McMaster University

Official Websites

• https://www.mcmaster.ca
• https://www.eng.mcmaster.ca
• http://accessibility.mcmaster.ca
• http://equity.mcmaster.ca/about-us
• http://www.mcmaster.ca

Brand Guidelines

2017

Brand Summary

Mission

• McMaster University is committed to advancing human and societal health and well-being by fostering collaboration across disciplines in a globally renowned, innovative education and research community [^1].

Core Values

• collaboration
• inclusiveness
• innovation
• optimism
• diversity
• community engagement
• integrity
• excellence

Target Audience

• Students, researchers, faculty, staff, alumni, and the broader community, including those seeking interdisciplinary education and research opportunities [^2].

Personality Traits

• optimistic
• direct
• team-focused
• clear
• impact-focused
• warm
• student-focused

Visual Identity Overview

• The visual identity is clean, modern, minimalistic, and professional, emphasizing clarity, institutional branding, and the ‘Brighter World’ concept. It uses vibrant color palettes, circles of light, radiance, and authentic imagery to convey collaboration, innovation, and positive impact [^3].

Categories

Brand Voice

• McMaster University speaks with a consistent voice across all print and digital communications -from websites to a-newsletters to advertising. This voice is the embodiment of McMaster’s distinct identity, as expressed in Patrick Deane’s “Forward with Integrity” letter, combined with the Brighter World vision and University Purpose Statement. Our tone, however, may vary depending on the audience. For example, a more conversational tone is used for social media; vivid adjectives and verbs for promotional copy; a direct, straightforward tone for web copy; and a more formal tone for official documents.
• Optimistic Direct Team-focused Focus on solutions more Get to the point. Avoid Where possible, put individual than problems. Frame unnecessary wordiness accomplishments in the subjects from a positive or hyperbole. context of a team effort. Avoid perspective rather than a “hero worship” approach a negative one. and, instead, acknowledge the Voice elements efforts of the group, community or faculty that helped make the Smart and purposeful, but never accomplishment possible. condescending: Speak from a place of knowledge and authority, yet remain open to new ideas and new ways of thinking or approaching a situation. Inform rather than dictate. Clear and Warm and Impact-focused stra i g htfo rwa rd student-focused When sharing specific Avoid jargon or wordiness. Use first-and second-person McMaster research stories, The most concise wording is language (“we,” “you,” where applicable, make often the most powerful. “us”) and contractions when reference to the impact, or appropriate. potential impact, of the work in contributing to a better world.
• The following words and phrases can help bring to life the message of “Brighter World.” Benefit the human condition Commitment to discovery Commitment to the public good Community engagement Exchange of ideas Foster connectivity Fuel research Ignite inspiration Illuminate solutions Inclusive outlook Intelligent dialogue International reach Kindle optimism Original thought and innovation Perspective across disciplines Pool ideas Reach worldwide Reflect insights Serve the greater good Shared purpose Shine light Smart collaboration Strength in diversity Spark ideas Make a global impact
• Civility Community Dialogue Excellence Ideas Ideals Impact Insight Integrity Network Optimism Originality Relationship Solutions Beneficial Brilliant Collaborative Cooperative Creative Diverse Global Inclusive Innovative Inspiring Intelligent Interactive Relevant Strong Stimulating Benefit Create Collaborate Cooperate Develop Discover Engage Excel Exchange Improve Innovate Inspire Respect Reimagine

Brand Imagery

• The Brighter World brand uses photography in a number of ways. Each treatment is distinct and has a specific purpose.
• Duotone images are black and white photos printed in two colours. In these images, coloured inks, rather than different shades of grey, are used to reproduce tinted greys. Please refer to pages 46 -48 for more information about duotones.
• Close-cropped images should reflect the Brighter World story being told in the piece of communication. The image chosen should have clear edges so it remains distinct against the white background.
• Photography plays a key part in McMaster University communications, so it is important that all photography consistently follows these Brighter World brand guidelines and portrays the University in an authentic way. All photographs featuring people should focus on real people, with diverse backgrounds and performing authentic activities. Images should always be inspiring and dynamic and should have a strong, clear composition. Photography should also capture the positive, optimistic spirit and energy of McMaster University. Subjects should not look posed and should look off the camera. Backgrounds can be out of focus. A “reportage”/“fly on the wall” style of photography may also be used, capturing real glimpses of people at work. People can appear in offices or on location.
• CLEAR SIMPLE MODERN HIGH CONTRAST REAL POSITIVE OPTIMISTIC INSPIRING STRONG CONSISTENT DIVERSE
• Original colour mode
• Full Colour, Close-cropped
• Duotone, Circle-cropped
• Close-cropping is not recommended for this image because of its complexity and for some parts of the image bleeding off the page.
• Before converting the greyscale image into the duotone, adjustment of the brightness and contrast is necessary
• Campus subjects may include McMaster University buildings and locations as well as scenes that reflect the diversity of the City of Hamilton, the McMaster campus, surrounding green space, historic buildings, urban spaces, water features; with or without people. With one of the most beautiful campuses in the country, the right lighting and composition will create dramatically beautiful images. Light should illuminate objects so that they don’t appear too dark or unclear, there should be a great deal of contrast and space in the frame. Strive for a harmonious colour palette and keep in mind that the image should easily translate into a duotone version. Don’t oversaturate the image. To further convey the Brighter World concept, increase the contrast to literally make the image “brighter.”
• Make any necessary adjustments to colour photos, such as contrast, sharpness, etc., after converting them from colour to greyscale mode and prior to creating a duotone. Images that have not been adjusted before changing to a duotone might be unclear if not photo-corrected. Not all images are suitable for this conversion. Please use images with high contrast, as shown on this page.
• If shot outdoors, try to emphasize the brightness of the sky, natural light sources. Feel free to retouch the background by brightening it, or adding the subtle lens flare.
• Emphasize plenty of natural light in a background ensuring that people in a foreground are clear and in focus.
• Supportive background images, bleeding off the page
• Our imagery should reinforce our “Brighter World” vision and values. Images should complement other elements in the layout, especially the colour circles in the composition. Most of all, images should provide a clear message.
• RECOMMENDED: • Convey strong sense of light • Show clear bright sky • Aim for interesting, asymmetric compositions • Maintain strong use of negative space • Prominently feature a person or people in a unique moment • Capture close-up and detailed images of your subject and their work • When photographing campus and grounds avoid distracting elements such as too much traffi c, parked cars, garbage cans. Use clear lighting and depth to emphasize the classical beauty of the architecture on campus • Do not crop the in-camera image too tightly. Shoot so the photograph can be cropped later with a wide view or a tight focus
• SPECIFICATIONS: • Take photos with high resolution — photos must be at a minimum resolution of 300 dpi
• TO BE AVOIDED: • Using unnatural or overly staged settings • Avoid dark, moody scenes and dull colours. Active or dark clouds should also be avoided unless absolutely necessary for the story telling • Subjects wearing logo-wear from other universities • Oversaturating images • Situations where safety procedures are not being followed
• SCIENCE AND TECHNOLOGY: • Use authentic equipment and materials • To ensure the accuracy of scientifi c or technology subjects or equipment in an image, have the photo approved by an appropriate subject matter expert within McMaster

