USM Athletics Visual Identity Standards

USM Athletics Visual Identity Standards

ContentsThe New Face of USM Athletics.............................2The Athletics Logo ................................................3Athletic Logo Usage Chart.....................................5Color Reproduction ..............................................6Usage Guidelines.................................................7Incorrect Usage....................................................8The Old Husky and Other University Identities .......10Stationery..........................................................11Marketing Collateral...........................................14Typography .......................................................15Athletic Uniforms ................................................16Merchandise......................................................17

USM Athletics Visual Identity Standards The New Face of USM Athletics

2

The New Face of USM Athletics As a part of the University of Southern Maine identity sys-tem, the USM Athletics and Recreation logo plays a specialrole in identifying Athletics programs, events, and depart-ments. As is true at other Universities, USM Athletics is theonly USM unit that has a separate logo.

The new Athletics logo is part of the University’s identity andis to be used only in association with Athletics. Universitycommunications and marketing collateral should always bearthe official USM logo and with materials that are primarilyabout Athletics, the materials should be co-branded with theUSM Athletics logo. It is important to follow both theUniversity of Southern Maine Identity Guide and Style Manual,and this manual when using and placing these logos.

This manual gives guidelines for the use and reproduction ofthe USM Athletics logo. It also covers other University identi-ties, stationery, marketing collateral, typography, uniforms, andmerchandise, or products, wares, and goods offered for sale.

A strong visual identity is based on the correct usage of thelogo and other parts of the identity. Consistent use implies aprofessional image that will increase memorability over time.

Online style manualThis style manual is available online atwww.usm.maine.edu/image or from the Athletics Web site atwww.usm.maine.edu/athletics. A PDF version for printingand easy reference is also available at the site. To obtain electronic versions of the athletics logo, contact the Office ofMarketing and Brand Management at (207) 780-4094 ore-mail: [email protected].

For the official USM logo visit www.usm.maine.edu/image.

For more information and assistancePlease contact the Office of Marketing and BrandManagement at (207) 780-4094, or the director of Athleticsand Recreation at (207) 780-5588 for more information andpermissions.

Official USM Athletics Logo

Official USM Logo

USM Athletics Visual Identity Standards The Athletics Logo

3

Primary logoThe primary “Southern Maine Huskies” logo is the officialUSM Athletics logo and should be used in the majority ofcases because it identifies both “Southern Maine” and“Huskies.” This logo should always be used in official situa-tions, such as business communications and marketing collat-eral. See the usage chart on page 5 for a detailed listing of sit-uations in which this logo is used.

The Athletics Logo

Secondary logosThe secondary logos can be used in most occasions in placeof the primary “Southern Maine Huskies” logo. These logos,pictured to the right include: the “Southern Maine” logo,the “USM Huskies” logo, and the interlocking “USM”logo. When choosing a secondary logo to use, consider if theaudience is familiar with the University of Southern Maineand USM Athletics. Suggestions are provided below.

All secondary logos are subject to the same color reproduc-tion and usage guidelines as the primary logo. Color repro-duction and usage guidelines can be found on pages 6-9 ofthis manual.

The “USM Huskies” and “Southern Maine” logos are high-ly appropriate for merchandise, such as shirts, caps, andmugs, but should never be used in situations that would beconsidered official, such as on business communications andmarketing collateral.

The interlocking “USM” logo pictured on this page replaces all previous versions of this kind of logo. It has beenre-stylized to the new visual identity standards and will pro-vide for consistency with the new look. This logo may appearon athletic uniforms. Merchandise is another appropriate use.This logo should never be used in situations that would beconsidered official.

Southern Maine Huskies logo

Southern Maine logoUSM Huskies logo

Interlocking USM logo

USM Athletics Visual Identity Standards The Athletics Logo

4

Word marks (uniforms only)The “Southern Maine” and “Huskies” word marks are foruse on uniforms only.

• Word marks are used when the name of a team mustappear above a team member’s number.

• They are subject to the same color reproduction and usage guidelines as the primary logo. Color reproductionand usage guidelines can be found on pages 6-9 of thismanual.

Southern Maine word mark Huskies word mark

Team, club, and eventsThree marks are available for teams, clubs, and events. Theywill be created and provided by the Office of Marketing andBrand Management with the permission of the Athleticsdirector.

• Athletic sub-brands are not available to USM departmentsand offices that are not within USM Athletics.

• The creation of logos for individual teams, apart from thesub-branded examples to the right, are not permitted atany time.

