The CEU Graphic Identity Consists Of A Family Of Logos Representing The .

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The CEU graphic identityconsists of a family oflogos representing theschool and its affiliates,plus correspondingsuites of materialsfor correspondence,presentation, and otherpurposes. Any questionsregarding usage shouldbe directed to AdriBruckner, Director ofCommunications, atbrucknera@ceu.edugraphic standards guide / 2

tableof contents4 / CEU Logo5 / Usage6 / Elements7 / Placement8 / Color9 / Color versions10 / Color backgrounds12 / Additional colors13 / Unit logos15 / Unit logos / Exceptions16 / Typography17 / Primary typefaces17 / Primary typefaces / Usagegraphic standards guide / 3

ceu logoSince the master logo is the common thread throughout Universitycommunications, it should be your starting point in the creation of allmarketing materials. Deliberate, consistent placement of the logo willCEU master l ogoestablish the University’s name and institutional credence withoutdistraction from your message. There are very specific guidelinesregarding the use of the master logo. Alterations to the logo areunacceptable.On special, extremly horizontal surfaces like educational fair presence,online banners etc. we offer to use the horizontal logo introduced here.C E U ho ri zo n tal lo goceu unit logos / 4

ceu logo usageWhat not to doThe logo must be present on all University communicationsAs the primary graphic identity for the institution, the master logo must appear on all communications, including brochures, stationery, business cards, and the University website.Do not stretch or alter theshape of the logo in any way.Do not split the mark, thedivider, and the name of theUniversity.Treat the logo as artwork, not as typographyThe master logo is the University’s single most important visual element and should betreated as a graphic icon.Do not create outlineversion.Never manipulate the logo in any wayThis rule includes but is not restricted to type, rules, surrounding boxes, shadows, outlines,and embellishments. Do not create secondary (sub) logos to represent a school, college,center, or institute, as this is confusing to audiences and dilutes our goal of creating acommon, mutually reinforcing image. There is an authorized suite of logos for schoolsand departments and certain other units. Please turn to the Communications Office withany questions regarding unit logos.Do not use the logo rotated.Do not change thecomposition of the logo.Do not make any alterationon the logo.CEUceu logo usage / 5CentralEuropeanUniversityDo not change the typefacein the logo.

ceu logo elementsWhat not to doEach element of the logotype draws the focus to the acronym, completing it. The wheelof triangles bursting from the line of text intensifies this emphasis in the composition ofthe elements of the logo.Do not re-arrangethe elements of the logo.Do not take out anypart of the logo.Wheel of TrianglesThe wheel of triangles contains nineisosceles triangles,which point the attention to the CEUacronym. Their shorter sides are curvedinto the arc. Eight ofthe triangles areblack, the fourth one(counter clockwise)is turquoise P313.ceu logo elements / 6CEU AcronymThe most highlighted part of the logois the CEU acronymplaced in the centerof the wheel oftriangles. The acronym and the wheelof triangles createsthe mark of CEU.DividerThere is a verticaldivider between theemblem and thespelled out university name. It contains10 dots. Never useany other dottedline instead of theoriginal. The nameof the university determines the heightof the dotted line.Name of theUniversityThe name of theUniversity alwaysstands in three lines,each word in a separate one. The firstline is aligned withthe acronym. The letter E in the acronymdefines together theheight of the lettersand the leading.Do not change thecolor, or the size anyof the elements.Never use the CEUemblem without thename of the Universitywithout consulting theCommunications Office.Do not change any partof the logo.

ceu logo placementWhat not to doBalance is an essential feature of good design. Graphics, imagery, and text must all bebalanced on the page so that each is able to speak clearly. Placing any element too closeto the master logo diminishes its importance.Do not use the logosmaller than 20 mm.Do not place any other logo or elementtoo close to the logo20 mmPrint exclusion zoneWhen using the logo in a communication, always make sure that you give itsome breathing space.Measure clear space by the heightof the letter “E” in CEU for both the vertical and horizontal space, that will give theroom it needs to stand out.ceu logo placement / 7Minimum sizeThe CEU signature reproduces well atalmost any size. Going too small, however,can damage the logo’s integrity – and effectiveness. To be sure the logo is alwayslegible and recognizable. Never reproduceit at less than 20mm.

