Content
Graphics Standards
Updated December 1, 2004
MSU Board of Trustees resolution
Be it resolved the Trustee Policy Committee recommends the Board of Trustees endorse the existing MSU logotype/wordmark and the Block S as the official institution-wide graphic symbols and Pantone Matching System Color 341 as the official Spartan Green, and hereby directs the administration to implement a graphic standards system. Approved by the MSU Board of Trustees on October 24, 1997.
Why a graphic identity system?
Michigan State University is a complex organization serving a variety of audiences. To communicate successfully, the university must convey a coherent image as an educational institution committed to excellence in all its endeavors. A graphic identity system manages that relationship visually. It's a signal that all parts of the university are committed to a common mission. Whatever the medium— publications, advertising, signage, video productions, letterhead or business cards—layout, color and typography are orchestrated to convey a unified “signature.” These graphic standards guidelines present the strategy for managing the university’s graphic identity system.
The Logotype
Description
The words “Michigan State University,” a registered trademark, are represented graphically in a logotype that comprises electronically produced letterforms in the Arrow typeface. The distribution of space between the letterforms in the logotype has been carefully manipulated to establish a consistent rhythm. The logotype is intended to emphasize “Michigan State,” the two words that distinguish this university from others. The words “Michigan State” always appear above and are separated by a bar from the word “University,” which is 33 percent smaller in size. It is difficult to recreate a correctly spaced logotype. To acquire electronic versions of the logotype, call Marketing and Creative Services at 355-7505.
Use
The logotype may be used in either of two versions: a positive, shown here with black letters and bar, or a reverse shown below with white letters and bar in a black block. The logotype may not be commingled with other marks. It may not be altered in any way except to be enlarged or reduced proportionally. The typeface may not be changed; the size and spacing of individual elements may not be changed. The logotype may not be adorned with boxes, bars, rules or other embellishments.
Official logotype: positive version
Official logotype: reversed version
Some examples of unacceptable logotype use
Unacceptable: Do not distort the proportions.
Unacceptable: Do not change the typeface.
Unacceptable: Do not alter the proportions of the box.
Unacceptable: Do not use lower case letters.
Unacceptable: Do not add drop shadow or other embellishments.
Unacceptable: Do not enclose the positive version in a box.
The block "S"
Description
MSU’s block “S,” a registered trademark, is vertical in stature and contains subtle graphic styling that makes it unique among similar letterforms. There are two distinctive graphic characteristics of the block “S”: the white space within the body is smaller on the top than on the bottom, and the corner cuts are deeper on the top than on the bottom. Because of this custom graphic treatment, it's difficult to convey a verbal or mechanical blueprint for construction of the block “S.” To acquire an electronic version of the block “S,” call Marketing and Creative Services at 355-7505.
Use
The block “S” may be used in either of two versions: a positive, shown here in black, or a reverse, in which a white letterform appears on a continuous dark field or background. The block “S” may not be commingled with other marks. It may not be altered in any way except to be enlarged or reduced proportionally. It may not be contained within other graphic devices. The block “S” may not be used as a replacement letterform in any name or word.
Some examples of unacceptable block "S" use
Unacceptable: Do not outline the block “S.”
Unacceptable: Do not add drop shadow or other embellishments.
Unacceptable: Do not commingle with any other graphics.
Unacceptable: Do not place type within the block “S.”
Unacceptable: Do not use the block “S” as a replacement letterform.
Unacceptable: Do not enclose in oval or other shapes.
University colors
MSU’s colors are green and white. The official green is the dark green color represented by the Pantone Matching System ink color 341 (PMS 341). For a color swatch, call Marketing and Creative Services at 355-7505.
Other graphic marks
The logotype and the block “S” are the MSU marks available for use by all units of the university. The official seal of the university, which features Old College Hall, is reserved for use by the MSU Board of Trustees and university officers. An individual university unit may have a graphic mark developed for its use. A unit mark can't contain the university name (Michigan State University, Michigan State, MSU, etc.) subservient to the unit name. Unit graphic marks should be recorded with Marketing and Creative Services at 355-7505. Keeping a record of all unit marks will enable a search of existing marks. As new marks are developed, similarities and duplications can be minimized.
University publications
The university logotype must appear on all publications representing any part of MSU. It must be the dominant graphic mark, and it may not be commingled with other graphic marks. Traditionally, the university’s affirmative action statement appears on all printed material. The form is: MSU is an affirmative-action, equal-opportunity institution.