Color Palette

• Strengthen the McMaster brand by consistently using the McMaster colour palette. The rich hues suggest tradition and solidity. These colours are all reflected in the McMaster logo, an essential element of our brand identity. McMaster Heritage Maroon PMS 222 is a key brand colour. Continue to use this Heritage colour for all applications where appropriate. The Brighter World colours are to be used in all brand communications in addition to the Heritage colours, please refer to page 40.
• Used in association with all McMaster materials.
• A tint is a screened (lighter) version of a colour Tints of the McMaster heritage colours are allowed only in tables and charts when information should be separated to increase the legibility or provide hierarchy of information.
• McMASTER HERITAGE MAROON PMS 222C PMS 136C PMS 431C PMS 222U PMS 122U PMS 432U CO Ml 00 YI 5 K60 (coated) CO M27 Y76 KO /coated) C45 M25 YI 6 K59 /coated) C26 M91 Y14 K35 (uncoated) CO M22 Y93 KO (uncoated) C69 M55 Y46 K13 (uncoated) R122 G0 860 R253 G191 B87 R94 G106 B113 HEX 7A003C HEX FD8F57 HEX 5E6A71
• NEW New grey PMS 431 has been chosen to replace the previously used lighter grey (PMS 430).
• McMaster Heritage Gold please note that colour formulas for the coated and uncoated paper are different.
• The Brighter World brand colours blend well with McMaster Maroon and Gold and provide a broadened range of colour options that renew McMaster’s image in a youthful way. This palette is intentionally vibrant and these hues complement each other and the Heritage Colour palette, reflecting the “Brighter World” brand story (see page 7) and spirit of collaboration at the university.
• Used for highlights and backgrounds in the duotone images.
• BRIGHTER WORLD YELLOW PMS 109C PMS 108U CO M9 Y100 KO /coated) CO M4 Y95 KO /uncoated) R254 G209 BO HEX FFD100
• BRIGHTER WORLD LIME PMS 584C PMS 584U C21 MO Y89 KO /coated) C16 M1 Y76 K2 /uncoated) R210 G215 885 HEX D2D755
• BRIGHTER WORLD SKY BLUE PMS 636C PMS 636U C39 MO Yl KO /coated) C36 MO Y9 KO /uncoated) R139 G211 8230 HEX 88D3E6
• The Darker Tones palette is intended to add contrast where a darker colour is necessary to retain clarity of detail in a photograph. Because of its strong impact, use the darker red judiciously.
• BRIGHTER WORLD RED PMS 187C PMS 187U C7 M100 Y82 K26 /coated) Cl M84 Y56 K16 (uncoated) R166 G25 846 HEX A6192E
• BRIGHTER WORLD GREEN PMS 7726C PMS 7726U C100 Mo Y93 K29 /coated) C97 MO Y86 K18 (uncoated) RO G/23 875 HEX 007848
• BRIGHTER WORLD BLUE PMS 7705C PMS 7705U C100 M13 Y5 K41 /coated) C95 MO Y6 K30 /uncoated) RO GI 12 8150 HEX 007096
• COOL GREY COOL Grey PMS 1C COOL Grey PMS 1U C4 M2 Y4 KB /coated) C4 M3 Y6 K9 (uncoated) R219 G219 B221 HEX DBDBDD
• The Brighter World highlights from the approved colour palette should only be used for the background circles, and the Brighter World darker shades can only be used to colour images. Please note that there are certain colour combinations that are not allowed since they don’t produce legible results. McMaster Maroon is the only other colour from the approved colour palette that is allowed to be used for the duotone.
• Do not use this colour combination.
• This colour combination requires maintaining an increased level of contrast, tinting of the colour background is allowed.
• ALLOWED TO USE: McMaster Maroon and the Brighter World Highlights to colour circular background supporting the text.
• DO NOT USE: the Brighter World Darker Tones to colour any backgrounds in the layout.
• ALLOWED TO USE: McMaster Cool Grey IC to highlight important information without distracting from the overall layout.

