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COLLEGE OF ENGINEERING, COMPUTING AND APPLIED SCIENCES

BRAND

1College of Engineering, Computing and Applied Sciences Brand Guidelines

2 CU Brand Policy/Architecture

3 College Brand Architecture

4 College Mission/Vision/Positioning

5 The College Brand Promise, Attributes

6 Editorial Style

7 Full-Color Logo

8 One-Color Logo

9 Logo Reversal

10 Logo Clear Space

11 Unacceptable Logo Applications

12 University Marks to Avoid

13 College Department Logos

14 College Special Program Logos

15 Primary Color Palette

16 Extended Color Palette

17 Color Formulas

18 The Icons

19 The Icons as Graphic Background

20 The Use of Lines

21 The Three Pillars: Type Treatment

22 The Three Pillars: Type Treatment Color Variations

23 Logo Typeface College/Brand Typeface College

24 Photography

25 IDEaS Magazine

26 Sample Branded Layouts



29 Licensing — Production Use Q&A

30 Licensing — Production Use Q&A

Clemson College of Engineering, Computing

and Applied Sciences

Brand Guidelines

April 2014

CONTENTS


CU BRAND POLICY / ARCHITECTURE

In order to protect use of the name “Clemson University,” the wordmark, the seal and University tiger designed in 1995, the academic logo designed in 2009, and other official subordinate graphic symbols, the Clemson University Board of Trustees has determined that the name “Clemson University,” the word “Clemson” used in the context of Clemson University, the University seal, the University tiger, the Academic logo, and other authorized symbols shall not be used for any noncommercial official, quasi-official, promotional or similar purpose by any organization, group or activity without the express approval of the Board of Trustees.

Further, to ensure consistency in representation of the Clemson Brand, non-authorized logos, wordmarks or symbols may not be used to represent Clemson University or any of its colleges, schools, divisions, departments, programs or offices without the express approval of the Board of Trustees.

Lastly, University units using Clemson University funds to produce publications or other communications materials must include approved Clemson branding.

The Board delegates to the administration the responsibility for implementation of this policy, including authority to develop and publish guidelines for appropriate use of Clemson University’s name, symbols and logos, with approval of the Administrative Council, with the proviso that the final academic logo design will be approved by the Institutional Advancement Committee. In these cases, “the administration” refers to the Office of Creative Services of the Division of Advancement.

In keeping with existing procedures, responsibility for monitoring use of symbols created in the Athletic Department will be delegated to the Athletic Department.

Adopted by the Clemson University Board of Trustees on February 12, 2009.Academic logo approved on April 17, 2009.


COLLEGE OF ENGINEERING, COMPUTING AND APPLIED SCIENCES BRAND ARCHITECTURE

1. The Clemson brand is ferocious, and the college can leverage this and add to its strength. We can tell a powerful story with clear, consistent communications.

2. Brand strength is about more than having a logo family. What we say is as important as how it looks. The new college brand requires that all college communications convey academic excellence, entrepreneurship, intellectual capital and technological innovation.

3. Do we have to follow these guidelines? Yes. It’s better for Clemson and it’s better for the college. The strength of any brand depends, in part, on consistency. The Office of Creative Services is ready to help at 864-656-2467.

4. Because people think at the department level, we describe engineering, computing and applied sciences as three diverse but equal pillars supporting a stronger college unit. “Clemson Engineering” or “Clemson Computing” or “Clemson Applied Sciences” is appropriate language if used in conjunction with the Clemson Wordmark. This approach will allow college communications to better reach and motivate their target audiences.

5. We discourage the use of acronyms such as “CECAS” in place of the full college name. Why? Acronyms that arise out of a need for shorthand internal communication are often confusing and alienating to external users.

6. Research was conducted with a wide range of Clemson constituents to compare responses to the Clemson wordmark alone and enhanced with a symbol. When the wordmark is paired with a symbol, Clemson is 13 times more likely to be perceived as a high-quality academic institution.

7. The use of any Clemson icon requires adherence to the University licensing program guidelines. (See Licensing, p. 29.)

8. We have incorporated a new graphic element: the icon. The icons convey the mission and vision of the college through modern, interesting design that conveys topical categories in our core focus areas: collaboration, global impact, communication, innovation, economic development, leadership, education, research, entrepreneurship, sustainability, excellence and technology.

9. The square shape should be incorporated as much as possible into all publication designs. The regularity of a geometric shape like the square communicates structure and organization; its right angles represent order, mathematics, rationality and formality. The rectangle is the most commonly encountered shape in design. A square is less common, communicating that the college offers something different and unique within the framework of excellence.

10. Orange is still the No. 1 color at Clemson. We can dial Clemson Orange up or down, though, depending on need. Other colors in the expanded color palette give us a great degree of flexibility in conveying the serious nature of our school. (See Extended Color Palette, p. 16.)

11. Our brand architecture has a photography style characterized by people engaged or absorbed in research and hands-on learning. Photos are cropped tightly on their subjects. (See Photography, p. 24.)

12. Our newsletters, Web pages, Facebook, Twitter, email and PowerPoint communications should reflect the new brand architecture. Messaging, color palette, typography, photography and logos need to be consistent through every medium.

Tips about the college brand architecture


MISSION / VISION / POSITIONING

MissionOur mission in the College of Engineering, Computing and Applied Sciences is to create future graduates who can be productive in a global economy. Because today’s global citizen is expected to have experience beyond his or her primary discipline, our academic structure encourages cross-disciplinary collaboration. Engineering, computing and applied sciences represent independent degree programs that stand united in contributing to the overall success of the college. In addition, we provide a number of experiential learning opportunities that require students to transfer academic knowledge and experience from the classroom to real-world work environments.

We support the college’s mission and the University’s strategic initiative to remain among the top 25 national public universities by demonstrating what makes Clemson distinct through image, words and graphics.

