Identity Manual

rutgers vi sual i denti t y manual
RUTGERS VI SUAL
I DENTI T Y MANUAL

APRI L 30, 2012
VERSI ON 2.1
RUTGERS VI SUAL
I DENTI T Y MANUAL

APRI L 30, 2012
VERSI ON 2.1
This manual is an Adobe Acrobat 8.0 PDF fle for
viewing on Macintosh or Windows platforms. We
recommend downloading the fle and viewing it
on your desktop. All entries on the contents page
are linked to their respective pages. The complete
fle or its individual pages can also be printed on
8.5 x 11 paper, preferably using a color printer.
The most current version of the manual is available
online at identity.rutgers.edu.
i denti t y. rutgers . edu rutgers vi sual i denti t y manual
contents
1. 0 i ntroducti on
1.1 Why a Visual Identity System?
1.2 Visual Identity Policy
1.3 Contacts for Advice, Approvals, and Graphics
2. 0 basi c elements
2.1 The Rutgers Logotype
2.2 The Logotype with State University and
University Signatures
2.3 The Logotype with Campus Signature
2.4 The Logotype with Unit Signature
2.5 The Logotype with Unit Signature Continued
2.6 The Offcial University Seal
2.7 The Informal University Seal
2.8 The Logotype with Informal Seal
2.9 Seal: Vertical Option
2.10 Size and Clear Space Requirements for Print
and Merchandise
2.11 Size and Clear Space Requirements for Electronic
Communications
2.12 Unacceptable Uses
2.13 Unacceptable Uses Continued
3. 0 color
3.1 Primary Color Palette
3.2 Supplementary Color Palette
3.3 Three-Color Reproduction
3.4 Two-Color Reproduction
3.5 One-Color Reproduction
3.6 One-Color Reproduction Continued
3.7 Unacceptable Color Treatments: Logotype
3.8 Unacceptable Color Treatments: Signature
4. 0 typography
4.1 Primary Typefaces
4.2 Primary Typefaces Continued
4.3 Substitute Fonts
4.4 Substitute Fonts Continued
5. 0 stati onery system
5.1 About Stationery
5.2 Letterhead
5.3 Letterhead: Full Size
5.4 Letterhead with Signature
5.5 Envelope
5.6 Business Card
5.7 Business Card with Signature
5.8 Mailing Label
5.9 News Release Form
5.10 Fax Cover Sheet
5.11 Memo Pads
6. 0 electroni c usage
6.1 Minimum Website Standards
6.2 Web Banner Options
6.3 Web Banner Options Continued
6.4 Web Bar Options
6.5 Minimum Ecommunications Standards
6.6 Ecommunications Continued
6.7 Electronic App Icon Standards
6.8 Mobile Website Standards
6.9 Social Media Recommendations
6.10 PowerPoint Templates
6.11 Video Standards
7. 0 pri nt & merchandi se usage
7.1 Minimum Print Standards
7.2 Back Cover/Panel Recommendations
7.3 Multipage/panel Print Examples
7.4 Multipage/panel Print Examples Continued
7.5 One-Sided Print Examples
7.6 Minimum Merchandise Standards
7.7 Odd-Sized Products and Different Materials
7.8 Exterior Signage
7.9 Vehicle Signage
8. 0 other system elements
8.1 The Rutgers Spirit Mark
8.2 Unacceptable Treatments: Spirit Mark
8.3 Athletic Marks: New Brunswick
8.4 Athletic Marks: Newark
8.5 Unacceptable Treatments: Athletic Marks: Newark
8.6 Athletic Marks: Camden
8.7 Unacceptable Treatments: Athletic Marks: Camden
8.8 The Rutgers University Flag
9. 0 appendi x
9.1 Identity Matrix
9.2 Board of Governors Resolution
9.3 Glossary
Click on entry in Contents to jump to desired page.
Note that throughout this document page cross-references
and web addresses are active links.
I NTRODUCTI ON 1. 0
1.1 Why a Visual Identity System?
1.2 Visual Identity Policy
1.3 Contacts for Advice, Approvals, and Graphics
i ntroducti on 1.1
Research confrms that a clear and consistent identity helps build and maintain
reputation. Regularly used graphic symbols can convey and reinforce the strengths
of an institution.
This is as true for Rutgers as it is for other leading universities. A strong visual
identity can enhance Rutgers ability to recruit outstanding faculty, students, and
staff; to engage alumni; and to attract external support.
To take advantage of this potential, the university developed a visual identity
system that effectively links our campuses, schools, other academic units, and
administrative offces with the name Rutgersa strong asset we all proudly share.
Every member of the university community plays an important role in bringing
this cohesive identity to life and in maintaining its integrity by applying it
consistently throughout all university communications, including in print, display,
and promotional products, and in web, broadcast, and other electronic formats.
Why a Visual Identity System?
i ntroducti on 1. 2
This visual identity manual provides
specifc guidelines and standards
to the Rutgers community for the
implementation of Rutgers visual
identity system in all forms of
university communication.
The guidelines have been developed by the
Department of University Relations with extensive
advice and consultation from faculty, staff, students,
and alumni. The Board of Governors of the
university formally approved the visual identity
system on December 8, 2006 (see the board
resolution on page 9.2), as the next major step in
the development of a comprehensive
communications program for the university.
Since the power of a strong visual identity can only
be realized through consistent application over time,
it is the universitys policy that the offcial logotype,
signatures, and marks as described in these pages
are the only sanctioned marks for use across the
university system.
No other marks or symbols may be used to
represent the university as a whole or any part
thereof.
The full policy can be reviewed at policies.rutgers.
edu/PDF/Section80/80.1.5-current.pdf.
Visual Identity Policy
i ntroducti on 1. 3
Contacts for Advice, Approvals, and Graphics
Faculty and Staff
Offce of Creative Services
Department of University Relations
identity.rutgers.edu
The Offce of Creative Services in the Department
of University Relations is responsible for
maintaining the universitys visual identity system
and is available to respond to inquiries regarding
its use, including:
Requests to create visual identity graphics
Explanation of the contents of this manual
Contact Creative Services at identity@ur.rutgers.edu
with questions regarding the visual identity system.
Offce of Trademark Licensing
ur.rutgers.edu/trademark
The Offce of Trademark Licensing in the
Department of University Relations regulates the
use of the universitys name and identifying marks,
including:
Use of the offcial university seal (as delegated by
the Vice President for University Relations)
Use of university trademarks on merchandise
(includes the university name, logos, inter-
collegiate athletic marks, and spirit mark) by
all units
Use of university trademarks by student groups
Use of university trademarks by nonuniversity
entities
Contact Trademark Licensing at trademark@
ur.rutgers.edu or 848-445-1921 or 1951, with
questions.
Purchasing Stationery Products
University Procurement Services has established
Dupli Envelope & Graphics as the designated
vendor for purchasing stationery products. The
Dupli stationery portal can be accessed through
the RIAS Exchange at rias.rutgers.edu. Contact
Georgene Granholm at granholm@rci.rutgers.edu
or 848-932-4375, ext. 22916, for assistance.
Students and Student Groups
Students wishing to order business cards may
contact Georgene Granholm at granholm@rci.
rutgers.edu or 848-932-4375, ext. 22916.
Individual students are not permitted to use the
universitys marks. Student groups may use the
Rutgers visual identity system provided they follow
the guidelines in this manual used by every other
Rutgers unit. For example, the marks require a
certain amount of space around them, cannot be
altered in any way, and cannot be paired with other
graphic elements.
Use of the visual identity system, including
the Rutgers spirit mark, on commercial goods,
promotional giveaways, and specialty items such
as T-shirts, hats, and mugs is permitted for student
groups with approval, by contacting Trademark
Licensing at trademark@ur.rutgers.edu or
848-445-1921 or 1951.
Alumni and Alumni Groups
Individual alumni are not permitted to use the
universitys marks. Alumni groups may use the
Rutgers visual identity system with the approval
of Trademark Licensing, upon recommendation
by the Department of Alumni Relations. Contact
the director of alumni communications at
rualumni@alumni.rutgers.edu or 848-932-2296,
with questions.
Individuals External to the University
This manual is intended primarily for use by the
Rutgers community. Any individuals, groups, or
companies external to the university wishing
further information regarding the use of Rutgers
marks should contact Trademark Licensing at
trademark@ur.rutgers.edu or 848-445-1921 or 1951.
BASI C ELEMENTS 2. 0
2.1 The Rutgers Logotype
2.2 The Logotype with State University and
University Signatures
2.3 The Logotype with Campus Signature
2.4 The Logotype with Unit Signature
2.5 The Logotype with Unit Signature Continued
2.6 The Offcial University Seal
2.7 The Informal University Seal
2.8 The Logotype with Informal Seal
2.9 Seal: Vertical Option
2.10 Size and Clear Space Requirements for Print
and Merchandise
2.11 Size and Clear Space Requirements for
Electronic Communications
2.12 Unacceptable Uses
basi c elements 2.1
The Rutgers Logotype
The Rutgers logotype appears to the
left. It is the primary element of the
Rutgers visual identity system and
must appear on all offcial Rutgers
communications. It may not be
modifed in any way.
This Rutgers logotype, appearing alone, is the
preferred visual representation for the university.
It is available in different electronic formats
appropriate to your usage needs at identity.rutgers.
edu/downloads.
Two types of secondary elements may be added
to the Rutgers logotype:
1. A typographic element called a signature:
university, campus, or unit name
2. A graphic element: informal university seal
The Rutgers logotype may not be attached to any
typographic or graphic element other than those
described on the following pages.
As a general rule of thumb, it is always preferable
to use the simplest (i.e., highest level) logo
representation that will adequately communicate
your identity as part of Rutgers.
RU_LOGOTYPE
The Rutgers logotype is a custom-designed graphic and may
not be altered in any way. The logotype may be downloaded
at identity.rutgers.edu/downloads.
basi c elements 2. 2
The Logotype with State University
and University Signatures
In situations where the logo needs
to communicate the universitys
name more fully, you may use one
of the two signatures appearing on
this page.
The full name of the universityRutgers,
The State University of New Jerseymust
appear somewhere on all offcial Rutgers
communications. Several ways to satisfy this
requirement include:
1. Using the full name of the university in your
opening text
2. Using the full name of the university in a
displayed address
3. Using the top signature option to the left
4. Using the Rutgers logotype with informal
university seal option (see page 2.8)
5. Using the full name of the universityRutgers,
The State University of New Jerseyin the footer
of your website pages
For usage guidelines regarding the university
name, see the Rutgers Editorial Style Guide at
ur.rutgers.edu/styleguide. To download the state
university and university signatures, go to identity.
rutgers.edu/downloads.
RU_SIG_ST
U N I V E R S I T Y
RU_SIG_U
State University Signature
University Signature
C A M D E N
N E W A R K
N E W B R U N S W I C K
The Logotype with Campus
Signature
Each of Rutgers three regional
campuses has its own campus
signature, designed for use
on campus-specifc communication
materials.
The campus signatures are available in formats
appropriate to your usage needs. To download
a campus signature, go to identity.rutgers.edu/
downloads.
RU_SIG_CM
RU_SIG_NW
RU_SIG_NB
The Logotype with Unit Signature
The name of major units within
Rutgers University, such as colleges,
schools, research centers, and large
administrative offces, may be added
to the Rutgers logotype as a unit
signature. In all cases, the correct
name of the unit must be used.
Major units within the university that contain many
subunits (such as schools or large administrative
divisions) will need to develop and issue guidelines
as to whether their subunits should always use
the larger unit signature or whether all or some
of their subunits may use subunit signatures. As
a general rule, it is preferable for subunits to use
the signature of their largest umbrella unit, but this
needs to be addressed on an individual basis.
For units whose name formally includes the name
