NYIT

Official Websites

• https://www.nyit.edu
• https://online.nyit.edu
• https://www.nyit.edu/medicine/college-of-osteopathic-medicine
• http://www.nyit.edu

Brand Guidelines

2020

Brand Summary

Mission

• To reinvent the future by empowering a diverse community of makers, doers, healers, and innovators, providing access to high-quality education and fostering creative, technological, and experiential learning for real-world impact [^1].

Core Values

• innovation
• experiential learning
• diversity
• honesty
• people-focused
• trustworthiness
• creativity
• career orientation
• community engagement
• academic excellence
• technology leadership [^2]

Target Audience

• Prospective and current students, faculty, staff, alumni, partners, employers, and the broader community seeking technological, creative, and career-oriented education [^3].

Personality Traits

• trustworthy
• experienced
• people-focused
• innovative
• creative
• engaged
• motivational
• forward-thinking

Visual Identity Overview

• The visual identity is modern, bold, and minimalistic, featuring a clean sans-serif typography, a distinctive logo with a Bear Gold accent bar, a palette of Catalina Blue, Bear Gold, NY Black, and City Steel, and high-quality, authentic imagery that emphasizes engagement, technology, and creativity. Consistency and clarity are prioritized across all branded materials [^5].

Categories

Brand Voice

• What’s the difference between the two? Your voice (the way you speak, your preferred word choices and phrases, etc.), is consistent; your tone changes all the time. The same is true when representing the university in writing. Our voice is representative of our values, our core identity and brand attributes, and our position as a polytechnic ++ in higher education. Our tone, however, will change depending on who we are talking to and how we think that person will best absorb what we are saying.
• VOICE CHARACTERISTICS Brand Voice Attribute Description Do’s Don’ts Trustworthy New York Tech delivers on what it promises: access to a high-quality education to all deserving students. Be honest and direct. Tell our best possible truths. Oversell or embellish. Use meaningless jargon or clichés. Experienced New York Tech faculty are experts in their fields and programs utilize cutting-edge technology, provide opportunities for experiential learning, and access to alumni mentors and industry connections. – Make it personal. Include real world examples/stories. Focus on outcomes of research and opportunities to gain experience. – Be clear about how students will gain access to opportunities. – Be vague. Avoid long lists of “sample” research projects or experiences that provide no context or outcomes. – Overwhelm readers with details about research and projects that are unnecessary based on your goals.
• Brand Voice Attribute Description Do’s Don’ts People Focused New York Tech is focused on helping students succeed— both in school and in their careers. – Be honest about what we offer and where services are offered. – Be clear about how and when students can get access to services. – Use real world examples that not only show student success, but also demonstrate how the student took advantage of the service to help achieve success. – Be too broad. Sentences like “New York Tech helps you succeed in your chosen field” require context—how do we do this? – Provide quick examples. – Oversell. If one student accomplishes something huge— like winning an award—don’t use it as an example for all our students (although feel free to call out as something special). Innovative New York Tech teaches students to think creatively and critically so that they can be leaders in their fields—even ones that haven’t been invented yet. Use examples that show readers why this is import and how this methodology works. Don’t use jargon that is too “insider” or that may confuse readers.
• While our voice should be consistent, our tone will change depending on our audience and goals. Think of it this way: You have a consistent voice (speech patterns, word choice, etc.), but your tone changes depending on who you’re talking to and how you want to come across. For example: “Listen to me when I’m talking to you!” conveys a different meaning and implies a different audience than: “I’d appreciate an opportunity to speak to you so we can have a conversation about this issue.”
• Here are a few classic and more modern tips when writing. • Keep it simple. Don’t use 10 words when you can use three. Get to the point. Make sure that each word in a sentence is meaningful. In other words—never write a paragraph like this one. • This copy is exciting! In general, avoid using exclamation points unless absolutely necessary; never use more than one in a paragraph. Note: Exclamation points may be used to convey a certain friendly tone— particularly in direct correspondence—but they should be used sparingly. • Use active voice and avoid unnecessary phrases. Instead of “This research aims to show that basket weaving has the ability to lessen stress and increase personal joy,” write “Research shows that basket weaving lessens stress and increases personal joy.” • Common redundancies to avoid (more at grammarist.com/redundancies) − Actual fact − Added bonus − Collaborate together − Critically important − Fellow classmates − Few in number − General vicinity − Join together or Merge together − Past experience − Repeat again − Sum total − Vitally important − While at the same time
• BRAND VOICE: Let’s start a conversation. Social networking is an effective way to share New York Institute of Technology’s stories with the community in order to develop relationships and collaborate. Keep in mind to: Use the appropriate tone of voice. It’s all about telling our story. Social networking allows us to be hip, communal, irreverent, fun, and sophisticated, among many other adjectives. Have fun. It’s a conversation and encourage comments. Create some excitement. Let’s share with the world the exciting things we’re doing, making and innovating—and open up the channels to learn from others. Add value. There are millions of words out there—make ours helpful and thought-provoking. Impart the research, ideas, innovations and creativity that is unique to New York Tech. Remember, it’s a conversation, so keep it real. Build community by posting content that invites responses—then stay engaged.
• Tailor the message to each platform. Make sure that you know your audience. The same post may not resonate across platforms.

