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The New School Identity Guidelines
Promise and Personality                                II                                                     ActivistThe ...
Contents                     III     Identity Guidelines                       Visual System Guidelines                   ...
Introduction                               1The New School IdentityThe New School identity consists ofthe university logo ...
University logo                                                     2                                              Constru...
University logo                            3             Clearspace/Bleed             To ensure its integrity and visibili...
University logo                                                     4                                                     ...
University logo                                                     5              States              The New School mark...
University logo                                           6                        Color                        The colora...
University logo                                                              7  Black Positive             Color: alternat...
University logo                                                              8   The New School Red             Reversed  ...
White    University logo                                                 9    on dark background   The New School Red    o...
Don’t place the logo over busy,   University logo                             10         high-contrast imagery      Don’t ...
School logos                                                        11    PARSONS                                         ...
School logos                               12                       Clearspace         X             To ensure its integri...
School logos                                13PARSONS                                                     FOR DESIGN      ...
School logos                                14                                             Bleed: don’ts                  ...
School logos                            15                                                                                ...
School logos                                                        16                           States                   ...
School logos                                              17                                     Color                    ...
School logos                                                                 18                                       Colo...
On The New School Red                              School logos                                                  19with bl...
On Light Background                             School logos                                                              ...
School logos                          21                                                      Color: don’ts  Don’t place t...
The New School identity                                     22Identity as textureThe New School mark can be used asa textu...
The New School identity                                             23                          Identity as texture       ...
The New School identity                                      24Identity as textConsistency in referring to The New        ...
Introduction                                25Visual SystemThe New School visual system is designedto be dynamic and flexi...
Visual system                                                     26              R1   O1     Y1   G1                     ...
Visual system: Color palette (cont’d)                               27Primary Color Palette   Secondary Color Palette     ...
Adobe Garamond Pro                            Visual system                                       28Adobe Garamond Pro Reg...
Visual system                                                29                           Textural                        ...
Visual system graphic elements               30Running dialogueThe running dialogue is a key elementof The New School visu...
Visual system graphic elements                                    31                          Running school logos        ...
Visual system graphic elements                                                  32                                        ...
Introduction                                 33ApplicationsThe New School visual identity will cometo life on the material...
1”                                                                                                                        ...
Application templates and demonstrations                          35                                                 2.65”...
2.65”                                                                                       Application templates and demo...
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
Visual id guide
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  1. 1. The New School Identity Guidelines
  2. 2. Promise and Personality II ActivistThe New School is a lively urban university, The New School has a unique history of social activism, progressive thinking and internationalism.combining design and the performing arts with The New School has always strived for positive and meaningful change.social policy and the humanities, educating people Eclecticwho can make a difference in the world through The New School is unconventional and different, with a constant appetite for the new and experimental.independent, disciplined and creative expression. Open The New School is multifaceted, diverse, and inter- national, and it appreciates the range of ages, origins and cultures. Street-smart The New School is not an insulated institution. It is part of New York City and of the larger world. The New School is urban, vibrant and dynamic. Articulate The New School fosters personal expression and voice, challenging students to be in active dialogue with the world around them. Creative The New School is made up of writers, thinkers and artists creating their own worlds and systems of ideas. Courageous The New School, since its founding, has been a place where people aren’t afraid to take a stand on what they think is right.
  3. 3. Contents III Identity Guidelines Visual System Guidelines Applications 1 Introduction 25 Introduction 33 Introduction University logo 26 Color palette University stationery 2 University logo construction 28 Typography 34 Letterhead 3 University logo clearspace / bleed 29 Image style 35 Business card 4 University logo minimum size 30 Graphic elements: Running dialogue 36 Envelope and mailing label 5 University logo states 31 Graphic elements: Running school logos 37 Fax sheet 6 University logo color School stationery School logos 38 Letterhead11 School logo construction 39 Business card12 School logo clearspace 40 Envelope and mailing label13 School logo bleed and line break 41 Fax sheet15 School logo minimum size16 School logo states Prototypes17 School logo color 42 Newsletter 43 Diploma Identity 44 Banners22 Identity as texture 45 Environmental graphics24 Identity as text 46 View book 47 File naming structure 48 File directory
  4. 4. Introduction 1The New School IdentityThe New School identity consists ofthe university logo and the eight schoollogos. The unifying component within allthe logos is The New School mark.The New School mark showcases theuniversity’s dynamism and unconventionalvoice by having three different “states.”By using all three states of the mark inter-changeably, the identity is always in activemotion. The New School Red, Orangeand Yellow is also to be used interchange-ably within all the schools. No one colorshould be used to identify any one school.Each school needs to use all of the colorswith equal balance.This concept of movement and changeshould be embraced and reflected in allThe New School’s branding applications.
