BRAND IDENTITY &
DESIGN SYSTEM MANUAL
O F F I C E O F C O M M U N I C A T I O N S & M A R K E T I N G
1. Overview 3
2. Logo 4
3. Unit Branding Strategies 6
3. Graphic Elements 8
4. Design Examples 11
5. Stationery 16
6. FAQ 18
7. Sustainability, Paper & Printers 19
8. Contacts 19
Contents The Brand Identity & Design System Manual provides a
foundation for clear and consistent communication of the
Robinson College identity. Adhering to common standards
ensures that the college’s correct name appears on all official
Robinson communications and that the college has a common
“look and feel” throughout all mediums—publications, banners,
advertising, signage, letterhead, and business cards. This
publication includes guidelines for use of the Robinson College
logo including official colors and typefaces. It also includes
the official policies and standards for the design of Robinson
stationery, publications and other applications.The guidelines
have examples of commonly produced creative material that
will allow departments and units to easily develop materials
they need. Again, the goal is design consistency, but not bland
The Office of Communications and Marketing of the Robinson
College has the overall responsibility for making sure these
guidelines are followed.We ask that all collateral developed
by units within the Robinson College be sent to the Office of
Communications and Marketing 48 hours in advance of it being
sent to a printer or posted on the Web site. Please send your
collateral to RCBCommunications@gsu.edu
The guidelines will be added to and updated regularly. We thank
you for your cooperation in the matter.
J. Mack Robinson College of Business
The largest business school in the South and part of a major research institution, the J. Mack
Robinson College of Business at Georgia State University is located in Atlanta, an epicenter
of business and a gateway to the world. With programs on four continents and students from
150 countries, the College is both worldwide and world class. Its part-time MBA program is
ranked No. 5 in the nation and has been in the Top 10 for 13 consecutive years.The College
has 200 faculty, 7,400 students and 65,000 alumni. Noted for an emphasis on educating leaders,
the Robinson College and Georgia State have produced more of Georgia’s top executives with
graduate degrees than any other school in the nation.
The boiler plate should be featured prominently on all publications where space permits.
Inside the front or back cover is the preferable location.
In the world of business schools, Georgia State’s J. Mack Robinson College of Business must compete locally,
regionally, nationally and internationally for rankings, excellent students and faculty, funding and philanthropic
donations. It is imperative that Robinson College’s visual identity elements be well-defined, distinguished and
enduring.The consistent and correct use of the graphic standards identifying the Robinson College, combined
with its reputation for excellence, is how the college will be known.The guide is designed to build maximum
recognition through the consistent use of a logo system and color palette that always say J. Mack Robinson
College of Business.
A B O U T T H E M A N U A L
The brand standards manual gives you general guidelines for:
- logo use
- color palette
- photography style
- basic design layout
The goal is design consistency, but not bland standardization.We have created examples of commonly produced creative
material that will allow departments and units to easily develop material they need.
Consistent use of color, graphics, typeface and message help people quickly identify and more clearly understand our
college and the university from the thousands of images and messages that they receive each day.
Pay careful attention to guidelines on logo usage.
Be careful of color choices.
If you are designing materials or overseeing design you should be familiar with this book.
Use the Office of Communications and Marketing and University Relations as resources — we can help you leverage
the strong Robinson College brand to your advantage.
Why Graphic Standards?
Where can I find
the guidelines online?
The J. Mack Robinson College of Business logo was designed to incorporate the Georgia State visual
identity while recognizing the College and its benefactor Mr. J. Mack Robinson.The revised logo highlights
the College’s name by placing it to the right of the university’s logo and emphasizing it with the univer-
sity’s blue color.
L O G O U S A G E T I P S
Do not modify the logo to fit a design idea — modify the idea to fit the logo.The proportional relationship
between the design mark and name is precise and must be maintained.
Size it appropriately to the layout; it doesn’t have to be huge.The message is more important than the logo.
In general, do not use the logo as a design element. For example, do not enlarge the logo to cover a whole page as
a background element.
Respect the space around the logo, making sure it is visible in the design.
The logo is also available in black for black & white documents only.
The Georgia State University logo is a registered trademark protected by federal law.
The flame graphic should never be manipulated and may not be reproduced in red. An authorized version of the
flame by itself may be used when appropriate, such as on certain kinds of merchandise.The function of this mark is
not that it can be read as the school’s initials, but that it is a strong visual symbol that is easily recognized, remem-
bered and associated with Georgia State University.
An approved logo configuration should appear prominently on all publications, such as on the front or back cover,
in a size appropriate to the overall size of the document.The logo should also appear at the opening of a film,
video or official university Web site and on every print advertisement.