Brand Imagery

• Photography and videos are critical to creating genuine, authentic branding materials. Whether selecting materials from our digital asset management system (Z-DAM) or producing new assets, you should use high-quality imagery that represents elements that uniquely position our university’s strengths, such as:
• All files should be delivered in the highest resolution possible.
• • Shoot wide to allow for cropping and multiple uses.
• • Use natural light when possible for authenticity.
• • Capture genuine, natural actions/ expressions of subject.
• • Always show subject as engaged; preferably smiling; active.
• • Refrain from using outdated technology, branding, logos (never from other schools).
• People First (caring, expert faculty; engaged students; successful alumni)
• Technology Focused
• Critically Creative Thinking
• Career Oriented
• All visual assets must work in multiple executions. Images should be shot with a shallow depth of field so that the subject is the focus of the image, separate from the background.
• The “rule of thirds” is a natural way of viewing an image: imagine breaking an image into nine parts. By placing points of interest in the intersections or along the lines, the image is balanced and allows the viewer to interact more naturally. The eyes move to an intersecting point vs. the center of an image.
• • Shoot wide so you can crop in or out as needed.
• • Use a shallow depth of field.
• • Both smiling and serious faces should be captured.
• • Shots should be posed, looking into the camera.
• • They may be converted to black and white for web, color in print.
• • Shoot vertical and horizontal options­different products (print, web, social media) require different sizes and positioning.
• Whenever showing off locations, incorporate other aspects: traffic on Broadway with the New York City campus in the background or open spaces on the Long Island campus. Try to shoot buildings at an angle and show depth.
• If there is an image you plan to use that is not in our Z-DAM system, please share it with SCEA before using.
• Avoid using stock images and footage. However, a stock image can be re-created.
• • Outside photographers must be hired following policies from the procurement and legal departments.
• • Unless your subject is an enrolled/applied student or a faculty or staff member, he/ she/they MUST sign a release to allow you and/or the university to use the image or footage. Non-enrolled/applied students under the age of 18 must have a parent or legal guardian sign a release form. This is a legal requirement. Contact SCEA for the applicable forms.
• • New York Tech owns and controls all imagery created for or on behalf of the university. All assets should be shared with SCEA so they can be uploaded to the Z-DAM.
• • Photos of alcohol or smoking/vaping should be avoided. For event photography, ask your subject to set down their drink. Photos of students cannot include alcohol.
• • Ask subjects to avoid clothes that are ripped or wrinkled or with logos (unless it’s ours!).
• • Proper safety protocols must be followed, including but not limited to: goggles/ safety glasses, lab coats, hair tied back, nitrile gloves, and no open-toe shoes in laboratory shots.
• All photo and video assets are housed in a centralized Z-DAM. For access and instructions on how to use Z-DAM, please visit https://rosie.nyit.edu.
• Social media content is vastly more effective when it includes visuals (images, gifs, videos, etc). Grab your audience with powerful imagery. Visual assets should follow the fore mentioned Visual Image Guideline, with the caveat that social media allows for slightly less polished visuals. If you are planning to create your own visual assets here are some tips to keep in mind:
• Taking the photo with your camera app will allow you to save the photo and upload it to multiple social networks. Most smart phones have sophisticated editing options and you won’t have to grapple with any pesky filters. Remember your smart phone won’t size the photo for the social network for you. Keep cropping and photo orientation in mind when taking your photo.
• Get the right crop. Whether it is Instagram, Twitter, Facebook, or Snapchat, know the recommended photo orientation and dimensions of the platform.
• While your natural instinct might be to center your photo, you may sometimes find that photos can become more interesting when the subject is not placed right in the middle. To find the right composition, think about the “rule of thirds” and divide your photo into quadrants three lines horizontally and three lines vertically oriented. Also, experimenting with your angles can add interest to your subject.
• When it comes to taking a photo, there’s nothing more beautiful than natural light. When possible try not to use the flash on your smart phone.
• One tip for getting the lighting right in a photo is to play around with where your camera is focusing. For example, if you tap on the screen when you’re setting up your shot, you will notice that the place you tap your finger is where the lens focuses. Tapping on the darkest area of the photo will add the most light into your lens. Try tapping on different areas until your lighting and focus are just right.

Color Palette

• The official colors of New York Institute of Technology are Catalina Blue (Pantone Matching System PMS 288 for coated paper and PMS 288 for uncoated paper) and white or metallic Tech Silver (PMS 877) for special publications. All of the New York Tech visual identity marks (the logo, seal, and athletic logos) must appear in their entirety in either Catalina Blue (PMS 288 coated, PMS 288 uncoated), solid NY Black, metallic Tech Silver (PMS 877), or in white for reverse-out applications. Since white is one of New York Tech’s official colors, white paper is usually a better choice than off-white or colored papers for printed publications and provides a white background when reversing out New York Tech’s visual identity marks.
• The secondary colors offer an extension to the core brand color palette and should be limited in use, only supporting core brand campaign.
• Catalina blue PMS 288 C100 M77 Y0 K19 HEX# 002D72 R0 G45 B114
• Bear Gold PMS 130 Coated or 129 Uncoated C0 M36 Y96 K0 HEX# F2A900 R242 G169 B0
• NY Black PMS Black C0 M0 Y0 K100 HEX# 000000 R0 G0 B0
• City Steel PMS 424 Coated or 425 Uncoated C0 M0 Y0 K60 HEX# 54585A R135 G136 B136
• PMS1595 C0 M65 Y100 K0 HEX# D86018 R216 G96 B24
• PMS 2935 C100 M55 Y0 K0 HEX# 0056B4 R0 G87 B184
• PMS 187 C0 M100 Y75 K25 HEX# A6192E R166 G25 B46
• PMS 323 C C100 M15 Y40 K45 HEX# 005F61 R0 G95 B97
• PMS 5135 C50 M70 Y25 K5 HEX# 7E5475 R 126 G84 B117
• PMS 3425 C100 M0 Y80 K40 HEX# 006341 R0 G99 B65
• Bold red PMS 185 C0 M90 Y90 K0 HEX# E4002B R228 G0 B43
• TECH Silver PMS 877 Metallic C0 M0 Y0 K45 HEX# 8A8D8F R138 G141 B143
• PMS White C0 M0 Y0 K0 HEX# FFFFFF R255 G255 B255

Typography

• The brand typography (fonts) for New York Tech goes beyond stationery and business cards, covering marketing materials, campaigns, and all correspondence that bears the university’s name.
• These type styles set the tone and quality of our market position, and their use is strongly encouraged in all brochures, newsletters, advertisements, and university communications. Usage should be consistent across all communications.
• Kuunari is intended for captioning and call-to-action lines like URLs, email links and phone numbers only.
• Clio is a modern sans-serif font and is the preferred headline and sub-head campaign supporting typography intended for use in advertising and marketing materials, including headlines and sub-heads.
• Clio is not used for numerals.
• Din Next Slab Pro is a “slab-serif” font intended for pairing with the main logo as sub-brand and divisional wordmark typography. It is also used as the New York Tech brand campaign tagline font.
• Additional styles allow for a wide variety of applications.
• Din Next LT Pro is an ideal font family to complement DIN Next Slab Pro.
• Arno Pro is an extensive font family from Adobe. A classic serif, Arno Pro is ideal for use in institutional correspondence and longer editorial content like in alumni publications, newsletters, and traditional letter correspondence.
• Its use provides a classic academic, non-marketing, elegant approach to internal and external communications.
• Roboto Slab is font family available for download from Google Fonts.
• Oswald is a font family available for download from Google Fonts.
• The New York Institute of Technology community is encourage to use brand elements incorporating the previous typefaces, but should use the following fonts for most communications (letters, emails, etc.).
• Times New Roman is a classic serif, ideal for use in institutional correspondence and longer editorial content (alumni publications, newsletters, and traditional letter correspondence).
• Times New Roman is a default font that provides a classic academic, elegant approach to internal and external communications.
• Arial is a default font that provides a web-safe type option across multiple platforms and systems.
• For body copy, Arial is the preferred typeface.

