MSU Brand Standards - Communications and Brand Strategy at ...

michigan state university brand STandardS
BRAND STANDARDS
VERSION 4, APRIL 30, 2012
1

TABLE OF
CONTENTS
3 brand baSicS
5 The Michigan STaTe UniverSiTy brand
12 Tone & copy/headline overview
14 Typography
18 Type USage
26 color paleTTe
28 graphic eleMenTS
34 phoTographic STyle
39 USage & reqUireMenTS for logoS & MarkS
48 STaTionery SySTeM
49 reSoUrceS & fUrTher gUidance
michigan state university brand STandardS
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1. BrANd
BASICS
1a whaT iS a brand?
We build things at Michigan State University. Superconductors. Vaccines. Entire
bodies of new knowledge. Championship teams. Not to mention many generations
of intelligent, conscientious thinkers who have gone out and literally changed
the world. These achievements have required our boldest vision, our biggest
thinking, and our broad-minded ability to roll up our sleeves and actually bring
them into being.
Building a successful brand is no different. Especially one as far-reaching and highprofile
as Michigan State’s. The look, feel, and tone contained in these brand standards
reflect who and what Michigan State University is and aspires to become.
The Michigan State University brand is the result of many different factors coming
from many facets of this institution that ultimately come together to form an
impression of who we are in people’s minds. Our brand is much more than the
university seal and our win-loss record on Saturday afternoons in the fall.
Our brand is what students, parents,
academics, alumni, public servants, corporations,
countries, and outside observers all think,
feel, and respond to when they hear the words
“Michigan State University.”
The greatest successes at Michigan State have been the result of people coming
together and standing united to effect great change. We are confident and enthusiastic
that, when it comes to building our brand, we can do the same once again.
michigan state university brand STandardS
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1B whaT are brand STandardS and why are They iMporTanT?
Like the university, our brand has enormous influence. By creating a strong
brand, we can continue to shape the way people think about Michigan State
University for the better.
This document is intended for those responsible for creating communication
materials for Michigan State University, from department newsletters, university
websites, and fundraising brochures to student recruitment materials and
the alumni association magazine. Using these brand standards will ensure that
the look and feel of Michigan State University stays consistent when it goes out
to meet the wider world.
It is vitally important that, as we build our brand, we are disciplined in the
way we present Michigan State University. Hundreds of people are going to
touch this brand, and while we urge them to all use their creativity to bring the
university to life in the eyes of our various audiences, it is important to do so
within the lines, so to speak.
Great brands build strong bonds with their audiences
by being consistent. They are instantly recognizable
and immediately stand for something. And they speak a
common language, despite the fact that they may be speaking
to very different people from very different places.
Amid the complexity that is Michigan State, there are very few times we ask our
vast community to be single-minded. This happens to be one of them.
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2. ThE MIChIgAN STATE
UNIvErSITy BrANd
2a The Michigan STaTe UniverSiTy creaTion STory
Right before America tore itself apart in civil war, a revolution was brewing
that would change this nation forever.
There was a political movement afoot to create agricultural colleges all over
the United States—institutions of higher learning that would promote both the
liberal and practical education of the industrial classes. In short, the country
needed colleges to educate the nation’s young to become farmers, engineers,
educators, and scientists: people who would build the nation.
In 1850, the Michigan Constitution called for an agricultural college. It was established
in 1855. And by 1862, what is now known as Michigan State University
stood as the pioneer land-grant university in the country, where it would serve
as the model for decades to come of what a land-grant university can and should
do. As a university of, for, and by the people, Michigan State University began a
long tradition of empowering ordinary people through education “good enough
for the proudest yet open to the poorest.”
Today there are more than 100 land-grant universities, and
Michigan State University remains in the upper echelon.
It is among the top 100 universities in the world. It is the
ninth largest public university campus by enrollment in
the nation. It is one of the undisputed global leaders in
higher education.
michigan state university brand STandardS
Michigan State University’s achievements are as diverse as they are consequential:
the university developed hybrid corn, homogenized milk, and a cancerfighting
drug that has saved millions of lives. And it has educated hundreds
of thousands of thinkers, from Nobel laureates and U.S. senators to ordinary
people who affect our lives in extraordinary ways.
Despite the economic challenges facing the state of Michigan and the world,
this is an exciting time for Michigan State University. President Lou Anna K.
Simon has called us to be the global model leader for land-grant institutions.
With a revitalized brand, we can narrate the next chapter of the Spartans and
their accomplishments. With a global reach, vast capabilities, and a community
and culture dedicated to advancing the common good, the epic of Michigan
State University continues.
5

