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Branding Basics

SHARING OUR IDENTITY

Departments must use the University Life logo or the tagline on all material for print or the web. This will help define who we are as a division.

Mason Standards
University Life Logo
Department Logo with Tagline
Department Graphic Representation
Acronyms
Posters, Bulletin Board Flyers for posting
Flyers and Handbills for takeaway, mailing
Displays
Business Cards
Email Signatures
Mason Colors
Photography
Approval/Purchasing Guidelines
Marquee Sign
Website Design

Mason Standards

These standards were developed by the university. While the most relevant elements are highlighted below, all staff involved in print or web publication should read the full George Mason University Visual Identity Guide and Web Identity Guide available at logo.gmu.edu.

Mason Standards for print

University standards require using the Mason logo on all material; it must be the only logo on the cover of a publication.
The Mason logo should be placed on the front of a multi-page document and be the only logo on the cover.
Logos are scaleable, but the George Mason portion must be at least 0.625" in width (5/8”).

Mason Standards for the web

University standards require placing the Mason logo on each department home page in the upper left or upper right corner; it should be the only logo used on the web page.
The Mason logo must be used on all subsequent web pages, and it can be placed in any corner.
On the web, the Mason logo must be 150 pixels to 190 pixels wide

University Life Logo

The University Life logo combines the Mason logo, the division name, and our tagline.

There are two versions of the University Life logo in a horizontal format to be used as is most appropriate for your design: the tagline in a black box, or text only with no box.
The font is TheSans SemiBold (a Lucas font) and is used in the graphic files provided.
University standards call for the Mason logo on all materials. Using the University Life logo or your department logo (as described in Branding Basics) meets that requirement. It should be placed on the front of a multi-page document and be the only logo on the cover.
Graphics files will be available for download at ulbranding.gmu.edu in several resolutions, and in color and black and white.
Maintain a “noninterference zone” all around the logo that is equal to the height of the letter N in the logo.
See additional guidelines for the Mason logo at logo.gmu.edu

Department Logo with Tagline

Each Department Logo combines the Mason logo, the department name, and the University Life tagline. Those three elements can be separated as long as each print and web document uses each element.

University standards call for the Mason logo on all materials. Using your department logo with the tagline meets that requirement.
Each department will receive its department logo as a graphics file in several formats, and in color and black and white.
The University Life Tagline is a one-line graphic representation pairing the division name with the tagline. Graphics files will be available for download at ulbranding.gmu.edu.
The University Life Tagline can be placed directly below your department logo, or used prominently elsewhere in the document or web page.

Department Graphic Representation

Example:

A design using text of your department name is considered a graphic representation, not a logo.

Use the full name of the department.
Acronyms are not acceptable as your graphic representation.

Acronyms

Acronyms should not be used as the formal identification of your department.

In text and on the website, use the complete department name in the first reference. Acronyms can be used on the second and subsequent use for brevity, if appropriate.
In a multi-page document or website, the full name of your department must appear on each page.

Posters, Bulletin Board Flyers

(for posting)

Posters and bulletin board flyers should create awareness and education about your events and services. Use bold images and compelling design to communicate with your audience.

Detailed information and the calendar schedule should be on your website, not the poster. Design the poster to catch the attention of people walking by.
Use a key message to attract attention; highlight 2-3 scheduled events at most.
For theme weeks and months, use the University Life website, ulife.gmu.edu. A featured icon will describe the event and link to your departmental or event website. Be sure to update your site before materials are posted, and provide a graphic image and information to Michele Braithwaite for the University Life website icon feature.
Use the University Life logo or your department logo with the tagline on all posters and bulletin board flyers.
Headlines should be at least 1” high, body text at least 3/8” for readability.
Use high resolution photos and/or graphics at 300dpi or higher.
Use white space effectively to draw attention to your key message.
Maintain a significant border all around the edges of a poster.

Flyers and Handbills

(for takeaway and mailing)

A flyer that is handed out or mailed should use the same design principles as posted material, although it can include more detail.