VisionOur vision is to create engineers and scientists who are critical thinkers entrepreneurs and innovators who understand the social and business implications of their work. When attracting new and retaining existing talent, we should seek out individuals who are able to communicate their ideas coherently and work effectively in teams. Above all, the college provides leadership that works toward solving society’s big problems.

PositioningThe students who come to Clemson are the best and brightest, and they have been for over a century. We have established a palette of tools that, when combined, tell the story of our college and our institution as a whole; reflecting our commitment to undergraduate research and top-ranked academics from a setting of intense beauty with a heart and a drive to be the best.

Positioning ToolsOur visuals should demonstrate innovation, creativity, ingenuity and academic excellence:

• Real-life stories of successful students and faculty

• Powerful storytelling imagery that evokes the sense that to come to Clemson is to share in the future of this cutting-edge industry

• An inventory of logos that embody the college’s key brand attributes and categories of research and development

• Graphic sans serif typography (with the exception of limited Goudy usage) combined with collage effects, sleek design elements such as graphic lines through fonts and illustration-style images and logos, interesting shapes for publications — especially the use of the square.

• A color palette that draws from industry, while also pulling from the natural backdrop of the school


COLLEGE BRAND PROMISE, ATTRIBUTES

Brand PromiseThe College of Engineering, Computing and Applied Sciences serves the creators of the future, both inside our school and through initiatives that we organize and sponsor outside it. We are a timeless institution that brings only the most talented and promising future engineers and scientists into our ranks.

Brand AttributesAcademic Excellence — A top-25 school, we serve and recruit the best and the brightest, and we offer the top-notch facilities and faculty to cater to the academic elite.

Impressive Talent — The most innovative ideas, research, equipment and academic offerings come out of the college.

Innovative People — The college is served by an international faculty with global experience that conducts world-changing research.

Inspiring — Our work should inspire the college faculty, staff, current and prospective students, alumni and outside stakeholders to stay engaged with and supportive of ongoing college efforts.

Leadership — The college serves the creators of tomorrow and the leaders of tomorrow.


EDITORIAL STYLE

For a quick, clear reference, see the Editorial Style Guide at clemson.edu/brand.

Accuracy and consistency are essential to maintaining a positive, professional image of the college and the University. The Department of Creative Services has created the Clemson University Editorial Style Guide, a nonacademic in-house reference source for writers and editors of Clemson promotional and marketing materials, including those for the college.

In brief, the Associated Press Stylebook (AP) is the preferred style source and Webster’s New World Dictionary, Third College Edition is the preferred dictionary. The Chicago Manual of Style is preferred for issues not addressed by AP.


FULL-COLOR LOGO

The primary college logo is a marriage of Clemson icons. Clemson University’s academic symbol is the stylized face of a tiger, based on the University’s centennial flag and coat of arms. Below the tiger face, the date “1889” appears, which is the year of the institution’s founding and a star, representing our military heritage.

The college name is written in Trade Gothic, which is part of universitywide branding.


ONE-COLOR LOGO

The one-color version of the primary logo can be either Clemson Orange or black. No other colors are to be used for this version. The sanctity of the brand is reliant on consistent and tasteful use of this, our trademark image.

Use the all-black logo when the project is black-and-white or has no Clemson Orange.

The Tiger Paw logo may still be used sparingly, but it should be reserved for non-academic purposes only.


LOGO REVERSAL

Logo reversals should be done with care. A partial logo reversal can be used over darker value college brand colors by reversing “Clemson” and keeping the rest in Regalia.

Full logo reversal can occur on either Clemson Orange or black when the symbol, wordmark (and tagline/sub-brand title when included) are reversed. Supporting primary brand colors should never be used for full logo reversals.

A two- or one-color version of the primary logo may appear against a background of tints of any color within the palette. Please make sure that the contrast between the logo and the background is sufficient for legibility. Logo reversals on tints are not recommended.

When printing over photography, the logo can be partially reversed or printed in one or two colors. The logo should be large enough to be clearly identifiable, and the surrounding area must have very little pattern and provide distinct contrast so the logo is legible and stands out.INQUIRY, DISCOVERY IN ENGINEERING AND SCIENCE SPRING 2015 COLLEGE OF ENGINEERING AND SCIENCE

Virtual Reality Comes into FocusClemson’s simulation technology widens the talent pipeline.page 12


LOGO CLEAR SPACE

The college logo must be protected and elevated, always having a clear space around it where no other elements appear (such as no typography, other logos, graphics or photos that intrude upon the logo).

The clear space for both versions of the logo is “X,” or the width of the counter (the inner space) of the “O” in Clemson.

Be mindful of maintaining this clear space, and do not place the logo too close to the paper’s edge, any folded edge, any cuts or embossing.

X

X

X

X

X

X

X

X

X

X


College of ENGINEERING,COMPUTING AND APPLIED SCIENCES

UNACCEPTABLE LOGO APPLICATIONS

Do not use non-college colors for the logo or any of its parts. This includes unacceptable use of brand colors. Do not add any effects such as bevels, drop shadows or outlines. Do not stretch or bend the logo, or alter its proportions.

Do not reverse the logo except as detailed in this guide. (See Logo Reversal, p. 9)

Do not use the logo over a tint unless it provides excellent contrast and legibility. Do not partially reverse a logo out of a tint or screen, and do not use any tints other than those in the palette. If in doubt, check with the Office of Creative Services.

A partially reversed logo over a photo can work, but do not use a busy photo, or a photo that is too light to provide sufficient contrast.

The logo must contain “College of Engineering, Computing and Applied Science.”

ENGINEERING AND SCIENCE


UNIVERSITY MARKS TO AVOID

Don’t use these outdated logos. Materials with the Engineering and Science mark, either with the Tiger Paw or the academic shield, can be used until supplies run out.

The Tiger Paw logo may still be used sparingly, but it should be reserved for non-academic purposes only.

The seal is reserved for use by the President’s office. The paw should be reserved for use less academic in nature.