For guidelines on the use of the flame, seal and the mascot Pounce, refer to the University identity guidelines
www2.gsu.edu/~wwwidg/about.html or contact University Relations. Requests for University logos can be
made at this Web site.
Commercial use of the College logo must be negotiated and managed by Auxiliary Services.
How Do I Get the Logos?
J. Mack Robinson College of Business logo as well as further
guidance on its use, can be obtained from the office of
Communication and Marketing; contact Gary McKillips or
• Jpegs and gif files are great for web
• Eps and tif files are best for print
Full color: CMYK or 3 spot colors (PMS 404 grey, PMS 286 blue, PMS 186 red)
2 spot color: PMS 286 blue, PMS 186 red
1 spot color: PMS 286 blue
2 spot color reversed: white and PMS 186
red out of a dark color
1 spot color (white) reversed: out of a
Do NOT change the color of the
Do NOT make the logo smaller
than 1.75” wide
Do NOT Reverse the logo out of a light
I M P RO P E R L O G O E X E C U T I O N :
C O R R E C T L O G O E X E C U T I O N :
Do NOT use the gray logo on a dark color
Do NOT stretch the logo
Do NOT change the color of the flame
Unit Branding Strategies
U N I T B R A N D I N G I D E N T I T Y
In order for the College to maximize the impact of a single graphic identity, academic departments,
administrative units, centers, institutes and programs are NOT permitted to have a unique logo. How do
these units represent themselves effectively in their communications?
Separating the department or unit name from the logo allows for flexibility in displaying your name.
Examples of executions are shown on the following pages.
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Developed with Robinson’s highly regarded Institute of Health Administration
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Classes meet every Monday evening and every other Wednesday evening
Curriculum accredited by the Commission on Accreditation of Healthcare
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C O U R S E H I G H L I G H T S
RO B I N S O N . G S U . E D U / P M B A>_
E X C E P T I O N S
Unique logo treatments can be created for certain special cases such as events and conferences. Such logos shall be used
only during the time in which the event takes place. Once the event goes away logo usage should also stop.
If a unit is sponsoring a conference, the following treatment may be used on conference material to show the units name
as well as the college logo.This treatment will not become the unit’s identity and can only be used on that specific con-
Example of CEBCM treatment used for American
Marketing Association conference sponsorship
Example of special event logos
For more information and to register,
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COURSES BEGIN JAN.15
Offering courses for:
managing employee under-performance
the first-time manager
C O L O R PA L E T T E
Pantone: PMS 286
CMYK: 100C 72M 0Y 0K
RGB: 0R 57G 166B
WEB: 0039A6 HTML
Pantone: PMS 186
CMYK: 0C 100M 75Y 4K
RGB: 198R 12G 48B
WEB: C60C30 HTML
Pantone: PMS 289
CMYK: 100C 76M 10Y 65K
RGB: 0R 34G 68B
WEB: 002244 HTML
Pantone: PMS 651
CMYK: 40C 16M 1Y 2K
RGB: 155R 178G 206B
WEB: 9BB2CE HTML
Pantone: PMS 7534
CMYK: 4C 4M 13Y 8K
RGB: 215R 211G 199B
WEB: D7D3C7 HTML
Pantone: PMS 617
CMYK: 0C 2M 48Y 17K
RGB: 220R 206G 135B
WEB: DCCE87 HTML
Pantone: PMS 376
CMYK: 53C 0M 96Y 0K
RGB: 122R 184G 0B
WEB: 7AB800 HTML
Pantone: PMS 623
CMYK: 36C 3M 21Y 10K
RGB: 157R 188G 176B
WEB: 9DBCB0 HTML
Pantone: PMS 7546
CMYK: 70C 43M 23Y 63K
RGB: 57R 74G 88B
WEB: 394A58 HTML
Pantone: PMS 477
CMYK: 25C 75M 73Y 68K
RGB: 93R 53G 38B
WEB: 5D3526 HTML
BUSINESS SCHOOL SECONDARY COLORS
Pantone: PMS 404
CMYK: 0C 100M 75Y 4K
RGB: 119R 111G 101B
WEB: 776F65 HTML
Two color levels:
1. University colors –The official colors of the university are blue (PMS 286) and white.Accent colors are
grey and red.
2. Robinson College secondary colors – complementary colors for print and web use
Strong use of the university blue is encouraged.The university red should play a secondary, minimal role.
Please exercise discretion in the use of the College secondary colors — they are there to accentuate the brand
and are to be used in conjunction with the university colors, never by themselves.
