Brand AND Communications Guidelines

Table Of Contents

Style Guide........................................... Pages 1- 6 CITY UNIVERSITY OF SEATTLE

Boilerplates and Quick Facts.............. Pages 7-9

BRAND AND
COMMUNICATIONS GUIDELINES
Logo Guidelines................................Pages 10-13 City University of Seattle has created the
following resources for consistency of
brand across all university marketing and
Co-Branding............................................Page 14 communications platforms. The following
resources include the style guide, boilerplates
and quick facts, logos, trademarks and
Logo Integrity..........................................Page 15 more.

Typefaces.................................................Page 16

Colors and Usage....................................Page 17

University Seal........................................Page 18

Color Distribution.....................................Page19

SP3080 City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 2

 Style Guide

Voice/ Tone
All written and verbal communications on behalf of the university should be delivered in a positive voice where content is
appropriate. The overall tone will be designed for the audience it is addressing.

Ph ilosophy of V oice
The philosophy behind setting an established university voice is that it allows for uniform messaging across the board, ranging
from the university’s website to internal e-mails to media documents. The university has a voice of authority, especially on higher
education issues where faculty and staff can serve as experts both internally and externally. This is turn enriches the university’s
image within the community.

W riting Style
An integral part of CityU’s brand is consistency of style in its materials. The style for the university’s written materials is based on
The Associated Press Stylebook (AP). The AP reference stylebook is used by worldwide media outlets and updated on a yearly basis
with new material. AP style will be used unless prevailing practice dictates another format for the audience/medium. For example,
academic documents should be written in American Psychological Association (APA) style.
The philosophy behind committing the university to the AP writing format is that communications will have consistency in university
publications, both online and in print. The Communications/PR department staff can also refer faculty and staff to this longstanding
rulebook and succinctly answer their questions with best writing practices used throughout the world. AP style also eliminates the
need for the creation of a separate or additional university stylebook while reducing errors within copy. University materials written
in AP style have the added benefit of being “media-ready” as they will adhere to the majority of media guidelines
Copies of the AP stylebook can be purchased at http://www.apstylebook.com/.
Following are examples of frequent usage including a few instances in which CityU style varies from AP. For a complete guide to
usage, please refer to The AP Stylebook.

C ity U niversity of S eattle Specific G uidelines

When writing City University of Seattle, it should appear with proper grammatical spacing as City University of Seattle and not as
CityUniversity of Seattle. When using the shorter version of our name in copy, don’t space the name as two words. Use CityU and
not City U. Reference the country locations within body copy as City University of Seattle in Prague, Czech Republic and/or CityU
of Seattle in Prague, Czech Republic.
The first reference should always be full name.
• First reference should be City University of Seattle.
• Second reference should be CityU of Seattle.
• Third reference and all references thereafter should be CityU.
(Always capitalize “U” when referring to CityU).
• CityU is only acceptable in informal usage and should not be used in formal communications.

A bbreviations
Agencies and organizations are not written with periods.
FBI, UN, CIA, NHL, OPEC etc.
Countries are written with periods.
U.K., G.B., Fr., Ger. *(Exceptions: US - United States spelled out is the preferred method)

A rticles (a, an , and t he ) wit h A bbreviations

Use the appropriate article (a, an, or the) with abbreviations when you would use that article in speech. The choice between using a or
an is determined by how the abbreviation is pronounced. You generally do not need an article when an abbreviation is used as a noun.
• She is enrolled in an MBA program.
• T he School of Arts and Sciences received an $84 million donation from an unnamed source. As noted in the AP Style
Guide: Use the article “a” before consonant sounds: a historic event, a one-year term. Use the article “an” before vowel
sounds: an energy crisis, an honorable man, an NBA record (sounds like it begins with the letter e), an 1890s celebration.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 3

 Style Guide

A cademic and N onacademic U nits and Bodies

Capitalize only the complete and official names of schools, divisions, departments, offices, and official bodies (such as Board
of Governors).

