Johnson & Wales University

Official Websites

• https://www.jwu.edu
• https://wildcats.jwu.edu
• https://jwuconnect.com
• http://www.jwu.edu

Brand Guidelines

2019

Brand Summary

Mission

• A strong visual identity contributes to the power of the Johnson & Wales University brand. It strengthens JWU’s ability to recruit outstanding faculty, students and staff, engages alumni, and enhances the brand’s value and reputation worldwide [^1].

Core Values

• integrity
• consistency
• community
• awareness
• recognition
• brand equity

Target Audience

• Faculty, students, staff, alumni, and the global community engaged with Johnson & Wales University [^2].

Personality Traits

• professional
• cohesive
• consistent
• engaging
• reputable

Visual Identity Overview

• The visual identity is built on carefully designed logos, typefaces, colors, and the treatment of photos and text. These elements are used consistently to create a coordinated presentation of JWU materials, reinforcing the brand. The primary colors are blue and white with a gold accent, and the brand uses specific typefaces and standardized templates for all communications [^3].

Categories

Brand Imagery

• The logo should always have a margin of clear space on all sides. The illustration below outlines the minimum unobstructed space required around the logo. This rationale should be applied to all uses of the logo. When the logo is used against a photographic background, care must be taken to select an area of the photo that is not a distraction to the logo’s legibility.
• The wordmark is only to be used in black, Pantone 662 or white as shown at right.
• The wordmark should never be used smaller than two inches wide.
• The university has artwork available for the wordmark. Do not attempt to typeset or redraw the wordmark.
• The crest may only be used in the colors shown at left in either full color or a screened tint.
• The crest can also be used overlying a photo or illustration for dramatic effect.
• The crest can be used at any scale, but only if the upper left quadrant of the crest is clearly intact and visible.
• The crest can crop or bleed off the right or bottom edges only, and only if the upper left quadrant of the crest is clearly intact and visible.
• The crest has a minimum size of one inch.

Color Palette

• The university has developed a specific color palette that is a critical element to our branding system and must be used whenever possible. The university’s primary colors are blue and white with a gold accent color.
• A palette of secondary accent colors was selected to complement our primary color palette. Secondary colors may be used to enrich designs, but must never be used to color essential JWU brand elements, such as the logo or crest.
• These palettes are designed to ensure color consistency in all applications and across all media. Print and electronic applications, however, require different color mode files for accurate reproduction, so it’s important to select the right color mode file for your use.
• When specifying color, your application (print, electronic, etc.) determines what the correct color mode should be.
• Print or electronic applications require different color modes, so be sure to select the right color mode files for proper color reproduction in your project.
• There are only three modes that color can be reproduced in: Pantone Matching System colors (PMS) Process colors (CMYK) Red/Green/Blue colors (RGB)
• For Print Use: Use only CMYK or PMS color mode files.
• For Electronic Use: Use only RGB color mode files.
• Pantone 662 blue, black or white are the only acceptable colors for depicting the logo in one color. The Pantone 662 and black versions should only be used in a one- or two-color print environment.
• The only acceptable colors for reproduction are Pantone 662 blue and Pantone 124 gold, or Pantone 662 blue, black, or white against a field of Pantone 662 blue, as shown below.
• The only color exceptions are for use on official stationery for university executives, specifically the chancellor, the chancellor emeritus, and the chairman of the board of trustees. In these specific instances the university seal can be foil-stamped in matte blue and gold foils.
• The wordmark is only to be used in black, Pantone 662 or white as shown at right.
• Secondary colors may be used to enrich designs, but must never be used to color essential JWU brand elements, such as the logo or crest.

