Dalhousie University

Official Websites

• https://www.dal.ca
• http://www.dal.ca

Brand Guidelines

2022

Brand Summary

Mission

• Dalhousie University is where infinite ambition meets global impact, offering research power and name recognition as a leading research-intensive university, while delivering an exceptional academic and campus experience from year one [^1].

Core Values

• Exceptional student experience
• Inclusive excellence
• High-impact research
• Civic university with global impact
• Foundation for inclusion and distinction

Target Audience

• Prospective and current students, faculty, staff, alumni, donors, and external audiences seeking academic excellence, research impact, and community engagement [^2].

Personality Traits

• Vibrant
• Curious
• Driven
• Aspiring
• Open & Inclusive

Visual Identity Overview

• The visual identity is built around the Dalcon shape, inspired by the eagle’s beak and wing, and features a geometric eagle in the logo, a bold color palette (Wingtip Black, Beak Gold, Cloud White, and support colors), clean typography (Public Sans and Franklin Gothic), and authentic, wide-scope imagery that emphasizes diversity, inclusion, and modernity [^3].

Categories

Brand Voice

• Voice refers to the way we sound when we write or speak on behalf of Dalhousie. It’s how we say what we say and it’s a direct expression of the brand personality. At Dal, many people create content across many channels so using a common voice allows us to unite all our messages. A consistent voice helps build recognition and establish credibility.
• We are VIBRANT when we use active sentence construction and avoid jargon and wordiness.
• We show we’re CURIOUS with storytelling that digs into the whys of what people do.
• DRIVEN communications are clear and confident and include words that have energy to them.
• Our ASPIRING nature means we avoid overstatement but keep focused on the positive.
• Because we’re OPEN & INCLUSIVE, we ensure our tone is welcoming and our words consider the multiple perspectives that make Dalhousie exceptional.

Brand Imagery

• Brand photography is used to communicate big ideas about Dalhousie University. We use it when we are trying to capture attention. The brand photography style is big in scope and relies a lot on wide open spaces and interesting crops and textures. It is authentic and real, avoiding shots that look like stock photography.
• Video and photography provides the opportunity to demonstrate our brand positioning and creative platform in a visual and emotive way.
• In all of our video and photography, we place a priority on showcasing the diversity of the Dalhousie community. This helps to foster a culture of respect, inclusivity and community safety.
• Our talented team of photographers and videographers can help bring your vision to life and tell your story through the Dalhousie brand lens.
• They’ve also been doing this for a while, so some of their existing work is available to the Dalhousie community for general use in presentations, social media, web and other collateral materials.
• Much of our communications deal with specific aspects of the learning, research and work that occur on campus. In these instances, photography should reflect the content of the message, giving the viewer the sense of being present in the moment. Interesting crops and angles keep the approach unique.
• People should appear relaxed and candid, not posed. In most cases they should appear unaware of the camera’s presence.
• Photography should reflect the values of the university, and demonstrate diversity and inclusion.

Color Palette

• After our logo, our colours are the most recognizable components of Dalhousie’s brand identity. Read on to get a feel for how our colours should be applied.
• While these are the official support colours of Dalhousie’s brand, we recognize that colour has significance and meaning in many cultures. We will apply culturally significant colours to designs, when appropriate, to enhance meaning and foster a culture of respect, inclusivity and community safety.
• PRIMARY COLOURS WINGTIP BLACK CO MO YO K92 R36 G36 B36 I #242424 Pantone 425C I 426U SUPPORT COLOURS Against white, colours within this section meet 7:1 contrast ratios for accessibility
• BEAK GOLD CO M13 Y1OO KO R255 G212 BO I #FFD4OO Pantone 1O9C I 1O8U
• CLOUD WHITE co MO YO KO R255 G255 B255 #FFFFFF
• In cases where there is a lot of content, text should be set as pure black over white and heavy whitespace usage is encouraged. For adding colour, follow the examples based on primary audience.
• The ratios are approximate but they do serve as a useful comparison. Keep in mind that most of your type will be black. The ratios reflect colour applied to graphic elements and the white in the ratio reflects the importance of white space in the overall design.
• Individual campaigns may or may not make use of support colours. In every case, only tones that belong to the same tonal group may be used together.
• Creative Services reserves the discretionary use of the full suite of support colours in limited situations where there is a communication need. Please contact us directly to see if your project qualifies.
• ALUMNI & DONORS 25-75% Wingtip Black 25-75% Beak Gold We will lean entirely on the core colours for communications to this audience.
• EXTERNAL AUDIENCES 35-50% Wingtip Black 35-50% Beak Gold 0-30% Tonal Support
• INTERNAL AUDIENCES 25-50% Wingtip Black 25-50% Beak Gold 0-50% Tonal Support This ranged approach gives flexibility without allowing a single tertiary colour to dominate.
• Internal audiences have the highest likelihood of complex pieces (reports, large format documents) best suited to a larger colour range to draw from.

