory Parkway
Cincinnati, OH 45207-3241
Department/Office
John Q. Public
1234 Main Street
Anytown, OH 45207
College/School/Center/Institute
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
S TATIO N E RY: E N V E L O P E S
6.5
To produce and to customize business cards, use provided templates.When customizing address block info,
make sure to retain the bottom margin and paragraph
spacing specified on this page.When adding more
lines to the business card info, make sure to maintain
the clear space requirements defined on page 3.4.
Paper specifications
For executive-level business
cards: Finch Casa, brightwhite,100 lb cover, recycled
content 30%
The examples on this page are shown at the actual size.
Back (optional)
Department
EPS file: Xav_sigV_Rev-648-877pms.eps
All text—unless otherwise noted:
Frutiger 55 Roman, 7.5pt on 9.5pt leading
College
Ima Muskie
Graphic Designer
The Power of X
Name: Frutiger 65 Bold, 9pt
P and F: Frutiger 65 Bold
P 513-745-3000
F 513-745-2807
muskie@xavier.edu
Office of Marketing
and Printing Services
3800 Victory Parkway
Cincinnati, OH 45207-7750
www.xavier.edu
Department: Frutiger 65 Bold
Alignment: Address block base aligns
1p6 from the bottom
John Q. Public
Assistant Vice President
P 513-745-3000
F 513-745-2807
publicj@xavier.edu
Williams College
of Business
3800 Victory Parkway
Cincinnati, OH 45207-7750
www.xavier.edu
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
.0625 line spacing
.1 line spacing
College: Bembo Bold, 8pt
.0625 line spacing
S TATI O N E RY: B U SI N E S S CA R D S
6.6
Full e-mail sign-off with logo
Short e-mail sign-off with logo
The email sign-off content follows in principle the
Xavier business card: The personal and contact
information is given first and the institutional informationis secondary
Note that a special version of the Xavier logomark
was ­created for the use at a very small size in web
­applications.You can access this logo on the brand
website. Do not use this version of the logomark in
print applications.The short version of the e-mail
sign-off does not include the Xavier logomark.
Building your signature
Use the guidelines at right to build your signature. If you are
choosing to use an option with the logo, go to the brand site
and you can find an email logo on the logo page. To add the
logo, go to the end of the last line of the copy, make one
return and insert that logo as a picture.
Copy and customize your logo
Go to the brand website where you will find a logo signature template. There, you can copy and paste the signature
and logo into your email page. Once pasted, you will need
to select the copy and change the font to Verdana and your
name to Verdana bold.
Rule
Eight dashes
Head
Verdana,
8’pt., caps,
bold
Body
Verdana,
8’pt
Name,
Name,
Below is an example of what a standard Xavier
Below is an example of what a standard Xavier
University signature might look like embedded into an
University signature might look like embedded into an email
email message.
message.
-------first lastName
Title
Department Name
T 513-745-0000 C 513-745-0000
www.xavier.edu/customize
-------first lastName
Title
Xavier University
T 513-745-0000 C 513-745-0000
www.xavier.edu/customize
11
11
Xavier University
3800 Victory Parkway, Cincinnati, OH 45207-0000
PNG file:
Xav_symb_smWeb_648-429_rgb.png
Full e-mail sign-off without logo
Short e-mail sign-off without logo
Font
Verdana is the approved font for the signature as well as for
the body of your letter.
Name,
Name,
Below is an example of what a standard Xavier
Below is an example of what a standard Xavier
University signature might look like embedded into an
University signature might look like embedded into an email
email message.
message.
-------first lastName
Title
Department Name
T 513-745-0000 C 513-745-0000
www.xavier.edu/customize
-------first lastName
Title
Xavier University
T 513-745-0000 C 513-745-0000
www.xavier.edu/customize
Xavier University
3800 Victory Parkway, Cincinnati, OH 45207-0000
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
e - ma i l s ign - of f
6.7
Two types of e-mail design examples are shown here.
The formal e-mail design uses the 1-color identity
extension pattern in the masthead.The masthead also
carries the Xavier signature and an “eyebrow” head.
A lightly-colored background should be used under
the html text below the masthead.The graphic and
typographic elements should not crowd each other.
The overall design should look elegant and prestig­
ious.The html text elements should be primarily set
in serif font.
