University graphic standards
Graphic Identity
In the past, Appalachian State University has presented a somewhat fragmented image to its various constituencies. The quality of publication design has been uneven. The University’s graphic identity program as embodied in these standards provides the focus for producing publications of consistently high quality.
The University’s Office of Public Affairs is responsible for maintaining graphic identity and technical standards consistent with institutional goals. This office may be consulted during the planning and production of any publication directed to external audiences.
Printing and Publications is responsible for interpreting and applying graphic identity and technical standards to publications directed to external audiences and should be consulted. We check publications for consistency with University objectives and compliance with state and federal legal requirements as well as with postal regulations.
Materials such as bulletins and newsletters intended for internal audiences may be produced by Printing and Publications and should follow these guidelines as closely as possible. Publications produced by students and materials designed for special events are exempt from the graphic standards except in their use of the University logo.
The Appalachian State University Logo
The Appalachian State University logotype consists of a name mark emphasizing the word “Appalachian” in the classic ITC New Baskerville typeface accented by the silhouette of a mountain songbird which symbolize both the place and the liberation of mind and spirit, the central goal of the University’s academic enterprise.
The logotype was designed to provide the following:
- A sophisticated, professionally designed appearance
This issue is important to Appalachian’s image, especially in its communications with audiences outside the region. - Emphasis on the word “Appalachian”
Research has shown that “ASU” is both impersonal and confusing to some audiences, that “Appalachian State” tends to forfeit psychologically some of the small scale and intimacy of the community which has been important to the marketing of the University, and that “Appalachian State University” is too unwieldy for logotype applications. - Distinctiveness
The logotype is appropriate to an academic institution, but does not look like the logotype of other schools, particularly Appalachian’s peers. - Reference to the University’s location
The highlighted word “Appalachian” connotes mountains, and the songbird silhouette evokes a natural setting. The sense of place is one attraction of the University. - Reference to the University’s mission and purpose
Appalachian has earned a reputation as a bright, adventurous, unpretentious community where outstanding teaching and attention to the individual student are emphasized. The logotype reflects these values.
Logotype Applications
As the centerpiece of a graphic identity program, the logotype will be used on stationery, University publications, office forms, signs, vehicles and other media which communicate the University to its publics.
It should not be used as a focal point except where its purpose is to identify the University, as on stationery and signs. In general it should not be featured prominently on the covers of publications but rather as a signature, for example, printed at a small size on the bottom front cover or on the back.
The logotype may appear in two forms, with or without the address line.
The logotype must be used as designed. Altering it in any way will compromise its effectiveness as a registered trademark.
Logo files are available from Samantha Stevens.
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| The logotype may appear in two forms, with or without the address line. | The logotype may be reproduced in any legible color or medium, when that color is the only color being used. Generally, the logotype should be reproduced in black. | The protected area around the logotype is roughly equal to the cap height of the “A” in Appalachian. Other typographical or design elements must not encroach on this space. |
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| The logotype must not be reset. Reproductions should be from the original. | The elements in the address line must not be moved. | The songbird replaces the dot on the “i.” It may not be moved or changed in any way. It also must not be detached from the logotype and used as a design element or as a component of other Appalachian related logos without prior consent from the Office of Public Affairs. |
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| Unacceptable | ||
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| The logotype should not be printed over or reversed out of patterns or colors which significantly reduce its legibility. | The logotype must not be reproduced in more than one ink color. The only exception is the use of a gold songbird on certain stationery items. | |
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University Seal
The seal of the University may be watermarked into the official letterhead. Otherwise, it is reserved for traditional applications such as inside the catalog and on diplomas. It may also be used on those bookstore items which would normally use a seal. It is not to be used generally to identify the University, nor is it to be used as an identifying or decorative element on publications for either internal or external audiences.
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University Colors
The official colors of Appalachian State University are black and gold. These colors appear on the hoods of academic gowns signifying the University degree, and may be used with the official seal of the University. They are also the colors of the University’s athletic teams. The official ink colors for printing are process black and PANTONE 116 or the metallic PANTONE 871 (or their process color equivalents). The University encourages the use of these colors in general communication materials.
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University Style
Quality and professionalism in communication materials depend upon adherence to a standard and consistent style of text preparation. For administrative and external communications through its own publications the University follows The Chicago Manual of Style. Some forms are particular to Appalachian State University, notably the following:
- Name of the University
The first text reference in any manuscript or publication should always be to “Appalachian State University.” After that, “Appalachian” or “the University” may be used. “ASU” is to be avoided. “App State” and “Appy State” should be banished. - Titles within the University
The official names of divisions, colleges, and departments are those listed as titles in the General Bulletin, e.g. “Walker College of Business.” Use these titles in return address, brochure headlines, and first references in text. Shorter adaptations such as “English department” or “Business College” may be used in text references that follow. When in doubt, consult Printing and Publications.
Good writing mechanics
Good writing and correct mechanics are part of good design. The Office of Public Affairs provides advice on the purpose, concept and style of text printed for external audiences. The text of news releases must be reviewed and released by University News Services. Careful proofreading of typeset proofs is the responsibility of the department ordering the publication.
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Legal Requirements
University publications must include affirmative action, cost, and recycled paper statements. Consult the Director of Printing and Publications for more information.
Affirmative action and equal opportunity statement
The following statement must be included in all recruiting materials, the undergraduate and graduate catalogs and any other course bulletins, and the SPA Employee and Faculty Handbooks:
Appalachian State University is committed to equality of educational opportunity and does not discriminate against applicants, students or employees on the basis of race, color, national origin, religion, gender, age, disability or sexual orientation. Appalachian also actively promotes diversity among students and employees.
Printing cost and recycled paper statement
State regulations require cost and recycled paper statements on public documents printed in quantities of 200 or more that are produced with state-appropriated funds and intended for use by the public. Only publications printed for the sole purpose of sale to the public or with non-state appropriated funds are exempt from this requirement. The term “cost” shall include direct costs in the form of “labor, materials and other identifiable design, typesetting, printing and binding costs.” The costs of writing and editing the publication are excluded if provided by in-house talent. The following wording must be used when printing cost statements:
______ copies of this public document were printed at a cost of $______ or $______ per copy.
Documents printed on recycled paper must contain a “printed on recycled paper” statement and/or the recycled symbol.
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