• They are subject to the same color reproduction and usageguidelines as the primary logo. Color reproduction andusage guidelines can be found on pages 6-9 of this manual.

WOMEN’S BASKETBALL Team, club, and event mark

WOMEN’SBASKETBALL

Team, club, and event mark

Team, club, and event mark

Husky image

Husky imageUse of the “Husky” image is allowed only at the discretionof the Athletics director.

• The husky image is subject to the same color reproductionand usage guidelines as the primary logo. Color reproduc-tion and usage guidelines can be found on pages 6-9 ofthis manual.

USM Athletics Visual Identity Standards Athletics Logo Usage Chart

5

Athletics Logo Usage ChartSo. Maine So. Maine USM Huskies Interlocking Word So. Maine

Huskies Logo Logo Logo USM Logo Marks Sub-brand

Advertisements 4

Apparel 4 4 4 4 4

Awards 4

Back Drops and Banners 4 4 4 4 4

Bleacher Curtains 4

Brochure (Department Specific) 4

Brochure (Sport Specific) 4 4

Business Communications 4

Dasher Boards 4

Equipment 4 4 4 4

Event Invitations 4

Fields 4 4 4

Ice Resurfacer 4 4 4 4

Ice Surface 4 4 4

Merchandise 4 4 4 4 4

Marquis 4

Membership Cards 4 4

Murals 4

Pins 4 4 4

Plaques and Trophies 4

Podiums 4

Publications 4 4 4 4 4

Scoreboards 4 4 4

Scoring Tables 4

Signage 4

Stationery 4

Tickets 4

Uniforms 4 4 4 4 4

Vehicles 4

Wrestling Mat 4

USM Athletics Visual Identity Standards Color Reproduction

6

The official colors of the Athletics logo and the University areUSM blue, USM gold, and white.

4-color process printingIn a 4-color process layout, the logo must always appear inUSM blue and USM gold.

2-color spot printingIn a 2-color spot layout, the logo, whenever possible, shouldappear in USM blue and USM gold. If a second color is usedin the place of USM gold the logo must always appear inUSM blue. A 2-color solid version can be used when high-light detail in lettering cannot be achieved.

1-color printing1-color layouts must always be in USM blue or black.

• 1-color USM blue layouts that will not be photocopiedoften should use logos with 40% USM blue shadow valuesin them.

• 1-color USM blue layouts that will be frequently photo-copied should use solid logos without 40% USM blueshadow values in them.

• 1-color black layouts should always use 100% black lineart logos without shadow values in them.

Color Reproduction

USM BlueSpot (PMS)Coated paper stock: PMS 287Uncoated paper stock:Reflex Blue

CMYK (4-color process)Cyan (C): 100Magenta (M): 68Yellow (Y): 0Black (K): 12

RGB (Monitor)Red (R): 30Green (G): 59Blue (B): 120

Web hexadecimal (HTML)#1E3B78

USM GoldSpot (PMS)Coated paper stock: PMS 130Uncoated paper stock:PMS 129

CMYK (4-color process)Cyan (C): 0Magenta (M): 30Yellow (Y): 100Black (K): 0


Web hexadecimal (HTML)#FFCC00

Official USM colors

40% USM BlueUsed for logo shadows andreverse logo keyline

Spot (PMS)Coated: 40% PMS 287Uncoated: 40% Reflex Blue

CMYK (4-color process)Cyan (C): 40Magenta (M): 27.6Yellow (Y): 0Black (K): 4.4


Web hexadecimal (HTML)#A5B1C9

WhiteCMYK (4-color process)Cyan (C): 0Magenta (M): 0Yellow (Y): 0Black (K): 0


Web hexadecimal (HTML)#FFFFFF

Secondary color information

Athletics logo colors

2-color logo 1-color logow/screen

line art logo

2-color solid logo

USM Athletics Visual Identity Standards Usage Guidelines

7

Usage guidelines have been established to assure that logos areused correctly and that the USM Athletics visual identity suc-ceeds. Following these guidelines builds brand equity andestablishes a recognizable image for USM Athletics.

• Stage the logo at least a distance of the CAP height of theletter “E” in the words “Southern Maine” all the wayaround, away from any other active elements in the layout,and at least 3/8” from the page edges.

• The minimum size of proportionate reproduction of thelogo is 1” high.