Logo Usage

• The logo is the primary visual identity marker of the university. Whenever possible, it should be printed in full color.
• Please refer to “Using the Logos” section for single color applications. Acceptable colors are Catalina Blue, NY Black, Metallic Silver, or White. The logo must be produced at 100% of the color-screening the logo is not an acceptable usage.
• The logo incorporates the use of the Bear Gold accent bar (PMS 130 C or equivalent color), as outlined in this guide, and it is the preferred logo for all institutional branding such as websites, campus signage, and communications.
• The preferred logo for external marketing communications incorporates the Bear Gold accent bar, as outlined in this guide, and the brand campaign tagline-either the full tagline or the summation tagline shown here. See page 23 for more details.
• When horizontal space is limited, such as in social media, use of the stacked logo is preferable to maximize visual presence and size.
• The primary logo with the Bear Gold accent bar is preferred for all institutional branding such as websites, campus signage, and communications, while the New York Tech logo (without the bar) is ideal for promotional materials, apparel, social media executions, and direct marketing campaigns.
• At minimum, the university logo should be 1” length while the stacked version may be reduced to a minimum of 5/8”. The New York Tech logo can be reduced to 3/4” wide and the stacked logo can be reduced to 1/4” wide.
• A minimum clear space equal to the logo’s type height should be maintained on all sides.
• The clear space should be the equivalent of at least two bars.
• When reproducing on darker colors, the logo should be reversed (solid white) with the bar in Bear Gold.
• For situations that will not allow for color reproduction, solid black is acceptable.
• Solid Catalina Blue (PMS 288 or equivalent color) is also acceptable.
• Only approved logos should be used. Never alter, transform or recreate the logo.
• Never distort or compress the logo.
• Never change the color the color of the logo.
• Never rearrange, or add graphics to the logo.
• Never alter or skew the logo.
• Never reproduce the logo without adequate contrast.
• Never reproduce the logo in a different typeface.
• Never reproduce the logo with the bar below.
• Never reproduce the logo with a disproportionate bar.
• Never reproduce the logo with the bar on the side.

Tone And Messaging

• What we say is just as important as how we say it. The following section establishes guidelines and conventions that help communicate the distinct voice and unique messages that New York Institute of Technology has to share. Consistency in use and style conveys strength, encourages familiarity, and establishes the core identity of the institution.
• New York Institute of Technology is the institution’s proper name and should be used in all messaging upon first reference.
• New York Tech has significant relevance among two core audiences: our alumni and our student-athletes. In celebrating the university’s legacy, this shorter version— which can be used on second reference in all materials or on first reference in informal communications—conveys affection for our university. It also aligns with naming conventions of some of the most prestigious technology institutes in the country. The only acceptable use is as shown—never use “NY Tech.”
• The use of NYIT as a naming convention for the overall institution is being retired. However, we still maintain a connection with NYIT—it is our abbreviation and our website URL and email domain; it’s also part of our legacy social media handles and hashtags. It precedes the names of our schools and colleges. NYIT will also be maintained in some proper names, registrations, licenses, etc., but should be used sparingly in most circumstances.
• In conveying the strength of the institution, the “Do. Make. Innovate.” core brand message consists of inspirational calls to action for prospective and current students, faculty, staff, and alumni, as well as partners and employers. The “Reinvent the Future” tagline is the consummate call to action; there are specific executions where the tagline is used in isolation (see examples in this document).
• Our core tagline reinforces the power of our brand and serves as a call to action to our community of doers, makers, healers, and innovators.
• Do. Solve problems and contribute to a world where anything is possible.
• Make. Build, experiment, and create new theories, structure, and solutions that will change the world.
• Innovate. Dare to develop groundbreaking ideas that shift paradigms.
• Reinvent The Future. The impact of our story is found in how people, opportunities, and experiences come together at New York Tech to reinvent the future.
• Reinventing the future should convey: • Real People Faculty, students, alumni, friends, prospective students, you. • Real Opportunities Campus facilities, locations, technology, connections, degrees. • Real Experiences Internships, research, study abroad, traditions, events.
• This optional layout, which reflects New York Tech’s mission to provide a healing force in the world through research and practice, should be used only when the messaging involves NYIT College of Osteopathic Medicine, the School of Health Professions, or other health/medical related initiatives.
• What’s the difference between the two? Your voice (the way you speak, your preferred word choices and phrases, etc.), is consistent; your tone changes all the time. The same is true when representing the university in writing. Our voice is representative of our values, our core identity and brand attributes, and our position as a polytechnic ++ in higher education. Our tone, however, will change depending on who we are talking to and how we think that person will best absorb what we are saying.
• VOICE CHARACTERISTICS Brand Voice Attribute Description Do’s Don’ts Trustworthy New York Tech delivers on what it promises: access to a high-quality education to all deserving students. Be honest and direct. Tell our best possible truths. Oversell or embellish. Use meaningless jargon or clichés. Experienced New York Tech faculty are experts in their fields and programs utilize cutting-edge technology, provide opportunities for experiential learning, and access to alumni mentors and industry connections. – Make it personal. Include real world examples/stories. Focus on outcomes of research and opportunities to gain experience. – Be clear about how students will gain access to opportunities. – Be vague. Avoid long lists of “sample” research projects or experiences that provide no context or outcomes. – Overwhelm readers with details about research and projects that are unnecessary based on your goals.
• Brand Voice Attribute Description Do’s Don’ts People Focused New York Tech is focused on helping students succeed— both in school and in their careers. – Be honest about what we offer and where services are offered. – Be clear about how and when students can get access to services. – Use real world examples that not only show student success, but also demonstrate how the student took advantage of the service to help achieve success. – Be too broad. Sentences like “New York Tech helps you succeed in your chosen field” require context—how do we do this? – Provide quick examples. – Oversell. If one student accomplishes something huge— like winning an award—don’t use it as an example for all our students (although feel free to call out as something special). Innovative New York Tech teaches students to think creatively and critically so that they can be leaders in their fields—even ones that haven’t been invented yet. Use examples that show readers why this is import and how this methodology works. Don’t use jargon that is too “insider” or that may confuse readers.
• While our voice should be consistent, our tone will change depending on our audience and goals. Think of it this way: You have a consistent voice (speech patterns, word choice, etc.), but your tone changes depending on who you’re talking to and how you want to come across. For example: “Listen to me when I’m talking to you!” conveys a different meaning and implies a different audience than: “I’d appreciate an opportunity to speak to you so we can have a conversation about this issue.”
• Here are a few classic and more modern tips when writing. • Keep it simple. Don’t use 10 words when you can use three. Get to the point. Make sure that each word in a sentence is meaningful. In other words—never write a paragraph like this one. • This copy is exciting! In general, avoid using exclamation points unless absolutely necessary; never use more than one in a paragraph. Note: Exclamation points may be used to convey a certain friendly tone— particularly in direct correspondence—but they should be used sparingly. • Use active voice and avoid unnecessary phrases. Instead of “This research aims to show that basket weaving has the ability to lessen stress and increase personal joy,” write “Research shows that basket weaving lessens stress and increases personal joy.” • Common redundancies to avoid (more at grammarist.com/redundancies) − Actual fact − Added bonus − Collaborate together − Critically important − Fellow classmates − Few in number − General vicinity − Join together or Merge together − Past experience − Repeat again − Sum total − Vitally important − While at the same time

Brand Values

• We are the makers, the doers, the healers, the innovators—an engaged, diverse, and talented community with the power and desire to reinvent the future.
• In conveying the strength of the institution, the “Do. Make. Innovate.” core brand message consists of inspirational calls to action for prospective and current students, faculty, staff, and alumni, as well as partners and employers. The “Reinvent the Future” tagline is the consummate call to action; there are specific executions where the tagline is used in isolation (see examples in this document).
• Our core tagline reinforces the power of our brand and serves as a call to action to our community of doers, makers, healers, and innovators.
• Do. Solve problems and contribute to a world where anything is possible.
• Make. Build, experiment, and create new theories, structure, and solutions that will change the world.
• Innovate. Dare to develop groundbreaking ideas that shift paradigms.
• Reinvent The Future. The impact of our story is found in how people, opportunities, and experiences come together at New York Tech to reinvent the future.
• Reinventing the future should convey: • Real People Faculty, students, alumni, friends, prospective students, you. • Real Opportunities Campus facilities, locations, technology, connections, degrees. • Real Experiences Internships, research, study abroad, traditions, events.
• This optional layout, which reflects New York Tech’s mission to provide a healing force in the world through research and practice, should be used only when the messaging involves NYIT College of Osteopathic Medicine, the School of Health Professions, or other health/medical related initiatives.

