Graphic Identity Standards

In 1997, working with University Relations, Enrollment Management and others, two external consulting firms extensively surveyed and conducted focus groups with faculty, staff, current and prospective students, alumni, and randomly selected individuals in key geographic areas. One results of this research was an emphatic recommendation that Bradley develop a new "graphic signature" to replace the flame logo which was designed in the early 1980s. Their studies revealed the logo had little or no association with Bradley outside the Peoria area and was often thought to signify a relationship between the University and a religious denomination.

Designed by The Lawlor Group of Minneapolis, Bradley's graphic signature is a wordmark- a type treatment of the words "Bradley University." The Lawlor Group designed the wordmark as part of their design responsibilities for a series of admissions publications. From the many treatments considered, a clean classical design was chosen, one that is intended to embody the University's stature, quality, and substantial history. The image shown here replaces the flame logo and wordmark and appears on all University publications, signage, and electronic media and is used in the design of letterhead, envelopes, and business cards.

The focus is on our name, not on a symbol. In addition to the many other benefits of using our graphic signature to emphasize our name, and hence our identity, will be increased name recognition and greater awareness of Bradley's special place in the higher education community.

In order to present a consistent, unified, and effective graphic image, Bradley must consistently coordinate the appearance of its visual communication. To do so, University Relations has developed the following graphic standards for the use of the new wordmark. The success of this graphic identity program depends on consistent, faithful adherence to the guidelines. Refer to the manual whenever you are planning a publication on behalf of the University. Any question regarding usage of the wordmark should be directed to the office of University Relations at ext. 3164.

Image

ll marketing communication efforts at Bradley are tied together by a common element--the Bradley University wordmark. A clean, classical design was chosen to communicate the University's prestige, quality, and tradition. The wordmark consists of the stacked words "Bradley" and "University" set in a customized version to two fonts, Sabon and Gills Sans, separated by a rule (line). It cannot be accurately replicated by just typing in the letters. It must be reproduced only from original artwork (available on paper or as a computer file). The wordmark must not be rekeyed, redrawn, reproportioned or modified in any form. It is the University's official signature.

Image consistency is perhaps the most important element of brand awareness. Why? Because to achieve maximum frequency, we not only have to say the same thing over and over--we also have to say it in the same way. In other words, the effectiveness of our message depends on consistency.

Publications

The quality of any organization is communicated through or reflected in the quality of its publications. Each year the University produces hundreds of brochures, newsletters, manuals, guides, and other printed materials. Each is an "ambassador" of the University. It is important that every one appears to be part of the same family by sharing certain graphic elements.

Proper identification of Bradley University, using the wordmark, must be placed on the front of all University publications. University publications are those brochures, booklets, newsletters, catalogs, bulletins, announcements, flyers, programs, invitations, electronic media, poster, and like items that use the university name and are distributed off campus. University publications do not include student publications.

Samples or mock-ups of these materials must be submitted to the Office of University Relations for approval prior to production and distribution. This will ensure proper compliance with the guidelines and will enable University Relations to have a clear understanding of the different materials and messages being disseminated. University Relations will not in any way proofread, edit, or otherwise revise copy (content) of submitted materials and will make every effort to turn around materials within two working days.

Color and Contrast

Color adds impact, and its consistent use is an important part of brand identity. Whenever possible, the wordmark should appear in red (PMS 200) with a black rule. Only when other color/design ingredients make the use of red impossible, the wordmark may also appear in a single dark color (black preferred) or in white on a dark background. The wordmark may be used over a photograph or pattern if there is sufficient contrast.

Computer files and flat art of the wordmark are available from the Office of University Relations (Ext. 2239) or Instructional Technology and Media Services (Ext. 2343). Files for use in electronic media are available from Instructional Technology and Media Services. The wordmark will not reproduce according to specifications by downloading it from the web.

Size

The wordmark should be used in a size large enough to ensure legibility. The measurements listed below represent the minimum length of the wordmark for various publication sizes:

Size of publication and Minimum length
Larger than 12x12 inches - 4 inches
8 1/2 x 11 to 12 x12 inches - 3 inches
4 x 9 to 8 1/2 x 11 inches - 2 inches
Smaller than 4 x9 inches - 1 5/8 inches
Newsletter mastheads - 1 1/4 inches

To help ensure that the wordmark stands out, allow sufficient "buffer space" around it-- clear space without any other type or artwork. The standard amount of buffer space is 1/4-inch or the height from the rule to the bar in the letter A.