COLLEGE DEPARTMENT LOGOS

All media produced by the College of Engineering, Computing and Applied Sciences, its departments, clubs, organizations, events and other affiliations must include the college logo. When a club or group is the primary producer, the club or group logo should be the most prominent, and the college logo should be in sign-off position (on the back cover of brochures and bottom right-hand corner of posters). This reverses for college-produced events and publications. Logo placement, clear space and color treatments should adhere to all guidelines detailed at clemson.edu/brand.

BIOENGINEERING

BIOENGINEERING


COLLEGE SPECIAL PROGRAM LOGOS

Some groups, initiatives and programs are permitted to develop unique logos that stay within the brand, but can be differentiated for audiences. Creative Services determines the need for each mark on a case-by-case basis. For more information, visit clemson.edu/brand/guide/logo.html.


PRIMARY COLOR PALETTE

The college extended color palette includes the primary logo colors and additional hues from the Clemson brand. Grays and blues represent industry. Reds and browns represent the facilities and the natural beauty of campus.

Using tints of these colors is acceptable unless otherwise restricted by these guidelines.Clemson Orange

Blue Ridge

Fort Hill


EXTENDED COLOR PALETTE

The college extended color palette includes the primary logo colors and additional hues from the Clemson brand.

Using tints of these colors is acceptable unless otherwise restricted by these guidelines.

Clemson Orange

Blue Ridge

Innovation

Game Day Sky

Hartwell Moon

Tillman Brick

Howard’s Rock

100% 50% 20%


COLOR FORMULAS

CMYK* RGB Web Safe

* CMYK values are DEPENDENT on printing systems. The above values assume a press that is calibrated to GRACoL 2006 Coated 1.

Pantone CMYK RGB Web Safe

1595 0 72 100 3 234 106 32 #F66733

7546 80 60 46 36 58 73 88 #3A4958

877 47 37 38 9 134 137 140 #86898C

7459 76 6 8 15 16 157 192 #109DC0

4535 15 13 41 0 212 201 158 #D4C99E

169 20 72 100 13 162 80 22 #A25016

11 57 57 64 25 104 92 83 #685C53


THE ICONS

COLLABORATION COLLABORATIONGLOBAL IMPACT GLOBAL IMPACT

COMMUNICATION COMMUNICATIONINNOVATION INNOVATION

ECONOMIC DEVELOPMENT

ECONOMIC DEVELOPMENT

LEADERSHIP LEADERSHIP

ENTREPRENEURSHIP ENTREPRENEURSHIPSUSTAINABILITY SUSTAINABILITY

EXCELLENCE EXCELLENCETECHNOLOGY TECHNOLOGY

EDUCATION EDUCATIONRESEARCH RESEARCH

Graphical icons are a device that can be used to convey the mission and vision of the college and its core values. Through repetition within single documents and over the broad spectrum of publications and materials generated by college, these icons should become a “key” to communicating those ideals that the college embraces and seeks to foster.

Icons may be white on an orange background or Innovation on a white background, contained in a circle.

Icons may be screened back. Icons may be used without a label. If used with a label, it should appear as it is shown here.

No other colors or backgrounds may be used with the icons.

Acceptable use

Unacceptable use


THE ICONS AS GRAPHIC BACKGROUND

When a visual element is needed as a component of design, icons can be used behind text in varying sizes. Icons can be a dotted line (the dot should be equal to the weight of the line) or a solid line, in either Hartwell Moon or Howard’s Rock. No other colors are permitted when using this graphical treatment.

a conversation with the DeanClemson’s land-grant tradition“After being appointed dean, I had the opportunity

to reflect on how the land-grant traditions of Clemson

impact the mission of a 21st-century college of

engineering and science. Our founder, Thomas Green

Clemson, envisioned an institution that would help

build the material resources of our state. Traditionally,

this has been accomplished through excellent

research and scholarship, coupled with an extension

service for sharing the new knowledge and technology

with our citizens. While this model is still in place,

Clemson has added a new dimension by creating

innovation campuses at strategic locations throughout

South Carolina to facilitate closer collaboration with

key economic players. Consider, for example, our

investments in automotive and transportation research

at the Clemson University International Center for

Automotive Research (CU-ICAR), the advanced

materials research being conducted at our Advanced

Materials Center, the restoration industries, and

environmental and sustainable technologies at the

Clemson University Restoration Institute (CURI), and

the biomedical research at the Clemson University

Biomedical Engineering Innovation Campus (CUBEInc).

These innovation campuses allow us to connect with

industry locally, nationally and globally, and the College

of Engineering and Science needs to be fully engaged

with all of these, taking a leadership role.”

On the nature of the college“The key to understanding the nature of our college

can be found in its very name — engineering and

science. This combination sets the stage for a unique,

collaborative environment — a synergy that gives

faculty the freedom to push boundaries and explore

innovative solutions. I think that we need to build

bridges beyond our college and, just as important, that

these efforts need to be institutionalized if we are going

to be successful. One example could be a partnership

that would lead to a graduate degree in business

engineering or in entrepreneurship and innovation. To

be successful, the global citizen of the future must have

experience, not only in his or her primary discipline,

but also skills beyond. We can only provide those

experiences for our faculty and students if we look at

collaborative opportunities that exist on the education,

research and service fronts. Such collaboration is key if

we are going to move this college forward.”

Gramopadhye Fast Facts

• Research focuses on solving human-machine system

design problems and modeling human performance

in such technologically complex systems as health

care, aviation and manufacturing

• Principal investigator on more than 75 research

grants and awards, generating more than $45 million

in funding

• More than 300 publications and a Fellow of the

Institute of Industrial Engineers

• Recognized twice by the National Academy of

Engineering through the Frontiers in Engineering

Program as one of the top 60 engineers in the country

• Editor in chief of the International Journal of

Industrial Ergonomics

• Earned a bachelor’s degree in production engineering

in 1987 from the University of Bombay, India, a

Master of Science in 1989 and a Ph.D. in 1992, both

in industrial engineering from the State University of

New York, Buffalo

After serving a decade as chairman of Clemson’s industrial

engineering department, Anand Gramopadhye was named dean

of the College of Engineering and Science on July 1.