Visual Style

• The image should feature a clean, white background with large, bold, orange text arranged diagonally from the top right to the bottom left. The text includes the words ‘Do.’, ‘Make.’, ‘Innovate.’, and ‘Reinvent the Future’, each placed on separate lines with the first three words aligned to the right margin and the final phrase spanning the width of the image at the bottom. The font is modern and sans-serif, emphasizing clarity and impact, with sufficient spacing between lines to ensure readability. There are no additional graphics, icons, or decorative elements, focusing solely on the textual message conveyed through the bold orange typography against the plain background.
• The image should feature a minimalistic and modern design with a plain, light-colored background. It should prominently display five lines of text arranged vertically, aligned to the left side of the image. Each line contains a phrase in large, bold, gray font: ‘Do.’, ‘Make.’, ‘Innovate.’, and ‘Reinvent the Future.’ The font style should be clean and sans-serif, conveying a sense of clarity and forward-thinking. The layout emphasizes simplicity and motivation, with ample white space to draw attention to the words and create a sleek, contemporary aesthetic.
• The image should contain a minimalistic textual design with a plain, light gray or white background. The text should be arranged in a vertical alignment, aligned to the right side of the image, featuring large, bold, and prominent font. The words ‘Do.’, ‘Make.’, ‘Heal.’, ‘Innovate.’, and ‘Reinvent the Future.’ should be stacked one below the other, each word on a separate line, with consistent spacing. The font color should contrast well with the background, likely a darker shade of gray or black, to ensure readability. The overall style should evoke a sense of modernity, motivation, and forward-thinking, with a clean and uncluttered appearance.
• When horizontal space is limited, such as in social media, use of the stacked logo is preferable to maximize visual presence and size.
• The primary logo with the Bear Gold accent bar is preferred for all institutional branding such as websites, campus signage, and communications, while the New York Tech logo (without the bar) is ideal for promotional materials, apparel, social media executions, and direct marketing campaigns.

Layout And Composition

• When horizontal space is limited, such as in social media, use of the stacked logo is preferable to maximize visual presence and size.
• The primary logo with the Bear Gold accent bar is preferred for all institutional branding such as websites, campus signage, and communications, while the New York Tech logo (without the bar) is ideal for promotional materials, apparel, social media executions, and direct marketing campaigns.

Naming Conventions

• New York Institute of Technology is the institution’s proper name and should be used in all messaging upon first reference.
• New York Tech has significant relevance among two core audiences: our alumni and our student-athletes. In celebrating the university’s legacy, this shorter version— which can be used on second reference in all materials or on first reference in informal communications—conveys affection for our university. It also aligns with naming conventions of some of the most prestigious technology institutes in the country. The only acceptable use is as shown—never use “NY Tech.”
• The use of NYIT as a naming convention for the overall institution is being retired. However, we still maintain a connection with NYIT—it is our abbreviation and our website URL and email domain; it’s also part of our legacy social media handles and hashtags. It precedes the names of our schools and colleges. NYIT will also be maintained in some proper names, registrations, licenses, etc., but should be used sparingly in most circumstances.
• Additional editorial guidelines, naming conventions, and preferred style/usage can be found in the New York Institute of Technology Editorial Style Guide at nyit.edu/EditorialStyleGuide.
• The New York Institute of Technology logo word mark always takes primary placement in relation to individual departments, divisions, colleges, schools, and/or programs.
• The main university logo should always maintain prominence in the visual hierarchy. This is supported by the main mark always appearing in all caps and sub-brand marks appearing in initial caps. To further create a consistent look, the main logo and sub-brand wordmarks should be left-justified as in the examples on this page.
• Division titles should be initial caps. When an ampersand is present, it should appear in Bear Gold PMS 130 for coated paper or PMS 129 for uncoated paper. Placement should bring visual balance between the first and second line. NOTE: Sub-brand names should never be longer than the main institutional mark.
• The established sub-brand logo architecture in this guide applies to all colleges, schools, departments, programs, and divisions, including ones within a larger institutional segment.
• The NYIT de Seversky Mansion will continue to use NYIT in its name.

Brand Architecture

• Consistency across divisional sub-brand marks creates brand strength. An additional benefit is visual unity across areas of excellence and campus locations. As the visual elements of New York Tech come together, the impact transmits a sense of pride-of place, people, programs, and heritage. This brand identity will help us endure far into the future.
• The New York Institute of Technology logo word mark always takes primary placement in relation to individual departments, divisions, colleges, schools, and/or programs.
• The New York Institute of Technology logo color is Catalina Blue PMS 288. Ampersand color is Bear Gold PMS 130.
• Left aligned sub-brand font is DIN Next Slab Pro Regular and the color is City Steel PMS 424.
• The main university logo should always maintain prominence in the visual hierarchy. This is supported by the main mark always appearing in all caps and sub-brand marks appearing in initial caps. To further create a consistent look, the main logo and sub-brand wordmarks should be left-justified as in the examples on this page.
• Sub-brand font is DIN Next Slab Pro in Regular weight. Division titles should be initial caps. When an ampersand is present, it should appear in Bear Gold PMS 130 for coated paper or PMS 129 for uncoated paper. Placement should bring visual balance between the first and second line. NOTE: Sub-brand names should never be longer than the main institutional mark.
• NOTE: The established sub-brand logo architecture in this guide applies to all colleges, schools, departments, programs, and divisions, including ones within a larger institutional segment.

