IGA

📋 1 Guidelines

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Sector

Supermarket

Region

Usa

Guideline Year

2019

Language

English

Tags

Business

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • To establish a strong, cohesive brand identity that distinguishes the University of Michigan and reinforces brand awareness and loyalty through consistent communication and design standards for all university-related marketing and communications work [^1].
Core Values
  • inclusion
  • diversity
  • accessibility
  • safety
  • creativity
  • prestige
  • global outreach
  • accountability
  • unity
  • legibility
  • readability
  • simplicity
  • clarity
  • community engagement
  • innovation
  • excellence
  • tradition
  • wisdom
  • scholarly pursuits
  • caring
Target Audience
  • General audiences, university schools, colleges, departments, programs, professionals (both on and off campus) who do marketing and communications work, students, faculty, staff, and the broader community [^2].
Personality Traits
  • expressive
  • evocative
  • compelling
  • creative
  • diverse
  • prestigious
  • professional
  • authoritative
  • formal
  • collegiate
  • modern
  • clean
  • bold
Visual Identity Overview
  • The visual identity is defined by the use of the Block M logo, maize and blue color palette, clear and legible typography, clean layouts, and expressive photography. The brand emphasizes simplicity, clarity, and strong visual contrast, with strict guidelines for logo usage, color combinations, and accessibility to ensure consistency and inclusivity across all communications [^3].