Typography

• The Primary Typeface for the Dalhousie Brand is Public Sans. A strong, neutral typeface for interfaces, text, and headings.
• It is an open source Google font with multiple weights in addition to what is shown here, the usage of which is at the discretion of the designer or creative team.
• The Secondary Typeface for the Dalhousie Brand is Franklin Gothic.
• This is to be used when Public Sans is not available, such as in certain software or web applications.
• Similar to Public Sans there are additional weights beyond what is displayed here, the use of which is at the discretion of the designer or creative team.
• Dalhousie’s official fonts, Public Sans and Franklin Gothic are simple and clean typefaces that increase readability in digital and printed formats.
• Large font is best, preferably between 12 and 18 points depending on the font. Consider your audience when choosing font size.
• Be sure to allow proper spacing for content. Keep wide spaces between letters, and ensure space between lines of text is at least 25-30 per cent of the font size. This improves readability and helps readers easily view text.
• Use high-contrast colours for text and background. Use of text over images should only occur when the image is not busy and there is suitable contrast.
• Black and white are the most readable colour combinations. If using coloured text, restrict to headlines and titles.
• Aim for clean and open space whenever possible, using distinctive colours and shapes without too much detail.
• Use wide margins to allow for spacing, breathability of content and readability.
• Change or in any way modify the typefaces of the logo.

