VISUAL IDENTITY GUIDE

Publications (brochures, booklets)

Rather than specifying exact requirements for the design of all University of Alabama publications and websites, our graphic standards provide the means to create a family look for print and online collateral through unifying elements. Consistent use of the wordmark or nameplate, typeface, and color palette all reinforce a strong and positive image of our institution and its divisions.

Titling: To preserve the integrity of the University's name, do not incorporate it into the title of any publication. Titles and headlines should stand alone, both grammatically and visually.

Wordmark/nameplate: On the cover of each publication and on the introductory page of each website, use a version of the University wordmark or nameplate introduced in Wordmark and Identifiers. Remember that the wordmarks and nameplates are not to be changed or manipulated in any way other than proportional sizing.

Typeface: As described in Fonts/Typography, use Garamond (preferably, Berthold Garamond) for all inside text. For special emphasis in headlines, subheads, or pull-quotes, use the Goudy Sans type family. Whenever appropriate, use Goudy Sans Medium for brochure cover text. Never use Goudy Sans Bold or any weight heavier than medium, because at these heavier weights the face loses proportionality with the wordmark and text faces. So that the wordmark retains its uniqueness, Baker Signet must not be used for any other purpose in a University publication.

Colors: A color palette for publications using PMS 201 and colors of the same strength of tone as PMS 201 is recommended for further enhancement of the University's graphic identity. The palette includes, but is not limited to, PMS 261, PMS 288, and PMS 349. To discuss optimal color usage, call the Office of Marketing Communications at 348-5767.