UMDNJ Visual Identity Guidelines

 Summary
 One University
 Visual Identity Program
 Implementation of the Visual Identity Program
 Vendors/Printers
 Use of the University Name
 The Logo as the Main Element of UMDNJ’s Visual Identity
 Use of Color and Fonts in Printed Material

Web Guidelines

 Web Style Requirements
 Designing New Web Sites
 Use of Templates for New or Redesigned Sites
 Use of Color and Fonts for Web Sites
 Visual Identity and Existing Web Sites
 Managing Content
 Hosting UMDNJ Web Sites

Summary

One University

The University of Medicine and Dentistry of New Jersey is a diverse academic community, and this diversity adds value and strength to the institution. UMDNJ is comprised of eight schools, a behavioral health unit, a major teaching hospital, institutes and centers of excellence -- all span the State in their impact and importance. However, the University is committed to its image as one university and believes that all the schools and units will benefit from a clear association with a strong central brand.

Visual Identity Program

A strong visual identity program helps reinforce the central brand through consistent use of graphics, typefaces and messages. This identification is a significant force in improving recognition and in advancing the capabilities of the University and its many components. Adherence to such a program conveys a visual impression of cohesiveness and coherence, helps eliminate visual confusion and unifies and strengthens the visual recognition and understanding of UMDNJ.

Every school, unit, program, center or any entity associated with UMDNJ should adhere to the visual identity program. Not only will this strengthen recognition of the central brand, it will also associate individual entities with an established academic health sciences center recognized for excellence.

Implementation of the Visual Identity Program

UMDNJ encourages standardized visual elements and formats to present a unified visual image of the University. The Department of University Affairs is the University’s resource for implementing the various elements into communications, approving visual identity formats and assisting with the establishment of style guidelines. These guidelines apply to:

• Printed communications such as brochures, newsletters, magazines, flyers.
• The UMDNJ Web Site and all web pages linked to the umbrella site.
• Advertising and public service announcements
• Stationery, business cards, invitations and the like.
• Any other materials that project a visual image of UMDNJ.

There are guidelines specific to printed material and others specific to web sites, but the two have many common features. Questions about the appropriate application of the visual identity program should be directed to the Department of University Affairs. These questions must be resolved before production on a particular project begins.

Vendors/Printers

Stationery, business cards and other related materials have been redesigned for the new logo. The University print shops have specifications.

The UMDNJ logo is to be used on all stationery, business cards and other items for the departments, offices and other functions of Central Administration or the University-wide enterprise.

The school-specific logo is to be used on all stationery, business cards and other items relating to that school.

Use of the University Name

Consistent use of the full name of the University of Medicine and Dentistry of New Jersey is key to successful institutional branding. This name should appear prominently on the cover of material printed by schools and units, and by their departments, divisions and various programs.

In addition, to help clarify the relationship between the schools and units and the University and to reinforce a consistent institutional message, a letter from the University president will be an integral part of annual reports published by the schools and units.

The Logo as the Main Element of UMDNJ’s Visual Identity

The University’s logo is a registered trademark and may not be altered in any way.

The official logo consists of the shield, the UMDNJ acronym, and the full name of the University spelled out. Within the logo system, each school has a variation that includes the full name of the school spelled out. One or the other must appear prominently on all printed material. Guidelines appear below for web communications.

official logo

In addition to the official logo, a circle brandmark has been created and includes both the shield and the full name of the University in a more compact format. This was designed as an identifier and unifier to be used with the names of individual units.

circle brandmark

The circle brandmark was also designed to eliminate the proliferation of individual logos that undermine the purpose of a unified visual identity. As members of the UMDNJ family, individual centers, institutes, department and divisions may not have their own logo outside the parameters that the visual identity program allows. Logos existing prior to February 1, 2005 are grandfathered but must be used in tandem with the UMDNJ brand.

Use of Color and Fonts in Printed Material

Red (PMS 200) is the official color of the UMDNJ logo along with black. In printed materials, the use of red as an "identifier" is strongly urged. The logo must appear either in red/black, in all black, or reversed against a dark background. It is permissible to render the UMDNJ logo in metallic gold, silver or bronze.

The font used for the logo is trajan. Fonts chosen should compliment trajan, and script fonts should not be used at all for the "UMDNJ" initials.

Web Style Requirements

In order to advance the concept of one university, UMDNJ web pages, despite their
diverse origins, must clearly convey a relationship to the whole University. These pages
must also adhere to standards of quality and professionalism appropriate for an institution of higher education. In addition, attention to accessibility and user-friendliness are critical to carrying out UMDNJ’s mission effectively.

Each page of all school or unit web sites must include a link back to the UMDNJ home
page.

Designing New Web Sites

University templates have been developed by the Department of University Affairs for
use by entities within the University to ensure that their web pages have a unified
institutional identity and comply with the visual identity standards. These templates are
available through Academic Systems and Technologies (AST), a unit of IST, and all should consult with AST before embarking on web design or redesign.

Use of Templates for New or Redesigned Sites

While the template advances the image of one university, the layout includes three
editable areas. The entity may use these areas to establish its own identity and include its own information. These editable areas include:

• The left navigation, the entity’s primary navigation. It may be static or may use the JavaScript tree form used by the University’s central site.
• The central area of the page. This holds the bulk of customized content, including photos and text.
• The right column. This area can be used for special news items, events or
  announcements.

Use of Color and Fonts for Web Sites

The color palette for the template is red (#CC0033), dark blue ( #00529F), light blue
( #3366CC) and black (#000000). These colors should be used in the editable areas of the web pages. For new and redesigned web site, the template includes a style sheet listing fonts available for the editable areas. Existing web sites must be sure that the HTML typefaces used are widely available.

Visual Identity and Existing Web Sites

As part of the effort to create the look of a single and unified organization, all preexisting UMDNJ web sites should include a branding bar at the top of their home pages.

branding bar

The branding bar includes the UMDNJ logo and navigation tools for the UMDNJ site. It reflects the red/white/blue color palette of the UMDNJ home page. The branding bar is available through Academic Systems and Technologies (AST), who will assist with incorporating the branding bar into the existing site.

Managing Content

A Web Communications Manager is part of the University Affairs staff. The WCM with staff at IST will be responsible for training web content coordinators for existing and developing web sites in the use of approved content management tools.

Each web site must name a web content coordinator who is responsible for the creating, maintaining and updating of content and for adherence to UMDNJ web policies, the visual identity program, and technical requirements.

Hosting UMDNJ Web Sites

The University’s web policy requires that official UMDNJ web pages, that is, pages
linked to the UMDNJ web site, must be hosted on University servers maintained by the University’s IST department. Sites must be addressed within the umdnj.edu domain; any exception must be approved by the Department of University Affairs.