of a regional campus (for example, University
CollegeCamden), the campus designation is
preceded by a vertical rule unless the vertical
rule falls at the end of the line, in which case it is
deleted (see the examples at left, second line). In
text, such units will continue to use a closed en
dash preceding the campus identifer in their name,
as illustrated in the previous sentence.
Schools and Colleges
Research Centers and Specialized Units
Major Administrative Offces
The Logotype with Unit Signature
Continued
All units within Rutgers, including
schools and colleges, are prohibited
from creating unit signatures on their
own. All signatures are created by
Creative Services and provided to units.
School and college signatures have been created
and are available at identity.rutgers.edu/downloads.
General guidelines to determine whether your unit
should get a signature are provided on page 2.4. If
you need a unit signature created, you may request
it at identity.rutgers.edu/requestform.php.
The full, correct name of the unit is to be used.
Names do not include symbols. For example @
may not replace at, and & may not replace and.
The unit name width may not exceed an additional
half-width of the Rutgers logotype. If the unit name
requires two lines, it is preferable for the second
line to be shorter. In creating unit signature fles
for users, Creative Services considers exceptions to
these rules when necessary.
All identity graphics are created and provided by
Creative Services. Contact Creative Services at
identity@ur.rutgers.edu with questions regarding
unit signatures.
School or Unit
X-HEIGHT
X-HEIGHT
REFERENCE WIDTH = 3"
School or Unit
School or Unit with
Long Name
X-HEIGHT
X-HEIGHT
REFERENCE WIDTH = 3"
REFERENCE WIDTH = 1. 5" (HALF
OF RUTGERS LOGOTYPE WIDTH)
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The vertical reference line is found by drawing
a vertical rule from the tip of the U, as shown
in the inset at left.
BASELINE
BASELINE
BASELINE
BASELINE
Starting with a digital Rutgers logotype template (RU_LOGOTYPE) at the standard
reference size of 3 inches in width, the unit name typography is Formata BQ Light
20 pt. type on 21.5 pt. leading with +50 tracking.
The x-height measurement establishes the distance
of the unit name baseline to the Rutgers baseline.
The Offcial University Seal
This is the offcial university seal. It
has very limited use, primarily on
offcial university documents, such
as contracts, deeds, and academic
diplomas.
All such uses require the prior approval of
Trademark Licensing at trademark@ur.rutgers.edu
or 848-445-1921 or 1951, as delegated by the Vice
President for University Relations.
The offcial university seal is a stand-alone mark
of the university, which may not be combined with
the Rutgers logotype.
The Informal University Seal
This simplifed or informal university
seal has been specifcally created for
use in conjunction with the Rutgers
logotype when an additional graphic
element is desired.
Options for its use with the Rutgers logotype are
presented in the following pages.
The informal seal may not be used in place of
the Rutgers logotype. However, it may appear
separately as a decorative or design element. The
cover of this manual is an example of such a use,
as is the convocation program cover to the left.
Note: Do not rotate the seal. The 1766 appears at
the top.
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College of Arts and Sciences
University College
HONORS CONVOCATION
May 8, 2007
Gordon Theater
Faculty of Arts and SciencesCamden
camden.rutgers.edu/RUCAM
I NFORMAL SEAL USED
AS A DESI GN ELEMENT
Informal Seal
Informal Seal: reverse white
The reverse seal is a custom graphic for use when a white seal is
needed. See page 3.7 for additional color samples.
The Logotype with Informal Seal
The informal seal may be added as
a secondary element to the Rutgers
logotype when a graphic is desired
to give your presentation more visual
interest. It is also an alternative way to
provide the full, correct name of the
university.
The preferred display of the informal seal is shown
in the examples to the left. (See page 2.9 for
vertical option.)
The informal seal may also be used with the
university signature (near left example) and with
any of the three regional campus signatures
(bottom example). It may not be used with
the state university signature that includes the
universitys full name, as this would be redundant.
The informal seal cannot be used with unit
signatures.
Do not attempt to recreate any of the marks that
are displayed on this page. All of these marks have
been created and are available for download at
identity.rutgers.edu/downloads.
BLUE SQUARE
REPRESENTS X-HEIGHT
The relative proportion of the two elementsseal and logotypeas shown above may not be altered.
The informal seal should be 250% of the x-height in diameter and centered on the middle horizontal
arm of the E as shown in the example. The x-height measurement is also used to determine the
space between the seal and the logotype, measuring from the ruled circle in the seal to the vertical
stem of the R.
Horizontal Position Specifcations
RU_SIG_HZ
Logotype with Seal
U N I V E R S I T Y
RU_SIG_HZ_U
University Signature with Seal
RU_SIG_HZ_NB
Campus Signature with Seal
Seal: Vertical Option
This option should only be used
when the larger design layout calls for
a centered presentation.
Do not attempt to recreate any of the marks that
are displayed on this page. All of these marks have
been created and are available for download at
RU_SIG_VT
The relative proportion of the two elementsseal and logotypeas shown
above may not be altered.
The informal seal should be 250% of the x-height in diameter and centered
visually over Rutgers as shown. The x-height measurement is also used to
determine the space between the seal and the logotype, measuring from the
ruled circle in the seal to the top of the G.
BLUE SQUARES
REPRESENT X-HEIGHT
Centered Position Specifcations
Logotype with SealVertical
C A M D E N
RU_SIG_VT_CM
Campus Signature with SealVertical
U N I V E R S I T Y
RU_SIG_VT_U
University Signature with SealVertical
basi c elements 2.10
LOGOTYPE MINIMUM
WIDTH = 1
Size and Clear Space Requirements
for Print and Merchandise
The Rutgers logotype and signatures
should be produced at a reasonable
size to maintain legibility. Minimum
standards are described below and
pictured to the left.
In print uses, the Rutgers logotype must never
be smaller than 1 inch wide. The logotype with
signature should never be smaller than 1.25 inches
wide. On merchandise, there is no minimum size
requirement, but the type needs to remain legible.
For both print and merchandise, there should be a
minimum clear space around the logotype equal
to the cap R height. The light blue area in the
diagrams to the left indicates the amount of space
that must be maintained between the logotype and
any other element, including the edge of a page.
The clear space requirement is intended to prevent
the Rutgers logotype from being crowded by other
typographic or graphic elements. In some very
large or very small formats, it is possible that the
clear space requirement may need to be modifed.
Questions regarding possible exceptions should be
directed to identity@ur.rutgers.edu.
For further guidelines on print and merchandise
usage, see chapter 7.
LOGOTYPE WITH SIGNATURE AND
SEAL MINIMUM WIDTH = 1.25
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C A M D E N
School of Public Affairs
and Administration
BLUE
SQUARE IS
THE CAP
R HEIGHT
Minimum Clear Space
Minimum Widths
Size and Clear Space Requirements
for Electronic Communications
should be placed on webpages and
ecommunications at a reasonable
size to maintain legibility. Minimum
standards are described below and
pictured to the left.
For electronic uses, the minimum size of the
Rutgers logotype is 120 pixels wide, with a
20-pixels-wide border of clear space around the
logotype. The minimum size of the logotype with
signature is 150 pixels wide, with a 28-pixels-wide
border of clear space around the logotype with
signature.
For further guidelines on electronic usage, see
chapter 6.
Unfortunately, using the informal seal as a web
graphic diminishes its resolution to such an
extent that the details of the seal appear fuzzy.
Therefore, it is not recommended that you use the
informal seal as a stand-alone web graphic. The
best way to use the informal seal on the web is
as a background element or watermark in a web
banner. See examples in chapter 6.
WIDTH = 175 PIXELS
WIDTH =
33 PIXELS
WIDTH = 150 PIXELS
WIDTH =
28 PIXELS
WIDTH =
33 PIXELS
WIDTH =
28 PIXELS
WIDTH = 175 PIXELS
WIDTH = 150 PIXELS
Minimum Clear Space
Minimum Widths
LOGOTYPE MINIMUM
WIDTH + 120 PIXELS
LOGOTYPE WITH SIGNATURE
MINIMUM WIDTH + 150 PIXELS
MINIMUM WIDTH = 120 PIXELS MINIMUM WIDTH = 150 PIXELS
MINIMUM WIDTH = 1.25 MINIMUM WIDTH = 1
WIDTH = 120 PIXELS
WIDTH = 20 PIXELS
WIDTH = 150 PIXELS
WIDTH = 28 PIXELS
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WIDTH = 120 PIXELS
WIDTH =
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WIDTH = 120 PIXELS
WIDTH = 20 PIXELS
WIDTH = 150 PIXELS
WIDTH = 28 PIXELS
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Unacceptable Uses
It is extremely important for brand success that
the Rutgers logotype and signatures be displayed
correctly. This includes always using the correct
typefaces and the correct relative positioning and
size of all elements.
The examples on this and the following pages
illustrate unacceptable displays.
For acceptable applications of the Rutgers logotype
and its optional signatures (i.e., in publications, on
websites, or on merchandise, etc.), see the usage
matrix on page 9.1.
1. Do not distort any portion of the logotype/
signature.
2. Do not crop any portion of the logotype/
signature.
3. Do not tilt the logotype/signature.
4. Do not rotate the logotype/signature. (An
obvious exception to this guideline would be
a vertical street pole banner with Rutgers
appearing as the primary element in a vertical
position by necessity.)
5. Do not rearrange components in the signature.
6. Do not alter the alignment of any component
of the signature.
N E W A R K
School of Law | Newark
1 2
3 4
5 6
Unacceptable Uses Continued
7. Do not alter the relative size of the logotype
and the unit signature.
8. Do not alter the typeface of the Rutgers
logotype.
9. Do not alter the typeface of the signature.
10. Do not alter the type style (e.g., from all caps to
cap/lowercase) of the signature.
11. Do not add a drop shadow to any part of the
signature.
12. Do not combine the offcial university seal with
the logotype.
13. Do not alter the relative size of the logotype
and informal seal.
14. Do not combine the informal seal with a unit
signature. It may only be used with the Rutgers
logotype alone, with the university signature, or
with a campus signature.
School of Environmental
and Biological Sciences
7
University College | Newark
9 10
University
12
14
8
RUTGERS
13
11
School of Social Work
U N I V E R S I T Y
Unacceptable Uses Continued
15-18. Do not stack multiple signatures, such as
placing a:
15. University signature with a unit name
16. Campus signature with a unit name
17. Unit signature with a department name
18. Unit signature with a subunit name
19. Do not separate the R from the Rutgers
logotype and use it as a freestanding graphic
or mark.
20. Do not violate the minimum clear space
requirements (see pages 2.10-2.11) by attaching
type or graphics to the logotype.
21. Do not make the Rutgers logotype any color
other than red, black, or white.
22. Do not add an outline to the logotype.
15 16
18 17
School of Arts and Sciences
Camden College of
Arts and Sciences
Department of English
Office of Information
Technology
Newark Computing Services
19 20
21 22
3.1 Primary Color Palette
3.2 Supplementary Color Palette
3.3 Three- Color Reproduction
3.4 Two- Color Reproduction
3.5 One- Color Reproduction
3.6 One- Color Reproduction Continued
3.7 Unacceptable Color Treatments: Logotype
3.8 Unacceptable Color Treatments: Signature
COLOR 3. 0
color 3.1
pri nt
Pantone
Matching System
pantone
186
pantone
cool gray 9
black
pri nt
Four-Color Process
c0 m100 y81 k4
tint of black: k60
black: k100
electroni c
Web/ Video Usage
r210 g16 b52
html# d21034
r132 g133 b137
html# 848589
r0 g0 b0
html# 000000
Primary Color Palette
The primary colors for the Rutgers
visual identity system are Pantone