“I am excited and humbled by this opportunity,” says

Gramopadhye. “Any successful enterprise represents a team

effort, so one of my key responsibilities as dean is establishing

an open, nurturing environment that encourages everyone to

bring his or her best ideas to the forefront. Developing solutions

to the grand challenges facing our community, state and nation

will require the pursuit of cutting-edge research that engages

virtuoso talent.”

Here, Dean Gramopadhye shares some thoughts about his

vision for the college.

LEAD

ERSH

IP

IDEaS Fall 20132 3Clemson University’s College of Engineering and Science


THE USE OF LINES

Half-point lines when used in a design harken to the days when drafting and engineering were in lockstep, and they convey the historical nature of our college, as a school with an agricultural history and mechanical roots. Visually, these lines also reflect contemporary ideals.

The lines can either be single or double, and they may cross. The lines must be .5 point, unless it is a double line. This may be created by setting the weight to 4 points and choosing the line style to “thin-thin.”

Lines cannot be used in any other color or weight.

The use of curved lines that vary in weight should be discouraged.


THE THREE PILLARS: TYPE TREATMENT

The above type treatments are not replacement logos and must be used in conjunction with the official college wordmark. For example, it’s appropriate to feature one of these type treatments on a webpage if the college wordmark is in the header, or to use one on the back of a business card if the college wordmark is on the front. Type treatments are also acceptable in various other contexts when the intent is to emphasize a specific part of the college — engineering, computing or applied sciences. Keep in mind the goal is to creatively highlight one of three distinct pillars supporting a collaborative unit while still recognizing the college as a whole.

Colors used for these type treatments include Clemson Orange and Innovation.

The Office of Creative Services is available to answer any questions regarding guidelines at 864-656-2467.

CLEMSON

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APPLIED SCIENCES

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Vertical college name, showing all three pillars

Vertical college name, showing one pillar

Horizontal college name, showing all three pillars

Horizontal college name, showing one pillar


THE THREE PILLARS: TYPE TREATMENT COLOR VARIATIONS

The colors seen here are Blue Ridge from the primary color palette and Innovation from the extended color palette. Use these color variations in place of or in addition to Clemson Orange.

Full or partial reversals can be used over any college brand color. The same rules regarding color usage for logos apply to these type treatments. (See logo reversal, p. 9.)

Because the purpose of these color variations is to call attention to only one of the college pillars at a time, only one type treatment should be used on a single page at a time. When referencing the college as a whole, use the college logo. CLEMSON

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Blue Ridge and Innovation variation

Innovation variation

Reversed (for use on dark backgrounds)


LOGO TYPEFACES / BRAND TYPEFACES

Trade Gothic LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic Bold No.2ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic Condensed No. 18ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic Bold Condensed No. 18ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

TITLING GOTHIC SKYLINEABCDEFGHIJKLMNOPQRSTUVWXYZ

Goudy OldstyleABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Goudy BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Trade Gothic has been a staple of graphic design for many decades. These typefaces were developed, in part, to bridge the gap between quirky, grotesque fonts of the late 19th century and the carefully modulated typefaces that emerged in the mid-20th century. Because Trade Gothic does not display as much unifying family structure as many other sans-serif families, it appears to be more hand-worked. But the dimensions of this font frame up well: They are bold without being distracting and the letters are tough and upright, communicating strength.

The brand equity of the Clemson wordmark is of utmost importance, so retaining the Goudy Oldstyle typeface for limited usage is strategically beneficial in some limited usage.

Titling Gothic Skyline communicates innovation and cutting-edge ideals. This font should be used only in all caps.

This suite of three typefaces provides a comprehensive collection of fonts for any college publication, and it has been comprised so that it is all that is needed to create appropriate and effective emphasis in all the college communications.


PHOTOGRAPHY

Photos create compelling visual stories and people often look first at images before words. With this in mind, select every image for maximum communication. Photography should convey the University’s brand attributes — family, service, leadership, tradition, inspiration, collaboration, competition, focus and determination, and bold energy.

Posed photographs should appear as natural as possible. Posed shots are at risk of losing vital energy, which translates into weaker impact. Allow subjects to walk, talk, move, and comfortably be themselves. Subjects should seem unaware of the camera. Ideally, subjects are not working alone, but rather are collaborating.

In most cases, photos should be tightly cropped.

Portraits The college vision can be powerfully conveyed through a portrait photo that puts the subject in a relevant context while creating a sense of place. Photos should capture a moment infused with real emotion and should communicate tenacity, spirit, challenge or achievement or a combination of these attri-butes.

Particularly in a lab setting, subjects should be wearing the gear/uniform/lab coats that would be required in that relevant setting.

Photographs should seem natural while conveying energy, action and engage-ment. Subjects should be photographed in an environment that corresponds to the purpose of the portrait. For example, if a student is studying electrical engineering with a focus on public policy, consider shooting in a lab setting, where power grids or other electrical equipment can be manipulated.

Photographer Guidelines • Shoot in high resolution color, using 24-bit or higher color depth.• Shoot wide so photos can be cropped from all directions. • Format should be high resolution JPEG files (.jpg), TIFF (.tif) files

or RAW.• Bitmap files should be a minimum of 9 inches across by 12 inches high,

at a resolution of 300dpi – or 2700 x 3600 pixels.


IDEaS MAGAZINEJo

sh S

umm

ers

From left to right: ME professor Joshua Summers; Summers’ Creative Inquiry team trouble-shoots power tool inefficiencies; results from Fluor-Daniel lab industry-sponsored studies mean student work could one day be used in the marketplace.

lifetime ago, when he was

in high school, Clemson

mechanical engineering

professor Joshua Summers

built wind tunnels, and

entered them into science fair competitions

— successfully winning his fair share of

blue ribbons and prize money. He used

the cash to help pay for college. More

importantly, he developed an appreciation

for the practical application of one’s studies. Nearly three decades later, Summers finds himself

molding the next generation of engineers, connecting

undergraduate and graduate students alike with industry

partners and getting them the experience and education

they need to be successful in work and in life.

