Brandeis University
Identity Manual
Brandeis University | Office of Communications
Visual Identity Guidelines
2
Introduction
4
Key Components of the Visual Identity
6
The Brandeis Logotype
10
The Brandeis Seal
12
The Official Brandeis Stationery
14
Use of the Brandeis University Logotype with
a School, Department, or Institute
15
The Logotype When Used As Part of the
Name of a Program
Editorial Identity Guidelines
17
Page Format
18
Typefaces
19
Type Usage
20
Sample Format of a Standard Invitation
22
Examples of Guideline Use
28
Use of Discrimination and Disability Statements
29
Punctuation
30
Composition Titles
30
Hyphenation
30
Numbers
31
Capitalization
32
Abbreviations
32
Terminology and Usage
33
Titles and Names
33
Miscellaneous
Introduction
Although there is no official
materials are designed by an outside
policy mandating the use of the
agency or by an individual in a
Office of Communications for the
department other than publications.
design of university publications,
it is the university’s goal that its
What follows are the stylistic
publications maintain certain stylistic
guidelines deemed most critical.
standards. Such standards ensure
Wherever possible, we have included
that the university’s public identity
examples that conform to Brandeis
will be consistent, even when
University standards, as well as usage
that should be avoided.
2
Visual Identity Guidelines
3
Key Components of the
Visual Identity
The Brandeis University logotype,
Except in the most formal materials,
in its most official and complete
such as stationery, business cards,
form, consists of the words Brandeis
Commencement materials, and the
University and the Brandeis seal.
like, the name portion of the logo
may appear without the seal.
The specifications for the appearance
of the official logotype are detailed
on this and the following seven pages.
Brandeis University
Bauer Bodoni, Roman
Kerned optically
Letter spacing/
tracking set at the
values shown at right
The university seal
does not have to
appear on every
publication and
poster. It is used
primarily for official
materials such as
the stationery,
business cards,
Commencement
materials, and other
such “formal” pieces.
4
InDesign
The tracking value
should equal -40%
of the point size
of the logotype.
For example, the
logotype size above
is 60 points, and the
tracking value is set
at -24.
Quark
The tracking value
should equal as
closely as possible
-8% of the point size
of the logotype.
For example, the
logotype size above
is 60 points, and the
tracking value is set
at -5.
Whenever possible, but especially
Pantone 294 is the official color of
when it appears on covers, posters
Brandeis University. On most
or in headlines, the name Brandeis
formal materials, the logotype should
University should be written as
be printed in the official color.
the logotype, usually without the
seal. This does not apply when the
university name appears in normal
body text.
Brandeis Blue
100% cyan
24%
black
Brandeis Blue
spot color
Pantone 294
Brandeis Blue
process color
100c 86m 14y 24k
14%
yellow
86%
magenta
5
The Brandeis Logotype
Brandeis University should be written
with initial capitals only, never all
capitals, and the two words may be
combined only as shown below.
Brandeis University
X
X
X
Brandeis University
X
Brandeis University
Brandeis
University
Brandeis
6
X
X equals the point
size of the logotype.
No other words,
symbols or crowding
design elements may
come within X of
the logotype.
Anything that
detracts from the
logotype’s visibility
must be avoided.
The university
logotype is usually
written out in full.
The university
logotype may be
written as one
line or two. When
written as two,
alignment must
be as shown with
no line spacing.
It is permissible
to drop the word
university from
the logotype when
design purposes
warrant.
BRANDEIS
brandeis
Brandeis
Brandeis
Brandeis
Brandeis
University
Never use all caps.
Never use all
lowercase.
Never use italics or
skew the shape.
Never alter the
proportion.
Never use
letterspacing
other than what is
specified on page 4.
Never use alignment
other than what is
specified on page 6.
7
Brandeis
Brandeis
Brandeis
Brandeis
Brandeis
Brandeis
8
Never move the
letterforms outside
of their normal
position.
Never add
components like
drop shadows.
Never superimpose
the logotype on the
seal or any other
image.
