CAMPAIGN STYLE GUIDE

umich.edu/brand
CAMPAIGN GUIDELINES
The Victors for Michigan campaign guidelines provide the standards for the campaign’s
overall identity. Guidelines are simply that. They are the shared practices that define
the Victors for Michigan campaign with enough detail and clarity to enable you—its
guardians—to represent it effectively and consistently. They also help all of us speak to
our donors with a common voice.

Why the Style Guide?

For nearly two centuries, the University of Michigan has brought together some of the
greatest minds to teach and learn and change the world. As we begin our next campaign,
achieving that same level of excellence is more important than ever.

The campaign style guide has been created to provide clear and consistent graphic standards
that can be successfully used to promote the university and engage our potential donors.

You know your donors. You know how they think and how they respond. Your personal
connection enhanced by these resources will get the job done. By working together, we can
accomplish both university- and department-wide goals.

Working in Tandem
This style guide brings together the U-M brand and U-M development guidelines. It is about
much more than the proper use of a logo or a color. It’s about consistent communication.
About achieving a common look and feel. About speaking with one voice.

A successful campaign will bring together all campus partners. When the entire university
works together toward one common goal with one clear message, it can only make us all
stronger and more effective. The whole truly is greater than the sum of its parts. This is how
we can all be Victors for Michigan.

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 CONTENTS

Style Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Our Vision. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Our Value Proposition. . . . . . . . . . . . . . . . . . . . . . . . 4
Our Personality. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Our Priorities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
STYLE GUIDE
This style guide is our suggestion. It provides direction and
Campaign Assets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 leads us forward. It is global and timeless. It is who we are
and who we want to be.
Our Mark. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Our Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Our Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Brand Expression . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
OUR VISION
Our Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . 23
OUR PRIORITIES
Our Videography. . . . . . . . . . . . . . . . . . . . . . . . . . . 23
OUR VALUE PROPOSITION
Our Campaign Platform . . . . . . . . . . . . . . . . . . . . . 28
OUR PERSONALITY
.
Brand Application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
For Questions & Advice. . . . . . . . . . . . . . . . . . . . . . . . . . . 36

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 STYLE GUIDE STYLE GUIDE

VISION CAMPAIGN PRIORITIES

A VISION outlines how we intend to improve humankind. It is an enduring statement of PRIORITIES provide focus for the Victors for Michigan campaign’s long-term efforts.
the importance and impact U-M has on a local and global scale.

Our Priorities
U-M Vision
To prepare tomorrow’s leaders and address the complex 1. Guarantee that a diverse group of the world’s
problems facing our world. brightest students will be able to study at Michigan.
Providing sufficient financial support is the University
of Michigan’s highest priority.

2. Transform the Michigan education by extending

academic excellence from the classroom into real-world
VALUE PROPOSITION experiences that develop students’ global purview and
a creative, entrepreneurial mindset.
A VALUE PROPOSITION is the fundamental truth we collectively embrace, the intrinsic
beliefs for which we stand. 3. Serve the public good by collaborating on bold new
ideas to solve the world’s most challenging problems.

U-M Value Proposition

We are a public powerhouse grounded in academic
excellence that is leading meaningful change.

PERSONALITY
A PERSONALITY represents the characteristics and qualities that distinguish us. They
are the traits that make us unique and reflect who we are and how we act.

U-M Personality
Intelligent | Creative | Driven | Global
Generous | Spirited | Diverse

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 CAMPAIGN ASSETS

OUR MARK
Our campaign mark is more than a logo. It is the primary symbol of the Victors for
Michigan campaign, representing the collective performance of every person involved in
these efforts.

VERTICAL VERSION:
CAMPAIGN ASSETS
The vertical version is our primary
Campaign assets are the creative tools and visual elements mark and should be used for both
that enhance our image and bring the brand to life. They print and web. It also works well
include our logo, type, color, and visual style. These assets for applications with little space,
help establish a meaningful, memorable identity that builds including business cards and
emotional bonds with our audiences. social media.