2B brand plaTforM
Michigan State University’s brand platform is built upon the fundamental truth
of our history and our identity. The articulation of the brand is informed by
extensive quantitative and qualitative research conducted for Michigan State
University by an independent market research firm as well as by the work of an
outside branding agency. This work involved surveys and in-depth interviews
with hundreds of Michigan State University leaders, students, faculty, staff, and
alumni, as well as with external opinion leaders and higher education peers.
2c core idenTiTy / brand pillarS
HArdwOrkInG excellence.
This is the core of the Michigan State University brand.
This core is supported by three primary brand pillars: a values-driven approach
to all we do; the vast capabilities to make a difference; and a way of working that
values and engenders collaboration and connectivity both within the university
and beyond the campus with communities around the globe.
Through these we work to create and apply knowledge to help find solutions
for some of the world’s most challenging problems. This is the focal point of our
brand and the source of our most far-reaching value to the society we serve.
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2D exTended brand idenTiTy
Extending beyond the core of the MSU brand are nine important principles
that round out the articulation of who we are as well as what we should
continue striving to be.
These principles are essential aspects of Michigan State University’s identity,
and they should all be considered when creating materials for the institution.
PrOUd
Spartans are proud of who they are. And they don’t forget where they come
from. But Michigan State University’s pride is not limited to roots or identity.
Spartans take pride in a job well done. And it’s why Spartans find fulfillment
as they create knowledge that makes the world a better place.
HArdwOrkInG
Spartans work and work hard. They believe that anything worth accomplishing
effectively is worth the time and effort. It’s why Spartans see tasks through
to the end. They are engaged in every part of the process of solving a problem,
because, well, they want to solve the problem.
InclUSIve
Michigan State University was founded as a college for educating ordinary citizens,
and the spirit of democratizing knowledge for all who are qualified and
dedicated thrives today. It is certainly no accident that the more than 500,000
Michigan State University students, faculty, staff, and alumni come from virtually
every country, color, race, and creed in the world.
PrAcTIcAl
Michigan State University generates and passes on knowledge that has a
direct impact on people’s lives. It creates vaccines. Or disease-resistant crops.
michigan state university brand STandardS
Or revolutionary teaching techniques. Michigan State University applies its
knowledge to transform our lives.
BOld
Spartans are encouraged to think big and act on their grand ambitions. Why?
Because they can. With a university this large and capable, we have the opportunity
to make great changes in the world. And we encourage people to take
advantage of that opportunity.
GenUIne
Being smart is not enough at Michigan State University. It’s about being real,
too. No matter how high the institution may go, there’s always a foundation of
decency and authenticity supporting it.
eMPOwerInG
As a university of, for, and by the people, Michigan State University continues its
long tradition of empowering ordinary people through education good enough
for the proudest yet open to the poorest.
PrIncIPled
Our pursuit of knowledge is matched by our midwestern principles. We believe
in acting with integrity and treating others with dignity and compassion.
Awe-InSPIrInG
Michigan State University is the ninth largest public university campus by
enrollment in the United States. We work in every time zone on earth. Our
research saves millions of lives. For those who want to transform the way our
society thinks and lives, that opportunity awaits at Michigan State University.
7

2e Tone
Michigan State University demonstrates that it is entirely possible to be heroic
and humble at the same time. To be larger-than-life and accessible, down-toearth
and amazing.
We are midwestern. Friendly. Proud of our accomplishments. Confident without
being arrogant. We are constructive. We admire perseverance and a job well done.
We are reliable without being boring. We are optimistic. We are always looking
for the next great discovery, the next game-changing solution.
And we value telling the truth, which is what we should always do when speaking
about ourselves. Our tone should be consistent with our values and identity.
michigan state university brand STandardS
2F brand concepT raTionale
Up to this point, you have seen all of the building blocks: Michigan State
University’s history, its brand platform, and its tone. Taken together, they create
a powerful rationale for our brand as we move forward, one that distills both
our brand’s essence and our brand’s intentions.
Rationale
The Michigan State University community shares a sense of purpose and a
special bond. When Spartans work together to advance the common good, the
results are nothing short of awe-inspiring. This brand aims to elevate the excellence
and achievement of the university—and of Spartans everywhere—on all
fronts to convey how Michigan State’s culture and values, vast resources, and
deeds are the stuff of epic legend.
8

