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Highlands University Identity Standards

Highlands University Identity Standards

 

Introduction

Adhering to a consistent set of identity standards is critical to the enhancement of New Mexico Highlands University’s image and reputation. Each year, New Mexico Highlands produces scores of brochures, posters, letters, catalogs and other printed and electronic materials meeting a broad variety of institutional requirements. A reasonable degree of design and editorial unity will enable these publications to have a cumulative positive impact for the university. The objective is not to make every publication look the same, but rather to give each common elements that will clearly mark it as part of the New Mexico Highlands system.
 
This guide to branding standards strengthens the consistency—and thus the effectiveness—of New Mexico Highlands printed and electronic communications. The standards set forth in this guide also to make the work of staff and vendors easier, more cost effective and more efficient by ensuring consistency.
 
The standards, adopted by the NMHU Board of Regents on April, 28, 2010, apply to written material with graphics intended for the many constituencies of the university, and are for use by graphic designers and writers creating these materials. The Office of University Relations can answer questions about these identity standards and is also available to provide design and planning consultations regarding specific projects in accordance with these guidelines.

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Highlands University Logo

The New Mexico Highlands logo should be used on all university publications, whether in print or electronic form. Officially recognized Highlands University departments, programs, institutes and staff are authorized to use the logo to represent the university.
 
New Mexico Highlands University uses two official logos: a graphic with a tower and mountain peaks atop the words “New Mexico Highlands University” on one line, and a graphic with a tower and mountain peaks atop the words “New Mexico Highlands University” on three lines.
 
When the logo does not appear on the front cover of a print publication, it should be used on the back cover or in another highly prominent location.
 

The New Mexico Highlands University Foundation logo may only be used in official foundation publications, and is not authorized for general university use.
 
The University Seal is an approved New Mexico Highlands logo but for extremely limited use. It is intended only for official university documents such as diplomas and transcripts and other materials related to the President’s Office and the Board of Regents. It may not be used in conjunction with any other university logo.
 
All New Mexico Highlands logos are available in two color (Pantone 268C [purple] and Pantone Warm Gray 4), one color (Pantone 268 C), black and reversed-out versions in a variety of formats from the Office of University Relations.

University Sub Brands

Because of their unique mission within the New Mexico Highlands University system, each university center and the Office of Alumni Relations may use the approved sub-brand logos. No other campus department or organization is permitted to use a modified sub brand of the logo. No university department or program may use any logo aside from the official logo without prior permission from the Office of University Relations.

Logo Integrity

New Mexico Highlands University’s logos have been specially drawn and the letter and word spacing as well as line weights and lengths carefully determined. Therefore, the logo may not be altered or distorted in any way and must always be in the styles shown.

Elements of the logo may not be separated and used individually. For maximum clarity and visibility, care should be taken to ensure the logo is always readable and other images, colors or design elements do not visually interfere. The logo must appear in its entirety and may not be combined graphically with another emblem or symbol. Logos files for the electronic documents may not be used in print documents or vice-versa, as the resolution is impaired. Type or other graphic images appearing on the same surface as the logo must be at least a half an inch away from the logo and may not be superimposed over the logo. The logo may run reversed over a photo or subtle design as long as the background does not interfere with legibility. No logo may appear in a box on any printed or electronic document. On any printed or electronic document, the logo may not be smaller than 1.25” high. Exceptions such as printing the logo on certain merchandise such as pens, key chains etc. must have prior approval from the Office of University Relations. No official university logo or variation may be used by any student group or organization without prior approval from the Office of University Relations.

Special Event Logos

From time to time, for significant events (ie. College Night), the university may use a special event logo. Any such logo must be approved by the Office of University Relations.

Unofficial University Logos

Any university-recognized department and student club or organization may use either of the two university’s unofficial logos: the bucking horse and the three-rider logo. Individual students may use the logo for a university-related flier, such as homecoming royalty campaigns. Unofficial logos my not be used by any outside party without prior approval from the Office of University Relations. Unofficial logos may not be used to promote anything outside of the university’s interest, such as alcohol-related events or promoting a for-profit business or enterprise.
 
While an unofficial logo may be used as a design element in university publications, it may not replace any required official university logo and should not be used on the same page as an official university logo.
While the design requirements for official logos do not apply to unofficial logos, care should be taken not to distort or render unofficial logos illegible.

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Athletics Logos

The HU Cowboys logo should be used on all athletics publications, whether in print or electronic form. When the logo does not appear on the front cover of a print publication, it should be used on the back cover or in another highly prominent location.
 