Print Guidelines

• The official colors of New York Institute of Technology are Catalina Blue (Pantone Matching System PMS 288 for coated paper and PMS 288 for uncoated paper) and white or metallic Tech Silver (PMS 877) for special publications. All of the New York Tech visual identity marks (the logo, seal, and athletic logos) must appear in their entirety in either Catalina Blue (PMS 288 coated, PMS 288 uncoated), solid NY Black, metallic Tech Silver (PMS 877), or in white for reverse-out applications. Since white is one of New York Tech’s official colors, white paper is usually a better choice than off-white or colored papers for printed publications and provides a white background when reversing out New York Tech’s visual identity marks.
• The secondary colors offer an extension to the core brand color palette and should be limited in use, only supporting core brand campaign.
• Bear Gold PMS 130 Coated or 129 Uncoated C0 M36 Y96 K0 HEX# F2A900 R242 G169 B0
• City Steel PMS 424 Coated or 425 Uncoated C0 M0 Y0 K60 HEX# 54585A R135 G136 B136
• For special occasions metallic silver (PMS 877) or a silver foil stamp is acceptable.
• At minimum, the university logo should be 1” length while the stacked version may be reduced to a minimum of 5/8”. The New York Tech logo can be reduced to 3/4” wide and the stacked logo can be reduced to 1/4” wide.
• The Bear Gold accent bar is a key part of the preferred logo for institutional communications. The Bear Gold Accent bar placement is directly above logo. The accent bar should not be wider, or shorter than the adjacent logo.
• The Bear Gold accent bar should never be placed below or on the right side of the logo.
• Acceptable colors are Catalina Blue, NY Black, Metallic Silver, and White in a reverse-out application. The logo must be produced at 100% of the color-screening the logo is not an acceptable usage.
• A minimum clear space equal to the logo’s type height should be maintained on all sides.
• The clear space should be the equivalent of at least two bars.
• When reproducing on darker colors, the logo should be reversed (solid white) with the bar in Bear Gold.
• For situations that will not allow for color reproduction, solid black is acceptable.
• Solid Catalina Blue (PMS 288 or equivalent color) is also acceptable.
• The Bear Gold accent bar should not be wider or shorter than the adjacent logo. The height should be double the height of the bar.
• Brand taglines should be in City Steel (PMS 424 for coated paper, PMS 425 for uncoated paper, or CMYK equivalent) on white or light colored backgrounds.
• The “Reinvent the Future” should be in Bear Gold (PMS 130 for coated paper, PMS 129 for uncoated paper, or CMYK equivalent).
• The full brand tag line should not appear in Bear Gold on dark backgrounds, so it will not overpower the logo in combination with the accent bar.
• The summation tagline, being shorter, should appear in Bear Gold to create visual balance.
• The full brand tagline can be aligned bottom right with equal distance from right and bottom edges to create visual balance. It should be reversed (white) on dark backgrounds and City Steel (PMS 424 for coated paper, PMS 425 for uncoated paper, or CMYK equivalent) on white or light colored backgrounds.
• Only approved logos should be used. Never alter, transform or recreate the logo.
• Never distort or compress the logo. Never change the color the color of the logo. Never rearrange, or add graphics to the logo. Never alter or skew the logo. Never reproduce the logo without adequate contrast. Never reproduce the logo in a different typeface. Never reproduce the logo with the bar below. Never reproduce the logo with a disproportionate bar. Never reproduce the logo with the bar on the side.
• The New York Institute of Technology seal shawn here is the ceremonial mark of the institution. As such, it is reserved for more limited use than the logo. The seal is used, for example, on diplomas and institutional certificates or citations. It SHOULD NOT be used routinely on print or electronic communications or merchandise. Use of the seal must be approved by the Office of the President, and artwork or metallic seal must be provided by the Office of Strategic Communications and External Affairs (email creative@nyit.edu). To ensure consistency, the seal should not be used as a separate image, and the artwork and text inside the seal should not be altered in any way.
• Please note that documents requiring a ‘corporate seal" should be provided to the Office of the General Counsel, which holds the official corporate seal for the institution.
• All files should be delivered in the highest resolution possible.
• Shoot wide to allow for cropping and multiple uses.
• Use natural light when possible for authenticity.
• Capture genuine, natural actions/ expressions of subject.
• Always show subject as engaged; preferably smiling; active.
• Refrain from using outdated technology, branding, logos (never from other schools).
• Images should be shot with a shallow depth of field so that the subject is the focus of the image, separate from the background.
• The “rule of thirds” is a natural way of viewing an image: imagine breaking an image into nine parts. By placing points of interest in the intersections or along the lines, the image is balanced and allows the viewer to interact more naturally. The eyes move to an intersecting point vs. the center of an image.
• Shoot wide so you can crop in or out as needed.
• Use a shallow depth of field.
• Both smiling and serious faces should be captured.
• Shots should be posed, looking into the camera.
• They may be converted to black and white for web, color in print.
• Shoot vertical and horizontal options­different products (print, web, social media) require different sizes and positioning.
• Avoid using stock images and footage. However, a stock image can be re-created.
• Outside photographers must be hired following policies from the procurement and legal departments.
• Unless your subject is an enrolled/applied student or a faculty or staff member, he/ she/they MUST sign a release to allow you and/or the university to use the image or footage. Non-enrolled/applied students under the age of 18 must have a parent or legal guardian sign a release form. This is a legal requirement. Contact SCEA for the applicable forms.
• New York Tech owns and controls all imagery created for or on behalf of the university. All assets should be shared with SCEA so they can be uploaded to the Z-DAM.
• Photos of alcohol or smoking/vaping should be avoided. For event photography, ask your subject to set down their drink. Photos of students cannot include alcohol.
• Ask subjects to avoid clothes that are ripped or wrinkled or with logos (unless it’s ours!).
• Proper safety protocols must be followed, including but not limited to: goggles/ safety glasses, lab coats, hair tied back, nitrile gloves, and no open-toe shoes in laboratory shots.

Digital Guidelines

• In digital products, the gold bar may appear flush at top of page/screen.
• Example of a digital banner ad; 400x100 pixels.
• When on a white or light colored background, using the solid Catalina Blue (PMS 288 or CMYK equivalent) is preferable.
• The logo should always (with the exception of web) be place on the right­hand-side.
• They may be converted to black and white for web, color in print.
• Shoot vertical and horizontal options­different products (print, web, social media) require different sizes and positioning.
• Roboto Slab is font family available for download from Google Fonts.
• Oswald is a font family available for download from Google Fonts.
• Arial is a default font that provides a web-safe type option across multiple platforms and systems.

Editorial Guidelines

• Additional editorial guidelines, naming conventions, and preferred style/usage can be found in the New York Institute of Technology Editorial Style Guide at nyit.edu/EditorialStyleGuide.
• While our voice should be consistent, our tone will change depending on our audience and goals. Think of it this way: You have a consistent voice (speech patterns, word choice, etc.), but your tone changes depending on who you’re talking to and how you want to come across. For example: “Listen to me when I’m talking to you!” conveys a different meaning and implies a different audience than: “I’d appreciate an opportunity to speak to you so we can have a conversation about this issue.”
• Here are a few classic and more modern tips when writing. • Keep it simple. Don’t use 10 words when you can use three. Get to the point. Make sure that each word in a sentence is meaningful. In other words—never write a paragraph like this one. • This copy is exciting! In general, avoid using exclamation points unless absolutely necessary; never use more than one in a paragraph. Note: Exclamation points may be used to convey a certain friendly tone— particularly in direct correspondence—but they should be used sparingly. • Use active voice and avoid unnecessary phrases. Instead of “This research aims to show that basket weaving has the ability to lessen stress and increase personal joy,” write “Research shows that basket weaving lessens stress and increases personal joy.” • Common redundancies to avoid (more at grammarist.com/redundancies) − Actual fact − Added bonus − Collaborate together − Critically important − Fellow classmates − Few in number − General vicinity − Join together or Merge together − Past experience − Repeat again − Sum total − Vitally important − While at the same time • Online resources: − quickanddirtytips.com/grammar-girl − contentmarketinginstitute.com/2011/06/ content-marketing-jedi/ − themuse.com/advice/10-simple-ways-to-become-a-better-writer − app.grammarly.com/ − owl.purdue.edu/owl/purdue_owl.html

Stationery Guidelines

• Template available at nyit.edu/scea/diy.
• School/Department letterhead may be created by replacing the institutional logo with the logo lockup available at nyit.edu/scea/diy.

