Identity Guidelines august 2009
Contents Introduction.... 2 Color palette... 3 Identity size and control area... 5 Identity use with other logos.... 6 Identity variations... 7 Identity don ts... 8 Typography.... 9 Essential information.... 10 identity guidelines w page 1
introduction This logo was designed to convey a sense of permanence, timelessness and lasting value. It reflects the singular achievements, personal integrity and lasting legacy of James B. Duke, as well as the accomplishments of the Endowment he established. The typeface, Goudy Old Style, was designed in 1915 by Frederic W. Goudy (1865-1947), one of the preeminent American type designers of the 20th century. Emerging from the same historical era as The Duke Endowment, the typeface has been described as straightforward, self-assured and timeless. It is one of the most distinctive classic typefaces ever produced, and has retained a high degree of popularity for more than 70 years. It was by the stroke of his pen that James B. Duke created The Duke Endowment, and the integration of his signature as a graphic element underscores the personal legacy that is the foundation and guiding force of The Duke Endowment. It also differentiates The Duke Endowment from Duke University, Duke Energy and the Doris Duke Foundation, all three of which use the letter D as a graphic element in their logos. identity guidelines w page 2
color palette 7500 C 7407 C 470 C 5487 C 5195 C R 213 G 201 B 155 0 5 25 10 HTML E 1 D 8 B 7 R 255 G 153 B 0 10 30 100 0 HTML C A 9 B 4 A R 157 G 83 B 36 8 68 94 34 HTML 9 D 5 3 2 4 R 98 G 125 B 119 46 14 26 43 HTML 6 2 7 D 7 7 R 100 G 68 B 89 42 67 18 52 HTML 6 4 4 4 5 9 7519 C BLACK C Cool Gray 8 C Cool Gray 5 C R 99 G 82 B 69 R 30 G 30 B 30 R 139 G 141 B 142 R 178 G 180 B 179 24 42 43 69 0 0 0 100 21 14 14 38 12 8 9 21 HTML 6 3 5 2 4 5 HTML 1 E 1 E 1 E HTML 8 B 8 D 8 E HTML B 2 B 4 B 3 The color palette shown above is a very important part of The Duke Endowment identity. It has been carefully developed and should not vary from application to application. The swatches shown are not the exact replication of the colors, only an approximation. A Pantone Matching System (PMS) formula guide should be referenced for accurate color representation. Always consult with your printer to get the best color match when printing four-color process. cyan magenta yellow black identity guidelines w page 3
color palette Child Care Education Health Care Rural Church 7407 C 7500 C 5487 C 5195 C R 255 G 153 B 0 10 30 100 0 HTML C A 9 B 4 A R 213 G 201 B 155 0 5 25 10 HTML E 1 D 8 B 7 R 98 G 125 B 119 46 14 26 43 HTML 6 2 7 D 7 7 R 100 G 68 B 89 42 67 18 52 HTML 6 4 4 4 5 9 The Duke Endowment serves many audiences with a variety of components. To establish a strong identity, it is important that we communicate ourselves and focus areas in a consistent, meaningful way. Please use the color specifications above for creating future materials or communications. identity guidelines w page 4
identity size and control area 1.25 inches The identity is a piece of art, not to be changed for any reason. When using the identity, refer to the above grid to specify white space. This white space helps the identity stand out and improves readability. Separate art files are available for identity applications. Please see page 13 for more information. Art files featuring the identity art have been created for a variety of applications, so there is no need to re-create the identity for any reason. To achieve optimum legibility, the identity should not be fewer than 1.25 inches wide. identity guidelines w page 5
identity use with other logos Publishers of the North Carolina Medical Journal The North Carolina Institute of Medicine In 1983 the North Carolina General Assembly chartered the North Carolina Institute of Medicine as an independent, nonprofit organization to serve as a nonpolitical source of analysis and advice on issues of relevance to the health of North Carolina s population. The Institute is a convenor of persons and organizations with health-relevant expertise, a provider of carefully conducted studies of complex and often controversial health and health care issues, and a source of advice regarding available options for problem solution. The principal mode of addressing such issues is through the convening of task forces consisting of some of the state s leading professionals, policy makers, and interest group representatives to undertake detailed analyses of the various dimensions of such issues and to identify a range of possible options for addressing them. The Duke Endowment The Duke Endowment, headquartered in Charlotte, N.C., is one of the nation s largest private foundations. Established in 1924 by industrialist James B. Duke, its mission is to serve the people of North Carolina and South Carolina by supporting programs of higher education, health care, children s welfare and spiritual life. The Endowment's health care grants provide assistance to not-for-profit hospitals and other related health care organizations in the Carolinas. Major focus areas include improving access to health care for all individuals, improving the quality and safety of the delivery of health care, and expanding preventative and early intervention programs. Since its inception, the Endowment has awarded $2.2 billion to organizations in North Carolina and South Carolina, including more than $750 million in the area of health care. Here is an example of how the identity might appear in relationship to another logo. Final identity placement is dependent on the actual design of the layout with use of the identity control area (page 5). identity guidelines w page 6
identity variations a. Our identity can be used in one (a) or two colors (b). To achieve optimum readability in a grayscale or black and white application, use a pure black identity (a). b. c. If the identity needs to appear on a block of color (c, d) or a photo (e), it should be used in one color (black or white). Use the application that creates the highest contrast with the background color. In other words, if the photo or color block is light in color, use the black identity (c). d. If the photo or color block is dark in color, use the white identity (d, e). e. f. If the identity needs to appear in a different color than indicated above, please use the one-color identity (a) and convert it to the color needed. An example of this might be on a one-color poster or ad (f). identity guidelines w page 7
identity don ts Any distortion to the identity, however slight, will give the logo a different appearance, thereby hampering its legal protectability and underlying function within the Identity Guidelines. Do not: Use the identity type without the identity mark Distort proportions or change colors Reduce the artwork below 1.25 inches in width Re-create the fonts in the identity Distort the identity Reverse out a portion of the identity Move the identity mark to a new position within the artwork Do: Use the artwork supplied to help create a consistent brand identity guidelines w page 8
typography Goudy Old Style Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Roman Italic Bold Bold Italic Extra Bold Times New Roman Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Roman Italic Bold Bold Italic The Goudy and Times New Roman family of fonts are approved for usage on our communication materials. Other fonts may not substitute. identity guidelines w page 9
essential information 100 north tryon street, suite 3500 charlotte, north carolina 28202-4012 telephone: 704.376.0291 facsimile: 704.376.9336 www.dukeendowment.org 2007 The Duke Endowment identity guidelines w page 10