A mpersand ( & )
Do not use the ampersand (&) as an abbreviation for and. Use the ampersand only when it is part of an official name of a
company, product, or other proper noun; or on covers and display matter, at the discretion of the designer.

A ssociations and O rganiz ations

Capitalize the full title of associations. Lowercase partial references unless capitalization is required to avoid confusion.
• Federal Bureau of Investigation/the bureau

Capitalization standards for media and published documents/promotional publications

• C
 apitalize the proper names of departments, committees, offices, colleges, schools and divisions. Lowercase courses of
study (majors and minors).
• Capitalize Commencement, Convocation and Board of Governors.
• C
 apitalize a person’s title only if it is unique to that person. John Smith, Chair of the Business Department or John
Smith, professor of business.
• D
 o not capitalize former, ex- and -elect when used with titles (former is preferred to ex). Former President Taft; ex-
President Taft; Governor-elect Jones.
• C
 apitalize and spell out formal titles such as chancellor, chairman, etc, when they precede a name. Lowercase
everywhere else. John Smith, dean of the School of Management. Or Dean of the School of Management, John Smith.
• Do not capitalize the seasons.
• C
 apitalize Union, Republic and the States when referring to the United States of America, but do not capitalize
adjectives such as national and federal. Do not capitalize government, administration, state or nation.

C apitaliz ation standards for written documents

(not intended for media or promotional publications )
• Capitalize and spell out formal titles such as President, Provost, Chancellor, Dean, Chairman, etc.
• C
 apitalize the proper names of departments, committees, offices, colleges, schools and divisions. Lowercase courses
of study (majors and minors).
• Capitalize Commencement, Convocation and Board of Governors.
• C
 apitalize a person’s title only if it is unique to that person. John Smith, Chair of the Business Department or
John Smith, professor of business.
• D
 o not capitalize former, ex- and -elect when used with titles (former is preferred to ex). Former President Taft;
ex-President Taft; Governor-elect Jones.
• Do not capitalize the seasons.
• C
 apitalize Union, Republic and the States when referring to the United States of America, but do not capitalize
adjectives such as national and federal. Do not capitalize government, administration, state or nation.

D o Not Capitaliz e :
• university (when it stands alone as a reference to CityU)
• city of Seattle
• degrees: master’s, bachelor’s, baccalaureate
• program
• school
• state (the state of Washington)

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 4

 Style Guide

C olons and S emicolons

• Place outside of quotation marks when used in a sentence.

C ommas
• Under use rather than overuse commas.
• D
 o not use a comma when only the month and year are named; use a comma when month,
day and year are named. January 2003; Jan. 1, 2003
• Do not use a comma before the abbreviations. Jr., Sr. or Inc.
• Use a comma before and, for, but, or, yet and so when they connect two independent clauses.
• Do not use a comma before the and at the end of a series unless it is needed to avoid confusion.

C onvocation, C onvocators
• C
 apitalize this governing body;* lowercase individual members. The Convocators will meet on Founders Day.
John Smith is a convocator.

Course Titles
Style official course titles with initial capitals but without quotation marks, italics, or any other formatting.
• Students should consider taking Ethics and Leadership as well as Critical Thinking and International Management.

Degrees
CityU’s style is to include periods in abbreviations of academic degrees. When the abbreviation may be unfamiliar to the reader,
we recommend either using the familiar generic degree (such as B.A., B.S., M.A., PhD., M.B.A.) along with the subcategory
spelled out, or spelling out the entire degree. When it’s clear from the context that the degree is a bachelor’s, or master’s, you
may omit the level of degree and just provide the field abbreviation in parentheses, as is common in various alumni publications.
Note: When spelling out degrees, use lowercase: bachelor of science, master of business administration, bachelor’s degree,
master’s degree. Jane Smith was awarded her B.S. in accounting last June.

Graduation Y ear with D egree

When including a graduation or expected graduation year with a degree, abbreviate the year, add an apostrophe, and include
a space between the year and the degree.