ceu logo colorWhat not to doConsistent use of color is one of the easiest — and most effective — ways to break throughcommunication clutter, to rise above the noise. Our graphic identity primary colorpalette was selected to give us a strong visual tie and differentiator to the University.Whenever possible, the master logo should appear in its own colors, and should neverbe represented in any other colors. Use only 100 percent of the officially designatedshades and always insist upon accurate color matching, as poorly matched colors willweaken the impact and effectiveness of the logo.never reproduce thelogo in colors other thanthose described above.never reverse out/mixthe colors of the logo.never use the logo inCEU turquoise.never use the logo inany other color (describedabove).Print / Pantone 313 EC / Cmyk 100/0/11/2Print Pantone Pro Black EC / Cmyk 0/0/0/100Digital / Rgb 0/152/195 / html: 0098c3Digital Rgb 30/30/30 / html: 1e1e1eceu logo color / 8do not replace the CEUturquoise with any otherblue.

ceu logo color versionsWhat not to donever use the logo inturquoise with whitetriangle and dotted line.never use any othercolor for the triangleand the dotted line, thanblack or white againstany color backgroundDual color logoAlways use the logo consistently in its original coloracross the vast majority ofapplications. But if necessary,it can also be reversed out,or used in one color, whichis black.ceu logo color / 9Single color logoIn black and white publications the logo shouldappera like above. Whenused in this way, the lettering, the dots and all of thetriangles must be printed inthe same single black color.White out logoWhen you need to use thelogo on a background colouryou can use it white out.You can only do this if thebackground colour is strongenough for the logo to beread easily.never use any othercolor for any part of thelogo than those described here above.

ceu logo on different backgrounds1. Authorized CEU turquoise (PANTONE 313 EC) is preferred when you need a bluebackground. When using blue as a background, there are three options: 1. reverseout the logo, 2. use the black and whiteversions of the logo, or 3. use the blackonly version.2. When the CEU logo is used on a colorbackground that is in equal value orbrighter than PANTONE 313 EC (sample:green, or grey) always use one of the onecolor versions (white or black) avoid theturquoise disappearing.What not to donever use CEU turquoise as a background forthe master logo becausethe turquoise elementsdisappear. See options1, 2, 3 at left.never use similar shadeto CEU turquoise as abackground, becausethe turquoise color willdisappearnever use too dark acolor for background,to avoid losing the logotype.ceu logo backgrounds / 10

ceu logo on different backgrounds3. When the CEU logo is used on a gradient (blue or black) always take care placingthe logo on that part of the gradient whereit is the most visible.4. When the CEU logo is used on a photothe surrounding area should be clean, freefrom small highly contrasted details tohelp its visibility.What not to donever use the logo onmessy backgrounds.never use the masterlogo on too dark background.never use the logo on agradient where theturquoise can disappear.ceu logo backgrounds / 11

ceu logo secondary color paletteWhile turquoise, black and white are our distinct and most recognizable colors, there are occasionswhen it is appropriate to use other colors in communication. In those cases, colors should bebright, vibrant, and cheerful. CEU’s secondary color palette includes colors defined below:Print Cmyk 0/0/100/0Digital Rgb 222/0/123Print Cmyk 0/44/100/0Digital Rgb 242/139/0Print Cmyk 67/5/100/0Digital Rgb 86/166/48Print Cmyk 100/0/11/33Digital Rgb 0/110/145Print Cmyk 0/66/100/0Digital Rgb 234/96/118Print Cmyk 29/100/0/0Digital Rgb 160/0/125ceu logo secondary color palette / 12What not to doDo not use pale or pastel colors.

ceu unit logosAll of the schools, departments and centers at CEU have a unit logo incorporated into the CEU visual system. Theselogotypes brand the individual departments, schools, centers, and other entities while demonstrating a connectionto the University. Use logotypes as complements to the master logo or in signatures on school- and departmentspecific brochure covers and website home pages.Secondary logos should be used for unit-specific materials. They should not be used to represent the University in general.ceu unit logos / 13

ceu unit logosWhat not to doAlways treat the unit logo as artwork, not as typography. The master unit logoshould be treated as a graphic icon. Never manipulate the logo in any way. This ruleincludes but is not restricted to type, rules, surrounding boxes, shadows, outlines, andembellishments. Do not create unit logos for non-academic units within the University.Departmentof HistoryDepartmentof HistoryVertical unit logo samplesHorizontal unit logo samplesDepartmentof HistoryDepartment ofHistoryCenter forClimate Changeand SustainableEnergy PolicyCenter for Climate Changeand SustainableEnergy Policyceu unit logos / 14Do not re-arrangeor split the elements ofthe unit logo.Do not change thebalance of elements inthe unit logo.Do not create a logo forany other entity than adepartment or centerof the University exceptvia the CommunicationsOffice.Do not add modifiersto the unit logo, and donot change any of theelements of it.