michigan state university brand STandardS For conceptual purposes only
9

michigan state university brand STandardS For conceptual purposes only
10

2g key MeSSageS
While the rationale acts as the ultimate source of Michigan State University’s
brand messaging, the brand must also be flexible enough to speak to a variety of
audiences in slightly different ways. Provided here are Michigan State’s overarching
brand message and the key brand messages for five primary audiences. While
they all were informed by the brand rationale, you’ll see how each message is able
to stake out its own territory.
a final note about the Key Messages:
Please regard these key messages as guidelines for you to internalize—not as
words to repeat verbatim to your audience—when you create communication
materials for Michigan State. While you will draw from the key messages to
shape the tone and content of your materials, please use language and phrasing
that will resonate most with your external audience.
OverArcHInG
Drawing upon its land-grant values, Michigan State University applies its vast
capabilities, knowledge, willingness to engage, and collaborative approach to create
opportunity and to help find solutions to the world’s most challenging problems.
PrOSPecTIve UnderGrAdUATeS
Michigan State University provides promising, qualified undergraduate
students with vast capabilities and unique opportunities within an exciting,
academically challenging, and supportive global community that prepares
them to succeed and contribute fully to society.
michigan state university brand STandardS
PrOSPecTIve GrAdUATe STUdenTS
As a top research university with vast capabilities and a distinguished faculty,
Michigan State University provides graduate students with the knowledge and
practical experiences that prepare them to achieve success and help discover
solutions to the world’s most challenging problems.
PArTnerS
Michigan State University works side by side with partners, putting its vast
capabilities, knowledge, distinguished faculty, and world-class facilities to
work to create opportunity, solve problems, and make a positive, sustainable
impact on society.
AlUMnI
Michigan State University makes a profound positive impact on society, and its
more than 427,000 living alumni worldwide are an integral part of that force for
good, individually and collectively.
dOnOrS
Michigan State University’s donors are essential partners in fostering and
growing the vast capabilities, pursuit of knowledge, and interdisciplinary
collaboration that provide opportunity to students and help solve the world’s
most challenging problems.
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3. TONE & COpy /
hEAdLINE OvErvIEw
3a Tone, copy, and headlineS
Michigan State University Spartans go the extra mile. They work harder. They
relentlessly search for new ideas and avenues of exploration. Because Spartans
want to advance the common good and make the world a better place, they are
simply willing to do the things that others do not. Which is why they accomplish
feats others do not.
The tone of the brand, both in headlines and body copy,
should reflect this sentiment and elevate the actions and
character of each story being told to a heroic level.
That said, the tone of each story should also underscore the university’s natural
inclination toward connectivity, collaboration, and inclusiveness. We should
demonstrate our singular character and the pride in our accomplishments, but
we should never be arrogant, chest-thumping credit hogs.
michigan state university brand STandardS
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3B wriTing inTereSTing headlineS: a gUide
When you’re writing materials for the brand, keep in mind that virtually no one
you’re trying to reach has to pay attention to what you write. In fact, many may
actively try to ignore it. You have to get their attention. Aim for thought-provoking
headlines that demonstrate how Michigan State University is a school apart.
A good headline serves as a lead-in to your story. It should always engage readers
and entice them to read more. Think of it as a great first line of a novel, in a way.
Ideally, it should possess a sense of irony, drama, humor, or human truth—if
not all four of those traits at the same time. Here’s an example:
a sPaRtan liKe KonRaD gelbKe May solVe
the MysteRy of the uniVeRse. esPeCially sinCe he
KnoWs he’s not the CenteR of it.
Now, contrast that with this:
RenoWneD nuCleaR PhysiCist
KonRaD gelbKe stuDies RaRe isotoPes
at MiChigan state uniVeRsity.
Notice the difference? A headline doesn’t have to convey its information so
straightforwardly. (In fact, it really shouldn’t.) That doesn’t mean it can be
false. Tell the truth. Be creative. Have some fun with it.
If you want to learn more about the tricks of the trade concerning great headline
writing, consult chapter four of Hey Whipple, Squeeze This: A Guide to Creating Great
Ads by Luke Sullivan.
final note on heaDlines
Including the words “Spartan(s)” and/or “Michigan State University” in each
headline is not mandatory, but if either of them can be used, so much the better.
We should maximize the effect of our name as much as possible.
michigan state university brand STandardS
fig. 3-1 Headline example
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4. TypOgrAphy
Two typefaces have been chosen for the Michigan State University brand:
Californian (serif) and Gotham (sans serif). Used in conjunction, they evoke
the heroic, bold, and progressive stories of Michigan State University. On pages
19–22, you can see their versatility.
MSU units may contact Communications and Brand Strategy to obtain packages
of Californian and Gotham fonts licensed to MSU for use on Michigan
State University work. To obtain fonts, the unit must register the name of the
unit and of the individual user with Communications and Brand Strategy.
Communications and Brand Strategy will manage access to the fonts to
maximize their use for high-level external communications. Please contact
Communications and Brand Strategy at contact@cabs.msu.edu or 517-355-7505.
4a californian (Serif)
Californian is a bold and classical typeface, one that not only harkens back to
the ancient Spartans but also makes the type look like it has been etched into
stone for posterity. Californian gives the brand’s tone an epic, heroic quality.
michigan state university brand STandardS
CALIFORNIAN
ROMAN, ITALIC, BOLD, BLACK || TEXT: ROMAN, ITALIC, BOld, blaCK
Californian Roman
Californian Italic
Californian Bold
Californian Black
Californian Text Roman
Californian Text Italic
californian Text Bold
Californian text black
cALIfORNIAN / tEXt ROMAN / 8 Pt
Lorem ipsum Nam faccatint eum aut quuntoribus dolupta spiciam
rercima gnatur, aut quamendere mi, audis as eveniet ommodio
nseditatium imint voleste mporepti offictam di di alique volorrovid
ea voluptatium quas re voles nes aut volecatem que re eaque volorit
quiate iunt eature, quatetur animus quo core nobit, simperisint
odis estibeatur sit odit es volum nitatis doluptatur?
cALIfORNIAN / tEXt ROMAN / 10 Pt
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
1234567890
!@#$%^&*()+-{};“”?
g
g
cALIfORNIAN
bOLd / 100 Pt
cALIfORNIAN
ROMAN / 100 Pt
Lorem ipsum, solest labor modigni scipitatur suntotatur? Quiaest, ullabo.
Rorero quia et doluptio. Osapisci vitatiunt provit latemodiciis ut pel mincil
undicis nulparum nobis vit etur moles rempero endio offic tempore.
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
14

4B goThaM (SanS Serif)
Gotham also demonstrates boldness, but of a different sort. The typeface evokes
Michigan State University’s hardworking values, its precision and high functionality,
and its forward-thinking optimism. Gotham marks Michigan State University
as an institution on the move.
michigan state university brand STandardS
goThaM
book, Book ItalIc, MEdIuM, MedIuM ItalIc, BolD, Bold ItalIc,
Black, Black ItalIc, UlTRA, Ultra ItalIc
gotham book
Gotham Book Italic
Gotham Medium
Gotham Medium Italic
gotham Bold
Gotham Bold Italic
Gotham Black
Gotham Black Italic
Gotham Ultra
Gotham Ultra Italic
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
GOtHAM / bOOk / 8 Pt
lorem ipsum nam faccatint eum aut quuntoribus dolupta
spiciam rercima gnatur, aut quamendere mi, audis as eveniet
ommodio nseditatium imint voleste mporepti offictam di
di alique volorrovid ea voluptatium quas re voles nes aut es
volum nitatis doluptatur?
abcdefghiJklM
nopqrSTUvwxyZ
abcdefghijklmnop
qrstuvwxyz
1234567890
!@#$%^&*()+-{};“”?
GOtHAM
bOLd / 100 Pt
g
GOtHAM
uLtRA / 100 Pt
G
15

4c goThaM narrow (SanS Serif)
This typeface is for body copy, lists, and bullets only.
michigan state university brand STandardS
GOTHAM NARROW
BOOK, Book ItalIc, MediuM, MedIuM ItalIc, Bold, Bold ItalIc,
Gotham Narrow Book
Gotham Narrow Book Italic
Gotham Narrow Medium
Gotham Narrow Medium Italic
Gotham Narrow Bold
Gotham Narrow Bold Italic
GOtHAM NARROw / bOOk / 7 Pt
Lorem ipsum Nam faccatint eum aut quuntoribus dolupta spiciam rercima
gnatur, aut quamendere mi, audis as eveniet ommodio nseditatium imint
voleste mporepti offictam di di alique volorrovid ea voluptatium quas re voles
nes aut es volum nitatis doluptatur? Consequunt aut magnit officabor sequid
quia ea dolorio. Xim fuga. Berit faccae. Les sandita tissum que ommolor eiuscia
voluptate pos et aligent reped eaquidus sincium ernatiore.
GOtHAM NARROw / bOOk / 10 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
18 Pt
Lorem ipsum Nam faccatint eum aut quuntoribus
dolupta spiciam rercima gnatur, aut quamendere mi,
audis as eveniet ommodio nseditatium imint voleste
mporepti offictam di di alique volorrovid ea voluptatium
quas re voles nes aut es volum nitatis doluptatur?
Berit faccae apitaspel es nonsequaest.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnop
qrstuvwxyz
1234567890
!@#$%^&*()+-{};“”?
GOtHAM NARROw
bOOk / 100 Pt
G
GOtHAM NARROw
bOLd / 100 Pt
G
16