The promotional e-mail design uses a 2- or 3-color
identity extension pattern in the masthead. A 3-D
Xavier logomark with drop shadow may be used
in the masthead.The html text elements below the
masthead should be primarily set in sans-serif font.
Fonts
Bembo and Frutiger in art
elements.
Promotional e-mail
Alumni & Friends
Georgia and Verdana in html
text elements.
N ewsle t t er
November 2010
Your m onth ly alumni n ews
Formal e-mail
D
e
v
e
Breaking Ground
Pieces of Art
Media Star
Construction on new dining,
residence complex begins
Creating a mosaic banner
or Jesuit conference
National media shines light
on Sr. Rose Ann Flemming
l
o
p
i
n
g
L
i
v
e
s
Make sure the footer content includes the Xavier
­University name and The Power of X tagline.
Note that a special version of the Xavier logomark was ­created to use in a very small size in web
­applications. Do not use this version of the logomark
in print applications.
Minds under construction
“ There are two t hings t hat
br ing our build ings t o life :
our s tuden ts and you .”
Michael J. Graham, S.J., President
Dolorper ciliqui ssequisci bla feum velenis adio odio dolenim velit dit
luptat. Nullam quipis nim venim ex ea faccumm odigna consequate dolent
prat er sis aut wisl ute et velisis acilisi.
Feugue magnim dolore volor sis dolore te modoluptat. Oborem delit
praese core feuis nim velit lum aciliquis exerit wisci eliscin hent iusci bla
faccum iusciliquis nulputpatuer atem iure ting enim elis doloreet adit
vullute eugiam volor in hendips ustrud dit lutatum sandiamet lam at acip
ent adiam ilismodignim quatem dolum alit alit utat acilisi.
Et ut velenit la feum essecte feuipsu msandipisl dolorting eu faccum zzril
ex essim nos niamet aci te feugueraessi tat. Duis dolore ero core min volenis nisl iriustrud etue coreet nibh eugait eu feugue magna at, consequip
enim quiscilissit nonsequisi.
M ake a g i f t t o X av i er
Help the power of X endure
Xavier University
300 Victory Parkway, Cincinnati, OH 45207-3241 • 800-344-4698 or 513-745-3000
To remove your name from this mailing list, go to this unsubscribe page
th e
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
po w e r
of
x
f ormal e - mai l
6.8
A standardized banner system allows consistent
branding across university PowerPoint presentations.
The opening page master slide uses Xavier blue
identity extension pattern as the background image.
This same pattern could be utilized for sectionbreaker slides without photographic images.
The basic page master slide page uses the 2-color
identity extension pattern with the primary color
of Xavier blue, and an accent color taken from the
Xavier complementary color palette. Each presentation could be customized by using a different accent
color. As shown here, the primary content area of
the master slide may carry a subtle 1-color version
of the pattern, or it could be white.
The basic page master slide could also be used to
­create breaker pages with photographic images.
In this case, the photographic image should fill the
entire primary content area.
Name of the Presentation
Goes Here The Name of
the Presentation Goes Here
Sample headline text
Month XX, 2010
Second level text
Third level text
The Xavier PowerPoint template can be downloaded
at http:/xavier.edu/brand
Month XX, 2010
Footer
Sample headline text
3
Month XX, 2010
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
Footer
P R E S E NTATIO N :
P O W E R P OI N T S LI D E S
3
6.9
Frame 1
On the Xavier blue background, two beams of light begin
to grow from the bottom of the frame.
A simple concept of animated video presentation
reinforces the Xavier core values of Integrity,
Connection and Spiritual Growth. It also reinforces
the Xavier primary identity elements by utilizing
the Xavier signature, Xavier primary colors and
Xavier tagline.
At the end of the animation sequence, the Xavier
signature and the tagline appear. Connecting is used
in this example, but can be changed to better express
the video content. Other word choices include
­spiritual, inspiring, enduring or growing.
Frame 2
The two beams of light meet below the horizontal center
of the frame. They form a white diamond shape, then
continue to grow.
Frame 3
As the beams of light grow upward, the frame zooms in
on the center of the frame.
Frame 4
After the zooming stops, the Xavier signature and tagline
appear.