Faculty
If a person holds an earned doctorate, refer to him or her as Dr. or follow the name by a comma and the appropriate degree.
Dr. John Smith; John Smith, PhD
• Do not use Dr. before the names of individuals who hold only honorary doctorates.
• As outlined above, academic titles are written without periods.* MD, PhD, MA, MFA, BA etc.
• Use after name. John Smith, PhD

Headlines
• C
 apitalize all words in headlines except prepositions, conjunctions and articles of fewer than four letters. Capitalize
the infinitive form of verbs. To Be or Not To Be
• Headlines do not take end punctuation unless an exclamation point or question mark is appropriate.

I nternet Terms
• Internet: Capitalize.
• Web: Website (capitalize appropriately) or website.
• Online: Use as one word in all cases for the computer connection term.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 5

 Style Guide

R aces and N ationalities

• Capitalize terms that refer to countries or areas of the world.
• Hispanic, Latin, African-American, Asian
• Lowercase words that are primarily descriptive in origin. black, white

S tates
• Use postal abbreviations (CA, NE, WA) only in an address.
• When the name of a state is used with the name of a city, use the AP abbreviation (Calif., Neb., Wash.).
• When the state is used in a sentence with no reference to a city, spell it out.
• D
 o note capitalize state when used simply as an adjective to specify a level of jurisdiction: state Rep. William Smith,
the state of Washington.

T ime
• Use figures except for noon and midnight.
• Use a colon to separate hours from minutes and lowercase a.m. and p.m. 11 a.m.; 3:30 p.m.
• Use noon or 12 p.m., but not both.

L ong Titles for media and published documents /promotional publications

When a person has a very long title, put the title after the name to avoid clumsy syntax and too much capitalization.
• Julie Smith, special assistant to the provost and dean of the School of Management, is the point of contact
for the project.

L ong Titles for written documents

( not intended for media or promotional publications )
When a person has a very long title, put the title after the name to avoid clumsy syntax and too much capitalization.
• Julie Smith, Special Assistant to the Provost and Dean of the School of Management, is the point of contact
for the project.

D escriptive J ob T itles
Note that descriptive job titles, as opposed to formal, academic, or administrative titles, are not capitalized:
• Communications specialist Bill Smith and reporter Helen Louden wrote several articles for the alumni publication.

Word L ist (proper uses, spelling)

• Alum - Abbreviation for alumnus or alumna. Avoid this abbreviation in formal copy.
• Alumna - Singular for female graduate; alumnae is the plural when referring to only female graduates.
• Alumni - Plural for combination of male and female graduates or male graduates.
• Alumnus - Singular for male graduate or singular for either a male or female graduate.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 6

 BOILERPLATES AND QUICK FACTS

A bout Citywise ( narrative)

Citywise is a philosophy that combines education with experience. It’s an approach that City University of Seattle embraces in
everything we do. We know that success today depends on street smarts and book smarts alike. We prepare students to constantly
grow, evolve and absorb knowledge from a variety of sources, both in the classroom and in their lives. At City University of Seattle,
education comes from all angles.

A bout City University of Seattle

Founded in 1973 in Seattle, Washington, City University of Seattle is a private, not-for-profit university that serves more than 8,000
students worldwide each year, with more than 45,000 alumni worldwide. City University of Seattle’s mission is to change lives for
good by offering high quality and relevant in-class and online education options to any person in the world with a desire to learn.
The university is comprised of the School of Management, the Gordon Albright School of Education, and the Division of Arts and
Sciences. Headquartered in the Pacific Northwest, City University of Seattle offers classes at locations throughout Washington,
Australia, Canada, Mexico, Slovakia, Greece, Switzerland, Bulgaria, Romania, the Czech Republic, and China. www.cityu.edu

A bout th e International Division

City University of Seattle provides U.S. style higher education opportunities for students in Europe, Mexico, Australia, and China.
The university offers opportunities for students in international locations to study a variety of disciplines without having to leave
their home countries. CityU’s international programs attract a large number of students and nearly one-third of CityU’s students
earn degrees at our foreign locations. All programs are taught in English, which gives CityU graduates the advantage of gaining
employment with international companies.