Categories

Brand Imagery
  • Good photography is an integral part of our visual style. Photographs should embody our brand personality, capturing the University of Michigan spirit and the prestigious nature of the university. Photos should be expressive, evocative and compelling, communicating our creativity, diversity and commitment to global outreach.
  • Michigan Photography is dedicated to capturing the essence of U-M through the people, the events and the spirit that make Michigan great. Contact them today at 734-764-9217, umphotography@umich.edu or visit their website at photography.umich.edu to schedule a shoot.
  • SAFE RESEARCH, SMART RESEARCH: REINFORCING A CULTURE OF SAFETY IN MEDIA
  • When filming or taking photos of researchers at work, please be attentive to this concern. You can help to ensure the safety of researchers, others in the lab/field, and the work they are doing by: Reminding faculty, students and staff to wear their personal protective equipment, just as they would when working. Setting shots so that the use of this equipment is visible, helping audiences to see it as a standard part of the research process. Moving outside of the lab when you want shots such as portraits or informal groups, where the protective equipment would be a hindrance.
  • Safety is everyone’s responsibility -this includes those behind the lens as well.
  • Basic considerations for research and laboratory spaces with chemical or physical hazards present: Laboratories All individuals should be wearing safety glasses, whether doing work or not, when the setting depicts a laboratory environment or a situation where a hazard is present. Gloves and a lab coat should be worn by anyone handling chemicals. No food or drink should be present. Everyone in the shoot should be using personal protective equipment.
  • Other Locations Appropriate personal protective equipment must be worn and protective barriers set in place when photos are taken in non-laboratory locations such as field work settings or “digs” that involve human/animal remains. Appropriate equipment and barriers are required in many settings to:-Prevent falls-Protect people in or near trenches that are not properly sloped or shored­Protect people around hazardous equipment, on boats, on roofs, and in similar situations
  • For general media-related safety questions or clarification about research safety images and videos, contact imagesafety@umich.edu.
  • The Environment, Health & Safety team at the University of Michigan is available to provide advice and review materials for individuals across campus.
  • Visit ehs.umich.edu to learn more.
Color Palette
  • ONE MAIZE. ONE BLUE. ONE BRAND.
  • Maize and blue play a vital role in establishing a clear and powerful image and in defining the University of Michigan brand identity.
  • Our signature color palette of Michigan Maize and Blue creates a powerful differentiator for our brand. Using this palette appropriately and consistently creates an additional layer of distinction.
  • Signature colors may be used extensively both for large areas of color and as accent colors.
  • PRIMARY PALETTE -LOGO SIGNATURE COLORS
  • Maize PMS: 7406 CMYK: CO, M18, Y100 KO #FFCB05
  • Blue PMS: 282 CMYK: C100, M60, YO K60 #00274C
  • SECONDARY PALETTE — SUPPORTING COLORS
  • The colors in our supporting palette were chosen to complement our primary palette of maize and blue, providing additional range to the brand experience. They work well as accent colors or as backgrounds behind typography or graphics, but should never replace the primary palette as the main color(s) of a design. NOTE: While these colors are recommended rather than mandated, we strongly encourage you to use them.
  • Tappan Red PMS: 484 CMYK: C8, M92, Y100, K33 #9a3324
  • Ross Orange PMS: 1595 CMYK: C0, M71, Y100, K3 #d86018
  • Wave Field Green PMS: 398 CMYK: C14, M6, Y100, K24 #a5a508
  • Rackham Roof Green PMS: 5565 CMYK: C44, M12, Y34, K24 #75988d
  • Taubman Teal PMS: 326 CMYK: C81, M0, Y39, K0 #00b2a9
  • Arboretum Blue PMS: 660 CMYK: C88, M50, Y0, K0 #2f65a7
  • A2 Amethyst PMS: 2603 CMYK: C72, M99, Y0, K3 #702082
  • Matthaei Violet PMS: 668 CMYK: C70, M77, Y7, K23 #575294
  • SECONDARY PALETTE — NEUTRAL COLORS
  • UMMA Tan PMS: 7502 CMYK: C6, M14, Y39, K8 #cfc096
  • Burton Tower Beige PMS: 451 CMYK: C21, M15, Y54, K31 #9b9a6d
  • Angell Hall Ash PMS: PANTONE Warm Gray 6 CMYK: C14, M19, Y21, K39 #989c97
  • Law Quad Stone PMS: PANTONE Warm Gray 11 CMYK: C26, M36, Y38, K68 #80764b
  • Diag M Metallic PMS: 872
  • Puma Black PMS: PANTONE Black 6 CMYK: C100, M79, Y44, K93 #131516
  • When designing for the web, all content must conform to the accessibility standards set by the university’s ITS accessibility team.
  • Based on Web Content Accessibility Guidelines (WCAG 2.0), the criteria for level AA requires a contrast ratio of at least 4.5:l for normal text and 3:1 for larger text, greater than 24px or l9px and bold. The chart below provides approved brand color combinations that meet WCAG 2.0 level AA standards.
