OUR LOGO - North Park

3.0OURLOGO

3.1 / OUR LOGOPrimary UsagePRIMARY LOGO (HORIZONTAL)The North Park logo is the cornerstone of our visualidentity, and its consistent use helps us establish astrong, recognizable brand.The horizontal version should be used almostexclusively; the stacked version is reserved forspecial instances with size constraints.These logos should only be reproduced fromauthorized digital files. Do not attempt to typesetor recreate them yourself.PRIMARY LOGO (STACKED)NOTEOnly use approved North Parklogo and shield files. Neverredraw, typeset, reproportion,or alter them. The MarketingDepartment will provideartwork as needed.North Park University Brand Guidelines / 16

3.2 / OUR LOGOColor VariationBLACKTWO-COLOR REVERSEDNORTH PARK BLUEONE-COLOR REVERSEDUse these secondary logos only when printing limitationsprevent the use of the primary logo. The logos shownhere are the only approved alternatives, and they shouldbe used sparingly.Use the reversed versions when the color of thebackground doesn’t create enough contrast for theprimary logo to be legible.North Park University Brand Guidelines / 17

3.4 / OUR LOGOSizeTo maintain full legibility, never reproduce the logo atwidths smaller than what is shown here—both in printand on screen. There is no maximum size limit, butuse discretion when sizing the logo. It should never bethe most dominant element on the page, but instead,the logo should live comfortably and clearly as anidentifying mark.MINIMUM SIZENo smaller than1.25 inches wideNo smaller than1 inch wideUsing the proper vector files, the logo can beproportionately scaled as large as necessary.North Park University Brand Guidelines / 19

3.5 / OUR LOGOClear SpaceTo maintain maximum impact and legibility, clearspace must be maintained around the logo. This area ismeasured using the height of the capital N in the logo,as shown.No other graphic elements, typography, rules, or imagesshould appear inside this clear space.North Park University Brand Guidelines / 20

3.6 / OUR LOGOSub-Brand LockupsFollow these rules when creating lockups for schoolsand colleges. The text should appear in Freight Text ProMedium, with the leading set to the same value as thetext size. The x-height of the sub-brand, as well as thedistance between the yellow rule line and the text aboveand below should be equal to half of the letter height ofthe “North Park University” text. The rule line shouldalign with the right-most point of the “North ParkUniversity” text, or the sub-brand, whichever is longer.RULE LINE ALIGNMENTRight-mostpointRight-mostpointNorth Park University Brand Guidelines / 21

3.7 / OUR LOGOImplementationDON’T skew, stretch, or bend the logoDON’T rotate the logo.DON’T use drop shadows or otherDON’T use any colors other thanDON’T outline the logo, or its elements.DON’T crop the logo.in any way.To ensure consistent use of the logo, here are somepractices to avoid.visual effects.those specified in this document.North Park University Brand Guidelines / 23

3.9 / OUR LOGOThe University SealBLACKNORTH PARK UNIVERSITY BLUEThe university seal is reserved for use on officialoccasions and should appear, with few exceptions, onlyon publications generated by the Office of the President,such as diplomas, commencement pieces, and otherofficial documents. Preferred colors for the seal areNorth Park University Blue (PMS 281) and black. Theseal should never be separated into multiple colors. Forall uses of the seal, please request the advance writtenpermission of the Office of External Relations and theOffice of the President.As with all North Park logos and marks, reproducethe seal from authorized, camera-ready art, and avoidredrawing, reproportioning, or altering it. The Office ofExternal Relations will provide seal artwork as needed.North Park University Brand Guidelines / 25