OUR MARK HORIZONTAL VERSION:

OUR COLORS
This secondary, horizontal version
OUR FONTS is most appropriate for digital
applications like horizontal web
banners or across the bottom of
PowerPoint slides.

HORIZONTAL VERSION WITH TAGLINE:

This adaptation of the horizontal

mark allows school or units to
enhance the Victors for Michigan
platform with a subhead. We might
also use the subhead for specific
periods of time—like the university
bicentennial.

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR MARK OUR MARK

USING OUR MARK USING OUR MARK

The Clear-Space Rule Minimum Size
Our mark is one of our most visible and valuable assets. Respect it. Always position it for When reproducing our logo, be conscious of its size and legibility. Use common sense—a
maximum impact and give it plenty of room to breathe. This will help to ensure our mark’s signature that is too small ceases to serve any useful communication function.
visibility and legibility.
Generally, the vertical mark should never appear less than one inch wide. The horizontal
The minimum clear space for the campaign mark is defined by the height of the letter mark should not appear less than two inches wide.
“M” in the word “Michigan.” Understanding the clear-space rule is essential, as it is also
the standard for logo position and scale on most printed communications. In that regard,
the clear-space rule should be maintained as the logo is proportionately enlarged or 1” 2”
reduced in size.

PROPER In Text
CLEAR SPACE In text, the campaign name should appear as words in upper- and lowercase with a capital
“V” for Victor and a capital “M” for Michigan. The word “for” should be in all lowercase
letters. In sentences, the campaign mark is never to be used in place of the campaign name.

EXAMPLE — CORRECT:
The Victors for Michigan campaign mark is a valuable brand asset.

EXAMPLE — INCORRECT:

The campaign mark is a valuable brand asset.

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR MARK OUR MARK

MARK COLOR MARK COLOR

Owning a color or color combination requires hard work, attention, and a dedication
to consistency.

The Victors for Michigan campaign mark should be reproduced in color whenever
possible. White is the most effective background on which to reproduce the color logo
because it provides a clean, crisp contrast for the logo’s color and elements.

NOTE: This black box is

NOT part of the campaign
mark. It is used here to
show the white text.

NOTE: These marks are for

marketing materials printed in
black and white only.

BLUE OF THE MARK: MAIZE OF THE MARK:

NOTE: Use this mark only when it is placed over
Print (coated/uncoated)— Print (coated/uncoated)— a field of Michigan blue. The Block M rests closer
PANTONE 282 PANTONE 7406 to Victors for Michigan in this version.
Process C100 M60 Y0 K60 Process C0 M18 Y100 K0
Web HEX— Web HEX—
00274c ffcb05
RGB— RGB—
Download the Mark
All versions of the mark can be downloaded at the U-M brand site. Visit
R0 G39 B76 R255 G203 B5
umich.edu/brand and go to the Downloads/Other Logos section.

NOTE: RGB is used primarily for Microsoft PowerPoint.

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR MARK OUR MARK

MISUSING OUR MARK MISUSING OUR MARK

Do the Right Thing Examples of incorrect mark usage:
The campaign mark has been carefully designed and should never be altered in any
way. These examples illustrate how NOT to use the mark, but do not include all instances
of misuse. Do not retype. Do not stretch.

Generally speaking: VICTORS FOR

1. Never stretch, condense, or otherwise morph the mark. MICHIGAN

2. Never redraw the mark, translate it, or alter the placement and size
relationship between its elements.
Do not alter color. Do not distort.
3. Never add additional elements to, change the color of, or alter the
integrity of the campaign mark.

Do not add a shadow. Do not add graphics.

Do not print as a tint.