Typography

• The primary font, Univers Condensed, is a sans serif typeface with a clean, modern look. This typeface is ideal for newsletters, posters, magazines, or other publications intended for external audiences. To make pages easier to scan and read in depth, follow the guidelines below for creating a hierarchy of formatting. These guidelines can be adapted for your own use, but consistency throughout each piece is key. See below for minimum sizes and other measurements.
• MAIN HEADING Univers 57 Condensed, Sentence Case Size.· 38pt, Leading. 38pt, Tracking-25 : SUBHEADING 1 Univers 57 Condensed, Sentence Case Size: 16pt, Leading: 19pt, Tracking: -10 INTRODUCTION OR A QUOTE Univers 47 Light Condensed, Sentence Case Size.· 12pt, Leading. 16pt, Tracking-10 : QUOTES: Hanging quote marks SUBHEADING 2 Univers 57 Condensed, Caps Size: 9pt, Leading: 12pt, Tracking: 30 BODY COPY 1 Univers 47 Light Condensed, Sentence Case • Size: 9pt, Leading: 13pt, Tracking: 5 BODY COPY 2 Univers 57 Condensed, Sentence Case Size: 9pt, Leading: 13pt, Tracking; -15 NOTES, SMALL IMAGE CAPTIONS Univers 47 Light Condensed Oblique, Minimum size: 7.5pt, Leading: 9.5pt, Tracking: 0
• Main headings should be set in sentence case
• Introductory copy or a quote, with hanging quotation marks, should be typeset using an increased size, depending on the space available or a desired impact to be achieved.
• Lighter type weight is the most preferred for typesetting regular body copy because it creates a more sophisticated look and contrasts well with other elements on the page.
• Regular weight can be also used to emphasize more important fragments of the copy. If legibility of the copy might be compromised by the quality of reproduction, such as small newsprint ads, regular weight can be used over the light weight.
• This is an example of legal notes, small image caption or other supportive copy
• This is an example of a bulleted list, with bullets typeset 2 pt smaller.
• Highlighting URLs, such as mcmaster.ca, can be done using McMaster Maroon.
• BULLETED LIST Univers 47 Light Condensed Size 9pt, Leading 13pt, Tracking 5 Bullet size 7pt(2pt smaller) hanging punctuation URL Univers 47 Light Condensed McMaster Maroon
• HIGHLIGHTING IMPORTANT NUMBERS (where applicable): Univers 67 Bold Condensed, Caps, Size. 37pt, Tracking: 30 •
• SECTIONS: Univers 67 Bold Condensed, Caps, Size 17pt, Tracking: 30
• The secondary font, ITC Garamond, is a serif typeface that can be used for internal documents, letters, memos, articles and long-form printed pieces. This typeface should never replace the primary Univers Condensed.
• ITC Garamond Light, Sentence Case Size: 34pt, Leading: 36pt, Tracking: 0
• ITC Garamond Book, Sentence Case Size: 16pt, Leading: 19pt, Tracking: 0
• ITC Garamond Light, Sentence Case Size: 12pt, Leading: 16pt, Tracking: 0
• ITC Garamond Light, Caps Size: 9pt, Leading: 13pt, Tracking: 0
• ITC Garamond Light, Sentence Case Size: 9pt, Leading: 13pt
• ITC Garamond Italic, Minimum size: 8pt, Leading: 9.5pt, Tracking: 0
• Use bold sparingly for emphasis only, when required.
• This is an example of a bulleted list with bullets typeset 2 pt smaller.
• Highlighting URLs such as mcmaster.ca can be done using McMaster Maroon.
• BULLET LIST ITC Garamond Light, Size: 9pt, Leading: 13pt, Tracking :0, Bullet size: 7pt (2pt smaller), hanging punctuation, URL: Univers ITC Garamond Light, McMaster Maroon
• HIGHLIGHTING IMPORTANT NUMBERS (where applicable): ITC Garamond Bold Size. 34pt, Tracking SECTIONS: ITC Garamond Bold, Caps, Size 15pt, Tracking: 0
• Arial, a sans serif typeface, is a widely available, versatile typeface that is ideal for typesetting PowerPoint presentations or other similar materials. See below for an example of how a typographic hierarchy can improve readability. This is a suggestion only of how hierarchy can work, please adapt for your own purposes. Consistency within each piece, however, is key. For PowerPoint presentations, text on each slide should be kept to a minimum with a limited use of Arial Bold. McMaster Maroon can be used strategically to highlight important text.
• MAIN HEADING Arial Regular, Sentence Case Size: 33pt, Line Spacing: 1.0
• SUBHEADING 1 Arial Bold, Sentence Case Size: 16pt, Line Spacing: 1.0
• SUBHEADING 2 Arial Regular, Caps Size: 12pt, Line Spacing: 1.0
• BODY COPY Arial Regular Size: 16pt, Line Spacing: 1.0 Hanging punctuation
• SMALL SUBHEAD Arial Oblique, Sentence Case Size: 9.5pt, Line Spacing: 1.0
• A QUOTE: Arial Regular, Size: 16pt, Line Spacing: 1.0
• SECTIONS: Arial Bold, Size: 16pt, Line Spacing: 1.0, Caps
• Maintain a clean, modern and open style. Use best judgment when including graphic elements, additional lines or accent colours-don’t use all at once.
• Ensure white space is in balance with images, graphics, text.
• Left-align body copy.
• Use the McMaster solid Maroon colour strategically, to provide contrast.
• Allow your layout to “breathe” allow for plenty of white space.
• Use our grid to make sure all your type aligns both for readability and good design practice.
• As well as sizing for readability make sure text will display correctly.
• McMaster Maroon can be used in headlines.
• McMaster Maroon contrasts with opposite white pages and draws interest to the introductory copy on the left, balanced with the smaller image composition used as an accent to complement the story