Logo Usage

• Our logo is the most recognizable component of Dalhousie’s identity. The core logo has evolved from previous versions to feature a more geometric eagle and clean font making it more easily used across branded touchpoints.
• The introduction of beak gold in the logo itself adds vibrancy and provides more options to make Dalhousie stand out.
• Follow the simple logo guidelines outlined in the next section of this brand guide to ensure that the logo is readable, recognizable and consistent.
• The preferred logo orientation is horizontal. Horizontal logos are available in full colour, one colour (black) and reverse (white) formats.
• DALHOUSIE LOGO HORIZONTAL FULL COLOUR DALHOUSIE LOGO HORIZONTAL ONE COLOUR DALHOUSIE LOGO HORIZONTAL REVERSE
• DALHOUSIE LOGO HORIZONTAL REVERSE - GOLD SHIELD
• When the available horizontal space is limited or size restrictions do not allow the horizontal logo to meet minimum sizing requirements, the vertical (stacked) logo may be used.
• Vertical logos are available in full colour, one colour (black) and reverse (white) formats.
• DALHOUSIE LOGO VERTICAL FULL COLOUR
• DALHOUSIE LOGO VERTICAL ONE COLOUR
• DALHOUSIE LOGO VERTICAL REVERSE
• DALHOUSIE LOGO VERTICAL REVERSE -GOLD SHIELD
• The logo must be used at the correct size to ensure legibility and effective branding. Do not use the logo below the minimum sizes:
• For the horizontal logo, the width must be at least 1” or 72 px at 72dpi
• For the vertical logo, the width must be at least 0.7” or 50 ~50 px at 72dpi
• Clear space around the logo is essential to ensure that logo is easily read and the Dalhousie brand is recognized.
• To avoid clutter that obscures the brand, keep other elements the minimum distance away from the logo. Use the D from the logo to measure the required clear space, as shown.
• An informal logo is available for uses with a more casual feel such as social media, branded apparel and retail products.
• This graphic informal logo incorporates the eagle head of the core logo shield and the short form name of the university-DAL. This logo acts as a bold and playful visual element to be used in fun and interesting ways. Except for use on retail products, the informal logo should only be used in situations when Dalhousie University is clearly identified, such as when the core logo is also present, when the university name appears in full (e.g. on social media channels) or on campus.
• The eagle head submark should be seen as a complementary brand asset and not as standalone logo. It should appear in spaces that also include the Dalhousie core logo. Specific exceptions are granted for bookstore merchandise. Please send new swag or merchandise designs to the Dalhousie Brand + Marketing team for review when applying new brand elements.
• ~0.25” / 18px @ 72dpi
• International audiences will be less familiar with Dalhousie University so it is important to reinforce our Canadian location. An international version of the core logo-including maple leaf and location details-is available for use when the primary audience resides outside the country.
• Do follow the guidelines found throughout this document.
• Do not undertake any of the modifications described here.
• The following logos must no longer be used:
• Change or modify the colour of the logo. The gold-only version of any Dalhousie logo is retired given accessibility constraints.
• Add shapes, lines or other graphic elements to the logo.
• Place the logo on any image or background that results in low contrast and subsequent poor legibility.
• Combine the submark eagle head symbol with the Dalhousie University wordmark.
• Change or in any way modify the typefaces of the logo.
• Rotate or in any way modify the orientation of the logo.
• Change or in any way modify the colours of the submark or use the submark as a stand alone graphic, barring specific exceptions.
• Separate the logo’s shield from the wordmark.
• Change or in any way modify the arrangement of graphic elements of the logo.
• Squash, stretch or in any way modify the proportions of the logo.
• Change or in any way modify the visual elements of the logo.
• Show the submark as part of an email signature.

Tone And Messaging

• Voice refers to the way we sound when we write or speak on behalf of Dalhousie. It’s how we say what we say and it’s a direct expression of the brand personality. At Dal, many people create content across many channels so using a common voice allows us to unite all our messages. A consistent voice helps build recognition and establish credibility.
• We are VIBRANT when we use active sentence construction and avoid jargon and wordiness.
• We show we’re CURIOUS with storytelling that digs into the whys of what people do.
• DRIVEN communications are clear and confident and include words that have energy to them.
• Our ASPIRING nature means we avoid overstatement but keep focused on the positive.
• Because we’re OPEN & INCLUSIVE, we ensure our tone is welcoming and our words consider the multiple perspectives that make Dalhousie exceptional.
• It’s important that we have one, consistent voice-but sometimes that voice needs to be adjusted. Tone helps to build trust by demonstrating an awareness of context and adapting as needed. Our tone might shift depending on the audience, the topic or the medium. This flexibility shows empathy, meets our audiences where they are and understands what they expect.
• We talk to STUDENTS with a voice that is aspiring, open & inclusive, and vibrant. We use you-centric language and prove our points with first-hand stories from real Dalhousie students. Though we come across as confident and knowledgeable, we never talk down to students. We’re interested in what interests them and we think of them each as individuals.
• We talk to our COLLEAGUES with a voice that is open & inclusive, driven and aspiring. We speak with you-centric language and appreciate and recognize the diversity of their experiences, roles and responsibilities. We do our best to speak clearly and succinctly because we want to be sure they understand, and we value their time.
• We talk about RESEARCH at Dalhousie with a vibrant, curious and driven voice. We want to paint a picture that starts with the researcher’s motivation and ends with the way the discovery is (or will) change the world for the better.
• We talk about our COMMUNITY involvement with a voice that is curious, aspiring and open & inclusive. With a focus on shared interests and common goals, we show the points of collaboration and the benefits to those involved. We aren’t boastful but appreciative of the opportunity to work with our communities to improve lives. We allow everyone to express their authentic selves while acknowledging past injustices, celebrating achievements and establishing values that will shape future progress.