  • This quick-reference chart shows which colors provide enough contrast to be used as text against a light background, and which colors don’t have enough contrast to be readable as text but could be used as a background.
  • Maize PMS: 7406 CMYK: CO, M18, Y100 KO #FFCB05 WEB ACCESSIBLE COMBINATION: Blue (#00274C)
  • Blue PMS: 282 CMYK: C100, M60, YO K60 #00274C WEB ACCESSIBLE COMBINATION: Yellow (#FFCB05) Aa White (#FFFFFF)
  • Tappan Red PMS: 484 CMYK: C8, M92, Y100, K33 #9a3324 WEB ACCESSIBLE COMBINATION: White (#FFFFFF)
  • Ross Orange PMS: 1595 CMYK: C0, M71, Y100, K3 #d86018 WEB ACCESSIBLE COMBINATION: Black (#000000)
  • Wave Field Green PMS: 398 CMYK: C14, M6, Y100, K24 #a5a508 WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Rackham Roof Green PMS: 5565 CMYK: C44, M12, Y34, K24 #75988d WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Taubman Teal PMS: 326 CMYK: C81, M0, Y39, K0 #00b2a9 WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Arboretum Blue PMS: 660 CMYK: C88, M50, Y0, K0 #2f65a7 WEB ACCESSIBLE COMBINATION: White (#FFFFFF)
  • A2 Amethyst PMS: 2603 CMYK: C72, M99, Y0, K3 #702082 WEB ACCESSIBLE COMBINATION: White (#FFFFFF) Maize (#FFCB05)
  • Matthaei Violet PMS: 668 CMYK: C70, M77, Y7, K23 #575294 WEB ACCESSIBLE COMBINATION: White (#FFFFFF) Maize (#FFCB05)
  • UMMA Tan PMS: 7502 CMYK: C6, M14, Y39, K8 #cfc096 WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Burton Tower Beige PMS: 451 CMYK: C21, M15, Y54, K31 #9b9a6d WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Angell Hall Ash PMS: PANTONE Warm Gray 6 CMYK: C14, M19, Y21, K39 #989c97 WEB ACCESSIBLE COMBINATION: Black (#000000) Blue (#00274c)
  • Law Quad Stone PMS: PANTONE Warm Gray 11 CMYK: C26, M36, Y38, K68 #80764b WEB ACCESSIBLE COMBINATION: White (#FFFFFF)
  • Puma Black PMS: PANTONE Black 6 CMYK: C100, M79, Y44, K93 #131516 WEB ACCESSIBLE COMBINATION: White (#FFFFFF) Maize (#FFCB05)
Typography
  • Typography is a powerful tool. When used effectively, the right font commands attention, elicits emotions and above all creates a voice. It’s why typography is such an essential component of our brand’s visual identity.
  • LEGIBILITY Legibility refers to the design of the typeface -the width of the strokes, whether or not it has serifs, the presence of novel type design elements, etc. It is easy to tell one letterform from another in a legible typeface.
  • Choose typefaces with conventional letterforms.
  • Choose typefaces with generous spacing.
  • Choose typefaces with a tall x-height (the height of lowercase letters in relation to uppercase).
  • READABILITY How your type is set, combined with the overall legibility of the font, yields a certain level of readability. In most cases, communication comes before style -form follows function -so resolve readability first.
  • Choose typefaces that were designed for your purpose. If a typeface was designed for signage, it may not work well as the body copy in a book.
  • Align text to “ragged right” for comfortable word spacing online to avoid “rivers.”
  • Make sure the leading (the amount of space between lines of text) is greater than the point size of your typeface.
  • FONT RECOMMENDATIONS GENERAL USE TYPEFACES: IBM Plex super family Montserrat Nunito Sans Merriweather DISPLAY TYPEFACES: Playfair Display Oswald
  • The fonts listed here are all available free of charge. The University of Michigan does not have licensed fonts for use campuswide, so any additional typefaces desired must be purchased by the individual units.
  • FONTS These days we have access to countless fonts in myriad styles and weights. So it’s impossible to pick one minimum size to ensure readability for every possible font option. But here are some general principles: Legibility. Use a sans serif font for the main body of text whenever possible, since they’re more readable. Simple serif fonts can be used, but dramatic thicks and thins and exaggerated serifs are hard to read. Fonts with large x-heights are easier to read.
  • Use at least 12-point type for body copy when possible. If you have to use 10-point type, make sure it has a large x-height. Footnotes and photo credits should be no smaller than 8-point. Set leading at least 20–25% greater than the font size. Extra leading helps readers maintain their place and move smoothly through content.
  • Roman fonts are preferred. Avoid italics and all caps. Be sure underlining does not connect with the bases of letters.
  • Avoid hyphenation.
  • Limit decorative fonts and type-on-path text elements. Make sure any words treated decoratively are repeated within the main body of text.
  • Try to avoid placing text blocks over photographs, illustrations or other graphics. It can be difficult to ensure enough contrast against non-solid backgrounds.
  • Keep the organization of content straightforward. Use headings to break up copy and enhance readability and comprehension. Make sure headings are descriptive of the text that follows them.
  • Ensure paragraphs have consistent letter spacing and word spacing. Set type flush-left/ ragged-right; justified text can decrease readability. Optimum line length is 8–12 words (approximately 60 characters).
