Temerty Medical

Official Websites

• https://temertymedicine.utoronto.ca

Brand Guidelines

2021

Brand Summary

Mission

• To lead life-changing improvements in health and health care through global leadership in discovery science, innovation, and training expert physicians, rehabilitation professionals, and researchers, anchored by cross-disciplinary collaboration and diversity [^1].

Core Values

• academic excellence
• global leadership
• innovation
• collaboration
• diversity
• recognition
• credibility
• integrity
• consistency

Target Audience

• Stakeholders of the Temerty Faculty of Medicine, including students, faculty, researchers, healthcare professionals, and the broader medical and academic community [^2].

Personality Traits

• authoritative
• credible
• professional
• distinguished
• precise
• elegant
• refined

Visual Identity Overview

• The visual identity is centered on a distinctive wordmark and signature, using serif and sans-serif typefaces, a primary color palette of U of T Blue (Pantone® 655) and Light Blue (Pantone® 633), and strict guidelines for logo usage, clear space, and minimum size. The style is clean, professional, and academic, emphasizing clarity, consistency, and institutional branding [^3].

Categories

Brand Imagery

• There must always be a minimum margin of clear space around the Temerty Faculty of Medicine signature. The minimum clear space is equal to 50 per cent of the height of the crest.
• To protect the crest’s integrity and maintain visual impact, the minimum width of the signature is 2.5 inches for print applications and 180 pixels wide for digital applications.
• In applications where the imprint area is severely limited or where the method of reproduction will compromise the clarity and integrity of the crest, we recommend using the signature without the crest. Ideal for merchandise branding on pens, lanyards, and some embroidery applications. The signature without the crest is not intended for regular use.
• Signature without crest for use in limited imprint areas with a minimum clear space equal to the height of the upper case “O”.

Color Palette

• U of T’s official brand colour is dark blue or U of T Blue (Pantone® 655). All U of T signatures must appear in U of T Blue, including the Temerty Faculty of Medicine signature, with the exception of black and white.
• The Faculty signature can appear on coloured backgrounds or photography as long as there is enough contrast between the signature and the background to ensure legibility and clarity.
• Do not use in a colour, other than U ofT Blue
• The wordmark’s official brand colours are U of T Blue (Pantone® 655) and Light Blue (Pantone® 633). This is the preferred version of the wordmark.
• We recommend using the black word mark only when colour is not permitted or available.
• When a background is a dark colour, busy (e.g. a photograph), or where the two colour or black word mark is not appropriate, we recommend using the reverse word mark. Please note, this version is only be used in limited situations.
• Do not change the colours
• For brand consistency, the U of T Blue (Pantone® 655) is the Temerty Faculty of Medicine’s primary colour.
• We use Light Blue (Pantone® 633) as the secondary colour.
• U of T Blue Pantone® 655 C: 100 M: 79 Y: 12 K: 59 R: 37 G: 53 B: 90 HEX: #25355A
• Light Blue Pantone® 633 C: 98 M: 6 Y: 10 K: 29 R: 0 G: 127 B: 163 HEX: #007FA3
• If including text (e.g. the name of a department), ensure legibility and brand recognition by: - Using U of T colours (Blue, Light Blue and White). Where possible, keep the background colour white for legibility, or if the background is U of T blue, the text should be white.
• The white and Light Blue wordmark is reserved for merchandise only. Please see page 15 for more information on word mark colours.

Typography

• Trade Gothic is a sans-serif typeface that complements the serif typeface used in the Temerty Medicine wordmark. The Trade Gothic family includes various weights.
• The minimum font size in body copy for print should be no smaller than 9.25 point.
• For photo captions, asterisk notes and legal text, the point size should be smaller but no smaller than 7 point.
• When setting in Bembo, we use old-style figures.
• The minimum font size in body copy for print should be no smaller than 10.5 point.
• The use of these typefaces requires purchase of a commercial license but acceptable substitutes are available on most computer operating systems.
• The acceptable replacement for Trade Gothic is Arial.
• The acceptable replacement for Bembo is Times New Roman.
• If including copy (e.g. the name of a department), only use the U of T approved fonts: Arial, Times New Roman, Trade Gothic, or Bembo.
• If including text (e.g. the name of a department), ensure legibility and brand recognition by: - Using the U of T approved fonts: Arial, Times New Roman, Trade Gothic, or Bembo. - Using U of T colours (Blue, Light Blue and White). Where possible, keep the background colour white for legibility, or if the background is U of T blue, the text should be white.