  5. 5. University logo 2 Construction The New School university logo is made up of two components: The New School mark and the university descriptor. These two components are always placed in a fixed relationship and should never be altered, modified or reproduced in any way. When reproducing the logo, use File Identifier only the artwork supplied with tns_logoThe New School mark University descriptor these guidelines. The logo must [The New School university logo] appear clearly and in the Example: approved colors (see University tns_logo_mid_O_pos.eps logo colors, pages 8–10). *See pages 47–49 for a complete To ensure the consistency nec- explanation of the file naming essary to build a recognizable structure. identity, it is critical that The New School logo appear only in the colors approved in these guidelines.
  6. 6. University logo 3 Clearspace/Bleed To ensure its integrity and visibility, The New School logo should be kept clear of competing text, images and graphics. It must be surrounded on all sides by an ade- quate clearspace—a space equal in size to the cap height of logo, as shown at left. In cases where it is more visually appealing and advantageous to bleed the logo, bleedClearspace it only in the greyed areas of the “T” and “L” in The New School mark, as shown at bottom left.Bleed
  7. 7. University logo 4 Minimum size The university logo has two size versions; an original version and a small version. The original logo version can be sized down to a minimum of 2". The small logoMeasurement area version can be sized down to 1.25". If a size smaller than 1.25" is necessary, use the mark without the descriptor line. The mark can be sized down to a mini- 2” 2” mum of 1". When measuring the logo, locate the clear- est parts of the mark from the start of the “T” to the end of the “L” as shown on theMinimum original logo size (Color) Minimum original logo size (Black and White) measurement area example to the left. 1.25” 1.25” When reproducing the logo, use File Identifier only the artwork supplied with tns_logo [orig. version] these guidelines. The logo must Example: appear clearly and in the tns_logo_left_R_pos.epsMinimum small logo size (Color) Minimum small logo size (Black and White) approved colors (see University tns_logo...small [small version] logo colors, pages 8–10). Example: To ensure the consistency nec- tns_logo_R_pos_small.eps 1” 1” essary to build a recognizable tns_mark [mark] identity, it is critical that Example: The New School logo appear tns_mark_left_R_pos.eps only in the colors approved inMinimum mark size (Color) Minimum mark size (Black and White) these guidelines. *See pages 47–49 for a complete explanation of the file naming structure.
  8. 8. University logo 5 States The New School mark has three states. These states reflect the constant movement and dynamism of The New School. AllLeft state states can be used interchangeably across all applications and schools. When reproducing the logo, use File Identifier only the artwork supplied with left [left state] these guidelines. The logo must mid [mid state] appear clearly and in the right [right state] approved colors (see University Example: logo colors, pages 8–10). tns_logo_left_R_pos.epsMid state *See pages 47–49 for a complete explanation of the file naming structure.Right state
  9. 9. University logo 6 Color The coloration of The New School university logo is an essential element in setting a recognizable tone and look for theThe New School RedPositive identity. Consistent use of color enhances the strength of the identity. The primary colors for The New School university logo are The New School Red, Orange, and Yellow. All three color variations are to be used interchangeably. Using color variation reinforces the activist,The New School Orange creative and eclectic nature of the identity.Positive The New School Red File Identifier Pantone® 1795 C R [red] CMYK 0/94/100/0 O [orange] RGB 255/19/0 Y [yellow] The New School Orange Example: Pantone® 158 C tns_logo_right_R_pos.eps CMYK 0/61/97/0 *See pages 47–49 for a complete RGB 255/99/9 explanation of the file naming The New School Yellow structure.The New School YellowPositive Pantone® 143 C CMYK 0/35/85/0 RGB 254/166/32 The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.
  10. 10. University logo 7 Black Positive Color: alternate When the primary colors cannot be used, The New School university logo can be black or silver, or reversed to white. The use of silver is reserved for core institution Silver pieces only and not to be used in separate Positive school level materials. Black File Identifier Pantone® Black 4 C* B [black] CMYK 0/22/100/89 W [white] White RGB 28/22/1 S [silver]Reversed White Example: CMYK 0/0/0/0 tns_logo_right_B_pos.eps RGB 255/255/255 *See pages 47–49 for a complete explanation of the file naming Silver structure. Pantone® 8002 C *100% Process Black may be substi- tuted in restrictive printing instances. WhiteReversed The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.
  11. 11. University logo 8 The New School Red Reversed Color: on backgroundThe New School Orange The preferred background colors are The Reversed New School Red, Orange, and Yellow. The New School university logo should always be white when used on these backgrounds. Black may also be used as a background color. The New School Yellow Reversed When black is used, the university logos should be used in their primary colors, as shown at lower left. The New School Red White File Identifier Positive CMYK 0/0/0/0 W_rev [white, reversed] RGB 255/255/255 R_pos [red, positive] O_pos [orange, positive] The New School Red Y_pos [yellow, positive] Pantone® 1795 C CMYK 0/94/100/0 Example: RGB 255/19/0 tns_logo_right_W_rev.epsThe New School Orange The New School Orange *See pages 47–49 for a complete Positive explanation of the file naming Pantone® 158 C structure. CMYK 0/61/97/0 RGB 255/99/9 The New School Yellow Pantone® 143 C The New School Yellow CMYK 0/35/85/0 Positive RGB 254/166/32 Black The colors shown throughout this Pantone® Black 4 C* manual have not been evaluated by CMYK 0/22/100/89 Pantone, Inc. for accuracy and may RGB 28/22/1 not match the PANTONE Color Standards. PANTONE® is a registered *100% Process Black may be substi- trademark of Pantone, Inc. tuted in restrictive printing instances.