About t he Sc h ool of Management

City University of Seattle’s School of Management (SOM) offers undergraduate and graduate degrees and certificates in business
and technology. SOM courses are available in class, online, and in mixed mode, and are taught by highly qualified leaders within
the business and technology industries. SOM faculty teach rigorous, relevant curriculum that can be applied to worldwide public
or private sector business models. SOM students learn about sustainable business models, socially responsible management,
technology, ethics, and leadership. They experience global learning as internationalized content is infused into all SOM programs
and all SOM students have the opportunity to expand their global perspectives by traveling abroad to one of CityU of Seattle’s
international sites located in Slovakia, Bulgaria, Romania, Greece, the Czech Republic, Switzerland, China, Australia or Mexico.
In addition to a traditional education model, the SOM is also a provider of professional education opportunities to some of the
largest companies in the world.

About T he Albright Sc h ool of E ducation

City University of Seattle’s Albright School of Education (ASOE) is named for Dr. Gordon Albright — a longtime educator in
Washington state who was instrumental in the development of the ASOE. The school offers more than 25 teacher, principal,
counselor, and administrator certification and career advancement programs. The evidence-based learning curriculum prepares
graduates to help schools succeed in educating all students. The ASOE is one of Washington state’s largest schools of education,
graduates an average of 300 students annually, and prepares more principals and school counselors than any other university in
Washington state. Graduates of ASOE programs have been recognized as Outstanding Principal of the Year and Teacher of the
Year in Washington. ASOE offers the first online Principal Certification approved by the state, along with a Masters of Education
in Reading and Literacy online, and offers one of the few Early Childhood Education programs that lead to state P-3 Certification.
Other programs and courses are available in class and via mixed mode throughout Western Washington, and at various locations
throughout British Columbia, Canada.

A bout t he Division of A rts and Sciences

City University of Seattle’s Division of Arts and Sciences (DAS) was established more than 15 years ago to offer human services
programs in the Seattle area. The DAS has grown to serve CityU of Seattle students around the globe, and offers counseling,
applied psychology, general studies, and communications programs. Its online Psychology and Communications programs engage
students from all over the world. DAS faculty have prepared hundreds of counselors for professional practice in Washington and
Canada. Division coursework in general education serve thousands of students through CityU’s international programs in Europe
each year. DAS programs are available in-class, online and in mixed mode, and are taught by dedicated and experienced faculty
who support high levels of student and faculty engagement and mentorship.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 7

 BOILERPLATES AND QUICK FACTS

W hy CityU (w hen speak ing to a student )

CityU is a school for the real world. Simply put, our job is to help you build the knowledge and skills you need to get the job you
want. We’ve been doing this for more than 35 years, and we’ve learned a thing or two about what works well and what delivers
results. We never forget our students have lives outside the classroom. That’s why we design programs to fit you, where you are in
your life, and where you want to go. Take a look at what we offer:
• Self-directed learning but with some structure to help you stay on track.
• Connecting textbook concepts with practical experiences.
• Multiple ways to demonstrate your competency.
• Personal responsibility for personal accomplishment.
• P
 ractitioner based faculty means you are taught by people in the field of study. CityU faculty are smart, successful
people who bring loads of real-life career experience to the classroom. They know their stuff. We focus on what’s
happening today, and more importantly, what could happen tomorrow. We survey employers to find out what they
need from incoming employees, then tailor our programs to fit.
• E
 arn the knowledge and skills needed to be successful in your career. You can use what you learn in the classroom
immediately in your current work and for your career tomorrow.
• Communicate well. Speak and write effectively, collaborate with others and work through disagreements.
• Think wisely. Be critical. Be creative. Solve problems. Understand the consequences of both action and inaction.
• B
 e responsible. Know what’s expected of you and be accountable. Contribute to your communities — local,
professional and global.
• K
 eep an open mind. Understand your role in an increasingly global culture. Take note of different viewpoints,
and explore how we can all benefit from new ideas.
• S
 tay engaged. Remain a student of the world and look for ways to build knowledge. You don’t stop learning
when you stop paying tuition.