CONNECTING THE POWER OF X
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
V I D E O SI G N - OFF
6.10
The Xavier signature must appear somewhere in
the top banner on all Xavier web pages. The most
practical for tight horizontal spaces is the horizontal
signature. The clear space requirements set on page
3.4 do not apply.
Fonts
Bembo and Frutiger in art
elements.
Georgia and Verdana in html
text elements.
The 3-D version of the Xavier logomark can be used
in the footer.
Note that a special version of the Xavier logomark was ­created to use in a very small size in web
­applications. Do not use this version of the logomark
in print applications.
On the home page, Xavier blue is the dominant
color and Pantone 639 is the secondary color.
Various methods of incorporating the visual extension pattern on the web site are shown here.They
include running it in the top banner, the footer, in
the overall background, or referencing it in the shape
of the buttons. In addition, the color blends throughout the site in various other graphic elements.
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
W E B SIT E B A N N E R TR E AT M E NT S :
U N I V E R SIT Y- WI D E H O M E PA G E
6.11
When placing the Xavier signature on the front
cover of the publications, the preferred placement is
in the upper left or lower right. An optional placement is in the vertical center of the page near the
left or right edge.The final placement ultimately
depends on the cropping and rotation of the visual
extension pattern. But make sure the Xavier signature is placed on the quadrant of the pattern that
carries the most weight.When placing the Xavier
signature in context of other elements (including the
quadrants of the background pattern) and the edges
of the publication, adhere to clear space requirements
as defined on page 3.4. As a general rule: the Xavier
signature should be placed in close proximity to at
least one of the edges of the publication. It should
not appear to be floating.
1-color background, vertical center
Discover
T h e p ow e r of
3-color background
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
4-color background
X
1-color background
P R I NT: S A M P L E P U B LICATI O N S
6.12
Approach: implementation
Approach: implementation
When placing the Xavier signature on the publication’s front cover where the photo image is present,
the placement of the signature should follow the
unique dynamic between the photo image and the
visual extension pattern.This means the signature
could be placed in any corner of the cover.
A special placement is also allowed for the 3-D
­display signature with a drop shadow. Such a signature may be placed in the crossing point of the visual
extension pattern. Make sure the entire signature is
highly legible, especially if it is spanning both graphic
and photographic components.
Discov
er er
Discov
X
The power of The power of
X
When integrating photography with the ­visual
extension pattern, at least one of the pattern’s
large components should be a solid color (not a
­color blend).
When using a transparency effect in the visual pattern components, make sure the underlying portion
of the photo image does not create colors that are
not used in the Xavier color palette. In addition,
make sure that all components of the visual extension pattern are clearly discernible.
7
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
D i s c o v e r T h e pDoi w
f X
s ceorv o
er
The power of X
Lipman Hearne Chicago | Washington,
D.C. Hearne Chicago | Washington, D.C.
7 Lipman
P R I NT: S A M P L E P U B LICATI O N S
W IT H P H OT O S
6.13
The preferred Xavier signature to use on the publication’s back cover is the horizontal signature.This
signature may be arranged with the address/contact block in horizontal or vertical alignment.The
preferred position of the entire unit is the lower left
corner, but the horizontal alignment of the unit may
also be configured from the horizontal center of the
back cover as shown here.
For typographic specifications refer to Xavier letter­
head on page 6.1.
1 1/2 times height of X from shield
6.14
Margins shown here are minimum.They can
be increased to suit the design of each individual
­application.
Office of Admission
3800 Victory Parkway
Cincinnati, OH 45207-3241
800-745-3241
info@xavier.edu
www.xavier.edu
2 times height of X from shield
Office of Admission
3800 Victory Parkway
Cincinnati, OH 45207-3241
Office of Admission
3800 Victory Parkway
Cincinnati, OH 45207-3241
800-745-3241
info@xavier.edu
www.xavier.edu
800-745-3241
info@xavier.edu
www.xavier.edu
Center line
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
P R I NT: P R EF E R R E D P L AC E M E NT
O N P U B LICATI O N B AC K C O V E R S
6.14
The preferred Xavier signature to use on advertisements is the horizontal signature.The clear space
requirements defined on page 3.4 may be reduced
by half.