Logo Usage

• In all central Faculty communications and marketing materials, the Faculty signature must be prominent and placed in a visible location.
• There must always be a minimum margin of clear space around the Temerty Faculty of Medicine signature. The minimum clear space is equal to 50 per cent of the height of the crest.
• To protect the crest’s integrity and maintain visual impact, the minimum width of the signature is 2.5 inches for print applications and 180 pixels wide for digital applications.
• In applications where the imprint area is severely limited or where the method of reproduction will compromise the clarity and integrity of the crest, we recommend using the signature without the crest. Ideal for merchandise branding on pens, lanyards, and some embroidery applications. The signature without the crest is not intended for regular use.
• Signature without crest for use in limited imprint areas with a minimum clear space equal to the height of the upper case ‘O’.
• U of T’s official brand colour is dark blue or U of T Blue (Pantone® 655). All U of T signatures must appear in U of T Blue, including the Temerty Faculty of Medicine signature, with the exception of black and white.
• The Faculty signature can appear on coloured backgrounds or photography as long as there is enough contrast between the signature and the background to ensure legibility and clarity.
• We must use the Temerty Faculty of Medicine signature correctly to ensure that its visual impact and integrity are not compromised and that it remains aligned with the U of T brand identity.
• The signature should never be altered or manipulated in any way.
• Always reproduce the logo from approved electronic artwork only.
• Do not stretch the signature
• Do not compress the signature
• Do not use in a colour, other than U ofT Blue
• Do not use the signature without the crest
• Do not rearrange elements of the signature
• Do not resize independent elements of the signature
• Do not use the signature against a busy background

Tone And Messaging

• A brand is the emotional and rational perception of your essence, personality and values as understood by your target audience. Brand is what people think and feel about you and how they act based on this.
• A set of guidelines that provides direction on how a brand should be presented creatively, covering both graphic and language elements.
• This document provides guidelines that will empower Temerty Medicine stakeholders to use the new brand style while reinforcing the proper use of visual elements and language in all communications.
• Proper use of the Faculty name is key to creating a strong brand.
• In copy, we always use the Temerty Faculty of Medicine’s full name with the first mention.
• The second time we mention the name in body copy, we use this convention.
• For quotations and remarks, favour the “second-use” convention as it sounds more vernacular.
• For headers and subheads, the “second-use” is often preferable due to space constraints.
• In subsequent mentions, favour the “second-use.” Deploy the “third-use” if repetition becomes an issue in the text.
• When we talk about the Faculty in the past (before the donation), we use the following structure: the Faculty of Medicine—now Temerty Faculty of Medicine— For example: “This outstanding support enabled the Faculty of Medicine—now the Temerty Faculty of Medicine—to hire the world-renowned neuroscientist…”
• Do not use “the Temerty Faculty” or “the Faculty of Medicine” or “Medicine” in place of the conventions outlined here. It is crucial that we strongly associate the Temerty name with the Faculty’s prestigious legacy of medical excellence and its ongoing leadership in health research, teaching and innovation.
• When the Faculty is cited or affiliated faculty members appear or are quoted in the media, reference the Temerty Faculty of Medicine at the University of Toronto whenever possible. This also applies to faculty members who are presenting at conferences or other speaking engagements.