186, Pantone
Cool Gray 9, and

black. Equivalent color formulas for
four-color printing and digital media
are provided to the left.
The preferred color treatment for the Rutgers
logotype and signature is shown below.
RU_SIG_ST
The preferred color for the Rutgers logotype is always (Pantone
186).
It can also appear in black or white.
The preferred color for the signature is always (Pantone
Cool Gray 9).

It can also appear in red, black, or white.
color 3. 2
pantone
186 pantone

cool gray 9
Supplementary Color Palette
A supplementary set of colors has
been selected to complement the
primary color palette. The colors
shown in this supplementary palette
are recommended for general use,
but the user is not limited to only
these colors.
pantone
7501
m4 y20 k6
html# dfd2b3
pantone
5473
c82 y28 k52
html# 00626d
pantone
175
m65 y100 k60
html# 703221
pantone
7535
m3 y15 k20
html# c1bbab
pantone
383
c20 y100 k19
html# 9ea900
pantone
7406
m18 y100
html# ebb600
pantone
152
m51 y100 k1
html# e76f00
pantone
314
c100 y9 k30
html# 007fac
bri ght palet te muted palet te
pri mary palet te
black
color 3. 3
Three-Color Reproduction
are available in various combinations
of the primary color palette for
applications utilizing different printing
methods. For the primary color
palette, see page 3.1. When using the
three-color variations, do not place
the logotype (i.e., Rutgers) in any
other color except white, red, or black.
1. Three-color version on white:
Pantone
186, Pantone
Cool Gray 9, and black.

2. Three-color version reversed out of black:
Pantone
186, Pantone
Cool Gray 9, and black.

The reverse seal may be requested at identity.
rutgers.edu/requestform.php.
U N I V E R S I T Y
1
2
Black box represents a dark background. It is not part of the logo.
U N I V E R S I T Y
color 3. 4
Two-Color Reproduction
Displayed on this page are examples
of acceptable two-color presentations
of the logotype and signature.
1. Pantone
186 and black (Black is screened

back to 60% to represent Pantone
Cool Gray 9.)

2. Same color break on a cream paper stock
3. Pantone
186 and Pantone
Cool Gray 9
4. Pantone
186 on a black background with

two-color seal
5. Black on a Pantone
Cool Gray 9 background

6. Black on a Pantone
186 background
7. Black on a photographic background (The photo
behind the logo must be neutral enough for the
logo to be legible.)
8. Black on a mid-toned background that is not in
the primary color palette (The background must
be light enough for black to be legible and dark
enough for white to be legible.)
U N I V E R S I T Y
1
U N I V E R S I T Y
6
U N I V E R S I T Y
4
U N I V E R S I T Y
5
U N I V E R S I T Y
7
U N I V E R S I T Y
2
U N I V E R S I T Y
8
Boxes represent colored backgrounds. They are not part of the logo.
U N I V E R S I T Y
3
Red and black on a white or light background
Reversed with black on mid-toned backgrounds
Red and gray on a white background Reversed with red on a black background
color 3. 5
U N I V E R S I T Y U N I V E R S I T Y
U N I V E R S I T Y
One-Color Reproduction
When only one color is available for
printing, the Rutgers logotype and
signature may only be reproduced in
red, black, or white, as shown in the
examples on this page.
1. Black on a white background
2. Pantone
186 on a white background

3. White on a black background
4. White on a Pantone
186 background
5. White on a Pantone
Cool Gray 9 background

6. White on a background that is not in the primary
color palette
The reverse seal is a custom graphic for use when
a white seal is needed. It may be requested at
identity.rutgers.edu/requestform.php.
2
4 3
U N I V E R S I T Y
5
Reversed out to white
Red on a white background
U N I V E R S I T Y
1
Black on a white background
U N I V E R S I T Y
6
Boxes represent colored backgrounds. They are not part of the logo.
color 3. 6
2 1
4 3
One-Color Reproduction Continued
1. Gray on a black background
2. Light gray on a dark gray background
3. Dark red on a simulated Pantone
186
background
4. Tone-on-tone treatment in any color
color 3. 7
Unacceptable Color Treatments:
Logotype
The preferred color for the Rutgers logotype
is always Pantone
186. See page 3.1 for the

equivalent color formulas for four-color process
printing, and for web and video usage. Black
and white are the only other acceptable color
treatments.
1-2. Do not use other colors, including Pantone

Cool Gray 9 or those in the supplementary
color palette.
3. Do not apply a gradient to the logotype.
4. Do not apply a tint to the logotype.
1 2
3 4
color 3. 8
University College | Camden School of Environmental
Unacceptable Color Treatments:
Signature
The preferred color for the signature is always
Pantone
Cool Gray 9. Red, black, and white are

the only other acceptable color treatments.
1. Do not switch the primary palette colors around
among the components of the signature.
2-3. Do not substitute other colors, including those
in the supplementary color palette, except
black.
4-5. Do not apply a tint to any component of the
signature.
University College | Camden
1
2
3 4
5
T YPOGRAPHY 4. 0
4.1 Primary Typefaces
4.2 Primary Typefaces Continued
4.3 Substitute Fonts
4.4 Substitute Fonts Continued
t ypography 4.1
Primary Typefaces
The ITC Giovanni and Formata BQ
font families have been chosen as
the primary typefaces for Rutgers
University communications.
The two typefaces allow for fexibility and creative
expression in text and display. The font families
displayed on this and the following page have been
purchased by Creative Services for use by Rutgers
employees and are available upon request at
identity.rutgers.edu/requestform.php.
You do not need these typefaces installed on your
computer in order to use the Rutgers logotype
and signatures. These will be provided in a variety
of ready-to-place graphic fle formats. However,
you do need the Formata font installed on your
computer if you wish to download and use
the Formata desktop letterhead or PowerPoint
templates at identity.rutgers.edu/downloads.
Note: These two fonts have acceptable alternatives
that are more widely available. ITC Giovanni may
be replaced by Palatino, and Formata BQ may be
replaced by Arial. Arial desktop letterhead and
PowerPoint templates are also available at the
above link. See pages 4.3-4.4.
ITC Giovanni (Serif)
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Book Italic
Bold
Bold Italic
Formata BQ (Sans Serif)
Light
Light Italic
t ypography 4. 2
Primary Typefaces Continued
Sources
Should you want to purchase these typefaces
independently, they are available for both Windows
and Macintosh platforms and may be purchased
fromamong othersthe following sources:
ITC Giovanni:
International Typeface Corporation
itcfonts.com
Formata BQ:
Berthold Typefoundry
bertholdtypes.com
Formata BQ Continued
Regular
Regular Italic
Medium
Medium Italic
Bold
Bold Italic
t ypography 4. 3
Substitute Fonts
Palatino is an acceptable substitute
when the ITC Giovanni typeface is not
available.
Palatino is a classic and highly readable serif
typeface that is provided prepackaged on virtually
all word processing systems, making it a logical
choice for informal communications internal to the
university.
Palatino (Serif)
Regular
Regular Italic
Bold
Bold Italic
t ypography 4. 4
Substitute Fonts Continued
Arial is an acceptable substitute
for Formata BQ for use in desktop
letterhead templates and PowerPoint
templates. It is the preferred font for
websites.
Like Palatino, Arial is provided prepackaged on
most word processing systems.
Arial (Sans Serif)
Regular
Italic
Bold
Bold Italic
STATI ONERY SYSTEM 5. 0
5.1 About Stationery
5.2 Letterhead
5.3 Letterhead: Full Size
5.4 Letterhead with Signature
5.5 Envelope
5.6 Business Card
5.7 Business Card with Signature
5.8 Mailing Label
5.9 News Release Form
5.10 Fax Cover Sheet
5.11 Memo Pads
stati onery system 5.1
About Stationery
The stationery standards provided in
the following pages are an essential
part of the Rutgers visual identity
system and are to be used by all units
within the university.
University Procurement Services has contracted
with Dupli Envelope & Graphics to be the
universitys preferred vendor for stationery
products. The stationery products shown in this
chapter can be ordered electronically through the
RIAS Exchange website. If you do not have access
to this site, you will need to contact your business
manager for assistance. For products not offered
on the Dupli site, or for additional help, contact
Georgene Granholm at granholm@rci.rutgers.edu
or 848-932-4375, ext. 22916. RIAS users can go to
purchasing.rutgers.edu/locked/stationery.html for
general information.
Students and student groups may also contact
Georgene Granholm for assistance.
Desktop letterhead can be downloaded at identity.
stati onery system 5. 2
Letterhead
Rutgers logotype: Pantone
186
Address block text:
Formata BQ Light 7.5/11 pt.
Tracked +25
Black
Size: 8.5" x 11"
See next page for actual size and structure.
A desktop version of the letterhead is available at
Not actual size
RU_LH_stand1.indd
Left margin: 1.25"
Top margin: 2"
Department/Division
School/Unit Name
Rutgers, The State University of New Jersey
Street Address
City, NJ 00000-0000
webaddress.edu
ename@domain.rutgers.edu
p. 000-000-0000 x 0000
f. 000-000-0000
Month 00, 0000
Ms. Jane A. Doe
Organization
Street Address
City, ST 00000-0000
Dear Ms. Doe:
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit,
quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpa-
tie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput
dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, ve-
niam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num
deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, volo-
borem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt
lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem
alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure
tie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut lore conulput
deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat,
voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem
dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er
autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure. Magna at aut lore
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis
diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Sincerely,
John L. Doe
Letterhead: Full Size
The following are guidelines for the order and
placement of information within the address block
areas of the letterhead:
Line 1: Complete, correct name of department or
division
Left margin: 1.25"
Text aligns flush left with the vertical
reference line described on page 2.5.
Top margin: 2"
Building name and room number, if desired, should
be inserted between lines 1 and 2.
Line 2: Complete, correct name of school or unit
Line 3: This line should not change. It should read:
Rutgers, The State University of New Jersey.
Line 4: Street address
Line 5: City, State, and Zip
address li ne i nfor-
mati on should not
exceed si x li nes.
Department/Division
School/Unit Name
Street Address
City, NJ 00000-0000
webaddress.edu
p. 000-000-0000 x 0000
f. 000-000-0000
Month 00, 0000
Ms. Jane A. Doe
Organization
Street Address
City, ST 00000-0000
Dear Ms. Doe:
Sincerely,
John L. Doe
M
A
X
I
M
U
M