  • Avoid visual clutter and maximize white space. People with low vision and those with cognitive disabilities benefit from ample white space.
Logo Usage
  • University of Michigan has four official marks — the primary logo, the horizontal logo, the secondary mark and the University Seal. The primary and horizontal logos are used to definitively identify the university when marketing/communicating to general audiences. The secondary mark (the Block M) is reserved for audiences already familiar with the university. The University Seal is reserved for presidential and regental use only.
  • The primary logo is the main identifier for the University of Michigan. The primary logo, horizontal logo or unit logo must appear on all publications, websites and other visual communications developed by U-M.
  • The University of Michigan logo was carefully designed based on the proportions of the copyrighted Block M. Each element was sized, placed and colored for maximum visibility and legibility.
  • • Do not modify the size, position, color or relationship of any of these elements.
  • • Use only official, unaltered logos/marks and signatures designed to approved specs. Do not recreate logos/marks.
  • • Only use University of Michigan logos/marks on official communications, partnerships and sponsorships. U-M does not generally allow use of its logos/marks for projects not affiliated with the university, other than commercial products licensed through IMG Licensing, U-M’s licensing partner.
  • Always position the logo for maximum impact and give it plenty of room to help to ensure visibility and legibility.
  • The minimum clear space for the University of Michigan logo is defined as twice the height of the block serif. Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most printed communications. In that regard, the clear space rule should be maintained as the logo is proportionately enlarged or reduced in size.
  • x = internal breathing space based on the size of the serif
  • 2x = external safe space to aid readability and ensure no other graphic becomes visually attached to the official identity
  • 2x = external safe space to ensure nothing comes close enough to make the Block M look like part of a larger graphic
  • When reproducing the primary logo, be conscious of its size and legibility-a signature that is too small doesn’t serve any useful communication function. The primary logo should never ap­pear less than 3/4" tall in printed materials, and no less than 75 px tall in the digital realm. A logo signature may be reduced 3/8" tall in print, and 36 px digitally.
  • Print: 3/4" Web:75 px
  • You may not alter the logo in any way. Specifically:
  • DO NOT modify, redesign, redraw, animate, distort or alter the proportions of the logo
  • DO NOT add words, images, or other design elements or effects to the logo, or add the logo to another graphic
  • DO NOT modify the size or position relationship of any element within the logo
  • DO NOT replace the official typeface with any other
  • DO NOT rotate or render the logo three-dimensionally
  • We’re proud of our primary logo and secondary mark and want to ensure that they are used appropriately. There are various logo/mark kits available for download on the brand website, as well as guidelines for their use.
  • Primary Logo: Use this version of the primary logo for 4-color applications (or 2-color printing on white).
  • Primary Logo with outline: This primary logo has a thin white rule around the edge. Use it when placing the logo on a dark background.
  • Blue Logo: This blue­and-white version of the primary logo should be used when only one of the university’s primary colors is available.
  • Blue Logo with outline: This blue-and-white version of the primary logo should be used when only one of the university’s primary colors is available and placing the logo on a dark background.
  • Black Logo: This black­and-white version of the primary logo is used for applications like newspaper advertising.
  • Black Logo with outline: This black-and-white version of the primary logo is used for applications like newspaper advertising and placing the logo on a dark background.
  • Full Color: The horizontal logo is for use only when vertical space is at a premium and horizontal layout fits better with design.
  • Reversed: The reversed versions of the horizontal logo is for use on dark backgrounds.
  • Blue: This single-color version of the horizontal logo should only be used when only one of the university’s primary colors is available.
  • Black: This black-and-white version of the horizontal logo is used for applications like newspaper advertising.
Tone And Messaging
  • Typography is a powerful tool. When used effectively, the right font commands attention, elicits emotions and above all creates a voice. It’s why typography is such an essential component of our brand’s visual identity.
  • Choose typefaces with conventional letterforms.
  • Choose typefaces with generous spacing.
  • Choose typefaces with a tall x-height (the height of lowercase letters in relation to uppercase).