Email Signature Guidelines

• There is a new standardized email signature that we recommend all employees implement.
• Instructions can be found at nyit.edu/scea/diy.

Business Card Guidelines

• Go to nyit.edu/scea/diy to access the business card portal, where business cards may be personalized and created.

Powerpoint Template Guidelines

• Official Powerpoint templates should be used for institutional presentations. Two options are available: a branded blue and a light gray (we advise against using a pure white background for maximum contrast and legibility). For body copy, Arial is the preferred typeface. Please go to nyit.edu/scea/diy to download PowerPoint templates.

Promotional Product Guidelines

• When ordering promotional materials from vendors (for example, shirts and mugs), ask for either the artwork or the object to be produced in an exact Catalina Blue match. CMYK and RGB color options are also available. For objects that provide a dark background, please look for light-colored artwork options.
• For new branded merchandise, please consult with SCEA to ensure standards are met. You are encouraged to place orders and work with vendors directly, but design should be approved by New York Institute of Technology SCEA (email: creative@nyit.edu).

Athletics Brand Guidelines

• Athletics have always been a vital part of New York Institute of Technology-or, as most alumni and athletes call it, “New York Tech.” As such, it is strategically important to have a distinct athletic brand that clearly and consistently conveys the spirit of New York Tech athletics to potential students, players, supporters and community members. As the “face” of the university to many constituents, the athletics brand has significant importance to the brand identity of the overall university. It is important to note that the athletic brand is related to-but distinct from -the institutional brand, and should never be used in place of the institutional brand identity in any official capacity or communications.
• In 2019, the athletics department undertook a rebranding exercise to update colors (to better align with both the university color palette and the palette of major sportswear manufacturers), logotype and typefaces, and identity (bear mascot).
• One outcome of this rebranding exercise has allowed the institutional brand to adopt the bear (mascot) face as a de facto “spirit mark.” As the most informal of our brand assets, the bear mascot (face) evokes a sense of energy, pride, drive, and action -in a playful, more whimsical fashion than more institutional visuals. The bear spirit mark is ideally suited to represent the hard-driving, competitive nature of New York Tech Athletics, but is available for use across the entire university community to reflect spirit, pride, and the student experience.
• Athletics elements that can be integrated into non-athletics communications are shown here:
• Guidelines for using these elements include: • No alterations or additions to the spirit mark should be made. • Use of any other bear images is not allowed, and previous versions of the bear/mascot are not permitted for use in any context. • This mark should never be used alone or in place of any academic mark. • A reference to the university or our teams must always be present when integrating the spirit mark into any communications. • No elements of the spirit mark should be altered or removed, including cut-out areas such as the eyes and brows. Adding other graphical or textual elements to form a new mark is also not permitted.
• A separate athletics identity manual, which can be requested from the Office of Athletics and Recreation, provides guidelines intended to help promote the athletic department, and they apply specifically to all athletic apparel, uniforms, merchandise, and multimedia communications.

Spirit Mark Guidelines

• No alterations or additions to the spirit mark should be made.
• Use of any other bear images is not allowed, and previous versions of the bear/mascot are not permitted for use in any context.
• This mark should never be used alone or in place of any academic mark.
• A reference to the university or our teams must always be present when integrating the spirit mark into any communications.
• No elements of the spirit mark should be altered or removed, including cut-out areas such as the eyes and brows. Adding other graphical or textual elements to form a new mark is also not permitted.
• A separate athletics identity manual, which can be requested from the Office of Athletics and Recreation, provides guidelines intended to help promote the athletic department, and they apply specifically to all athletic apparel, uniforms, merchandise, and multimedia communications.

Department Structure Guidelines

• This is a example of departmental lockup. Please email creative@nyit.edu if you require a specific logo lockup not found at nyit.edu/scea/diy.

2017

Brand Summary

Mission

• NYIT’s mission is to provide a well-conceived, consistently executed visual identity that incorporates strong messaging to trigger a positive or desired response from viewers, supporting the brand through products that adhere to NYIT’s visual identity [^1].

Core Values

• technology
• entrepreneurship
• career-oriented academics
• applications-oriented research
• diversity

Target Audience

• Prospective students, donors, and other key audiences, including internal and external audiences familiar or unfamiliar with NYIT [^2].

Personality Traits

• dynamic
• engaging
• transformative
• focused
• resilient
• innovative
• solution-oriented

Visual Identity Overview

• NYIT’s visual identity is built from five basic components: logo, color palette, typography, graphic elements (including photographic style), and format guidelines. The visual style is lively, modern, geometric, and vibrant, with a strong emphasis on consistency and differentiation from other colleges [^3].

Categories

Brand Imagery

• Graphical elements and treatment of photography contribute greatly.
• The square of our logo can be the basis of other graphical elements on NYIT’s materials. There can be large solid blocks to indicate stability or foundation, multiple tiny squares to indicate digital pixels, or open squares (solid or broken) to indicate focus or movement.
• NYIT teaches by doing. Experiential learning should be emphasized. That’s why we use so many images of students intently engaged in an activity, where hands may be the focus of the image.
• Science and technology can be art. Extreme close-ups of test tubes, circuits, architectural tools can bring a different perspective.
• Using B&W imagery can be refreshing when everything else is bold color. Use it sparingly to add a different style.
• No document looks good when all pictures look like they were taken from four feet away. Mix it up. Get very close. Pull back for an interesting angle. Use a drone shot for the 500-foot perspective. Keep it varied.

