The Graphic Identity of Macon State College

Contact Information

Copies of the electronic files mentioned in these Graphic Identity guidelines are available for from the Office of Institutional Advancement. Please specify in your email request the purpose for which the files will be used. Send requests or questions about these guidelines to Bill Weaver, Renee Pearman or Sheron Smith in the Office of Institutional Advancement. Macon State College Office of Institutional Advancement 100 College Station Drive Macon, GA 31206 Ph. (478) 471-2722

(Updated: April 21, 2008)

Graphic identity refers to the images the College offers to the public through its typefaces, its logos, its colors, its business cards, its stationery, its decals and more. It is the visual representation of the College's most important symbols and marks.

The old Macon State logo, dominated by the letters MSC, became a widely recognized symbol of the College. It is anticipated that the new Macon State logo, adopted in April 2008 and reproduced in one of its color configurations above, also will be one of the most widely recognized graphic symbols in Central Georgia, especially if each of the elements of the logo are kept in their original design and not changed or altered.

This web page will detail various elements of the College’s graphic identity and establish firm guidelines for using the elements for any number of purposes. Use of any of the elements in a manner inconsistent with what is specified herein is not authorized without prior approval from the Office of Institutional Advancement.

A useful word: Institutions

Sometimes a sentence needs to include a reference to all of the state’s colleges and universities. While it is recognized that there are instances when it’s acceptable to use “college” when referring to higher education in general, references to all of the institutions in Georgia can be problematic because some are called a college and some are called a university. Therefore, the writer should avoid using only “colleges” or only “universities” to refer to all of Georgia’s institutions of higher education. Instead, as we did in the previous sentence, use of the word “institutions” in conjunction with “higher education” may be a good alternative, as it is a description that properly refers to both colleges and universities.

The College name

Unlike the old logo, which emphasized the College's initials, the new logo emphasizes "Macon State," the words most commonly used to refer to the College. Use of MSC — not only the old logo itself, but the acronym as well — is being phased out.

There are three acceptable uses for referring to the College in printed materials:

• Macon State College
• Macon State
• the College

The first reference in any letter or story should always be: Macon State College. Second or subsequent references to the institution may be written as Macon State, or as the College. It is the College's style to capitalize the word “college” when referring specifically to Macon State College.

The College’s previous names — Macon Junior College and Macon College — should not be used when referring to the present institution. Those names should only be used when making historical references to the name of the College as it was known at a specific time in the past.

Similarly, Macon State should never be referred to as a university. There are specific requirements which must be met before a “college” can be called a “university,” not the least of which is that “university” is a part of the institution’s name.

The standard logo

Click here for examples of standard logo configurations

Few symbols are as important to the College as its logo. The standard logo is the College’s primary identifier. The logo should not be stretched or squeezed in any way that distorts the vertical or horizontal proportions of the original design. The logo may be resized -- but only if the horizontal and vertical proportions remain the same. Original EPS versions of the logo -- please click here to see "Using electronic files ... " section -- are vector files that may be resized to properly maintain their quality. The font used in the logo should not be substituted; the rays of light should not be recolored or reshaped. Think of the logo not as a collection of individual parts but as one complete symbol.

The logo includes clear space around the outside which cannot be intruded upon. This distance is determined by the utilized size of the logo. Distance to the blue bar on either the left or right side of the local equals the cap height of the word COLLEGE. Distance above and below the local is equal to one-half of the COLLEGE cap height.

The logo must be reproduced from official artwork to maintain consistent quality. Original artwork is available from the Office of Institutional Advancement.

Rays from the logo

The top of the logo contains a mark that depicts seven rays of light (representing the seven counties Macon State was originally created to serve). This mark may be used independently of the entire logo, but only in conjunction with other College identifiers — such as text or the logo. Examples could include:

• In a publication clearly produced by the College.
• As a mark in advertising that clearly mentions the College.
• In a campaign sponsored by the College.
• Please click here to see "Using electronic files ... " section.

Over time, it is expected that the rays mark will become associated with the College, so the mark may take on added usages by itself.

The same resizing restrictions apply to the rays as is detailed under the standard logo section — the proportions must remain the same as is shown in the original.

Coloring the rays -- The rays may be used only in gold, blue, white or black. The seven individual rays always must be the same color, and no parts of the inside or area between the rays may be recolored.

Sizing the rays -- While it is difficult to prescribe how large is too large, the rays should not be used in a size or in a manner that causes them to dominate over the logo, or the College name. Used small, the rays may simply brand pages as part of a Macon State publication. The rays should always be supplementary to a design, and never the primary element. The rays should be reproduced from official artwork to maintain consistent quality. Original artwork is available from the Office of Institutional Advancement.

The official seal

Use of the official seal implies official sanction by the College and/or the president of the College. As the legal signature of the College, this symbol must not be altered in any way.