4D fonT SUbSTiTUTionS for prinT and digiTal Media
When creating branding pieces in HTML text, substituting Georgia (serif) for
Californian (serif) and Helvetica (sans serif) for Gotham (sans serif) is recommended.
The exception to this rule is if the headline is set as a JPEG, in which case
the headline can be Californian and Gotham. Georgia and Helvetica also may be
substituted in print materials when Californian and Gotham are not available.
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5.
TypE
USAgE
5a headlineS
Designers have the option of setting headlines in either Californian Bold or
Gotham Ultra according to their aesthetic judgment. Each headline should be
set in all caps, regardless of which font is used.
In addition, headlines can be set in a combination of both fonts, particularly if
they are displayed over several lines of text. However, if a designer chooses to
combine the fonts in a headline, the designer must ensure consistency across the
entire headline by choosing only one font as the primary font and the other as the
contrasting accent font. (See figures 5-1, 5-2, and 5-3 on page 19, for reference.)
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angleD heaDlines Within PhotogRaPhy
Headlines set within a photograph must always be integrated into the space to
serve the scene’s (and the story’s) overall epic, heroic feel. This means that the
headline may have to be set at an angle, given a sense of perspective, and/or contain
or cast shadows to combine it successfully with the rest of the composition.
fig. 5-1 Angled headline using Californian as primary font
michigan state university brand STandardS
fig. 5-2 Angled headline using Gotham as primary font
fig. 5-3 Angled headline using Californian as primary font
19

flat heaDlines Within PhotogRaPhy
Some photos may not be well suited for type that is set at an angle, so headlines
may be set within the photo in a flat manner. This style may also be used if the
angled headlines become too redundant within a piece.
michigan state university brand STandardS
fig. 5-4 Flat headline set within photography
1 WE CAN BE HEROES EVERY DAY.
With cisplatin—the revolutionary anti-cancer
drug—Spartans have saved millions. (Just
ask one of the world’s best-known cyclists.)
MSU is working on developing vaccines and
treatments for everything from malaria to
Parkinson’s disease.
4 THE ARENA ROCKS.
The Breslin Student Events Center deserves a
standing O. Thousands flock here for some of
the best college basketball—12 straight NCAA
tourney appearances by the men’s team—and
also the hottest acts, from Lil’ Wayne to Will
Ferrell to Cirque du Soleil.
7 FIND WHATEVER REVS
YOUR ENGINE.
With 630 student activities, you’ll find the club
to match your passion. Just one example: Baja
offroad racing, where you can design, build,
and race hard-charging vehicles against teams
from all around the world.
4
1
8 PAINT THE TOWN GREEN & WHITE.
East Lansing is a cozy, crown jewel of a college
town. Located between Great Lakes Michigan
and Huron, it’s young and fun—more than 60
percent of its residents are between 15 and 24
years old. Skate down Grand River Avenue to
see the shops, cafes, and restaurants catering
to Spartans.
6
2 YOU WON’T BELIEVE YOUR EARS.
MSU affects your life every day. Don’t believe
us? Take Auto-Tune: Used by 60 percent of
all musicians, but also used to find pockets of
oil—and invented by a Spartan.
2
8
3
7
WANT TO LEARN MORE? HOW SPARTAN OF YOU.
3 SOME OF OUR GREATEST
SUPERHEROES WEAR LABCOATS.
Working with MSU researchers, you might help
the planet—and get published—before you
even graduate. Our researchers serve purposes
and people worldwide, from developing new
biofuels to solving the disappearance of the
world’s honeybees.
5 SPEAKING OF SUPERHEROES…
With nearly 5 million volumes in our library
system, you can learn more about, say, Central
America—or Captain America. In fact, the
200,000 comics from around the world are
just a part of the Special Collections Division’s
stock of rare books and artifacts.
6 YOU WANT TO GO TO THERE.
You’ll go far as a Spartan—literally. As the topranked
public university for study abroad, we
offer more than 240 programs across all seven
continents—from fashion designing in Italy to
climate change research in Antarctica.
One small brochure can only capture so much of what the Spartans are capable of. That’s why we highly encourage you to request
more information or schedule a campus visit. To learn more, visit us at admissions.msu.edu
Finally, we want you to know that Michigan State University prides itself on striving to be affordable for all academically qualified
students who wish to attend. In fact, MSU awarded more than $6 million in scholarships and aid in 2009. There are many different
cost options to finance your education. For a detailed estimate of the projected costs, visit finaid.msu.edu/costs.asp
5
20

heaDlines not Within PhotogRaPhy
Headlines that do not appear within a photograph have the ability to be much
more traditional and straightforward. This means they typically do not require
being set at an angle, a sense of perspective, and/or shadowing. This headline
style is used for the editorial portions of pieces.
fig. 5-5 Headline outside of photography using Californian as primary font and Gotham as secondary font
michigan state university brand STandardS
21

fig. 5-6 Headline outside of photography using Gotham as primary font
michigan state university brand STandardS
22

5B SUbheadlineS
While the designer does have creative latitude when it comes to subheads, we
recommend that most subheadlines be set in Gotham. This is simply because,
in the hierarchy of the design, the subheadline in Gotham is typically clearer
and better able to stand out.
michigan state university brand STandardS
fig. 5-7 Subheadlines using Gotham
23

5c body copy
Body copy may be set in either Californian or Gotham. For serif type, designers
should set body copy in Californian Text Roman. For sans serif type, designers
may use Gotham Book or Gotham Narrow Book.
fig. 5-8 Body copy using Californian Text Roman
michigan state university brand STandardS
fig. 5-9 Body copy using Gotham Narrow Book
24

