BRAND GUIDELINES

September 2022
September 2022

Table of Contents
Introduction 3 Branded templates and quick guides 45
Our logo 4 A. Digital templates
Logo identifiers 11 PowerPoint templates 46
Colours 19 Report cover and quick guide 47
Typography 25 Email header templates
(evites and e-newsletters) and quick guide 50
Imagery 31
Stationery 37 Social media graphics and quick guide 52
Stationery 38 On-campus digital screens and quick guide 54
Letterhead 39 B. Print templates
Business cards (single-sided) 40 Poster templates and quick guide 56
Business cards (double-sided) 41 Pop-up banners and quick guide 58
Email signatures 42 Graphic device guidelines 60
Microsoft Teams UM logo profile avatar 42 Fleet guidelines 63
Social media profile avatars 43

NOTE: All branded template and element downloads are available on the UM brand intranet page, with the exception of the UM logo and logo variations.
UM logo downloads can be found on the external umanitoba.ca/brand page.
NOTE: All new brand templates and elements created after July 2022 will be added to the UM brand intranet only.
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September 2022

Brand guidelines
We all have stories to tell: stories that amplify our identifies
and share our strengths, values and priorities. Universities
are no different. At the University of Manitoba, we are all a
part of a story too. Our visual identity – the look and feel of
the materials we produce – provides us with a recognizable
vehicle to express ourselves and connect us with our
Questions?
community.
Please direct any questions Our identity – our brand – reflects our many stakeholders and was informed by the feedback of
regarding these guidelines to: thousands of students, parents, alumni, faculty and staff through an extensive consultation process.
Marketing Communications Office Our identity guides our path – our direction into the future. Our identity represents who we are, and
University of Manitoba who we aspire to be.
204 474 8346 We are a globally recognized institution with a reputation for producing leaders whose impact is felt
[email protected] throughout Manitoba and beyond. We sit at the centre of Canada, uniquely positioned to lead across
many areas of discovery. We are building pathways and bridges for Reconciliation with Indigenous
students, faculty, staff and community. We are at the forefront of climate change research. We make
breakthroughs in global population health. We are committed to advancing human rights.
The University of Manitoba is committed
Every communications piece we create is an opportunity to build our reputation and to share our
to promoting and supporting a community
story. When we create marketing and communications materials featuring our identity, it is essential
that embraces accessibility. Throughout
that the visual elements be used consistently to build recognition of our brand, while maintaining the
this document, notes on meeting
integrity of our reputation.
accessibility guidelines within marketing
and communications materials As a communicator for the university, your visual and written storytelling efforts are vital to the
are denoted with an eye icon. successful implementation of our identity. This means understanding the key design elements inside
and out. Using these guidelines, you’ll be equipped to help the University of Manitoba stand proudly
apart from other institutions. This guide is intended to inspire alignment across communications as
we showcase all that we have to offer.

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Our logo
Our logo is the key element of our visual brand that makes the
University of Manitoba uniquely recognizable.
While the logo embodies the insight and perspectives of
thousands of people from across the country and around the
world – it is only a symbol. It is up to us to instill this symbol
with meaning through our actions and our communications.
Nothing identifies a communications piece as belonging to the
University of Manitoba more than our logo. It is essential that
its integrity is maintained in everything we create

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September 2022

The University of Manitoba logo

Our logo reflects symbols of what we aspire to be. These Within a prairie landscape, a flame burns bright, referencing
symbols depart from convention, while also maintaining our commitment to Reconciliation. Indigenous design principles
tradition. are embodied in the University of Manitoba logo.
The bison, a key element in our logo, is an important symbol of Outlined below are the various aspects of our logo, their
the University of Manitoba and the Province of Manitoba – and meanings and their inspiration.
connects us to our past. The bison takes centre stage, moving
forward on a rising path.

The bison The sky

The bison is our core symbol, representing Powerful graphic elements evoke both
strength, leadership and determination. the sky and the Northern Lights, and
The bison walks uphill, into the wind, represent learning, knowledge and
toward the future. progress.

The path The flame

The white space around the bison, framed A flame burns bright in the prairie
by the Earth and the sky, depicts a path. landscape, recognizing our commitment
This represents the idea that all can find to Reconciliation.
their path at the University of Manitoba.

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September 2022

The University of Manitoba logo

The University of Manitoba logo is made up of two elements – NOTE: Always use digital files supplied
the shield graphic and the wordmark. by the Marketing Communications Office.
There are two versions of the logo. Do not attempt to reset the wordmark
1. Horizontal version or build another configuration.
2. Vertical version
The UM logo wordmark font is Ardina

Shield graphic Wordmark Vertical version

Horizontal version

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September 2022

Logo clear space/Minimum size

Clear space
A sufficient amount of clear space around the
logo preserves its impact and integrity.
This space must be maintained at all times.
The clear space is determined by the x-height
of lowercase letters in “University.”

