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• Secondary brands

Visual Identity Guidelines

Secondary brands

Preserving the effectiveness of the McMaster brand is essential. For this reason, the adoption of secondary brands is limited. A secondary brand is any visual identity developed to represent a unit, service or program. Approved secondary brands may be used as directed with the McMaster brand. All secondary logos must be approved for use through the process outlined below.

Use of secondary brands

• Positioning of secondary brands must be in addition to the McMaster University brand
• Both brands must be produced in full-colour on letterhead, business cards and websites
• Both identities must be consistent in colour on envelopes and other stationery e.g. both full-colour or both one-colour
• One-colour versions of both identities may be used on other print materials
• Both logos must be of equal size and proportion
• The positioning of both brands must follow approved guidelines for layout and design on letterhead, business cards and marketing materials

 

Note: Co-branding of stationery for use by employees jointly involved with McMaster University and Hamilton Health Sciences (HHS) is also approved for use under separate guidelines maintained by HHS.

 

ELIGIBLE		NOT ELIGIBLE
University approved Schools		Faculties
Examples: DeGroote School of Business Michael G. DeGroote School of Medicine School of the Arts		may use the McMaster brand alone or in conjunction with the Faculty name as outlined in the visual identity guidelines The one exception permits the continued use of the Faculty of Engineering Fireball logo, which has already been approved as a secondary logo.
University approved Institutes		Academic Departments
Examples: Brockhouse Institute for Materials Research Institute on Globalization and the Human Condition Institute for Molecular Biology and Biotechnology (MOBIX)		may use the McMaster brand alone or in conjunction with the Faculty name as outlined in the visual identity guidelines.
University approved Centres		Administrative/Non-Academic Departments
University approved Centres or other units/divisions that are similar in structure to Schools or Institutes and provide an umbrella for related units within them.		must use the McMaster brand; or may incorporate the department name with the McMaster brand in the same format as the Faculty versions of the logo e.g., Student Affairs. units within administrative/non-academic departments may not use their names in conjunction with the logo e.g. Student Services
		Laboratories
		must use the McMaster brand alone or in conjunction with the Faculty name as outlined in the visual identity guidelines

 

Letterhead

On official letterhead, positioning of two identities includes the McMaster University brand in the top left corner and the secondary brand in the bottom left corner. Both brands are in full-colour and are positioned equal distance from the edge of the paper and are of equal proportion. All contact information follows the format of McMaster University letterhead with the information in a grid across the top of the page in black ink.

 

 

Business Cards

Positioning of two brand identities includes the McMaster University brand in the top left corner and the secondary brand in the bottom left corner. Both brands are in full-colour and are positioned equal distance from the edge of the card and are of equal proportion. All contact information is positioned on the right side of the card as per the McMaster University stationery guidelines outlined within this document. All business cards will use the horizontal format only.

 

 

Co-branding marketing items

Marketing and promotional items may be produced with approved co-brands.

• The two identities must appear in equal size and proportion.
• They must be consistent in colour e.g. both full colour or both one-colour versions of he approved logos.
• The logos may, but do not have to be positioned together. Positioning may be determined as what is most appropriate for the item.

 

Secondary logo approval process

All secondary logo requests must be submitted to the Office of Public Relations, attention Gord Arbeau, Associate Director Public Relations
at 905-525-9140 ext. 27305 or email arbeaug@mcmaster.ca. Requests will be forwarded for approval to the President and Vice-Presidents’ group (PVP). Logos not approved through this process may not be used on University materials of any kind.

All approved secondary brands must always be used in addition to the McMaster brand as outlined in the visual identity guidelines.

 

Secondary logo design

It is important to maintain standards for the quality of secondary logos to ensure that they:

• are high design quality
• are professional in appearance
• represent the school, institute, etc., appropriately
• complement the McMaster University brand, and
• can be reproduced effectively

 

To ensure quality logo artwork is created consistently for secondary brands, the Office of Public Relations will provide a list of graphic design suppliers who are experienced in this area. The suppliers are familiar with the University’s visual identity guidelines to know how secondary logos can be used to complement the McMaster brand.