The seal should be used only for those purposes that have been given specific sanction by the president, or for those events, publications or correspondence that are produced on behalf of the president or where his presence is anticipated.

The seal is the most formal symbol in existence of Macon State College. Therefore, its use should be reserved for the most formal purposes. For instance, it should not be used on routine correspondence or where the standard logo is sufficient. It should not be used on clothing. It should not be used on the College website. It may be used, with discretion, on merchandise sold through the Bookstore. (See additional apparel and merchandise guidance.)

In general, however, the official seal should not be used in places where the logo is sufficient. Instead, the seal’s use should be reserved only for the most official and formal purposes. Please click here to see "Using electronic files ... " section.

Any proposed uses of the seal which vary from those prescribed here must be approved in advance by the Office of Institutional Advancement.

The seal must be reproduced from official artwork to maintain consistent quality. Original artwork is available from the Office of External Affairs.

Coloring the seal -- The official seal may be reproduced only in certain colors -- all black on a light background, all white on a dark background, all blue or all gold. Under no circumstances should any of the elements in the seal be colored any differently than other elements -- all elements must be in the same color, and no shading of additional colors should be used anywhere on or around the seal.

The official fonts

It is recognized that there are an abundance of fonts available by those who design or produce publications, advertising, brochures and signs. However, it is very much in the interest of establishing a consistent graphic identity — as well as to ensure legibility — that the Office of Institutional Advancement seeks to limit which fonts may be used in College publications. These are the fonts that should be used; variations must be approved in advance by the Office of Institutional Advancement. It is suggested -- but not required -- that these fonts also be used in written correspondence on College stationery. The fonts may be obtained by the College community from the Office of Institutional Advancement.

Click here to see instructions on how to install these fonts on your computer.

Serif font — ITC Garamond Standard Light, ITC Garamond Standard Light Italic and ITC Garamond Standard Book. These fonts are not the same as the simple Garamond found on many College computers. The proper fonts have ITC in the title.

Sans serif font — Verdana. This font may be used where smaller text is called for, such as in long lists or photo captions. In very small sizes, a serif font like ITC Garamond may get difficult to read due to the variation in the width of strokes of the letters. The stroke in a sans serif font is generally more uniform, so it should be easier to read in smaller point sizes. Verdana is already available on most computers.

Font used in logo -- The font used in the official logo is reserved for three uses only: In the logo, on letterhead stationery and on business cards. (See letterhead stationery and business card section below for additional details.)

The official colors

The official colors of the College are these specific hues of blue and gold.

Blue

Pantone 072 C
RGB: R 27, G 63, B 149
CMYK: C 100, M 90, Y 13, K 1
Hex code: 1B3F95

Gold

Pantone 123 C
RGB: R 255, G 195, B 36
CMYK: C 3, M 26, Y 91, K 0
Hex code: FFC324

In all uses of these colors, blue should be dominant, with gold used as an accent, border or, perhaps, in some lettering.

White may be used for some graphic effects, such as reproducing the standard logo as white on a blue background. However, in all uses, the specified color of blue should remain dominant, with gold used as the subordinate color.

Publications, posters and flyers

To provide for a consistent visual presentation, the Macon State standard logo must be placed on the front (preferred) or back cover of all brochures and publications of the College that are prepared for distribution off campus. This would include such things as full-color marketing materials for use by the Admissions office, as well as one-color information sheets prepared by divisions for distribution to prospective students. This would NOT include classroom materials prepared by instructors for current students.

The following guidelines should be followed in the preparation of publications being prepared for distribution to a mass audience off campus:

• Those printed in full color should strive to incorporate — in some prominent way — the colors of the College in their design.
• These publications should use the official fonts of the College (see section above).
• All photos should be of excellent quality. The Office of Institutional Advancement has many stock photos that may be used upon request.
• Please click here to see "Using electronic files ... " section.
• It is a policy of the College for the Office of Institutional Advancement to review publications prepared for mass distribution to external audiences prior to their printing. While the office cannot undertake the design and production of all publications, it may be able to offer suggestions that might improve them and always will seek to protect the integrity of the graphic design of the College.

The purpose of these guidelines is not to control the information but rather to develop a consistent look to Macon State publications so people who see them know almost immediately that they are associated with the College. Quick recognition and association with Macon State is one of the goals of a consistent graphic identity program.

Letterhead stationery and business cards

For purposes of consistency, as well as practicality and efficient use of limited resources, the official letterhead stationery of the College is to be provided in the same form for all schools and administrative departments. Letterhead may be customized to include the name of the office (e.g. Office of Institutional Advancement) or school (School of Arts and Sciences). Further customization to include more specific departments, divisions or programs is not authorized except for the Office of the President and the Macon State Foundation. Customization beyond the levels provided by the stationery supplier may be accomplished by the addition of more specific information in the text of the letters as they are composed.