Logo Usage

• The McMaster logo represents McMaster’s dedication to collaboration and our strong history of innovation. Therefore, it’s important that it appears on all official materials, documents or communications produced by or for the University. The McMaster logo consists of two elements: the McMaster lettering wordmark (in the Garamond typeface) and the shield. These elements have a fixed relationship and must never be separated, modified or altered in any way and must be presented in approved colours and font only as outlined in these guidelines. The McMaster logo may not be used for commercial use or by any unauthorized individual or organization.
• DONOT: Alter the size, relationship or position of the type or the shield in the McMaster logo Alter the colour of any part of the McMaster logo beyond the approved variations provided in this guideline Overprint type or photos, or place elements over the McMaster logo Add borders or other graphic elements to the McMaster logo Separate the elements of the McMaster logo
• In order to increase the legibility of McMaster brand elements and optimize for digital media, a darker grey PMS 431 has been chosen to replace the previously used lighter grey (PMS 430). The McMaster logo on this page and throughout this manual is now compliant with A0DA -Web Content Accessibility Guidelines (WCAG) 2.0 Level AM. Note that the previous lighter grey (PMS 430) is acceptable for materials created prior to June 2017. Visit accessibility.mcmaster.ca for more details. Please refer to page 39 for more information about the McMaster colour palette.
• Minimum size requirements have been created to ensure legibility of the McMaster logo and the tag line. However, the requirements may differ depending on medium and process being used for print. Always use vector-based master art for reproductions, this will ensure sharpness at any scale, especially at the minimum size. Attention must be paid to the legibility of the tagline. For this reason, the McMaster logo should never be smaller than the size specified below, when printed at the optimum resolution of at least 300 dpi, or on-screen when displayed on calibrated screen. If the tag line Brighter World is to be used in the application, it should be aligned with the baseline of the wordmark and equal to the height of the “n” in “University.”
• MINIMUM SIZE, PRINT When printed at the optimum resolution of at least 300 dpi 1 in
• OPTIMAL SIZE ON MOBILE: 100 px 100x56px (width x height) (recommended usage)
• MINIMUM SIZE ON MOBILE: 75 px 75x42px (width x height) (only to be used when there’s not enough real estate to accommodate for the optimal size)
• Always refer to the technical specifications provided in this guide. Units of measurement are based on the medium being used; for example, inches for print or pixels for on-screen applications.
• To ensure the integrity of the McMaster logo, it is surrounded with a clear space. Do not crowd this clear space with typography, imagery, or any other elements except in approved logo lockups. The following shows the minimum amount of clear space that should surround the McMaster logo. Please use the same guideline to maintain the protected space in other McMaster logo applications regardless of the number of colours being used to reproduce it.
• PROTECTED SPACE McMASTER LOGO As seen in this example, the clear space around the left, top, and right sides of the McMaster logo should be equal to the cap height of the “M’ The clear space measured from the baseline of the word “University” in the wordmark, should not be smaller than twice the height of the “M

Tone And Messaging

• McMaster University speaks with a consistent voice across all print and digital communications -from websites to a-newsletters to advertising. This voice is the embodiment of McMaster’s distinct identity, as expressed in Patrick Deane’s “Forward with Integrity” letter, combined with the Brighter World vision and University Purpose Statement. Our tone, however, may vary depending on the audience. For example, a more conversational tone is used for social media; vivid adjectives and verbs for promotional copy; a direct, straightforward tone for web copy; and a more formal tone for official documents.
• Optimistic: Focus on solutions more than problems. Frame subjects from a positive perspective rather than a negative one.
• Direct: Get to the point. Avoid unnecessary wordiness or hyperbole.
• Team-focused: Where possible, put individual accomplishments in the context of a team effort. Avoid a “hero worship” approach and, instead, acknowledge the efforts of the group, community or faculty that helped make the accomplishment possible.
• Smart and purposeful, but never condescending: Speak from a place of knowledge and authority, yet remain open to new ideas and new ways of thinking or approaching a situation. Inform rather than dictate.
• Clear and straightforward: Avoid jargon or wordiness. The most concise wording is often the most powerful.
• Warm and student-focused: Use first-and second-person language (“we,” “you,” “us”) and contractions when appropriate.
• Impact-focused: When sharing specific McMaster research stories, where applicable, make reference to the impact, or potential impact, of the work in contributing to a better world.
• The following words and phrases can help bring to life the message of “Brighter World.” Benefit the human condition; Commitment to discovery; Commitment to the public good; Community engagement; Exchange of ideas; Foster connectivity; Fuel research; Ignite inspiration; Illuminate solutions; Inclusive outlook; Intelligent dialogue; International reach; Kindle optimism; Original thought and innovation; Perspective across disciplines; Pool ideas; Reach worldwide; Reflect insights; Serve the greater good; Shared purpose; Shine light; Smart collaboration; Strength in diversity; Spark ideas; Make a global impact.
• NOUNS: Civility, Community, Dialogue, Excellence, Ideas, Ideals, Impact, Insight, Integrity, Network, Optimism, Originality, Relationship, Solutions. ADJECTIVES: Beneficial, Brilliant, Collaborative, Cooperative, Creative, Diverse, Global, Inclusive, Innovative, Inspiring, Intelligent, Interactive, Relevant, Strong, Stimulating. VERBS: Benefit, Create, Collaborate, Cooperate, Develop, Discover, Engage, Excel, Exchange, Improve, Innovate, Inspire, Respect, Reimagine.
• At McMaster University, we are committed to making this world a better place. How? By bringing together the best and brightest minds to collaborate and exchange ideas in an environment of openness and cooperation for the benefi t of all. To us, sharing perspectives and insights leads to smarter solutions and a more optimistic outlook — in short, a Brighter World.
• McMaster University is a globally renowned institution of higher learning and an innovative research community committed to advancing human and societal health and well-being. Our focus on collaboratively exchanging ideas and approaches makes us uniquely positioned to pioneer groundbreaking solutions to real-world problems leading to a Brighter World.
• Since 1887, McMaster University’s commitment to world-ranked scholarship has made a positive difference in the world. Our innovative, interdisciplinary approach to collaboration results in smarter insights, ground-breaking ideas and greater optimism. In short, it’s helping us create a Brighter World.
• At McMaster University, we believe that finding solutions to real-world problems depends on sharing creative, diverse thoughts and ideas. To us, collaborative thinking is a gateway to greater intelligence. And greater optimism. In short, it’s helping us create a Brighter World. Specifically, we are creating a Brighter World by encouraging collaboration across disciplines that shines new light on the world’s challenges. We facilitate astute, cross-faculty dialogue that helps us build a better future for all by advancing human and societal health and well-being. Our open, inclusive, supportive environment allows diverse groups of thinkers to collaborate, share insights and bring ideas to life that can change the world.