Provide a website for detailed information and the calendar schedule. Be sure to update your site before materials are distributed.
For theme weeks and months, use the University Life website, ulife.gmu.edu. A featured icon will describe the event and link to your departmental or event website. Provide a graphic image and information to Michele Braithwaite for the University Life website link to your site.
Use the University Life logo or your department logo with the tagline on all flyers and handbills.

Displays

(Green & Gold Showcase, Convocation,
Admissions events, and other opportunities)

The display should visually communicate what your department does, addressing the needs and interests of the audience. Bold graphics and effective photos will attract the person who is walking from one display to the next. The following standards are a starting place in our discussion about displays.

Use your complete department name to identify your display. Acronyms are not appropriate.
Headlines should be at least 1” high, body text at least 3/8” for readability.
Use only your department’s key messages on the display. Provide the details in a takeaway piece.
Use accurate Mason colors.
Pictures should be 5”x 7” or larger.
The University Life logo should be used on every display, in color or black and white.

Business Cards

University Life has adopted a two-sided business card that features the University Life Values. The card is available from Creative Services. Request the two-sided card when re-ordering or when providing cards for new employees.

Side One

Ten lines of text maximum.
If space allows, include University Life under your department.
If you have more than ten lines of text, combine or remove information that someone might be more likely to get from your website or other contact such as the fax number.
Include the office location if possible.
The two-sided card is available in B/W or 2-color and will cost more than the traditional card.

Side Two

Features the University Life Values and incorporates the tagline as well.

Email Signatures

Limit signatures to the same information as found on the front of your business card; quotes are not permitted. To be in compliance with ADA guidelines, wallpaper and images in the signature are not allowed.

Mason Colors

Use the correct Mason colors in print and on the web. Remember that your computer screen may not accurately display colors you select.

Mason standards for print: Mason Green PMS 349, Mason Gold PMS 116
Mason standards for the web: Mason Green #006633, Mason Gold #FFCC33

Photography

Photos are an effective and powerful way to communicate what your department does.

All persons must sign a release for use of their likeness except for those in a crowd of five or more. The releases must be maintained by your department unless Creative Services provides the photographs. The University release form is in the resources section.
Select photos with appropriate resolution: most print jobs require 300 dpi or higher, web uses 72 dpi.
University Life has a subscription to Photos.com for unlimited use of royalty-free stock photographs for official University Life use. Preview the site and check with Karen Wolf for downloads.

Approval/Purchasing Guidelines

As a reminder, university administrative policy requires that Creative Services review and approve all graphic design work not originated in Creative Services, and sign all requisitions for printing before a project is finalized. This includes the printing of any off-campus publications, large format table top displays, or marketing giveaways such as pens, cups, and T-shirts.
If you have questions, contact Creative Services.

Marquee Sign (Braddock Road)

The electronic display, the marquee on Braddock Road, is available to promote and enhance the image of George Mason.

Events include major university events, major student events open to the public, major events that may affect traffic, and programs where the community is a specific target audience.
In addition, University Life submits messages about theme weeks and months. Each message includes the University Life website.
Messages can be displayed for up to five days.
A department can have only one message at a time.
Submit all University Life requests to Michele Braithwaite.

Website Design

In addition to the above standards, the following guidelines are specific to web publications.

Be familiar with Mason’s Visual Identity Guide for Web Design at logo.gmu.edu/ and web development resources at www.gmu.edu/mlnavbar/webdev/.
Any appropriate color palette can be used on your website, but if using green and gold, they must be the correct Mason colors.
Include a link to the University Life website, ulife.gmu.edu. The University Life tagline can be the link.
Mason templates are available to help you design a website. Please contact Karen Wolf for more information
Make websites usable for both Windows and Macintosh in the following browsers: Internet Explorer 6 and 7, Netscape 7.2, Safari 2.x, and Firefox 2.x.
Websites must be compliant with World Wide Web Consortium guidelines (www.w3c.org) including accessibility standards in compliance with Americans with Disabilities Act (ADA), and programming Standards for XHTML and CSS.
Use CSS-based layout, not table-based design. Tables can be used for tabular data.
Javascript can be used, but a non-Javascript alternative must be available.