Promotion and communication guide

Promotion and communication guide

Visual identification/Logo

The logo is a fundamental sign that shapes the image and identity of the University. It is intellectual and economic property and is protected by copyright.

The rules of using the logo and signet – the symbol of the seal to be observed – are specified in the Visual Identification System of the University of Economics in Katowice – VIS.

Visual Identification System

All graphic materials that use elements of visual identification of the University of Economics in Katowice should be approved by New Media for compliance with the VIS prior to publication: grafik@ue.katowice.pl

Please note that all materials related to our University should have a logo on them. This includes academic and student initiatives, whose the University is an organizer, patron or partner.

Valid logo designs can be found below.

UE Katowice logo (RGB)

VIS - DOCUMENT

The Visual Identification System is a basic manual shaping the image of the University.

It emphasizes brand independence with a high degree of recognition and consistent identity while preserving the desired features in the awareness and perception of the University by the external environment.

The proposed VIS principles constitute an effective language of communication adapted to the value and character of the University, emphasizing and strengthening the mission of the University.

Consistency of image elements indicates the functional, modern, developmental identity of a prestigious brand with long-standing traditions.

The consistent application of manual rules will clearly distinguish itself from the direct and indirect competition and strengthen the image of the University as an institution with a stable, homogenous, strong brand.

 

The reference to the elements of the traditional image of the University, a symbol of the seal combined with modern, balanced lettering and graphics, shows a new quality – the University with outstanding traditions, contemporary, developmental, modern and open to the future.

The use of the seal symbol and the leading navy blue colour emphasizes the value and character of the University.

This manual presents the rules, whose consistent application will strengthen the consistency of the image and the rules which should not be breached at all – the rules related to the use of the logotype and its version.

The presented creative line in VIS concerning image graphics is less restrictive, more flexible and customisable.

Its alterations are allowed within the framework of the proposed designs, using the correct rules of using the logotype, layout and colour schemes.

All the elements contained in the manual in the same way, according to the same rules as the Polish version are applicable in the English version.

For the English version, a logotype with a translation of the University's name and variants of its layout has been prepared.

VIS Document

VIS - DOCUMENT

The Visual Identification System is a basic manual shaping the image of the University.

It emphasizes brand independence with a high degree of recognition and consistent identity while preserving the desired features in the awareness and perception of the University by the external environment.

The proposed VIS principles constitute an effective language of communication adapted to the value and character of the University, emphasizing and strengthening the mission of the University.

Consistency of image elements indicates the functional, modern, developmental identity of a prestigious brand with long-standing traditions.

The consistent application of manual rules will clearly distinguish itself from the direct and indirect competition and strengthen the image of the University as an institution with a stable, homogenous, strong brand.

 

The reference to the elements of the traditional image of the University, a symbol of the seal combined with modern, balanced lettering and graphics, shows a new quality – the University with outstanding traditions, contemporary, developmental, modern and open to the future.

The use of the seal symbol and the leading navy blue colour emphasizes the value and character of the University.

This manual presents the rules, whose consistent application will strengthen the consistency of the image and the rules which should not be breached at all – the rules related to the use of the logotype and its version.

The presented creative line in VIS concerning image graphics is less restrictive, more flexible and customisable.

Its alterations are allowed within the framework of the proposed designs, using the correct rules of using the logotype, layout and colour schemes.

All the elements contained in the manual in the same way, according to the same rules as the Polish version are applicable in the English version.

For the English version, a logotype with a translation of the University's name and variants of its layout has been prepared.

Brand book - logotype

Mark

The seal-mark is an image element of the visual identification system of the University of Economics in Katowice. In combination with the name, it creates a logotype that identifies the University, presented in various layouts and colours, as well as in the rules of use. Seal graphics is a combination of Optima typography – a Latin translation of the University's name – and aged graphics of a symbol of a winged book, date, circles, referring in their character to the University's tradition.

The same mark design is used in the Polish and English versions of the logotype.

Mark - ratios

Primary field is the minimum area in which the mark should be placed.