ceu unit logos exceptionsSome of the units of the University have adifferent logotype than others. These logosshall apply equally to all proposed uses andregulation, as logotypes brand the individualunits while demon-strating a connection tothe University. Use logotypes as complements to the master logo or in signatureson school- and department-specific brochure covers and website pages.What not to doSecondary logos should be used for unitspecific materials. They should not be usedto represent the University in general.Please use only the unit logo as providedby the Communications Office. Alterationsto these logos are unacceptable. Every unithas a horizontal and a vertical versionof its own unit logo, provided in color,black/white and transparent to be able touse on any background.presspressceu unit logos / 15Do not stretch or alter the shape of theunit logo in any way.Do not split the elements of the unit logo.Do not create an outline version.never use the unit logo rotated.Do not alter the composition of the logo.Do not make any alteration on the logo.Do not change the typeface in the logo.

typographyWorking With TypeFont selection is a key component in the creation of successful communications.Typography should work in concert with the overall design, photography, and editorialwriting to help describe and define the University brand. Since our intention is to depictCEU as a 21st-century university that is modern, urban, confident, diverse, and dynamic,choosing the right style of type is essential.Advice on typography· Use clean and classic typefaces, with a preference for sans-serif fonts· We differentiate the CEU Office suite from other communication tool in typography.· Always take care what typeface to use - see page 18.· Use italicized styles sparingly.ceu typography / 16What not to doDo not use fonts that are overly stylizedDo not use CEU turquoise for text color,only for highlightsDo not use type with drop shadowsDo not use outline typeDo not write long sections of copy in capitals.Avoid condensing, excessive tracking, orhorizontal scaling

typography primary typefacesmeta xyz123456789open efghijklmnopqrstuvwxyz123456789Meta OT was originallyOpen SansGeorgia is a default webconceived as a sturdy, basicsans serif typeface, very legible for text at small sizes, withangled terminals and othervisual “noise” to give the facea pleasing, slight informality.The family ideally suited forlogo, branding and creativeindustries, small text as wellas web and screen design.Its clear and timeless linemanagement and formalconsistency make it a greatchoice among the sans serifs.In accordance with its formalcharacter, it is preferred forheavy ‘chunks’ of copy.safe typeface. It takes thecomplexity of serifed characters and makes them notonly comfortable on-screen,but also very attractive.Georgia’s italic is a true italic,unlike many contemporaryfonts. The bold weight hasbeen similarly carefullydesigned, to ensure that itis always heavier than theregular weight; an importantconsideration at small sizeson the screen.ceu typography / 17What not to dotry to avoid using lots of typeface weightsin one communication – too manycan look messy.Do not use type with drop shadowsDo not use outline type

typography usage of primary typefacesmeta xyz123456789open efghijklmnopqrstuvwxyz123456789Meta OTOpen SansGeorgiais exclusively used for CEUstationary suite, do notapply it anywhere else.should be used as the primary font on communicationssuch as posters, invitations,brochures and reports.There are a range of weightswhich can add interest to apublication and emphasisekey messages. In accordance with its formal character,it is preferred for heavy‘chunks’ of copy. This fontsuite is available on O: drivein the CEU Visual Identityfolder, or contact the ITDepartment to install it onyour computer.Use Georgia only fortitles, names, as it hasa very nice classical lookceu typography / 18which helps highlight thespecific parts in the copy.This is a common fontusually included in theMicrosoft Office suite.What not to dotry to avoid using lots of typeface weightsin one communication – too manycan look messy.Do not use Meta Ot family in anynon-office related publicationDo not use Georgia for body copy, or anyother occasion where you havelong copy

Published byCentral European UniversityCommunications Officein cooperation withYolk CommunicationCentral European UniversityNador utca 91051 BudapestHungarywww.ceu.edu

ceu logo color / 9 What not to do nEvEr use the logo in turquoise with white triangle and dotted line. nEvEr use any other color for the triangle and the dotted line, than black or white against any color background nEvEr use any other color for any part of the logo than those descri-bed here above. ceU logo color versions Dual color logo

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