Color Palette

• Color options are important when considering the totality of the piece you are creating—not just the logo. The colors in NYIT’s palette were carefully considered—to work as a complement and contrast to our logo, and importantly, to show the vibrancy and dynamism of the university.
• The university has two primary colors, blue and gold, as specified in the chart below. These must always be used for the color version of the logo. These primary colors should also be used prominently (but not necessarily exclusively) in core central or official print and digital materials. In other products, they should be used sparingly so that their distinctiveness as NYIT logo colors remains strong.
• PMS 660 U CMYK C75 M47 Y0 K0 RGB R64 G124 B191 HEX# #457CBF PAINT Benjamin Moore #818 Watertown Blue
• PMS 129 U, 130 C CMYK C0 M38 Y100 K0 RGB R245 G168 B28 HEX# #F5A81C PAINT Benjamin Moore #315 Oxford Gold
• Use CMYK and PMS values for printed materials.
• Use RGB values for video and digital executions.
• Use HEX values for websites.
• The secondary palette offers a range of options. No school, campus, or department has its own color.
• PMS 1655 U CMYK C0 M70 Y73 K0 RGB R255 G112 B75 HEX# #FF704B PMS Red O32 U CMYK C83 M0 Y59 K0 RGB R252 G81 B88 HEX# #FC5158 PMS 320 U CMYK C93 M15 Y35 K0 RGB R0 G155 B168 HEX# #009BA8 PMS Green U CMYK C93 M0 Y58 K0 RGB R0 G172 B145 HEX# #00AC91 PMS 297 U CMYK C46 M4 Y0 K0 RGB R126 G202 B241 HEX# #7ECAF1 PMS 648 U CMYK C76 M60 Y30 K10 RGB R78 G98 B130 HEX# #4E6282 PMS 2602 U CMYK C44 M77 Y0 K0 RGB R153 G88 B166 HEX# #9958A6 PMS 425 U CMYK C53 M44 Y43 K0 RGB R125 G125 B127 HEX# #7D7D7F PMS 427 U CMYK C23 M16 Y16 K0 RGB R195 G199 B202 HEX# #C3C7CA PMS Black 6U CMYK C68 M61 Y51 K32 RGB R77 G78 B86 HEX# #4D4E56 PMS 812 U CMYK C0 M85 Y14 K0 RGB R239 G77 B138 HEX# #EF4D8A PMS 810 U CMYK C0 M22 Y80 K0 RGB R255 G211 B60 HEX# #FFD33C PMS 811 U CMYK C0 M62 Y52 K0 RGB R255 G136 B104 HEX# #FF8868 PMS 802 U CMYK C69 M0 Y100 K0 RGB R44 G208 B62 HEX# #2CD03E
• Using colors other than those prescribed.

Typography

• One of the ways NYIT’s brand achieves consistency is by limiting the number of primary typefaces in all core institutional materials. NYIT has three house fonts—but not all are created equal nor should they be used interchangeably. They were selected for a variety of reasons: ease of access, clarity in visual performance in all media, and appropriateness to the brand DNA.
• Helvetica Neue is NYIT’s primary font. It is a classic contemporary sans serif font and can be used in almost all situations except in a lockup with the logo. Helvetica Neue is not the same font as Helvetica. When Helvetica Neue is not readily available, Arial should be substituted. See page 15. There are many faces for the Helvetica Neue font. We do not recommend all equally. Please use regular, bold, medium and light (see below).
• Times New Roman is a classic serif face that is very readable in long text situations, particularly in print materials and headlines. It is the typeface used in signatures and is available on all PCs and Apple computers. It is also more formal than Helvetica Neue, so it may be used in legal documents, letters, commencement programs, and the like. There are many faces for the Times New Roman font. We do not recommend all equally. Please use regular, italic, bold, and bold italic (see below).
• NYIT uses Source Code Pro in addition to our two basic house fonts to provide visual accents to the more basic typography. Source Code Pro speaks to NYIT’s digital DNA and is good to use for call-outs, ad copy, and other high­lights where we want to showcase technology. The recommended faces for Source Code Pro are: Regular, Light, Medium.
• When Helvetica Neue is not available—for certain executions such as for the web—use Arial as the substitute font.

Logo Usage

• The university’s logo is made up of a few simple components. Their proportion and placement, along with precise use of colors, are critical.
• It all starts with a simple square in NYIT gold (or black or white). An essential element of the logo, the square has so many meanings that resonate with NYIT’s core competencies and attributes: digital pixels, architectural building blocks, mathematical symbols, and of course, at NYIT, we think outside the “box.”
• The letters “NYIT” as designed here as one image constitute the insignia. The insignia by itself is NOT the logo and should not be used for that purpose, though it may be used as a design element elsewhere on the document/product.
• The square background with the insignia positioned exactly so in the center is the logo. Do not manipulate the proportion of the insignia to the square or the position of the insignia within the square. Details on variations of the NYIT logo and insignia follow.
• Do not attempt to re-create the insignia using any typeface. It is a custom-designed single image.
• The logo or mark can be two colors, blue insignia on gold square background; or black and white (black insignia on white background or white insignia on black background). For special celebratory occasions, C&M can make a silver foil version. This is to be used sparingly and only with our permission. No other color combinations are permitted. (See color specifications on page 13).
• The signature logo has the same color options, but allows for both a horizontal and a vertical version to accommodate different space needs.
• The signature “New York Institute of Technology” may only appear as represented here, in two lines for the horizontal version and three lines in the vertical version. It’s positionand size relative to the square logo is precise and should never be adjusted.
• The logo and the signature logo should only be applied using the digital files administered by the Office of Communications & Marketing and is available for download here.
• The seal is an important element of the college’s heritage, but it is not the logo and should never be used in place of it.
• Variations on the Logo That are NOT Acceptable: Using colors other than those prescribed. Reversing the gold on the blue. Changing the proportion or placement of the insignia to the square. Adding words or images into the square. Distorting the box into other shapes. Using the square as an outline only. Using the insignia alone.
• Please see page 5 for variations that require approval from the Office of Communications & Marketing before using.
• The university has two primary colors, blue and gold, as specified in the chart below. These must always be used for the color version of the logo.
• Use CMYK and PMS values for printed materials. Use RGB values for video and digital executions. Use HEX values for websites.
• Brand consistency is critical and essential. Applying the correct NYIT logo will avoid confusion and create credibility.
• The full name of the university does not always have to be used with the NYIT logo if the audience is already familiar with us. For an internal audience, the logo alone will suffice. For an external, but familiar audience, use the logo alone, but put the words “NewYork Institute of Technology” somewhere on the document, preferably on the same page. However, when the audience is unfamiliar with NYIT, the NYIT signature logo should be used. In this case, the full name of the university is in a “lockup” with the logo and reinforces the meaning of “NYIT.”
• Logo only is needed for an internal audience of (faculty).
• Logo only is needed on a cover for an audience familiar with the school, but the back cover uses the full name.
• The signature logo is required for an audience we are introducing to the university for the first time, as with this ad campaign.
• 0.5" -Some promotional items -Name badges -Minimum Size
• 0.75" -Stationary -Letterheads -Envelopes -Business Cards
• 1 -Brochures (Panels) -Postcards 4" X 6" -Magazine Covers -Booklets 8.5" x 11" -Booklets 5.5 x 8.5" -Postcards 5"x7", 5.5" x 8.5" -Flyers: Letter Size -Flyers: Legal Size -Forms (Headers)
• 0.25" - Minimum Size (when the insignia must be used alone because of space restrictions).
• 1.25" -Full-page Ads (External Pub.)
• 1.5" -Poster: Tabloid size -Poster: 12" x 18" -Folders -For applications larger than 12"x18", the logo size should be determined in proportion to the size of the application.
• There must always be a clear area around the logo that separates it from other visual elements. The ratio for clear area is illustrated here.
• Placement of logo is important for consistency in visual identity. Endeavor to keep the logo in one of two places: lower right or upper left. The clear space around the logo to the edge of the page is in proportion to the size of the insignia see previous page for details. If the logo is used as an integral design element of the printed piece, there may be exceptions to the rule.