Real-world opportunityMost engineering programs require a senior capstone

project, but the industry-sponsored projects that Clemson’s

mechanical engineering program makes available,

particularly to its undergraduates, are unique.

Summers leads a Creative Inquiry program of about a

dozen mechanical engineering undergraduates who divide

their time between developing prototypes of new and

improved power tools and presenting their work to industry

officials for consideration.

“I enjoy getting students the training and the

experience of working on real projects,” Summers says.

“They’re working on physical deliverables and making

industry connections.”

Lately that’s meant building and testing power tools —

hand sanders, drills and the like — on behalf of Anderson-

based Techtronic Industries North America (TTi) to make

those tools more portable, more efficient and quieter.

“Hands-on” has meant doing design work for NASA,

studying traction and resistance issues in the wheels of

lunar vehicles. And it’s meant working with Greenville-

based BMW exploring metal foams for use in their cars’

headlights, to improve their efficiency and hold up against

harsh road conditions.

“Industry will always have interesting problems to

consider,” says Melur “Ram” Ramasubramanian, chairman

of the mechanical engineering department and the D.W.

Reynolds Distinguished Professor. “Our students are able

to provide fresh ideas and innovative solutions. And by

partnering with business, they gain real-world experience

before they even graduate. It’s a win-win.”

Marketable productsJustin Moylan, a mechanical engineering graduate student

from Mount Pleasant, works about 20 hours per week

with TTi, but he started with the company last year, while

working on his senior design project at Clemson. His

study? Designing a solution to the noise emissions of

power tools — in other words, to engineer something that

would contain the sound but allow heat generated by the

mechanism to escape.

“The end goal is coming up with something innovative,

something novel,” Moylan says, “and ultimately come up

with a product TTi can get on the market.”

He hopes his product will make its way to the market

sometime in the next year or so.

Adam Bidwell, a native of Orangeburg, is a senior

mechanical engineering student and is a part of Summers’

current Creative Inquiry undergraduate research team.

Summers advises the group, but he says the students are

the ones actually working in the Fluor Daniel building lab,

discussing, designing, writing about and then building

the prototypes that will be presented to TTi managers,

marketers and engineers.

Those exercises and experiences are setting the stage

for a bright future: Adam is already talking to several

companies about potential job opportunities.

“I’ve gotten so much experience. I’ve been able to

take what I’ve learned and actually apply it to industry,”

Adam says. “It allows me to get industry experience

without having to leave campus.” R

CLEMSON EDUCATORS, MANUFACTURING INNOVATORS

Clemson mechanical engineering students benefit from real-world experiences with local industries.

by Heidi Coryell Williams

DESIGN, BUILD, LEARN

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IDEaS Spring 201516 17Clemson University’s College of Engineering, Computing and Applied Sciences

IDEaS magazine is the flagship publication for the College of Engineering, Computing and Applied Sciences, and therefore is of utmost importance for communicating the mission and ideals of the college while also serving as a standard bearer for the new college brand.

IDEaS magazine uses the new icon system in its table of contents and throughout its editorial spreads to represent the various categories of research, work and innovation that take place inside the college and outside its classrooms — both through initiatives and via its pioneering faculty, staff, students and alumni.


SAMPLE BRANDED LAYOUTS

Front of faculty folder

Inside of faculty folder, showing insert in place

Sample insert

MECHANICAL ENGINEERING


FACULTY AND RESEARCH

WANT TO APPLY?Admission to the MS program in mechanical engineering at Clemson University typically

requires applicants to have a minimum B+ average in their last 60 hours of undergraduate coursework, two letters of recommendation, and the average Graduate Record Exam (GRE) scores for the Fall 2015 incoming students where 153 (verbal), 161 (quantitative) and 3.7 (analytical). The requirements for admission to the PHD program are higher than those for a MS degree. International applicants should also submit TOEFL scores. To guarantee review for the upcoming academic year, completed applications must be submitted by December

31. Exceptional applicants may be considered past this deadline.

Please check our Web page at clemson.edu/chemistry/academics/graduate for any changes to application deadlines or admissions requirements.

Here, you will also find contact information for our graduate student coordinator.

Mechanical Engineering is arguably the broadest

engineering degree, one that emphasizes the

fundamental engineering sciences as they apply to

mechanical and thermal systems with applications in

diverse areas including energy, materials,

transportation (automotive, aerospace, marine...),

health, manufacturing, and consumer products. The

Mechanical Engineering BS is often the basis for

advanced degrees in ME or in various engineering

fields (bio-, environmental, industrial, systems,

automotive, aeronautical, nuclear, ...) or also in other

professions (law, medicine) and in business.

The Clemson University ME department has significant

strengths in the theoretical and applied,

computational and experimental areas of mechanical

engineering and in many interdisciplinary areas. Our

faculty is very active and well known for its research

and scholarly contributions in the following areas:

• Bioengineering and Biomaterials

• Design

• Dynamics and Controls

• Fluid Mechanics

• Manufacturing

• Materials and Materials Processing

• Micro and Nanotechnology

• Solid Mechanics

• Thermodynamics, Heat Transfer and Combustion

• Transportation Vehicles and Systems

The Department of Mechanical Engineering (ME) at

Clemson University is one of the largest degree

granting academic programs in the state of South

Carolina with around 800 undergraduates (sophomore

through senior) and around 150 MS and 50 PhD

students (Spring of 2015). The department typically

graduates between 150 and 200 undergraduates, 30-

50 MS and 10-20 Ph.D. per year.

AREAS OF STUDY

Nanomanufacturing

Nano-engineered Materials

Smart Micro/Nanosystems

Laser-based Micro/Nano Materials

HONGSEOK CHOI

AREAS OF STUDY

Nanomanufacturing

Nano-engineered Materials

Smart Micro/Nanosystems

Laser-based Micro/Nano Materials

HONGSEOK CHOI

HONGSEOK CHOIAssistant Professor, Mechanical Engineering205 Fluor Daniel [email protected]

