Guidelines

From photography to typography to the color palette, all UAF materials should be designed with a consistent look. The university consists of many different units. Unifying the appearance of all marketing materials not only builds recognition, but reinforces the UAF brand to internal and external audiences. The design guidelines in this section outline the proper usage of key elements for building a strong brand. 

demonstrations of correct and incorrect logo usage

Logos

UAF’s logo must be visible on every print or electronic publication produced by UAF departments.

GENERAL RULES FOR USING THE UAF LOGO

The logo is most often used in blue or black. It works well at a variety of sizes and can be downloaded in a variety of formats. If the logo is being affixed to merchandise (or promotional items) for sale or giveaway, please read the trademark information first.

  • The logo should be used conspicuously on all university communications. The logo should appear on the cover of all print publications that represent the university and are intended for external audiences.
  • The logo should not be modified without sending it to uaf-logo@alaska.edu for review. Acceptable variations of the logo are provided online.
  • The logo should only be used in official, primary UAF colors, or black and white. Be sure to select a logo color that will sufficiently contrast with the background of the publication.
  • The logo must not be reduced to less than one-half inch in width. When resizing the logo, resize it proportionately.
  • Ensure visibility of the logo by leaving an appropriate amount of space around the image.
  • The logo may be used without the words “University of Alaska Fairbanks” underneath provided that the full university name appears prominently written out elsewhere on the page.
  • Questions about usage can be sent to uaf-logo@alaska.edu
  1. UAF logos

Typography

Typography is an important element of the UAF visual identity system and helps convey the personality of our brand. When used correctly and consistently, typography unifies the appearance of communications.

PRIMARY FONTS
The primary sans serif typeface is Ideal Sans, which allows for fluid readability and versatility and was chosen because it gives designs a warm, organic, handmade feeling. It should do the heavy lifting in communicating the general look and feel of the product. Ideal Sans can be bought at www.typography.com. If Ideal Sans is not available, or for web and PowerPoint presentations, you may use Trebuchet MS, which is provided with Microsoft Windows and Mac OS X operating systems.

Minion Pro, the primary serif typeface, is also highly readable and is suitable for a number of different, more formal, applications such as invitations or books, or where a serif font is required. Minion Pro is installed with the Adobe Creative Suite or any of the bundled programs available to University of Alaska faculty and staff through the Office of Information Technology keyserver. Information on these applications is available at www.alaska.edu/oit/services/software-downloads/

Additional variants of Minion Pro can be bought at  www.adobe.com/type/. If Minion Pro is not available, or for web and PowerPoint presentations, you may substitute Georgia, which is also a system font.

DECORATIVE FONTS
When special projects require a decorative font, OSP-DIN and Wisdom Script have been approved for use. OSP-DIN should only be used for a few words or short headlines, and Wisdom should be used seldomly and only for a few words. These specialty, stylized fonts should be used sparingly. Please refer to how the decorative type is used in this brand book as an example.

OSP-DIN is an open-source font that can be downloaded from http://ospublish.constantvzw.org/foundry/osp-din/. Wisdom Script is a pay-what-you-want typeface available from The Lost Type Co-Op at www.losttype.com.

WEB TYPOGRAPHY
Recommended font specifications for UAF websites are:

  • Sans-serif fonts: Trebuchet MS, Arial, Helvetica
  • Serif fonts: Georgia, Times New Roman, Times

For decorative fonts for the web, please contact Marketing and Communications at uaf-marketing@alaska.edu.

Download color palette (PDF)

Color Palette

Color selection is a key element in building a strong brand. Blue (Pantone Plus 647 C, CMYK: 96 54 5 27, RGB: 35 97 146, Hex: 236192) and gold (Pantone Plus 116 C, CMYK: 0 14 100 0, RGB: 255 205 0, Hex: FFCD00) are UAF’s primary colors. Before choosing dominant colors other than blue and gold, consider whether the piece could be construed as another university’s. The secondary and supporting color palettes are inspired by nature and feature vibrant earth and auroral tones to represent the energizing atmosphere at UAF. Staying true to this color palette allows us to reinforce the brand characteristics and build brand recognition. 

These colors are listed in the following color models: 

  • Pantone® Plus Series (for 2-color printing)
  • CMYK (for 4-color/full-color process printing)
  • RGB or HEX values for web and screen.

Please choose the appropriate values for the medium in which you are working. Color palettes compatible with the Adobe Creative Suite are available for download.

PRIMARY COLOR PALETTE
These should be the dominant colors used when designing materials. The colors in the primary color palette should always cover more area than any other color that appears in materials.

SECONDARY COLOR PALETTE
These colors should be used to support the primary colors, but the primary colors should remain dominant.

SUPPORTING COLOR PALETTE
These colors should be used to accent the primary colors and should be used sparingly (no more than 20 percent of the visual weight on the design). In any given design, only one accent color should be used with the primary colors to keep the primary colors dominant. The use of too many accent colors will dilute the power of the primary colors.

  1. color palette 
    (Adobe Creative Suite)
  2. color palette handout
    (PDF)

Photography

The style of photography included in UAF materials should have a consistent look and feel. This style uniquely represents UAF. The brand characteristics are readily apparent, so that even one photograph can be distinctly recognizable as UAF. Photos should demonstrate the UAF brand characteristics and personality (engaging, sociable, stimulating, authentic), evoke a sense of energy, have an interesting composition, and contain some sort of background. Because UAF is “inspired by place,” we should show the environment where our students engage, learn and thrive. 