Letterhead paper and envelopes will be provided in one color of white. The font used will match the font used in the College logo -- Classic Roman Standard -- and it is to be used only in three places: 1) the logo; 2) letterhead stationery; 3) business cards. The font should not be used on any other documents produced by the College.

The College logo and identifying marks will be consistent on all pages and envelopes. The letter writer’s title and department affiliation will not be provided on letterhead. These elements should be included as part of the letter writer's name appearing below the signature. (Note: A template may be created in Word that would accomplish this purpose.)

Font — It is suggested -- but not required -- that the font for letters written on College letterhead be the same as the official fonts as detailed above: ITC Garamond Standard Light, ITC Garamond Standard Light Italic and ITC Garamond Standard Book. The primary, dominant ink used on letterhead stationery should be black.

Type size — The type size should be 11 point. Do not alter this point size to “fit” the contents of the letter. Instead, condense the contents or proceed to a second blank page to finish the letter.

Envelopes — These will be provided in the same color as letterhead pages.

Business cards -- Those employees who are issued business cards should receive cards that have an appearance that is standardized and consistent with the College’s graphic identity. Therefore, the colors and fonts used must follow the same pattern for cards as used on College letterhead. The College's business card vendor will be apprised by the Office of Institutional Advancement as to the colors, type of paper and design to use.

Click here for additional information about letterhead, business card configurations

Name tags

From time to time various divisions and groups on campus will need to create name tags for visitors and guests. These should be of similar design.

Most name tags are 4 inches wide and 3 inches deep. Given those proportions, the style should be:

• All text centered
• Font: ITC Garamond Standard Light and Book
• Top line: Nickname in 36 point (Book)
• Middle lines: Name, title, company: 18 point (Light)
• Black Macon State Logo: About 2 inches wide
  

Signs and banners

Due to their size and prominent locations, signs on campus — directional signs, posters, entrance signs, etc. — as well as College-sponsored signs created for community events must maintain the consistent look and feel of the College’s graphic identity. Whenever possible, the official fonts as described in that section above should be used. The official logo should be used on all permanent signs.

Changing permanent signs on the College’s campuses is not an inexpensive activity and cannot be done quickly. Nonetheless, as time and financial resources permit, efforts will be undertaken to update the signage in a manner as this document prescribes.

Signs that are temporary in nature, such as directional signs or those reminding students of events or procedures, should adhere to the following guidelines:

• Logo not required — Temporary signs do not need to use the College logo.
• Grammar, punctuation — In all cases special care should be taken so every sign is entirely correct in both grammar and punctuation. Signs found in error in any way must not be used.
• Fonts — Lettering using ITC Garamond Standard Book is encouraged, but not required. It’s important that temporary signs are removed in a timely manner after their purpose has been served.
• Colors — White signs with black or dark blue lettering are preferred.

Decals for vehicles, equipment

Vehicles and equipment owned by the College, such as passenger vans, golf carts and mowers, may need to be marked with a decal. Since these vehicles or equipment are purchased in colors sometimes not in control of the College, decals of different colors are suggested for use, depending on the color of the vehicle or equipment. Regardless of their color, the decals should display the College logo obtained from the Office of Institutional Advancement.

Please click here to see "Using electronic files ... " section.

It is suggested the vehicles or equipment in a dark color (such as dark green or blue) be marked with a reverse decal -- the name of the College is in white letters. It is suggested the vehicles or equipment in a light color (such as white or yellow) be marked with one of the decals in which the name of the College is in blue or black letters.

Stickers are created to identify vehicles that have been parked in campus lots by students, faculty and staff. In all color combinations designed for these stickers, the College logo should be made as a part of the sticker.

Apparel and souvenirs

The Macon State College logo is an official, trademarked symbol of the college. Its use is protected for certain categories under trademark law. The categories include merchandise such as notebooks, apparel and souvenirs sold in the College bookstore.

Use of our symbols should be done tastefully and be fully respectful of the College, with the understanding that each item that bears one of our symbols serves as a visual representation of the institution. We would hope that all uses would convey a consistently positive image of Macon State.

Therefore, use of the College symbols on commercial merchandise sold by, or given away from, the College is restricted by the following.

• The official logo or the official seal may not be used in any multi-color combinations other than those displayed in this document. If these symbols are to be used all in one color, the logo may be all white, all blue or all black -- it should not be reproduced in all gold. The official seal may be produced in all white, blue, black or gold. There would be no restriction on other colors used on or in the merchandise.
• No alterations of any kind may be made to the design of the logo or seal as it is to be used on apparel -- other than those special versions that may be approved and specifically authorized for use by the Office of Institutional Advancement. Use of the seal should be reserved only for those items of most distinguished quality or significance.
• Fonts used on merchandise to spell out Macon State or Macon State College should be easily read. Under no circumstances may the font used to spell out the name of the College in the logo be used on merchandise. The use of the acronym MSC is discouraged.
• The official symbols must be reproduced from official artwork to maintain consistent quality. Please click here to see "Using electronic files ... " section.
  