Hongseok Choi joined the Department of Mechanical Engineering as an Assistant Professor in August 2013. He earned his Ph.D. in Mechanical Engineering from the University of Wisconsin-Madison in 2007, and has worked as an Assistant Scientist in Nano-Engineered Materials Processing Center (NEMPC) at the University of Wisconsin-Madison. Dr. Choi’s expertise lies at the solidification nanoprocessing, micro/nano sensors, ultrasonic joining, laser materials processing, and additive manufacturing. He has published 32 referred journal articles, 28 peer-reviewed conference proceedings, and invented 2 patents and had 7 invention disclosures in progress. Dr. Choi currently serves as reviewers in the Journal of Manufacturing Processes, Journal of Materials Engineering and Performance, Metallurgical and Materials Transactions A, Sensors, and IEEE Transactions on Automation Science and Engineering. He is a member of ASME, SME, and TMS.


Here are some examples of ways the new college brand can be incorporated into a variety of layouts and for a variety of purposes. In addition to being representative of the brand, these materials will be designed with economy, relevance and flexibility in mind:

Faculty BrochureThis piece incorporates a square shape and large-format photography, along with graphical elements in a traditional faculty portfolio. Loose-leaf biographies organized and held in a square-shaped folder can be easily updated and changed out when new faculty are added/existing faculty leave, and it can also update with current research, awards, publications, etc., on a case-by-case basis without having to reprint the entire document.



FACULTY AND RESEARCH

WANT TO APPLY?Admission to the MS program in mechanical engineering at Clemson University typically

requires applicants to have a minimum B+ average in their last 60 hours of undergraduate coursework, two letters of recommendation, and the average Graduate Record Exam (GRE) scores for the Fall 2015 incoming students where 153 (verbal), 161 (quantitative) and 3.7 (analytical). The requirements for admission to the PHD program are higher than those for a MS degree. International applicants should also submit TOEFL scores. To guarantee review for the upcoming academic year, completed applications must be submitted by December

31. Exceptional applicants may be considered past this deadline.

Please check our Web page at clemson.edu/chemistry/academics/graduate for any changes to application deadlines or admissions requirements.

Here, you will also find contact information for our graduate student coordinator.



Other CI topics

involving BE

• Creation of value-

added co-products from

biofuel waste products

• Green energy and

biodiesel project

• Projects for sustainable

development

in recovering

and developing

communities

Recent graduates of the program have found fulfilling industry positions in a wide array of fields:• Biofuels production• Nutraceutical/pharmaceutical production• Ecological design services• Environmental protection

Students pursuing advanced degrees have been recruited by graduate programs in biosystems, environmental engineering and biomedical engineering at prestigious universities including UC Berkeley, Vanderbilt, Stanford and Georgia Tech, among others.

Real-world researchAll BE students are encouraged to adopt a Creative Inquiry project, which provides hands-on, real-world research experience working with faculty. Experience in a lab setting and the potential to produce and be a part of peer-reviewed publications are vitally important for those pursuing graduate school and graduates entering the workforce.

One of the most significant BE research projects involves the University’s mobile bio-diesel unit, which collaborates with the school’s facilities department. Students work with faculty and University employees to turn waste cooking oil into biodiesel, which is then used in on-campus vehicles.clemson.edu/ci

Why ClEmsOn?

clemson.edu/majors/biosystems-engineering

ENVIRONMENTAL ENGINEERINGAND EARTH SCIENCES

Biosystems Engineering clemson.edu/majors/biosystems-engineering

Department of Environmental Engineering and Earth Sciences clemson.edu/ces/eees

More information on anything Clemson clemson.edu

On Campus 445 Brackett Hall864-656-0470

Follow us:On Twitter twitter.com/BeAClemsonTigerOn youTube youtube.com/ClemsonUniversity

WhERE TO fInd us: Biosystems engineeringbiosystems engineering

Printed on Arbor Plus, an “Environmentally Superior Paper” with 30 percent post-consumer recycled fiber.

There are many motivations for pursuing biosystems engineering as a field of study:• Concerns about a limited fossil fuel supply (the U.S.

Department of Energy reports 40 years for petroleum; 65 years for natural gas)

• Desire to reduce air pollution caused by burning fossil fuels, including CO2, sulfur and mercury, which cause climate change and negative health effects

• Concerns about traditional manufacturing that cause pollution• Desire to limit water pollution caused by runoff (construction

sites, urban lawns/streets, septic tanks)

What will I do with a BE degree?Biosystems engineering evolved from agricultural engineering and still maintains close ties to sustainable production of food, feed, fiber and fuels. Your career options with a biosystems engineering degree are varied:

• Producing biofuels/renewable energy to avoid using fossil fuels that pollute the environment

• Producing pharmaceuticals and biomaterials without using toxic chemicals in “green” processing

• Designing communities to have less impact on the natural environment and restore damaged ecosystems

• Treating storm water with natural treatment systems• Making the world a more sustainable place

8th in the nation

Clemson is recognized

as one of the top

universities in the nation

for graduating African-

American students with

engineering B.S. degrees.

(Diverse Issues in Higher

Education)

With bright ideas, we can better the Earth. Biosystems engineers help develop forward-thinking

ideas by coming up with new system designs — ones that minimize ecological impacts and maximize sustainability. These scientists apply engineering design and analysis skills to biological systems such as living organisms (microbial cultures, animals, humans), ecosystems (lakes, forests, watersheds) and natural resources (surface water, groundwater, soil, air), and then they incorporate fundamental biological principles to preserve ecological balance.