  • Choose typefaces that were designed for your purpose. If a typeface was designed for signage, it may not work well as the body copy in a book.
  • Align text to “ragged right” for comfortable word spacing online to avoid “rivers.”
  • Make sure the leading (the amount of space between lines of text) is greater than the point size of your typeface.
  • Read more about language on the brand site’s editorial resources page.
  • Know your audience. Write for them, not for the experts.
  • Keep the message short and simple.
  • Use short sentences, paragraphs and sections.
  • Avoid complex words and sentences. It’s better to avoid acronyms entirely, but if that’s not possible, define and/or spell them out at least once in the content, generally at the first mention.
  • Steer clear of “internal speak” and confusing jargon. Use words your audience will understand and relate to.
  • Shorten and clarify complex material.
  • Add white space. People with low vision and those with cognitive disabilities benefit from ample white space.
  • Break up copy using headings to help readers navigate through content. Headings should be descriptive of the text that follows them.
  • Use the active voice instead of the passive.
Visual Style
  • Always position the logo for maximum impact and give it plenty of room to help to ensure visibility and legibility.
  • The minimum clear space for the University of Michigan logo is defined as twice the height of the block serif. Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most printed communications. In that regard, the clear space rule should be maintained as the logo is proportionately enlarged or reduced in size.
  • x = internal breathing space based on the size of the serif
  • 2x = external safe space to aid readability and ensure no other graphic becomes visually attached to the official identity
  • 2x = external safe space to ensure nothing comes close enough to make the Block M look like part of a larger graphic
  • When reproducing the primary logo, be conscious of its size and legibility-a signature that is too small doesn’t serve any useful communication function. The primary logo should never ap­pear less than 3/4" tall in printed materials, and no less than 75 px tall in the digital realm. A logo signature may be reduced 3/8" tall in print, and 36 px digitally.
  • Print: 3/4" Web:75 px
  • You may not alter the logo in any way. Specifically:
  • DO NOT modify, redesign, redraw, animate, distort or alter the proportions of the logo
  • DO NOT add words, images, or other design elements or effects to the logo, or add the logo to another graphic
  • DO NOT modify the size or position relationship of any element within the logo
  • DO NOT replace the official typeface with any other
  • DO NOT rotate or render the logo three-dimensionally
  • You may not alter the mark in any way. Specifically:
  • DO NOT modify, redesign, redraw, distort or alter the proportions of the mark
  • DO NOT add words, images, or other design elements or effects to the mark, or add the mark to another graphic
  • DO NOT use any part of the mark as part of another word
  • DO NOT rotate or render the mark three-dimensionally
  • Maize and blue play a vital role in establishing a clear and powerful image and in defining the University of Michigan brand identity.
  • Our signature color palette of Michigan Maize and Blue creates a powerful differentiator for our brand. Using this palette appropriately and consistently creates an additional layer of distinction.
  • Signature colors may be used extensively both for large areas of color and as accent colors.
  • The colors in our supporting palette were chosen to complement our primary palette of maize and blue, providing additional range to the brand experience. They work well as accent colors or as backgrounds behind typography or graphics, but should never replace the primary palette as the main color(s) of a design. NOTE: While these colors are recommended rather than mandated, we strongly encourage you to use them.
  • Typography is a powerful tool. When used effectively, the right font commands attention, elicits emotions and above all creates a voice. It’s why typography is such an essential component of our brand’s visual identity.
  • Choose typefaces with conventional letterforms.
  • Choose typefaces with generous spacing.
  • Choose typefaces with a tall x-height (the height of lowercase letters in relation to uppercase).
  • Choose typefaces that were designed for your purpose. If a typeface was designed for signage, it may not work well as the body copy in a book.
  • Align text to “ragged right” for comfortable word spacing online to avoid “rivers.”
  • Make sure the leading (the amount of space between lines of text) is greater than the point size of your typeface.
  • Good photography is an integral part of our visual style. Photographs should embody our brand personality, capturing the University of Michigan spirit and the prestigious nature of the university. Photos should be expressive, evocative and compelling, communicating our creativity, diversity and commitment to global outreach.
Layout And Composition