• Reverse usage of logos requires an additional 40% USMblue keyline around the logo. USM blue is the only colorthat can be placed behind the logo. Athletics logos withkeylines have been produced for this purpose.

Usage Guidelines

StagingSpace the size of the letter "E" (shown above) must beobserved all the way around the logo.

Minimum size of proportionate reproductionThe logo should never be smaller than 1” in height.

Reverse logoThe reverse logo requires a 40% USM blue key-line when printed on blue. The words “SouthernMaine” do not use a keyline.

USM Athletics Visual Identity Standards Incorrect Usage

8

To better facilitate correct logo usage, the following illustra-tions provide examples of incorrect usage. These or any otheradaptations of incorrect usage not found in this section, andthat fall outside of the defined Usage Guidelines are strictlyforbidden.

• Do not re-create or alter the logo in any manner.Examples of a change in condition include, but are notlimited to: separation of elements, using the logo as a partof copy, color substitution, information/elements added,and font substitution.

• Do not stretch the logo. When re-sizing the logo makesure that the width to height aspect ratio is the same.

continued on page 9

Incorrect Usage

Separation of elements

Color substitution Information/elementsadded

Font substitution

Logo as a part of copy

Stretched logo

USM Athletics Visual Identity Standards Incorrect Usage

9

Screening or watermark Logo from the Web

As part of a pattern Over a photograph

continued from page 8

• Do not use the logo or any element of the logo to create apattern.

• Avoid use of the logo on top of photos, textured, or busybackgrounds.

• Do not screen or watermark the logo. Maintain the samecolor values prescribed in the color reproduction section ofthis manual.

• Do not use versions of the logo obtained from the Web, orfrom scanning previously printed materials. Call USMMarketing and Brand Management or USM Athletics foran electronic version of the logo.

• Maintain a 0° angle or reproduction. Under no circum-stance should the logo be rotated.

Rotated logo

USM Athletics Visual Identity Standards The Old Husky and Other University Identities

10

In order to present a clear and consistent new identity the oldHusky logo and all iterations of it are no longer in use. Allnew materials must carry the new identity outlined in thismanual.

Grandfather policyThe University does not encourage the waste of materials andhas provided a grandfather policy that allows for old materialsto be used before adopting this new identity system.However, as of September 18, 2004 all new materials were tohave been produced using the new identity system. All materials were to conform to the USM identity system anduse of the old logo was to cease as of July 1, 2005.

The Old Husky and Other University Identities

The Old Husky Logo

USM logoIn September 2003, the University of Southern Maine insti-tuted a new visual identity. This identity, established stan-dards for visual, as well as written communications, andaddressed logo usage, signage, typography, the Web, market-ing collateral, advertising, and stationery. Style guides andelectronic copies of the official logo can be downloaded atwww.usm.maine.edu/image.

The new Athletics identity is part of the University’s identityand is to only be used in association with Athletics.University communications and marketing collateral shouldalways bear the official USM logo and with materials that areprimarily about Athletics, the materials should be co-brandedwith the USM Athletics logo. It is important to follow boththe University of Southern Maine Identity Guide and StyleManual, and this manual when using and placing the logos.

University sealThe seal of the University will remain unchanged and will beused to authenticate the highest official University docu-ments. It may be used on other formal documents. The sealindicates official sanction, while the logo represents theUniversity's image and visual identity.

Other University Identities

Old Husky Logo

USM Logo

University Seal

USM Athletics Visual Identity Standards Stationery

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LetterheadUSM Athletics official letterhead may be ordered throughUSM Printing Services, and is available only to offices andprograms associated with Athletics. To maintain consistencyand professionalism in all University correspondence, individ-ual campus entities, events, or persons may not design theirown letterhead. Offices and teams may have an identifier inthe upper right corner as shown below. All letterhead is print-ed on USM white paper.

Contact USM Printing Services at 780-4065 to orderenvelopes.

Stationery

USM Athletics and Recreation37 College Avenue, Gorham, Maine 04038Tel: (207) 780-5430, TTY: (207) 780-5646, Fax: (207) 780-5994www.usm.maine.edu/athleticsA member of the University of Maine System

USM Athletics official letterhead


12

Business cardsTo maintain a consistent and professional image, thebusiness card format illustrated on this page will be usedfor Athletics personnel only. The cards are printed onUSM white paper. Individual campus units or personsmay not design their own USM business cards.

Contact USM Printing Services at 780-4065 to orderbusiness cards.