Tone And Messaging

• A brand is not what you say you are, it’s what others perceive or say you are. A well-conceived, consistently executed visual identity that incorporates strong messaging triggers a positive or desired response from a viewer/user/consumer. This document serves as a style guide to help amateur and professional designers create products that adhere to NYIT’s visual identity in support of the brand.
• NYIT’s brand is made up of the university’s core competencies: our DNA (technology, entrepreneurship, career-oriented academics, applications-oriented research, and diversity) and our core personality attributes (dynamic, engaging, transformative, focused, resilient, innovative, solution-oriented).
• If everything we design and everything we say reinforces one or more of these competencies and attributes, then we have taken great strides to solidify the public’s perception of our brand.

Brand Values

• NYIT’s brand is made up of the university’s core competencies: our DNA (technology, entrepreneurship, career-oriented academics, applications-oriented research, and diversity) and our core personality attributes (dynamic, engaging, transformative, focused, resilient, innovative, solution-oriented).
• If everything we design and everything we say reinforces one or more of these competencies and attributes, then we have taken great strides to solidify the public’s perception of our brand.

Visual Style

• The visual framework of the NYIT identity is built from five basic components: 1. Logo 2. Color palette 3. Typography 4. Graphic elements, including photographic style 5. Format guidelines. Correct use of these five components will ensure that communications produced for NYIT will reinforce a lively, consistent identity and help differentiate NYIT from other colleges competing for prospective students, donors, and other key audiences.
• The university’s logo is made up of a few simple components. Their proportion and placement, along with precise use of colors, are critical.
• It all starts with a simple square in NYIT gold (or black or white). An essential element of the logo, the square has so many meanings that resonate with NYIT’s core competencies and attributes: digital pixels, architectural building blocks, mathematical symbols, and of course, at NYIT, we think outside the “box.”
• The letters “NYIT” as designed here as one image constitute the insignia. The insignia by itself is NOT the logo and should not be used for that purpose, though it may be used as a design element elsewhere on the document/product.
• The square background with the insignia positioned exactly so in the center is the logo. Do not manipulate the proportion of the insignia to the square or the position of the insignia within the square.
• How a logo is executed in terms of style or color depends on a number of elements, including print vs. digital, material (i.e., paper vs. fabric), background color, and more. Before a logo execution is decided upon, all purposes/executions should be considered.
• The logo or mark can be two colors, blue insignia on gold square background; or black and white (black insignia on white background or white insignia on black background). For special celebratory occasions, C&M can make a silver foil version. This is to be used sparingly and only with our permission. No other color combinations are permitted. (See color specifications on page 13).
• Do not attempt to re-create the insignia using any typeface. It is a custom-designed single image.
• The signature logo has the same color options, but allows for both a horizontal and a vertical version to accommodate different space needs. The signature “New York Institute of Technology” may only appear as represented here, in two lines for the horizontal version and three lines in the vertical version. It’s positionand size relative to the square logo is precise and should never be adjusted. The logo and the signature logo should only be applied using the digital files administered by the Office of Communications & Marketing and is available for download here.
• The seal is an important element of the college’s heritage, but it is not the logo and should never be used in place of it. It is important that the seal be reserved for specific types of applications such as graduation-related communications. The seal should only be applied using the digital files administered by the Office of Communications & Marketing.
• Variations on the Logo That are NOT Acceptable Using colors other than those prescribed. Reversing the gold on the blue. Changing the proportion or placement of the insignia to the square. Adding words or images into the square. Distorting the box into other shapes. Using the square as an outline only. Using the insignia alone.
• Color options are important when considering the totality of the piece you are creating—not just the logo. The colors in NYIT’s palette were carefully considered—to work as a complement and contrast to our logo, and importantly, to show the vibrancy and dynamism of the university.
• The university has two primary colors, blue and gold, as specified in the chart below. These must always be used for the color version of the logo. These primary colors should also be used prominently (but not necessarily exclusively) in core central or official print and digital materials. In other products, they should be used sparingly so that their distinctiveness as NYIT logo colors remains strong.
• Use CMYK and PMS values for printed materials. Use RGB values for video and digital executions. Use HEX values for websites.

Iconography

• Icons can be used to represent NYIT’s seven schools.

Layout And Composition

• There must always be a clear area around the logo that separates it from other visual elements. The ratio for clear area is illustrated here.
• Placement of logo is important for consistency in visual identity. Endeavor to keep the logo in one of two places: lower right or upper left. The clear space around the logo to the edge of the page is in proportion to the size of the insignia see previous page for details. If the logo is used as an integral design element of the printed piece, there may be exceptions to the rule.
• Sample layouts indicate how design elements can be used and are not available for download.
• Business cards can be ordered online-various offices have a portal login. For your reference, following are four available samples layouts.
• The PowerPoint presentation templates below are downloadable files. The basic letterhead template below is downloadable, but there are another dozen letterhead templates for individual schools, department, and/or locations also available for download from the C&M website. These templates are Word documents (.docx files). Edit as needed.
• Below are poster templates created in PowerPoint, available for immediate download and use.
• Below are postcard templates created in PowerPoint, available for immediate download and use.

Brand Architecture

• The NYIT square logo is an integral part of communicating the brand at all levels of the organization and in all locations. It is important that all NYIT schools, colleges, departments, and locations be presented as parts of a whole. This chart is an outline of how the signature logos, which are the combination of the square logo and a particular entity, and which are available in both horizontal and vertical formats, will vary for different parts of the organization.
• Specific marks have been developed for entities within the institution based on their unique needs, goals, and audiences. These special brand components are meant to be used in coordination with the NYIT logo and brand rules. The NYIT marks are unique brand components oriented to special/unique audiences, and their goals always coordinates by NYIT brand rules. If you require exceptions, please contact the Office of Communications & Marketing.
• No school, campus, or department has its own color.

Infographics

• lnfographics are a popular form of content marketing that help simplify a complicated subject or make a dry subject more engaging. Ideally, an infographic should be visually interesting and contain subject matter and data appealing to your target audience … something “share worthy.”
• Icons can be used to represent NYIT’s seven schools.
• Numbers are important to the core of what we teach. Illustrating data as infographics is a good way to reinforce the NYIT culture.
• lnfographics and illustrations can be quick shorthands for action items or information.

Photography

• NYIT has a separate document on best practices for photography, but there are a few things we encourage:
• NYIT teaches by doing. Experiential learning should be emphasized. That’s why we use so many images of students intently engaged in an activity, where hands may be the focus of the image.
• Science and technology can be art. Extreme close-ups of test tubes, circuits, architectural tools can bring a different perspective.
• Using B&W imagery can be refreshing when everything else is bold color. Use it sparingly to add a different style.
• No document looks good when all pictures look like they were taken from four feet away. Mix it up. Get very close. Pull back for an interesting angle. Use a drone shot for the 500-foot perspective. Keep it varied.

Additional Properties

Employees History

Total Assets History