4.0OURCOLORS

4.1 / OUR COLORSPalettesOur color palette has four layers: primary, secondary, accent, and neutral.Communications should lean heavily on our primary palette, but may use thesupporting palettes to keep layouts from becoming too stale or one-dimensional.When using color builds, always use the color values listed on the following pages. Theyhave been adjusted for the best reproduction on screen and in print, and may not matchPantone Color Bridge breakdowns.Note: A robust color palette provides options, but thoughtfulconsideration and restraint should be exercised to maintainour visual identity. The diagram below is a general guide formaking effective choices. This isn’t meant to imply a strictmathematical distribution of the colors; rather, these ratiosshould help your design pass a squint test.In general, the color codes originate from Pantone Color Bridge Coated, 2016.PRIMARY70%SECONDARY30%North Park University Brand Guidelines / 27

4.2 / OUR COLORSPrimary PaletteOur primary palette consists of North Park’s yellowand blue. Layouts will lean heavily on this palette, butwill also mix with the supporting palettes to buildcolor schemes that are complementary and balanced.Since the coated and uncoated versions of some colorsvary greatly, be sure to select the appropriate versionof North Park Yellow for the type of paper being used.NORTH PARK YELLOWNORTH PARK BLUECoatedUncoatedPMS 116PMS 108PMS 211/41RGB0/45/98HEX#FBD329HEX#002D62North Park University Brand Guidelines / 28

4.3 / OUR COLORSSecondary PaletteOur supporting palettes complement the primarycolors and create flexibility so that communicationscan shift for various needs. Secondary colors shouldnever be used exclusively or more prominently thanthe primary palette.Use these colors for headlines, subheads, callouts,or color floods.PMS 301PMS 299PMS 6/256HEX#00699FHEX#00A3E0HEX#DC6B2F#FFFFFFNorth Park University Brand Guidelines / 29

5.0OURTYPOGRAPHY

5.1 / OUR TYPOGRAPHYNorth Park’s display typeface is Tungsten. This isa strong, bold font that can be used for headlines,subheads, numerals, and callouts. Always set Tungstenin all-caps and use it for short lines of copy. Never use itfor body copy.To obtain font files, please contact Marketing.When creating materials that will be displayed oncomputers that don’t have these fonts, replace Tungstenwith Impact.WEIGHTSMEDIUM / SEMIBOLD / BOLDCHARACTERSABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@# %&EXAMPLESFICIDUCI VOLESTIURIA NOSEbit re cum estio molupti untius, intoma volorporum facernatur? Nem eatiisquam, occusan ihitae suntia estrumnum, officipsuntKETCHUP IS JUST WRONGThe Chicago Dog is a Windy City classic, anda big favorite with sports fans. The frank mustbe all-beef, the bun must be poppy seed, theingredients must be piled onto the bun in theorder specified. And whatever you do, don’tspoil the splendor with ketchup.North Park University Brand Guidelines / 33

5.2 / OUR TYPOGRAPHYNorth Park’s serif typeface is Freight Text Pro. This is aclassic, legible typeface with modern serifs and a varietyof weights for effective communication. Use this typefacefor body copy, captions, headlines, and subheads.To obtain font files, please contact Marketing.When creating materials that will be displayed oncomputers that don’t have these fonts, replace FreightText Pro with Palatino.WEIGHTSWORKING WITH NUMERALSLight / Book / Medium / Semibold / Bold / BlackFreight Text Pro has botholdstyle and lining numerals.To change between them,Access the OpenType menuin the character GHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@# %&EXAMPLESPed quibus dolupti simorerumquame pas rehenti.NEIL CARLINChicago opens the door toa world of opportunities.We’re located in the North Park neighborhood in thevibrant city of Chicago. And we wouldn’t have it anyother way. Because Chicago is more than a city. It willbe your classroom, your playground, and your home asyou find your place in the world.North Park University Brand Guidelines / 34