5D liSTS & bUlleTS
On occasion, type will be set within a Spartan shield to communicate smaller facts
and figures about Michigan State University or to make calls to action. Designers
have the option of setting the copy within the shields in either Californian or Gotham.
However, for the sake of overall legibility, we recommend using Gotham.
For further clarification, please consult the Graphic Elements section beginning
on page 28.
fig. 5-10 Lists and statistics using Gotham and Gotham Narrow
michigan state university brand STandardS
fig. 5-11 Lists and statistics using Californian
25

6. COLOr
pALETTE
6a priMary colorS
Michigan State University’s colors are green and white. The official green is represented
by the Pantone Matching System ink color 567 (PMS 567).
When matching the official MSU green, the medium must be considered. The
same color formula can look different on the web than it does printed on paper or
rendered in fabric. Please note that sampling the color from the Brand Standards
PDF is not an accurate way to render the color for any medium. Comparing what
is printed on a desktop color printer to a computer screen also is not reliable.
Each PMS ink color number translates into different formulas in different software.
For example, PMS 567 green translated into RGB or into a hex code (for
web use) in Illustrator and in InDesign provides a different formula than if it is
translated in Photoshop.
To ensure the consistency of the color, please type in the exact formula as appropriate
to each application:
pMS: 567
cMyk: c:82 M:0 y:64 k:70
rgb: r=24 g=69 b=59
web: 18453b
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6B Secondary colorS
Michigan State University is a vast institution that must speak to a wide variety
of audiences each and every day. While the brand’s overall message must remain
consistent across the board, its mood and tone may vary somewhat according to
the intended audience. (For example, a 16-year-old prospective student requires
a look and feel different from a 60-year-old alumnus.)
With this in mind, the brand has a small group of secondary color palette spectrums
designed to appeal to different primary audiences. Additionally, there are
accent colors within each palette that can be used very sparingly to call out specific
information. Each spectrum has been devised in order to capture a specific mood
or tone. Below, you will see the audience, the desired mood/tone, and the recommended
secondary color palette spectrum.
ProsPective anD current unDergraDuates: energeTic, yoUThfUl
C:100 M:0 Y:20 K:0
R:0 G:172 B:205
ProsPective anD current graDuate stuDents: proficienT, worldly, inTrepid
C:85 M:0 Y:35 K:35
R:0 G:129 B:131
alumni, Partners, anD Donors: SophiSTicaTed, enTerpriSing, hiSToric
C:100 M:0 Y:90 K:40
R:0 G:114 B:63
C:80 M:0 Y:100 K:0
R:13 G:177 B:75
C:40 M:0 Y:100 K:20
R:136 G:172 B:46
C:40 M:100 Y:50 K:30 C:60 M:0 Y:100 K:20
R:124 G:23 B:70
C:50 M:100 Y:0 K:0
R:146 G:39 B:143
C:40 M:100 Y:0 K:40
R:110 G:0 B:95
R:92 G:160 B:56
michigan state university brand STandardS
C:100 M:0 Y:30 K:20
R:0 G:144 B:158
C:0 M:10 Y:35 K:0
R:255 G:228 B:175
C:0 M:70 Y:100 K:10
R:220 G:102 B:30
C:15 M:75 Y:0 K:0
R:208 G:99 B:165
C:0 M:5 Y:10 K:20
R:210 G:200 B:189
C:0 M:5 Y:25 K:10
R:232 G:217 B:181
C:0 M:35 Y:100 K:0
R:252 G:175 B:23
C:10 M:40 Y:60 K:25
R:178 G:128 B:89
C:90 M:75 Y:75 K:0
R:63 G:86 B:87
accenTS
C:0 M:100 Y:0 K:0
R:236 G:0 B:140
accenTS
C:0 M:100 Y:100 K:40 C:0 M:40 Y:20 K:0
R:158 G:11 B:15
accenTS
C:0 M:20 Y:100 K:10
R:232 G:185 B:9
C:0 M:20 Y:100 K:0
R:255 G:203 B:5
R:248 G:171 B:173
C:0 M:100 Y:90 K:20
R:196 G:20 B:37
C:0 M:35 Y:40 K:0
R:250 G:179 B:147
C:50 M:0 Y:0 K:0
R:109 G:207 B:246
C:100 M:40 Y:0 K:0
R:0 G:125 B:197
27

7. grAphIC
ELEMENTS
7a rUleS
When separating a block of copy or adding character to a headline, the Michigan
State University brand employs two separate rules: a regular rule line and a
Spartan spear. The Spartan spear serves as a graphic element that artfully incorporates
classical—and distinctive—Spartan iconography into the brand in an
interesting and functional way.
When introducing a new segment of copy, the brand employs a horizontal bar
with a chevron. The bar provides the beginning of each story with a sense of focus
and clarity. While use of the bar is not mandatory when introducing new blocks
of copy, it is highly recommended, especially if you wish to draw the reader’s
attention to a specific block of copy.
fig. 7-1 Regular rule lines, variety of weights
fig. 7-2 Spartan spear rule lines, variety of weights
fig. 7-3 Horizontal copy bar with chevron
michigan state university brand STandardS
fig. 7-4 Rule lines in use
fig. 7-5 Horizontal copy bar in use
28

7B SparTan Shield
First, we would like to stress that the Spartan shield is not a logo of any sort
for the Michigan State University brand. It is a graphic element to be used—
predominantly in editorial elements of the brand—to provide a greater sense of
hierarchy and composition to Michigan State University branding materials.
The Spartan shield is used in a variety of ways:
SHIeld AT THe end Of cOPy
A miniature shield should be placed at the end of each block of branding copy as
a sign-off, signaling the story’s conclusion.
fig. 7-6 Shield to be used at the end of copy
michigan state university brand STandardS
fig. 7-7 Shield in use at the end of copy
RODNEY WHITAKER
Improvisation is in Rodney Whitaker’s blood. In
fact, his gift for collaboration has made him one
of world’s leading double bass jazz performers,
having played with the Lincoln Center Jazz
Orchestra and the Roy Hargrove Quintet. So when
Whitaker partners with groups as the Director of
Jazz Studies at Michigan State University’s
College of Music, it’s no surprise that he has
helped make MSU one of the strongest jazz
programs in the country. Or that he has guided
hundreds of underprivileged Detroit-area schoolchildren
to discover a love of America’s greatest
music. Whether as a director or a sideman, when
Whitaker brings people together, the noise they
make is profound.
ARTS & HUMANITIES 22
29