Our design approach utilizes white space in the layout. Although not specified, white is a key color in the palette.
• On-screen color should always
• Any print materials should use
CMYK or PMS colors
T Y P O G R A P H Y
Adobe Gill Sans and ITC Usherwood are the University’s official fonts.
Gill Sans is the primary font to be used in print publications. If Gill Sans is not available, substitute Helvetica in its
place. If ITC Usherwood is unavailable, substitute Times Roman in its place.
The university logo is created from a special, modified font. Individuals should never try to recreate the logo.
If you need to purchase the university fonts, please purchase openface type which can be used on Macs or PCs.
P H OTO G R A P H Y
Photography is an integral part of the College’s identity. The photography style should illustrate a dynamic
and vibrant setting, people with a modern, driven and successful demeanor, and references to global education,
movement and diversity
Photographs should be reproduced with minimum effects. Four color process, black and white, and duotone are
all acceptable reproduction effects. Unusual Photoshop special effects and borders, etc. are discouraged.
Photoshoots can be requested by contacting Meg Buscema, Photography Supervisor in University Relations at
404/413-1368 or firstname.lastname@example.org. Charges will apply.
The College’s photo library is located at robinson.dphoto.com and is available upon request by contacting
Diane Moore. Other sites that offer royalty-free photography include istockphoto.com, shutterstock.com, veer.
com and gettyimages.com.
E X A M P L E S
• Rights-managed photos are purchased for a specific, clearly defined use with the
price being determined by the scope of that use. Most stock images are rights-managed.
• Royalty free image can be used as many times and in as many ways as they like
(with minimal restrictions and limitations).
E X P L A N AT I O N
Stringent layout guidelines have not been established, however you can see the general look and feel in the ex-
amples on the next few pages.
Keep the design simple, clean and uncluttered.There is flexibility in the cover design and inside layout. Let strong,
appealing photos and crisp, memorable messaging take the lead.
Remember that white space is a key element of design within this system.
D E S I G N M A N DATO R I E S / S U G G E S T I O N S
The college logo must be used in a prominent spot on all material.
We encourage use of blue bar with 2 color reversed out logo. It works as an anchor for the page and provides a
space where the logo can be accented.
The flame graphic in a white circle can be used to draw the eye to a specific part of the page. It can be used to
highlight an area that you would like your reader drawn to.
“www” should not be used for Web site addresses.
The College’s locations should appear on all printed material in the approved format shown on the following
The boiler plate should be featured prominently on all publications where space permits. Inside the front or back
cover is the preferable location.
Examples of these treatments are shown on the following pages.
E X A M P L E S
SPRING/SUMMER 2009 self-mailer
B RO C H U R E
Covers should have minimal
copy. They should be clean –
an invitation for the audience
to learn more.
Locations have a standard setup and should be on piece
R O B I N S O N . G S U . E D U
as a manager
is a skill as well as an art.
GEORGIA STATE UNIVERSITY
P.O. BOX 3989
ATLANTA, GA 30302-3989
Our programs focus on concepts and methods that are
proven to maximize business performance:
These courses are taught at our new, convenient state-of-the-art Buckhead
Center, located in Tower Place 200. Robinson’s programs are taught by the
same award-winning professors who have led our business school to a top-five
Sign up online at
or call 404/413-7300.
BUSINESS ANALYTICS FOR MANAGERS
March 10 - 11
PROJECT RISK MANAGEMENT
MINI MBA IN FINANCE AND ACCOUNTING
April 1 - 3 (part 1) & April 15 - 17 (part 2)
PROJECT BUDGETING AND COSTING
CRITICAL THINKING FOR DECISION MAKING
April 10 - 11
For more information and to register,
to make the most of business opportunities.
Offering courses for:
• Business Analytics for Managers
• Mini MBA in Finance and Accounting
• Project Management
P O S T C A R D
Postcards need 5/8” clear on the
bottom for barcode clearance
J. Mack Robinson College of Business
cordially invite you and a guest to the 9
Reception: xx:00 p.m. v Dinner: xx:00 p.m.
RSVP to 404-413-xxxx by Date
Please indicate special dietary needs when replying.
I N V I TAT I O N Svertical flat card
horizotal folded card
N A M E TA G S
P O W E R P O I N T
Sewn tablecloths normally take
4 weeks to deliver
When presenting with powerpoint always have a screensaver
prepared with logo and event name. Avoid bluescreens as the
default background. The logo needs to be on the first slide.