Brand Values

• Our foundation consists of the five elements that fulfill Dalhousie’s strategic plan, Third Century Promise.
• Exceptional student experience Inclusive excellence High-impact research Civic university with global impact Foundation for inclusion and distinction
• Our brand pillars are the specific, tangible assets that set Dalhousie apart from other universities. We’ve got a lot of things going for us but our strategy leans on the strongest four pillars. Brand messaging consistently comes back to these points to reinforce Dalhousie’s best features.
• RESEARCH IMPACT A WORLD OF CHANGE BEGINS AT DALHOUSIE. Our groundbreaking research, rooted in the United Nations Sustainable Development Goals, has earned Dalhousie a reputation as a national and regional powerhouse and a global player. Thought leaders come here to make discoveries that will contribute to a better future for us all.
• ACADEMIC EXCELLENCE BUILT TO HELP BRIGHT MINDS EXCEL. A Dalhousie education has the power to transform lives. We foster excellence by cultivating our students’ curiosity and growth through innovative educational and extracurricular experiences delivered by talented faculty and dedicated staff.
• ENGAGING COMMUNITY COMMUNITY IS MORE THAN SIMPLY THE SPACE WE SHARE. Dalhousie is more than just a campus. It is a gathering of diverse ideas, lived experiences and goals that are supported by relationships that begin on campus and extend locally, nationally and globally. This sense of community fuels growth, self-discovery, and innovation that has real impact.
• EXTRAORDINARY LOCATION A PLACE FILLED WITH TRANSFORMATIVE MOMENTS. Bright urban energy and modern comforts share space with tree-lined streets and ocean vistas. There’s something undeniably special about this place Dalhousie calls home.
• The brand personality describes what it feels like to engage with Dalhousie. This builds trust as it establishes clear expectations of how Dalhousie will act and follow through when interacting with stakeholders. Ever been surprised by something an organization did? That was likely because the action didn’t match its brand personality. Every interaction someone has with Dalhousie helps to affirm the personality so it’s important to use these traits whenever you’re communicating on behalf of Dalhousie.
• VIBRANT FILLED WITH ENTHUSIASM FOR NEW IDEAS. We support the pursuit of interests and passions, welcoming the diversity that creates a spirited and engaged campus full of possibility.
• CURIOUS LOOKING DEEPER TO BETTER UNDERSTAND. We encourage curiosity at all levels. By caring deeply and paying attention we create space for real and often unexpected breakthroughs to occur.
• DRIVEN WORKING TO BE A CATALYST FOR CHANGE. We are determined to make a positive change locally, nationally and globally, so we are pushing boundaries to increase the impact we have on the world. Big problems don’t scare us—they’re what drive us.
• ASPIRING EAGER TO EXPAND OUR ROLE. We are always exploring, evolving and leading. We have big plans for the growth of our university both on the global stage and here at home. We remain grounded in our pursuit of innovative and inventive research, teaching and community outreach initiatives.
• OPEN & INCLUSIVE COMMITTED TO EQUITY, DIVERSITY, INCLUSION AND ACCESS. We are listening so we can learn from the many diverse experiences of our communities and create an environment where everyone is safe, heard and able to become the best possible version of themselves.
• Dalhousie University is where infinite ambition meets global impact.
• Where infinite ambition meets global impact
• At Dalhousie we offer you the research power and name recognition you expect from a member of Canada’s “U15” group of leading research-intensive universities, while delivering an exceptional academic and campus experience from year one. Because of our size, location and depth of faculties and programs we are able do this better than any of our peers.
• VIBRANT I CURIOUS I DRIVEN I ASPIRING I OPEN & INCLUSIVE
• RESEARCH IMPACT ACADEMIC EXCELLENCE ENGAGING COMMUNITY EXTRAORDINARY LOCATION
• EXCEPTIONAL STUDENT EXPERIENCE I INCLUSIVE EXCELLENCE I HIGH-IMPACT RESEARCH CIVIC UNIVERSITY WITH GLOBAL IMPACT I FOUNDATION FOR INCLUSION & DISTINCTION