Minimum size
The minimum allowable size of the logo has been
reached when the height of the logo is 0.5 inches.
Note: There may be rare occasions such as
merchandise (pens, etc.) that require the
logo to be smaller. Please consult with the
Marketing Communications Office in these instances.
Clear space

Minimum size
0.5 inch

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September 2022

Horizontal logo versions NOTE: The UM logo and logo variations can be downloaded from the
external UM brand page: umanitoba.ca/about-um/brand
There are several versions of the University of Manitoba horizontal
logo. The table below will help to determine which one to use
and how to apply it. These rules apply to all official versions of the
University of Manitoba horizontal logo.

Full colour (CMYK) Spot colour Black and white

The full colour logo is the preferred version and should be This version of the logo uses Pantone spot colours. This is the preferred black and white version, for use on
used wherever possible. When a print piece is produced It should be reserved for instances where spot colour light backgrounds. As a general rule, it should not be used
in colour, use the full colour (CMYK) logo. Always use on a printing is taking place. Always use on a white or very on a full colour piece except where there may be concerns
white or very light background. light background. about registration.

Full colour (CMYK) reverse Spot colour reverse Reverse

This version of the logo may be printed on any solid This version of the logo uses Pantone spot colours. Use this version when there is a need for the logo
colour, texture or photographic background that provides It should be reserved for instances where spot colour to be reversed to maximize legibility. This version of
sufficient contrast for clarity and legibility. printing is taking place. It may be printed on any solid the logo may be printed on any solid colour, texture
colour, texture or photographic background that provides or photographic background that provides sufficient
sufficient contrast for clarity and legibility. contrast for clarity and legibility.

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Incorrect uses
The examples on this page illustrate how the logo Although only one version of the logo is used in these NOTE: Always use digital files supplied
should not be used. illustrations, all of the official versions are subject to by the Marketing Communications Office.
these parameters.
Misuse undermines the University’s effort to present Do not attempt to reset the wordmark
a strong and unified image, and will alter the perception or build another configuration.
and meaning of the logo itself.

Added elements Distortion Added effects

The logo should not be encumbered by other visual The logo should not be subject to distortion or manipulation The logo should never be reproduced in any other colours
elements. Avoid the use of any copy, slogans, symbols (i.e. slanting, stretching, twisting or curving). other than the official colours. Nor should special effects
or images overlapping or aligned with the logo. be applied to the logo.

Coloured backgrounds Distracting backgrounds Altered configurations

As a general rule, the logo should be placed on a The logo should never be placed on backgrounds Only approved configurations of the logo should be used.
neutral or photographic background that provides that distract or overpower. Never reconfigure or alter the typography or shield graphic
enough contrast. in any way.
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September 2022

The URL

UMANITOBA.CA
Uppercase is the preferred case for the University’s URL.
Use the Trade Gothic Next Bold font at no less than 7.5
points in size.
When applying the URL below the logo, always respect This frame
the logo’s clear space. illustrates
These examples illustrate the URL’s size in relation a small
IMAGE, IMAGE,
to the logo, when applied near the logo. vertical
HEADLINE, HEADLINE,
print ad
The URL should not dominate the logo. It should, AND COPY AND COPY
however, be highly legible in all applications. AREA AREA

This frame illustrates an

8.5" x 11" page

This frame illustrates a large

UMANITOBA.CA
horizontal print ad

IMAGE,
HEADLINE,
AND COPY
AREA

UMANITOBA.CA
UMANITOBA.CA

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September 2022

Logo identifiers
Part of creating and maintaining a unified brand is ensuring a
consistent look and feel. That’s why many faculties, units and
divisions have their own identifiers that align with UM’s core logo.
The use of UM’s core logo alongside each faculty, administrative
unit and division’s wordmark extension creates visual
consistency across all communications.

The faculty, administrative unit and division names have been

designed to reflect a high level of prominence within the visual
identity structure. To achieve this, the University of Manitoba is
represented by using UM in the identifier.

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September 2022

Faculty identifiers
UM version:
The UM faculty identifiers are comprised of two elements –
the UM version of the logo and the faculty name.
This is the primary version of the faculty identifier.
This version gives the faculty prominence within the
visual identity structure.
All usage and print guidelines that apply to the
institutional logo also apply to faculty identifiers.
Faculty and administrative units with proper names that Horizontal faculty identifier left – UM version
include an ampersand (&) should also use “&” in their
identifier. Faculty and administrative unit names that
include the word “and” have the option of using “&” in their
identifier. Avoid using any other symbols other than “&” to
represent “and.”
To provide flexibility for a variety of applications
and design considerations there are three configurations
for the UM version.
They are:
• Horizontal faculty identifier left
• Horizontal faculty identifier right Horizontal faculty identifier right – UM version
• Vertical faculty identifier
The minimum clear space around the faculty identifier is
equal to the height of the letter “F” in “Faculty.” No word or
image may be placed closer to the logo than this distance.