SHIeld wITH nOTcH
The shield with a notch on its lower edge is used to contain copy that details
various facts and figures about Michigan State University.
fig. 7-8 Shield with notch
michigan state university brand STandardS
fig. 7-9 Shield with notch in use
30

SHIeld wITH nOTcH And BOrder
A shield with a notch and border can be used to hold smaller amounts of copy
and/or headlines. Type should be set flat within it.
fig. 7-10 Shield with notch and border
michigan state university brand STandardS
fig. 7-11 Shield with notch and border in use
31

fUll SHIeld wITH TyPe
The full shield (a shield without a notch in it) is used to hold the featured
subject of a Michigan State University brand story, whether the subject is
a person, an initiative, or a specific place being affected by Michigan State
University. For example, the full shield could contain “Tom Izzo” or “FRIB.”
fig. 7-12 Full shield with type
michigan state university brand STandardS
fig. 7-13 Full shield with type in use
32

fUll SHIeld wITHOUT TyPe
Finally, the full shield without type can be used occasionally as a graphic to
add a visual element to a layout, if necessary.
fig. 7-14 Full shield without type
michigan state university brand STandardS
fig. 7-15 Full shield without type in use
33

8. phOTOgrAphIC
STyLE
Photography is one of the most vital elements of the Michigan State University
brand. It evokes emotion and connects people to the institution, maximizing
their investment in Michigan State University.
Just as important, the photography has a point of view. It says that Michigan
State University is unique, that Spartans think differently. Of course, we
want to present beautiful photography. But we also want that photography
to convey the epic quality of the institution and the iconic, unconventional
nature of its success.
michigan state university brand STandardS
34

8a hero ShoTS (porTraiTUre)
The hero/subject of the photograph should always be the main focus. Heroes/
subjects should be placed in the foreground, so that the viewer’s eye is drawn
straight to them. In addition, heroes should be photographed at an angle to
give them a larger-than-life aura. The hero should appear hardworking and
humble, yet accomplished and heroic.
fig. 8-1 Examples of hero photos
michigan state university brand STandardS
35

8B STill life
Used to highlight a specific research initiative, discovery, or opportunity at
Michigan State University, still-life photographs should be shot in the same
fashion as hero photos. The still-life photos can be composed against a clean
background or within a natural environment. In addition, the composition of
the photograph must provide room for headlines and other typography.
fig. 8-2 Examples of still-life photos
michigan state university brand STandardS
*
*image is not the property of MSU. This is an example of the photographic style we should seek to create. 36

8c landScapeS
Landscapes, both as background for hero shots and on their own, should be
expansive, awe-inspiring, and epic.
fig. 8-3 Examples of landscape photos
michigan state university brand STandardS
37

8D phoToJoUrnaliSTic STyle
Often the brand will require supporting photos for various materials. In
cases where the brand does not use a singular hero, still-life, or landscape
photograph, then the photographic style should be photojournalistic. This
documentary style should maintain a high standard of production quality and
a clear, thought-provoking point of view.
Please veer away from overly lit, static, corporate-type photos. Ideally, the
brand’s photojournalistic style could be placed alongside the photos seen in
the New York Times, and no one would know the difference. That’s the standard
to which we should aspire.
fig. 8-4 Examples of documentary photos
michigan state university brand STandardS
*
*image is not the property of MSU. This is an example of the photographic style we should seek to create. 38

9. USAgE & rEqUIrEMENTS
FOr LOgOS & MArkS
9a graphic idenTiTy SySTeM
Michigan State University must convey a consistent image as an educational institution
committed to hardworking excellence to a range of audiences. A graphic
identity system helps ensure that all parts of the university are working together
to communicate this image visually. These graphic standards outline the requirements
and details of the university’s graphic identity system, including use of
university trademarks and Michigan State University’s stationery system.
michigan state university brand STandardS
9B Michigan STaTe UniverSiTy MarkS
Michigan State University has four primary visual marks—the Michigan State
University wordmark, university seal, block S, and Spartan helmet—all of which
are registered trademarks, as are the words “Michigan State University.”
Use of Michigan State University trademarks by individuals or entities outside
the institution must be approved by University Licensing Programs (for licensed
products) or University Relations (for communications). In general, for communications,
use of Michigan State University marks is restricted to representation
of official partnerships or sponsorships.
All trademarks may be displayed only in black, white, Michigan State University’s
official Spartan green (Pantone Matching System ink color 567 or hex code 18453B
for web), or, when specified, a combination of black and the official green.
39

9c Michigan STaTe UniverSiTy wordMark
The Michigan State University wordmark is the standardized graphic representation
of the Michigan State University name. It is a custom-designed mark
using the Arrow typeface. It emphasizes the words “Michigan State” to provide
rapid identity recognition and to enhance readability.
fig. 9-1 Michigan State University wordmark
Do not Do the folloWing
michigan state university brand STandardS
use
The Michigan State University wordmark is the primary graphic element that
identifies the university. As such, it is required to appear on all external publications,
websites, and other visual communications developed by any administrative
or academic unit of the university except Intercollegiate Athletics, which
uses the Spartan helmet as its primary mark.
» Use approved, unaltered versions of the Michigan State University wordmark
only (download at cabs.msu.edu/toolkit/logos-marks.html).
» Do not recreate the mark.
» Do not use the Michigan State University wordmark within text.
» Do not combine with any other marks, graphic elements, or words except as
specified (see page 44).
» Do not alter the Michigan State University wordmark except to enlarge or
reduce proportionally.
» The Michigan State University wordmark may be used on give-away promotional
items such as T-shirts, mugs, key chains, etc., with prior written approval from
University Licensing Programs (see Use of Trademarks on Promotional Items on
page 47).
40