W
I
D
T
H

O
F

S
I
G
N
A
T
U
R
E
Letterhead with Signature
Rutgers logotype with signature:
186
Signature: Pantone
Cool Gray 9
Address block text:
Tracked +25
Black
Size: 8.5" x 11"
A desktop version of the letterhead that allows you
to insert your unit signature is available at identity.
Not actual size
RU_LH_unit1.indd
Left margin: 1.25"
Top margin: 2"
Department/Division
School/Unit Name
Street Addres
City, NJ 00000-0000
School or Unit Name
webaddress.edu
p. 000-000-0000 x 0000
f. 000-000-0000
Month 00, 0000
Ms. Jane A. Doe
Organization
Street Address
City, NJ 00000-0000
Dear Ms. Doe:
Sincerely,
John L. Doe
Envelope
186 or Black
Signature: Black
Address block text:
Tracked +25
Black
Size: #10 envelope
9.5" x 4.125"
The layout shown below is used for all envelopes
large enough to adhere to these specifications.
Additional envelope options are available through
the Dupli website or by contacting Georgene
Granholm at granholm@rci.rutgers.edu or
848-932-4375, ext. 22916.
Not actual size
RU_ENV_ten_unit1.indd
School or Unit Name
Department/Division
School Name
Street Address
City, NJ 12345-6789
Left margin: 2.4375"
Business Card
186
Address block text:
Name: Formata BQ Regular 8/9 pt., tracked +10
Text: Formata BQ Light 6.5/9 pt., tracked +40
+4 pt. leading between sections
Black
Size: 3.5" x 2"
Additional business card options are available by
contacting Georgene Granholm at granholm@rci.
RU_BC_stand1.indd
Employee Name
Title
Department
Street Address
City, NJ 00000-0000
p. 000-000-0000 x 0000 c. 000-000-0000 f. 000-000-0000
Business Card with Signature
Rutgers logotype with signature:
186
Signature: Pantone
Cool Gray 9
Name: Formata BQ Regular 8/9 pt., tracked +10
Text: Formata BQ Light 6.5/9 pt., tracked +40
+4 pt. leading between sections
Black
Size: 3.5" x 2"
Additional business card options are available by
contacting Georgene Granholm at granholm@rci.
RU_BC_unit1.indd
RU_BC_unit2.indd
Employee Name
Title
Department
Street Address
City, NJ 00000-0000
p. 000-000-0000 x 0000 c. 000-000-0000 f. 000-000-0000
School or Unit Name
Employee Name
Title
Department
Street Address
City, NJ 00000-0000
p. 000-000-0000 x 0000 c. 000-000-0000 f. 000-000-0000
School or Unit with
Long Name
Mailing Label
Rutgers logotype: Black
Address block text:
Tracked +25
Black
Size: 6" x 4"
RU_ML_stand1.indd
Department/Division
School/Unit Name
Street Address
City, NJ 00000-0000
News Release Form
The news release form to the left is intended as
a generic template. The specifc wording of the
headlineNEWS RELEASEmay vary depending on
the intended communication. For example, it might
alternatively read MEDIA ADVISORY.
Rutgers logotype: Black or Pantone
186
Signature: Black or Pantone
Cool Gray 9
Contact Name:
Arial Bold 8.5/11.5 pt.
Tracked +10
Black
Address block text:
Arial Regular 8/11.5 pt.
Tracked +25
Black
Size: 8.5" x 11"
A desktop version of the news release form can be
requested by contacting identity@ur.rutgers.edu.
Note: The address block text is slightly enlarged
compared to the text in the regular letterhead.
Not actual size
Left margin: 1.25"
Top margin: 2.5"

Office of Media Relations
101 Somerset Street
New Brunswick, NJ 08901-1281
Cont act Name
ename@ur.rutgers.edu
ur.rutgers.edu/medrel
p. 000-000-0000 x 0000
c. 000-000-0000
f. 000-000-0000
NEWS RELEASE
FOR IMMEDIATE RELEASE
LOREM IPSUM UD ET LUPTAT, QUATE NUM DELIQUAT.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum

[Style: Content Body] Lorem ipsum ud et luptat, quate enibh ea facing ex et num
autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe
rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex
et num borem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
pratem dunt borem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am
nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in
exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt
volorerit, tie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut
lore conulput do conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at
aut lore conulput do lor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit,
volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do
exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
pratem deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do
exerat, conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem
iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
nonsent pratem dunt alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt
volorerit, tie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre. Magna at aut
lore con.
nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut vel in
exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure
et num borem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent.
Fax Cover Sheet
Rutgers logotype: Black
Address block text:
Arial Regular 7.5 pt.
Black
Size: 8.5" x 11"
This fax sheet may be requested at identity.rutgers.
edu/requestform.php.
Not actual size
RU_FAX_Arial.doc
Left margin: 1.25"
Top margin: 2.5"

Department/Division
School/Unit Name
Street Address
City, NJ 00000-0000
webaddress.edu

p. 000-000-0000 x 0000
f. 000-000-0000

FAX SHEET

DATE

TO

FAX NUMBER

FROM

TOTAL NUMBER OF PAGES

RE

Memo Pads
Colors:
186
Signature: Black
Text: Black
Line one: Formata BQ Light Small Caps 6.5 pt.
Line two: Formata BQ Regular 8 pt.
Line three: Formata BQ Light 6.5 pt.
Size: 5.5" x 8.5"
Optional Address:
Not actual size
RU_MEMO_stand1.indd
F r o m t h e d e s k o F
John doe, degree
Title, Department (optional)
Optional:
Department/Division
School/Unit Name
Street Address
City, NJ 00000-0000
p. 000-000-0000 x 0000 c. 000-000-0000 f. 000-000-0000
ELECTRONIC USAGE 6. 0
6.1 Minimum Website Standards
6.2 Web Banner Options
6.3 Web Banner Options Continued
6.4 Web Bar Options
6.5 Minimum Ecommunications Standards
6.6 Ecommunications Continued
6.7 Electronic App Icon Standards
6.8 Mobile Website Standards
6.9 Social Media Recommendations
6.10 PowerPoint Templates
6.11 Video Standards
electroni c usage 6.1
Minimum Website Standards
The Rutgers logotype must appear,
with or without a signature, in the top
left corner on all Rutgers webpages.
In addition, the full name of the
university must appear somewhere
on every Rutgers webpage.
Logotype Placement: The Rutgers logotype must
appear in the top left corner of the live content area
on every webpage.
Logotype Size and Clear Space: The minimum
size of the Rutgers logotype is 120 pixels wide,
with a recommended 20-pixels-wide border of
clear space. The minimum size of the logotype with
signature is 150 pixels wide, with a recommended
28-pixels-wide border of clear space. When the
logotype is positioned in a horizontal banner (as
shown to the left), the clear space above or below
may need to be modifed.
Logotype Color: The Rutgers logotype may only
appear in white, black, or red. See the electronic
color specifcations on page 3.1.
Full University Name: The easiest way to fulfll this
requirement is to place the universitys full name
Rutgers, The State University of New Jerseyin the
footer of every webpage. See the sample to the left.
Note: Blogs and wikis are considered to be websites
and need to conform to these minimum standards.
WIDTH = 175 PIXELS
WIDTH =
33 PIXELS
WIDTH = 150 PIXELS
WIDTH =
28 PIXELS
WIDTH =
33 PIXELS
WIDTH =
28 PIXELS
WIDTH = 175 PIXELS
WIDTH = 150 PIXELS
WIDTH = 120 PIXELS
WIDTH = 20 PIXELS
WIDTH = 150 PIXELS
WIDTH = 28 PIXELS
S
A
M
P
L
E