  12. 12. White University logo 9 on dark background The New School Red on dark background Color: on photography On photographic background, The New School university logo can be used in color, black and white versions. The demonstra-The New School Orange tions at left show which colors look best on on dark background dark backgrounds and which work better on light backgrounds. Because every image is different, be sure to choose a color with a strong contrast to the background. Place the The New School Yellow logo in an area of the image that is not busy on dark background in order to enhance legibility. (See page 10 for “don’ts”.) Black White File Identifier on light background CMYK 0/0/0/0 R_pos [red, positive] RGB 255/255/255 O_pos [orange, positive] Y_pos [yellow, positive] The New School Red B_pos [black, positive] Pantone® 1795 C W_rev [white, reverse] CMYK 0/94/100/0 The New School Red RGB 255/19/0 Example: on light background tns_logo_right_W_rev.eps The New School Orange Pantone® 158 C *See pages 47–49 for a complete explanation of the file naming CMYK 0/61/97/0 structure. RGB 255/99/9 The colors shown throughout thisThe New School Orange The New School Yellow manual have not been evaluated by on light background Pantone® 143 C Pantone, Inc. for accuracy and may not match the PANTONE Color CMYK 0/35/85/0 Standards. PANTONE® is a registered RGB 254/166/32 trademark of Pantone, Inc. Black Pantone® Black 4 C* CMYK 0/22/100/89 *100% Process Black may be substi- RGB 28/22/1 tuted in restrictive printing instances.
  13. 13. Don’t place the logo over busy, University logo 10 high-contrast imagery Don’t place a color logo over similarly colored Color: don’ts backgrounds The New School university logo should always be seen clearly and dramatically. When using the logo on imagery, always Don’t place a color logo make sure that it is positioned away from over similarly colored backgrounds any competing imagery and stands out from the background color. Don’t use a color logo that doesn’t stand out from the background Don’t use a color logo that doesn’t stand out from the background Don’t use a color logo that doesn’t stand out from the background Don’t use different colors for the mark and the descriptor
  14. 14. School logos 11 PARSONS FOR DESIGN Construction The New School school logos are made up of the school name, The New School mark School name The New School mark School descriptor and the school descriptor. In cases where there is no school name, only The New School mark and school descriptor need FOR GENERAL STUDIES be used. These components are always held in a fixed relationship and should never be altered, modified or reproduced in any way. FOR SOCIAL RESEARCH When reproducing the logo, use File Identifier only the artwork supplied with drama [drama] MILANO FOR MANAGEMENT AND URBAN POLICY these guidelines. The logo must general [general studies] appear clearly and in the jazz [jazz] approved colors (see University lang [eugene lang] logo colors, pages 8–10). mannes [mannes] PARSONS FOR DESIGN milano [milano] To ensure the consistency nec- parsons [parsons] essary to build a recognizable social [social research] identity, it is critical thatEUGENE LANG COLLEGE FOR LIBERAL ARTS The New School logo appear Example: only in the colors approved in tns_parsons_right_R_pos.eps these guidelines. *See pages 47–49 for a complete MANNES COLLEGE FOR MUSIC explanation of the file naming structure. FOR DRAMA FOR JAZZ AND CONTEMPORARY MUSIC
  15. 15. School logos 12 Clearspace X To ensure its integrity and visibility, The New School logo should always be kept clear of competing text, images andFOR DESIGN X X graphics, the only exception being when it bleeds off the page (see page 13). It must be surrounded on all sides by an adequate clearspace—a space equal in size to the cap height of logo, as shown at left. * The logo at left is truncated to get a larger view of the measured clearspace.
