Visual Style Guide
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The logo is integral to NC State Extension’s identity. Its directness, hard edges and unadorned type fit who we are: We are purposeful. We are modern. We are NC State.
There are two base configurations of the logo (Stacked and Horizontal). Use the appropriate version for your project.
Black & White Logos
Color is preferred when possible, but there are also Black and Grayscale versions of the logo.
Using the Logo
The designer may decide where to place the logo, so long as it is clearly visible in a prominent position on all communication items (e.g. publication cover, front page of a handout, intro/close of video, top of webpage, etc.).
Give the logo space. As a rule of thumb, measure the height of the NC State brick logo (red rectangle). Design elements, text and photos should be at least that far from the logo.
- Minimum logo sizes. Use the appropriate size in all materials, and remember to scale the logo proportionately.
Incorrect Logo Usage
|The logo should never be re-created.||Logotype can never be transparent.||Never add elements to the logo.|
Why Can’t I Change the Logo?
Consistency is the hallmark of effective branding and marketing. Using the same logo in a consistent manner increases name recognition and immediate identification of the image with NC State Extension.
Over time, this repetition helps people apply the trust and value generated by all of NC State to our logo and NC State Extension. Changing the colors, orientation, font or text of the logo defeats the purpose of brand identity and is not permitted.
The “Print” folder contains EPS and PDF files, which are the only logos that should be used for print. These are vector files, which print cleanly at any size. The “Web” folder includes JPG and PNG logos for use in Microsoft Office programs or on websites.
While there are thousands of promotional companies, shirt shops and screen-printers, the use of NC State trademarks (e.g. logos and wordmarks) on products or promotional items requires that the product be produced by a licensed vendor.
Find examples of of NC State trademarks (also available under the “Our Trademarks” tab at links below):
NC State’s core color palette consists of three colors: Wolfpack Red, Wolfpack White and Wolfpack Black. These colors – particularly red – should feature more prominently than any others in NC State Extension communications.
For more information on the NC State color palette (including acceptable secondary colors), review the NC State color guidelines.
Typography plays an important role in establishing and reinforcing our brand. Our typographic identity reflects NC State’s place as a bold, forward-thinking institution.
- Univers — is the primary typeface for NC State Extension. A limited number of licenses for Univers are available, free of charge, to professional communicators who agree to use them within brand parameters. If you’re interested in receiving a license, send a message to firstname.lastname@example.org.
- Arial — is an acceptable alternative typeface and can be used in presentations, HTML emails, native apps and in Word or other documents as needed. Arial should be used anytime Univers is not available or supported.
If an app or program does not support Univers or Arial, use the app’s native font.
- Glypha — is NC State’s secondary typeface, and should be used sparingly and purposefully (never use it as the primary font). It gives emphasis and personality to text, setting pull quotes, captions and certain web content apart. When it appears too frequently, it loses impact.
Review the Typography section of the NC State brand site for more details and samples. We’ve compiled a few key recommendations below for reference:
- Use no more than two or three type styles (fonts), and limit the number of type sizes in any given resource.
- Only use type over an image if it is completely legible without altering the type or the image.
- Don’t use embellishments like drop shadow, text beveling and selective photo darkening.
- Do keep blocks of text left- or right-aligned; don’t force-justify text.
- Don’t set body copy in all uppercase letters.