The minimum distance (from the edge of the logo to the magenta frame) should not be less than 0.2 a.

The magenta frame is a non-printable visual element.

Examples of improper use of the logotype.

The value of “a” resulting from the diameter of the seal is the base value for the dimensioning description and the ratios.

The protective field is the area where the mark is placed in an open composition (not closed with an additional frame, on backgrounds in the colours specified in the system). Within this area, defined by a minimum distance of 0.5 a from the edge of the mark, there should be no additional graphic elements in order not to interfere with the legibility of the mark.

The principle of applying a protective field does not apply to the elements of identification accompanying the image contained in the system.

The magenta frame is a non-printable visual element used to indicate the area of the protective field.

In the case of a closed composition in which the mark is placed in a frame or on a cut-out format, e.g. a circular sticker, the use of a seal is permissible without taking into account the principles of the primary field. Colour schemes – in accordance with the specification in the VIS.

Version to be used in accordance with New Media approval.

The background under the seal should be extended beyond the outer edge of the mark by at least twice the thickness of the outer 'rim' of the mark.

Examples of improper use of the logotype.

Logotype
Basic versions

The mark with the name of the University – logotype is the basic element of the visual identification system of the University of Economics in Katowice.

The system allows the use of a logotype with the name in reverse placed on a rectangular base and the name of the University in one line.

The font used in the name of the University is Fago Pro Regular.

Logos in both languages are subject to the same rules of application.

The English version of the logotype is a combination of the basic version of the seal with the Latin text inside the mark, with the name of the University in English on the right.

The name of the University may appear both in conjunction with the seal and separately.

The logotype is used in promotional materials, graphics, all kinds of English language documents.

Logotype – ratios, design

The mark with the name of the University – logotype is the basic element of the visual identification system of the University of Economics in Katowice.

The font used in the name of the University is Fago Pro Regular.

The rules for the use of the primary field and the protective field are analogous to those for the seal-mark (see page 5-6).

Example of mark application in the case of a closed composition, limited by a frame or on a cut-out format e.g. a sticker, vignette – the protective field may have a value equivalent to the basic field, it should contain a margin around the logo of at least 0.2 a or more distance from the edge of the logo to the frame. Example - “FORUM” vignette - logotype placed in a frame.

The mark with the name of the University – a logotype with trapping is an equal element of the visual identification system as the basic logotype.

These logotypes can be used interchangeably.

Logotype - version with trapping

Primary field

The rules for the use of the primary field and the protective field are analogous to those for the seal-mark (see page 5-6, 10).

In the case of a logotype with trapping, the possibility of extending the uniform-colour background trapping onto the bleed or, as in the case of business cards, extending the uniform-colour background trapping by a complementary colour resulting from the system is allowed (in the business card below, the colour of the faculty is used).

Logotype with one line typography

Primary field, protective field, design

The mark with the name of a University written in one line is an equal element of the visual identification system as the basic logotype. These logotypes can be used interchangeably.

The rules for the use of the primary field and the protective field are analogous to those for the seal-mark (see page 5-6, 10).

The basic field is determined by a distance of at least 0.2 a from the edge of the seal to the edge of the frame or page, assuming that “a” is the diameter of the seal-mark.

The protective field is determined by the distance from the edge of the seal of at least 0.5 a.

Logotype

Examples of improper use of the logotype

No additional graphics or typography is allowed in the area of the protection field.

It is not permitted to introduce logotype and background colours that are not based on system rules.

The logo cannot be angled, turned or deformed.

It is forbidden to change the ratios of the seal-mark and the name in relation to each other.

The exception to using the logotype in a position other than horizontal is the identification elements supplementing the image, contained in the system, e.g. the flag on which the logotype is placed vertically.

All the above rules apply to the use of the Polish and English versions of the logo:

– seal-mark

– logotype

– logotype with trapping

– logotype with one line typography

– all alterations of the mark described in the system.

Mark, logotype

Additional versions

According to the system, it is possible to use the seal-mark separately without the name of the University and the name of the University without the seal.