Vertical faculty identifier – UM version

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September 2022

Horizontal faculty identifiers – UM version

The examples below show additional instances of the
UM version of the ‘horizontal faculty identifier right’
and the ‘horizontal faculty identifier left’ configurations.

UM version – horizontal faculty identifier right UM version – horizontal faculty identifier left

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September 2022

Vertical faculty identifiers – UM version

The examples below show the UM version
of the vertical faculty identifiers.

UM version – vertical faculty identifier

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September 2022

Faculty identifiers
Full wordmark version:
A full wordmark version has also been developed for the
faculty identifiers. This version should be used when it is
important that both the institutional and faculty names
are represented.
All usage and print guidelines that apply to the institutional
logo also apply to faculty identifiers. Horizontal faculty identifier left – Full wordmark version
Faculty and administrative units with proper names that
include an ampersand (&) should also use “&” in their
identifier. Faculty and administrative unit names that
include the word “and” have the option of using “&” in their
identifier. Avoid using any other symbols other than “&” to
represent “and.”
Similar to the UM version, there are three configurations
for the full logo version.
They are:
• Horizontal faculty identifier left
• Horizontal faculty identifier right
Horizontal faculty identifier right – Full wordmark version
• Vertical faculty identifier
The minimum clear space around the faculty identifier is
also the same. It is equal to the height of the letter “F” in
“Faculty.” No word or image may be placed closer to the
logo than this distance.

Vertical faculty identifier – Full wordmark version

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September 2022

Horizontal faculty identifiers – Full wordmark version

The examples below illustrate additional iterations of the full
wordmark version of the ‘horizontal faculty identifier right’
and the ‘horizontal faculty identifier left’ configurations.
When the faculty name must go on two lines, the point size
is adjusted accordingly. This ensures the same visual weight
is applied to all faculty identifiers.

Full wordmark version – horizontal faculty identifier right Full wordmark version – horizontal faculty identifier left

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Vertical faculty identifiers – Full wordmark version

The examples below show the full wordmark version
of the vertical faculty identifiers.

Full wordmark version – vertical faculty identifier

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September 2022

Administrative unit and divisional identifiers

Administrative units and divisions also follow the same
configurations and rules as the faculty identifiers.
The examples below illustrate instances of the divisional
and administrative identifiers. These versions are available
from the Marketing Communications Office.

UM version – horizontal unit identifier right Full wordmark version – horizontal unit identifier right

UM version – horizontal unit identifier left Full wordmark version – horizontal unit identifier left

UM version – vertical unit identifier Full wordmark version – vertical unit identifier

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September 2022

Colours
Colour is a crucial element of any brand. Colour evokes
emotion, increases recognition and creates consistency
across communications. For instance, the University of
Manitoba’s traditional use of brown and gold have become
iconic identifiers for our brand. We have built equity in these
colours and they are inextricably linked to our institution.
Two blue tones complement the brown and gold colours in our
primary colour palette, allowing us to modernize our identity
while honouring what we’re known for.
Our primary colour palette also allows for a broader use of
our extended colour palette. These extended colours give
designers more creative freedom to create visually interesting
materials.
This section outlines everything you need to know about
what colours to use and also includes notes on meeting
accessibility guidelines.

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September 2022

Primary colour palette

The University of Manitoba colour palette is comprised Primary palette colour breaks
of a primary palette and a secondary extended palette.
The primary palette consists of the colours that make up
the UM visual identity. They are PMS 4625 brown,
PMS 130 gold, PMS 7684 medium blue and PMS 299
light blue. These are the core colours of the brand and
should dominate all colour applications.

PMS: 4625 C PMS: 130 C

Color Bridge: 4625 CP Color Bridge: 130 CP

Print (4 C Process) C:30 M:72 Y:74 K:80 Print (4 C Process) C:0 M:32 Y:100 K:0
HEX: 4F2C1D RGB: R:79 G:44 B:29 HEX: F2A900 RGB: R:242 G:169 B:0

PMS: 7684 C PMS: 299 C

NOTE: When converting Pantone colours,
Color Bridge: 7684 CP Color Bridge: 299 CP
always use the official CMYK values for print
and RGB or HEX values for web found on Print (4 C Process) C: 90 M:64 Y:0 K:0 Print (4 C Process) C: 86 M:8 Y:0 K:0
the Pantone website. HEX: 385E9D RGB: R:56 G:94 B:157 HEX: 00A3E0 RGB: R:0 G:163 B:224
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September 2022

Extended colour palette

The extended colour palette complements Extended colour palette
UM’s primary palette, while offering
range and flexibility for faculties and units.
Please refer to pages 23 and 24 for notes
on accessible use of colour.