Visual Style

• Our brand is far bigger than our logo. It’s more than our colours and fonts. But since these components of our identity are the most visible, using them consistently and correctly will go a long way to position Dalhousie as a vibrant, aspiring university with a reputation for excellence in all that we do.
• The Dalcon shape is used to create the eagle in our identity’s shield. The Dalcon can be seen in the eagle’s head and a curved version of the Dalcon is used to create its wings.
• The Dalcon shape has also influenced the choice of font used in our identity: the shape of the beak is reflected in a subtle serif.
• Our logo is the most recognizable component of Dalhousie’s identity. The core logo has evolved from previous versions to feature a more geometric eagle and clean font making it more easily used across branded touchpoints.
• The introduction of beak gold in the logo itself adds vibrancy and provides more options to make Dalhousie stand out.
• Follow the simple logo guidelines outlined in the next section of this brand guide to ensure that the logo is readable, recognizable and consistent.
• The preferred logo orientation is horizontal. Horizontal logos are available in full colour, one colour (black) and reverse (white) formats.
• When the available horizontal space is limited or size restrictions do not allow the horizontal logo to meet minimum sizing requirements, the vertical (stacked) logo may be used.
• Vertical logos are available in full colour, one colour (black) and reverse (white) formats.
• The logo must be used at the correct size to ensure legibility and effective branding. Do not use the logo below the minimum sizes:
• For the horizontal logo, the width must be at least 1” or 72 px at 72dpi
• For the vertical logo, the width must be at least 0.7” or 50 ~50 px at 72dpi
• Clear space around the logo is essential to ensure that logo is easily read and the Dalhousie brand is recognized.
• To avoid clutter that obscures the brand, keep other elements the minimum distance away from the logo. Use the D from the logo to measure the required clear space, as shown.
• An informal logo is available for uses with a more casual feel such as social media, branded apparel and retail products.
• This graphic informal logo incorporates the eagle head of the core logo shield and the short form name of the university-DAL. This logo acts as a bold and playful visual element to be used in fun and interesting ways. Except for use on retail products, the informal logo should only be used in situations when Dalhousie University is clearly identified, such as when the core logo is also present, when the university name appears in full (e.g. on social media channels) or on campus.
• The eagle head submark should be seen as a complementary brand asset and not as standalone logo. It should appear in spaces that also include the Dalhousie core logo. Specific exceptions are granted for bookstore merchandise. Please send new swag or merchandise designs to the Dalhousie Brand + Marketing team for review when applying new brand elements.
• ~0.25” / 18px @ 72dpi
• International audiences will be less familiar with Dalhousie University so it is important to reinforce our Canadian location. An international version of the core logo-including maple leaf and location details-is available for use when the primary audience resides outside the country.
• Do follow the guidelines found throughout this document.
• Do not undertake any of the modifications described here.
• The following logos must no longer be used:
• Change or modify the colour of the logo. The gold-only version of any Dalhousie logo is retired given accessibility constraints.
• Add shapes, lines or other graphic elements to the logo.
• Place the logo on any image or background that results in low contrast and subsequent poor legibility.
• Combine the submark eagle head symbol with the Dalhousie University wordmark.
• Change or in any way modify the typefaces of the logo.
• Rotate or in any way modify the orientation of the logo.
• Change or in any way modify the colours of the submark or use the submark as a stand alone graphic, barring specific exceptions.
• Separate the logo’s shield from the wordmark.
• Change or in any way modify the arrangement of graphic elements of the logo.
• Squash, stretch or in any way modify the proportions of the logo.
• Change or in any way modify the visual elements of the logo.
• Show the submark as part of an email signature.
• A key feature of the Dalcon element is its ability to be combined to create distinct patterns and shapes. These patterns give Dalhousie a signature or ownable element in the design of our branded materials. The pattern options are endless.
• After our logo, our colours are the most recognizable components of Dalhousie’s brand identity. Read on to get a feel for how our colours should be applied.
• While these are the official support colours of Dalhousie’s brand, we recognize that colour has significance and meaning in many cultures. We will apply culturally significant colours to designs, when appropriate, to enhance meaning and foster a culture of respect, inclusivity and community safety.
• WINGTIP BLACK CO MO YO K92 R36 G36 B36 I #242424 Pantone 425C I 426U SUPPORT COLOURS Against white, colours within this section meet 7:1 contrast ratios for accessibility
• CO M13 Y1OO KO R255 G212 BO I #FFD4OO Pantone 1O9C I 1O8U
• R255 G255 B255 #FFFFFF
• In cases where there is a lot of content, text should be set as pure black over white and heavy whitespace usage is encouraged. For adding colour, follow the examples based on primary audience.
• The ratios are approximate but they do serve as a useful comparison. Keep in mind that most of your type will be black. The ratios reflect colour applied to graphic elements and the white in the ratio reflects the importance of white space in the overall design.
• Individual campaigns may or may not make use of support colours. In every case, only tones that belong to the same tonal group may be used together.
• Creative Services reserves the discretionary use of the full suite of support colours in limited situations where there is a communication need. Please contact us directly to see if your project qualifies.
• We will lean entirely on the core colours for communications to this audience.
• Internal audiences have the highest likelihood of complex pieces (reports, large format documents) best suited to a larger colour range to draw from.
• This ranged approach gives flexibility without allowing a single tertiary colour to dominate.
• The Primary Typeface for the Dalhousie Brand is Public Sans. A strong, neutral typeface for interfaces, text, and headings.
• It is an open source Google font with multiple weights in addition to what is shown here, the usage of which is at the discretion of the designer or creative team.
• The Secondary Typeface for the Dalhousie Brand is Franklin Gothic.
• This is to be used when Public Sans is not available, such as in certain software or web applications.
• Similar to Public Sans there are additional weights beyond what is displayed here, the use of which is at the discretion of the designer or creative team.
• Aim for clean and open space whenever possible, using distinctive colours and shapes without too much detail.
• Use wide margins to allow for spacing, breathability of content and readability.
• Use high-contrast colours for text and background. Use of text over images should only occur when the image is not busy and there is suitable contrast.
• Black and white are the most readable colour combinations. If using coloured text, restrict to headlines and titles.
• Dalhousie’s official fonts, Public Sans and Franklin Gothic are simple and clean typefaces that increase readability in digital and printed formats.
• Large font is best, preferably between 12 and 18 points depending on the font. Consider your audience when choosing font size.
• Be sure to allow proper spacing for content. Keep wide spaces between letters, and ensure space between lines of text is at least 25-30 per cent of the font size. This improves readability and helps readers easily view text.

