We are Huskies!
Guidelines for Regional & International Identities
Regional Huskies is focused on building our connections with alumni and friends outside of Seattle. Following these simple
guidelines will help establish and strengthen these ties.
What is an identity?
Lots of things go into creating an identity — graphic design, font, colors, photography and writing tone. Together, these creative
components present a unique personality designed to engage our regional alumni and friends.
Why do we need an identity?
The branches of the UW family tree extend far and wide. Huskies live all over the country and beyond – we want our regional alumni to
know we care about them. A regional identity allows the UW to connect with alumni living in targeted areas in a consistent, recognizable
way.
What makes Regional Huskies different?
Alumni get a lot of communications from the UW. What makes Regional Huskies different is our tie to individuals and location. We know
who our Huskies are, where they’re living and what they’re doing – our identity highlights that personal connection.
Why does consistency matter?
Consistency
• Everything you need to know about marketing you learned in elementary school:
repetition is key.
• Staying consistent solidifies our ongoing connections.
Where/When to Use
Where/When to Use
• Every Regional Huskies communication, no matter the size or reach.
• Online, in print, and everywhere in between.
Tone & Personality
Tone & Personality
• A friendly feel to writing.
• A modern look to design.
• Think unique: be as diverse as your community.
• Focus on the local flavor.
Guidelines for marks and usage
WE ARE HUSKIES!
A note on marks: Normally called a “logo,” the UW refers to these as “identity marks” or “marks.”
A hierarchy of marks
The UW and its partners follow a general hierarchy of marks in printed materials. Whenever possible, follow ordering of marks from top to
bottom in collateral. UW Patch & Band
Regional Huskies mark
Partnering/sponsoring organization (i.e. Alumni Association)
The UW Patch & Band belongs on the top edge
of Regional Huskies print and online collateral
Regional Huskies mark
If an additional sponsoring/partnering organization is involved, the mark
or identifying text appears at the bottom or on a subsequent page
Sizing and spacing
SINGAPORE HUSKIES
1.5”
.25“
OR HUSKIES
SIZE
“University of Washington” (wordmark) —
minimum size: 1.5” wide
Note: “University of Washington” does
not need to be repeated in the text. Just
use “UW”
SPACE AROUND IDENTITY
Maintain a minimum of .25” of
space around the mark
.25“
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WE ARE HUSKIES!
Guidelines for marks and usage
Use in layout
CA HUSKIES
CA HUSKIES
CA HUSKIES
Don’t “stretch” or alter proportions
Don’t use over multicolored backgrounds
Don’t use over patterned backgrounds
CA HUSKIES
CA HUSKIES
CA HUSKIES
Don’t use drop shadow
Don’t “screen back” the mark
Don’t change portions of the mark
CA HUSKIES
CA HUSKIES
Don’t apply perspective of distortion
Don’t use 2-color mark over medium
or dark backgrounds
CA
Don’t recolor the mark
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WE ARE HUSKIES!
Guidelines for colors
The colors used in the Regional Huskies Artpack files are chosen to match those used for the University identity system – depending on the media
use/application. The University colors are Pantone or PMS (Pantone Matching System) colors:
UNIVERSITY PURPLE
PMS 273
UNIVERSITY GOLD
PMS 117
Below is a guide to the Artpack files, where to use them, what folders the files reside in and the colors specified for each.
USE / NEED
Microsoft Word,
PowerPoint, Acrobat PDF
files
Web, social media
eNewsletters, email
“
xxHuskies-RGB_2color.jpg
xxHuskies-RGB_2color.png
FOLDER
LOCATION
Onscreen
R216 G169 B0
.png
xxHuskies-RGB_reversed.png
“
Files to be laser printed
(flyers, small signs, name
tags, etc.)