The field focuses on the sustainable production of biorefinery compounds (biofuels, bioactive molecules, biomaterials) using metabolic pathways found in nature and green processing technologies. further, biosystems engineering encompasses the design of sustainable communities utilizing low-impact development strategies (bioretention basins, rainwater harvesting) for storm water retention and treatment — and ecologically sound food and energy-crop production.

Clemson offers two emphasis areas for its BE degree:• Ecological engineering (focus on nonpoint source

pollution control, storm water retention/treatment, low-impact design)

• Bioprocess engineering (focus on biofuel and biopharmaceutical production, bioreactor design, biological waste treatment)

Clemson offers faculty research and expertise in many fields relating to bioprocessing and ecological engineering:• Sustainable biofuels • Bioproducts formation • Environmental remediation• Microbial kinetics• Bioreactor modeling• Water quality• Irrigation and drainage• Hydrology and water resources engineering • Enzyme and fermentation technologies for biofuels

and bio-products

BE: dEfInEd BE: JOBs mAKE IT COunT: A ClEmsOn dEgREE

Clemson offers a five-year plan

that allows students to earn both

a bachelor’s degree and a master’s

degree.

Exposure to pollutants

including ozone,

particulate matter,

carbon monoxide,

nitrogen oxide, sulfur

dioxide and lead

is associated with

numerous effects

on human health,

including increased

respiratory symptoms,

hospitalization for heart

or lung diseases and

even premature death.

(The U.S. Environmental

Protection Agency)

clemson.edu/ces

Office of Undergraduate Recruitment

clemson.edu/ces/psu

START EXPLORING

20142015»

Scientists and engineers

have big ideas. So do

you. Set those thoughts

in motion. Start at

Clemson University.

MAKE A WORLD DIFFERENCE

2015-2016>>

Other CI topics

involving BE

• Creation of value-

added co-products from

biofuel waste products

• Green energy and

biodiesel project

• Projects for sustainable

development

in recovering

and developing

communities

Recent graduates of the program have found fulfilling industry positions in a wide array of fields:• Biofuels production• Nutraceutical/pharmaceutical production• Ecological design services• Environmental protection

Students pursuing advanced degrees have been recruited by graduate programs in biosystems, environmental engineering and biomedical engineering at prestigious universities including UC Berkeley, Vanderbilt, Stanford and Georgia Tech, among others.

Real-world researchAll BE students are encouraged to adopt a Creative Inquiry project, which provides hands-on, real-world research experience working with faculty. Experience in a lab setting and the potential to produce and be a part of peer-reviewed publications are vitally important for those pursuing graduate school and graduates entering the workforce.

One of the most significant BE research projects involves the University’s mobile bio-diesel unit, which collaborates with the school’s facilities department. Students work with faculty and University employees to turn waste cooking oil into biodiesel, which is then used in on-campus vehicles.clemson.edu/ci

Why ClEmsOn?

clemson.edu/majors/biosystems-engineering


Biosystems Engineering clemson.edu/majors/biosystems-engineering

Department of Environmental Engineering and Earth Sciences clemson.edu/ces/eees

More information on anything Clemson clemson.edu

On Campus 445 Brackett Hall864-656-0470

Follow us:On Twitter twitter.com/BeAClemsonTigerOn youTube youtube.com/ClemsonUniversity

WhERE TO fInd us: Biosystems engineeringbiosystems engineering

Printed on Arbor Plus, an “Environmentally Superior Paper” with 30 percent post-consumer recycled fiber.

Brochure

Pocket folder and undergraduate viewbook

Undergraduate Department BrochuresTraditional tri-fold brochures have been replaced by a tri-fold document that incorporates the square shape and utilizes large-format photography on the cover and the interior pages.

Pocket FolderThe recruitment folder is designed to hold traditional 8.5x11 papers with a pocket that also accommodates new, square-shaped department brochures. The geometric cover illustration is modern and eye-catching.

Undergraduate ViewbookAlthough a traditional 8.5x11 size, this recruitment piece reflects the color palette and general design aesthetic of the college brand, with updated fonts, design elements and photography treatment.



eNewsletter Year in Review print piece

NewslettersAn emphasis on electronic communication is part of the new college brand, and all e-newsletters and formal communications should adhere to updated design standards. When possible, both from a consistency standpoint and a cost-saving one, department, student and alumni communications in a newsletter-type format should use a college-provided template, keeping in mind the quality of any graphical images or photography that are used in these communications.

EnvironmEntal EnginEEring and Earth SciEncES

REviEW

2013

Dear Colleagues and Friends:I am very pleased to present you with a brief summary of the accomplishments and activities of our Department during the past academic year. The Department had again another exceptional year. We currently have 182 undergraduate and 120 graduate students working with 20 tenure track faculty members. New research awards, several of which are from keen national competitions, reached $4.5M in the past year, while the research expenditures totaled $2.7M. This is a testament to the hard work and impressive productivity of our talented faculty, students and staff. Dr. Stephen Moysey received the prestigious NSF CAREER award, increasing the number of CAREER award recipients in the Department to five. Dr. Kevin Finneran was named Kavli Fellow of the National Academy of Sciences, a program that recognizes young scientists who are leaders in their field. Dr. Tim Devol was named as the Toshiba Endowed Professor of Nuclear Engineering, a corner stone position in the Department that is responsible for our nationally recognized and unique nuclear environmental engineering and science program. Dr. Annick Anctil joined the Department as our new Environmental Sustainability faculty. Her major research interest is in sustainable energy; in particular, photovoltaics, where she uses life cycle assessment to identify the main issues of current technologies and propose alternative solutions. We organized another very successful Hydrogeology Symposium (20th!) with over 350 attendees and 30 exhibitors. We are also very proud of the accomplishments of our students; several of them have received impressive national awards (e.g., NSF Graduate Research Fellowship, Fulbright Award) and recognitions, some listed on the next page. There are many more accomplishments that I cannot fit in this limited space. Please visit our web page to learn about them.