Brand Values

• At McMaster, students, researchers, faculty and staff collaborate across disciplines to explore and expand their potential in a globally renowned, innovative education and research community committed to advancing human and societal health and well-being.
• How do we measure success at McMaster? Not just by enrolment numbers or academic scores. We measure our success by the degree to which we improve people’s lives, contribute to our global knowledge base and advance the societies in which we live.
• As a leading, world-ranked university with roots stretching back to 1887, we have pioneered evidence-based teaching and solution-oriented research with the objective of creating a Brighter World. And we have countless stories to share about how that research continues to change the world for the better.
• We chart our progress by: • The impact of the science, technology, and discovery our graduates and researchers pioneer. • The health of communities, cultures and arts to which our students and faculty contribute. • The well-being of our students, their love of learning and their personal growth.
• “We are an organization devoted to the cultivation of human potential.” Patrick Deane President and Vice Chancellor, 2011.
• Our brand story distills all the facets of MclMaster’s wider brand promise into a single narrative that captures the core of the University’s brand: This is a time of technological revolution, economic upheaval and environmental disruption. These challenges create great opportunity. The opportunity to approach problem-solving differently. To encourage and support different perspectives. To find answers to complex problems across a wide range of disciplines, from innovative thinkers who are eager to share their ideas in a spirit of openness, inclusiveness and collaboration.
• At McMaster University, we welcome those thinkers. We’ve always believed that human and societal health and well-being depend on sharing creative, diverse thoughts and ideas. We’re no ivory tower, our dynamic network of students, researchers, faculty and alumni connects and collaborates with the community and the world at large. We believe new ideas and perspectives make for smarter thinking and better solutions, that collaborative thinking is a gateway to greater intelligence and greater optimism. It’s helping us create a Brighter World.

Visual Style

• Maintain a clean, modern and open style. Use best judgment when including graphic elements, additional lines or accent colours-don’t use all at once.
• Ensure white space is in balance with images, graphics, text.
• Left-align body copy.
• Use the McMaster solid Maroon colour strategically, to provide contrast.
• See the examples below for using the Brighter World elements and colour palette (page 41 ).
• CLEAR SIMPLE MODERN CONTRASTING SPACIOUS CLEAN MINIMALISTIC PURE ASYMMETRICAL
• Allow your layout to “breathe” allow for plenty of white space.
• Use our grid to make sure all your type aligns both for readability and good design practice.
• As well as sizing for readability make sure text will display correctly.
• McMaster Maroon can be used in headlines.
• McMaster Maroon contrasts with opposite white pages and draws interest to the introductory copy on the left, balanced with the smaller image composition used as an accent to complement the story
• Example of the 2-page layout, balancing the content with the white space.
• Visual design must strike a balance between unity and variety to avoid a dull or overwhelming design.
• Incorporating white space into a design helps maintain a sense of balance within the layout and also helps reduce “noise,” while increasing readability.
• There needs to be unity among the images used, so that they appear to belong together.
• Certain circles can be made to stand out by emphasizing their colour, size or the image within.
• The scale of the image composition is critical. It creates interest and depth by demonstrating how elements relate to one another based on size.
• It’s important to have one element as the focal point, with others being subordinate.
• The elements need to relate to one another in order to tell the story and create continuity within the design.
• Images should be reconfigured within the layout to complement their dimensions, as shown in the examples on this page.

Iconography

• Icons are used to represent McMaster services, subjects and way finding tools simply and visually. The McMaster icons are pared down to their simplest form for a more modern look.

Layout And Composition

• Maintain a clean, modern and open style. Use best judgment when including graphic elements, additional lines or accent colours-don’t use all at once.
• Ensure white space is in balance with images, graphics, text.
• Left-align body copy.
• Use the McMaster solid Maroon colour strategically, to provide contrast.
• See the examples below for using the Brighter World elements and colour palette (page 41 ).
• CLEAR SIMPLE MODERN CONTRASTING SPACIOUS CLEAN MINIMALISTIC PURE ASYMMETRICAL
• USE OF WHITE SPACE Allow your layout to “breathe” allow for plenty of white space.
• ALIGNMENT Use our grid to make sure all your type aligns both for readability and good design practice.
• SIZE As well as sizing for readability make sure text will display correctly.
• McMaster Maroon can be used in headlines.
• McMaster Maroon contrasts with opposite white pages and draws interest to the introductory copy on the left, balanced with the smaller image composition used as an accent to complement the story
• Example of the 2-page layout, balancing the content with the white space.
• Visual design must strike a balance between unity and variety to avoid a dull or overwhelming design.
• Maintain significant white space, where possible.
• In horizontal formats, the circles should be at least 50% of the total space for clarity
• Images are never severely cropped to ensure the stories are clear.
• Labelling can be abandoned for formats designed for distant views. As such, copy must address the story
• Circles added to the layout help add interest or organize elements of a design as well as connect with the Brighter World concept. They are not strictly ornamental, they direct the eye to the most important information and create a hierarchy of information. The colour, size of circles in a layout and their relationship to text and images can influence the layout’s mood and message. The “white space” or negative space left between shapes is very important.
• Icons could also be added to create interest, they could either be smaller and more supportive to highlight various areas of information, or they could have a more significant role, in infographics, for example.
• ALLOWED TO USE: McMaster Maroon and the Brighter World Highlights to colour circular background supporting the text.
• When overlapping Maroon Larger circles can bleed off the page, it is recommended to lower the opacity of the overlapping circle in order to create a transparent overlap.
• DO NOT USE: the Brighter World Darker Tones to colour any backgrounds in the layout.
• ALLOWED TO USE: McMaster Cool Grey IC to highlight important information without distracting from the overall layout.
• Incorporating white space into a design helps maintain a sense of balance within the layout and also helps reduce “noise,” while increasing readability. There needs to be unity among the images used, so that they appear to belong together. Certain circles can be made to stand out by emphasizing their colour, size or the image within. The scale of the image composition is critical. It creates interest and depth by demonstrating how elements relate to one another based on size. It’s important to have one element as the focal point, with others being subordinate. The elements need to relate to one another in order to tell the story and create continuity within the design. Images should be reconfigured within the layout to complement their dimensions, as shown in the examples on this page.