Iconography

• The eagle beak is used as the starting point for our brand identity. The shape is simplified and comprised of geometric circles and straight lines.
• A simplified wing shape, also created from straight lines and circles, completes our identity’s building blocks.
• We’ve named the shape the Dalcon: Dalhousie’s icon.
• The Dalcon shape is used to create the eagle in our identity’s shield. The Dalcon can be seen in the eagle’s head and a curved version of the Dalcon is used to create its wings.
• The Dalcon shape has also influenced the choice of font used in our identity: the shape of the beak is reflected in a subtle serif.
• The eagle head submark should be seen as a complementary brand asset and not as standalone logo. It should appear in spaces that also include the Dalhousie core logo. Specific exceptions are granted for bookstore merchandise. Please send new swag or merchandise designs to the Dalhousie Brand + Marketing team for review when applying new brand elements.
• ~0.25” / 18px @ 72dpi
• Do not undertake any of the modifications described here.
• Change or modify the colour of the logo. The gold-only version of any Dalhousie logo is retired given accessibility constraints.
• Add shapes, lines or other graphic elements to the logo.
• Place the logo on any image or background that results in low contrast and subsequent poor legibility.
• Combine the submark eagle head symbol with the Dalhousie University wordmark.
• Change or in any way modify the typefaces of the logo.
• Rotate or in any way modify the orientation of the logo.
• Change or in any way modify the colours of the submark or use the submark as a stand alone graphic, barring specific exceptions.
• Separate the logo’s shield from the wordmark.
• Change or in any way modify the arrangement of graphic elements of the logo.
• Squash, stretch or in any way modify the proportions of the logo.
• Change or in any way modify the visual elements of the logo.
• Show the submark as part of an email signature.