Stationery

Stationery is the primary means of communicating Bradley's image at the personal level. Letterhead, envelopes, business cards, and related items should be consistent for all University units.

Letterhead: All stationery items follow a standard format featuring the Bradley University wordmark as the primary design element. The name of the unit, college, address, and/or telephone numbers (desk/fax/800) are positioned at the bottom of the page in Sabon type face. (See example). Letterhead may not be preprinted with an individual's name, phone number, or fax number. (The general public perceives personalized letterhead as wasteful.) Your typed closing and signature are sufficient. Other logos are not permitted on University stationery. They detract from a unified University image, increase visual clutter, and take attention away from the message.

Formal stationery items will be printed in two colors of ink, red (PMS 200) and black.

View a graphical sample of the letterhead. Go>

Envelopes: The return address is positioned in the upper left corner of the mailing panel of the envelope. The return address should include the name of your unit, college, and 1501 West Bradley Avenue, Peoria, Illinois 61625.

View a graphical sample of the envelope. Go>

Paper: Neenah, 24# Classic Laid recycled Bright White. A 20#, plain white bond may also be used to economize on mass mailings involving laser printers.

Business Cards: University business cards are the only stationery item that you may personalize. Your Bradley business card is to include University business information only. Name, title, college (if applicable), street address, city, state, zip code and office telephone number need to be on all business cards. Additional information including fax number, 800-number, cellular phone number, pager, or home phone number may be included if it has direct application to University business and if it fits within the maximum number of lines of information allowed.

Individuals are encouraged to use Bradley's home page web address: www.bradley.edu on business cards. Addresses for other Bradley web sites which have direct application to University business (eg. athletics, alumni relations, admissions) may be used with prior approval of the Office of University Relations. No web addresses for personal home pages are allowed on business cards.

There are two versions of business cards. Version A has a maximum of six lines of information. Version B has a maximum of nine lines of information. The back of the business card may be used for foreign language translations only. University funds may be used to only purchase business cards that follow the two approved formats below.

View graphical samples of the business cards. Go>

How to Order You can obtain order forms for stationery, envelopes and business cards through Instructional Technology and Media Services, Bradley Hall, Room 2, 677-2343. Submit the completed order form along with a requisition to Purchasing, Swords Hall, Room 103. This will help to maintain consistency in design and color and the speed and cost efficiency of all stationery orders.

Electronic Media

Television: All University video productions must incorporate the wordmark. The wordmark must be visible for a minimum of :03 seconds as part of the open and close of the video. Color and contrast guidelines stated previously should be followed.

PowerPoint and slide presentations: The University wordmark should be used to open and close University produced presentations to all external audiences. Color and contrast guidelines stated previously should be followed.

Official Web Sites: A template incorporating the wordmark is available for official pages on the Bradley University Web Site. Page managers should contact University Relations or the Office of Public Information for access to the template and instruction on its use.

Other Authorized University Marks

Bradley Seal
The seal is a more formal symbol of the University than the wordmark. It is used for diplomas, certificates, plaques, documents of an official nature, and on formal invitations from the President. For uses other than those listed above, please consult with the Office of University Relations.

Athletic Logo
The Braves logo is used by the Athletic Department only.

Other Authorized Subordinate Symbols

No unauthorized wordmark, logo or graphic element may be used to represent the University or any of its colleges, schools, divisions, departments, programs or offices. However, units with significant external responsibilities or a high level of public visibility may have distinct logos that may be used as subordinate symbols with the wordmark with prior approval from the Office of the President. Those units that have been approved to date include: the Institute for Learning in Retirement, Bradley University Institute for Gifted and Talented Youth, Center for Executive and Professional Development, and WCBU.

Legal Considerations

The name Bradley University is registered with the U.S. Patent and Trademark Office, and Bradley University has exclusive ownership rights regarding the use of the name.

Any groups intending to use the name Bradley University or any authorized University marks in the production of any promotional items (T-shirts, sweatshirts, etc.) with the intent of resale must have the design approved by University Relations and use vendors who are approved under the University's licensing program through Licensing Resource Group. A list of approved vendors is available through the Office of the Vice President for Business Affairs, ext. 3150.

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