Accessibility Guidelines

• In order to increase the legibility of McMaster brand elements and optimize for digital media, a darker grey PMS 431 has been chosen to replace the previously used lighter grey (PMS 430). The McMaster logo on this page and throughout this manual is now compliant with ADA -Web Content Accessibility Guidelines (WCAG) 2.0 Level AAA. Note that the previous lighter grey (PMS 430) is acceptable for materials created prior to June 2017. Visit accessibility.mcmaster.ca for more details. Please refer to page 39 for more information about the McMaster colour palette.
• McMaster University is committed to advancing the culture of accessibility, equity and human rights. The Equity and Inclusion Offi ce works with campus and community partners to promote, develop and support equity, diversity and inclusion initiatives. For more information, please visit: http://equity.mcmaster.ca/about-us
• McMaster University strives to create an inclusive community for all. How information is presented, and the technologies that are used to share information, greatly shape a person’s experience. Promoting a communications infrastructure that takes the needs of persons with disabilities into account is a priority for McMaster and a priority in our goal to create a Brighter World.
• The McMaster Brand Guidelines have been created with accessibility in mind to foster a clear and consistent information-scape across campus. For more information on accessibility at McMaster, please visit: http://accessibility.mcmaster.ca.

Brand Architecture

• Academic activity at the University is primarily organized through its six faculties. To direct instruction and research that cross departmental and faculty lines, the University establishes administrative boards, institutes, centres, laboratories, and interdepartmental programs. Here are examples of how these basic organizing units of the University should be represented in relation to the McMaster logo.
• The set of McMaster logo lockups combining the McMaster logo with a faculty and department name is shown on this page. See guidelines below for establishing the maximum width of the department/faculty lockup. The maximum width of this lockup is equal to 1 1/3 times the width of the McMaster logo. So if the McMaster logo is one inch wide, the width of the faculty and department names cannot exceed 1.33 inches. This rule applies to all faculties/departments. Please note: Do not hyphenate any words in the names, and when breaking a department name over two lines, be mindful of readability.
• The McMaster University logo lockups combining the brandmark with a faculty and department name needs to be followed or preceded by protected space, depending on the layout arrangement, as shown below.
• Be sure to use the approved department name (using exact wording) in each logo lockup.
• Approved existing faculty symbols are permitted for use, but should never be locked up with the McMaster logo (or subsequent logos) or the Brighter World tag line. It can only be used when it’s placed at a significant distance from the McMaster logo and Brighter World tag line, so that it is clear that it’s not part of those lockups.
• DO NOT CREATE ANY FACULTY SYMBOLS WITH THE MCMASTER LOGO AND TA GLINES, AS SHOWN ON THIS PAGE.
• McMaster administrative department logo lockups follow the same guidelines used for the faculty lockups, except administrative offices will be treated in grey as opposed to maroon. Please note that any administration unit can use the tier 2 logo, as shown below. Tier 1 versions need to be approved in consultation with executive leaders responsible for each area. For the reversed versions, please follow the guidelines on page 23.

Environmental Applications

• In environmental applications, such as these outdoor banners, below, be sure to include the key Brighter World graphic elements and colour palette while maintaining the open feeling of white space.
• If McMaster Heritage Maroon is used, the font treatment should be reverse.

2010

Categories

Brand Imagery

• The lifestyle photography shares distinctive elements to provide consistency across materials. The subjects of the photos are intensely engaged in what they are doing and, when possible, working together towards a goal. Colour photography is to be used when media allows. Understanding that departments have a variety of photos available (and intense photo shoots are generally not an option), departments should find or create photos reflecting these sensibilities to further brand consistency.
• Include a brief cutline when using original lifestyle imagery. Provide the full names and titles of those featured in the photograph, when possible, along with an explanation of their work at McMaster. Cutlines should be white or black in 8pt. type, and right aligned in the bottom right corner of the picture.
• • On static subject matter, focus on foreground elements or subjects, creating depth and visual interest.
• • Subjects should be actively involved in an activity or discussion.
• • When possible, subjects should be focusing on an object or tool.
• • Student-centered photography should look natural and candid, not posed.
• • Photographs of campus buildings should include people and activity to show community.
• It is integral to demonstrate real innovation and collaboration within the McMaster community. You can select images for ads from the constantly growing McMaster Photo Gallery, which you can access by visiting mcmaster.ca/ua/opr/photos.
• As a design option, the mosaic can be used only in those rare occasions when a single picture is not possible. Images can show a combination of people, objects and environment, making sure that the subject is always clear. Also, be aware of colours and tones when selecting images.
• In the mosaic, each square should be equally sized and spaced. For example, on an 8½ x 8½ inch piece, the squares are 1.7” x 1.7” and the keylines are 3 pt. Adjust sizes according to the size of the overall piece, but always maintain proportions.