Fonts
Headlines: Bembo all caps,
and Frutiger
Text: Frutiger
When space allows, use the similar integration
methods between the visual extension pattern and
photography as defined for publication covers on
page 6.14.
When the ad text requires more space, utilize a
­horizontal rectangle as the background.
Always use Xavier blue as the dominant color in the
ad, and Pantone 639 as the secondary color.
Approach: implementation
Approach: implementation
T h e p o w e r oTf hXe p o w e r o f X
D ies r
c ov e r
D i s c ov
X
Th
The power o
f e power of
X
D i s c oDvi se cr o v e r
Th
The power o
f eX p o w e r o f
D i s c ov e r
T h e p ow e r of
X
X
Ma gna c o nsequ i smodia mconsenim essent
num velit vent adit, vero eugait ea feu faccum dig
nisit at at. Modo estinciduisl exeros adit irilla facip
susto dolore feuguer cipiscidunt ing eugue enit lum
vullaortis dignis doloreetum lorem ispusm.
Vullut wis ea ad tetum veliquis nit et wis endre
modolum ea feu feugait esequat uerosto odion
vendip eui blaoreet ad doloreratin ulputat, sequis
enis nostrud modipsuscin heniamet alisl dio conse.
Magna consequ ismodia mconsenim essent num
velit vent adit, vero eugait ea feu faccum dignisit
at at. Modo estinciduisl exeros adit irilla facipsusto
dolore feuguer cipiscidunt ing eugue eniat lum
vullaortis dignis doloreetum.
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
agna co
n s e q u Magna
i s M o Dconsequ
i a mconsenim
Magna
consequ
Magna consequ isMoDia M
mconsenim
essent
ismodiaessent
mconsenim
essent
num ismodia mconsenim essent num
vent
adit, vero
eugait
ea feu
faccum
digea feu velit
vent
adit, vero eugait ea feu faccum dignisit
num velit vent adit, vero eugait eanum
feu velit
faccum
dig
velit
vent adit,
vero
eugait
faccum
dignisit
nisit
atirilla
at. Modo
exerosestinciduisl
adit irilla facip
atirilla
at. Modo
estinciduisl exeros adit irilla facipsusto
nisit at at. Modo estinciduisl exeros
adit
facip estinciduisl
at at. Modo
exeros adit
facipsusto
susto
dolore
feuguer
ing eugue
eniat ing
lumeugue
dolore
feuguer
susto dolore feuguer cipiscidunt ing
eugue
eniat
lum cipiscidunt
dolore feuguer
cipiscidunt
eniat
lum cipiscidunt ing eugue eniat lum
lorem
ispusm.
vullaortis dignis doloreetum
vullaortis dignis doloreetum loremvullaortis
ispusm. dignis doloreetum
vullaortis
dignis
doloreetum
ea ad tetumvullut
veliquis
endre
ea ad tetum veliquis nit et wis endre
vullut wis ea ad tetum veliquis nitvullut
et wiswis
endre
wisnit
eaet
adwis
tetum
veliquis nitvullut
et wiswis
endre
modolum
ea feu feugait
esequatea
uerosto
odionesequat uerosto
modolum
ea feu feugait esequat uerosto odion
modolum ea feu feugait esequat uerosto
odion
modolum
feu feugait
odion
euisequis
blaoreet advendip
doloreratin
ulputat,adsequis
eui blaoreet ad doloreratin ulputat.
vendip eui blaoreet ad doloreratinvendip
ulputat,
eui blaoreet
doloreratinvendip
ulputat.
enis
nostrud
modipsuscin heniamet alisl dio consen
enis nostrud modipsuscin heniamet
alisl
dio consen
www. xavier.edu
www. xavier.edu
8
Lipman Hearne
Chicago | Washington, D.C.
