Official Websites

• https://www.cuny.edu
• http://www.cuny.edu
• https://cuny.edu

Brand Guidelines

2018

Categories

Brand Voice

• Brand voice is how we behave as a university. It will be reflected in all we do, the words we write, the images we choose, and how we present ourselves across all of our many communications channels.
• This book serves as a guide to help you use our new brand voice. Currently, these guidelines cover our exciting new logos and how to use them, both at CUNY central and across our college network.
• Don’t forget, this is a living, breathing document that will be updated regularly. So make sure to keep track of those burning questions that aren’t answered here; shoot us a note and we’ll make sure to get you an answer and include it in future iterations of this document.
• Thanks, and have fun implementing our bold CUNY brand voice!
• The brand narrative tells our brand story. This is a tool from which you can draw headlines for advertising, body copy for communications pieces, etc.
• Compare all of our communications to these attributes. Strive to make sure the piece you’re working on reflects as many of these attributes as possible.
• The snappiest expression of our new brand direction.
• Our new brand voice has a bold new logo to go with it. Flexibility, legibility and impact were designed into our bold, reimagined custom word mark.
• There are certain elements we want tied to our CUNY logo in a consistent way. For this reason we’ve developed two logo lockups — one for our tagline and another for the full university name.
• What are our colors, and how should they be used for print and digital communications?
• What are our house fonts, and how should you use them?
• A new way to approach photography and graphics, with inspiration images and additional guidance.
• When developing your communications piece, use these words as guides to make sure you are striking the right tone and attitude.
• BOLD AND PROUD CUNY has an incredible mission – to lift generations of New Yorkers higher through education. We need to speak in a way that reflects this lofty purpose while being proud of how much we’ve already accomplished.
• CONFIDENT We know that we can deliver on our mission and are determined to do so.
• PASSIONATE We draw inspiration from our students, faculty and staff and keep them in mind as we communicate.
• UNAFRAID We do not shy away from change and embrace new, innovative ways of providing a great education for all.

Brand Imagery

• Our photography and imagery needs to capture the rhythm of New York City, as wel I as the energy of the University and its students. Subjects should be bold, proud and confident -pursuing their education fearlessly and with passion. Also try to capture the changing face of today’s undergraduate students, who are juggling work, family and school obiigations.
• These example images from the CUNY archive should serve as an inspiration for your photography choices.
• For communications that are text­heavy, tinted and duo-tone photography is a great way to add visual interest without distracting from the message.
• Open your color image in Photoshop and go to Image > Mode and select gray scale.
• Next, set your image mode to Duotone, which will bring up a color selection prompt.
• Select black as one of your colors and Pantone 286 CP as your second. Adjust your curves as needed to achieve the clearest picture possible. Hit “OK.”
• When running text over your image, leave faces and important visual information clear.

Color Palette

• The primary palette consists of blue and yellow and should be used whenever possible.
• Please make use of these color breakdowns when developing your print (PMS and CMYK) and electronic (RGB and Hex) communications pieces.
• PMS: 286 C for coated stock 286 U for uncoated stock
• CMYK: 100/66/0/2
• RGB: 29/58/131
• HEX: #1D3A83
• PMS: 1235 C for coated stock 122 U for uncoated stock
• CMYK: 0/31/98/0
• RGB: 255/184/28
• HEX: #FFB81C
• Secondary colors should be used as support and to add visual interest to your communications pieces. Please remember that a little of this palette goes a long way and to use them in moderation.
• Make use of these color breakdowns when developing your print (PMS and CMYK) and electronic (RGB and Hex) communications pieces.
• Coated stocks: PMS: 382 C CMYK: 28/0/100/0 RGB: 196/214/0 HEX: #C4D600
• Coated stocks: PMS: 305 C CMYK: 54/0/6/0 RGB: 89/203/232 HEX: #59CBE8
• Coated stocks: PMS: 192 C CMYK: 0/94/64/0 RGB: 228/0/70 HEX: #E40046
• Coated stocks: PMS: 151 C CMYK: 0/48/95/0 RGB: 254/136/7 HEX: #FE8807
• Coated stocks: PMS: 541 C CMYK: 100/58/9/46 RGB: 9/60/113 HEX: #093C70
• Uncoated stocks: PMS: 388 U CMYK: 16/0/77/0
• Uncoated stocks: PMS: 305 U CMYK: 54/0/10/0
• Uncoated stocks: PMS: 192 U CMYK: 0/85/57/0
• Uncoated stocks: PMS: 151 U CMYK: 0/43/91/0
• Uncoated stocks: PMS: 541 U CMYK: 100/45/5/36
• When meeting accessibility standards is required, make use of these color combinations to ensure compliance with AAA visual accessibility standards.