PMS: 2627 C PMS: 294 C PMS: 2199 C PMS: 542 C PMS: 430 C
Color Bridge: 2627 CP Color Bridge: 294 CP Color Bridge: 2199 CP Color Bridge: 542 CP Color Bridge: 430 CP

PMS: 560 C PMS: 562 C PMS: 3268 C PMS: 3255 C PMS: 416 C
Color Bridge: 560 CP Color Bridge: 562 CP Color Bridge: 3268 CP Color Bridge: 3255 CP Color Bridge: 416 CP

PMS: 158 C PMS: 129 C PMS: Warm Gray 9 C

Color Bridge: 158 CP Color Bridge: 129 CP Color Bridge:
Note: PMS stands for Pantone Matching System. Warm Gray 9 CP
The Pantone® name is known worldwide as the
standard language for colour.
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September 2022

Extended palette colour breaks

PMS: 4625 C Print (4 C Process) C: 30 M:72 Y:74 K:80 PMS: 2627 C Print (4 C Process) C: 85 M:100 Y:6 K:38
Color Bridge: 4625 CP HEX: 4F2C1D RGB: R:79 G:44 B:29 Color Bridge: 2627 CP HEX: 3C1053 RGB: R:60 G:16 B:83

PMS: 130 C Print (4 C Process) C: 0 M:32 Y:100 K:0 PMS: 294 C Print (4 C Process) C: 100 M:69 Y:7 K:30
Color Bridge: 130 CP HEX: F2A900 RGB: R:242 G:169 B:0 Color Bridge: 294 CP HEX: 002F6C RGB: R:0 G:47 B:108

PMS: 7684 C Print (4 C Process) C: 90 M:64 Y:0 K:0 PMS: 2199 C Print (4 C Process) C: 77 M:0 Y:16 K:0
Color Bridge: 7684 CP HEX: 385E9D RGB: R:56 G:94 B:157 Color Bridge: 2199 CP HEX: 00BBDC RGB: R:0 G:187 B:220

PMS: 299 C Print (4 C Process) C: 86 M:8 Y:0 K:0 PMS: 542 C Print (4 C Process) C: 60 M:19 Y:1 K:4
Color Bridge: 299 CP HEX: 00A3E0 RGB: R:0 G:163 B:224 Color Bridge: 542 CP HEX: 7BAFD4 RGB: R:123 G:175 B:212

PMS: 158 C Print (4 C Process) C: 0 M:62 Y:95 K:0 PMS: 560 C Print (4 C Process) C: 79 M:30 Y:63 K:80
Color Bridge: 158 CP HEX: E87722 RGB: R:232 G:119 B:34 Color Bridge: 560 CP HEX: 1D3C34 RGB: R:29 G:60 B:52

PMS: 129 C Print (4 C Process) C: 0 M:11 Y:78 K:0 PMS: 562 C Print (4 C Process) C: 86 M:12 Y:53 K:36
Color Bridge: 129 CP HEX: F3D03E RGB: R:243 G:208 B:62 Color Bridge: 562 CP HEX: 006F62 RGB: R:0 G:111 B:98

PMS: Warm Gray 9 C Print (4 C Process) C: 23 M:32 Y:34 K:51 PMS: 3268 C Print (4 C Process) C: 86 M:0 Y:53 K:0
Color Bridge: Warm Gray 9 CP HEX: 83786F RGB: R:131 G:120 B:111 Color Bridge: 3268 CP HEX: 00AB8E RGB: R:0 G:171 B:142

PMS: 416 C Print (4 C Process) C: 28 M:18 Y:29 K:51 PMS: 3255 C Print (4 C Process) C: 48 M:0 Y:25 K:0
Color Bridge: 416 CP HEX: 7E7F74 RGB: R:126 G:127 B:116 Color Bridge: 3255 CP HEX: 2CD5C4 RGB: R: 44 G:213 B:196

PMS: 430 C Print (4 C Process) C: 33 M:18 Y:13 K:40 Note: For more information on accessible web color contrast levels
Color Bridge: 430 CP HEX: 7C878E RGB: R:124 G:135 B:142 please refer to: webaim.org.

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September 2022

Accessible use of colour

The following examples are colours from our extended (WCAG) 2.0 has three levels of accessibility:
palette that have been tested using a colour contrast A, AA and AAA. For more information on accessible web color contrast
checker. levels please refer to: webaim.org
• Level AA requires a contrast ratio of 4.5:1
Remember that the colours shown here do not represent for normal text, and 3:1 for large text.
the only colours from the UM palette that will meet
• Level AAA requires a contrast ratio of 7:1
accessibility guidelines. The colours have been selected
for normal text and 4.5:1 for large text.
in consideration of the contrast ratio between the
foreground and background. Note: Large text is defined as 14 point bold or larger
and 18 point regular or larger.
The internationally accepted standard for websites – World
Wide Web Consortium Web Content Accessibility Guidelines

PMS: 4625 C PMS: 2627 C AAA for normal and large text on white
AAA for normal and large text on white
HEX: 4F2C1D HEX: 3C1053 AA for normal and large text on white
AA for normal and large text on white