EnvelopesThe standard address block used for all University ofSouthern Maine envelopes and labels is listed below. All#10 envelopes are printed on USM white paper.

University of Southern MaineAthletics and Recreation37 College AvenueGorham, Maine 04038

Contact USM Printing Services at 780-4065 to orderenvelopes.

Business card, front

Business card, back

Envelope


13

To provide a standardized, professional look for USMAthletics correspondence, the University suggests that the let-ter begin 2 3/8 inches from the top of the page with a 1 1/4inch margin at the left and 1 inch margin at the right.

The preferred type size and font for letters is 11-point TimesRoman and should follow the format below.

Correspondence guidelines

May 13, 2004

Recipients NameStreet AddressCity, State Zip

Salutation,

Donec convallis. Integer malesuada. Aenean tellus nunc, ornare nec, tristique pretium, eleifend vel, magna. Praesent turpis urna, eleifend nec, tempor id, malesuada sed, mauris. Suspendisse potenti. Fusce ipsum. Fusce ultricies, enim et egestas convallis, pede diam tincidunt dolor, ac mollis sem neque tincidunt enim. Cras justo ipsum, malesuada non, vestibulum ac, auctor sit amet, erat. Mauris commodo varius felis. Donec quis elit. Quisque euismod. Phasellus consectetuer venenatis turpis. Curabitur suscipit.

In eu pede. Nullam libero libero, vestibulum et, placerat sed, laoreet interdum, ligula. Curabitur ac lacus in arcu aliquam facilisis. Praesent et ante. Praesent tempus neque et mauris. Nullam mattis dictum arcu. Aenean tristique. Nulla varius, erat nec blandit tempor, lorem quam molestie massa, vitae euismod urna nulla vel metus. Mauris sodales, mauris a tincidunt convallis, neque risus aliquet magna, sit amet sodales augue eros eu quam. Vivamus lectus. Donec mi. Vivamus ullamcorper, velit sit amet luctus molestie, ante sapien dapibus purus, eu malesuada wisi erat in velit. Duis vel ligula. Praesent commodo, dui at dapibus sagittis, massa nisl luctus erat, egestas aliquam tortor wisi vel nulla.

Sed luctus. Sed turpis dolor, blandit eu, feugiat at, posuere sed, eros. Duis congue porta libero. Sed posuere, eros non blandit molestie, mauris leo faucibus ante, a placerat wisi odio eget ipsum. In augue dolor, volutpat et, dapibus in, mollis vel, ante. Vestibulum vulputate wisi. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. In dictum pulvinar enim. Suspendisse nulla orci, bibendum quis, imperdiet nec, elementum nec, quam.

Nullam mattis dictum arcu. Aenean tristique. Nulla varius, erat nec blandit tempor, lorem quam molestie massa, vitae euismod urna nulla vel metus.

Sincerely,

Your Name Here

23/8"

11/2"

11/4" 1"

USM Athletics official letterhead

USM Athletics Visual Identity Standards Marketing Collateral

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Marketing collateral can be defined as any materials that areused for marketing. Examples of these types of materialsinclude: brochures, catalogs, posters, sell sheets, displays,direct mail, electronic media, Web pages, and more. All mar-keting collateral must carry both the USM Athletics logo andthe USM logo. Materials must always follow usage guidelinesand color reproduction rules defined in this manual. Pleasesee the Athletics Logo Usage Chart in this manual to see whattypes of collateral carry either primary or secondary logos.

Marketing Collateral

All paid advertising (exclusive of employment advertising) forUSM must go through the USM Office of Marketing andBrand Management. Their staff maintains contacts with allmedia, so they are aware of special advertising opportunitiesand restrictions. They work with clients to design, create, andsubmit payment for ads.

For information or to place an advertisement, contact USMOffice of Marketing and Brand Management at 780-4094.

For employment advertising contact USM Human Resourcesat 780-5385.

Advertising

The Department of Athletics and Recreation, in coordinationwith the Office of Marketing and Brand Management, hasdeveloped a new look for the Athletics Web site atwww.usm.maine.edu/athletics. For information about thislook and for details on Web headers and other graphicsdesigned to tie into this look, contact Al Bean at 780-5588or Amy Barnes at 780-4770.

Web sites

USM Athletics promotional brochure

USM Athletics Web site

USM Athletics Visual Identity Standards Typography

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The recommended type styles for USM Athletics marketingpieces are listed below. These type styles possess a dignified,easy-to-read quality and their use is encouraged for body copyfor brochures, newsletters, and other communications.

