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

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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.) michigan state university brand STandardS 18
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
Page 1 and 2: michigan state university brand STa
Page 3 and 4: 1. BrANd BASICS 1a whaT iS a brand?
Page 5 and 6: 2. ThE MIChIgAN STATE UNIvErSITy Br
Page 7 and 8: 2D exTended brand idenTiTy Extendin
Page 9 and 10: michigan state university brand STa
Page 11 and 12: 2g key MeSSageS While the rationale
Page 13 and 14: 3B wriTing inTereSTing headlineS: a
Page 15 and 16: 4B goThaM (SanS Serif) Gotham also
Page 17: 4D fonT SUbSTiTUTionS for prinT and
Page 21 and 22: heaDlines not Within PhotogRaPhy He
Page 23 and 24: 5B SUbheadlineS While the designer
Page 25 and 26: 5D liSTS & bUlleTS On occasion, typ
Page 27 and 28: 6B Secondary colorS Michigan State
Page 29 and 30: 7B SparTan Shield First, we would l
Page 31 and 32: SHIeld wITH nOTcH And BOrder A shie
Page 33 and 34: fUll SHIeld wITHOUT TyPe Finally, t
Page 35 and 36: 8a hero ShoTS (porTraiTUre) The her
Page 37 and 38: 8c landScapeS Landscapes, both as b
Page 39 and 40: 9. USAgE & rEqUIrEMENTS FOr LOgOS &
Page 41 and 42: 9D UniverSiTy Seal The official sea
Page 43 and 44: 9F SparTan helMeT The Spartan helme
Page 45 and 46: 9h UniverSiTy pUblicaTionS and webS
Page 47 and 48: 9J USe of TradeMarkS on proMoTional
Page 49: 11. rESOUrCES & FUrThEr gUIdANCE It

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

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