Dalla Lana

Official Websites

• https://www.dlsph.utoronto.ca
• http://www.utoronto.ca

Brand Guidelines

2019

Brand Summary

Mission

• To maintain the integrity of Dalla Lana School of Public Health’s refreshed brand and achieve a consistent look that is instantly recognizable, supporting the impact and recognition value of the brand through precise graphic standards and visual identity [^1].

Core Values

• integrity
• consistency
• recognition
• impact
• diversity

Target Audience

• Individuals inside and outside the organization, including students, faculty, researchers, and the broader public health community [^2].

Personality Traits

• professional
• modern
• trustworthy
• scholarly
• diverse

Visual Identity Overview

• The visual identity is defined by a customized wordmark, a primary color palette (UT Navy and UT Blue), secondary and tertiary palettes for diversity, clear typography (Biotif and Graphik), and imagery that emphasizes diversity, authenticity, and real-world impact. The brand uses clean layouts, buffer zones, and strict logo usage rules to ensure clarity and professionalism across all materials [^3].

Categories

Brand Imagery

• The Dalla Lana School of Public Health’s brand makes use of a wide variety of images relating to the fields of public health and health systems. These can include images of people (individuals or groups), research, and environments. Regardless of subject matter, all images should aim to focus on capturing the essence and impact of the copy it accompanies.
• Photography compositions should be candid and real, be clear on context, and full colour. Images which include people should aim for diversity in age, ethnicity and gender. Often times, these images can be paired with colours from the brand palette to create a variety of visual options. Provided that legibility is clear, text can also be placed on top of imagery when necessary.
• Avoid using generic, cliche stock images that feel overly staged, overly stylized, inauthentic, too abstract, or where the subject matter or context is unclear. Images with colour washes or effects applied, poor lighting and colour contrast as well as illustrations and clipart should also be avoided.

Color Palette

• Dalla Lana School of Public Health’s primary colour palette consists of two colours directly from the University of Toronto brand, named UT Navy and UT Blue. The secondary and tertiary palette is used to provide life and diversity to the brand. When using multiple colour combinations on a single piece, please ensure to only use colours that provide a visibly moderate to high level of contrast.
• Dalla Lana School of Public Health brand makes use of a bright and lively secondary and tertiary colour palette. When using combinations of colours from these palettes, please ensure the number is limited to no more than two and that a visibly moderate to high contrast ratio is achieved.
• When using the colours in conjunction with text, the text colour is typically kept as white. In certain cases (eg. Lemon being used as the background colour) a darker colour from the palette may be used to provide improved contrast and legibility.

Typography

• The primary typefaces used for Dalla Lana School of Public Health are Biotif and Graphik. For display copy (headlines, larger text) Biotif should be used. For text copy (body copy, smaller text) Graphik should be used. Font weights may vary depending on subject matter, however heavier weights should generally be used for display copy.
• For emails and usage within Microsoft Suite applications (Word, PowerPoint, Excel, etc.), the two typesfaces in use are Century Gothic (display) and Arial (text).
• NOTE: When using Biotif, please ensure that the OpenType version is used with Stylistic Set 1 turned on. This ensures that a lowercase “a” displays like this a rather than like this a.
• Biotif Extra Bold 40pt
• Graphik Regular 40pt
• Century Gothic
• Arial
• Presented below are examples of how the typography can be used with colour and a clearly established hierarchy.
• Biotif Public Extra Bold 30/31pt Good Biotif Extra Bold 41/44pt Join Us on the Biotif Extra Bold 14/16pt Forefront of Change in Health Biotif Medium 17/21pt Graphik Graphik Medium Medium -6/10.5pt www.dlsph.utoronto.ca 9/13pt
• Graphik Bold/ Source Dalla Lana School of Public Health Regular 6/10.5pt

Logo Usage

• The Dalla Lana School of Public Health word-mark has been developed using customized typography and comes in two variations; horizontal and vertical. Each comes in full colour, black, and white. When using the wordmark, in most cases the full colour version should be used. If the wordmark is to be placed over a darker background, the white version should be used. The black version of the wordmark should be reserved for special cases such as photocopying or black and white printing.
• The Dalla Lana School of Public Health wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• In order to protect the integrity of the word mark and to maintain its visual impact, the wordmark must be surrounded by a minimum amount of space. This reserved space is known as the “buffer zone.” It is the minimum distance that other elements, such as type, may be placed near the wordmark.
• The size of the buffer zone is equal to the width of the lowercase “a” from the wordmark. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• The Dalla Lana School of Public Health wordmark has been carefully designed to ensure legibility and visual balance, and should not be altered in any way. There are precise standards for preserving the wordmark. These standards exist to ensure that the wordmark’s impact, integrity and recognition value will not be diluted through alteration or misuse.
• To ensure optimum visibility, the wordmark should be crystal clear, free from distortion and set off from other graphic elements, such as type, photographs and illustrations. In order to preserve the quality of the image, the wordmark should always be reproduced from digital artwork.
• Accompanying the primary wordmark is the crest version. This version combines the wordmark with the official U of T DLSPH crest to create one cohesive unit. Apply the same rules when using this version as with the primary wordmark.
• The Dalla Lana School of Public Health crest wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• The size of the buffer zone for the crest version of the word mark is equal to 50% of the height of the crest. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• When using the Dalla Lana School of Public Health wordmark, it should generally be used separately from the University crest. When doing so, please ensure that both wordmark and University crest are sized appropriately in proportion to one another. The wordmark should not be so large that it dominates the University crest, and vice versa. In special situations, for example when space may be limited, the crest wordmark can be used as an alternative.