Typography

• Johnson & Wales University endorses the use of certain typefaces that are preselected to complement our brand and critical to our messaging. The consistent use of typography on all of our branding elements will help to develop a uniform look across all of our visual materials.
• There are four university typefaces. Each one has different subset fonts that make up the typeface, with the exception of the athletic typeface which has only one font. Together, these four typefaces allow us to address the needs of a wide array of university-produced materials.
• The brand typefaces for Johnson & Wales University are Minion Pro and Frutiger.
• Frutiger, however, is reserved solely for use in marketing communications materials created by University Communications, and is not installed on most university computers.
• For all other university materials, please use Myriad Pro as the substitute typeface for Frutiger.
• Both Minion Pro and Myriad Pro should already be installed on all Mac and PC computers universitywide.
• If one or both of these typefaces are missing, please contact IT at it.jwu.edu to have them installed.
• Frutiger or Myriad Pro are the preferred font for all headlines or subheads.
• Bold or black is the preferred font weight.
• Subheads may be the same point size as the text, or up to 3 points larger than the text, maximum.
• Both Minion Pro and Myriad Pro are acceptable typefaces for text usage.
• Minion Pro is desirable for longer text sections, Myriad Pro for shorter text.
• Roman or Regular are the only acceptable font weights for text.
• Do not set text type in sizes smaller than 9 point.
• Smaller point sizes such as 7 point are acceptable for captions or footnotes.
• For ease of reading, make sure there is adequate space between the lines of text (known as leading).
• A good rule of thumb is a minimum leading of 10 percent of the point size for columns with shorter widths (example: 9 point text on 10 point leading).
• For wider columns increase the leading to between 20 percent and 30 percent of the text point size (example: 9-point text on 11 or 12 point leading).
• The wider the text column, the more leading needed between lines to make the text readable.
• Frutiger is the typeface of choice for use in branded materials, especially when smaller blocks of text will be used. It is recommended for use in headlines and subheads or in areas of emphasis, such as quotations. Frutiger is designed to work well in constructing documents with different levels of information.
• On Macintosh systems using Adobe applications, always select bold or italic fonts in the font window. This will produce optimal results.
• In many Windows® applications, instead of every font appearing on the menu, only italic styles and the bold weight are accessible by using the style buttons. Never use these. Use the actual font instead.
• OpenType (.otf) fonts are cross-platform fonts that work equally well on both PC and Mac systems. Johnson & Wales University always uses OpenType fonts.
• Minion Pro is recommended for longer blocks of text and presents nicely when smaller font sizes are in order. An elegant typeface that complements Frutiger well, Minion Pro can also be used in larger point sizes if required or preferred.
• Myriad Pro is an alternative typeface selection to Frutiger. It should only be used when the Fruitger typeface is not available. As a substitute, Myriad Pro has many of the same qualities as Frutiger and will serve the JWU brand equally well. Frutiger, however, is the first choice in all circumstances when available.
• JWU Wildcats is a typeface with only one font as shown here. There are no lowercase letters, italics or various weight options. Do not attempt to create additional styling of the font other than what is offered here.

Logo Usage

• The university logo is our primary identifier. It consists of two elements: the crest and the wordmark. The logo elements must not be altered in any way. They have been carefully designed to work in all environments. Artwork is available for all scenarios, eliminating any need to create a specialized logo.
• The preferred configuration for the university logo is the horizontal format, which should be used in most applications. The stacked version is reserved for architectural applications and where there are format constraints.
• The elements that make up our logo are shown below. The relationship of these elements should never be altered for any reason. The crest and wordmark can be used as separate graphic elements.
• The logo should always have a margin of clear space on all sides. The illustration below outlines the minimum unobstructed space required around the logo. This rationale should be applied to all uses of the logo. When the logo is used against a photographic background, care must be taken to select an area of the photo that is not a distraction to the logo’s legibility.
• Logo shown at minimum size of 2.25 inches.
• The wordmark is only to be used in black, Pantone 662 or white as shown at right.
• The wordmark should never be used smaller than two inches wide.
• The university has artwork available for the wordmark. Do not attempt to typeset or redraw the wordmark.
• The crest may only be used in the colors shown at left in either full color or a screened tint.
• The crest can also be used overlying a photo or illustration for dramatic effect.
• The crest can be used at any scale, but only if the upper left quadrant of the crest is clearly intact and visible.
• The crest can crop or bleed off the right or bottom edges only, and only if the upper left quadrant of the crest is clearly intact and visible.
• The crest has a minimum size of one inch.

Visual Style

• The university logo is our primary identifier. It consists of two elements: the crest and the wordmark. The logo elements must not be altered in any way. They have been carefully designed to work in all environments. Artwork is available for all scenarios, eliminating any need to create a specialized logo.
• The preferred configuration for the university logo is the horizontal format, which should be used in most applications. The stacked version is reserved for architectural applications and where there are format constraints.
• The elements that make up our logo are shown below. The relationship of these elements should never be altered for any reason. The crest and wordmark can be used as separate graphic elements.
• The logo should always have a margin of clear space on all sides. The illustration below outlines the minimum unobstructed space required around the logo. This rationale should be applied to all uses of the logo. When the logo is used against a photographic background, care must be taken to select an area of the photo that is not a distraction to the logo’s legibility.
• JOHNSON & WALES UNIVERSITY TWO INCH MINIMUM IN WIDTH
• The wordmark is only to be used in black, Pantone 662 or white as shown at right.
• The wordmark should never be used smaller than two inches wide.
• The university has artwork available for the wordmark. Do not attempt to typeset or redraw the wordmark.
• The crest may only be used in the colors shown at left in either full color or a screened tint.
• The crest can also be used overlying a photo or illustration for dramatic effect.
• The crest can be used at any scale, but only if the upper left quadrant of the crest is clearly intact and visible.
• The crest can crop or bleed off the right or bottom edges only, and only if the upper left quadrant of the crest is clearly intact and visible.
• The crest has a minimum size of one inch.