Tanju Karanfil Ph.D., P.E., BCEE

Degradation of military high explosives and insensitive munitions by mixed biological-abiotic interactionsDr. Finneran and his students examine the degradation of hexahydro-1,3,5-trinitro-1,3,5-triazine (RDX) and the 2,4-dinitroanisole (DNAN) to determine the mixed biological-chemical reactions with iron and extracellular electron shuttling molecules that degrade them in both defined systems and contaminated environmental media in a DOD funded project. The fastest and most complete RDX degradation pathway is via extracellular reduced intermediates. Formaldehyde is the dominant reaction product, and this pH dependent reaction is very fast – with rates on the order of hours between pH 8 and 9. An emerging contaminant, DNAN, also quickly degrades by hydroquinones and Fe(II) via direct reduction. They have coupled these reactions to a phototroph that generates reduced extracellular metabolites, Rhodobacter sphaeroides, to use sun energy for generating the reducing equivalents needed to drive the reactions.

innovative Well Testing Technique to Make CO2 Storage SaferWells deform when fluid, like CO2, is injected into the subsurface. Drs. Murdoch and Moysey have a project sponsored by the Department of Energy to evaluate the feasibility of measuring and interpreting these small deformations in deep wells in order to reduce costs and risks during CO2 storage. The results of poroelastic modeling indicate that casing deformation should be at least a few microns to several tens of microns during CO2 injection. These are tiny deformations, but they are huge compared to the resolution of downhole

selected research Projects

clemson.edu/ces/eees

College of ENGINEERINGAND SCIENCE

Wall Testing

in thiS iSSuE:Selected Research ProjectsFaculty AwardsStudent AwardsNew FacultyCollaboration

Environmental Engineering and Earth Sciences is a synergistic blend of environmental engineering, biosystems engineering, environmental science, geology and earth sciences, and nuclear environmental engineering and science. Learn more about us at: clemson.edu/ces/eees



LICENSING — PRODUCTION USE Q& A

Why does Clemson University have a collegiate licensing program? The demand for products depicting a Clemson trademark, logo or symbol has reached new heights. Some 550 manufacturers are licensed for commercial use of the marks. The University began a licensing program in 1982 to ensure consistent quality and the resulting consistent support of the integrity of the Clemson name and brand.

This program is also designed to establish a cooperative relationship with licensees to develop marketplace demand for Officially Licensed Clemson Products. Driving consumers to purchase products directly supports the University, and the result is a mutually beneficial partnership.

What qualifies as a trademark, logo or symbol?Clemson University has registered 19 different marks, including the word “Clemson,” with the U.S. Patent and Trademark Office. Any mark that is intended to represent Clemson University is the property of the University.

What are some of the registered marks of Clemson University?A partial list of those marks includes the University wordmark, Clemson wordmark with a Paw replacing the O, University Official Seal, CAA seal, Tiger Rag, tiger symbol, Tiger Paw, Block C with the Paw, Tiger Territory, Solid Orange, Clemson Ring Crest and others. Any mark that is intended to represent Clemson University is the property of the University. clemson.edu/brand/standards

Do other universities have licensing programs?Most universities and colleges have some form of licensing program. The Collegiate Licensing Company (CLC), the nation’s leading collegiate trademark licensing and marketing company, represents nearly 200 colleges, universities, bowl games, athletic conferences, The Heisman Trophy and the NCAA (including the Men’s and

Women’s Final Four, the College World Series and all NCAA Championships). CLC is a full-service licensing and marketing company, with a staff of 80 licensing professionals.

How are production requests submitted?All requests to produce articles that use a Clemson registered mark or that imply endorsement by or association with Clemson in any way must be submitted to Clemson University Trademarks and Licensing or to CLC for approval prior to printing or manufacture. For more information, see clc.com or call 770-956-0520.

Internal requests to Clemson University Trademarks and Licensing must include a letter indicating the intended audience for the specific merchandise, the num-ber of items to be produced, an estimate of how long the inventory will last, the vendor producing the merchandise and the intended use of the profits from the sale of the merchandise. The Clemson University Licensing Department will respond with approval or disapproval and provide detailed instructions for placing an order. For a prompt response, designs and letters may be sent by fax to 864-656-0415 or via email at [email protected]. Please note that a copy of the design will be faxed directly to Collegiate Licensing with our comments. Also, please be aware that Clemson can approve only Clemson’s logos and marks. If your design contains the logos of another school, the design must be sent to CLC for approval.

Are prints of Clemson University buildings licensed?Artists’ prints of well-known University buildings or scenes that are advertised, marketed, packaged or otherwise presented in a manner that implies or suggests endorsement by the University shall become licensed products. Please be sure that any prints that you purchase to resell have been licensed by the CLC. For more information, see clc.com or call 770-956-0520.


LICENSING — PRODUCTION USE Q& A

What products can be licensed?Clemson University does not exclude products as long as the marks are displayed with “good taste.” All products bearing Clemson marks have been approved by the director of Clemson University Trademarks and Licensing.

How does Clemson University respond to trademark infringement?Clemson University aggressively pursues infringers through legal channels, including but not restricted to, letters of Cease and Desist, and lawsuits.

How does a customer tell if merchandise is licensed?“Officially Licensed Collegiate Products” label holograms appear on all approved and licensed merchandise. These label holograms ensure that consumers are buying products of quality and authenticity that represent the goodwill of Clemson University, and that the merchandise has been approved for sale by the CLC and by Clemson. The unauthorized reproduction, distribution or use of label holograms is prohibited and may represent an infringement of trademark laws, punishable by law.

Who coordinates the Clemson University licensing program?Director of Trademarks and LicensingClemson UniversityPO Box 31Clemson, SC 29633Telephone: 864-656-2115Fax: [email protected]

Where does a vendor inquire about obtaining a license?Licensing DirectorThe Collegiate Licensing Company320 Interstate North, Suite 102Atlanta, GA 30339Telephone: 770-956-0520Fax: 770-955-4491

BRAND - Clemson University€¦ · email and PowerPoint communications should reflect the new brand...

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