xx.png
xxHuskies-laser_2color.png
Offset or digital printing
or
Signage, promotional
products
.eps
If you are needing one of
these files primarily for
laser printing, use choice
below
R57 G39 B91
white
Laser
R70 G22 B107
R216 G169 B0
xxHuskies-print_2color.eps
One color, purple mark
or Hex: 39275b
Printed
PMS 273*
PMS 117
*Vendors may use PMS
2685 if needed to achieve
purple
“
“
“
.eps
xxHuskies-print_purple.eps
“
“
“
“
.eps
xxHuskies-print_reversed.eps
“
.png
.jpg
FacebookxxHuskies.png
FacebookxxHuskies.jpg
Facebook mark
(use mark for Facebook
ONLY)
R57 G39 B91
NOTES
or Hex: d7a900
“
“
COLOR(S)
or Hex: 39275b
xxHuskies-RGB_purple.jpg
xxHuskies-RGB_purple.png
“
“
.jpg
.png
(transparent
background)
ARTPACK FILE EXAMPLE
.jpg
.png
“
“
FILE FORMAT
TO USE
PMS 273
white
Facebook
R57 G39 B91
or Hex: 39275b
Reversed out, or dropped
out to white
Use if your final
destination is laser printing
of a file
This uses PMS color; can
be converted to CMYK
colors if needed when
printing from InDesign,
Illustrator, etc.
One color, purple mark
Reversed out, or dropped
out to white
Square mark used only for
Huskies Facebook pages;
180 x 180 pixel size
R216 G169 B0
or Hex: d7a900
Original master files
.ai
Adobe
Illustrator
CS 5.0 format
xxHuskies.ai
Original file
PMS 273
PMS 117
Use with Adobe or other
design software only; NOTE:
fonts may adjust when
opening these files.
When doing commercial printing, note these CMYK conversions for coated or uncoated paper.
Pantone color in .eps file
CMYK conversions for coated or dull coated
CMYK, uncoated
PMS 273
C100 M100 Y0 K15
C90 M100 Y0 K0
PMS 117
C2 M22 Y10 K15
C2 M18 Y100 K19
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Guidelines for text and photos
WE ARE HUSKIES!
Descriptor
Providing context for Regional Huskies adds value for some documents, particularly general communications targeted at new audiences.
This block of text best explains the Regional Huskies mission and may be used as a descriptor as needed:
Husky pride crosses every state line and many international borders. Join our active community of UW alumni for local
events and meet Dawgs from your own backyard.
Naming style
When appropriate, chapter names can be listed in all caps in writing, with a | character*, using a space on either side and dividing the
states/countries with “HUSKIES”.
Domestic: Regional Huskies incorporates many U.S. states into its identity marks. State names are abbreviated in the style of the post office,
two letters:
CA | HUSKIES
DC | HUSKIES
OR | HUSKIES
NY | HUSKIES
International: Regional Huskies also extends beyond borders. For international regions, follow the same style and write the country name
in all caps:
SINGAPORE | HUSKIES
JAPAN | HUSKIES
TAIWAN | HUSKIES
These options provide an alternative to spelling out the chapter name (i.e. California Huskies) and are best used in text when the graphic
mark is not shown.
*The | character is located on Mac and PC keyboards between the delete and return keys. Forward slashes (/) and backward slashes (\) are not part of the naming style.
Typography
A consistent font system for Regional Huskies supports the University Signature Logo System. For all types of communications, these
pre-selected fonts complement the University Wordmark:
Preferred Sans Serif
Frutiger
Frutiger light, Roman, Italic, Bold, Bold Italic
Preferred Serif
Goudy
Goudy Oldstyle, Goudy Oldstyle Italic, Bold, Bold Italic
When the above fonts are unavailable, we recommend these secondary options:
Recommended sans serif
Recommended serif
Arial
Arial Regular, Italic, Bold, Bold Italic
Helvetica
Helvetica Regular, Oblique, Bold, Bold Oblique
Garamond
Garamond regular, Italic, Bold, Bold Italic
Palatino
Palatino regular, Italic, Bold, Bold Italic
Photography
High-resolution photos that reflect the people, spirit and location of our unique Regional Huskies are the most effective. For photos of
people, three faces or fewer is best for cropping and editing.
Guidelines on the Web
The RIG Guidelines are now available for use at:
http://depts.washington.edu/uwadv/major-gifts-grants/frontline/regional-identity-guidelines
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WE ARE HUSKIES!
Guidelines for printed collateral
Templates
have been created for these print collateral pieces:
HUSKIES
HUSKIES
INVITATION / ENVELOPE
CACA
HUSKIES
HUSKIES
1234 Street Address
City, CA 94101
CA HUSKIES
PRE-PRINTED POSTCARD
6” x 9” Postcard
Box 359508, Seattle, WA 98195-9508
EVENT POSTCARD SAMPLE
6” x 9” Postcard
ONE SHEET
BAY AREA HUSKIES
JOIN US for local UW events and meet
Dawgs from your own backyard.