O
N
L
Y
S
A
M
P
L
E

O
N
L
Y
S
A
M
P
L
E
O
N
L
Y
WIDTH = 120 PIXELS
WIDTH =
20 PIXELS
S
A
M
P
L
E

O
N
L
Y
Minimum Size and Clear Space
Requirements
Rutgers Homepage
Webpage Footer Sample
electroni c usage 6. 2
Web Banner Options
Predesigned banner options are
available to Rutgers units in order to
apply the minimum identity standards
easily. While not mandatory, their
use contributes to a cohesive visual
appearance for the university as a
whole. They include the Rutgers
logotype, with or without a signature,
and an informal seal watermark in
the background.
The universitywide unit banners should be used
on sites whose operations are or content is
universitywide. The campuswide unit banners
should be used on sites whose operations are
or content is specifc to one of the three regional
campuses. See the samples to the left.
The generic banners can be downloaded at
identity.rutgers.edu/downloads. The banners with
the unit name require customization and can be
requested at identity.rutgers.edu/requestform.php.
Additional design and color treatments, such as
those shown on the following page for schools, are
available by contacting identity@ur.rutgers.edu.
All banners provided by Creative Services, whether
generic or customized, should not be altered in
any way unless approved by Creative Services at
identity@ur.rutgers.edu.
Universitywide Unit Sample 1 (Generic)
Campuswide Unit Sample 2 (Customized)
Campuswide Unit Sample 1 (Generic)
Universitywide Unit Sample 2 (Customized)
School/College Sample 1 (Customized)
Web Banner Options Continued
Several acceptable design samples for
school/college banners are shown to
the left.
These banners require customization and can be
requested at identity.rutgers.edu/requestform.
php. Additional design and color treatments are
available by contacting identity@ur.rutgers.edu.
All banners provided by Creative Services, whether
generic or customized, should not be altered in
any way unless approved by Creative Services at
Note: The navigation bars shown in the samples to
the left are exemplary only and are not provided as
part of the banner.
Web Bar Options
The web bar includes the Rutgers
logotype and an informal seal
watermark in the background, and
is available in three colors: red, gray,
and black.
Apply the thin bar to an existing website for a
research center, institute, department, subunit of a
larger department, or offce. It is an easy solution to
applying the visual identity to a website. Just place
it above the existing website content.
The web bars can be downloaded at identity.
rutgers.edu/downloads. These web bars may not
be resized or altered in any way unless approved by
Creative Services at identity@ur.rutgers.edu. If you
need a bar that is customized in size or content, go
to identity.rutgers.edu/requestform.php.
Web Bars options (Generic)
Web Bar Example
Minimum Ecommunications
Standards
Ecommunications include designed
emails, such as enewsletters
or broadcast emails, which are
sometimes referred to as eblasts.
Enewsletters: These must follow the same
minimum identity requirements as websites. The
Rutgers logotype must appear, with or without a
signature, in the top left corner of the enewsletter.
In addition, the full name of the university must
appear somewhere in the enewsletter. Placing
the full name of the universityRutgers, The State
University of New Jerseyin the footer can fulfll
this second requirement. See samples to the left.
Enewsletter Example 1
Enewsletter Example 2
Enewsletter Footer Example
Ecommunications Continued
Broadcast Emails or Eblasts: These one-time,
designed emails that are sent to a bulk email
list may be a save the date, an invitation, or an
event announcement. At a minimum, a broadcast
email must include the Rutgers logotype, with
or without a signature, and the full name of the
universityRutgers, The State University of New
Jerseysomewhere in the designed space. See the
samples on this page.
Broadcast Email Save the Date Example Broadcast Email Event Announcement Example
Electronic App Icon Standards
A coordinated design for offcial
Rutgers electronic app icons has
been developed. See the examples
to the left.
Schools and units within Rutgers are encouraged to
use the school/unit design, which reserves the top
half of the icon for the Rutgers logotype and leaves
the lower half for an illustration or typographic
treatment of the schools or units choice.
For help developing a school/unit app icon, contact
Creative Services at identity@ur.rutgers.edu.
Universitywide App
Campus Apps
School/Unit Examples
Athletic Apps
Alumni App
Mobile Website Standards
Offcial Rutgers mobile websites must
use the Rutgers logotype in the top
left corner of the screen and include
the full name of the university in the
copyright line.
Unit Name Here
2011, Rutgers, The State University of New Jersey
Full Site More Parking
Lots
Dining Hall
Menus
NextBus News
Events Maps
RUinfo
Athletics
News
Search
Rutgers
About
Rutgers
?
Unit Name Here
NextBus
News
Events
Maps
Athletics News
Search Rutgers
About Rutgers
?
Dining Hall Menus
Identity Standard for Mobile Web
July 27, 2011
Icon Design Option List Design Option
Icon Design Option List Design Option
Social Media Recommendations
Units within Rutgers are not required
to use the Rutgers Visual Identity
graphics on their social media pages.
However, if they are used, the use
must conform to the standards in this
manual.
Note: The informal university seal is reserved for
use only on the offcial universitywide Facebook
and Twitter pages.
Creative Services can help you develop your social
media page. Contact identity@ur.rutgers.edu.
The offcial Rutgers page on Facebook.
The offcial Rutgers page on Twitter.
PowerPoint Templates
A predesigned title slide template
and banner system for additional
PowerPoint slides provide consistent
branding across university PowerPoint
presentations.
The PowerPoint templates can be downloaded
at identity.rutgers.edu/downloads. Help in
customizing the templates can be requested at
Title Lorem Ipsum
Dolor ute Insequat
Month 00, 0000
Estie mod magna faccum zzrilit velendit
Velendio conse conulla aut am
Duis dolutpat prat del dio consequi er sequamet vel iniam ipisim
velesto dolorpe riustie et niam dit utem
Diametum accummy nonsecte con ea feu feuipit aliquat
Unit Name Page #
Optional Presentation Title
PowerPoint Title Slide Template
PowerPoint Banner Template
Video Standards
The Rutgers logotype, with or without
a signature, must appear prominently
at or near the opening or closing of a
Rutgers video. The full name of the
university must appear visually or in
the audio track somewhere in the
course of the video.
Using the state university signature with the
Rutgers logotype, as shown in the examples to the
left, can fulfll this second requirement.
Closing video credit for a Rutgers Today video.
Closing video credit for a Rutgers television spot.
PRINT & MERCHANDISE USAGE 7. 0
7.1 Minimum Print Standards
7.2 Back Cover/Panel Recommendations
Continued
7.5 One-Sided Print Examples
7.6 Minimum Merchandise Standards
7.7 Odd-Sized Products and Different
Materials
7.8 Exterior Signage
7.9 Vehicle Signage
print & merchandise usage 7.1
Minimum Print Standards
The Rutgers logotype must appear,
with or without a signature, on the
front of all printed communications.
In addition, the full name of the
university must appear somewhere on
the printed piece.
Logotype Placement: The preferred placement is
in the upper left corner on the front cover/panel,
as shown in the example to the right. However,
placement anywhere on the front cover/panel that
is appropriate to the design is acceptable.
Logotype Size and Clear Space: The minimum
size of the Rutgers logotype is 1 inch wide. The
minimum size of the logotype, with signature, is
1.25 inches wide. There should be a minimum clear
space around the logotype equal to the cap R
height. See the diagram to the left.
Logotype Color: The Rutgers logotype may only
appear in red, white, or black. The preferred
color for a signature is gray. See the print color
specifcations on page 3.1 and color treatment
examples throughout chapter 3.
Full University Name: At a minimum, the
universitys full nameRutgers, The State University
of New Jerseyshould appear in the address block
on the back of the printed piece. For other options
for including the full name, see page 2.2.
Text or graphic element
E
L
E
M
E
N
T
S

M
A
Y

B
E

A
L
I
G
N
E
D

F
L
U
S
H

L
E
F
T

W
I
T
H

U
N
I
T

N
A
M
E
BLUE
SQUARE
IS THE
CAP R
HEIGHT
SQUARES REPRESENT MINIMUM SPACE REQUIREMENTS. THESE DIMENSIONS
MAY BE INCREASED AS SUITS THE DESIGN OF EACH INDIVIDUAL APPLICATION.
Top of page
Preferred front cover placement showing minimum required size and clear space.
print & merchandise usage 7. 2
Back Cover/Panel
Recommendations
The Rutgers logotype, with or without
a signature, as well as the unit
address, should appear on the back
of multipage publications.
Two recommended layouts are shown to the left.
The cap R height should be used to establish
the minimum distance between the logotype and
surrounding elements as shown. Spaces shown are
minimums. Margins may be increased as suits the
design of each individual application.
Biotechnology Center for Agriculture and the Environment
Foran Hall
59 Dudley Road
732-932-8165
E
L
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B
E

A
L
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G
N
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D

F
L
U
S
H

L
E
F
T

W
I
T
H

U
N
I
T

N
A
M
E
Option 2
BLUE
SQUARE
IS THE
CAP R
HEIGHT
SQUARES REPRESENT MINIMUM SPACE REQUIREMENTS. THESE DIMENSIONS MAY
BE INCREASED AS SUITS THE DESIGN OF EACH INDIVIDUAL APPLICATION.
E
L
E
M
E
N
T
S

