The Wordmark The wordmark, an integral part of Stetson's image and the primary identifier of the university, says what we are in a graphic manner in the most economical way. A picture is worth a thousand words. When the graphic designers developed this design, they were interpreting responses, by the design committee, tothe question: "What is Stetson University?" Academically distinctive. Permanent. Traditional. Strong. These are Stetson's attributes -- and what the word mark represents. The wordmark serves another essential purpose. It signifies the importance of the word UNIVERSITY. Stetson is not a school or college: It is a university. We have a College of Arts and Sciences, a College of Law, a School of Business Administration, anda School of Music. Using the wordmark is important when we remember there are other Stetsons, too. Here is an example of the wordmark. It should not be printed any smaller than 1 7/8 inches long because it would not be effective or legible. How and where should the wordmark be used? The words "Stetson University" must be prominently displayed on the front cover of all publications. The wordmark is the most effective and efficient way to do this. There are times, however, when using the wordmark isnot possible, such as in the mailing address of a business reply postcard. In these cases, the words "Stetson" and "University" MUST BE USED TOGETHER. If the wordmark is not on the front, it should be prominently displayed on the first inside page and on the back cover. In short, our goal is to show the wordmark prominently on each published piece to reaffirm affiliation with Stetson. PROTECT THE INTEGRITY OF THE STETSON UNIVERSITY WORDMARK: DO leave a protected white space around all sides of the wordmark. Words, art, and pictures shouldn't be too close. DO place the Wordmark in a horizontal position. The wordmark should not be slanted, skewed, distorted, separated, or stretched. DO use a PMT (photomechanicaltransfer) of the wordmark on your publication. PMTs are available through the campus Print Shop. DO print the wordmark in Stetson Green, black, silver, or gold, or reverse it out of another color so that it appears white. Logos Both the College of Law in St. Petersburg and the DeLand campus have adopted a logo that can be used with the wordmark. Inaddition, certain departments or programs may substantiate the need to establish a logofor stationery, jewelry, and brochures. Since the wordmark is the primary identification for the university, all logos should be designed and used in conjunction with the wordmark. The purpose of the logo may be to establish a separate identity, but don't forget that it is essential to establish the relationship of the program to Stetson University. The color of the logo should be similar to the wordmark and should not dominate the wordmark. It is important that the university organization be associated with the university and vice versa. One derives strength from the other. Remember, our program is based on good design principles, not personal preferences. Our goal is to effectively communicate "Stetson University." The elements of our University Image Program send the message that we are all one university, one team. Stetson in Type Goudy Oldstyle is the preferred official university typeface because it is closest to the styleof our hand-drawn wordmark. Goudy is described by typographers as having the sameattributes as Stetson--that is why it was chosen to be part of our image. Goudy Oldstyle is a serif typeface. Readers' surveys show that typefaces belonging to the serif family are the most legible. If Goudy Oldstyle is not available on your computer, try to match it closely to the example on the following page or check with the Public Relations & Communications Office to help pick an alternative typeface. In addition, external professional typesetting shops can help with major jobs, and areeasily accessible. Facts about type: If it is not readable, it is not good typography. Readability is affected by many factors including: The style and appearance of the typeface. Keep it simple. All-caps slow reading, and take up more space. Italics are harder to read. The size of the typeface. Generally, larger is better. Remember your audience. The line length. Narrow columns are easier for the eye than wide ones. But very short lines and very long lines are hard to read. The amount of leading (space) between lines. Add about 2 points to the size of the body copy. Example: 10 pt. type, 12 pt. leading. The contrast between the darkness of the type and the paper. More is better. The line justification. Left justified text is generallyeasier to read than both sides justified. Typesetters and printers usepoints to measure type sizes and picas to measure column widths. There are 72 points to an inch (72 pt. type is about an inch tall) and 12 points to a pica; in other words, 6 picas to an inch. Stetson in Color Stetson University's colors have been the same since its founding, and are derived from the colors of the orange tree: dark green leaves and white blossoms -- green stands for growth and white for purity. Gold is also appropriate as it represents the orange. Our colors are an integral partof our university image. Since there are so many shades of green, our design consultant identified one Pantone Matching System color (universal color standard) as "Stetson Green." It is PMS 342. This color is recommended for use on coated and non-coated paper surfaces. Use discretion when using the university's colors. Sometimes green is not appropriate. If your budget can only afford to print a one-color document, and you are planning to use photographs, don't use green!! "People pictures" work best printed in "people" colors: black or brown tones, not green, red or blue. Don't think that using color necessarily makes for an interesting publication. In the final analysis, your design and layout are more important. Even one-color publications can be winners. Control the use of color so that it either identifies the program with the university or ties the program to a specific event at Stetson. That is the goal. Keep it simple, and look at the BIG picture. Use Stetson Green (PMS 342) for one-and two-color publications, unless there is good reason not to. For example, a poster for Casino Night where red and black work best, or a flyer for the tennis event where bright yellow would be appropriate. Have a logical reason to use the colors you choose. Don't select them because of "personal preference" or "just to be different." Our audiences do not work as closely with the publications as we do. Using color andother elements of our university image program wisely helps your audience identify your publication with the Stetson family of publications. We may feel tired of the look, but our audiences find comfort in familiarity. The Grid The grid is used to simplify the design process, to help convey a graphic message ofstrength and unity, and to strengthen the family look of Stetson's publications. The grid is a box, with a thin rule around it, ancho red at its base by a strong bar. It can be used around a full page or smaller as an elementof design around photos or quotes. This is a base for designing your publications. Specifications:For consistency in publications, the basic format fo r 8.5" x 11" is pictured. Be sure to leave about 1/2" of white space as a margin all around the sheet. Your border line can be one point thick; the strong bar at the bottom should be notably thicker, between 6 to 8 points, depending on the size of the page. Be consistent in your publication. Use the same format on each page, whether it is a two-, three-, or four-column format. Your document will flow easier and look more professional. Rule #1 is: Keep it simple and easy to read. Remember your readers. If the publication is not inviting or looks confusing, it won't be read. Paper Using the right paper is important in successfully representing Stetson and improving the overall quality of publications. Many different kinds of stock, both coated and uncoated, are available to achieve a clean, crisp, contemporary look. White paper is the preferred stock for campus publications because it is more readable and looks contemporary. Other color papers or textures may be suitable, depending on the purpose of the publication. Alternate choices in recycled stock can be purchased at comparable prices and send a positive image.