B A N N E R
TA B L E C L OT H
A DV O L U M E 1 8 , N U M B E R 1 — S P R I N G 2 0 0 9
>_R M I . G S U . E D U
A P U B L I C A T I O N O F T H E D E P A R T M E N T O F R I S K M A N A G E M E N T A N D I N S U R A N C E
CEAR: GEORGIA STATE’S NEW CENTER
FOR RISK MANAGEMENT RESEARCH
The Department of Risk Management and Insurance (RMI) in the J. Mack Robinson College
of Business at Georgia State University announced the creation a new Center for the
Economic Analysis of Risk (CEAR), the first research center of its kind in the world. The
Center—developed as a partnership between the RMI Department, Georgia State’s Andrew
Young School of Policy Studies, the Federal Reserve Bank of Atlanta, and several other
academic units of the Robinson College of Business—will be physically located in Atlanta with
a virtual network of 100 economists and other researchers around the world, representing
such disciplines as mathematical finance, computational methods, dynamic corporate finance,
economics of contracting and macroeconomics. Funding for the project is internally generated
through a unique “Areas of Focus” program in which Georgia State University provides grants
to units based on the merit and potential impact of a project. The new CEAR initiative will be
funded at $1.4 million per year.
TOP 5 RANKED, AGAIN !C O N T E N T
Georgia State University’s RMI Department is again ranked
among the top five programs of its kind by U.S. News & World
Report. Jumping up three spots from last year’s ranking of seven,
the department’s undergraduate program is fourth best overall
in U.S. New’s 2009 survey of America ‘s Best Colleges released
in August. This marks the tenth consecutive year that the RMI
Department has been ranked in the top ten.
U.S. News & World Report has also ranked Robinson’s Flex MBA program
among the nation’s top five for 2009, and top ten for 13 consecutive years. It’s undergraduate
program ranks 24th among public universities; 52nd overall.
MEET THE NEW RMI FACULTY
The RMI Department is proud to announce the addition of three new outstanding faculty
members. George H. Zanjani, a former senior economist with the Federal Reserve Bank of
New York, joined the faculty in June as an associate professor of risk management and insurance.
Joining the department in August as an assistant professor, Luz Rocio Sotomayor recently
received a PhD in mathematical finance from the University of Alberta, Canada. Elizabeth F.
Brown, an internationally recognized attorney, scholar, and law professor, joined the RMI faculty
in January as an assistant professor.
continued on page 9
CEAR: NEW RMI
TOP 5 RANKED, AGAIN
MEET THE NEW
FROM THE RMI CHAIR,
FROM THE EFI CHAIR,
NEW HIRE FOR
STUDENTS & ALUMNI
HONORS DAY AWARD
THE BROWN BAG
RCB FACULTY EXPLORE
STUDENT & ALUMNI
WILL BE NEXT
continued on page 6
N E W S L E T T E R S
A l p h aretta , B rookHav en , B uck h ead , D owntown , Henry C ount y, p eac h tree – dunwoody
The Professional MBA includes:
· The ability to specialize in an area of concentration while
maintaining a broader course of studies
· A 24-month curriculum with weekend and weeknight classes
· Conveniently located, I-75 exit 218 behind the Henry County
Chamber of Commerce
· An MBA program that works around your schedule
· An excellent value for a top-tiered school
keep one foot in the boardroom
and the other in the classroom.
P O S T E R
Stationery and Business Cards
Because they are universally used, stationery and business cards are the foundation of the visual identity program and
must adhere to identity guidelines. Artwork of all official stationery and business card formats is created and maintained
in University Relations.
All stationery should be ordered through University Relations and printed with University Printing Services. Please call
x3025 to initiate an order.You will need your speed code, delivery address and quantity (orders come in boxes of 500).
L E T T E R H E A D A N D E N V E L O P E S
The College letterhead and envelopes print in blue, red and gray on white paper. A mailing address including a mail stop
code and phone number are required on letterhead.The official mailing address of most units has a mail stop code
assigned by and available through Auxiliary Services.The standard format of “Mail” and “Office” is used to differentiate
the mailing address from a campus location.“Office” information and fax numbers are optional on all stationery and
To enhance the university’s professional image, printed letterhead, not copies, should be used.
B U S I N E S S C A R D S
Cards are divided into two sides to accommodate numerous phone numbers and extensive titles. Titles align on the right
side under the name. Center, institute, department and unit names are printed on the left side under the “Mail” section.
“Office” and “Fax” information are optional on business cards.Web site addresses do not contain “www.” “Dr.” should be
used before the name of an individual who holds a doctor of dental surgery, doctor of medicine, doctor of osteopathy, or
doctor of podiatric medicine degree, not before the names of individuals who hold other types of doctoral degrees.