M
A
Y

B
E

A
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D

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S
H

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F
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Biotechnology Center for Agriculture and the Environment
Foran Hall
59 Dudley Road
732-932-8165
Option 1 SQUARES REPRESENT MINIMUM SPACE REQUIREMENTS. THESE DIMENSIONS MAY
BE INCREASED AS SUITS THE DESIGN OF EACH INDIVIDUAL APPLICATION.
Back cover placement options, showing minimum required size and clear space.
Multipage/panel Print Examples
Newsletter
Front Page
Front Cover
Back Page
Back Cover
Brochure
24
All CAIT publications are printed on paper with a minimum
recycled content of 30 percent post-consumer waste.
NONPROFlT ORG
US POSTAGE
7(0+
NEWBRUNSWlCK
08901
PERMlT #157
Rutgers, The State University of NewJersey
100 Brett Road
Piscataway, NJ 08854-8058
cait.rutgers.edu
Cert no. SW-COC-2082
F
P
O
1
transportation today
p18
Improving trafc and
pedestrian safety
in NewJerseys
biggest city
p11
Rutgers asphalt lab
earns AASHTO materials
testing seal of approval
The IBS initiative is bringing together experts
and researchers from around the globe to share
technologies, methods, and best practices in
order to better understand the complex forces
that make bridges age and deteriorateand
how to deal with them.
People and businesses everywhere depend
on transportation networks for just about every
product, service, and activity you can think of.
From the food on your table to a speedy route
to the emergency room, surface transportation
Center for Advanced Infrastructure and Transportation
Newsletter Issue 9 July 2011
Theres an unassuming pair of steel stringer bridges in northern New Jersey
that seem just like thousands of bridges all over the countryspans we drive
over every day, often without noticing. But theres something about these
particular sister bridges that distinguish them from every other bridge in the
world: they are the focus of the International Bridge Study (IBS).
p5
CAITs frst conference on
mobility for people with
autismsparks exchange
and collaboration
inside
systems drive economies and give us unhindered
mobility without which our high quality of life
would not be possible. Roadways are by far the
most heavily relied upon way to transport people
and goods, and bridges are the critical links that
tie this extensive network together.
So, how does wheeled vehicle travel compare
with other modes of transportation? A stagger-
ing 2.97 trillion vehicle miles (a vehicle mile
equals one vehicle driving one mile) were driven
in the United States in 2008, versus 38.6 billion
p2
New Jersey: Bridge research capital of the world?
International meeting of the minds on a span in the Garden State
SolutionS from rutgerS New Jerseys Partner for a Strong Economy 2009
Davidson Hall
96 Davidson Road
Piscataway, New Jersey 08854-8062
www.rutgers.edu
RUTGERS
LOGOTYPE
FULL NAME
OF THE
UNI VERSI TY
RUTGERS LOGOTYPE WI TH STATE
UNI VERSI TY SI GNATURE
RUTGERS LOGOTYPE WI TH STATE
UNI VERSI TY SI GNATURE
Multipage/panel Print Examples
Continued
A vision for creating knowledge
In 2004, Jerome and Lorraine Aresty pledged $4 million
toward the establishment of a program to encourage and
support undergraduate research at Rutgers New Brunswick
Campus. Jerome, a 1951 Rutgers College graduate, and his
wife, Lorraine, recognized that connecting accomplished faculty
members with bright undergraduates beyond the confines of
the classroom is crucial to high-quality education and future
success. The Office of the Executive Vice President for Student
Affairs shared their vision and committed matching resources
to this important initiative.
The result of these efforts: the Aresty Research Center for Undergraduates (ARC), which
facilitates research experiences for undergraduates at all stages of their college careers,
across disciplines, and throughout the university. ARC faculty and staff connect students
with faculty mentors who teach them how to develop research projects and define
meaningful goals in an ethical context. Students also learn how to acquire funding for
projects and how to present the findings of their research to the university and the
general public.
ARC additionally serves as a resource for faculty who are actively mentoring undergradu-
ates or who are interested in incorporating undergraduates into research and scholarship.
Aresty Research Center for Undergraduates
Milledoler Hall, Room123
520 George Street
New Brunswick, NJ 08901
Phone: 732-932-7027 Fax: 732-932-8418
http://aresty.rutgers.edu
Rutgers, The State University of New Jersey, is dedicated by law and by purpose to serving all people
on an equal and nondiscriminatory basis.
Photography: Nick Romanenko; Kenya photos courtesy of Virginia D. Blakeman; Aresty portrait
courtesy of Steve Goodman.
Produced by Rutgers Department of University Relations.
RU-0607-0070/1.5M
Aresty Research Center
for Undergraduates
Think outside the books.
Learn by doing.
Back Panel
Front Panel
RUTGERS LOGOTYPE
WITH STATE UNIVERSITY
SIGNATURE
RUTGERS LOGOTYPE
WITH UNIT SIGNATURE
Single Sheet Brochures
Rutgers, The State University of New Jersey, is dedicated by law and by purpose to serving all people on an
equal and nondiscriminatory basis. For more information, see polcomp.rutgers.edu.
Photography by Nick Romanenko
RU-0910-0082/1M
The Center for Cancer Prevention Research traces its origins to 1987,
when Allan H. Conney arrived at Rutgers pharmacy school and began
building a strong research department, the Department of Chemical
Biology, to specialize in the causes and prevention of cancer. Over the
next two decades, the original laboratory recruited an outstanding
faculty and nurtured a network of multi-institutional, interdisciplinary
research collaborators. Today, the center is among the few research
institutions dedicated to the prevention of cancer.
Chung S. Yang, PhD, Director
Allan H. Conney, PhD, Associate Director
Ah-Ng Tony Kong, PhD, Associate Director
The Ernest Mario School of Pharmacy is one of the countrys leading
pharmacy schools and the only pharmacy school in New Jersey. Its
curricula include a six-year professional program leading to the PharmD
and three graduate programs leading to the PhD. The 85-member
faculty includes innovative clinicians and top researchers in the pharma-
ceutical sciences. The school is a research powerhouse, ranking sixth
among the nations 111 pharmacy schools in research funding from the
National Institutes of Health. Learn more at pharmacy.rutgers.edu.
Christopher J. Molloy, PhD, RPh, Dean and Professor of
Pharmacology and Toxicology
A Worthy Endeavor
Direct medical costs for cancer treatment in the United States total over
$93 billion each year, yet the cure remains elusive and far too many lives
are lost. Science is offering new hope, both in the great strides toward
understanding the mechanisms of cancer and the great promise of pre-
venting the genesis of cancer. This is the work of the Center for Cancer
Prevention Research. Our goal, as scientists, is to exert worldwide impact
through groundbreaking research. But our dream, as spouses, parents,
and grandparents, is to secure a future without cancer.
To learn more about our current research and what role you might
play in furthering our efforts, contact us at
Center for Cancer Prevention Research
Ernest Mario School of Pharmacy
164 Frelinghuysen Road
Piscataway, NJ 08854
phone: 732-445-3400, ext. 244
email: csyang@rci.rutgers.edu
web: pharmacy.rutgers.edu/content/chemical_biology_ccpr
Center for Cancer
Prevention Research
More than 12 million people worldwide learn they have serious cancers each year.
About two-thirds of these cancers could be prevented.
Its better to prevent
cancer than to treat it.
Its a simple statement, but a bold idea.
Although genetics play an important role in human cancer,
most cancerstwo-thirds or moreare caused by lifestyle
choices like poor diet, lack of exercise, and smoking. A large
portion of the cancer toll is preventable, yet only a small
portion of cancer research dollars goes to prevention
research; the rest supports treatment research.
At Rutgers Center for Cancer Prevention
Research, our approach is different.
We are looking for novel ways to stop cancer
before it strikes. Naturally occurring compounds in
the foods we eat, agents that activate the bodys
chemical defenses, and genes that provide tar-
gets for early intervention all hold great potential
against cancer. Our scientists conduct the basic laboratory
research to identify and understand new possibilities,
then work with partner institutions to move the most
promising ones into human cancer prevention trials as
quickly as possible.
We were one of the first and remain one of the few
research centers dedicated to the preventionrather than
the treatmentof cancer. Discoveries made in our
labs have already played a part in reducing the
burden of cancer, with greater contributions yet
to come.
Rutgers, The State University of New Jersey, is dedicated by law and by purpose to serving all people on an
equal and nondiscriminatory basis. For more information, see polcomp.rutgers.edu.
Photography by Nick Romanenko
RU-0910-0082/1M
The Center for Cancer Prevention Research traces its origins to 1987,
when Allan H. Conney arrived at Rutgers pharmacy school and began
building a strong research department, the Department of Chemical
Biology, to specialize in the causes and prevention of cancer. Over the
next two decades, the original laboratory recruited an outstanding
faculty and nurtured a network of multi-institutional, interdisciplinary
research collaborators. Today, the center is among the few research
institutions dedicated to the prevention of cancer.
Chung S. Yang, PhD, Director
Allan H. Conney, PhD, Associate Director
Ah-Ng Tony Kong, PhD, Associate Director
The Ernest Mario School of Pharmacy is one of the countrys leading
pharmacy schools and the only pharmacy school in New Jersey. Its
curricula include a six-year professional program leading to the PharmD
and three graduate programs leading to the PhD. The 85-member
faculty includes innovative clinicians and top researchers in the pharma-
ceutical sciences. The school is a research powerhouse, ranking sixth
among the nations 111 pharmacy schools in research funding from the
National Institutes of Health. Learn more at pharmacy.rutgers.edu.
Christopher J. Molloy, PhD, RPh, Dean and Professor of
Pharmacology and Toxicology
A Worthy Endeavor
Direct medical costs for cancer treatment in the United States total over
$93 billion each year, yet the cure remains elusive and far too many lives
are lost. Science is offering new hope, both in the great strides toward
understanding the mechanisms of cancer and the great promise of pre-
venting the genesis of cancer. This is the work of the Center for Cancer
Prevention Research. Our goal, as scientists, is to exert worldwide impact
through groundbreaking research. But our dream, as spouses, parents,
and grandparents, is to secure a future without cancer.
To learn more about our current research and what role you might
play in furthering our efforts, contact us at
Center for Cancer Prevention Research
Ernest Mario School of Pharmacy
164 Frelinghuysen Road
Piscataway, NJ 08854
phone: 732-445-3400, ext. 244
email: csyang@rci.rutgers.edu
web: pharmacy.rutgers.edu/content/chemical_biology_ccpr
Center for Cancer
Prevention Research
More than 12 million people worldwide learn they have serious cancers each year.
About two-thirds of these cancers could be prevented.
Its better to prevent
cancer than to treat it.
Its a simple statement, but a bold idea.
Although genetics play an important role in human cancer,
most cancerstwo-thirds or moreare caused by lifestyle
choices like poor diet, lack of exercise, and smoking. A large
portion of the cancer toll is preventable, yet only a small
portion of cancer research dollars goes to prevention
research; the rest supports treatment research.
At Rutgers Center for Cancer Prevention
Research, our approach is different.
We are looking for novel ways to stop cancer
before it strikes. Naturally occurring compounds in
the foods we eat, agents that activate the bodys
chemical defenses, and genes that provide tar-
gets for early intervention all hold great potential
against cancer. Our scientists conduct the basic laboratory
research to identify and understand new possibilities,
then work with partner institutions to move the most
promising ones into human cancer prevention trials as
quickly as possible.
We were one of the first and remain one of the few
research centers dedicated to the preventionrather than
the treatmentof cancer. Discoveries made in our
labs have already played a part in reducing the
burden of cancer, with greater contributions yet
to come.
Back Panel
Front Panel
RUTGERS
LOGOTYPE
WI TH SCHOOL
SI GNATURE
FULL NAME
OF THE
UNI VERSI TY
One-Sided Print Examples
In one-sided situations, the Rutgers
logotype, with or without a signature,
and the universitys full name must
appear. Using the state university
signature covers both requirements.
Billboard
Poster Magazine Ad
J E R S E Y R O O T S , G L O B A L R E A C H
Supporting New Jersey Families.
Impacting the World.
Autism Research
Professor Linda Brzustowicz
Recipient, 2010 Innovators Award
NJ Inventors Hall of Fame
0057 NJ Inv_BB_SmstSt:bb 10/15/10 9:38 AM Page 1
In collaboration with Sweat Equity Enterprises of New York City, Rutgers Future Scholars
designed T-shirts for adults and children to build awareness and raise funds for the
program. In the process, they learned market research, graphic design,
and business communications. Cassidy Christopher (below), one
of four fnalists, designed the winning adult T-shirt now
on sale at the Rutgers bookstore.
Invest in the
Workforce
of
Tomorrow
Collaboration, critical thinking, communication. These are just some of the real-world skills Rutgers
Future Scholars gain on the way to becoming leaders in the 21st-century workplace. Through
Rutgers Future Scholars, promising students in grades 712 facing tough challenges learn
what it takes to succeed. Let their success be yours.
Support Future Scholars . . . Develop Future Leaders
For more information, go to futurescholars.rutgers.edu
or contact us at 732-932-6712 or info@futurescholars.rutgers.edu.
Rutgers Future Scholars enter the program in the summer between the seventh and eighth grades. They
are low-income, academically talented youngsters from Rutgers home communities of Newark, Camden,
New Brunswick, and Piscataway. Over the next fve years, they receive academic support, social and cultural
enrichment programs, personal guidance, and mentoring. v The goal is to help these students stay in school,
graduate, and gain admission to Rutgers or another college of their choice. To ease the fnancial burden of
higher education, Rutgers is guaranteeing free tuition to all those who successfully complete the pre-college
phase of the program, meet admission requirements, and choose to attend the university.
J ERSEY ROOTS, GLOBAL REACH
0012 RFS ad_NJBlack.indd 1 9/15/10 11:22:44 AM
Tradition: Founded in 1766
Choice: 100+ majors
Opportunity: Intern in NYC
and Philadelphia
Scholarship: International ly
recognized faculty
Value: 6th in the nation for
return on investment
Join the conversation.
Rutgers student bloggers will give you the inside story.
admissions.rutgers.edu/ru
Minimum Merchandise Standards
Design approval is required from the
Offce of Trademark Licensing on all
Rutgers-branded items, including
promotional and fundraising items.
Anyone wishing to use Rutgers
name, the Rutgers logotype with or
without a signature, or other Rutgers
logos including the university seals
or intercollegiate athletic marks on
merchandise must frst contact
Trademark Licensing at trademark@
ur.rutgers.edu or 848-445-1921 or
1951.
In addition, in order to protect the Rutgers name
and reputation and to avoid liability issues, it
is university policy that all Rutgers-branded
merchandise must be obtained from a vendor who
has entered into a trademark license agreement
with the university. A list of licensed vendors may
be obtained from Trademark Licensing.
Alumni groups should channel their requests
through the Department of Alumni Relations by
contacting the director of alumni communications
at rualumni@alumni.rutgers.edu or 848-932-2296.
Note: You are not restricted to the use of the Rutgers logotype and signatures on merchandise.
You may choose other typefaces. However, any use of the universitys name, in any style, on
merchandise requires approval by Trademark Licensing at trademark@ur.rutgers.edu or
848-445-1921 or 1951.
Odd-Sized Products and Different
Materials
Some products, due to size or material
used, may require exceptions to the
visual identity standards. Trademark
Licensing will work with you and your
licensed vendor to make acceptable
adjustments.
Examples of such products are pictured to the left.
Contact Trademark Licensing at trademark@
ur.rutgers.edu or 848-445-1921 or 1951, for
guidance.
Exterior Signage
Displayed on this page are examples
of the exterior signage design
featuring the Rutgers logotype on the
top portion of the sign.
All fonts used for campus designations, as well as
the locations that appear on each sign, remain the
same as the previous signage system. The Rutgers
logotype is applied to exterior signage as it is
replaced or upgraded.
University Facilities has the responsibility for the
installation and maintenance of all interior and
exterior signage on university property except
signage that addresses traffc or parking concerns.
For information or to place an order for exterior,
interior, or vehicle signage, contact the Facilities
Sign Shop at signshop@facilities.rutgers.edu or
732-445-5083.