Depending on the purpose and technique of implementation, the following colour schemes can be used: basic Colour scheme – navy blue/white (1a, 1b, 2a, 2b) or additional colour scheme in silver (3a, 3b) – used for example in occasional documents, diplomas, or in silver and dark grey (4a, 4b) (used for example in elements of internal and external visualization: pylons, boards, boards made of foil).

The brand book allows the use of the name of a University without the seal in typography in the arrangements presented herein.

Depending on the purpose and technology of execution, basic colour scheme – navy blue/white (a) or additional colour scheme in silver and dark grey (b) can be used; example application – elements of internal and external visualization: pylons, boards, boards made of foil.

For a detailed description of the colour scheme, see page 18.

Colours of the logotype

Basic version

The basic colour of the logotype is navy blue with parameters:

1| Pantone 281

2 | CMYK colour model:

C: 100%

M: 72%

Y: 0%

K: 38%

3 | RGB colour model

R: 8%

G: 48%

B: 97%

4 | Oracal foil:

050 navy blue (matt)

The monochrome version in black is used when colour printing in both basic navy blue and complementary colour scheme is not possible (e.g. newspaper printed in 1 colour).

Colours of the logotype

Additional versions

The brand book allows for the use of additional colour scheme for the mark with the logotype:

1 | silver colour

Application (example)

Pantone printing /foil-bonding on a white, blue background (e.g. decorative paper), colourless background (e.g. polypropylene film – file-cover sheet, plexi)

2 | dark grey colour

background: silver or white

Application

The label of the mark made of dark grey foil on a white or silver background.

Example of application - elements of internal and external visualization: pylons, boards, boards made of foil, information boards.

Colours of the logotype

Additional versions - colour description

Spot colours are colours that are assigned to different design techniques and fields of use.

 

For example:

Silver – for occasional, exclusive use – Pantone or film printing; for external and internal identification elements, boards – foil sealing.

Dark grey – for making external and internal identification elements, boards (foil sealing).

Gold – for use in exclusive prints (diplomas, occasional documents, packaging) - Pantone printing.

All indicated spot colours can be used as a background for the negative version of the logotype presented in the system.

Silver

Dark grey

Gold

White

Pantone 877

Oracal foil 090 matt

Pantone Cool Gray 9

Oracal foil 073 matt

Pantone 8006

Oracal foil 010 matt

Colours of the logotype

Supplementary/occasional colours

The brand book allows the use of additional colour schemes – gold – for the University logo:

Gold colour no. 8006 C according to the Metallic Formula Guide

Application:

Printed materials – occasional, elegant diplomas, folders, packages, papers, documents for special occasions, ceremonies.

Mark multiplications

The seal-mark as a decorative form.

The seal-mark can be used as a decorative element. Duplicated according to the example above, it creates a decorative wallpaper to be used, e.g. as a print on packaging papers, fabrics, advertising materials.

Colour scheme – acceptable for all colour combinations presented in the book and their percentage brightened versions (minimum up to 5% saturation of the selected colour).

The seal-mark can be used as a decorative element, supplementing the image – an imitation of a watermark.

Application – complementary decorative element in advertising and promotional materials (e.g. folders, invitation, poster).

Colour scheme – acceptable for all colour combinations presented in the book and their percentage brightened versions (minimum up to 5% saturation of the selected colour).

rotation about the vertical axis by -45°

Decorative element

Wing symbol as a decorative form

An additional decorative element is the symbol of the winged book – an element from the seal-mark.

Application – complementary decorative pattern in advertising and promotional materials (e.g. folders, invitation, poster).

It can be used interchangeably with a decorative seal.

Colour scheme – acceptable for all colour combinations presented in the book and their percentage brightened versions (minimum up to 5% saturation of the selected colour).

Example of layouts and application of colour schemes:

The minimum size of the mark

Reproduction techniques

The University logo is constructed of many small elements that may be difficult to reproduce, illegible or impossible to reproduce in good quality, hence the preparation of the logo for a chosen printing technique or duplication requires each time contact with the imprinting contractor in order to determine detailed technical parameters.

