Creative Innovative Effective

Visual Identity Guide

Graphic Standards
2010-2011
 Introduction

The Capstone Agency is The University of Alabama’s student-run public

relations firm. In order to distinguish ourselves as serious, creative and
effective, the Agency has established a strong marketing communications
effort by developing a unified graphic identity.

The Agency’s work with student organizations, local businesses and private
event planning makes it necessary for a recognizable brand image. Through
the establishment of this visual guide, there will be a more cohesive design
that the Agency can use in all aspects of design and promotion of the
organization.

Members of the Capstone Agency are all University of Alabama students that
are educated in public relations and qualified to handle the
responsibilities of client work. The graphic identity of the Agency reflects the
organizations creative personality, devotion to detail and high
performance standards. The logo should immediately convey a sense of these
qualities to clients and other audiences.

The inspiration for all the designs are derived from the fresh perspectives of
the group’s unique dynamic. The simplistic, unified and bold details of the
designs are strong and original to the organization.

The Agency’s services include public relations, communications, advertising,

event planning, marketing, crisis management, branding, promotions,
fundraising, company management, campaigns, special events and media
relations. With the graphic standard, the organization will present an
established and professional image when generating content for clients.

Creative Innovative
Effective
 Table of Contents

The Nameplate
1.0 The Nameplate: Primary Version
1.2 The Nameplate: Secondary Version

Typography and Color

2.0 Typography: Nameplate Fonts
2.1 Typography: Primary Typeface
2.2 Typography: Secondary Typeface
2.3 Color

Applications
3.0 Capstone Agency Stationary: Letterhead
3.1 Capstone Agency Letterhead Typing Guide
3.2 Capstone Agency Stationary: Envelopes and Business Cards

CapstoneAgency
 1.0 The Nameplate: Primary Version
The Capstone Agency wordmark comes in two primary versions, each of which
has been created using specific proportional measurements.
The primary logo is shown below in two versions:
color and black and white only.

Capstone Agency
Creative Innovative Effective

Capstone Agency
Creative Innovative Effective
 1.1 The Nameplate: Secondary Version
The Capstone Agency’s secondary logo is a flexible yet
solid tool that works well in many publication applications.
When a single-line version is preferable, use the nameplate shown on this page.

Capstone Agency

Capstone Agency

Capstone Agency
 1.2 Other Logos
Visual identity standards help ensure that products, services and communications created by
the agency are immediately associated with The Capstone Agency.
Other logos may also be used with the wordmark
system to provide impact to the agency’s brand
while remaining recognizable.

Capstone Agency
Creative • Innovative • Effective

Capstone Agency

Capstone Agency
 2.0 Typography and Color
Typography and color are both important in internal communications.
The Capstone Agency strives to maintain a consistent use of similar types.
Below are examples of the three primary fonts that are used in
the agency’s wordmark system and internal communications.

Trajan Pro
Minion Pro
Gill Sans - Light
 2.2 Typography
Shown here are the fonts Minion Pro and Gill Sans.
Both fonts are primarily used in our visual standards.

Minion Pro Regular

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Minion Pro Bold

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Gill Sans Light

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Gill Sans Regular

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
 2.3 Color
The colors below are the official colors for The Capstone Agency.

Primary Colors

PANTONE Warm Gray 6 M BLACK

Headline and Body Colors

PANTONE Warm Gray 9 M PANTONE 201 M White

 3.0 Capstone Agency Stationary: Letterhead

.Top of logo should be .5’ from top

Center of logo should be 1’ from left

Capstone Agency
Creative Innovative Effective
January 1, 2010

Dr. John Doe

Director of Marketing
Ransackem Robotics
010011 River Street
Anywhere, USA 01001-1101

Dear Mr. Doe,

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Sincerely,

Allison Cook,
Director

Creative Innovative ADDRESS HERE

Effective
T
E
www.capstoneagency.com
 3.3 Capstone Agency Stationary:
Envelops and Business Cards

Capstone Agency
Creative Innovative Effective
Box 870000
Tuscaloosa, Alabama 35487-0000

Dr. John Doe

010011 River Street
Anywhere, USA 01001-1101

FRONT

Capstone Agency
Creative Innovative Effective
Allison Cook BACK
Director
Creative Innovative ADDRESS HERE

Effective
T
E
www.capstoneagency.com
The Capstone Agency is The University of Alabama’s
student-run public relations firm. We work with student
organizations, local businesses and privates parties to bet-
ter the client’s organization both internally and externally.
Our services include public relations, communications,
advertising, event planning, marketing, crisis management,
branding, promotions, fundraising, company management,
campaigns, special events and media relations.
Contact us for a free consultation
Creative Innovative
Effective

Capstone Agency
University of Alabama student-run public relations firm