Busch
Campus
Livingston
Campus
Academic Facilities
Housing Administration
Russell
Richardson
Ceramics
Fiber Optics
WrightRiemen
Math & Science Learning Ctr.
P. Robeson Cultural Ctr.
Athletic Center
Janice H. Levin
North & South Towers
Lucy Stone
Bookstore
School of Social Work
iTV Studio
Gymnasium
University Press
Office of Information
Technology
Executive Offices
Department of
University Relations
Division of Continuous
Education & Outreach
Instructional & Technical Support
Technical Training
COLOR CODING FOR CAMPUS-
SPECIFIC IDENTIFICATION
USE X HEIGHT
FOR CLEAR SPACE
RUTGERS LOGOTYPE
WITH UNIT SIGNATURE
RUTGERS LOGOTYPE
WITH STATE UNIVERSITY
SIGNATURE
Vehicle Signage
The illustrations on this page show
the appropriate display of the Rutgers
logotype with a unit signature on a
vehicle.
Unit signatures should be centered on the front
driver and passenger side doors.
Whenever possible, the Rutgers logotype with
state university signature should be applied as a
supplementary graphic to the rear of vehicles with
the same separation maintained between the
logotype with signature and each endpoint of the
portion of the vehicle to which it is applied.
Acceptable color treatments for unit signatures on
vehicles are all red (PMS 186), all black (100K), or
red and black (PMS 186 and 100K).
University Facilities has the responsibility for the
installation and maintenance of all interior and
exterior signage on university property except
signage that addresses traffc or parking concerns.
For information or to place an order for vehicle,
interior, or exterior signage, contact the Facilities
Sign Shop at signshop@facilities.rutgers.edu or
732-445-5083.
8.1 The Rutgers Spirit Mark
8.2 Unacceptable Treatments: Spirit Mark
8.3 Athletic Marks: New Brunswick
8.4 Athletic Marks: Newark
8.5 Unacceptable Treatments: Athletic Marks:
Newark
8.6 Athletic Marks: Camden
8.7 Unacceptable Treatments: Athletic Marks:
Camden
8.8 The Rutgers University Flag
OTHER SYSTEM ELEMENTS 8. 0
other system elements 8.1
The Rutgers Spirit Mark
The Rutgers spirit mark is an informal
graphic that is reserved for use as an
athletic mark and to communicate
school spirit.
The spirit mark serves as a rallying point and a bold
unifying visual for Rutgers intercollegiate athletics
and may also be used by recreational sports teams,
student groups, and alumni groups when Rutgers
pride is the primary message.
The spirit mark may not be used in conjunction
with or in place of the Rutgers logotype. Its use
on stationery is limited to Rutgers intercollegiate
athletics.
The spirit mark may only be reproduced in red
(PMS 185 or 186) or white; with or without a black,
white, or red (PMS 185 or 186) outline; or with a
double outline of white and black only. If using
the double outline, the white must appear on the
inside, with the black on the outside. The spirit
mark may never be reproduced in black.
Anyone wishing to use the spirit mark must frst
request permission from Trademark Licensing at
Alumni groups should channel their requests
through the director of alumni communications
at rualumni@alumni.rutgers.edu or 848-932-2296.
R_logo_red_wh_bk.eps
R_logo_solid_red.eps
R_logo_wh_red.eps
R_logo_red_bk.eps
R_logo_wh_bk.eps
R_logo_red_wh.eps R_logo_wh.eps
RU_Alumni_logo_185_BK.eps
Boxes represent background. They are not part of the mark.
other system elements 8. 2
Unacceptable Treatments:
Spirit Mark
The only acceptable treatments for
the spirit mark are shown on page 8.1.
The examples on this page illustrate unacceptable
color treatments:
1. Do not use any other colors except black, red, or
white to outline the R.
2. Do not put any text, designs, or symbols inside
the R.
3-4. Do not use a double outline in any other color
combination except white and black as shown
on page 8.1.
5-6. Do not use any solid color other than red or
white to reproduce the R.
7. Do not place text or a graphic over the R.
1
3
2
4
5 6
7
RUTGERS
Athletic Marks: New Brunswick
The New Brunswick athletic teams are
known as the Scarlet Knights and are
graphically represented by the Rutgers
spirit mark. The knights head is a
secondary mark of limited use.
The spirit mark may only be reproduced in red
(PMS 185 or 186) or white. The spirit mark may
never be reproduced in black. Outlines may only
be reproduced in red (PMS 185 or 186), white, or
black.
The knights head may be reproduced in black and
white or in the following fve-color version:
Red PMS 185
Dark Red PMS 1807
Light Gray PMS 877
Dark Gray PMS 8403
Black
For acceptable equivalents for screen printing
or other similar applications, contact Trademark
Licensing at the contact information below.
Anyone wishing to use these marks must frst
For unacceptable treatments, see page 8.2.
athletics_logos_NB.eps
Black
Pantone 185
Pantone 1807
Pantone 8403
Pantone 877
White
R_logo_solid_red.eps
R_logo_wh_red.eps
R_logo_red_bk.eps
R_logo_wh_bk.eps
R_logo_red_wh.eps R_logo_wh.eps
Athletic Marks: Newark
The Newark athletic teams are
known as the Scarlet Raiders and are
graphically represented by the marks
appearing to the left.
The marks to the left may only be reproduced in
red (PMS 185 or 186) or white. The R may never
be reproduced in black. The outline may only be
reproduced in red (PMS 185 or 186) or black.
The spirit mark (see page 8.1) may also be used to
represent Newark athletics.
R_NWK_RED_BLACK.eps
R_NWK_RED_BLACK_RED_BLACK.eps
R_NWK_RED.eps
R_NWK_RED_BLACK_WHITE.eps
R_NWK_WHITE_BLACK.eps R_NWK_WHITE_BLACK_RED_BLACK.eps
R_NWK_WHITE_BLACK_WHITE_RED.eps
Unacceptable Treatments
Athletic Marks: Newark
1. Using any color other than black, white, or red to
outline the R.
2. Using double outlines around the R.
3-4. Do not change the font or font size of the
campus name.
5. The campus name can only be reproduced in
black, white, or red.
6. Reproducing a solid R in any color other than
white or red.
7. Do not put anythingtext, graphics, or symbols
inside the R.
1
3
2
4
5 6
7 8
RUTGERS
Athletic Marks: Camden
The Camden athletic teams are
known as the Scarlet Raptors and are
graphically represented by the marks
appearing to the left.
The R in the marks to the left may only be
reproduced in red (PMS 185 or 186) or white.
The R may never be reproduced in black. The
outline may only be reproduced in red (PMS 185 or
186), white, or black.
The scarlet raptor and shield may be reproduced in:
Red PMS 185
Dark Red PMS 1807
Light Gray PMS 877
Black
The spirit mark (see page 8.1) may also be used to
represent Camden athletics.
Camden_raptor.eps Camden_raptor.eps
R_Cam_red_black_blackC.eps
R_Cam_red_white_blackC.eps
R_Cam_black.eps
R_Cam_red_white_whiteC.eps
R_Cam_red_whiteC.eps
R_Cam_white_red_blackC.eps
R_Cam_white_red_redC.eps
R_Cam_white_redC.eps
Unacceptable Treatments
Athletic Marks: Camden
1. Using any color other than black, white, or red to
outline the R.
2. Using double outlines around the R.
3-4. Do not change the font or font size of the
campus name.
5. Reproducing a solid R in any color other than
white or red.
6. The campus name can only be reproduced in
black, white, or red.
7. Do not put anythingtext, graphics, or symbols
inside the R.
1
3
2
4
5 6
7 8
Athletics
The Rutgers University Flag
The image to the left represents the offcial Rutgers
University fag design, which was approved by
the university in 1965. The script R and crown
images are combined with numerals denoting
the year 1766 in recognition of the founding
of Rutgers predecessor, Queens College. For
more information about Rutgers history and the
founding of Queens College, please visit
rutgers.edu/about-rutgers/rutgers-history.
This offcial Rutgers fag is to be fown at the
entranceways of university buildings or at special,
offcially sanctioned university events such as
commencement. This fag design is not approved
for use in any other forums or under any other
circumstances.
The offcial university fag cannot be purchased by
members of the general public and may not be sold
to the public by external university merchandise
vendors. For information on how to order an offcial
university fag, please contact Trademark Licensing
at trademark@ur.rutgers.edu or 848-445-1921
or 1951.
APPENDI X 9. 0
9.1 Identity Matrix
9.2 Board of Governors Resolution
9.3 Glossary
appendi x 9.1
Business Cards