PMS: 430 C PMS: 294 C AAA for normal and large text on white
HEX: 7C878E AA large text on white HEX: 002F6C AA for normal and large text on white

PMS: Warm Gray 9 C PMS: 7684 C AAA for large text on white
HEX: 83786F AA large text on white HEX: 385E9D AA for normal and large text on white

PMS: 416 C PMS: 560 C AAA for normal and large text on white
AA large text on white
HEX: 7E7F74 HEX: 1D3C34 AA for normal and large text on white

PMS: 562 C AAA for large text on white PMS: 4625 C AAA for large text on PMS 130 gold
HEX: 006F62 AA for normal and large text on white HEX: 4F2C1D AA for normal and large text on PMS 130 gold

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September 2022

Accessible use of colour

It is important that visuals and content are presented in a High contrast Low contrast (insufficient)
manner that all users can perceive and understand.
This is an example of a foreground/background colour This is an example of a foreground/background colour
Colour is only one way to create emphasis or hierarchy in combination that is high contrast and easy combination that is low contrast and hard to read
print and digital communications. In addition, use size, to read. at both headline and body copy sizes.
shape, font weight or placement. Remember, not everyone
will be able to differentiate by colour alone.
Colours without enough difference between them can blend
together and be hard to read, therefore the right amount of
contrast between foreground and background elements is
essential. Accessibility guidelines must also be considered

Aa Aa
for colour vision deficiency.
Also consider your choice of paper stock. Matte or
non-glossy finishes reduce glare and increase readability.

Aa Aa

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September 2022

Typography
Typography is as valuable as colour and photography
in establishing a brand’s look and feel. Its ability to affect
communication can seem subtle, but is powerful. It flavours the
voice and adds nuance to the message.
You can contribute to a cohesive representation of the
University by using typography consistently. This section
outlines which fonts to use on print and digital materials,
and also includes notes on meeting accessibility guidelines.

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September 2022

Typography for print

Official typefaces Trade Gothic Next Trade Gothic Next Condensed
The official University of Manitoba typefaces, or fonts, Trade Gothic Next is the primary brand font for everyday abcdefghijklmnopqrstuvwxyz
are Trade Gothic Next and Velino Text. communications. It is used for communications ABCDEFGHIJKLMNOPQRSTUVWXYZ
that require a bold and clean look and feel.
Please note that the UM official fonts are all licensed fonts. 1234567890
Trade Gothic Next is offered through Adobe CC.
Velino must be purchased from Dstype.com or Trade Gothic Next Bold Condensed
Trade Gothic Next Light
Myfonts.com.
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Please refer to page 30 for notes
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
on accessible use of typography.
1234567890 1234567890
For directions on how to access
Trade Gothic Next through Adobe CC visit
Trade Gothic Next Heavy Condensed
https://helpx.adobe.com/ca/fonts/kb/ Trade Gothic Next Regular
troubleshoot-font-activation.html abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
Trade Gothic Next Compressed
Trade Gothic Next Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
1234567890
Trade Gothic Next Bold Compressed
Trade Gothic Next Heavy
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
1234567890
Trade Gothic Next Heavy Compressed
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

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Typography for print

Official typefaces (continued) Velino Text
There may be instances when special display fonts, Velino Text is used as a complement to Trade Gothic Next.
other than those listed here, are acceptable. If you It can be used in cases where the voice of the messaging
have questions regarding typography, please contact lends itself to an elegant and classic visual treatment.
the Marketing Communications Office.
Please refer to page 30 for notes
Velino Text Light
on accessible use of typography.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Velino Text Book
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Velino Text Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Velino Text Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Velino Text Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

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Typography for print

Alternate typefaces Arial Times New Roman
When working on desktop publishing or word processing, When Trade Gothic Next is not available, use Arial. When Velino Text is not available, use Times New Roman.
Trade Gothic Next and Velino Text may not be available.
In that case, we recommend Times New Roman and
Arial as alternates.
Please refer to page 30 for notes
Arial Regular Times New Roman Regular
abcdefghijklmnopqrstuvwxyz
on accessible use of typography.
abcdefghijklmnopqrstuvwxyz
Arial Italic Times New Roman Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Times New Roman Bold
Arial Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Times New Roman Bold Italic
Arial Bold Italic
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

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Typography for digital

All UM web pages should follow the stylesheet-defined font Please refer to page 30 for notes
stack as it is included in the web template code. Standards on accessible use of typography.
have been established within these stylesheets that respect
accessibility and design rules.
When creating type-based graphics for the web,
remember to use the official UM fonts (Trade Gothic
Next and Velino Text) and follow accessibility guidelines
regarding colour and type.

umanitoba.ca UM Today News

On the University of Manitoba’s main website, On the University of Manitoba’s news site,
the font stack is as follows: the font stacks are as follows:
Headlines, Body Copy, Menu: Headlines:
Roboto, Helvetica Neue, Arial, sans serif. Proxima Nova Condensed, sans-serif.
The default Roboto is the preferred font. Body copy:
Proxima Nova, sans-serif.
Menu:
Whitney A, Whitney B,
Whitney sans-serif.