Visual Style

• There must always be a minimum margin of clear space around the Temerty Faculty of Medicine signature. The minimum clear space is equal to 50 per cent of the height of the crest.
• To protect the crest’s integrity and maintain visual impact, the minimum width of the signature is 2.5 inches for print applications and 180 pixels wide for digital applications.
• In applications where the imprint area is severely limited or where the method of reproduction will compromise the clarity and integrity of the crest, we recommend using the signature without the crest. Ideal for merchandise branding on pens, lanyards, and some embroidery applications. The signature without the crest is not intended for regular use.
• Signature without crest for use in limited imprint areas with a minimum clear space equal to the height of the upper case “O”.
• U of T’s official brand colour is dark blue or U of T Blue (Pantone® 655). All U of T signatures must appear in U of T Blue, including the Temerty Faculty of Medicine signature, with the exception of black and white.
• The Faculty signature can appear on coloured backgrounds or photography as long as there is enough contrast between the signature and the background to ensure legibility and clarity.
• The signature should never be altered or manipulated in any way.
• Always reproduce the logo from approved electronic artwork only.
• Do not stretch the signature
• Do not compress the signature
• Do not use in a colour, other than U ofT Blue
• Do not use the signature without the crest
• Do not rearrange elements of the signature
• Do not resize independent elements of the signature
• Do not use the signature against a busy background
• The wordmark uses a bespoke version of the font Baskerville Regular.
• The typeface was thickened with a 0.5 stroke around the entire word mark.
• The serifs of each character, including ones in lowercase letters, have been customized to appear thinner, giving the word mark a more elegant and refined look.
• The spacing between the letters “M”, “e” and “d” in Medicine have been slightly expanded.
• The dots over the two letter ‘‘i’’s have been slightly lowered.
• The stacked wordmark is the primary version in most instances.
• Although reserved for secondary use, in certain instances such as long horizontal banners, the horizontal wordmark will be more effective in providing maximum brand recognition. In such cases, use the horizontal wordmark.
• Avoid using both the primary and secondary wordmarks together on a single piece of collateral.
• There must always be a minimum margin of clear space around the Temerty Faculty of Medicine wordmark. The minimum clear space is equal to the height of the lower case “e”.
• The wordmark should also never be closer to an edge (page, sign, screen, etc.) than the minimum clear space.
• The minimum size is 1 inch wide for print applications and 72 pixels wide for digital applications.
• When using the horizontal wordmark, the minimum size is 2 inches wide for print applications and 144 pixels wide for digital applications.
• The wordmark’s official brand colours are U of T Blue (Pantone® 655) and Light Blue (Pantone® 633). This is the preferred version of the wordmark.
• We recommend using the black word mark only when colour is not permitted or available.
• When a background is a dark colour, busy (e.g. a photograph), or where the two colour or black word mark is not appropriate, we recommend using the reverse word mark. Please note, this version is only be used in limited situations.
• Alterting or manipulating the approved wordmark artwork is never permitted.
• Only reproduce the word mark from approved electronic artwork.
• Do not change the colours
• Do not condense, expand or otherwise distort the word mark
• Do not angle or rotate the word mark
• Do not add any drop shadows to the word mark.
• Do not change the font in the word mark
• Do not use the word mark as a transparent or place the word mark on a busy background
• Do not change the relationship between the words in the word mark
• Do not alter the word mark
• Do not add anything to the word mark
• The wordmark and Faculty signature should reside in different zones, not on the same line or beside each other in a lock-up. It must never look like they are vying for attention.
• The Faculty signature should not be placed side by side with the Faculty word mark.
• Trade Gothic is a sans-serif typeface that complements the serif typeface used in the Temerty Medicine wordmark. The Trade Gothic family includes various weights.
• The minimum font size in body copy for print should be no smaller than 9.25 point.
• For photo captions, asterisk notes and legal text, the point size should be smaller but no smaller than 7 point.
• When setting in Bembo, we use old-style figures.
• The minimum font size in body copy for print should be no smaller than 10.5 point.
• The acceptable replacement for Trade Gothic is Arial.
• The acceptable replacement for Bembo is Times New Roman.
• For brand consistency, the U of T Blue (Pantone® 655) is the Temerty Faculty of Medicine’s primary colour.
• We use Light Blue (Pantone® 633) as the secondary colour.
• U of T Blue Pantone® 655: C 100, M 79, Y 12, K 59, R 37, G 53, B 90, HEX #25355A
• Light Blue Pantone® 633: C 98, M 6, Y 10, K 29, R 0, G 127, B 163, HEX #007FA3

Layout And Composition

• In all central Faculty communications and marketing materials, the Faculty signature must be prominent and placed in a visible location.
• There must always be a minimum margin of clear space around the Temerty Faculty of Medicine signature. The minimum clear space is equal to 50 per cent of the height of the crest.
• To protect the crest’s integrity and maintain visual impact, the minimum width of the signature is 2.5 inches for print applications and 180 pixels wide for digital applications.
• In applications where the imprint area is severely limited or where the method of reproduction will compromise the clarity and integrity of the crest, we recommend using the signature without the crest. Ideal for merchandise branding on pens, lanyards, and some embroidery applications. The signature without the crest is not intended for regular use.
• Signature without crest for use in limited imprint areas with a minimum clear space equal to the height of the upper case “O”.

Stationery Package

• Here we show a 8.5" x 11" letterhead design which is easily editable using Microsoft Word.
• This letterhead design is suitable for printing with a standard desktop printer.
• The body copy should be 100% black and the size should be set at no larger than 10 pt.
• Temerty Medicine and the web address are in Light Blue (HEX #007FA3) and are set in Arial Bold 7 pt.
• The address information is U of T Blue (HEX #25355A) and is set in Arial Regular 7 pt. on 10 pt. leading.
• This customizable stationery can be personalized with an individual’s name and title in the top right area, opposite the salutation.
• This #10 business envelope design should be professionally printed to ensure proper printing of the full-bleed areas.
• Wordmark is 1.45" wide
• Signature is U of T Blue and is 2.75" wide
• Temerty Medicine is in Light Blue.
• The address information is U of T Blue and is set in Arial Regular 8 pt. on 11 pt. leading.
• #10 Business Envelope 9.5"w
• For department envelopes, the department signature is placed in the top lefthand corner above the address block, with the Temerty Faculty word mark in the bottom lefthand corner.
• Wordmark is 1.125" wide
• The department name is in Light Blue.
• The business card is double-sided, with the Faculty or department signature and personal contact information on the front and the Temerty Medicine wordmark on the back.
• The front side of the business card is part of an approved established template required for all U of T business cards.
• When developing a business card for a department, we replace the Temerty Faculty of Medicine signature and address with the department signature and address.
• The url is set in Light Blue, Trade Gothic Bold N0.2 in 9 pt.

Merchandise

• This merchandise example includes a lock-up with the Insulin 100 logo, celebrating the 100th anniversary of insulin’s discovery at U of T. Medicine Temerty Medicine Temerty in••=•=m•••""’"’ UNIVERSITY OF TORONTO The white and Light Blue wordmark is reserved for merchandise only. Please see page 15 for more information on word mark colours.