Typography

• Our sans serif typeface is Trade Gothic and should be used whenever possible, with special emphasis on the Condensed No. 20 and regular weights.
• All weights are available for use when appropriate.
• In instances when Trade Gothic is not available, Arial can be substituted.
• Trade Gothic Bold Condensed No. 20
• ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Trade Gothic Regular
• In instances when a serif font is more appropriate (such as special announcements or invitations) please make use of Chronicle.
• In instances when Chronicle is not available, Georgia can be substituted.
• Chronicle
• Georgia
• Body Copy: Trade Gothic LT Std Regular, 10/14 pt, Pantone Cool Gray 9U
• Address, Trade Gothic LT Std Bold No. 2 and Light, 7/9pt, Pantone Cool Gray 9U
• Name, Trade Gothic LT Std Bold No. 2, 9pt Pantone Cool Gray 9U
• Title and Address, Trade Gothic LT Std Light, 7/9pt, Pantone Cool Gray 9U

Logo Usage

• After creating a new brand voice for CUNY, we needed a logo that was big, bold and proud. In order to do that, we needed to break CUNY out of its box—literally. We deconstructed the old CUNY cube and designed the letters into four equal parts, giving it mass and solidity. The letters reach out and connect to each other to symbolize the unrivaled connectivity of the University. And finally, the CU rests atop NY, its foundation, acknowledging how important the University is to the city that created it.
• Be sure to keep the CUNY logo a reasonable distance from other trademarks, competing text, graphic devices or images on a page. Allow a minimum of clear space equal to the distance between the two ascenders of the U in CUNY (x), as illustrated here.
• Make sure to keep the logo at a size that is legible and retains impact. The smallest the stand-alone logo should be rendered in print and digital communications pieces is 0.5 inches. However, you should aim to render the logo in larger, more high-impact ways whenever possible.
• 1. Single color blue over white or light solid background. 2. Single color black over white or light solid background. 3. White version over solid blue. 4. White version over solid black. 5. White version over fields of color and tinted photography. 6. White over color photography.
• *These illustrations depict the knocked out version over a colored background -never place the CUNY logo in a holding shape. Remember, we’re breaking out of the box!
• 1. Do not stretch the logo. 2. Do not change logo stacking. 3. Do not rotate logo. 4. Do not add effects to logo. 5. Do not use other colors. 6. Do not create a horizontal logo.

Tone And Messaging

• Brand voice is how we behave as a university. It will be reflected in all we do, the words we write, the images we choose, and how we present ourselves across all of our many communications channels.
• The brand narrative tells our brand story. This is a tool from which you can draw headlines for advertising, body copy for communications pieces, etc.
• Compare all of our communications to these attributes. Strive to make sure the piece you’re working on reflects as many of these attributes as possible.
• When developing your communications piece, use these words as guides to make sure you are striking the right tone and attitude.
• BOLD AND PROUD CUNY has an incredible mission – to lift generations of New Yorkers higher through education. We need to speak in a way that reflects this lofty purpose while being proud of how much we’ve already accomplished.
• CONFIDENT We know that we can deliver on our mission and are determined to do so.
• PASSIONATE We draw inspiration from our students, faculty and staff and keep them in mind as we communicate.
• UNAFRAID We do not shy away from change and embrace new, innovative ways of providing a great education for all.
• This is the snappiest expression of our new brand voice and should be used whenever possible.
• THE GREATEST URBAN UNIVERSITY IN THE WORLD
• One of the best ways to reinforce the new CUNY brand identity is to incorporate messaging and marketing language that substantiates CUNY as The Greatest Urban University in the World. There are no better proof points than the colleges and schools that make up our University. Whenever possible, use language as seen here in your marketing and communications, helping to tie your school to the University.
• [COLLEGE NAME] IS ONE OF THE REASONS CUNY IS THE GREATEST URBAN UNIVERSITY IN THE WORLD.