Never substitute
another typeface
or typestyle for
the Bauer Bodoni,
Roman specified for
the logotype.
Never add a border
to the logotype
Never apply 3D,
outline, or other
effects to the
logotype.
Brandeis
Brandeis
Brandeis
Never use the
logotype in a color
that does not stand
out strongly from its
background.
Never present the
logotype within a
shape.
Never apply the
logotype to complex
backgrounds or
those on which the
logotype does not
stand out.
Never use low
resolution electronic
files of the logotype.
Brandeis U.
Never abbreviate the
word university in
the logotype.
9
The Brandeis Seal
When used, the seal of the university
seal displays the name Brandeis with
must appear in a color that stands
an uppercase letter “B.” A previous
out clearly from its background.
version of the seal displayed the name
Under no circumstances can the
in all uppercase letters. Where you
seal be altered from its original
still find the old seal in use, it should
form. Please note: The university
be replaced with the current seal.
X equals half the
diameter of the seal.
X
X
X
X
X
10
Never alter the seal
in any way.
Never use low
resolution electronic
files of the seal.
Never apply a
different background
to the inside of the
seal than to the
outside.
Never superimpose
the logotype or
any other words or
elements on the seal.
Never use the seal in
a color that does not
stand out strongly
from its background.
Never apply the
seal to complex
backgrounds or
those against which
the seal does not
stand out.
Never use the seal
with the name of a
constituent of Brandeis
University unless the
Brandeis logotype
is present, and it is
clear that the seal
is that of Brandeis
University and not of
the constituent.
Never add
components like
drop shadows.
Brandeis
Office of Communications
11
The Official
Brandeis Stationery
All academic departments and
administrative offices must use
the official Brandeis stationery
according to the model shown to the
right. Stationery should be ordered
through the university Copy Center,
extension 64530.
42 points
Brandeis University
42 points
The diameter of the
seal equals 1 1/2 times
the point-size of the
logotype. Although
this size ratio of
seal to logotype
is sometimes not
appropriate, it can
act as a guide.
The distance between
the seal and the
logotype equals the
diameter of the seal.
The cap height of
the logotype aligns
with the top of the
shield in the seal.
12
Brandeis
28 points
Brandeis University
Office of Department
Mailstop 000
Waltham, Massachusetts
02454-9110
781-736-0000
781-736-0000 Fax
781-736-0000 TTY/TDD
Brandeis University
Office of Department
Mailstop 000
Waltham, Massachusetts
02454-9110
Brandeis University
Janie M. Doenut
Administrative Assistant
and Executive Vice President
Office of Department
Mailstop 000
Waltham, Massachusetts
02454-9110
781-736-0000
781-736-0000 FAX
janiedoenut@brandeis.edu
13
Use of the Brandeis
University Logotype with
a School, Department,
or Institute
The name Brandeis University must
Somewhere on the brochure,
appear prominently on any poster
poster etc., the university’s address
and on the front cover of any
(at least Waltham, Massachusetts)
brochure. It may be subordinate to
should appear with the name of
the name of a school, program or
the university.
center, but it must appear in either
the largest or second-largest type
size on the page.
Brandeis University
Environmental
Studies Program
Brandeis University
The Rabb School
of Summer and
Continuing Studies
14
The Logotype When
Used as Part of the Name
of a Program
Programs and centers with their own
them on publications. When using an
distinctive symbols or logotypes
individual logo, be sure to also include
(the Summer School, Summer
the Brandeis logotype, but do not
Odyssey, Genesis, and the Brandeis
additionally use the university seal.
University National Women’s
Committee, for example) may display
Brandeis
Summer Odyssey
Center for German and European Studies at Brandeis University
Genesis at Brandeis University
15
6 1/2 pica unit
1 pica
interval
1 1/2 pica unit
1 pica interval
16
Page Format
Pages should be formatted on the
structure of a grid. While allowing
ample flexibility of design, the grid
ensures some adherence to the
aesthetic precepts that lend Brandeis
University publications a unified
appearance. The grid is based on
a 1 1/2 pica-unit system with 1 pica
intervals. If a simplified version of
the grid is preferred, 6 1/2 pica x 6 1/2
pica units with 1 pica intervals may
be used.