W h y CityU (w h en writing – th ird person )

CityU is a school for the real world. Simply put, its job is to help students build the knowledge and skills they need to get the job they
want. The university has been doing this for more than 35 years, and has learned a thing or two about what works well and what
delivers results. The university never forgets students have lives outside the classroom. That’s why CityU programs are designed to fit
the way they learn, where they are in their lives, and where they want to go. Take a look at what the university offers:
• Self-directed learning but with some structure to help students stay on track.
• Connecting textbook concepts with practical experiences.
• Multiple ways to demonstrate competency.
• Personal responsibility for personal accomplishment.
• P
 ractitioner based faculty means they are taught by people in the field of study. CityU faculty are smart, successful
people who bring loads of real-life career experience to the classroom. They know their stuff. We focus on what’s
happening today, and more importantly, what could happen tomorrow. We survey employers to find out what they
need from incoming employees, then tailor our programs to fit.
• E
 arn the knowledge and skills needed to be successful in your career. Students can use what they learn in the
classroom immediately in their work and for their career tomorrow.
• Communicate well. Speak and write effectively, collaborate with others and work through disagreements.
• Think wisely. Be critical. Be creative. Solve problems. Understand the consequences of both action and inaction.
• Be responsible. Know what’s expected and be accountable. Contribute to your communities — local, professional and global.
• K
 eep an open mind. Understand an increasingly global culture. Take note of different viewpoints, and explore how
we can all benefit from new ideas.
• S
 tay engaged. Remain a student of the world and look for ways to build knowledge. Don’t stop learning when you
stop paying tuition.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 8

 BOILERPLATES AND QUICK FACTS

C ityFacts
Quick Facts About City University of Seattle
• C
 ityU has been offering leading edge undergraduate and graduate programs in education, business, counseling,
communications, and technology since 1973.
• CityU is one of the Pacific Northwest’s largest not-for-profit, private universities.
• Programs are designed to be: flexible, accessible, innovative, relevant and globally-connected.
• CityU has two schools: the School of Management and the Albright School of Education, and the Division of Arts Sciences.
• CityU makes it easy for students to transfer credits.
• CityU has a thriving international presence offering classes in 27 locations, 11 countries and four continents worldwide.
• Students are exposed to talented faculty who are respected practitioners in their respective fields.
• CityU serves nearly 8,000 students worldwide each year.
• CityU awards more than 2,000 degrees and certificates worldwide each year.
• Nearly one-third of CityU students are studying in programs offered in their home countries outside the U.S.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 9

 LOgo Guidelines

City University of Seattle owns and controls the use of its signature logos and taglines, insignias, seals, designs, symbols, service
marks, trade dress, trade names, depictions of campus buildings used commercially, and other trademarks, collectively called
“trademarks”, that are associated with the university or any of its sites, whether registered or not. These include, but are not
necessarily limited to, the words City University of Seattle, Change Your Life for Good® tagline, the university seal, and such other
trademarks as are owned, developed, and adopted from time to time by the university.
Use of City University of Seattle’s trademarks without license or permission is strictly prohibited. Prior authorization of the use of
City University of Seattle’s trademarks will not be construed as an authorization of future use; nor will any prior course of conduct,
use, or infringement prohibit City University of Seattle from enforcing any of its rights with the respect to the trademarks. City
University of Seattle reserves the right to pursue any and all legal remedies and will take whatever measures necessary to protect its
trademarks from infringement.
Technical guidelines are established to describe how City University of Seattle’s trademarks should be presented, displayed, and
reproduced. These policy guidelines may change from time to time. Current guidelines are available from the University Relations
department at City University of Seattle. The University Relations department will be the sole judge of acceptability of the use of its
trademarks, and reserves the right to grant approval of uses and designs that may deviate from these guidelines.

OF F I C I A L U S E
City University of Seattle’s Department of University Relations is responsible for ensuring the correct use and integrity of the
university’s name and identifying symbols on all publications, materials, supplies, and in all online communications, whether
produced by the university or an outside agency.
City University of Seattle does not permit the use of its name or graphics in any announcement, advertisement, publication, or report
if such use in any way implies an endorsement of any product or service.
Any commercial usage, including co-branded marketing, requires permission or licensure, and approval from City University of Seattle.

