Gustavus Adolphus College

The unit wordmark is the official identifier of Gustavus Adolphus College. It consists of the “Gustavus” wordmark (below, rendered in the Trajan font) and the three-crowns logo to its right (the logo height equal to the letter height of the adjacent “S”), with a rule (line) underneath and the namebar “Gustavus Adolphus College” (below) in smaller-point Trajan (uniform caps) below the rule, tracked to the same width as the wordmark and logo.

The Wordmark

The College’s wordmark is the signature name “Gustavus,” rendered in Trajan type, small caps, with remaining letters approximately 77 percent of the size of the “G.”

The wordmark is to be reproduced from an authorized, original camera-ready copy, an electronic file developed by Printing Services, or a downloadable file (available below). Do not distort or otherwise change horizontal or vertical proportions or letter spacing. As with the logo, the wordmark may be used separately as a design element, but not bled off the page. Do not use the wordmark in running text or reproduce it smaller than 1-3/8 inches wide (100 pixels in Web publications).

Use of the wordmark is recommended in those subordinate logos of official College programs that include the name “Gustavus” (e.g., the Gustavus Fund logo).

The Namebar

The namebar consists of the words “Gustavus Adolphus College” set in Trajan. It may be used where space limitations preclude use of the unit wordmark. Do not break up the three words, reproduce smaller than 2 inches wide (144 pixels), or use in running text.

Trademark Restrictions

The unit wordmark—and in fact any mark, logo, symbol, nickname, letters, word, or derivative that can be associated with Gustavus Adolphus College and can be distinguished from those of other institutions or entities—qualifies as a trademark. The College has registered the unit wordmark as a trademark of the institution. Therefore, the ® symbol (or ™ ) should appear with the College’s unit wordmark on any wearables, novelty items, or other products that are for sale or are created for promotional purposes. All other collateral material does not require a ® or ™ symbol, although it certainly may be included.

Any official office, department, or branch of the College may use the trademark to identify and promote Gustavus. However, the College retains the absolute right to deny use of its trademark in connection with any merchandise or activity it deems unsuitable.

Reproduction

The unit wordmark should be reproduced in its entirety from authorized original illustrations (i.e., camera-ready slicks, or photostats) or a computer file. It should not be redrawn, reproportioned, or otherwise manipulated or altered; computer output to a laser printer must be proportionally correct and printed with high resolution (with no unclean edges). As with the wordmark, do not manipulate height, width, or letter spacing.

The unit wordmark should not be screened, bled off the page, or otherwise manipulated or used as a design element. It may be reversed but should not be framed or boxed in any way. Reasonable enlargement is not a problem, but reduction is limited by readability of the bottom line, clarity of the crowns, and screen resolution—generally, it should be reproduced no smaller than 1-3/4 inches wide (126 pixels on the Web). Do not use the unit wordmark in running text. The unit wordmark should be more prominent visually than any other subordinate or associated logos on the page.

The Office of College Relations can provide photostats of the unit wordmark and answer further questions regarding its use. Printing Services can provide electronic files or photostats. Downloadable files (in gif and tif formats) are available below. Gustavus Technology Services can provide department letterhead templates for word processing programs that comply with established graphic standards.

Download Unit Wordmark:

Placement

As the official identifier, the unit wordmark should be prominently displayed on every official communication of the College. It should appear in a horizontal position, never vertically or diagonally. An “invisible buffer” should be maintained on all sides of the identifier, so nothing competes with it for the viewer’s attention. To ensure this, it should not appear closer than the height and width of one crown to the edge of the paper or to any other typography or artwork. (An exception is return address information appearing underneath it on College envelopes.)

Typography

The College names in the unit wordmark are set in a font known as Trajan, a titling font with no lower case. Use the sans serif font Univers, which is or can be installed on all campus computers (it’s available from the Department of Information Technology), for listing the College address under the unit wordmark (e.g., on envelopes) or when developing personal information for departmental or personalized letterhead.

Color

The unit wordmark may appear in one or two colors: In typical single-color usages, the identifier must appear in all black (as shown above). If two colors or a four-color process are used, the crowns and rule may be gold (as shown below). Gold colors to be used are specified below.

The identifier may be reversed. If used in this way, it should be all white (or the paper color) on a dark background. Gold on black is also authorized for Web use (see below), or if using a gold or goldenrod paper—e.g., 20# Exact gold—with black ink. Exceptions should be submitted to the associate vice president for marketing and public relations for review.

For printing purposes, non-metallic colors are generally indicated, using spot colors in the Pantone Matching System (PMS): On coated or matte stock, use process black and PMS #129 gold; on uncoated stock, process black and PMS #128 gold. When using a four-color process (CMYK), values that simulate the PMS colors are 0, 0, 0, 100 for black and 0, 16, 77, 0 for gold.

Metallic gold foils or inks may be specified for formal usages, with prior approval from the Office of College Relations or at the president's discretion. For projects involving foil-stamping, specify foil #318 matte (alternate #569). If using metallic ink (on coated stock only), specify PMS #872 gold.

For Web use, browser-safe colors with the following hexadecimal numbers are specified for the identifier: #000000 black and #CC9900 gold (R=204, G=153, B=0).

Printing the unit wordmark in colors other than all black or black and gold is generally discouraged and should be authorized in advance by the Office of College Relations. If a printed piece is done in a color other than black, the unit wordmark must appear in one color—printed in the darkest color being used or reversed in white on a solid background. For example, Gustavus Library Associates' newsletter, Ex Libris, is a one-color, “self-mailer” publication printed in navy ink; the Gustavus unit wordmark appearing on the mailing side is printed in navy.