When it comes to branding, let visuals do the heavy lifting
The basics
Our brand personality
Our brand personality consists of the traits and characteristics that are reflected in the way we present the alumni association. Like the editorial voice, the IU Alumni Association’s visual brand personality is described in a series of key words, including positive, welcoming, confident, savvy, and friendly. To achieve a look that conveys these key words, we use a variety of visual elements.
IUAA recommends using the following fonts that are available on most computers:
- Franklin Gothic
- Arial
- Georgia
When in doubt, refer to the IU Brand Guidelines. Please note that IUAA does not have permission to distribute fonts.
Don't we all see red? The most recognizable brand color is IU Crimson, and we consider it IU's primary color. For marketing purposes, our other primary color is white, not cream, because cream doesn't show up well in most executions.
Crimson
- For printers: PMS 201 or C0 M100 Y65 K34
- For screens: R169 G5 B51
- For web: #990000
IU Archives offers photos from the beginning of IU time (or almost, anyway.) Their only request is that you credit IU when you use the images.
Don’t forget: Your IUAA offers a wide variety of photos on SmugMug.
Lockups
A new aspect to IU’s identity
In 2015, IU Studios introduced a new aspect to IU’s identity. Called a lockup, this new format was created to reproduce well digitally and on specialty items. IU Studios offers loose guidelines for using the new lockups versus the traditional IU signature. Generally, it recommends using the signature on printed letterhead and business cards; use the lockup on digital and specialty items.
The lockup is a red IU tab combined with the name of our organization (or org name plus charter group name). The lockup is different than a logo because the trident is reversed out of a red box, and the font is sans serif. The font, especially, is easier to read in situations where thin lines disappear, such as on websites, presentations, or when silk-screened or embroidered on hats or shirts.
IUAA logo (signature)
Use the IUAA logo on formal communications such as stationary.
IUAA lockup
Use the IUAA lockup on digital communications, merchandise, signs, and other information communciations.
Rules and guidelines
When using the lockup, we have one rule and a few guidelines to follow. We’ll start with the rule: Use the lockup as supplied through your OneDrive account. Do not change the artwork or create a new identity.
The rest are guidelines:
When to use horizontal or vertical artwork
We supply two lockup styles, vertical and horizontal.
- Vertical lockups (the tab is on top, everything is centered)—use this art when the artwork is centered on the page (or T-shirt, sign, cap, water bottle, etc.)
- Horizontal lockups (the tab is on the left and the words on the right)—use when the lockup is aligned to the left or right side of the page.
Guide to file formats
| Use | File format |
|---|---|
| Web or screens | .png or .jpg .jpg is preferable for it's smaller file size unless it needs a transparent background in which .png will be required. |
| .jpg (low resolution, about 96 pixels per inch) | |
| Word | .jpg (high resolution, about 150–300 pixels per inch) will most reliably display and print in word processing applications |
| Give to a printer or a person creating merchandise | .svg, .pdf, or .eps files |
| Someone asks for a vector graphic | .svg, .pdf, or .eps files are vector graphics |