No non-athletics entity may use the HU Cowboys logo to represent a program, school or college. No other agency/organization may use an official HU Athletics logo without permission from the Athletics Department.
 
All HU Cowboys logos are available in Pantone 268C (purple), black, and reversed-out versions in a variety of formats from the Athletics Office.

Approved Sub Brands

Each sport program may use a sub brand of the HU Cowboys logo with the name of the sport below the HU graphic as displayed on the following page. Club sports programs may not use the official HU Cowboys logo or any sub brand.

Logo Integrity

The HU Cowboys logos have been specially drawn and the letter and word spacing as well as line weights and lengths carefully determined. Therefore, the logo may not be altered or distorted in any way and must always be in the styles shown. Elements of the logo may not be separated and used individually. For maximum clarity and visibility, care should be taken to ensure the logo is always readable and other images, colors or design elements do not visually interfere. The logo must appear in its entirety and may not be combined graphically with another emblem or symbol. Logos files for the electronic documents may not be used in print documents or vice-versa, as the resolution is impaired. Type or other graphic images appearing on the same surface as the logo must be at least a half an inch away from the logo and may not be superimposed over the logo. The logo may run reversed over a photo or subtle design as long as the background does not interfere with legibility. No logo may appear in a box on any printed or electronic document. On any printed or electronic document, the logo may not be smaller than 1.25” high. Exceptions such as printing the logo on certain merchandise such as pens, key chains etc. must have prior approval from the Athletics Department. The HU Cowboys logo may not be used by any student group or organization without prior approval from the Athletics Department.

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Design Standards

Patterns

Patterns may be used in university publications to enhance the appearance of materials. Pattern usage should reflect the unique culture and history of Northern New Mexico and the diversity of the student body at New Mexico Highlands. Care should be taken when using patterns to ensure tribal or other trademarks are not violated.
 
The Office of University Relations maintains a library of acceptable patterns for publications.

Clip Art

Rarely does clip art enhance the look of materials, and shouldn’t be used. The Office of University Relations maintains a library of patterns and photographs that reflect the unique and vibrant culture of the campus and student body.

Photographs

The energy of New Mexico Highlands is reflected in photographs, so care should be taken to ensure a positive visual image is created. People in the photographs should be appropriately dressed, facial expressions must match the mood of the published piece (ie - no frowns or bored expressions). Photographs must be in focus and may not contain images or logos of another college or university (such as on an article of clothing). Photographs extensively modified with Photoshop filters must not be used, nor should any photograph from an outside source (such as a Web site) be used without obtaining written reprint permission.
 
The Office of University Relations maintains a photo library and can arrange to create imagery for specific materials.

Fonts

All official university publications must use the following font families: Garamond, Myriad and Bickham Script.
 
Typically, Garamond, a serif font, works best for body copy and headlines. Myriad, a sans-serif font, works best for headlines and should never be used as a font for small, long copy as it is difficult to read. Bickham Script is a special font for invitations and certificates, and must never be used for body copy.
 
Promotional materials used for artistic events on campus (music performances, Ilfeld productions, art exhibitions, etc.) may use a different font for the title of the production to suggest the tone of the event. All explanatory copy on such promotional materials must adhere to New Mexico Highlands’ font guidelines.

 

Embroidered items using the New Mexico Highlands logo, thread should be the equivalent of Robison-Anton Super Brite® Polyester #122: 5731 (Purple Accent) and #122: 5785 (Saturn Gray).

 
New Mexico Highlands’ official colors are purple (PMS 268C) and white.

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E-mail

E-mail is an official means of communication for New Mexico Highlands. It is important that adequate and consistent contact information be provided by all university employees in their e-mail communications.
 
The following guidelines are recommended for all New Mexico Highlands representatives to use in their e-mail signature.
 
Name
Title
Department (optional)
Division (optional)
New Mexico Highlands University
Mailing address (optional)
Phone
Fax
www.nmhu.edu (or approved department or division Web address)
 

Font recommendation

For visual consistency in electronic communication, it is recommended that all e-mail signature/footers use 10 pt. Arial.
 
Example:
Cindy Quintana | Administrative Assistant
School of Business
New Mexico Highlands University
Box 9000, Las Vegas, N.M. 87701
505.454.3380 | FAX 505.454.3386
www.nmhu.edu/business
 

Email backgrounds

Because it can make email text difficult to read and compromises a professional image, background images in emails (jpegs, gifs, etc.) should not be used.

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Business Cards, Letterhead, Envelopes

New Mexico Highlands business cards, letterheads and envelopes are available through the Office of University Relations. No outside vendor may print department stationery or business cards without University Relations' approval.

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