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR COLORS

OUR COLORS
Color affects and influences each of us emotionally and psychologically. Consistent use of SECONDARY—Supporting Colors
colors plays a vital role in establishing a clear and unambiguous image of our brand. The colors that make up our supporting palette complement our primary maize and blue,
providing additional creative range to the marketing materials. This combination of colors
is inspired by our beautifully iconic buildings and landmarks across campus.

Our Color Palette NEUTRAL COLORS

UMMA Burton Tower The Rock Angell Hall Law Quad Diag M Puma
PRIMARY—Signature Colors Tan Beige Gray Ash Stone Metallic Black
The palette we use is a powerful differentiator for our brand and a direct reflection of our
personality. Appropriate and consistent application of our brand palette provides another
layer of distinction for our brand.
PANTONE® PANTONE® PANTONE® PANTONE® PANTONE® PANTONE® PANTONE®
Our signature colors are maize and blue, the powerful, branded color palette that remains 7502 451 Cool Gray 7 Warm Gray 6 Warm Gray 11 872 Black 6

true to the brand of the University of Michigan. 6/14/39/8 21/15/54/31 20/14/12/40 14/19/21/39 26/36/38/68 100/79/44/93
HEX: cfc096 HEX: 9b9a6d HEX: 989c97 HEX: a79d96 HEX: 655a52

Michigan Maize Michigan Blue MUTED COLORS

Hill LSA Archway Rackham Roof Canham Pool Matthaei
Brown Orange Ivy Green Blue Violet

PANTONE® PANTONE® PANTONE® PANTONE® PANTONE® PANTONE®

483 471 3995 5565 646 668

21/80/81/69 5/71/100/23 23/25/100/67 44/12/34/24 72/31/3/12 70/77/7/23

HEX: 7a121c HEX: cc6600 HEX: 7e732f HEX: 83b2a8 HEX: 587abc HEX: 575294

PANTONE® PANTONE®
7406 282 BRIGHT COLORS
:: ::
Tappan Ross School Wave Field Taubman Arboretum Ann Arbor
Red Orange Green Teal Blue Amethyst
PMS: 7406 (coated and uncoated) PMS: 282 (coated and uncoated)
CMYK: 0 / 18 / 100 / 0 CMYK: 100 / 60 / 0 / 60
HEX: ffcb05 HEX: 00274c
RGB: 255 / 203 / 5 RGB: 0 / 39 / 76
PANTONE® PANTONE® PANTONE® PANTONE® PANTONE® PANTONE®
484 1595 398 326 660 2603
NOTE: RGB is used primarily for Microsoft PowerPoint.
8/92/100/33 0/71/100/3 14/6/100/24 81/0/39/0 88/50/0/0 72/99/0/3
HEX: b72126 HEX: eb7f13 HEX: a5a508 HEX: 0ca7a7 HEX: 2d68b7 HEX: 722ba8

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR COLORS OUR COLORS

USING OUR COLOR PALETTE

It’s important to remember that the secondary color palette should be used conservatively. Do the Right Thing
Its purpose is to accent and complement our primary palette of maize and blue. An overpowering use of certain secondary colors and color combinations can evoke the
branding of other higher-education institutions. Uses to avoid include:

PRIMARY PALETTE SECONDARY PALETTE—USE SPARINGLY

Maize and abundant use o f Hill Brown
(PMS 483) can look like the University
of Minnesota

NEUTRAL & MUTED

An abundant use of Ann A rbor
Amethyst (PMS 2603) a nd white can
look like Northwestern University

BRIGHT An abundant use of LSA Orange

(PMS 471) and white can look like the
University of Texas at Austin

An abundant use of Tappan R ed

(PMS 484) and white can look like
Cornell University

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 CAMPAIGN ASSETS CAMPAIGN ASSETS
OUR FONTS

OUR FONTS
Typography is an essential element of our visual identity, adding dimension and Everyday-Use Fonts (for purchase and for free)
distinction to our communication and reflecting the personality of the brand. When used Our everyday typefaces include Minion Pro and Benton Sans (available for purchase) and
effectively and consistently, type becomes associated with a brand in the mind of our Georgia and Arial (free system fonts).
audiences, creating a subtle but compelling connection. It is a very powerful tool.

