Page 1: Print Standards | Page
2: Web Standards
CONCORDIA VISUAL STANDARDS
Contact: Roger Degerman-
degerman@cord.edu;
299-3147
LOGO USAGE
To
simplify and strengthen the official use of the college logo,
we are narrowing down our variations to one. Also, a slight
modification in the type is applied to make the artwork stronger
and more consistent with other existing type.
Download
a high-resolution logo for print use.
When used as artwork, “CONCORDIA COLLEGE” should
always be in all caps.
Always
include Moorhead Minnesota or MOORHEAD MINNESOTA attached
as illustrated here. This is the only usage of the Stone San
Serif font that will continue. It is important that it is
clear to the reader that we are Concordia College, MOORHEAD
MINNESOTA, not one of the many other Concordias in the country!
The college seal is not the Concordia logo. It is the college’s
policy that the seal not be used, unless explicit permission
is granted by the Office of Communications and Marketing.
Vendors/manufacturers are required to pay royalty fees to
U.S. Licensing when they use a trademarked image of the college
on any memorabilia item. Please contact the Office of Communications
and Marketing to receive the most recent list of authorized
vendors.
FONTS/TYPE
In an effort to more clearly communicate the messages we deliver,
the use of type in external publications will be simplified.
Consistency plays a critical role in type usage. A simple
rule is to use the same font throughout the entire piece.
In order to keep visual interest in our text-heavy publications,
use a serif and a sans serif font together - even play them
against each other for variety.
Our flagship font has been Stone Serif. Stone Serif will remain
the key font. One modification involves condensing the font
to 95 percent horizontal as body copy and 80 to 90 percent
on headlines (bold).
A sans serif font is needed to complement a serif font. Univers
and Univers Condensed will be used accordingly for body copy
and Univers Condensed Bold will be used for headlines. Univers
is a modern sans serif font and, as a naturally condensed
font, it enhances the more classic or academic feel of Stone
Serif.
Most of the internal design is produced on the Mac platform.
Currently, Concordia owns these fonts for that platform only.
Replacement fonts common on all Mac and Windows machines are
Times or Times New Roman to replace Stone Serif, and Helvetica
or Helios to replace Univers. A Web usage replacement strategy
is available in the
Web standards guide.
COLOR
Our school colors are maroon and gold. Maroon will continue
to be used, although how it is used will change. One of the
biggest challenges with using maroon is that when it is screened
back, it becomes variations of pink or mauve. Another concern
is in producing photographs or halftones in maroon ink. Buildings
and trees, athletic uniforms and faces of people turn pink
because the rich maroon ink initially applied has been screened
back to produce various shades of tone in a typical photograph.
To make the use of maroon stronger and more consistent, it
will be used at 100
percent - and never screened lighter than 80 percent. Halftones
(photographs)
should not be reproduced using maroon ink (to avoid pink faces,
etc.), and
screens lighter than 80 percent must be avoided. Therefore,
if a publication has
photographs, it should not be printed in maroon ink only.
(A two-color
solution would be black and maroon, running the photographs
as black.)