Color Palette

• Strengthen the McMaster brand by consistently using the McMaster colour palette. The rich hues suggest tradition and solidity. These colours are all reflected in the McMaster logo, an essential element of our brand identity.
• Maroon PMS 222 is the predominant brand colour, used for the tagline, URL and as an accent colour in headlines. Grey PMS 430 is the secondary colour used in headlines and body copy. Use gold, blue and black sparingly; they must be accompanied by the dominant primary colours.
• These colours are meant to be used as complements to the primary and secondary colours. They should be used as highlights ONLY and should not be dominant in the composition and used only in cases where primary/secondary colours are dominant.
• | PMS 430 | PMS 222 | WHITE | | Cm y K | Cm y K | Cm y K 00 00 | | 6 0 0 47 | 0 100 15 60 | | | r Gb | rGb | r Gb | | 142 151 157 | 122 0 60 | 255 255 255 |
• | PMS 2748 | PMS 136 | BLACK | | C myK | C myK | Cm y K | | 100 88 0 14 | 0 27 76 0 | 0 0 0 100 | | r Gb | r Gb | rGb | | 25 57 137 | 253 191 87 | 000 |
• | PMS 2695 | | | PMS 1385 | | | PMS 5757 | | PMS 202 | PMS 4975 | | PMS 5015 | | C myK 91 100 0 49 | | Cm y K 0 44 100 7 | | Cm y K 27 0 95 55 | | C myK 0 100 61 43 | Cm y K 0 44 100 7 | Cm y K 0 25 15 11 | | r Gb | | r Gb | | rGb | | r Gb | r Gb | rGb | | 38 8 89 | | 232 148 26 | | 103 119 24 | | 38 8 89 | 232 148 26 | 225 182 178 |

Typography

• The primary font, Univers, is a modern, easy-to-read sans serif font. Use only true cuts of Univers. Do not use shortcuts for bold, italic, or other variations of the font. The minimum size for any typeface is 9 point.
• The secondary font, Garamond, is a more traditional typeface. It is best used in articles and other long copy documents. Again, use only true cuts.
• Use these guidelines to determine typeface selection in McMaster advertising:
• Headline: Use Univers Bold Condensed in all upper case. When colour is used, use Grey PMS 430. Maroon PMS 222 can be used to accent an important word(s) at the beginning or end of the headline.
• The “c” in McMaster is always to be in lowercase, even when the rest of the word is uppercase. (See example below.)
• Body Copy: Use Univers Condensed Light in upper and lower case. The body copy should be Grey PMS 430, or black as an alternative. Type should not be any smaller than 11 point to ensure legibility.
• Additional Typeface (ONLY to be used as a supplement/complement to the primary and secondary typfaces. Should be used sparingly)

Logo Usage

• The McMaster brandmark represents McMaster’s dedication to collaboration and our strong history of innovation. Therefore, it’s important that it appears on all official materials, documents or communications produced by or for the University.
• The brand mark consists of two elements: the McMaster lettering (in the Garamond typeface) and the shield (featuring the phoenix). These elements have a fixed relationship and must never be separated, modified or altered in any way and must be presented in approved colours and font only as outlined in these guidelines. The McMaster Brand mark may not be used for commercial use or by any unauthorized individual or organization.
• Do Not: • alter the size, relationship or position of the type or the shield in the brand mark • alter the colour of any part of the brandmark beyond the approved variations provided in this guideline • overprint type or photos, or place elements over the brandmark • add borders or other graphic elements to the brand mark • separate the elements of the brandmark
• As seen in this diagram, the clear space around all sides the McMaster identity should be equal to the size of the “M”.
• To ensure quality and readability, the minimum size of the McMaster brandmark should not be less than 3.75 cm (1.5 inches) wide.
• The elements of the brandmark (the lettering and the shield) must be used in their entirety.

Tone And Messaging

• Through interdisciplinary education and collaborative, cutting-edge research, the University encourages students, faculty and alumni to celebrate the art of teaching and the art of learning new things about the world.
• The McMaster community values innovation and openness to new ideas. Professors break new ground and pass their learning to a new generation. Students open their horizons through research, interdisciplinary connections and student life. And alumni continue to discover and grow in their professions and their personal lives.
• McMaster is consistently ranked among the most innovative institutions in the country. We offer an intellectually welcoming environment that celebrates diversity of ethnicity, culture, thought and vision. We are joined by a central purpose – the sharing and deepening of knowledge and opportunity for the betterment of our communities, Canada and the world. With a productive and diverse research agenda, research intensity and determination, students are here not to just learn more, but to learn differently.
• The 2006 National Survey of Student Engagement determined that students rank McMaster highly for its supportive campus environment. The innovative teaching model and research opportunities allow students to play a part in their own education and prepare for the future. McMaster boasts a tightly knit community featuring a diverse population of students and alumni, a welcoming environment, and professional and social organizations.
• McMaster provides many opportunities for people to be exposed to the new and different. In 2005 Employee Benchmark Tracking Research, 93 per cent of McMaster’s faculty agreed that “I personally play a role in helping students to achieve their maximum potential,” 81 per cent said they “play a role in making McMaster the most innovative university in Canada” and 73 per cent agreed that they help to make McMaster a “student-centred university.”
• The guidelines detailed in the “Brand Elements” section must be followed for all print and online communication materials.
• The tagline “Learning Without Boundaries” is always in upper case Univers 67 Bold Condensed. The URL is one point size larger than the tagline, in lower case Univers 57 Condensed. The two elements are separated by a 0.5 point vertical line.
• When using the ad template (see page 14), the tagline and URL appear left-aligned directly above or below the lifestyle photograph. The tagline and URL are always to appear together, as seen here. The URL can be replaced with a more direct URL (i.e. degroote.mcmaster.ca) when applicable.
• When in colour, use Maroon PMS 222, and in all other instances use black. The tagline, when used as a headline, can be on a white background or reversed out of a lifestyle image (see page 17).
• McMaster’s tagline “Inspiring Innovation and Discovery” is still in limited use. However, this tagline should not be used in any advertising materials.
• The lifestyle photography shares distinctive elements to provide consistency across materials. The subjects of the photos are intensely engaged in what they are doing and, when possible, working together towards a goal. Colour photography is to be used when media allows. Understanding that departments have a variety of photos available (and intense photo shoots are generally not an option), departments should find or create photos reflecting these sensibilities to further brand consistency.
• Include a brief cutline when using original lifestyle imagery. Provide the full names and titles of those featured in the photograph, when possible, along with an explanation of their work at McMaster. Cutlines should be white or black in 8pt. type, and right aligned in the bottom right corner of the picture.
• On static subject matter, focus on foreground elements or subjects, creating depth and visual interest.
• Subjects should be actively involved in an activity or discussion.
• When possible, subjects should be focusing on an object or tool.
• Student-centered photography should look natural and candid, not posed.
• Photographs of campus buildings should include people and activity to show community.