The font in the Athletic logo is hand-lettered. Its use is onlyfor the logo.

TypographySerif Fonts

Berkeley Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

abcdefghijklmnopqrstuvwxyz

Berkeley Italic



Berkeley Bold



Berkeley Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Times RomanABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Times ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Times BoldABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Times Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Times New RomanABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

GaramondABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Garamond ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Garamond Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Sans Serif Fonts

Futura BookABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Futura ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Futura BoldABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Futura Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Futura Condensed BoldABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

HelveticaABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Helvetica ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Helvetica BoldABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Helvetica Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

Helvetica BlackABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789abcdefghijklmnopqrstuvwxyz

USM Athletics Visual Identity Standards Athletic Uniforms

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Understanding that change in style is a constant with athleticuniforms, and depending upon vendor availability, below areguidelines for the design and ordering of athletic uniforms.

ColorsAll* athletic uniforms will be in USM blue or white withUSM gold used as an accent color if available. See colorreproduction section in this manual for detailed information.Exact Pantone Matching System (PMS) color matches are notnecessary if unavailable. Request that uniform vendorsachieve the closest possible match.

Logos and word marksThe primary “Southern Maine Huskies” logo must appearon all athletic uniforms. For some sports it may appear as afull chest image. For sports such as baseball, basketball, ortennis it will appear on the sleeve, short, or left chest.

Two additional word marks are available for sports thatrequire the name of the team to appear above a team mem-ber’s number. The “Huskies” and “Southern Maine” wordmarks are the only options for this purpose. See the sectionbelow on typography for numbers and names for detailed infor-mation.

The interlocking “USM” logo may also appear on uniformsor hats if space permits, but ideally should not be the mostdominant logo on a uniform. Examples of appropriate usageinclude baseball and softball hats, field hockey skirts, or bas-ketball collars.

See the usage guidelines in this manual for correct usage ofthese logos and word marks.

Typography for numbers and namesAll numbers, names, and any other required language thatappears on athletic uniforms must be set in Futura Bold orFutura Condensed Bold.

ApprovalAll athletic uniforms must be approved by the director ofAthletics and Recreation. Obtain a uniform proof and pro-posed fabric color swatches from the selected vendor forapproval before production. After approval, a confirmationwill be given and uniforms may then be ordered.

Athletic Uniforms

Uniform logo andword mark1. baseball home jersey“Huskies” word mark on chest,“Southern Maine Huskies” logoon sleeve, and interlocking“USM” logo on hat2. basketball away uniform“Southern Maine” word mark onchest, “Southern Maine Huskies”logo on shorts, and interlocking“USM” logo in collar

3. hockey“Southern Maine Huskies” logoon chest and interlocking “USM”logo on shorts

4. soccer away uniform“Huskies” word mark on chestand “Southern Maine Huskies”logo on shorts

5. women’s track“Southern Maine” word mark onchest and “Southern MaineHuskies” logo on shorts

1 2

3 4

5

* Baseball and softball mayhave gray uniforms.

USM Athletics Visual Identity Standards Merchandise

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Merchandise can be defined as products, wares, and goodsoffered for sale. Merchandise creates the greatest challengesfor a standardized identity because of the variety of surfaces,shapes, processes, and materials. In consideration of this,there is a primary logo as well as a set of secondary logos thatcan be used for merchandise. Below are a set of topics thatcover the use of the USM Athletics identity for merchandise.

Adherence to visual identity standardsStrict adherence to the color reproduction and usage guide-lines in this manual must be observed when designing andproducing merchandise. Logos are available, and can be usedfor a number of processes, including: offset printing, screenprinting, decals, vinyl, dye-sublimation printing, color copy-ing, embroidery, and engraving. These logos cannot be alteredin any way. Single color logos for printing on dark surfacesare available. Whenever possible these surfaces should be blueor black.

PoliciesThe Athletics logo cannot be used or reproduced without thewritten consent of the director of Athletics and Recreation.To obtain one-time consent please send the director ofAthletics and Recreation details about the piece of merchan-dise being created. Obtain consent for each new piece of mer-chandise.

Once consent has been granted and a vendor has been cho-sen, submit a paper proof of the proposed piece of merchan-dise from the vendor. This proof will be reviewed andapproved by the director of Athletics and Recreation and theOffice of Marketing and Brand Management. Only afterapproval has been granted, may the vendor produce the mer-chandise.

Merchandise

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