Layout And Composition

• Clear space around the logo is essential to ensure that logo is easily read and the Dalhousie brand is recognized.
• To avoid clutter that obscures the brand, keep other elements the minimum distance away from the logo. Use the D from the logo to measure the required clear space, as shown.
• In cases where there is a lot of content, text should be set as pure black over white and heavy whitespace usage is encouraged. For adding colour, follow the examples based on primary audience.
• The ratios are approximate but they do serve as a useful comparison. Keep in mind that most of your type will be black. The ratios reflect colour applied to graphic elements and the white in the ratio reflects the importance of white space in the overall design.
• Creative Services reserves the discretionary use of the full suite of support colours in limited situations where there is a communication need. Please contact us directly to see if your project qualifies.
• Aim for clean and open space whenever possible, using distinctive colours and shapes without too much detail.
• Use wide margins to allow for spacing, breathability of content and readability.
• Be sure to allow proper spacing for content. Keep wide spaces between letters, and ensure space between lines of text is at least 25-30 per cent of the font size. This improves readability and helps readers easily view text.

Brand Architecture

• In situations when you want to clearly identify your sub-brand (faculty, department, school, office, program or initiative) we recommend you do so using text, housed within a Dalcon shape.
• The specific size and placement of this identifier element will vary depending on the communication objectives and message hierarchy. Similarly, the use of a formal sub-brand name (e.g., Faculty of Architecture) versus a shortened sub­brand name (e.g. Architecture) will depend on the available space and other layout considerations.
• Sub-brand logo lockups are used when faculty, department or other units must be identified by the logo only. In most circumstances there are other opportunities to clearly identify the sub-brand.
• The preferred method is to identify the sub-brand using text, housed within a Dalcon shape (see previous page.) Sometimes your faculty, department, school, office, program or initiative must be identified by the logo only. These occasions are more common when a logo appears by itself and has no other supporting context. Dalhousie’s brand architecture makes an allowance for these sub-brand logos. Eligible groups may request logo lockups that indicates their identity in text to the right or below the core logo.
• Requests for sub-brand logos should be submitted to design.services@dal.ca.
• Individuals should not create logo lockups by adding text next to or beneath the Dalhousie logo.
• In instances where available space limits the size of the logo and risks compromising legibility of the identity, the removal of non-essential words (e.g., ”Faculty of,” “Department of,” etc.) is permitted. This shortening of the sub brand name is intended to reduce the area of the logo, enabling the lockup to be displayed at a larger size.

Co Branding

• For the purposes of these guidelines, partners include internal schools, centres and institutes.
• A similar approach is taken with external partner lockups. Again, spacing follows the same rules as the sub-brand lockups (1 X from logo). The height of the partner logo should be equal to the height of the crest in the logo.
• We provide partner logo options in both vertical and horizontal formats so you can source what option works best for your needs.
• In creating partner lockups, the Dalhousie logo should be placed second unless Dalhousie is the lead organization with an external partner.