Letterhead

Envelopes
Signage

Vehicular Signage

Marketing Materials
Brochures

Posters

Advertisements

Flyers

Folders

News Releases

Internal Materials
Routing Slips

Fax Sheets

Websites

PowerPoints

Merchandise
Clothing

Gift Items

Athletics
Uniforms
Promotional
Gifts
Service Uniforms
Ceremonial
Note Cards/Invitations

*
Diplomas
Identity Matrix
R
U
TG E R S T HE S TAT
E
U
N
I V
E
R
S
I T Y O F N E W J E R S E Y
1
7
6
6

offcial seal
informal seal
as decorative
element

logotype
with seal:
vertical

rutgers
logotype

signature:
universitywide

signature:
state university
logotype
with seal:
horizontal
signature:
campus
spirit and
athletics
marks

signature:
unit
*Commencement announcements only.
appendi x 9. 2
December 8, 2006
Meeting of the Board of Governors

WHEREAS, Rutgers, The State University of New Jersey
(Rutgers), at the direction of the Committee on Uni-
versity Relations and Honorary Degrees, has conducted
extensive research into the public perceptions of the
university among key constituencies in New Jersey; and
WHEREAS, the research indicated that general aware-
ness of Rutgers is high among all New Jersey con-
stituencies, but identifed a clear need to clarify and
demonstrate Rutgers value to the state of New Jersey
and its citizens; and
WHEREAS, the research indicated that Rutgers must dif-
ferentiate itself from the other publicly funded schools
in New Jersey; must sharpen its messages by better
coordinating university communications; must manage
and preserve the integrity of its brand, paying particu-
lar attention to the proliferation of logos and other
visual representation of the university and its units and
programs; and must leverage and mobilize the strong
brand equity that Rutgers has among state residents,
executives, and alumni; and
WHEREAS, the Rutgers name and visual identity are
substantial institutional assets and, therefore, their
usage is under the purview of the Board of Governors;
and
WHEREAS, a strong Rutgers identity has far-reaching
benefts, enhancing the universitys ability to recruit
faculty, students, and staff; generate revenue; garner
grants; engage alumni; and attract external support;
and
WHEREAS, effective and effcient communication be-
tween the university and its many audiences requires
(i) a clear graphic architecture and nomenclature that
build equity in the Rutgers name, clarify organizational
relationships, and maintain unit distinctiveness; (ii) a
communications strategy that ensures the use of co-
herent and consistent messages about Rutgers unique
attributes and assets; (iii) an administrative offce that
is the central point for managing and enhancing the
universitys identity and messaging; and
WHEREAS, the Rutgers name and visual identity should
be recognized and embraced by the university com-
munity as important assets deserving oversight and
management, requiring (i) policies that empower a
central administrative offce with authority to manage
and enforce the proper use of the universitys name
and a unifed visual identity system; (ii) clear guide-
lines, policies, and tools that support campus and
unit communicators as they express their campuss
or units relationship to the university, as well as their
campuss or units distinct programs and purpose; (iii)
policies and procedures that clarify how and when
other entities may use the universitys name and/or
marks; and (iv) policies and procedures regarding how
and when new university marks will be approved and/
or protected under federal and state law, and ensuring
protection of existing marks; and
WHEREAS, transition to a unifed visual identity system
must be accomplished according to a reasonable time-
table based on the analysis of fnancial and physical
considerations;
NOW, THEREFORE, BE IT RESOLVED that the Board
of Governors of Rutgers, The State University of New
Jersey, requires that all university units will use the
Rutgers name and the unifed visual identity sys-
tem, including a set of approved marks, as outlined
in policies and guidelines; and
BE IT FURTHER RESOLVED that all university offcers
will support the proper use of the Rutgers name
and a unifed visual identity system by ensuring that
units and personnel in their areas adhere to estab-
lished policies and guidelines; and
BE IT FURTHER RESOLVED that the Vice President for
University Relations will create, distribute, and enforce
policies, procedures, and guidelines necessary for the
proper use of the Rutgers name and the implementa-
tion of a unifed visual identity system; and
University Relations will develop tools, training, and
other incentives that facilitate the proper use of the
Rutgers name and the implementation of a unifed
visual identity system by all units of the university; and
University Relations will establish oversight and advi-
sory bodies that facilitate the proper use of the Rutgers
name and the implementation of a unifed visual
identity system; and
BE IT FURTHER RESOLVED that this Resolution will take
effect immediately.
Resolution Approving the Rutgers Unifed
Visual Identity System
appendi x 9. 3
Cap Height A unit of measurement describing the
height of the left vertical of the large initial R in the
Rutgers logotype. This unit is used when establishing
the clear space for the logotype or signature.
Color Palette A selection of specifc colors that are
chosen to coordinate, contrast, or harmonize, as an
aide to maintaining a desired degree of consistency
within a visual identity system.
Font A complete set of type of one size and face.
Garamond Italic 12 point is a font.
Identity Manual A formal reference document
establishing technical and creative standards for
a visual identity system. Typical standards include
descriptions and specifcations for reproducing the
logo or logotype, stationery system, common print
and web applications, and examples of use on
merchandise.
Logo A generic term for a unique graphic symbol,
display of a name, or a combination of both, that is
used to represent a product, company, organization,
or other entity.
Logotype A logo composed of type.
Mark A generic term for a unique graphic symbol,
used interchangeably with logo.
Master Brand The overarching identifer of an entity
or organization. Also an identity strategy that applies
the name of the overarching brand to all subunits.
Primary Color Palette The core selection of
identifying colors that are used in a logo.
Seal In an institution, the offcial logo used on legal
or ceremonial documents, often rendered within a
circular shape.
Serif/Sans Serif In typography, a sans serif typeface
is one that does not have the small thorn-like
features called serifs at the end of strokes within
letters.
Signature The combination of the logotype with an
additional more specifc identifer.
Supplementary Color Palette A selection of colors
designed to supplement the primary color palette
for use in all related communications except the
logo itself.
Tag Line A slogan used to support the identity.
Template A fle with an associated style sheet and
all standing and serial elements in place on a master
page, used for publications following the same design.
Typeface The set of characters including uppercase
and lowercase alphabetical characters, numbers,
punctuation, and special characters. A single
typeface contains many fonts of different sizes and
styles. Garamond is a typeface.
Type Family A group of fonts of the same basic
design but with different weights and proportions.
Garamond is also a type family.
Units Subdivisions of the overarching organization.
Unit Signature The typographic addition to the
Rutgers logotype that may be used to designate a
specifc unit.
X-Height A unit of measurement describing the
height of the small T in the Rutgers logotype. This
unit is used when establishing the location of the
informal seal and/or unit signature relative to the
logotype.
Glossary
Offce of Creative Services
96 Davidson Road
Piscataway, NJ 08854-1906
identity.rutgers.edu

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Cool Gray 9, and

Cool Gray 9).

Cool Gray 9, and black.

Cool Gray 9, and black.

186 and black (Black is screened

Cool Gray 9.)

186 and Pantone

186 on a black background with

Cool Gray 9 background

186 on a white background

Cool Gray 9 background

186. See page 3.1 for the

Cool Gray 9. Red, black, and white are

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