SERIF FONTS:

MINION PRO is a serif font available for purchase. It combines aesthetic and functional
The Victors Font: Exclusive, Like Us qualities, making it a highly readable text type. It offers five weights (regular, medium,
This font was designed exclusively for the University of Michigan, by the University of semi bold, bold, and bold condensed).

M
Michigan. We chose a serif font to represent the longevity of our institution, designed
for readability across both traditional and digital channels and accounting for legibility
in small scale. Each unique letterform has been carefully constructed to ensure strong
ABCDEFGHIJKLMNOPQRSTUVWXYZ
character recognition of the letters that make up the words “University of Michigan.” abcdefghijklmnopqrstuvwxyz
In regard to the use of the display font, it is limited to the wordmark: the University
1234567890$&#!
of Michigan, our other campuses (Flint and Dearborn), the Board of Regents, and
the development campaign mark. This font is not available for general copy.

GEORGIA is a free system serif font. It is designed for clarity even at small sizes.

G
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&#!

V I C TO R S

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 CAMPAIGN ASSETS
OUR FONTS

SANS SERIF FONTS:

BENTON SANS is a sans serif font available for purchase. It’s extremely versatile and
highly readable. This large family includes Benton Sans, Benton Sans Condensed, and
Benton Sans Compressed; each offers six to eight weights.

B
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&#!

ARIAL, a sans serif, is a free system font. It is designed to be clean and easy to read,
and it’s available in a variety of weights.

A
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&#!

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 CAMPAIGN ASSETS

OUR PHOTOGRAPHY
Our photographs are the most emotionally resonant component of our visual style. They
present how we look and feel to our donors. Like all of our brand assets, our photography
embodies our brand personality (intelligent, driven, creative, global, diverse, spirited,
generous), adding depth to our conversation. Images that tell a story effectively are:

BRAND EXPRESSION • Bold • Collaborative

– Vivid – Multiple people working together
While our brand assets represent the tangible, our brand – Compelling (if possible)
expression—composed of our voice and visual style—
embodies the less tangible side of the campaign experience. • Moving (in every sense of the word) • Diverse
Representing a combination of elements and influences, our – Active – Age
brand expression is, by design, varied and unique. – People doing things – Gender
– Progress – Race/ethnicity
– Evokes emotion
• Surprising
• Prestigious – Piques interest to learn more. Initial
OUR PHOTOGRAPHY – Images that could only be from thought of “What is that?” is ok
a public powerhouse – Evokes the thought “I haven’t
OUR VIDEOGRAPHY – Could not be mistaken for another looked at it from angle before”
OUR CAMPAIGN PLATFORM institution
• Authentic
• Contemporary – Pictures should be accurate. Avoid
– Current examples using models and stock photos, and
– Not looking back at the past, but never Photoshop people into scenes
rather ahead at what the future they were not a part of. Basically,
might hold keep it real and Go Blue!

OUR VIDEOGRAPHY
Like photographs, our visual style is represented through video. Our videography should
evoke a strong intellectual and emotional connection—to something that is bigger than any
one individual. It should inspire our audience and give them confidence in our ability to better
our world in a real and tangible way.

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Find hundreds of free
images at Michigan
Photography. Search
Day in the Life.
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 CAMPAIGN ASSETS

OUR CAMPAIGN PLATFORM

Campaign Voice
A DECLARATION
This is the Victors for Michigan campaign—to be written out exactly so. But the official
campaign name is also a declaration. One that says that the university is always moving
forward. Inspiring change, innovation and justice for something bigger than ourselves. We’re
confident but not boastful, contemporary but not overly casual, passionate but not effusive,
and always clear and thoughtful.