CO N TA C T I N F O R M AT I O N
Questions about use and policies should be directed to University Relations.

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 10

 LOgo Guidelines

L ogo, Campaign, and S eal U sage G uidelines

Because CityU offers instruction worldwide it is imperative that the
university’s message and identity are consistent. You may print a copy of
this identity standards manual or use the webpage (www.cityu.edu/about/
resources/identity_standards.htm) for reference. The guide is intended to
help communicate the rules and guidelines of our CityU brand message.
Consistent application of these standards over time will benefit CityU
through improved awareness, recognition and professional appearance.
Please review these guidelines carefully before using the CityU logo, X

seal, or any other identifying symbol. The graphics shown in this

appendix are available in several formats and can be requested through
the Marketing department at marketing@cityu.edu.
X

L ogomark s
X

The logomarks may be enlarged or reduced in size as required.

The minimum size of any mark is often determined by the method
of reproduction or fabrication. The minimum size, using optimal
reproduction methods, can be measured by the height of the “C” at
X
1/8”. Using less than optimal reproduction methods, the logomark should
only be used at a size which does not compromise quality and legibility.
For the logomark to communicate effectively, it should not be crowded 1/8"
or overwhelmed by other elements. “Clear space” refers to the area
surrounding the mark that should be kept free from visual distraction. X

No graphic element or text of any kind should be placed within this X

clear space unless otherwise shown in this manual. The recommended

clear space is equal to the letter “U” in the University logomark
(X = width of letter U) as shown below
PRAGUE, CZECH REPUBLIC

A lternate Approved Usage

Where space is a premium, the logomark can be utilized as “CityU of
Seattle” as shown. All other guidelines outlined in this manual still apply,
like color, size and clear space. In special instances (such as location
signage) the “CityU” logomark can be used as shown. In these instances,
this stand-alone treatment must be approved by the Marketing department.
When City University of Seattle appears within body copy, it should
appear with proper grammatical spacing as City University of Seattle
and not as CityUniversity of Seattle. When using the shorter version of
our name in copy, you do no need to space the name as two words.
Use CityU and not City U. You may reference the country locations
within body copy as City University of Seattle in Prague, Czech Republic
and/or CityU of Seattle in Prague, Czech Republic.

City University of Seattle identity STANDARDS manual PAGE 11

 Logo Colors

PMS 306C or 75%-Cyan, 7%-Yellow

PMS 7417 or 75%-Magenta, 75%-Yellow

92% Black

PMS 195

100% Black

57% Black tint

25% Black tint

City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 12

 CORRECT USAGE

L ocation specific L ogoMar k s

Because City University of Seattle offers worldwide instruction it
is imperative that the university’s name, message and identity are
consistent at all locations. The following logomark is an example of
usage for City University of Seattle when a specific location is added.
All other guidelines outlined in this manual still apply like color, size and
clear space.
Approved locations are listed below. If desired, usage is approved
for the country name without the specific city, such as City University
of Seattle in China. If your location does not appear, or you desire
additional special usage, you will need to contact marketing via email
for approval: marketing@CityU of Seattle.edu.
Artwork provided for all CityU of Seattle locations can be downloaded at
www.CityU of Seattle.edu/res_is_logos.htm.