Lipman Hearne Chicago 8
| Washington,
D.C.
www. xavier.edu
agna co
n s e q u Magna
i sM o Dconsequ
i a mconsenim
Magna
consequ
M a g n a c o n s e q u i sM o D i a M
mconsenim
essent
ismodiaessent
mconsenim
essent
num ismodia mconsenim essent num
vent
adit, vero
eugait
ea feu
faccum
digea feu velit
vent
adit, vero eugait ea feu faccum dignisit
num velit vent adit, vero eugait eanum
feu velit
faccum
dig
velit
vent adit,
vero
eugait
faccum
dignisit
nisit
atirilla
at. Modo
exerosestinciduisl
adit irilla facip
atirilla
at. Modo
estinciduisl exeros adit irilla facipsusto
nisit at at. Modo estinciduisl exeros
adit
facip estinciduisl
at at. Modo
exeros adit
facipsusto
susto
dolore
feuguer
ing eugue
eniat ing
lumeugue
dolore
feuguer
susto dolore feuguer cipiscidunt ing
eugue
eniat
lum cipiscidunt
dolore feuguer
cipiscidunt
eniat
lum cipiscidunt ing eugue eniat lum
lorem
ispusm.
vullaortis dignis doloreetum
vullaortis dignis doloreetum loremvullaortis
ispusm. dignis doloreetum
vullaortis
dignis
doloreetum
ea ad tetumvullut
veliquis
endre
ea ad tetum veliquis nit et wis endre
vullut wis ea ad tetum veliquis nitvullut
et wiswis
endre
wisnit
eaet
adwis
tetum
veliquis nitvullut
et wiswis
endre
modolum
ea feu feugait
esequatea
uerosto
odionesequat uerosto
modolum
ea feu feugait esequat uerosto odion
modolum ea feu feugait esequat uerosto
odion
modolum
feu feugait
odion
euisequis
blaoreet advendip
doloreratin
ulputat,adsequis
eui blaoreet ad doloreratin ulputat.
vendip eui blaoreet ad doloreratinvendip
ulputat,
eui blaoreet
doloreratinvendip
ulputat.
enis
nostrud
modipsuscin heniamet alisl dio consen
enis nostrud modipsuscin heniamet
alisl
dio consen
www. xavier.edu
P R I NT A D V E RTI S E M E NT S
www. xavier.edu
6.15
The preferred Xavier signature to use on billboards
is the horizontal signature.
Fonts
Headlines: Bembo and
Frutiger
When photography is used, implement the similar integration methods between visual extension
pattern and photography as defined for publication
covers on page 6.14.
Other copy: Frutiger
When a photographic image is not desired, the visual
integration pattern should be used to heighten the
visual impact.
Always use Xavier blue as the dominant color on
billboards with photography. Other Xavier colors
may be featured prominently in typographic ads.
SAMPLE APPL ICATIONS
WWW.XAV IER.EDU/BRAND
Transform your future
on your schedule
WILLIAMS COLLEGE
OF BUSINESS
xavier.edu/mba
BILLBOARDS
6.16
7 . APPENDI X
X AV IER UNIV ER S ITY GRAPHIC IDENTITY G UIDE
Horizontal
signature
Logomark
Vertical
signature
Display
signature
3-dimensional
logomark
Department
signature
Letterheads
Envelopes
Business cards
Watermark
Websites
PowerPoint presentations
Brochures
Posters
Routing slips
Fax sheets
Signage
Vehicular signage
Marketing materials
Ads
Folders
News releases
Internal Materials
Merchandise
Athletics
Uniforms
Merchandise
APPEND IX
WWW.XAV IER.EDU/BRAND
U S A G E M AT R I X
7.1
Xav_Configuration_Coloration.eps
Xavier University
abbreviation
Configuration
Coloration
symb
= symbol
648-429pms
= spot blue and gray
.eps
sigH
= horizontal signature
648-429cmyk
= process blue and gray
.png
sigV
= vertical signature
648-877pms
= spot blue and silver
sigD
= display signature
648pms
= all spot blue
648cmyk
= all process blue
3D-symb = 3-dimensional symbol
K
= all black
3D-sigD
Rev-648-429 pms= reversed spot blue and gray
= 3-dimensional display signature
File extension
Rev-648-877 pms= reversed spot blue and silver
dept-Sml = department signature template
with department name smaller than Xavier
(use specific department abbreviation)
Rev-648pms
= reversed spot blue
Rev-648cmyk
= reversed process blue
dept-Lrg = department signature template
with department name larger than Xavier
(use specific department abbreviation)
Rev-K
= reversed black
rgb
= rgb (for pngs)
WM
= watermark
APPEND IX
WWW.XAV IER.EDU/BRAND
FI L E N A MI N G G UI D E
7.2