In addition, the minimum sizes of the logo for the various reproduction techniques have been indicated, allowing the logo to remain readable.

The dimension given refers to the diameter of the mark.

ATTENTION! The given values are theoretical; readability depends on the quality of the print, modern, precise equipment and substrate parameters.

Offset printing, high-quality digital printing

minimum – 7 mm

Laser engraving

minimum – 7 mm

Screen printing

minimum – 10 mm

Pad printing, flex printing

minimum – 15 mm

Stamping with foil

minimum – 15 mm

Plotter cut foil
minimum – 130 mm

Colour schemes

Basic and complementary colours

The basic colour assigned to the University and the leading image colour is navy blue according to Pantone no. 281 C.

Supplementary colours are colours assigned to the University's organisational units and administration department.

Example of application: ephemera – departmental letterheads, business cards, elements of internal visualization

 

Typography

Primary font styles

Fago Pro fonts are used as primary fonts to create consistent visualization of the University.

Application:

headings, graphics, titles, subtitles, highlights, text.

Supplementary fonts – alternative to Fago Pro fonts – for use in documents, letters, ephemera, edited in Word, Excel, etc.

Elements of visual identification - printouts

Ephemera – business cards

The business card is designed in 85x55 mm format.

The logo on every business card is in the same position.

The business card design uses a logotype with trapping.

Business cards are distinguished by colours assigned to faculties (departments), administration and the Rector’s Office.

The interchangeable colour element is a rectangle placed on the right side of the logotype trapping and a line on the left side at the bottom of the business card.

Colour scheme The English version is subject to the same rules as the Polish version.

Business card design

The texts are written in Fago Pro.

Business cards in the Polish and English versions are subject to analogous rules of design.

The name of the University on the logotype trapping and translations of texts are interchangeable.

Printing on white paper, matt 300 gr/m2 is recommended.

Acceptable: Print finishing - matt foil, UV selective lacquer (example below – grey lacquer).

General letterhead and versions

The letterhead size is 210x297 mm (A4).

The logo on every letterhead is in the same position.

The logotype without trapping is used in the paper design.

The general letterhead is printed in the colour of the navy blue.

The departmental, rectorial and administrative papers are supplemented with colours assigned to them. The typography used in letterhead is Fago Pro fonts.

The English version of papers is subject to the same rules of design as the Polish version.

The name of the University on the logotype and translations of texts are interchangeable.

The general letterhead is printed in the colour of the navy blue.

The departmental, rectorial and administrative papers are supplemented with colours assigned to them

Text formatting

The use of letterhead.

Additional font styles used for editing letters on letterhead:

Verdana

Times New Roman

Example of letterhead with Verdana typefaces:

A template of letterhead with formatted text.

Ephemera – paper for invoices

The typography used in paper to print invoices is Fago Pro fonts.

Supplementary fonts – for use in documents, letters, ephemera, edited in Word, Excel, etc.:

– Verdana

– Times New Roman.

Ephemera – envelopes

A template

The logo in any format of the envelope is in the same position - the upper left corner of the envelope.

The envelope design uses a logotype with trapping.

Envelope colour scheme – navy blue, white or light grey envelope is recommended.

Envelopes in the English version are subject to analogous rules of design.

The name of the University on the logotype trapping and translations of texts are interchangeable.

Formats, logotype layout

The logo in any format of the envelope is in the same position - the upper left corner of the envelope.

The envelope design uses a logotype with trapping.

Envelope colour scheme – navy blue, white or light grey envelope is recommended.

A5 and A4 Notebooks – patterns

 A4 Notebook

The logo in any format of the notebooks is in the same position - the upper right corner of the sheet.

The design uses a logotype with trapping.

Colour scheme: navy blue:

– Pantone 281 C

or

– selected CMYK parameters.

Background – white or light grey paper.

A5 Notebook

The logo in any format of the notebooks is in the same position - the upper right corner of the sheet.

The design uses a logotype with trapping.

Colour scheme: navy blue:

– Pantone 281 C

or

– selected CMYK parameters.

Background – white or light grey paper.