Visual Style

• The Dalla Lana School of Public Health word-mark has been developed using customized typography and comes in two variations; horizontal and vertical. Each comes in full colour, black, and white. When using the wordmark, in most cases the full colour version should be used. If the wordmark is to be placed over a darker background, the white version should be used. The black version of the wordmark should be reserved for special cases such as photocopying or black and white printing.
• The Dalla Lana School of Public Health wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• In order to protect the integrity of the word mark and to maintain its visual impact, the wordmark must be surrounded by a minimum amount of space. This reserved space is known as the “buffer zone.” It is the minimum distance that other elements, such as type, may be placed near the wordmark.
• The size of the buffer zone is equal to the width of the lowercase “a” from the wordmark. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• The Dalla Lana School of Public Health wordmark has been carefully designed to ensure legibility and visual balance, and should not be altered in any way. There are precise standards for preserving the wordmark. These standards exist to ensure that the wordmark’s impact, integrity and recognition value will not be diluted through alteration or misuse.
• To ensure optimum visibility, the wordmark should be crystal clear, free from distortion and set off from other graphic elements, such as type, photographs and illustrations. In order to preserve the quality of the image, the wordmark should always be reproduced from digital artwork.
• Accompanying the primary wordmark is the crest version. This version combines the wordmark with the official U of T DLSPH crest to create one cohesive unit. Apply the same rules when using this version as with the primary wordmark.
• The Dalla Lana School of Public Health crest wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• The size of the buffer zone for the crest version of the word mark is equal to 50% of the height of the crest. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• When using the Dalla Lana School of Public Health wordmark, it should generally be used separately from the University crest. When doing so, please ensure that both wordmark and University crest are sized appropriately in proportion to one another. The wordmark should not be so large that it dominates the University crest, and vice versa. In special situations, for example when space may be limited, the crest wordmark can be used as an alternative.
• Dalla Lana School of Public Health’s primary colour palette consists of two colours directly from the University of Toronto brand, named UT Navy and UT Blue. The secondary and tertiary palette is used to provide life and diversity to the brand. When using multiple colour combinations on a single piece, please ensure to only use colours that provide a visibly moderate to high level of contrast.
• The Dalla Lana School of Public Health brand makes use of a bright and lively secondary and tertiary colour palette. When using combinations of colours from these palettes, please ensure the number is limited to no more than two and that a visibly moderate to high contrast ratio is achieved.
• When using the colours in conjunction with text, the text colour is typically kept as white. In certain cases (eg. Lemon being used as the background colour) a darker colour from the palette may be used to provide improved contrast and legibility.
• Avoid using generic, cliche stock images that feel overly staged, overly stylized, inauthentic, too abstract, or where the subject matter or context is unclear. Images with colour washes or effects applied, poor lighting and colour contrast as well as illustrations and clipart should also be avoided.

Stationery Guidelines

• The Dalla Lana School of Public Health letterhead deploys a straightforward layout which is easily editable using Microsoft Word. To allow greater accessibility and usability, the default font has been set to Arial.
• 11”
• 8.5”
• The Dalla Lana School of Public Health business card is a double-sided card with contact information on the front and the DLSPH wordmark on the back. Placement of content has been designed to allow space and flexibility for varying contact information.

Application Guidelines

• The Dalla Lana School of Public Health word-mark has been developed using customized typography and comes in two variations; horizontal and vertical. Each comes in full colour, black, and white. When using the wordmark, in most cases the full colour version should be used. If the wordmark is to be placed over a darker background, the white version should be used. The black version of the wordmark should be reserved for special cases such as photocopying or black and white printing.
• The Dalla Lana School of Public Health wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• In order to protect the integrity of the word mark and to maintain its visual impact, the wordmark must be surrounded by a minimum amount of space. This reserved space is known as the “buffer zone.” It is the minimum distance that other elements, such as type, may be placed near the wordmark.
• The size of the buffer zone is equal to the width of the lowercase “a” from the wordmark. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• The Dalla Lana School of Public Health wordmark has been carefully designed to ensure legibility and visual balance, and should not be altered in any way. There are precise standards for preserving the wordmark. These standards exist to ensure that the wordmark’s impact, integrity and recognition value will not be diluted through alteration or misuse.
• To ensure optimum visibility, the wordmark should be crystal clear, free from distortion and set off from other graphic elements, such as type, photographs and illustrations. In order to preserve the quality of the image, the wordmark should always be reproduced from digital artwork.
• Accompanying the primary wordmark is the crest version. This version combines the wordmark with the official U of T DLSPH crest to create one cohesive unit. Apply the same rules when using this version as with the primary wordmark.
• The Dalla Lana School of Public Health crest wordmark should never appear smaller than the minumum size for print and digital applications, in order to ensure legibility and visual presence.
• The size of the buffer zone for the crest version of the word mark is equal to 50% of the height of the crest. The buffer zone is always proportional to the size of the wordmark being used, and must not be altered or adjusted.
• When using the Dalla Lana School of Public Health wordmark, it should generally be used separately from the University crest. When doing so, please ensure that both wordmark and University crest are sized appropriately in proportion to one another. The wordmark should not be so large that it dominates the University crest, and vice versa. In special situations, for example when space may be limited, the crest wordmark can be used as an alternative.