Digital Guidelines

• Dalhousie’s official fonts, Public Sans and Franklin Gothic are simple and clean typefaces that increase readability in digital and printed formats.
• Large font is best, preferably between 12 and 18 points depending on the font. Consider your audience when choosing font size.
• Be sure to allow proper spacing for content. Keep wide spaces between letters, and ensure space between lines of text is at least 25-30 per cent of the font size. This improves readability and helps readers easily view text.
• Aim for clean and open space whenever possible, using distinctive colours and shapes without too much detail.
• Use wide margins to allow for spacing, breathability of content and readability.
• Use high-contrast colours for text and background. Use of text over images should only occur when the image is not busy and there is suitable contrast.
• Black and white are the most readable colour combinations. If using coloured text, restrict to headlines and titles.
• The Primary Typeface for the Dalhousie Brand is Public Sans. A strong, neutral typeface for interfaces, text, and headings.
• It is an open source Google font with multiple weights in addition to what is shown here, the usage of which is at the discretion of the designer or creative team.
• The Secondary Typeface for the Dalhousie Brand is Franklin Gothic. This is to be used when Public Sans is not available, such as in certain software or web applications.
• Similar to Public Sans there are additional weights beyond what is displayed here, the use of which is at the discretion of the designer or creative team.
• Posts should also follow Web Content Accessibility Guidelines.

Print Guidelines

• The logo must be used at the correct size to ensure legibility and effective branding. Do not use the logo below the minimum sizes:
• For the horizontal logo, the width must be at least 1” or 72 px at 72dpi
• For the vertical logo, the width must be at least 0.7” or 50 ~50 px at 72dpi
• Clear space around the logo is essential to ensure that logo is easily read and the Dalhousie brand is recognized.
• To avoid clutter that obscures the brand, keep other elements the minimum distance away from the logo. Use the D from the logo to measure the required clear space, as shown.
• Do follow the guidelines found throughout this document.
• Do not undertake any of the modifications described here.
• The following logos must no longer be used:
• Change or modify the colour of the logo. The gold-only version of any Dalhousie logo is retired given accessibility constraints.
• Add shapes, lines or other graphic elements to the logo.
• Place the logo on any image or background that results in low contrast and subsequent poor legibility.
• Combine the submark eagle head symbol with the Dalhousie University wordmark.
• Change or in any way modify the typefaces of the logo.
• Rotate or in any way modify the orientation of the logo.
• Change or in any way modify the colours of the submark or use the submark as a stand alone graphic, barring specific exceptions.
• Separate the logo’s shield from the wordmark.
• Change or in any way modify the arrangement of graphic elements of the logo.
• Squash, stretch or in any way modify the proportions of the logo.
• Change or in any way modify the visual elements of the logo.

Accessibility Guidelines

• As an educational institution that spans multiple campuses and communities, we acknowledge the importance of making Dalhousie fully accessible. Under Dalhousie’s Accessibility Plan, there are simple steps and considerations we can take to prioritize accessibility in the information and communication materials we design and produce.
• Following are some helpful external resources to reference: • W3 Web Content Accessibility Guidelines • CNIB Nova Scotia on Accessibility
• Aim for clean and open space whenever possible, using distinctive colours and shapes without too much detail.
• Use wide margins to allow for spacing, breathability of content and readability.
• Use high-contrast colours for text and background. Use of text over images should only occur when the image is not busy and there is suitable contrast.
• Black and white are the most readable colour combinations. If using coloured text, restrict to headlines and titles.
• Dalhousie’s official fonts, Public Sans and Franklin Gothic are simple and clean typefaces that increase readability in digital and printed formats.
• Large font is best, preferably between 12 and 18 points depending on the font. Consider your audience when choosing font size.
• Be sure to allow proper spacing for content. Keep wide spaces between letters, and ensure space between lines of text is at least 25-30 per cent of the font size. This improves readability and helps readers easily view text.
• Against white, colours within this section meet 7:1 contrast ratios for accessibility.

Social Media Guidelines

• Dalhousie’s social media channels are held to a high level of integrity. Content should be written in Dalhousie’s voice and tone: honest and authentic. Posts should also follow Web Content Accessibility Guidelines.
• Our Social Media Guidelines highlight the policies and regulations set out for accounts created under the refreshed Dalhousie brand. New brand logos can be downloaded here.

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