  16. 16. School logos 13PARSONS FOR DESIGN Bleed and line break In cases where it is more visually appealing and advantageous to bleed the logo, alwaysLine break/bleed areas (shown in grey) be sure to bleed it in the specified areas of the “T” and “L” of The New School mark (as shown on the left). Never break a logo PARSONS X 0.5 X in the middle of a word (see page 14). The correct spacing relationship must beFOR DESIGN X applied as specified at left.Spacing When bleeding a school logo, the two lines must overlap vertically at some point, as shown in examples at lower left. * The only exception to the specifica- PARSONS tions is when running school logosFOR DESIGN FOR SOCIAL RESEARCH together (see page 31). PARSONS FOR DESIGN FOR JAZZ AND CONTEMPORARY MUSICExamples of vertical overlap
  17. 17. School logos 14 Bleed: don’ts When bleeding a school logo, don’t: PARSONS • Break the logo in the middle of the word FOR DESIGN • Separate the top and bottom lines outside the specifications • Create a gap between the two parts of the logo; they must always overlap vertically PARSOONS FOR DESIGN * Refer to page 13 for construction of bleeding school logos. * The only exception to the specifications is using running school logos (see PARSONS page 31).FOR DESIGN PARSONSFOR DESIGN
  18. 18. School logos 15 Minimum size The minimum size for the school logo is a cap height of 0.1 inch. When measuring the minimum size of the school logo, use the cap height of the school name. FOR DESIGN 0.1”PARSONS FOR DESIGN PARSONS FOR DESIGNActual size (Color) Actual size (Black and White)
  19. 19. School logos 16 States The New School mark has three states. These states reflect the constant movementPARSONS FOR DESIGN and dynamism of The New School. AllLeft state states can be used interchangeably across all applications and schools. When reproducing the logo, use File Identifier only the artwork supplied with left [left state]PARSONS FOR DESIGN these guidelines. The logo must appear clearly and in the mid [mid state] right [right state] approved colors (see UniversityMid state Example: logo colors, pages 8–10). tns_parsons_left_O_pos.eps *See pages 47–49 for a complete explanation of the file naming structure.PARSONS FOR DESIGNRight state
  20. 20. School logos 17 Color The primary coloration of The New School school logos is the two color positivePARSONS FOR DESIGN version on a white background. The schoolThe New School Red name and its descriptor appear in grey, andPositive The New School mark appears in either The New School Red, Orange, or Yellow (see color specifications below). No one color variation will be proprietaryPARSONS FOR DESIGN to any school. Each school must use all three color variations of The New SchoolThe New School Orange mark interchangeably.Positive The New School Red File Identifier Pantone® 1795 C R_pos [red, positive] CMYK 0/94/100/0 O_pos [orange, positive]PARSONS FOR DESIGN RGB 255/19/0 Y_pos [yellow, positive] The New School Orange Example:The New School Yellow Pantone® 158 C tns_parsons_mid_R_pos.epsPositive CMYK 0/61/97/0 *See pages 47–49 for a complete RGB 255/99/9 explanation of the file naming structure. The New School Yellow Pantone® 143 C CMYK 0/35/85/0 RGB 254/166/32 The colors shown throughout this Grey manual have not been evaluated by Pantone, Inc. for accuracy and may Pantone® 404 C not match the PANTONE Color CMYK 0/8/22/56 Standards. PANTONE® is a registered RGB 111/103/84 trademark of Pantone, Inc.
  21. 21. School logos 18 Color: black and white When the primary colors cannot be used, The New School school logos can be eitherPARSONS FOR DESIGN all black or reversed to white.100% Black 70% Black 100% Black Black File Identifier Pantone® Black 4 C* Btint_pos [70% black mark] CMYK 0/22/100/89 B_pos [black, positive] RGB 28/22/1 W_rev [white, reverse] White Example:PARSONS FOR DESIGN CMYK 0/0/0/0 tns_parsons_mid_B_pos.eps RGB 255/255/255 *See pages 47–49 for a completeBlack explanation of the file naming *100% Process Black may be substi- structure. tuted in restrictive printing instances.PARSONS FOR DESIGNWhiteReversed
  22. 22. On The New School Red School logos 19with black mark and reversed school name and descriptor PARSONS FOR DESIGN file name: B_rev On The New School Orangewith black mark and reversed school name and descriptor file name: B_rev PARSONS FOR DESIGN Color: on backgrounds On The New School Yellow When using school logos on primary colorwith black mark and reversed backgrounds—The New School Red, school name and descriptor PARSONS FOR DESIGN file name: B_rev Orange, and Yellow—the school names and descriptors appear in white and the mark On Black with The New School Red appears in black. mark and reversed school PARSONS FOR DESIGN name and descriptor When using school logos on black, the file name: R_rev school names and descriptors appear in On Black white and the mark appears in The New with The New School Orange mark and reversed school PARSONS FOR DESIGN School Red, Orange, Yellow, white or name and descriptor file name: O_rev 70% black. On Black with The New School Yellow mark and reversed school PARSONS FOR DESIGN The New School Red File Identifier name and descriptor Pantone® 1795 C B_rev [black, reversed] file name: Y_rev CMYK 0/94/100/0 R_rev [red, reversed] On Grey RGB 255/19/0 O_rev [orange, reversed] with reversed