  • Always position the logo for maximum impact and give it plenty of room to help to ensure visibility and legibility.
  • The minimum clear space for the University of Michigan logo is defined as twice the height of the block serif. Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most printed communications. In that regard, the clear space rule should be maintained as the logo is proportionately enlarged or reduced in size.
  • x = internal breathing space based on the size of the serif
  • 2x = external safe space to aid readability and ensure no other graphic becomes visually attached to the official identity
  • 2x = external safe space to ensure nothing comes close enough to make the Block M look like part of a larger graphic
  • When reproducing the primary logo, be conscious of its size and legibility-a signature that is too small doesn’t serve any useful communication function. The primary logo should never ap­pear less than 3/4" tall in printed materials, and no less than 75 px tall in the digital realm. A logo signature may be reduced 3/8" tall in print, and 36 px digitally.
  • Print: 3/4" Web:75 px
  • You may not alter the logo in any way. Specifically:
  • DO NOT modify, redesign, redraw, animate, distort or alter the proportions of the logo
  • DO NOT add words, images, or other design elements or effects to the logo, or add the logo to another graphic
  • DO NOT modify the size or position relationship of any element within the logo
  • DO NOT replace the official typeface with any other
  • DO NOT rotate or render the logo three-dimensionally
  • You may not alter the mark in any way. Specifically:
  • DO NOT modify, redesign, redraw, distort or alter the proportions of the mark
  • DO NOT add words, images, or other design elements or effects to the mark, or add the mark to another graphic
  • DO NOT use any part of the mark as part of another word
  • DO NOT rotate or render the mark three-dimensionally
Accessibility Guidelines
  • When designing for the web, all content must conform to the accessibility standards set by the university’s ITS accessibility team.
  • Based on Web Content Accessibility Guidelines (WCAG 2.0), the criteria for level AA requires a contrast ratio of at least 4.5:l for normal text and 3:1 for larger text, greater than 24px or l9px and bold. The chart below provides approved brand color combinations that meet WCAG 2.0 level AA standards.
  • This quick-reference chart shows which colors provide enough contrast to be used as text against a light background, and which colors don’t have enough contrast to be readable as text but could be used as a background.
  • Maize PMS: 7406 CMYK: CO, M18, Y100 KO #FFCB05 ■ Blue (#00274C)
  • Blue PMS: 282 CMYK: C100, M60, YO K60 #00274C ■ Yellow (#FFCB05) Aa ■ White (#FFFFFF) I J
  • The colors in our supporting palette were chosen to complement our primary palette of maize and blue, providing additional range to the brand experience. They work well as accent colors or as backgrounds behind typography or graphics, but should never replace the primary palette as the main color(s) of a design. NOTE: While these colors are recommended rather than mandated, we strongly encourage you to use them.
  • Tappan Red PMS: 484 CMYK: C8, M92, Y100, K33 #9a3324 Aa Aa White (#FFFFFF)
  • Ross Orange PMS: 1595 CMYK: C0, M71, Y100, K3 #d86018 Aa Black (#000000)
  • Wave Field Green PMS: 398 CMYK: C14, M6, Y100, K24 #a5a508 Aa Aa Black (#000000) Blue (#00274c)
  • Rackham Roof Green PMS: 5565 CMYK: C44, M12, Y34, K24 #75988d Aa Aa Black (#000000) Blue (#00274c)
  • Taubman Teal PMS: 326 CMYK: C81, M0, Y39, K0 #00b2a9 Aa Aa Black (#000000) Blue (#00274c)
  • Arboretum Blue PMS: 660 CMYK: C88, M50, Y0, K0 #2f65a7 Aa Aa White (#FFFFFF)
  • A2 Amethyst PMS: 2603 CMYK: C72, M99, Y0, K3 #702082 Aa Aa White (#FFFFFF) Maize (#FFCB05)
  • Matthaei Violet PMS: 668 CMYK: C70, M77, Y7, K23 #575294 Aa Aa White (#FFFFFF) Maize (#FFCB05)
  • UMMA Tan PMS: 7502 CMYK: C6, M14, Y39, K8 #cfc096 Aa Aa Black (#000000) Blue (#00274c)
  • Burton Tower Beige PMS: 451 CMYK: C21, M15, Y54, K31 #9b9a6d Aa Aa Black (#000000) Blue (#00274c)
  • Angell Hall Ash PMS: PANTONE Warm Gray 6 CMYK: C14, M19, Y21, K39 #989c97 Aa Aa Black (#000000) Blue (#00274c)
  • Law Quad Stone PMS: PANTONE Warm Gray 11 CMYK: C26, M36, Y38, K68 #80764b Aa Aa White (#FFFFFF)
  • Puma Black PMS: PANTONE Black 6 CMYK: C100, M79, Y44, K93 #131516 Aa Aa White (#FFFFFF) Maize (#FFCB05)
  • “Accessibility” is the inclusive practice of designing so people with disabilities can engage equitably. That’s a large slice of the population: according to Census Bureau data, nearly 30% of people in the United States and about one in 6 worldwide have a disability.
  • As a public institution, the University of Michigan must comply with the accessibility standards set by WCAG 2.0 (Web Content Accessibility Guidelines). But making content accessible is also an essential part of our culture of inclusion at U-M, and another example of our commitment to diversity, equity and inclusion.