Photographic images should occupy
complete units vertically and
horizontally.
Text frames should occupy complete
Captions may be used
to identify groups
of photographs, in
which case they may
comprise enough text
to warrant a multicolumn arrangement.
Here, for example,
the photo above and
the photo to the
right might best be
identified in a single,
two-column caption.
units horizontally, but may end
anywhere vertically. In fact, Brandeis
often uses a rag bottom effect,
which, when used properly, will
achieve a desirable rhythm.
Short captions
may be positioned
like this one.
17
Typefaces
Typefaces are families of type.
The Brandeis University logotype
Within typeface families are styles
must always be written in Bauer
such as bold, italic and condensed.
Bodoni. Do not use Bauer Bodoni
Bauer Bodoni, Bodoni, Gotham
for body text, however, as it
and Adobe Garamond are the
is difficult to read in small sizes.
typefaces to be used for Brandeis
publications.
18
Bauer Bodoni
Bauer Bodoni
Bauer Bodoni Italic
Bauer Bodoni Bold
Bauer Bodoni Bold Italic
Bauer Bodoni Black
Bauer Bodoni Black Italic
Bodoni
Bodoni Book
Bodoni Book Italic
Bodoni
Bodoni Italic
Bodoni Bold
Bodoni Bold Italic
Gotham
Gotham Thin
Gotham Thin Italic
Gotham Book
Gotham Book Italic
Gotham Medium
Gotham Medium Italic
Gotham Bold
Gotham Bold Italic
Gotham Black
Gotham Black Italic
Gotham Ultra
Gotham Ultra Italic
Adobe Garamond
Adobe Garamond Regular
Adobe Garamond Italic
Adobe Garamond Semibold
Adobe Garamond Semibold Italic
Adobe Garamond Bold
Adobe Garamond Bold Italic
Type Usage
Use initial capitals only. Do not
Paragraphs should not be
capitalize entire words, titles,
indented, but should be separated
or headlines. If emphasis is
by a line space.
needed, use bold, italics, or larger
There should be only one space
type size.
between sentences.
The Brandeis style is flush left,
ragged right. Type should never
Any quotation marks, line numbers,
be centered.
or bullets that appear at the lefthand edge of text should be hung
outside the normal alignment.
Excellence at Brandeis
“Brandeis University is recognized
as one of the premier institutions
of higher education in the country,”
says the latest college survey.
Committed to learning that comes
from the personal encounter of
teacher and student, Brandeis
maintains a 9 to 1 student-faculty
ratio and an academic and research
faculty of the highest caliber. In
keeping with its mission of social
justice, Brandeis admits students
on a need-blind basis assuring that
no student who qualifies will be
denied a superior education. Its
faculty and student body reflect
the cultural, religious, and political
diversity of the American and
international landscape.
The Brandeis
style is flush left,
ragged right,
initial caps only,
and quotation
marks hung to
the left.
E XC E L L E N C E
AT
BRANDEIS
“Brandeis University is recognized
as one of the premier institutions of
higher education in the country,” says
the latest college survey. Committed to
learning that comes from the personal
encounter of teacher and student,
Brandeis maintains a 9 to 1 studentfaculty ratio and an academic and
research faculty of the highest caliber.
In keeping with its mission of social
justice, Brandeis admits students on
a need-blind basis assuring that no
student who qualifies will be denied
a superior education. Its faculty and
student body reflect the cultural,
religious, and political diversity of the
American and international landscape.
Never center or
justify text.
Never capitalize
entire words.
19
Sample Format
of a Standard Invitation
The sample on these pages shows the
Note that all elements are flush left,
front and inside pages of a simple,
yet every bit as formal and elegant as
invitation in the Brandeis style.
the traditional, centered styles.