Brand Values

• CUNY has an incredible mission – to lift generations of New Yorkers higher through education. We need to speak in a way that reflects this lofty purpose while being proud of how much we’ve already accomplished.
• We know that we can deliver on our mission and are determined to do so.
• We draw inspiration from our students, faculty and staff and keep them in mind as we communicate.
• We do not shy away from change and embrace new, innovative ways of providing a great education for all.

Visual Style

• After creating a new brand voice for CUNY, we needed a logo that was big, bold and proud. In order to do that, we needed to break CUNY out of its box—literally. We deconstructed the old CUNY cube and designed the letters into four equal parts, giving it mass and solidity. The letters reach out and connect to each other to symbolize the unrivaled connectivity of the University. And finally, the CU rests atop NY, its foundation, acknowledging how important the University is to the city that created it.
• Be sure to keep the CUNY logo a reasonable distance from other trademarks, competing text, graphic devices or images on a page. Allow a minimum of clear space equal to the distance between the two ascenders of the U in CUNY (x), as illustrated here.
• Make sure to keep the logo at a size that is legible and retains impact. The smallest the stand-alone logo should be rendered in print and digital communications pieces is 0.5 inches. However, you should aim to render the logo in larger, more high-impact ways whenever possible.
• 1. Single color blue over white or light solid background. 2. Single color black over white or light solid background. 3. White version over solid blue. 4. White version over solid black. 5. White version over fields of color and tinted photography. 6. White over color photography.
• *These illustrations depict the knocked out version over a colored background -never place the CUNY logo in a holding shape. Remember, we’re breaking out of the box!

Iconography

• Be sure to keep the CUNY logo a reasonable distance from other trademarks, competing text, graphic devices or images on a page. Allow a minimum of clear space equal to the distance between the two ascenders of the U in CUNY (x), as illustrated here.
• Make sure to keep the logo at a size that is legible and retains impact. The smallest the stand-alone logo should be rendered in print and digital communications pieces is 0.5 inches. However, you should aim to render the logo in larger, more high-impact ways whenever possible.
• 1. Single color blue over white or light solid background. 2. Single color black over white or light solid background. 3. White version over solid blue. 4. White version over solid black. 5. White version over fields of color and tinted photography. 6. White over color photography.
• *These illustrations depict the knocked out version over a colored background -never place the CUNY logo in a holding shape. Remember, we’re breaking out of the box!

Layout And Composition

• Be sure to keep the CUNY logo a reasonable distance from other trademarks, competing text, graphic devices or images on a page.
• Allow a minimum of clear space equal to the distance between the two ascenders of the U in CUNY (x), as illustrated here.
• Make sure to keep the logo at a size that is legible and retains impact. The smallest the stand-alone logo should be rendered in print and digital communications pieces is 0.5 inches. However, you should aim to render the logo in larger, more high-impact ways whenever possible.
• Single color blue over white or light solid background.
• Single color black over white or light solid background.
• White version over solid blue.
• White version over solid black.
• White version over fields of color and tinted photography.
• White over color photography.
• These illustrations depict the knocked out version over a colored background -never place the CUNY logo in a holding shape. Remember, we’re breaking out of the box!

Brand Narrative

• The brand narrative tells our brand story. This is a tool from which you can draw headlines for advertising, body copy for communications pieces, etc.
• Where else would you find the world’s greatest urban university than in the greatest city on earth? There’s a statue in our harbor that welcomes the world, promises hope, opportunity and a better life. And there is a unique institution in our city that helps all New Yorkers achieve just that. The City University of New York. It has lifted generations of families. Educated millions of people. A recent study showed that CUNY propels almost six times as many low-income students into the middle class and beyond as all eight Ivy League colleges—plus Duke, M.I.T., Stanford and Chicago combined. It is one of the most noble, worthy and just creations that this city has ever constructed. It is one of the wonders of this city and the envy of the world. Use it. Support it. Brag about it. But never underestimate it.

