Benedictine Marketing + Communications

VERTICAL AND HORIZONTAL LOCKUPS

The vertical and horizontal lockups are designed for special applications. They should never replace the primary lockup, but should only be used when space restrictions require them.

VERTICAL LOCKUP

HORIZONTAL LOCKUP

TWO-COLOR

The two-color version of the logo, which appears in the primary BenU colors, is used in most situations. If printing restrictions are an issue, one of the one-color versions can be used. When placing on black or another dark background color, use the two-color version with a white fill behind the banner.

DOWNLOAD LOGO FILES

File downloads are provided as ZIP compressed folders containing the logo files. To open a ZIP folder, right-click on the folder and select Extract All, then click Extract. EPS files can only be opened in graphic design software such as Adobe Illustrator. Provide EPS files to vendors who request a vector file, or direct them to this page.

ONE-COLOR

These logo versions should be used only if printing restrictions require it.

DOWNLOAD LOGO FILES

File downloads are provided as ZIP compressed folders containing the logo files. To open a ZIP folder, right-click on the folder and select Extract All, then click Extract. EPS files can only be opened in graphic design software such as Adobe Illustrator. Provide EPS files to vendors who request a vector file, or direct them to this page.

EPS

EPS – PMS
JPEG – RGB
EPS – CMYK
PNG – RGB

EPS

JPEG – Black
JPEG – Red

EPS

PNG – White
PNG – Red
PNG – Black

PLACEMENT

EMAIL EXAMPLE

With emails, use the logo on the header element and sign off. Do not typeset the University name. Do not use more than two logos on a communications piece.

WEBSITE EXAMPLE

On the web, use the logo in the header and footer. Do not typeset the University name. Do not use more than two logos on a communications piece.

SIZE AND CLEAR SPACE

Using the logo consistently is critical to our brand’s integrity. Following these simple rules will ensure a clear and compelling visual brand across all of our communications.

LOGO SIZE

Whenever possible, use the logo at its preferred size (1.25 inches) for all applications. Never reproduce the logo at widths smaller than 1 inch or 72 pixels. (If it’s absolutely necessary to print it smaller than 1 inch, the logo is still legible at 0.75 inches.) There is no maximum size limit, but use discretion when sizing the logo. It should never be the dominant element on the page; instead it should live comfortably and clearly as a signature.

CLEAR SPACE

We need to ensure that clear space is maintained around the logo. That way, it’s always legible and has room to breathe. Photos, text and graphic elements must follow this guideline. Use the upper section of the banner as shown to gauge the clearance around all four sides of the lockup.

UNACCEPTABLE USES

Here are a few examples of practices to avoid.

• Do not rearrange the logo elements
• Do not stretch or compress the logo
• Do not add an outline or stroke to any part of the logo
• Do not use drop shadows with the logo
• Do not change the font or recreate the logo for any reason
• Never use the banner alone without the wordmark

Our color palette helps people identify us at a glance. The way we use color sets the mood for each of our pieces, bringing an energy and vibrancy to our communications. ASE color palette files for use with graphic design software are available upon request.

PRIMARY COLOR PALETTE

The primary palette, made up of our main University colors, should be present in all communications. Consult the chart and examples below to guide use of these colors.

SECONDARY COLOR PALETTE

Our secondary palette complements the primary palette and creates flexibility so that communications can shift for various needs. These colors are always used at 100% tint. Consult the chart and examples below to guide the use of the secondary palette.

USING COLOR

When using the BenU color palette, it is important to maintain a sense of hierarchy, balance and harmony. Our color system is extremely flexible, but some restraint is necessary. Unique and exciting color schemes can be created by adding as few as two or three colors to the primary palette.

The following pages draw from the entire palette to show how color combinations can be developed successfully. Each is different, but they all retain the character and emotion of the BenU brand. Review the horizontal banding as a guide to the ratios of each color that a piece might use to achieve the desired feel. This is not meant to be a precise mathematical system, but is intended to give an idea of relative use. It’s also important to note that the primary colors play a role in each example, even if it’s a minimal one.

When it is used thoughtfully, typography becomes a powerful brand tool that can reinforce our messages or add visual meaning. BenU’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.

PRIMARY FONTS

Knockout, our primary sans-serif family, is a mainstay in our communications. Avenir, our secondary sans-serif, performs well at small sizes and in longer-form text. Used together, these typefaces create a clear hierarchy for content legible and engaging. Licenses for these branded fonts are limited and are managed by the Office of Marketing and Communications. To request consideration for a license, please contact Courtney Croft at [email protected]

PRIMARY SANS SERIF

Uses: headlines, subheads, lead-ins, pull quotes, callouts

SECONDARY SANS SERIF

Uses: subheads, lead-ins, pull quotes, body copy, callouts, captions

SECONDARY FONTS

Our brand fonts may not always be available for use in Word documents, PowerPoint presentations and other digital applications. Appropriate substitutes are listed here.

PRIMARY SANS-SERIF SUBSTITUTE

Oswald is the acceptable substitute for Knockout. Oswald is available for no cost from Google Fonts.

PRIMARY SANS-SERIF SUBSTITUTE

Oswald is the acceptable substitute for Knockout. Oswald is available for no cost from Google Fonts.

SECONDARY SANS-SERIF SUBSTITUTE

Arial is the acceptable substitute for Avenir. Arial is a system font and should be a default font on your computer.

FONT USUAGE

Arial is the acceptable substitute for Avenir. Arial is a system font and should be a default font on your computer.

LEADING

Line spacing, called leading, is critical to setting professional-looking type that is easy to read. Leading should be set tight, but not too tight. With our typefaces, text generally looks best with leading set slightly looser than the default.

TRACKING

Correct letter spacing, called tracking, also makes the type easy to read. Outside of headlines, text should always be tracked at the default setting, and optical kerning should be used when it is available.

Note: Start with leading that is two or three points higher than the point size of the text or use the default setting. This will not always be right, but can easily be adjusted from there.