Brandeis University
Employee
Recognition Awards
Dinner
Friday
December 10, 2010
6 p.m.
20
President Jehuda Reinharz
cordially invites
you and your guest to the
Brandeis University
Employee Recognition
Awards Dinner
Friday
Dec. 10, 2010
6 p.m.
The Faculty Center
Brandeis University
RSVP by Nov. 1, 2010
21
Examples of Guideline Use
The samples of Brandeis publications
afford a unified “look” while yet
that follow illustrate how adherence
allowing the creative flexibility to
to the university’s design guidelines
meet a variety of design needs.
These posters
illustrate how
typefaces other
than those prescribed
for Brandeis
publications may be
used when design
22
requirements warrant.
Note, however, that
the Brandeis logotype
remains unaltered.
Brochure for
Graduate School of
Arts and Sciences
23
Additional poster
examples of how
typefaces other
than those prescribed
for Brandeis
publications may be
used when design
24
requirements warrant.
Note, however, that
the Brandeis logotype
remains unaltered.
25
26
Editorial Identity Guidelines
27
Use of Discrimination
and Disability Statements
Any Brandeis University publication
Any publication announcing a
Any course catalog must include
used for the recruitment of students,
university-sponsored event, whether
section 2B of chapter 151C of the
faculty or staff must include the
or not it is open to the public, must
Massachusetts General Laws.
following statement:
include the following statement
for those persons who may need
Section 2B of chapter 151C of
It is the policy of Brandeis University
reasonable accommodation because
the Massachusetts General Laws
not to discriminate against any
of a disability.
provides that: “Any student [...] who
person on account of race, color,
is unable, because of his religious
ancestry, religious creed, gender,
If the venue is entirely accessible, the
beliefs, to attend classes or to
national or ethnic origin, sex, sexual
wheelchair symbol, used alone, is
participate in any examination, study
orientation, age, genetic information,
sufficient indication.
or work requirement on a particular
disability, veteran status, or any other
day shall be [so] excused..., and shall
category protected by federal or
If not, and prior arrangements
be provided with an opportunity
state law. The following person has
must be made by persons needing
to make up such examination,
been designated to handle inquiries
assistance, the wheelchair symbol
study or work requirement that he
regarding the nondiscrimination
and a contact person’s name and
may have missed because of such
policies: Vice President of Human
phone number must appear on the
absence on any particular day;
Resources, Bernstein-Marcus
publication.
provided, however, that such makeup
building, 781-736-4464.
examination or work shall not create
an unreasonable burden upon such
Jane Doe 781-555-5555
school. No fees of any kind shall be
charged...for making available to the
said student such opportunity. No
adverse or prejudicial effects shall
result to any student because of his
availing himself of the provisions of
this section.”
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Style Guidelines
Punctuation
As of July 2010, all university
Serial commas: Do not use serial
Appositives: Appositives are usually
publications will adhere to the
commas, including the one before
set off by commas (dashes or
Associated Press Stylebook 2010.
“and,” unless to avoid ambiguity.
parentheses are also used): His wife,
Elizabeth, is running for office. When
You can purchase a copy by going to
www.apstylebook.com. In addition,
Use one space between sentences
using dashes to set off an appositive,
the AP Stylebook defers to Webster’s
after a period.
use the em dash with spaces before
and after it.
New World College Dictionary (2004
edition, available at Barnes & Noble)
Names of states: A comma should
for spelling and usage answers that
set off the names of states in the
With quotation marks: Commas and
are not specifically addressed by AP.
text: “She now lives in Medford,
periods always fall inside quotation
In these pages, we have attempted
Mass., with....” When they stand
marks without exception.
to cover some of the questions that
alone, names of states are written
arise most frequently. Please note,
out; when accompanied by a city,
Closed quotes should be used
the university now follows the AP
they are abbreviated using the
before class years, not the open
Stylebook instead of the Chicago
longer abbreviations (not the postal
quotes that programs normally
Manual of Style.
abbreviations, i.e., Mass., not MA).
provide: ’99 not ‘99.