5.3 / OUR TYPOGRAPHYUsageUsing type thoughtfully is a crucial detail to making ourdesigns look professional. Follow these tips to make sureour typography is consistent.Leading that’s too loose leavestoo much pause between lines.LEADINGLine spacing, called leading,should be set tight, but nottoo tight. In most cases, tryleading that’s 2 points higherthan the type point size.21 pt. type / 31 pt. leadingLeading that’s too tight leaves toolittle pause between lines.21 pt. type / 18 pt. leadingWhen leading is correct, thereader won’t even notice.21 pt. type / 23 pt. leadingTracking that is too looseleaves too much space betweenletters. 75 trackingTracking that’s too tight leavestoo little space between letters.TRACKINGCorrect letter spacing, calledtracking, should always beset slightly tighter than thedefault setting, and opticalkerning should be used whenit’s available.–75 trackingWhen tracking is correct,the reader won’t even notice.–5 trackingNorth Park University Brand Guidelines / 35

6.0OURDESIGN ELEMENTS

6.2 / OUR DESIGN ELEMENTSOutlined Shadow TextCreate extra emphasis by adding a shadow effectto certain high-impact headlines. This element should beused very sparingly.DON’T use overly thick strokes forthe shadow.DON’T place too much space betweenthe text and the shadow.GENEROSITY GENEROSITYNorth Park University Brand Guidelines / 38

6.3 / OUR DESIGN ELEMENTSColor OverlaysUse color overlays with photographs to create visualinterest. This adds variety and texture to a design andworks well for background images.To achieve this effect in InDesign: Begin with a black-and-white photograph. Place a solid shape filled with an 85% tint of PMS 299over the photo box. Set the effect to Multiply.Color overlays should only appear in an 85%tint of PMS 299.North Park University Brand Guidelines / 40

6.4 / OUR DESIGN ELEMENTSPhoto BarsCreate hierarchy by adding a rectangular border to oneside of a photograph. Using this element sparingly canhelp lead the viewer’s eye.Photo bars should only appear in North ParkYellow (PMS 116).North Park University Brand Guidelines / 41

8.0BRANDEXAMPLES

8.1 / BRAND EXAMPLESBrochureSample CoverNorth Park University Brand Guidelines / 48

8.1 / BRAND EXAMPLESBrochureEMBRACE YOURCALLING.At North ParkUniversity, we see itas our responsibilityto help you find—andlive—your truth.DYLAN OWENSOmni consed que et, nes rate destemsedi alit adi repere simossi consequevolupta aliqui non corera as. Soloremdolecatius auteni cus, omnit, seredolorent ex eos ressunt. Luptio mavelicat dolupta eptur.Maybe you know exactly what you want tostudy, to do, to be. Or maybe you’re stillsearching. Either way, our core liberal artscurriculum enables you to explore your interestsand find your passions. And along the way, you’llgain the knowledge, skills, and opportunities toturn those passions into a living and a life.Agnat dania quis adit, ut am,nisquo volorae erchil ipsumanimeni tiaerum ea essunt eat.Nam fugia voluptatur aborrorepudam, comni alique eium niatur.Seque iliti alitaque occum.Sample spreadNorth Park University Brand Guidelines / 49

8.1 / BRAND EXAMPLESBrochureOUR FAITHMAKEUPPed quibus dolupti simodistrum quaesti ium quererumquame pas rehenti.FICIDUCI VOLESTIURIA NOSEbit re cum estio molupti untius,into ma volorporum facernatur?Nem eatiis quam, occusan ihitaesuntia estrum num, officipsunt.NEIL CARLIN15EVANGELICALCOVENANT CHURCH35PROTESTANT24CATHOLICFICIDUCI VOLESTIURIA NOSEbit re cum estio molupti untius, intoma volorporum facernatur? Nem eatiisquam, occusan ihitae suntia estrumnum, officipsunt.A JOURNEYGUIDED BY FAITH.Test everything.Hold fast to what is good.Our beliefs are rooted in theteachings of the EvangelicalCovenant Church. We holdstrong to these truths as weopen our hearts and minds tothe beliefs of others.We want to open a dialogue,so we welcome you to expressyour faith however you see fit.Because we believe that we canlearn more together than wecan apart.20NO FAITH TRADITION3ORTHODOX2MUSLIM1JEWISHSample spreadNorth Park University Brand Guidelines / 50