SPOTLIGHT
ON
LOCAL DAWGS
MARCIA REED WYTHES ‘58
UW Foundation Board member
Palo Alto, Calif.
Growing up in Hawaii, Marcia Reed Wythes knew she wanted
to go to college out of state – which meant a long flight to the
mainland. Without ever stepping foot in Seattle, she chose the
UW based on friends’ recommendations and sunny photos of
Mt. Rainier. Eventually, she got used to a life without palm trees.
“I had never lived so far away and felt really homesick,” says
Marcia. “But my sorority made a big difference, becoming my Seattle family and helping me
settle in.” After college, Marcia moved into an apartment in San Francisco with some of her
Kappa Alpha Theta sisters until she met her husband, Paul. The couple has lived in the Bay
Area ever since.
“Living in the backyard of Stanford and Berkeley, it’s remarkable to see the number of Bay
Area Huskies who pop up,” says Marcia. “Whenever I tell people I went to Washington,
I unearth a local connection to the place I love.”
RECENT EVENTS
Global Health Professor Judd Walson visits San Francisco / April 2012
Assistant Professor Judd Walson shared stories about his work at the UW Department
of Global Health, as well as his work with the Strategic Analysis, Research and Training
Program, a joint venture with the UW and the Bill & Melinda Gates Foundation.
Bay Area Huskies gather for BBQ / August 2012
John, ’76, & Laurie, ’75, Tangney hosted Bay Area Huskies at their home in Pleasanton.
Foster School of Business Dean Jim Jiambalvo greeted Northern California alumni,
friends and incoming students with a UW update. Close to 100 Huskies attended.
WAYS TO CONNECT
UW Alumni — Bay Area
Search “UW Alumni Bay Area” on Facebook
Bay Area Huskies
Search “UW Alumni Northern California” on LinkedIn
Visit uwalum.com/bayarea
Get involved and email us at uwalumni@uw.edu to join the local mailing list.
22,503
1,175
INDIVIDUAL ALUMNI / FRIENDS
IN NORTHERN CALIFORNIA
CURRENT STUDENTS
FROM NORTHERN CALIFORNIA
DID YOU KNOW?
43%
TOP
3
MAJORS
13,434
#4
of the UW’s nonresident
freshmen came from
California last year
of Northern California
alumni
1. Business Administration
2. Electrical Engineering
3. Psychology
UW contributors from
Northern California
The UW’s ranking
among American public
universities according to
Times Higher Education
Last updated on 10/23/12
www.uw.edu
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WE ARE HUSKIES!
Guidelines for Facebook
DOMESTIC FACEBOOK PAGE
Map image of locality,
includes city within the
state or region
Photo of locality
UW wordmark
Domestic Regional
Facebook mark
Facebook headline text
UW Alumni Association
identity included in photos
INTERNATIONAL FACEBOOK PAGE
Map image of locality,
includes the country
or region
Photo of locality
International
Regional Facebook
mark
UW block W
Facebook headline text
UW Alumni Association
identity included in photos
Note on using marks files for the Web: Use a graphics editing program to re-size images for Web, do NOT rely on the HTML code.
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WE ARE HUSKIES!
Guidelines for Facebook
IN-STATE FACEBOOK PAGE
Map of locality if
available; if not use
solid University Gold
Photo of locality
UW wordmark
UW block W
Facebook headline text
UW Alumni Association
identity included in photos
SMALL REGION FACEBOOK PAGE
Univesity Gold
panel
General UW
spirit photo
UW wordmark
Domestic Regional
Facebook Mark
Facebook headline text
UW Alumni Association
identity included in photos
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WE ARE HUSKIES!
Application of marks in promotional products
Examples of promotional products, as they might make use of UW branding and Regional Huskies mark:
COFFEE THERMOS / MUG
UW patch & band: 2 colors
Huskies mark: reversed out over purple
BASEBALL CAP
UW patch & band: 2 colors
Huskies mark: reversed out over purple
i PAD COVER
Patch/Huskies:
reversed out mark
i PHONE COVER
Patch/Huskies:
reversed out mark
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