PO Box xxxx
Atlanta, GA 30302-xxxx
35 Broad Street, Suite xxx
Atlanta, GA 30303
2 lines for Unit names 4 lines available for titles
Georgia State University, a unit of the University System of Georgia, is an equal opportunity educational institution and is an equal opportunity/affirmative action employer.
D E PA RT M E N T / U N I T / I N S T I T U T E / C E N T E R
P.O. Box xxxxx
Atlanta GA 30302-xxxxx
35 Broad Street, Suite xxx,
Atlanta GA 30303
Master of xxxxxx xxxxx
Class of xxxx
Optional extra line
P.O. Box xxxx
Atlanta GA 30302-xxxx
Graduate students have a unique set-up for
business cards. Contact _______________
for information or ordering.
Q: When does the Brand Identity and Design System
Manual take effect?
A: The new brand identity should be implemented immedi-
ately for new projects.
Q: Does our department need to order new stationery
and business cards?
A: No. You may finish using your current supplies before
ordering materials with the new logo.
Q: How do I order new business cards and stationery?
A: Contact Shahidah Abdulrahman in University Relations
at x3025. Please provide the speed code you would like
charged, the delivery address and the quantity of each
item you need (they come in boxes of 500).
Q: How do graduate students order business cards?
A: Contact __________
Q: Can I have print on both sides of my business card?
A: This is allowed in special cases. Please contact
Q: Where can I obtain a hard copy of the Brand Identity
and Design System Manual?
A: Hard copies are kept at the Robinson College Office
of Communications and Marketing.
Q: How will I be notified of updates to the Brand Identity
and Design System Manual?
A: You will be notified by email as updates occur. A pdf
of the most current Brand Identity and Design System
Manual will be available on-line at robinson.gsu.edu/
Q: How do I download the new logo?
A: Contact Gary McKillips or Diane Moore of the Robinson
College Office of Communications and Marketing.
Q: Can I create a logo for my event or conference?
A: Yes. An event or conference may have its own identity as
long as the event/conference is for a limited time period
and does not stay active indefinitely.
Q: Can the name of a department, center, or program be
added to the new logo?
A: No. The name of a department, center or program must
be distinctly separate from the logo.
Q: My department/center/institute/program is really
special. Can I create a logo for it?
A: No. Please contact Gary McKillips or Ellen Powell to
discuss your needs.
Q: I know other people need to follow the guidelines,
but do I?
Q: Can I design collateral pieces myself?
A: Yes. Please adhere to the guidelines set forth in the Brand
Identity Design System Manual.
Q: If I design collateral, does it need to be approved by the
A: The Office of Communications and Marketing would like
to see a copy of all collteral at least 48 hours prior to
production as well as receive a copy of the final output.
Q: Can we use external vendors to create collateral?
A: Yes. You may contact Gary McKillips or Diane Moore for
Q: How do I access the Robinson College Photo Library?
A: Contact Diane Moore or Gary McKillips.
Q: Are there exceptions to Graphic Standards?
A: Almost never. On occasion, production issues, unusual
formats or very unique circumstances require a deviation
from Graphic Standards, but that is extremely rare and
must be approved by Communication and Marketing.
Q: How do I have a photo made?
A: Contact Meg Buscema of University Relations at x1368
Q: How do I produce collateral?
A: If you would like help designing your material, University
Relations can help you. Contact Ellen Powell at x1352
or Renata Irving at x1363 to discuss the scope of your
project and pricing.
Q: Where do I find information on the correct use of the
university flame, mascot and logos.
A: Please refer to the university’s visual identity guide online
Sustainability, Paper Printers
W H AT I S T H E F O R E S T S T E WA R D S H I P C O U N C I L ?
FSC is an independent, non-governmental, not-for-profit organization established to promote the responsible management
of the world’s forests. It provides standard setting, trademark assurance and accreditation services for companies and
organizations interested in responsible forestry. Products carrying the FSC label are independently certified to assure
consumers that they come from forests that are managed to meet the social, economic and ecological needs of present
and future generations. FSC has offices in more than 45 countries.Visit www.fsc.org for more information.
In efforts to improve our carbon footprint, we recommend using FSC-certified papers as well as printers.
For paper and printers recommendations, please contact the Office of Communications and Marketing or Renata Irving in
University Relations at x1368 or email@example.com.
COMMUNICATION AND MARKETING
Senior Director of Communications Marketing
Director of Communications Marketing
Public Relations Specialist
Public Relations Specialist
College Website Coordinator
Director of Branding and Creative Services
Print Production Supervisor
Administrative Coordinator (stationery orders)
R O B I N S O N . G S U . E D U