  • Accessible technology has led to innovations like Siri, speech-to-text dictation, touchscreen devices and much more. It’s helped increase usability and user experience, and improved the quality of code. And accessible design often breeds innovative technology.
  • If you have accessibility questions, there is a web accessibility working group on campus you can contact for help. You can also email the accessibility@umich.edu group, which includes staff from the Office for Institutional Equity (OIE) and ITS, who can answer questions; they can also add you to the MCommunity Group for the Web Accessibility Working Group.
  • Some content in this section was adapted from the ITS About Accessibility website. To learn more, please visit IT Accessibility at the University of Michigan.
  • Most people think of websites when they think of accessibility. But printed materials should also be accessible. And there are things U-M communicators can and should be doing to achieve that objective. Since the ADA does not yet provide guidance about print, the guidelines below are U-M accessibility and design experts’ best-practice recommendations.
  • Overall, we aim to create attractive, legible and readable materials to engage the widest range of users. This means considering accessibility before, and during, the design process and being open to requests for alternative versions.
  • The best way to ensure accessible print materials is to offer alternate modalities — electronic files, audio versions, Braille, large-print or alternate-contrast versions (such as low-contrast versions or reverse-contrast type versions) — and advertise the availability of those alternatives.
  • You can also improve your print materials by following these guidelines:
  • Legibility.
  • Use a sans serif font for the main body of text whenever possible, since they’re more readable. Simple serif fonts can be used, but dramatic thicks and thins and exaggerated serifs are hard to read. Fonts with large x-heights are easier to read.
  • Use at least 12-point type for body copy when possible. If you have to use 10-point type, make sure it has a large x-height. Footnotes and photo credits should be no smaller than 8-point. Set leading at least 20–25% greater than the font size. Extra leading helps readers maintain their place and move smoothly through content.
  • Roman fonts are preferred. Avoid italics and all caps. Be sure underlining does not connect with the bases of letters.
  • Avoid hyphenation.
  • Readability.
  • Bright white paper can produce excessive glare. Choose a dull-finish, smooth paper heavy enough to prevent showthrough if your piece is two-sided.
  • Limit decorative fonts and type-on-path text elements. Make sure any words treated decoratively are repeated within the main body of text.
  • Try to avoid placing text blocks over photographs, illustrations or other graphics. It can be difficult to ensure enough contrast against non-solid backgrounds.
  • Simplicity.
  • If folds are necessary, they should be simple and intuitive, like the popular folds shown here.
  • Keep the organization of content straightforward. Use headings to break up copy and enhance readability and comprehension. Make sure headings are descriptive of the text that follows them.
  • Ensure paragraphs have consistent letter spacing and word spacing. Set type flush-left/ ragged-right; justified text can decrease readability. Optimum line length is 8–12 words (approximately 60 characters).
  • Avoid visual clutter and maximize white space. People with low vision and those with cognitive disabilities benefit from ample white space.
  • Read more about language on the brand site’s editorial resources page.
  • Know your audience. Write for them, not for the experts. There are many resources that can help, including this one from WebAIM. In general:
  • • Keep the message short and simple.
  • • Use short sentences, paragraphs and sections.
  • • Avoid complex words and sentences. It’s better to avoid acronyms entirely, but if that’s not possible, define and/or spell them out at least once in the content, generally at the first mention.
  • • Steer clear of “internal speak” and confusing jargon. Use words your audience will understand and relate to.
  • • Shorten and clarify complex material.
  • • Add white space. People with low vision and those with cognitive disabilities benefit from ample white space.
  • Break up copy using headings to help readers navigate through content. Headings should be descriptive of the text that follows them.
  • Use the active voice instead of the passive.
  • Welcome Accessibility.
  • The University of Michigan values diversity in all forms. It is up to us to create a culture of caring and accountability around accessibility. Create plans for providing alternatives, and processes that members of the community can follow to request accessible materials.
  • Increased Budget.
  • Plan for adequate paper size and stock, high-quality images, alternate formats and the extra time and funding needed for creating additional formats.
  • Extended Schedule.
  • Allow sufficient time for the creation of alternate formats — including proofing and review by an accessibility expert.
🐛 Report