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Accessible use of type

It is important that content is presented in a manner On digital platforms, accessible text can be read out loud
where all users can perceive and understand it. by text-to-speech software or translated into Braille.
Images of text are not accessible unless OCR (Optimal
In both print and digital materials, focus on establishing
Character Recognition) is enabled, which can be read
a clear hierarchy through the use of proportionally sized
by adaptive technology.
headlines, subheads and body copy. Also ensure the line
spacing (leading) is not too tight and the space between the
letter forms (kerning) at larger point sizes is not too loose.

Accessibility tips
• Avoid large blocks of text by breaking content into
smaller sections with meaningful headings.
• Limit the number of different fonts and weights
used within any one piece.
• Ensure that the layout is ‘airy’ and uncluttered.
• The use of all caps should be limited to titles
and headlines.
• Avoid the use of italic type for essential information.
• Bolding for emphasis is easier to read than italics
or all caps, however it should be used sparingly.
• Avoid placing text over busy or complex backgrounds.
• For digital platforms, ensure fonts are minimum
12 pixels high.

For information on how to create accessible PDFs, Word documents and more, please refer to the “Creating accessible
documents” section of “umanitoba.ca/student-supports/accessibility#assistance-for-accessibility-at-the-u-of-m”

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September 2022

Imagery
It’s often said that a picture is worth a thousand words.
An image can evoke powerful ideas and emotions
and create recognition – the goal of every brand.
The importance of selecting the right photo to represent
the University of Manitoba cannot be overstated: in fact,
it’s as important as writing a good headline or crafting a
compelling story. If nothing else, people will see the photo.
What story can you tell with a single image?
This section provides direction on how to select and
produce images that convey the look and feel you envision
while providing visual consistency to all UM materials.
The images presented in this section set the standard
for UM photography

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Photography
Group photographs
• The process of learning and discovery is dynamic,
and can be reflected in images that convey
action. Imagery that captures real world scenarios
demonstrate the breadth of the University’s impact.
• An editorial approach can allow you to capture some
amazing moments. These action photos convey a
sense of authenticity that cannot be replicated in a
staged setting.
• In group shots where the goal is to communicate
a sense of community, look for opportunities to
photograph from unique and dynamic angles.
Getting low with the camera gives the viewer the
sense that subjects are in a state of progression,
looking toward their future. Photographs from
above allow the viewer a bird’s eye view of a new
environment, creating a sense of infinite possibility
and a glimpse of life on campus.
• When photographing groups, look for moments
where students and faculty engage and interact in
a spontaneous way. Often, when only one person
among several is highlighted, a unique focal point
is created, drawing the eye into the image.

Photo/video consent forms are available on the

Access & Privacy website.
https://umanitoba.ca/access_and_privacy/photo_consent.html

32
September 2022

Photography
Portraits
• Ideally, subjects are not looking directly at the
camera, except for announcement photographs.
Look for a moment to capture when the subject is
projecting a comfortable and confident demeanor.
• When possible, photograph in an environment that
lends itself to the story you’re trying to tell.
Elements related to what the person does,
their accomplishments or area of study at the
University add layers of meaning and interest.
• Natural lighting often works well. However,
when lighting the subjects, there may be
opportunity to create a sense of drama.
That is achieved by ensuring that there is a
level of contrast and dimension in the way
subjects are lit. Avoid “flat” and uninspiring
lighting scenarios.

33
September 2022

Photography
Environment photographs
• Lighting is everything when photographing
architecture, spaces and places around the campus.
Look for optimal times of day when the sun is
creating the right look and feel you are going for.
• Often, the most desirable light is a low light condition
such as early in the morning or late in the afternoon
closer to dusk. Often referred to as “magic hour” this
time of day creates beautiful shadows and the ideal
depth and dimension to bring the images to life.
• Aim to capture the lively and dynamic nature of life
on campus as well as the “quieter moments” where
students are socializing or studying. Moments when
the campus has student activity and movement can
be balanced with moments of reflection and calm.

34
September 2022

Photography
Things to avoid
Understanding what to avoid often helps.
Refer to the table below when planning a photo session.

• Avoid scenarios that feel unnatural or too formal.

• Avoid clichés and tired scenarios.
• Avoid straight on shots with no interaction
where everyone is looking at camera.

• Avoid scenarios that feel staged or contrived.

• Although smiling is not mandatory,
avoid images that are void of emotion.
• Especially in a storytelling context such as an
advertisement or article, avoid images that
don’t provide enough context.

