Temple Times Online Edition
    MARCH 3, 2005
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Temple adopts new graphic identity

This spring, Temple is unveiling a new logo.

Don’t worry, the “T” stays.

The new logo, which combines the familiar Temple T symbol with a more contemporary presentation of the words “Temple University” is part of a comprehensive, institution-wide graphic identity system being adopted by the University. Rollout of the logo system is expected to be completed by July 1.

“As Temple’s stature and visibility rise, our logo must stand for all that Temple is and aspires to be,” President David Adamany said. “We have to make the most of each individual impression.

Our new graphic identity standards will help us capitalize on the tremendous reputation associated with our name and the Temple T.”

All Temple schools and colleges — as well as administrative divisions reporting to a vice president — will receive new signatures for use in publications, Web sites and stationery. Each signature is derived from the new University logo to foster the sense of a family resemblance.

“Although our new logo is powerful, its effect will be diminished if we are not consistent in its use,” Adamany said. “We must portray ourselves to applicants, students, alumni, scholars, the community and the rest of world in a way that associates all of Temple’s parts with its whole.”

The need for an overhaul of the University’s graphic identity should be clear to anyone who has compared publications, stationery or Web pages produced for different Temple academic and administrative units.

“Basically, it’s chaos,” said Temple’s chief communications officer, Mark Eyerly, who led the push for a new logo system. “Units have created their own looks and logos, and each unit’s logo has little relationship to others’. Some use the word ‘Temple’; others don’t. Some use our cherry-and-white color scheme, others don’t. The Temple T often appears alone, not taking advantage of the associations with the Temple name or the word ‘university.’ Even worse, the Temple T — a symbol admired and envied by other institutions and the source of our brand equity — is often distorted, covered up by other elements or reproduced in odd colors.”

Eyerly realizes that some academic and administrative units may be uncomfortable with a new system that obligates them to give up beloved in-house logos in favor of standardized signatures.

“People need to remember that this is not an exercise in creativity, it’s an exercise in relationship expression,” Eyerly said.

Last year, Temple hired the Philadelphia communications firm Steege/Thomson Communications to analyze the University’s use — and misuse — of the logo. They interviewed leaders at other institutions to learn best practices and then created several logo options, including the logo system that was selected by Temple.

By January, the new logo began to appear in a few select University-designed publications and Web sites.

An interim redesign of the Temple Web site’s home page incorporating the new logo will debut over the spring break.

An electronic version of the new Temple University Graphic Identity Standards manual and a PowerPoint template designed to conform to new logo system standards are available at www.temple.edu/publications. With a Temple user name and password, you will be able to download new signatures for schools, colleges and select academic and administrative units.

Office administrators will be able to order new letterhead, envelopes, business cards and other printed stationery using their unit’s new signature by the end of March. Eventually, electronic letterhead with the new signatures will be available on the Web.

To help users learn about the new guidelines and the stationery ordering process, the Publications Office and the Purchasing Department will offer a series of training sessions, “Embracing Temple’s New Logo System,” in April.

For more details and a primer on logo usage, see below.

By Hillel J. Hoffman

Temple’s new logo system: A primer

Is there a manual outlining the rules of the new logo system?
Yes. Download a copy of the Temple University Graphic Identity Standards manual at www.temple.edu/publications.

Is it OK to use the Temple T alone?
Only for extremely large or small presentations, such as buildings, banners, pens or rings.

What’s that font in the new logo?
The words in the new Temple logo and the signatures of schools, colleges and select administrative units are set in Goudy and Goudy SC. Supporting typography on printed stationery is set in Frutiger.

I noticed there are two main University logos — one horizontal and one vertical. May I use either one?
The horizontal version is always preferred.

What color is the logo?

The logo’s colors are Temple cherry red (PMS 200), black and white. Do not reproduce the logo in any colors not specified in the Temple University Graphic Identity Standards manual.

What about the Temple seal — the circle with the Greek temple?
The University seal should be reserved for official and ceremonial uses such as diplomas and awards.

And the Temple owl?
The owl is used primarily by the Office of Intercollegiate Athletics for sports events and merchandising. It shouldn’t be used — or abstracted for use — in place of Temple’s primary logo.

Any other rules to know about?
Plenty, but here are a few additional basics. Use the logo and signatures on the cover of printed materials published by the University. Try to put it at the bottom of publications and ads. The logo should be prominent, but it shouldn’t overpower your message. Keep plenty of space around the logo. When in doubt, consult the manual or contact the Office of Publications at 204-1367 or pubs@temple.edu.

Are there exceptions to these rules?
Very few.

How can I get an electronic version of the new Temple logos or signatures?
If you have a Temple user name and password, you can download logos and signatures at www.temple.edu/publications. If you don’t see your unit’s signature there, contact the Office of Publications at 204-1367 or pubs@temple.edu. (Remember, many units, including academic departments, don’t have signatures.) Do not, under any circumstances, re-create, retype or alter any Temple logo, signature or wordmark.

What do I need to know about using the new logo or signatures on the Web?
Use the new logo or signatures in the upper-left portion of Temple Web sites. If you have trouble with the electronic version of a logo or signature — for example, if you need a signature resized for Web use — contact Computer Services at webhelp@temple.edu.

Do Temple’s research centers or institutes have their own new signatures?
Some do, but only for use in publications, posters and Web sites — not for stationery.

When should I use the primary Temple logo?
It should go on brochures and ads that are directed to outside audiences who don’t need to know our institutional substructure. In general, if you’re uncertain which logo or signature is best to use, the primary University logo is a good choice.

If I commission a printed publication from the Office of Publications, will it conform to the new graphic identity standards?

Does the adoption of the new logo system mean that I can’t work with outside vendors on publications?
No, but any publication created by outside vendors must be reviewed by the Office of Publications — contact the office at 204-1367 or pubs@temple.edu.

How can I order printed stationery with a new signature?
Office administrators will be able to order new letterhead, envelopes, business cards and other printed stationery from Temple’s contracted vendor by the end of March at www.temple. edu/purchasing (click on “TUPRINTING.EDU” — you must have a Temple user name and password). Printed stationery must be ordered online, and orders should be made by July 1.

What about our old printed stationery?
Don’t throw it away. Keep using it, but remember to order new printed stationery by July 1.

Where can I find electronic letterhead?
Electronic letterhead eventually will be available on the Web. Until then, please don’t make your own.

I need help working with the new logo system or ordering stationery. Any advice?
Sign up for one of the “Embracing Temple’s New Logo System” training sessions on April 18, 19 and 26 in Kiva Auditorium. Representatives from the offices of Publications and Purchasing will be on hand. To register, visit Human Resources’ online registration site, http://atlas.ocis. temple.edu/hr.