Tagline

• This is the snappiest expression of our new brand voice and should be used whenever possible.

• THE GREATEST URBAN UNIVERSITY IN THE WORLD

• Next let’s review the preferred version of the CUNY logo-the version that most boldly and proudly declares our new brand voice. We want to raise CUNY’s profile and give everyone within the network something to rally behind. That’s why this version of the logo should be used whenever possible. When people see the CUNY logo, we want them to think “The Greatest Urban University in the World.”
• Additional lockup configurations have been developed to enhance usability. Select one of the versions i11ustrated here depending on your layout and space constraints.
• Be sure to keep the tagline lockup a reasonable distance from other trademarks, competing text, graphic devices or images on a page. Allow a minimum of clear space equal to the distance between the two ascenders of the U in CUNY (x), as illustrated here. For all versions of the tagline lockup, maintain this clear space.
• We want to make sure that the logo retains visual impact and is legible. If this version of the logo is rendered in a size smaller than 2.5 inches, the tagline becomes illegible. If you need to use the tagline logo lockup in a smaller size, please use one of the small space lockups.
• When space constraints require the logo tagline lockup to be rendered in a size smaller than 2.5 inches, use one of the small space lockups illustrated here – these will ensure that the tagline remains legible, even at smaller sizes.
• For example, these logos are 2.00 inches in length.
• 1. Single color blue over white or light solid background. 2. Single color black over white or light solid background. 3. White version over solid blue. 4. White version over solid black. 5. White version over fields of color and tinted photography. 6. White version over color photography. *These illustrations depict the knocked out version over a colored background-never place the CUNY logo with tagline in a holding shape. Remember, we’re breaking out of the box!
• 1. Do not stretch the logo. 2. Do not change logo stacking if it isn’t an approved additional lockup or small space lockup. 3. Do not rotate logo. 4. Do not add effects to logo. 5. Do not use other colors. 6. Do not create a horizontal logo.
• Use this version of the CUNY tagline logo lockup above the fold on the top left corner of the homepage.
• In these subway car card layouts, the tagline is placed to the right of the CUNY logo, acting as a signoff to the advertisement.
• In these subway squares, you can place the logo on the bottom right of the piece, with the tagline acting as a signoff.
• You can also use the lockup with the tagline to the left of the logo.
• If you’re designing a vertical layout, you can use the stacked version of the tagline lockup to maintain visibility and impact.
• One of the best ways to reinforce the new CUNY brand identity is to incorporate messaging and marketing language that substantiates CUNY as The Greatest Urban University in the World. There are no better proof points than the colleges and schools that make up our University. Whenever possible, use language as seen here in your marketing and communications, helping to tie your school to the University.
• [COLLEGE NAME] IS ONE OF THE REASONS CUNY IS THE GREATEST URBAN UNIVERSITY IN THE WORLD.
• Use for: • When marketing language is not used in a prominent location • When a school within a college is being advertised • Stationery
• When a communications piece is not using the marketing language, use the CUNY logo with the tagline. The colleges should have prime location on the piece, with the CUNY tagline lockup in a secondary location.
• When highlighting a specific school within a college, use the CUNY logo with tagline separate from the college logo. This will help avoid visual clutter, creating a cleaner and more balanced layout.
• The University logo will appear on individual college stationery. Retain the college’s logo primacy on the left side of the letterhead, tying it to the CUNY logo placed on the right. Both logos should be top and bottom aligned to each other. The CUNY logo should only be displayed using the approved CUNY blue brand color, while the college’s logo should only be displayed using the individual college’s approved brand color. All typefaces should follow the individual college’s brand guidelines.
• The University logo will appear on individual college stationery. Retain the college’s logo primacy on the front of the business card and tie the college to CUNY on the back of the business card. On the CUNY logo side, please use the approved CUNY blue brand color. On the college side, please use colors and typefaces in accordance with the college brand guidelines.