mark, school Y_rev [yellow, reversed] name and descriptor The New School Orange PARSONS FOR DESIGN W_rev [white, reversed] file name: W_rev Pantone® 158 C Btint_rev [70% black mark] CMYK 0/61/97/0 On Black RGB 255/99/9 Example: with reversed mark, school tns_parsons_mid_R_rev.eps name and descriptor The New School Yellow file name: W_rev PARSONS FOR DESIGN Pantone® 143 C *See pages 46–48 for a complete CMYK 0/35/85/0 explanation of the file naming structure. RGB 254/166/32 On Black The colors shown throughout this with 30% black mark and Grey manual have not been evaluated by reversed school name PARSONS FOR DESIGN Pantone® 404 C Pantone, Inc. for accuracy and may and descriptor not match the PANTONE Color file name: Btint_rev CMYK 0/8/22/56 Standards. PANTONE® is a registered RGB 111/103/84 trademark of Pantone, Inc. Black Pantone® Black 4 C* *100% Process Black may be substi- CMYK 0/22/100/89 tuted in restrictive printing instances. RGB 28/22/1
  23. 23. On Light Background School logos 20 with The New School Red mark and grey school name and descriptor PARSONS FOR DESIGN file name: R_pos On Light Backgroundwith The New School Orange mark and grey school name and descriptor file name: O_pos PARSONS FOR DESIGN Color: on imagery On Light Background On imagery, The New School school logo with The New School Yellow mark and can be used in color, black and white ver- grey school name and descriptor file name: Y_pos PARSONS FOR DESIGN sions. The demonstrations at left show which colors look best on dark backgrounds and On Dark Background with The New School Red mark and which colors look best on light backgrounds. reversed school name and descriptor PARSONS FOR DESIGN Because every image is different, be sure to file name: R_rev choose a color with a strong contrast to the On Dark Background background. Place the logo in an area of thewith The New School Orange mark and image that is not busy in order to enhance reversed school name and descriptor PARSONS FOR DESIGN file name: O_rev legibility. (See page 21 for don’ts.) On Dark Background with The New School Yellow mark and The New School Red File Identifier reversed school name and descriptor PARSONS FOR DESIGN Pantone® 1795 C R_pos [red, positive] file name: Y_rev CMYK 0/94/100/0 R_rev [red, reverse] RGB 255/19/0 O_pos [orange, positive] On Light Background O_rev [orange, reverse] with black mark, school name The New School Orange and descriptor Y_pos [yellow, positive] PARSONS FOR DESIGN Pantone® 158 C file name: B_pos Y_rev [yellow, reverse] CMYK 0/61/97/0 B_pos [black, positive] RGB 255/99/9 B_rev [black, reverse] On Light Background with 70% black mark and black The New School Yellow Btint_pos [70% black mark] school name and descriptor PARSONS FOR DESIGN Pantone® 143 C Btint_rev [30% black mark] file name: Btint_pos CMYK 0/35/85/0 W_rev [white, reverse] RGB 254/166/32 Example: On Dark Background Black tns_parsons_mid_R_rev.eps with reversed mark, school name and descriptor Pantone® Black 4 C* *See pages 47–49 for a complete file name: W_rev PARSONS FOR DESIGN CMYK 0/22/100/89 explanation of the file naming RGB 28/22/1 structure. On Dark Background The colors shown throughout this with black mark and reversed *100% Process Black may be substi- manual have not been evaluated by school name and descriptor tuted in restrictive printing instances. Pantone, Inc. for accuracy and may PARSONS FOR DESIGN file name: B_rev not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.
  24. 24. School logos 21 Color: don’ts Don’t place the logo over busy, colored imagery The New School school logo should always PARSONS FOR DESIGN be seen clearly and dramatically. When using the logo on imagery, always make Don’t use a color logo sure that it is positioned away from anythat doesn’t stand out from the background competing imagery and stands out from PARSONS FOR DESIGN the background color. Don’t use a color logothat doesn’t stand out from the background PARSONS FOR DESIGN Don’t use a color logothat doesn’t stand out from the background PARSONS FOR DESIGN
  25. 25. The New School identity 22Identity as textureThe New School mark can be used asa textural graphic element to add visualinterest and richness on communicationsmaterials.When using the mark as a textural device,it must always be supported by a universityor school logo (see the following page foran example). File Identifier tns_mark [The New School mark] Example: tns_mark_left_R_pos.eps *See pages 47–49 for a complete explanation of the file naming structure.
  26. 26. The New School identity 23 Identity as texture When using the mark as a textural device, it must always be supported by a university or school logo. It can be tinted or layered on top of imagery. Refer to The New School color palette for appro-School logo priate colors (see page 26). When reproducing the logo, use File Identifier only the artwork supplied with tns_logo these guidelines. The logo must [The New School university logo] appear clearly and in the Example: approved colors (see University tns_logo_mid_O_pos.eps logo colors, pages 8–10). *See pages 47–49 for a complete To ensure the consistency nec- explanation of the file naming essary to build a recognizable structure. identity, it is critical that The New School logo appearMark as textural device only in the colors approved in these guidelines.