Eight states are never abbreviated:
Alaska, Hawaii, Idaho, Iowa, Maine,
Ohio, Texas, and Utah. Note: Certain
large cities, spelled out under
the “Datelines” section in the AP
Stylebook, do not require a state
designation.
Month and year: Do not use commas
to separate month and year:
September 1985. But always set off
the year by commas when using the
full date (i.e., “The September 11,
2001, bombing of the World Trade
Center‥.”).
29
Composition Titles
Hyphens
Numbers
Use quotation marks when referring
In compound words, use one
For numbers 10 and above,
to the following:
hyphen, with no space before or
use numerals.
after: on-campus enrollment.
Titles and subtitles of published
Spell out nine and below except for
books, pamphlets, proceedings and
In telephone numbers, use hyphens
semester hours and ages. Follow
collections
between the parts: 781-647-2318.
the same rule with ordinal numbers,
Titles of articles and features in
Do not hyphenate cochair,
using ordinal numbers, please make
periodicals and newspapers, chapter
crosslisted, gradepoint, audiovisual,
sure your “superscript” feature is
titles and part titles, titles of short
corequisite, premedical, prelaw,
turned off.
stories, essays, and individual
predental, predoctoral or
selections in books
postdoctoral. Check Webster’s
Gradepoint averages are expressed
Dictionary for hyphenation.
to two decimal places—2.00, 3.50.
unless it is part of a name. When
Titles of collections of poetry and of
poems published separately
Sums of money: in text, delete .00; in
tables, use .00.
Titles of songs, albums, motion
pictures, television and radio
Time of day: 8 a.m., not 8:00 a.m.
programs
References to centuries and
Titles of paintings, drawings and
decades: Lowercase, spelling out
other works of art, as well as art
numbers less than 10 (first century,
exhibitions. Exception: Sculptures
20th century). Use Arabic figures to
are capitalized, set in roman, no
indicate decades of history. Use an
quotations.
apostrophe to indicate numerals that
are left out; show plural by adding
See full listing in AP Stylebook under
the letter s; the 1890s, the ’90s, the
“Composition Titles.”
1920s, the mid-1930s.
Use no quotes or italics for the names
of newspapers or magazines.
Capitalize the “The” in newspaper
names if that is how the publication
does it. Do not capitalize the “m” in
magazine, unless part of the formal
title (i.e., Time magazine; Brandeis
Magazine).
30
Capitalization
Capitalize only the complete formal
Named chairs are always capped and
organization names that are general
names of bona fide organizations,
must be used: Jane Smith, Leo Jones
and in common usage: the board of
institutions, departments,
Professor of History.
trustees, the library committee, the
publications, agencies, committees,
executive committee.
offices, programs, and Brandeis
The titles that appear in the Brandeis
departments (Department of
University Bulletin are the accepted
Lowercase the “s” in “studies” for
Biology, but biology department;
and official titles for all officers of
American studies, women’s studies.
Office of the Registrar, but registrar’s
instruction of the university.
office).
Uppercase Internet and World
Black is not capitalized unless it is
Wide Web, but lowercase e-mail
On second and later reference, do
part of the complete title of a
and website.
not uppercase any fragmentary title,
program, organization, etc., as in
such as the center, the college,
Black Student Organization.
the university.
Academic semesters or terms—
Majors, minors, emphases, areas
lowercase general registration,
of concentration and subject areas
add/drop.
are lowercase.
Section or chapter numbers in text:
For lists of courses or references
uppercase Chapter 1, Section 3.7.
to course titles and/or descriptions,
use the form established in the latest
In referring to books, movies, plays
Brandeis University Bulletin for
and other compositions (see full
capitalization, punctuation, wording,
list in AP Stylebook), capitalize the
etc. The catalog is the authority for
first word, as well as the principal
names of courses, programs, etc.
words, including prepositions and
conjunctions of four or more letters.