• Avoid photographing environments with “flat”

soft light that doesn’t provide any depth or
dimension.
• Avoid lifeless and “empty” compositions
that don’t include people.
• To capture a sense of place, architecture should
be photographed wide enough to get a sense of
the surroundings. Avoid tightly cropped photos
unless you’re looking for a beautiful architectural
detail.
35
September 2022

Photography
Checklist
When planning and executing a photo session, there are

Headline area
several things to consider. The following checklist will help
you develop images that communicate with impact.

Have you explored dynamic angles to achieve can go here.

unique perspectives?

Will the active quality of the image help convey

the University’s impact?

Have you captured a spontaneous, authentic

moment of interaction?

Does the subject look natural, confident

and comfortable?

Do the subjects represent the diversity

of our campus community?

Does the environment of your portrait have

context related to the story you’re trying to tell?

Does the lighting create a level of contrast

and dimension that helps achieve a rich look
and feel? One consideration in developing imagery is that ultimately,
the images will need to work in a variety of formats and will
For environmental photos of the campus,
often require adequate space for a headline. Remember to
has the time of day been carefully considered
to achieve optimal lighting?
compose images with large “clean” areas to accommodate
headlines or copy as needed.
Does the composition have enough
“white space” to accommodate copy
of the intended layout?

36
September 2022

Stationery
Standardized stationery, including letterhead, business cards
and envelopes, have been developed for use by all UM faculty
and staff. These templates make it easy to create visual
consistency in both internal and external communications.
Stationery can be ordered through the EPIC purchasing system.

37
September 2022

Stationery
The University of Manitoba stationery system consists
of an 8.5” x 11" letterhead, 2" x 3.5" business card
and envelopes. Electronic letterhead templates are available on the
UM brand intranet site
The stationery templates are designed to create
and maintain order, hierarchy and balance.

The horizontal
To meet indicia
version of the logo Faculty of Agricultural and Food Sciences
66 Dafoe Road and postal
appears on all Winnipeg, Manitoba R3T 2N2

regulations,
pieces, appearing in
all envelope sizes
the top left corner.
should position
An overall minimal,
the University
clean approach
of Manitoba
allows the logo
logo and
to standout while
corresponding
supporting ease
return mailing
of use. Faculty of Engineering
Civil Engineering address in the
Jane Doe T: 204 474 1234
Envelope top left corner.
Associate Professor [email protected]

E1-368A Engineering
Winnipeg, Manitoba R3T 2N2
umanitoba.ca

Business card

Only short, concise information

should be included on business cards.
Unapproved graphics, symbols and
logos are not permitted.
Letterhead
38
September 2022

Letterhead
The sample below outlines design considerations Contact, address information and letter content should
and features of the UM letterhead design. always appear in black type for ultimate contrast. When
possible use Trade Gothic Next for content. Please refer
URLs should be kept short with no more than two forward
to page 30 for notes on accessible use of typography.
slashes included in the address. Where necessary,
a shortened URL, or re-direct, can be created to Letterhead is ordered through the EPIC system,
make the address easier to remember and use. using the Unigraphics catalog.

Pre-printed information will

Faculty and unit names are printed appear in the University’s
in UM brown PMS 4625 C. sans serif font, Trade Gothic Next.

When available, the preferred body

copy font is Trade Gothic Next.
Arial can be used as an alternative.

Faculty and unit URLs are

Approved secondary logos will be positioned printed in PMS 7684 C.
in the bottom left hand corner of the
letterhead template and left aligned with the When writing URLs,
university logo at the top. begin with umanitoba.ca
(www. is no longer required
at the front of the address)

39
September 2022

Business Card
Single-sided cards NOTE: When writing URLs, begin with
Business cards are key touchpoints for a brand. umanitoba.ca (www. is no longer required
Consideration has been given to create a clean, open at the front of the address).
feel, in line with the University of Manitoba’s fresh and
modern brand. Where possible, consider excluding
information that causes unnecessary clutter and
instances where information runs to more than one line.
Business cards are ordered through the EPIC system,
using the Unigraphics catalog.

Faculty of Engineering Asper School of Business

Civil Engineering Supply Chain Management

John Doe Ph.D T: 204 474 1234 John Doe Ph.D T: 204 474 1234 T: 204 474 1234
Associate Professor C: 204 474 1234 Associate Professor C: 204 474 1234 [email protected]
F: 204 474 1234 F: 204 474 1234
[email protected] [email protected]

E1-368A Engineering 181 Freedman Crescent 208 Administration Building

Winnipeg, Manitoba R3T 2N2 Winnipeg, Manitoba R3T 2N2 Winnipeg, Manitoba R3T 2N2
umanitoba.ca/engineering umanitoba.ca/management umanitoba.ca

A Standard version B Approved secondary logo version C Simplified version

If an approved secondary logo is required, it appears in the
bottom left corner of the card.

40
September 2022

Business Card
Doubled-sided cards
Below is an example of a double-sided card.