  27. 27. The New School identity 24Identity as textConsistency in referring to The New Naming If the descriptor (“for Music” “for Design” “for Liberal Arts”) is used, the whole name of the school must be usedSchool and its schools in text is critical When refering to The New School at a university level, in — including “The New School.” It is not acceptable toin maintaining a strong identity. Use of the text of a document, it should always be spelled “The revert to “Parsons School of Design” for example, orcorrect capitalization, style and naming all New School.” The descriptor should never be part of the “Mannes College of Music.” name in text.impact the identity for The New School. For example: Capitalization The New School When using the mixed case version of the university name, the “T”, “N”, and “S” should be capitalized.[University name] The New School not[School names] The New School When using the mixed case version of the school names, for General Studies The New School a University the “f” in “for” and “a” in “and” should be lower case, however the “T” in “The New School” should be capital- The New School When refering to a school within the university the first ized. Commas are never used. for Social Research time in the text of a document, the entire name of the school must be spelled out. The New School Style for Jazz and Contemporary Music For example: If the name is broken into several lines, all text must be “Milano The New School for Management and The New School the same size, weight and typeface. for Drama Urban Policy” For example: Milano In subsequent mentions, a condensed form can be used. The New School The New School For example: for Management and Urban Policy for General Studies “Parsons” Parsons “Mannes” or “Mannes College” not The New School “Milano” for Design The New School “Lang” or “Eugene Lang College” for General Studies Eugene Lang College The schools that begin with “The New School” cannot be The New School shortened to “The New School.” That name is only for Liberal Arts reserved for the university. If the name must be Mannes College condensed, use “General Studies”, “Social Research”, The New School “Drama”, or “Jazz.” for Music
  28. 28. Introduction 25Visual SystemThe New School visual system is designedto be dynamic and flexible. This sectionwill explain the use of color, typography,image style and graphic elements.The flexibility of the system requirescareful treatment and attention for allgraphic elements. The use of these guide-lines will assure that the visual system willreinforce and strengthen our identity.
  29. 29. Visual system 26 R1 O1 Y1 G1 Color palette R2 O2 Y2 G2 The New School color palette consists of a primary, secondary and supportive color R3 O3 Y3 G3 palette. The secondary palette consists of the entire range of tints that originate from the R4 O4 Y4 G4 primary colors. The lighter tints were created by screening the primary colors, and the darker tints were created by adding black to R5 O5 Y5 G5Secondary the primary colors. The tints specified in the secondary palette are samples of this range R O Y G of tints.Primary The consistent use of these colors will create R6 O6 Y6 G6 recognition and strengthen the identity.Secondary The New School university and school logos must always use the primary and R7 O7 Y7 G7 supportive color palette. R8 O8 Y8 G8 Color specifications are on the following page. R9 O9 Y9 G9 R10 O10 Y10 G10 The colors shown throughout this manual have not been evaluated by B W S Pantone, Inc. for accuracy and maySupportive not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.
  30. 30. Visual system: Color palette (cont’d) 27Primary Color Palette Secondary Color Palette Supportive Color PaletteThe New School Red R1 O1 Y1 G1 Black*Pantone® 1795 C CMYK 0/6/10/0 CMYK 0/6/10/0 CMYK 0/3.5/8.5/0 CMYK 0/1/2/5.5 Pantone® Black 4 CCMYK 0/94/100/0 RGB 254/240/223 RGB 254/240/228 RGB 255/246/229 RGB 241/238/235 CMYK 0/22/100/89RGB 255/19/0 RGB 28/22/1 R2 O2 Y2 G2The New School Orange CMYK 0/19/20/0 CMYK 0/12/19/0 CMYK 0/7/17/0 CMYK 0/2/4/11 WhitePantone® 158 C RGB 253/208/185 RGB 254/224/194 RGB 254/237/204 RGB 227/223/216 CMYK 0/0/0/0CMYK 0/61/97/0 RGB 255/255/255RGB 255/99/9 R3 O3 Y3 G3 CMYK 0/38/40/0 CMYK 0/24/39/0 CMYK 0/14/34/0 CMYK 0/3/9/22 SilverThe New School Yellow RGB 252/159/124 RGB 253/195/137 RGB 254/219/156 RGB 199/193/178 Pantone® 8002 CPantone® 143 CCMYK 0/35/85/0RGB 254/166/32 R4 O4 Y4 G4 CMYK 0/56/60/0 CMYK 0/37/58/0 CMYK 0/21/51/0 CMYK 0/5/13/37 *100% Process Black may be substi- RGB 252/113/73 RGB 253/162/87 RGB 254/201/112 RGB 161/153/136 tuted in restrictive printing instances.GreyPantone® 404 CCMYK 0/8/22/56 R5 O5 Y5 G5RGB 111/103/84 CMYK 0/75/80/0 CMYK 0/49/78/0 CMYK 0/26/68/0 CMYK 0/6/18/45 RGB 253/65/32 RGB 253/130/42 RGB 254/184/71 RGB 140/132/111 R6 O6 Y6 G6 CMYK 0/94/100/10 CMYK 0/61/97/10 CMYK 0/35/85/10 CMYK 0/8/22/60 RGB 230/17/0 RGB 230/89/8 RGB 229/150/29 RGB 102/94/76 R7 O7 Y7 G7 CMYK 0/94/100/25 CMYK 0/61/97/25 CMYK 0/35/85/25 CMYK 0/8/22/67 RGB 191/14/0 RGB 191/74/7 RGB 190/124/24 RGB 83/77/63 R8 O8 Y8 G8 CMYK 0/94/100/40 CMYK 0/61/97/40 CMYK 0/35/85/40 CMYK 0/8/22/74 RGB 153/11/0 RGB 153/60/5 RGB 153/100/19 RGB 65/60/49 R9 O9 Y9 G9 CMYK 0/94/100/55 CMYK 0/61/97/55 CMYK 0/35/85/55 CMYK 0/8/22/81 The colors shown throughout this RGB 115/8/1 RGB 115/45/3 RGB 114/75/15 RGB 48/44/35 manual have not been evaluated by Pantone, Inc. for accuracy and may R10 O10 Y10 G10 not match the PANTONE Color CMYK 0/94/100/70 CMYK 0/61/97/70 CMYK 0/35/85/70 CMYK 0/8/22/88 Standards. PANTONE® is a registered RGB 77/6/0 RGB 77/30/2 RGB 77/50/10 RGB 30/28/23 trademark of Pantone, Inc.