CIT I E S & C O U N T R I E S W I TH I N THE U S

City University of Seattle in Bellevue, Washington
City University of Seattle in Bellingham, Washington
City University of Seattle in Centralia, Washington
City University of Seattle in Everett, Washington
City University of Seattle in Honolulu, Hawaii
City University of Seattle in Port Angeles, Washington
City University of Seattle in Port Hadlock, Washington
City University of Seattle in Renton, Washington
City University of Seattle in Tacoma, Washington
City University of Seattle in Vancouver, Washington
Location specific
CIT I E S & C O U N T R I E S O U T S I D E U S identification
City University of Seattle in Calgary, AB
City University of Seattle in Edmonton, AB
City University of Seattle in Vancouver, BC
City University of Seattle in Victoria, BC
City University of Seattle in Baja California, Mexico
City University of Seattle in Monterrey, Mexico
City University of Seattle in Puebla, Mexico
City University of Seattle in San Luis Potisi, Mexico
City University of Seattle in Pravetz, Bulgaria
City University of Seattle in Sofia, Bulgaria
City University of Seattle in Prague, Czech Republic
City University of Seattle in Athens, Greece
City University of Seattle in Bucharest, Romania
City University of Seattle in Bratislava, Slovakia
City University of Seattle in Trencin, Slovakia
City University of Seattle in Beijing, China
City University of Seattle in Zurich, Switzerland

CO U N T RY O N LY
City University of Seattle in Canada
City University of Seattle in Mexico
City University of Seattle in Bulgaria
City University of Seattle in Czech Republic
City University of Seattle in Greece
City University of Seattle in Romania
City University of Seattle in Slovakia
City University of Seattle in China
City University of Seattle in Switzerland

City University of Seattle identity STANDARDS manual PAGE 13

 CO-BRANDING

LOGOMAR K USAGE
WIT H OT H ER BRANDS
City University of Seattle frequently
partners with outside organizations. When
materials are created for these purposes,
the prominence of the City University of
Seattle logo should be at least proportionate
to its contribution to the partnership, unless
directed otherwise. Use a 0.5 point rule
to separate the brands and maintain clear
space around logomark.

City University of Seattle identity STANDARDS manual PAGE 14

 LOGOMARK INTEGRITY

NON-APPROVED USAGE
Consistent and proper usage of the
logomark is essential for ensuring the
desired perception of City University of
Seattle. Improper usage is confusing and
could possibly lead to the eventual loss of
copyright.
Several examples of incorrect usage are
shown on this page but are not complete.
If you are faced with using the logomark
in an application that you find questionable
or not included in this manual, please contact
University Relations via email at marketing@
CityU of Seattle.edu

MAR K INTEGRITY
The integrity of the City University of Seattle
brand diminishes when the logomarks are
incorrectly applied. Unauthorized versions
and unacceptable usage of the logomark
place their legal protection at risk. Any
PRAGUE, CZECH REPUBLIC variation or alteration, however small, is
PRAGUE, CZECH REPUBLIC unacceptable.

DO NOT change the colors.

DO NOT change the color of separate

components of the mark.

DO NOT outline any part of the mark.

DO NOT use a white border to outline the

mark on dark backgrounds.

DO NOT rearrange the components,

eliminate or use the components separately
unless otherwise noted in this manual.

DO NOT distort the mark or scale it

disproportionately.

DO NOT rotate mark.

DO NOT violate the clear space with text,

Text or images
images, or any other element.
should not come
this close to the DO NOT fill the mark with a photograph or
mark. Text or
Text or images should not come this images should not any other pattern or texture.
close to the mark. Text or images come this close to
should not come this close to the the mark.
mark.Text or images should not come
this close to the mark.

City University of Seattle identity STANDARDS manual PAGE 15

 TYPEfaces

F utura L igh t PRIMARY TYPEFACES

ABCDEFGHIJKLNMOPQRSTUVWXYZ The Futura family of typefaces provide
abcdefghijklnmopqrstuvwxyz a simple yet modern appeal and helps
emphasize the progressive qualities of
123456789!@#$%^&*()
the university.
F utura B ook The Archer family of typefaces is a classic
ABCDEFGHIJKLNMOPQRSTUVWXYZ serif font that compliments Futura and eases
abcdefghijklnmopqrstuvwxyz in readability with long text blocks.
123456789!@#$%^&*() The Futura family is preferred for headline,
subheads and special copy. The Archer
F utura B ook Oblique family should be used for body copy in print
advertising whenever possible.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*() ALTERNATE TYPEFACES
In cases where the primary typefaces are
F utura B old not available, the Arial and Times family
of typefaces may be substituted. The use of
ABCDEFGHIJKLNMOPQRSTUVWXYZ
these alternative typefaces should be limited
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*() to body copy in general business documents
and the web. These alternative typefaces
should not take the place of the primary
F utura B old O blique typefaces when they are used to build the
ABCDEFGHIJKLNMOPQRSTUVWXYZ brand of City University of Seattle. Alternate
abcdefghijklnmopqrstuvwxyz typefaces may be used as fonts in marketing
123456789!@#$%^&*() material. Permission must be requested via
marketing@CityU.edu. Please enclose font
A rch er L igh t name and sample of work.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz FONT USAGE
123456789!@#$%^&*() These fonts should be used in all literature
and collateral materials prepared by City
A rch er Book University of Seattle. They are licensed for
up to five computers for either Mac or PC.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
Additional licenses/fonts can be ordered
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*() from Adobe® via the internet at www.adobe.
com or by calling 888-333-6687.