AN INVITATION
We need you. This is the moment when you can make the most impact—a time when your
participation can make all the difference for this great university. Your participation in this
campaign is critical to us attracting the best students and providing the best educational
experience. Invite others to do the same. Invite others to be a Victor for Michigan.

A STORYTELLING PLATFORM
The name of our campaign, Victors for Michigan, also serves as our creative platform.
It can be leveraged to enhance your storytelling and to connect with your audiences in
inspiring and relevant ways.

As part of a story, you may invite donors to “be a victor for Michigan Engineering.” The
phrase, though, should never replace the name of the campaign.

Alternately, you may wish to use a subhead in conjunction with the campaign name. This
action should modify but not change the name of the campaign.

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 BRAND APPLICATION

MARKETING MATERIALS
The following pages demonstrate several examples of how the Victors for Michigan
campaign can be applied and brought to life.

Business Card/Letterhead
BRAND APPLICATION We recommend that you use the newly launched U-M brand elements for business cards
and letterhead. Customize these with the campaign indentity on the reverse side.
Our brand application represents the strategy that stems
from the combination of the tangible (brand assets, such as
logo, color, and fonts) and the intangible (brand expression
elements, including voice and visual style). Our brand
application represents the act of putting the brand to work.
It is the brand in action.

Email Signature
To include the Victors for Michigan mark in your
Google Mail signature, insert this image URL:
http://www.umich.edu/assets/victors-campaign.png

You can create an e-mail signature under the

Full School Name
“settings” menu of your Google Mail account.
First Last Name
Title If you need assistance, ask your IT professional or
Department Name contact [email protected].
Address
Ann Arbor, MI 48109-0000

734-000-0000
website.umich.edu

@LeadersandBest
#victorsformichigan

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 BRAND APPLICATION BRAND APPLICATION
MARKETING MATERIALS MARKETING MATERIALS

Print Template PowerPoint Template

Several options for

title screen

PRESENTATION HEADLINE

Side one: a series of

powerful U-M images
with the campaign logo
PRESENTATION HEADLINE

Side two: blank,

so you can incorporate PAGE HEADER Main page for
your custom marketing • Copy Points presentation copy
• Copy Points
messages

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 BRAND APPLICATION BRAND APPLICATION
MARKETING MATERIALS MARKETING MATERIALS

Web Buttons Video Bumper

Help encourage online giving on your unit or school’s website with the use of a giving If you produce a video to support your Victors for Michigan marketing, we recommend
button. The button should include the Victors for Michigan mark and copy that that the video begin with the campaign mark over a field of Michigan blue and end with
encourages visitors to take action (Make a Gift, Give Online, Give now). Here are examples: the university logo or your individual school or unit logo over the same background. Here
are examples:

Make a Gift
Make a Gift

Make a Gift

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 FOR QUESTIONS & ADVICE
Soon you will begin to create your marketing materials and
bring the Victors for Michigan campaign to life. There is
a team ready to help you if you have questions about any of
the guidelines in this book. Contact Carey Chesney, Director
of Marketing, Office of University Development, at
734-764-2766 or [email protected].

FOR HANDS-ON ASSISTANCE

The Office of University Development has closely partnered
with Michigan Creative in the development of university
brand elements and the Victors for Michigan campaign
identity. Michigan Creative is a highly capable resource for
concept development, writing, designing, print and website
production, and other creative needs. You can contact them
at 734-764-9270.

PASS IT ON
Please share this guide with any designer, writer, or other
freelancer with whom you work.

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Regents of the University of Michigan: Mark J. Bernstein, Julia Donovan Darlow, Laurence B. Deitch, Shauna Ryder Diggs,
Denise Ilitch, Andrea Fischer Newman, Andrew C. Richner, Katherine E. White, Mary Sue Coleman, ex officio.

© 2013 Regents of the University of Michigan | A non-discriminatory, affirmative action employer.

MC 130132