Brand Values

• The McMaster community values innovation and openness to new ideas. Professors break new ground and pass their learning to a new generation. Students open their horizons through research, interdisciplinary connections and student life. And alumni continue to discover and grow in their professions and their personal lives.
• Innovative McMaster is consistently ranked among the most innovative institutions in the country. We offer an intellectually welcoming environment that celebrates diversity of ethnicity, culture, thought and vision. We are joined by a central purpose – the sharing and deepening of knowledge and opportunity for the betterment of our communities, Canada and the world. With a productive and diverse research agenda, research intensity and determination, students are here not to just learn more, but to learn differently.
• Engaging The 2006 National Survey of Student Engagement determined that students rank McMaster highly for its supportive campus environment. The innovative teaching model and research opportunities allow students to play a part in their own education and prepare for the future. McMaster boasts a tightly knit community featuring a diverse population of students and alumni, a welcoming environment, and professional and social organizations.
• Inspiring McMaster provides many opportunities for people to be exposed to the new and different. In 2005 Employee Benchmark Tracking Research, 93 per cent of McMaster’s faculty agreed that “I personally play a role in helping students to achieve their maximum potential,” 81 per cent said they “play a role in making McMaster the most innovative university in Canada” and 73 per cent agreed that they help to make McMaster a “student-centred university.”

Visual Style

• The brand mark consists of two elements: the McMaster lettering (in the Garamond typeface) and the shield (featuring the phoenix). These elements have a fixed relationship and must never be separated, modified or altered in any way and must be presented in approved colours and font only as outlined in these guidelines. The McMaster Brand mark may not be used for commercial use or by any unauthorized individual or organization.
• Do Not: • alter the size, relationship or position of the type or the shield in the brand mark • alter the colour of any part of the brandmark beyond the approved variations provided in this guideline • overprint type or photos, or place elements over the brandmark • add borders or other graphic elements to the brand mark • separate the elements of the brandmark
• As seen in this diagram, the clear space around all sides the McMaster identity should be equal to the size of the “M”.
• To ensure quality and readability, the minimum size of the McMaster brandmark should not be less than 3.75 cm (1.5 inches) wide.
• The elements of the brandmark (the lettering and the shield) must be used in their entirety.

Iconography

• The selected icon image should represent the results, solutions or tools used by the ad’s subject. It is a bridge between the copy and the lifestyle photography of the ad, encapsulating the main message. In small space ads, the icon can also be used without support copy or photography.
• The image is three-dimensional with a shadow. It is always in the upper left corner of the ad on a white background. If the ad is in colour, the icon image should also be in colour.
• Other options include icon-only executions. As online space tends to be limited, avoid using both icon and lifestyle imagery together.
• In small space advertisements, either the icon, lifestyle photograph or tagline can be used alone.
• When space in limited, all of the elements of the ad template do not need to be used. The icon, lifestyle photograph or tagline can be used alone. In some cases, it’s best to avoid lifestyle photography if there isn’t sufficient space to see the subjects clearly.

Layout And Composition

• The brand mark consists of two elements: the McMaster lettering (in the Garamond typeface) and the shield (featuring the phoenix). These elements have a fixed relationship and must never be separated, modified or altered in any way and must be presented in approved colours and font only as outlined in these guidelines.
• Do Not: • alter the size, relationship or position of the type or the shield in the brand mark • alter the colour of any part of the brandmark beyond the approved variations provided in this guideline • overprint type or photos, or place elements over the brandmark • add borders or other graphic elements to the brand mark • separate the elements of the brandmark
• As seen in this diagram, the clear space around all sides the McMaster identity should be equal to the size of the “M”.
• To ensure quality and readability, the minimum size of the McMaster brandmark should not be less than 3.75 cm (1.5 inches) wide.
• The elements of the brandmark (the lettering and the shield) must be used in their entirety.

Mosaic

• As a design option, the mosaic can be used only in those rare occasions when a single picture is not possible. Images can show a combination of people, objects and environment, making sure that the subject is always clear. Also, be aware of colours and tones when selecting images.
• In the mosaic, each square should be equally sized and spaced. For example, on an 8½ x 8½ inch piece, the squares are 1.7" x 1.7" and the keylines are 3 pt. Adjust sizes according to the size of the overall piece, but always maintain proportions.

Additional Properties

Revenue History

Employees History

Total Assets History