College Identity Integration

• The goal of the CUNY identity program is to infuse meaning and value into the CUNY logo, to ensure that all colleges benefit from association with a larger university network.
• One of the best ways to reinforce the new CUNY brand identity is to incorporate messaging and marketing language that substantiates CUNY as The Greatest Urban University in the World. There are no better proof points than the colleges and schools that make up our University. Whenever possible, use language as seen here in your marketing and communications, helping to tie your school to the University.
• [COLLEGE NAME] IS ONE OF THE REASONS CUNY IS THE GREATEST URBAN UNIVERSITY IN THE WORLD.
• Use for: • Footers • Signature systems • When the marketing language is used in the headline or body copy • Advertising • Brochures
• Use for: • When marketing language is not used in a prominent location • When a school within a college is being advertised • Stationery
• Use for: • International materials • Official communications when tagline is not appropriate
• Use this version of the logo as a footer on all pages of CUNY college websites. It’s a simple and effective way to demonstrate that you’re part of a larger University system.
• When creating logo lockups for CUNY colleges, this logo can be used for a clean, balanced co-branded logo lockup. Whenever possible and appropriate lead with the CUNY logo as a masterbrand approach. Do not include the CUNY tagline or University name in any of the signature system lockups. If the college logo is locked up to a component school or department, the CUNY logo should be used elsewhere in the communication and not locked up with the school sub-brand.
• Whenever possible, place the CUNY logo first in a college logo lockup. Justify the top of the college logo with the top of the ascenders on the U and the bottom of the Y. Place a light vertical rule be­tween the two logos (75% black), leaving a clear space (x) for each logo to breathe, but not so much that they feel disconnected. If the logos are knocked out on a colored background, the vertical rule can be white.
• If necessary, the college logo can be placed first in a college logo lockup. Justify the top of the partner logo with the top of the ascenders on the U and the bottom of the N. Place a light vertical rule between the two logos (75% black), leaving a clear space (x) for each logo to breathe, but not so much that they feel disconnected. If the logos are knocked out on a colored background, the vertical rule can be white.
• When a communications piece uses the marketing language as a headline or in the body copy, please include the college’s signature system lockup. This also applies when the tagline is present on the piece in some other high-impact way.
• Use the signature system lockup on print and digital advertising pieces. Additional ad copy can be developed to more closely tie the CUNY messaging in the headline and to highlight the college as one of the proof points for CUNY’s new positioning, “The Greatest Urban University in the World.”
• Here is a brochure geared toward international audiences. Because the name of the college and the full University name are treated in type, we can use the college logo lockup on the bottom of the piece.
• When a communications piece is not using the marketing language, use the CUNY logo with the tagline. The colleges should have prime location on the piece, with the CUNY tagline lockup in a secondary location.
• When highlighting a specific school within a college, use the CUNY logo with tagline separate from the college logo. This will help avoid visual clutter, creating a cleaner and more balanced layout.
• When a communications piece is targeting out-of-state or international students, use this CUNY logo with University name lockup. Consider this example -including the University name in the logo lockup is necessary when the CUNY name is less recognizable. Also try to give real estate above the fold to the new CUNY lockup.
• The University logo will appear on individual college stationery. Retain the college’s logo primacy on the left side of the letterhead, tying it to the CUNY logo placed on the right. Both logos should be top and bottom aligned to each other.
• The CUNY logo should only be displayed using the approved CUNY blue brand color, while the college’s logo should only be displayed using the individual college’s approved brand color. All typefaces should follow the individual college’s brand guidelines.
• The University logo will appear on individual college stationery. Retain the college’s logo primacy on the front of the business card and tie the college to CUNY on the back of the business card.
• On the CUNY logo side, please use the approved CUNY blue brand color. On the college side, please use colors and typefaces in accordance with the college brand guidelines.
• Use individual college’s primary lockup, use college’s brand colors and secondary typefaces for text for individual logo and CUNY blue for CUNY logo

Promotional Items

• For additional swag items that have space constraints or challenges (mugs, pens, USB drives, etc.), legibility should be your primary concern. Always try using an approved lockup first (like on the USB drive).
• Use the following examples as guidance if an approved lockup does not make the best use of the space. This applies for the logo with the tagline and the logo with the University name.

Additional Properties

Employees History