A rch er Book I talic

ABCDEFGHIJKLNMOP QRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*()

A rch er M edium I talic

ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*()

A rch er S emibold

ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*() MACINTOSH IS A REGISTERED TRADEMARK OF APPLE, INC.

WINDOWS IS A REGISTERED TRADEMARK OF MICROSOFT CORPORATION.

A rch er S emibold I talic

ABCDEFGHIJKLNMOPQRSTUVWXYZ
City University of Seattle BRAND AND COMMUNICATIONS GUIDELINES PAGE 16
 COLORS AND USAGE

PRIMARY COLORS
The university’s primary colors consist of
warm and confident tones. These colors are
to be used on all materials both internal and
external. They can be used together or as
individual accents. Tints of all primary colors
are allowable.
PANTONE 7417 PANTONE 306C BLACK
C: 0 C: 75 C: 0
M: 75 M: 0 M: 0
Y: 75 Y: 7 Y: 0 On -Press COLOR
K: 0 K: 0 K: 92 There are many factors that can influence
accurate color reproduction. These include
paper stock, ink coverage, line screen,
R: 242 R: 0 R: 44
G: 102 G: 188 G: 44 and various processes from different
B: 73 B: 228 B: 45 printers. For optimal results, work with your
printer to match the colors indicated in
#f26649 #00bce4 #2c2c2d these guidelines. Also use the appropriate
color chips for matching purposes when
reproducing these colors on other media
such as fabric, plastic, paint, etc.
Printing is not an exact science. When
working with printers, please be aware
of standard and acceptable practices.
Furthermore, a piece that is printed and then
printed a second time at a later date may not
match exactly.
We suggest specifying these PMS colors for
a closer match to our standard color palette,
when printing on the stated medium. It is
important to remember that printers use color
proofs as targets, but cannot exactly match
these proofs.

S uggested PMS 195

PMS 195C PANTONE 428 PANTONE 877C I n k S ubstitutions
C: 0 C: 0 C: 0 Offset printing on uncoated stock:
M: 100 M: 0 M: 0 PMS 1955
Y: 60 Y: 0 Y: 0
K: 55 K: 25 K: 57
PMS-195 U sage
Use with black or gray colors only, not to be
R: 130 R: 207 R: 134
G: 0 G: 212 G: 136
used with cyan or orange.
B: 36 B: 216 B: 138

#820024 #cfd4d8 #86888a

City University of Seattle identity STANDARDS manual PAGE 17

 UNIVERSITY SEAL

USAGE GUIDELINES
Use of the seal should be primarily used
for signage, formal and official documents,
such as diplomas, legal and official
records, transcripts and programs for formal
academic ceremonies; and any other legal
agreements binding the university. Do not use
the university seal for promotional items such
as padfolios and bookmarks.
To use the seal as a watermark or
background graphic, please send your
request to marketing@CityU.edu
The seal is only to be reproduced with
the primary university colors outlined in
this manual. Tints of these colors are also
acceptable. Gold and/or silver foil stamping
is also permitted.

City University of Seattle identity STANDARDS manual PAGE 18

 Color Distribution

SP3080 City University of SeattlE BRAND AND COMMUNICATIONS GUIDELINES PAGE 19