Positions: Lowercase dean of the
graduate school, vice president
Capitalize the principal words in
for development. However, if used
the name of organizations when
before the person’s name, capitalize
those names are unique and fully
the first letter: Dean Smith, Vice
spelled out: Brandeis National
President Jones.
Committee, Brandeis University
Board of Trustees. Do not capitalize
The title is lowercase if it follows
a name: Jacob Smith, dean of the
graduate school.
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Terminology and Usage
Abbreviations
Abbreviations should be avoided
Dates: Spell out names of days in
To avoid awkwardness, use alumni
in text except where convention
text, and months when they stand
rather than alumni/ae.
dictates otherwise.
alone or with just a year (January
2010); abbreviate the following
Capitalize “c” in class year:
Use abbreviations as necessary in
months only when used with a
Class of 1980.
tabular materials and lists.
specific date (i.e, Nov. 14, Nov. 14,
Use standard abbreviations as noted
2010): Jan., Feb., Aug., Sept., Oct.,
Do not use a comma between a
Nov., Dec.
person’s name and class year: John
Doe ’80. But, Jane Doe, Ph.D.’82.
in the AP Stylebook.
Titles: Spell out individuals’ titles
Most two letter abbreviations are
in publications text: President
Do not use coed to refer to
set with periods (exception: postal
Reinharz, Colonel Sanders, Professor
female students.
abbreviations), three or more
Jones. They may be abbreviated
letters without periods: U.S., U.N.,
in tables.
AFT, GRE, SAT. Use periods for all
degrees: B.S., M.S.Ed., B.F.A., Ph.D.
Do not use female gender or
diminutive word forms such as
Campus addresses: Use building
authoress, poetess, usherette,
name followed by room number:
aviatrix (exception: actress, instead
Use a.m. and p.m.
Gryzmish 116.
of actor, may be used for females).
GPA can be used for gradepoint
Do not use the ampersand to replace
Use first-year student rather
average after the first reference in a
“and” unless it is the proper formal
than freshman.
publication or section thereof. Use
title or name of something (A&P).
this way the first time: gradepoint
Use international student rather than
average (GPA).
foreign student.
Addresses: Use the abbreviations
Use “graduate” in the active voice:
Ave., St. and Blvd. only with
Debra Messing graduated from
a numbered address: 1600
Brandeis, not Debra Messing was
Pennsylvania Ave. Spell them out
graduated from Brandeis.
and capitalize when part of a formal
street name without a number:
Pennsylvania Avenue. Lowercase
and spell out when used alone or
with more than one street name:
Massachusetts and Pennsylvania
avenues. Refer to the “Addresses”
section of the AP Stylebook for
more guidelines.
32
Titles and Names
Miscellaneous
Titles of persons: Do not use the title
Be sure to include the proper
Dr. before the name of an individual,
TTY/TDD number on all publications
even if the person referred to holds
that give a number to call for
a Ph.D. or Ed.D. degree. (It should
information.
be used, however, for a person with
an M.D. or other medically related
Be sure to include the copyright
degree.)
notice: ©(year published) Brandeis
University.
Other related terminology: One
earns a bachelor’s degree or a
The possessive form of Brandeis
baccalaureate degree; a master’s
is Brandeis’.
degree; a law degree or Juris Doctor
degree; a doctoral degree or a
The final authority for all official
doctorate. Do not use a possessive to
university names (buildings,
say that someone earned a degree.
faculty, administrators, staff, titles,
(“He earned a bachelor’s degree,”
departments, etc.) is the current
not “his bachelor’s degree.”)
Brandeis University Bulletin.
Capitalize the formal degree
Use italic or bold, rather than
as Master of Arts, Bachelor of
underlining, for emphasis.
Science, etc.
An art show is called an exhibition; an
Department abbreviations:
exhibit is an item in an exhibition.
A standard set of abbreviations
is used with the course titles in
Health care is always two words, no
all catalogs, bulletins, and class
hyphen in all uses.
schedules. They are set in solid caps
with no periods.
Fundraising is always one word, no
hyphen in all uses.
Office of Communications
©2013 Brandeis University
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