  31. 31. Adobe Garamond Pro Visual system 28Adobe Garamond Pro RegularAdobe Garamond Pro Regular ItalicAdobe Garamond Pro SemiboldAdobe Garamond Pro Semibold Italic Typography The New School typography consists ofAdobe Garamond Pro Bold two typefaces: Adobe Garamond ProAdobe Garamond Pro Bold Italic (Adobe type foundary) and ITC Franklin Gothic (ITC type foundary). Both typefacesITC Franklin Gothic come in a variety of weights and offer flexibility of use. Commitment to theseITC Franklin Gothic Book typefaces will create a consistent andITC Franklin Gothic Book Italic strong identity.ITC Franklin Gothic Book CondensedITC Franklin Gothic Book Condensed Italic These typefaces should be used at all times. Contact the File Identifier [fonts folder]ITC Franklin Gothic Medium director of communications if there is a specific request notITC Franklin Gothic Medium Italic to use the specified typefaces.ITC Franklin Gothic Medium CondensedITC Franklin Gothic Medium Condensed ItalicITC Franklin Gothic DemiITC Franklin Gothic Demi ItalicITC Franklin Gothic Demi CondensedITC Franklin Gothic Demi Condensed ItalicITC Franklin Gothic HeavyITC Franklin Gothic Heavy Italic
  32. 32. Visual system 29 Textural Image style Rich, layered imagery, dynamic cropping, diverse range of media Image style plays a critical role in develop- and techniques ing a vivid and meaningful identity for The New School. The New School image style consists of three categories: textural, conceptual and journalistic. All imagery should support The New School brand promise (see page II). ConceptualDynamic cropping, natural lighting, The New School Personality Image drivers non-clichéd, not posed or con- trived, purposeful subject matter Activist Provoke dialogue and promote Eclectic interdisciplinary thinking. Open Reflect intellectual sophistication Street-smart and critical thinking. Articulate Creative Focus on that broader community Courageous interaction and involvement. Leverage the cultural and intellectual richness of New York City. JournalisticNatural lighting, dynamic cropping, not staged or posed
  33. 33. Visual system graphic elements 30Running dialogueThe running dialogue is a key elementof The New School visual system. Itsupports the concept of cross-disciplinarydialogue and thought—an important partof the identity.The running dialogue can be used in twoways: as a graphic treatment or by runningschool logos together.Running dialogue treatmentThe running dialogue shouldalways use The New Schooltypefaces Adobe GaramondPro and ITC Franklin Gothic.Any size or weight combinationmay be used (see page 28).The running dialogue shouldalways use The New Schoolcolor palette. Tints and overlaysare recommended when type isoverlapping (see page 26).
  34. 34. Visual system graphic elements 31 Running school logos The running school logos is a treatment that holds all eight of the school logos together. Refer to the specifications at left for spacing. Where the running line bleeds Sample off on one side of a communications piece, it should resume where it ended on the otherside. This is the only instance where the school logos can be cropped at any point. The configuration of the stacking is dependent on the size and dimensions of the piece on which it is being applied. X72% of X File Identifier Construction tns_running_logos [The New School running logos] Example: tns_running_logos_4c_pos.eps *See pages 47–49 for a complete explanation of the file naming structure.