If a grainy, “natural” effect is desired, the photo treatment can be easily achieved using Photoshop (see tutorial). Images are highly saturated and then a high pass filter is applied; this gives the image a bit of a “grainy” look to reinforce the natural feel of the brand. See examples of these treatments to the right.* 

Professional photography should be used whenever possible. Access to UAF’s online photo collection and instructions for requesting an image or a photographer at your event can be found here: www.uaf.edu/marketing/photo/.

Stock images may be used, but when used should follow the same guidelines outlined above.

*Treatment is not recommended for photos submitted for news.

Video

Guidelines for photography also apply to video. Videos used to represent UAF should highlight the UAF brand characteristics and personality (engaging, sociable, stimulating, authentic) and show that UAF is Naturally Inspiring. Staged, scripted scenarios might be appropriate in some instances, but when possible, videos should be unscripted and capture the subject(s) engaging naturally in their environment. This adds authenticity and reinforces the brand.

Professional video production should be used whenever possible. Marketing and Communications can shoot video for your department or project, depending on its multi-use potential and staff availability. For information and requests, visit www.uaf.edu/marketing/video/request/.

If you choose to shoot your own video, Rasmuson Library has equipment available for checkout. Visit http://library.uaf.edu/media/ for detailed information. 

Please add the opening and closing segments shown to the right. Contact Marketing and Communications at uaf-marketing@alaska.edu to obtain the files. 

  1. video opening and closing

Web

All official UAF websites must comply with these requirements.

REQUIREMENTS FOR HOME/OPENING PAGE

The homepage must:

  • The name of the department, school, institute and/or unit should be in large letters and near the top of the page. A department banner meets this requirement.
  • Provide contact information for the unit, including address, phone, fax and email.
  • Include an email link to the contact person(s) for the site.
  • Be accessible through a minimum of Priority 1 of the W3C Accessibility Initiative 1.0.
  • Use an official standard UAF banner or official department alternate banner. Units can request an exemption from using the banner.

REQUIREMENTS FOR SUBSEQUENT PAGES

All pages in the site that follow the homepage must:

  • Provide the name and contact information for the unit, including address, phone, fax and email. Alternatively, a clear link to this contact information may be used.
  • Include an email link to the contact person(s) for the site.
  • Be accessible through a minimum of Priority 1 of the W3C Accessibility Initiative 1.0.

ADDITIONAL REQUIREMENTS

  • When a UAF logo is used, it must be the current, official logo.
  • Old, unapproved or modified banners or logos are not to be used.

Social Media

Using social media for your department is a lot like using social media as yourself. However, when you use social media on behalf of your department there is an added layer of responsibility, i.e., an added layer of consideration when it comes to posting online.

The general questions are: 

  • How do I post? 
  • How often should I post? 
  • What should I post?

THE WEBSITE

recommended posts per day: Whatever content you have, however often you have it

content: Everything

style: Our brand’s style

This is the foundation of your communication with the world. Everything else connects back here.

FACEBOOK

recommended posts per day: 1 - 2

content: Everything from the website, data mining

style: Professional, but in a “casual Friday” sort of way

Responding to negative posts: Wait 2 hours before responding, let the community answer first, if necessary respond to the post and then follow up   using private messages or emails. 

If you have only one element of social media presence, this should be the one. There are several different types of Facebook pages: personal, brand (your department’s page), group, event and place.

The 3 post musts:

  • Include a photo if possible. Photographs help get attention. If you don’t have an appropriate photograph don’t let that stop you from posting.
  • Descriptive text should not be longer than 3 lines.
  • Use trackable link shortener for all links (e.g., bitly).

TWITTER

recommended posts per day: 6 - 8 at minimum

content: News and events, retweets of news and events, other things that are going on, data mining

style: Snappy but professional, limited to 140 characters

Responding to negative posts: Respond promptly, pursue questions in direct messages or email

If you want to participate in Twitter expect a large learning curve if you are unfamiliar with the platform.
It moves quickly and demands constant attention.

The 3 post musts:

  • Include a link.
  • Limit tweets to 120 characters or less to facilitate retweeting.
  • Use trackable link shortener for all links.

YOUTUBE

recommended posts per day: 0 - 1

content: Any multimedia

style: Various; depends on the content

Responding to negative posts: Let negative comments rest for a week, then answer. 

There are several ways to organize content on this platform and the university itself has an active channel where it can share the things you create. 

The 3 post musts:

  • Try to keep under 2 minutes.
  • Tag all content elements.
  • Short title, “headline” style

These four media outlets cover the basics for your department, school, college or office when it comes to posting on mainstream media.

There are many more social networking platforms but the ones listed above should be sufficient for getting the word out about what’s going on in your department. If you have questions about other media platforms, contact Marketing and Communications at uaf-marketing@alaska.edu.

A full list of social media guidelines is available at www.alaska.edu/oit/services/computer-security/standards/.  

  1. social media elements

Required language

As a state entity, there are legal requirements the university must follow. This section outlines the required language and appropriate usage.

AA/EO and accreditation statements
Federal law requires the following statement to appear on all UAF print, multimedia and web publications designed for external, off-campus distribution:  

UAF is an AA/EO employer and educational institution.

The accreditation statement can optionally be included with the AA/EO statement:

The University of Alaska Fairbanks is accredited by the Northwest Commission on Colleges and Universities.
UAF is an affirmative action/equal opportunity employer and educational institution.

Editorial

All communication materials written for or about the  University of Alaska Fairbanks should have consistent  style and tone. This section serves as a guide for  editorial rules that ensure consistency and comply  with the UAF brand standards and personality.

  1. editorial style guide
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