Layout And Composition

• The logo should always have a margin of clear space on all sides. The illustration below outlines the minimum unobstructed space required around the logo. This rationale should be applied to all uses of the logo. When the logo is used against a photographic background, care must be taken to select an area of the photo that is not a distraction to the logo’s legibility.
• The elements that make up our logo are shown below. The relationship of these elements should never be altered for any reason. The crest and wordmark can be used as separate graphic elements.
• The preferred configuration for the university logo is the horizontal format, which should be used in most applications. The stacked version is reserved for architectural applications and where there are format constraints.
• JOHNSON & WALES UNIVERSITY TWO INCH MINIMUM IN WIDTH
• The wordmark is only to be used in black, Pantone 662 or white as shown at right.
• The wordmark should never be used smaller than two inches wide.
• The university has artwork available for the wordmark. Do not attempt to typeset or redraw the wordmark.
• The crest may only be used in the colors shown at left in either full color or a screened tint.
• The crest can also be used overlying a photo or illustration for dramatic effect.
• The crest can be used at any scale, but only if the upper left quadrant of the crest is clearly intact and visible.
• The crest can crop or bleed off the right or bottom edges only, and only if the upper left quadrant of the crest is clearly intact and visible.
• The crest has a minimum size of one inch.

University Templates

• Templates are standardized formats that allow us to communicate the Johnson & Wales University brand with a unified visual identity. Approved templates are shown on the following pages for PowerPoint presentations, letterhead and stationery formats, envelopes, business cards, memos and fax forms. All JWU materials must use these approved designs and formats as depicted, which may not be altered or modified in any way.
• All templates are built to the 16x9 proportion. Do not alter the proportion or layout of these templates in any way.
• The fonts used in the templates are Minion Pro and Myriad Pro. Do not change the typeface or recommended type size in any way.
• All type shown is editable. You can type your own information directly into the template.
• The photos shown in the templates are placeholders only. You may select your own images that best support your presentation.
• Advancement between slides is done manually. You control the pace.
• Always use the Blank Slide at the start of your presentation. This slide moderates the glare of a blank white screen.
• Always use the Full Logo slide to begin the actual presentation.
• Always end your presentation with the JWU Acronym Slide.
• Animation transitions are built into a number of these slides. Do not alter these transitions.
• Should a new slide need to be created which requires animation, match the technique and pacing of animations already imbedded in the templates.
• Fade, Wipe or Cover or Uncover are the only animations styles permitted. These have horizontal motion. Do not use abrupt cuts or transitions that have vertical motion.
• University and campus-specific letter­head, memo and fax templates to use as a typing guide are available on the university J drive.
• Only JWU staff and faculty can access these files, from a JWU-networked computer.
• The path is: \jwu.edu\providence\University Communications \University DES\External Shared Folders\ JWU Graphic Standards\ University Templates\JWU Word Templates
• VP letter and memo templates are also available in university and campus specific formats.
• The VP letter template includes the individual’s name/title entry at the top right, thereby accommodating the need for only a signature at the end of the letter.
• These templates are designed to standardize the visual presentation of JWU stationery materials and allow the university to communicate with a singular, unified voice. All JWU correspondence must use these approved designs and formats as depicted.
• Standard formats allow us to communicate with a unified visual identity. Approved stationery formats are shown on below and on the following pages for letterhead, envelopes, and business cards. All JWU correspondence must use these approved designs and formats as depicted.
• Stationery and business card templates adhere to the same rules of use as university identifiers. Personalized stationery with the university seal is reserved for the chancellor and the chairman of the board of trustees. All other stationery and business cards use the university logo.
• Executive-level stationery for vice presidents, deans and higher-level positions, uses the university logo and a personalized name and title imprint. All other academic and administrative departments use the university logo without a personalized imprint.
• Letterhead templates include the four current campuses in the footer, in chronological order of openings along with other appropriate information.
• Most orders for letterhead, envelopes and business cards are to be placed on the university’s online order site. Please contact your campus procurement office to obtain information and password access to this site.

Additional Properties