  35. 35. Visual system graphic elements 32 Colors:4-color, positive 4-color, reverse on black running school logos Use only the colors specified below when running school logos.The New School Red, positive The New School Red, reverse on The New School Red The New School Red File Identifier Pantone® 1795 C 4C_pos [4-color, positive] CMYK 0/94/100/0 4C_rev [4-color, reverse] RGB 255/19/0 B_pos [black, positive] B_rev [black, reverse] The New School Orange O_pos [orange, positive] Pantone® 158 C O_rev [orange, reverse] CMYK 0/61/97/0 R_pos [red, positive] RGB 255/99/9The New School Orange, positive The New School Orange, reverse on The New School Orange R_rev [red, reverse] The New School Yellow S_pos [silver, positive] Pantone® 143 C S_rev [silver, reverse] CMYK 0/35/85/0 Y_pos [yellow, positive] RGB 254/166/32 Y_rev [yellow, reverse] Silver Example: Pantone® 8002 C tns_running_logos_4c_pos.epsThe New School Yellow, positive The New School Yellow, reverse on The New School Yellow Black *See pages 47–49 for a complete explanation of the file naming structure. Pantone® Black 4 C* CMYK 0/22/100/89 The colors shown throughout this RGB 28/22/1 manual have not been evaluated by Pantone, Inc. for accuracy and may *100% Process Black may be substi- not match the PANTONE Color tuted in restrictive printing instances. Standards. PANTONE® is a registered trademark of Pantone, Inc.Silver, positive The New School Silver, reverse on SilverBlack, positive Tint on Black
  36. 36. Introduction 33ApplicationsThe New School visual identity will cometo life on the materials we use to commu-nicate. These include stationery, signage,marketing materials and other media.Correct and consistent use of the visualsystem will be the determining factor for asuccessful identity.This section provides sample layouts andmechanicals that illustrate how all of thevisual elements come together to create adistinct New School identity.
  37. 37. 1” 2.65” 0.5”0.25” Application templates and demonstrations 34 FOR GENERAL STUDIES FOR SOCIAL RESEARCH MILANO FOR MANAGEMENT AND URBAN POLICY PARSONS FOR DESIGN EUGENE LANG COLLEGE FOR LIBERAL ARTS MANNES COLLEGE FOR MUSIC FOR DRAMA FOR JAZZ AND CONTEMPORARY MUSIC 1.25”1.25” 66 West 12th Street New York, NY 10011 t 212.229.5656 f 212.229.5937 bkerrey@newschool.edu www.newschool.edu University stationery Bob Kerrey President Letterhead September 2, 2004 John Smith Street Format File Identifier City, State ZIP Code Country 8.5" x 11" tns_university_letterhead.eps Shown at 65% of actual size. [The New School university Dear John, letterhead] Running school logos Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod *See pages 47–49 for a complete tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis See page 31 for specifications. explanation of the file naming nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Colors: Pantone® 1795 C, structure. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel Pantone® 158 C, Pantone® illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum 143 C, and Pantone® 404 C. dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud University logo exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Color: Pantone® 404 C at 45%. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel Return address illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui Typeface: blandit praesent luptatum azril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim Adobe Garamond Pro Regular placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Size: 8.5/10.5 pt diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Color: Pantone® 404 C Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Template Sincerely, Body Copy Times 11/13 pt Bob Kerrey
  38. 38. Application templates and demonstrations 35 2.65” 0.75” University stationery Business card Nancy Donner Vice President for Communications and External Affairs Format File Identifier 3.5" x 2" tns_university_businesscard.eps 55 West 13th Street, Rm 703 New York, NY 10011 Shown at 100% of actual size. [The New School university t 212.229.5667 x3738 f 212.229.5568 donnern@newschool.edu www.newschool.edu business card]0.25” Front *See pages 47–49 for a complete explanation of the file naming University logo structure. Color: Pantone® 158 C 0.25” Contact information Typeface: Adobe Garamond Pro Regular Size: 8.5/10.5 pt Color: Pantone® 404 C0.75” Back x Running school logos See pages 31-32 for specifications. Color: gradation of Pantone® 158 C to Pantone® 143 C to Pantone® 1795 C
  39. 39. 2.65” Application templates and demonstrations 36 0.20” 1” University stationery Envelope and mailing label 0.25”0.075” Office of Admissions and Student Services 66 West 12th Street New York, NY 10011 0.75” Envelope File Identifier tns_university_envelope Format [The New School university Number 10 envelope] Shown at 100% of actual size. tns_university_label University logo John Smith [The New School university Street Color: Pantone® 404 C at 45% City, State ZIP Code mailing label] Country Return address *See pages 47–49 for a complete Typeface: explanation of the file naming Adobe Garamond Pro Regular structure. Size: 8.5/10.5 pt Color: Pantone® 404 C Mailing Label Format 0.25” 66 West 12th Street New York, NY 10011 5" x 4" 0.75” Shown at 100% of actual size. University logo Color: Pantone® 143 C Return address Typeface: John Smith Adobe Garamond Pro Regular Street City, State ZIP Code Size: 8.5/10.5 pt Country Color: Pantone® 404 C
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