9D UniverSiTy Seal
The official seal of Michigan State University represents the university’s founding
in 1855 as the nation’s pioneer land-grant university and its legacy of democratizing
higher education. College Hall—Michigan State University’s first academic
building—is at the center of the seal. Above it, rays of the rising sun represent the
new era in education that dawned in the mid-19th century with the bold experiment
of teaching the mechanical and agricultural arts alongside the liberal arts.
The sweeping walkway leading to the steps calls to mind the egalitarian welcome
extended to ordinary citizens to reap the benefits of higher learning.
fig. 9-2 University seal
michigan state university brand STandardS
use
The university seal has evolved slightly since its initial adoption in 1926 and
was enhanced for clearer and more effective graphic reproduction.
» The seal appears on official academic documents and on all official university
stationery (letterhead and business cards) except for those of Intercollegiate
Athletics, which bear the Spartan helmet.
» Do not substitute the seal for the Michigan State University wordmark, which
should appear on all external MSU publications, websites, and other visual
communications.
» The seal may be used on certain high-end items approved by University
Licensing Programs (see Use of Trademarks on Promotional Items on page 47);
do not use the seal on general give-away promotional items such as T-shirts,
mugs, key chains, etc.
» Use approved, unaltered versions of the seal only (download at cabs.msu.
edu/toolkit/logos-marks.html).
41

9e block S
Michigan State University’s block S is a custom graphic treatment. It is vertical
in stature and contains subtle graphic styling, making it unique among similar
letterforms.
fig. 9-3 Block S
Do not Do the folloWing
michigan state university brand STandardS
use
The block S is a university-wide mark, available for use by all Michigan State
University units.
» Use approved, unaltered versions of the block S only (download at cabs.msu.
edu/toolkit/logos-marks.html).
» Do not recreate the mark.
» Do not use the block S to replace a letterform in any name or word.
» Do not combine the block S with or place within any other marks, graphic
elements, or words except as specified (see page 44).
» Do not alter the block S except to enlarge or reduce proportionally.
» Do not substitute the block S for the Michigan State University wordmark,
which should appear on all external MSU publications, websites, and other
visual communications.
» The block S may be used on give-away promotional items such as T-shirts,
mugs, key chains, etc., with prior written approval from University Licensing
Programs (see Use of Trademarks on Promotional Items on page 47).
42

9F SparTan helMeT
The Spartan helmet graphic is a simple, strong, and iconic mark derived from the
name of Michigan State University’s athletics teams. Today, students, faculty,
staff, and alumni around the world refer to themselves as Spartans.
fig. 9-4 Spartan helmet
michigan state university brand STandardS
use
The Spartan helmet is the primary mark of MSU Intercollegiate Athletics. It is
also available for use by all other university units.
» Use approved, unaltered versions of the Spartan helmet only (download at
cabs.msu.edu/toolkit/logos-marks.html).
» Do not recreate the Spartan helmet.
» Display the Spartan helmet in the right facing position; do not reverse
the direction.
» Do not alter the Spartan helmet except to enlarge or reduce proportionally.
» Do not substitute the Spartan helmet for or combine with the Michigan State
University wordmark, which should appear on all external MSU publications,
websites, and other visual communications.
» The Spartan helmet may be used on give-away promotional items such as
T-shirts, mugs, keychains, etc., with prior written approval from University
Licensing Programs (see Use of Trademarks on Promotional Items on page 47).
43

9g Michigan STaTe UniverSiTy wordMark and block S
coMbinaTion
The Michigan State University wordmark combined with a specific, enhanced
version of the block S was designed for limited purposes described at right.
Questions about use of the combined Michigan State University wordmark/block
S should be directed to Communications and Brand Strategy at 517-355-7505.
fig. 9-5 Combined Michigan State University wordmark/block S horizontal option (preferred)
fig. 9-6 Combined Michigan State University wordmark/block S vertical option
michigan state university brand STandardS
use
» Use of the combined Michigan State University wordmark/block S is required
for signage identifying MSU locations off campus.
» Use of the combined Michigan State University wordmark/block S is recommended
when a Michigan State University mark must appear within a list of
visual marks from other entities. Using this combined format provides more
weight, allowing the MSU identity to more effectively cut through the visual
clutter.
» The combined Michigan State University wordmark/block S may be used
on give-away promotional items such as T-shirts, mugs, key chains, etc.,
with prior written approval from University Licensing Programs (see Use of
Trademarks on Promotional Items on page 47).
» Use approved, unaltered versions of the combined Michigan State University
wordmark/block S only (download at cabs.msu.edu/toolkit/logos-marks.html).
» Do not recreate the combined Michigan State University wordmark/block S.
» Do not use the combined Michigan State University wordmark/block S on
university stationery or external MSU publications, websites, or other visual
communications.
44

9h UniverSiTy pUblicaTionS and webSiTeS
To provide immediate brand recognition and connect university units with the
Michigan State University brand, print and online publications and websites
for all MSU units should reflect consistent graphic identity standards.
» Place the Michigan State University wordmark on either the front or back
cover of all publications.
» Include the Michigan State University wordmark on every university website,
in the footer if using the primary MSU banner design (recommended) or in
the upper left corner of the banner if not using a design consistent with the
university home page.
» Do not use college, department, center, or unit logos on external communications
or websites.
» Contact University Relations for questions regarding the use of multiple marks
when partnerships with outside entities must be represented.
» Include Michigan State University’s affirmative-action statement if appropriate,
based on the target audience. The statement is: MSU is an affirmativeaction,
equal-opportunity employer.
michigan state university brand STandardS
45