Is it website or web site?

Many older stylebooks list this as two words. However, the Associated Press has adopted the one-word version as the official spelling, so that is the version the College uses as well..

The website

Unlike a printed page — where the designer controls the final appearance of fonts, type size, colors and page widths — what is seen on a website is very much controlled by the computer monitor or the browser software (such as Internet Explorer or Firefox) that displays the web pages. Fonts selected by a printed page designer may be substituted by the web browser, font sizes and page widths may be reduced or enlarged and colors may be shown darker or lighter than originally designed based on computer monitor’s settings.

Consequently, care must be taken when designing website content to allow for variances in a monitor’s presentation. It is not possible, for instance, to specify that our website’s pages display the ITC Garamond Standard Light font. The browser may use a different font to display all text. So, text fonts used in the design of website pages should match those fonts that are likely to be available as default fonts in a browser.

Therefore, website design often must — by necessity — be more “generic” and less “specific.” Here are some guidelines.

• Font — Arial, Verdana, Helvetica and Times New Roman are “safe” fonts that most browsers will display accurately in certain sizes.
• Page width — As monitors improve and more people acquire them, so, too, does the ability of users to view page designs that are wider. Currently, Macon State pages should be designed as no more than as 800 pixels wide.
• Photos — Photographs are the single most important elements on a website page that signal “quality.” Photos or graphics that are out of focus, under– or overexposed or show people with their eyes closed or in an unfavorable light should not be used. Black and white photos should be avoided whenever possible or used sparingly for a special effect. High quality color photos signal a high quality website, which signals an institution that cares about the details. Individuals with access to design of Macon State web pages should ensure they have access to someone who knows how to process color photos so they will be displayed in the most attractive manner possible.
• Colors — Every attempt should be made to use colors on our website that match as nearly as possible the College’s official colors. Lighter shades of blue and gold also may be used — in addition to white — as background for black text. While it is recognized that computer monitors may render colors differently, website designers choosing to use colors should rely on the expertise of others and/or the quality of their software and hardware to set colors that will most accurately reflect the College’s official colors (as specified in an earlier section of this document).

Using electronic files containing logos and symbols

It’s important that the College’s logos and symbols be reproduced in the highest quality possible. Most design applications will require an electronic — or digital — file that contains the logo or symbol.

Printed documents -- When preparing documents for use in something that's printed (such as a letter or a brochure), the preferred file to use for a logo or other College symbol is an EPS file. A file that has the “.eps” extension at the end of the name is most often a graphic that can be resized easily without losing quality. For instance, EPS files may be inserted into Word documents, and then the image can be resized without a loss of quality. EPS files are often used for things like letters or line drawings, or logos or symbols, where the colors are solid and not in differing shades or tints. Most software will not be able to edit the contents of the EPS file.

Resizing an EPS file once it is on the page should be done carefully so as to preserve the original proportions of the image. To properly resize the image, select one of the four corners -- do not select one of the sides. If one of the handles on a side is selected and the border moved, this will distort and stretch the graphic either horizontally or vertically. If one of the four corners is selected and the size then changed, the horizontal and vertical proportions will remain the same as the original.

For printed documents, only use Macon State’s logos and symbols that are EPS files.

Website, view-only documents -- Sometimes it's not possible to use EPS files for such things as website pages or documents meant primarily for visual display. In this case you may need to use a JPG file. These files, which have the “.jpg” extension at the end of the name, are most often used for photos that contain a wide range of multiple colors in many shades.

Unlike EPS files, which may be resized easily without a loss of quality, JPG file quality is affected when the original image is resized. The image may get fuzzy when the file is reduced to a size smaller than it was originally created, or a pixelated image occurs when the image is stretched to a size larger than it was created. For these reasons, it is recommended that JPG images be created in a size very close to the size in which they will be used so resizing isn't necessary. When it is necessary to create a JPG file, the user should first determine the width (in pixels) that the JPG will be used, and then create the JPG that is that width. For instance, the logo at the top of this page is a JPG image that was created from an EPS file. The JPG was created at 525 pixels wide because that is the width of this column. When the JPG was inserted into this page, it didn't need to be enlarged or reduced, so it's as near as possible to the original quality as the EPS file.

Users who are unfamiliar with the process of creating JPG images from EPS files may need to seek help from the Office of Institutional Advancement to ensure the logo and College symbols are reproduced with the highest regard to quality.

How to obtain copies -- Electronic copies of Macon State's logos and symbols in the EPS format are available from the Office of Institutional Advancement.