9i diSplay of UniT naMe wiTh wordMark
As a form of unit identification, all units may use the Michigan State University
wordmark in combination with the unit name set in Myriad Pro type. The unit
name may be accompanied by the college or division name if desired. The horizontal
option is preferred, but the vertical option also may be used on external
communications, including print and online publications and websites.
fig. 9-7 Examples of horizontal unit identification shown at 75 percent*
2 inches
2 inches
2 inches
.1576 inches
.1576 inches
Land Policy Institute
College of Agriculture and
Natural Resources
Agriculture, Food, and Resource Economics
michigan state university
text
brand
length should
STandardS
not exceed
2.5 inches; flow text to
additional lines if needed
Myriad Pro Regular 13/15, center text
vertically;
text length should not exceed 2.75 inches;
flow text to a maximum of three lines if
needed
Myriad Pro Regular 13/15
Myriad Pro Regular 10/12
Units that have existing logos may use them on internal communications and
promotional items; however, they should not be used on external communications
or stationery. Expenditure of resources to create new logos is discouraged.
Land Policy Institute Myriad Pro Regular 13/15
.2099 inches
.5 rule
.5 rule
center all lines vertically;
text length should not
exceed 2.75 inches; flow
text to a maximum of
three lines if needed
.2099 inches
.2099 inches
2 inches
2 inches
2 inches
.1576 inches
.1576 inches
Land Policy Institute
College of Agriculture and
Natural Resources
Agriculture, Food, and Resource Economics
Land Policy Institute Myriad Pro Regular 13/15
2 inches
.5 rule
.5 rule
fig. 9-8 Examples of vertical unit identification shown at 75 percent*
College of Agriculture and
Natural Resources
Agriculture, Food, and Resource Economics
text length should not exceed
2.5 inches; flow text to
additional lines if needed
*Once created to specifications, these may be enlarged or reduced proportionally.
Myriad Pro Regular 13/15, center text
vertically;
text length should not exceed 2.75 inches;
flow text to a maximum of three lines if
needed
Myriad Pro Regular 13/15
Myriad Pro Regular 10/12
text length should not
exceed 2.5 inches; flow
text to additional lines if
needed
Myriad Pro Regular 13/15
Myriad Pro Regular 10/12
center all lines vertically;
text length should not
exceed 2.75 inches; flow
text to a maximum of
three lines if needed
46

9J USe of TradeMarkS on proMoTional iTeMS
Use of any university trademark on a promotional/premium item of any type
requires prior written approval from University Licensing Programs. This
applies to all products, including those designed by students or student groups.
For more information, visit licensing.msu.edu. To request approval, contact
University Licensing Programs at licensing@union.msu.edu or 517-355-3434.
9K coMMercial USe of UniverSiTy TradeMarkS
Commercial use of any university trademark, including the manufacture and distribution
of all commercial products, typically will require a license from University
Licensing Programs. For more information, visit licensing.msu.edu or contact
University Licensing Programs at licensing@union.msu.edu or 517-355-3434.
michigan state university brand STandardS
9l USe of UniverSiTy idenTificaTion in adverTiSing
Michigan State University must be identified prominently in all universitygenerated
advertising that promotes any unit of the institution. Preferably, the
Michigan State University wordmark will be used; on occasion, very prominent
type identifying Michigan State University may be used. This applies to
all online ads, magazine and newspaper advertising, posters, banners, and
billboards.
When advertising is used to promote an event, university identification must
appear prominently, but sizing should reflect the relative roles of the event, the
sponsoring unit, and the university.
47

10. STATIONEry
SySTEM
10a STaTionery SySTeM
Letterhead, envelopes, and business cards often create one of the first impressions
of Michigan State University. Consistency in design, color, and type is important
to reinforce the university’s identity. All university stationery (except for
Intercollegiate Athletics) must display the Michigan State University wordmark
and university seal as specified. No additional visual marks are permitted.
For examples of letterhead, envelopes, and business cards, visit cabs.msu.edu/
toolkit/stationery.html.
10B leTTerhead
MSU letterhead includes the Michigan State University wordmark at the top and
the university seal in the scholar’s margin. All college and department information
appears within the scholar’s margin. MSU’s affirmative-action statement appears
at the bottom of the scholar’s margin.
Myriad Pro is the recommended typeface for use on all MSU letterhead. Use of
the Myriad Pro typeface is recommended; however, the Arial typeface may be
substituted if Myriad Pro is not available. (Myriad Pro may be ordered directly
from adobe.com/type. The three weights used in the letterhead are Myriad Pro
Bold, Semibold, and Regular.)
Use of the Arial typeface is recommended for letterhead that is sent electronically.
MSU letterhead templates may be downloaded from the Communications and
Brand Strategy site at cabs.msu.edu/toolkit/downloads.html.
michigan state university brand STandardS
10c envelopeS
MSU stationery envelopes include only the Michigan State University wordmark
and the appropriate contact information in the upper left corner.
10D bUSineSS cardS
Business cards should use a horizontal format whenever possible, with the
Michigan State University wordmark at the top and the university seal on the
left. Name, title, units, and contact information appear in a single-column
format.
While the horizontal format is preferred, a vertical format using only the
Michigan State University wordmark is available as an alternative for instances
in which multiple titles or unit affiliations preclude use of a horizontal format.
A third alternative provides for printing a double-sided card in situations
where two separate addresses must be listed.
10e prinTed STaTionery SoUrce
University Services prints letterhead and envelopes on regular bond or watermarked
recycled paper and business cards on recycled cardstock. To order
online, visit purchasing.msu.edu/printprocurement or call 517-884-6085.
48

11. rESOUrCES &
FUrThEr gUIdANCE
It is vitally important that we ensure a consistent and appropriate brand. To
this end, we urge you to contact Communications and Brand Strategy if you
have any questions about Michigan State University’s Brand Standards or
need clarification of a point.
Communications and Brand Strategy is available to consult with any Michigan
State University unit on weaving the brand messaging, tone, and visual identity
into its communication materials. Communications and Brand Strategy
may assist MSU colleges with producing high-profile, brand-aligned materials
and also can serve as a resource to locate qualified outside vendors.
Contact Communications and Brand Strategy:
contact@cabs.msu.edu or 517-355-7505
In addition, further resources on Michigan State University’s Brand Standards
may be found at the Communications and Brand Strategy website: cabs.msu.edu
michigan state university brand STandardS
49