Rady Faculty of Health Sciences

Max Rady College of Medicine

Jane Doe T: 204 235 1234 Jane Doe T: 204 235 1234
MD, PhD, FRSC C: 204 474 1234 MD, PhD, FRSC C: 204 474 1234
Professor of Pharmacy and F: 204 235 1234 Executive Director of Research F: 204 235 1234
Physiology and Pathophysiology [email protected] [email protected]

432 Basic Medical Sciences Building

745 Bannatyne Avenue 820 Sherbrook Street
umanitoba.ca Winnipeg, Manitoba R3E 0J9 hsc.mb.ca Winnipeg, Manitoba R3A 1R9

A Front B Back

The double-sided business card is available

for those who have a cross-appointment.

41
September 2022

Additional ways the UM logo is used

Email signature

Every email you send is a representation of the UM brand. • Font: Arial Bold for name Name (First, last, and professional
Email signatures should be professional and reflective of and Arial regular or academic title, as appropriate)
who we are as an institution. Follow these guidelines to
University Position Title
ensure your email signature is consistent with the brand. • Size: 12 point University Faculty or Department
University of Manitoba
• Consider including only essential contact
• Colour: Black Mailing Address (Include office location)
information to keep your signature concise.
Phone Number (Fax, cell, toll-free
• The pre-formatted UM logo for email signatures
can be downloaded from the brand resources
numbers optional)
intranet page. Email Address
• The horizontal logo should be the only logo to appear
Web Address (Faculty or departmental
in email signatures (faculty, unit and division names web address acceptable as alternative)
should be expressed in the type above the logo) for One line of clear space
maximum accessibility.

Microsoft Teams UM logo profile avatar

Microsoft Teams UM logo profile avatars are available
A UM logo Microsoft Teams profile avatar is available for to download from the UM brand intranet site.
use on your Teams/SharePoint profile. The vertical version
of the University of Manitoba logo provides the best option
for this space.

42
September 2022

Social media profile avatars

Social media profile avatars have been developed for use on a variety of
online platforms including: Facebook, Instagram, LinkedIn, Twitter and
YouTube. These avatars will give UM accounts a consistent look and feel
across platforms and will allow our communities to easily recognize UM
accounts.
Three unique designs have been created to reflect the University of
Manitoba brand, one for each of the following account groupings:
institutional, faculty/college and department/program/unit.

43
September 2022

Social media profile avatars

Institutional Faculty/college Department, program and unit
The institutional social media accounts are the official The faculty social media profile avatar design incorporates The department, program and unit accounts social media
University of Manitoba, UM Student, and Alumni accounts. the distinct “UM” lettering on the deep blue solid profile avatar has a split-colour design that incorporates
background. The UM lettering is in Velino, UM’s official serif the distinct “UM” lettering in deep blue against a white
The UM shield is incorporated with three distinct UM
font. Faculty names are displayed in the sans serif Trade background, with department, program and unit names
background colours: a deep blue to represent the flagship
Gothic Next for increased legibility on a small scale. lettering below in white. The UM lettering is in Velino, UM’s
UM accounts, light blue for Alumni accounts, and gold for
official serif font. Department, program and unit names are
UM Student accounts. Faculty/college avatars have a maximum of 12 characters,
displayed in the sans serif Trade Gothic Next for increased
including spaces. Due to space constraints, it may be
legibility on small scale
necessary to abbreviate a faculty/college name.
Department/Unit/Program avatars have a maximum of
8 characters per line for a two-line avatar name, and a
maximum of 9 characters for a single line avatar name,
including spaces. Due to space constraints, it may be
necessary to abbreviate department, program or unit
names.

Request your faculty/college or department/program/unit

social media profile avatars on the UM brand intranet site.
Social media avatars are for use with UM social media
accounts and are not intended for use outside of
this purpose.

44
September 2022

Branded templates
and quick guides
From print to digital communications and from online
presentations to in-person events, University of Manitoba
partners create materials that share our story while
informing our community. The Marketing Communications
Office has developed branded print and digital templates
so partners can create a wide range of materials that are
recognizable, consistent and on-brand. These templates
have been created with both the user and audience in
mind and demonstrate best practices for use, brand and
*The Accessibility for Manitobans Act requires accessibility.
that communications material be provided in
alternative formats, if requested, and within This section outlines the branded templates that are
reason. For example, this may include providing
print brochure content as a Word document available and provides guidance and tips to demonstrate
with appropriate heading structure and alt
text describing photos and graphics to support
how to use them most effectively.
adaptive technology. For information on how to
create alternative format documents, please
refer to the “Creating accessible documents”
section of umanitoba.ca/student-supports/
accessibility#assistance-for-accessibility-at-
the-u-of-m and https://accessibilitymb.ca/
disability-accomodations-checklist.html.
45
September 2022

UM DIGITAL TEMPLATES QUICK GUIDE

POWERPOINT TEMPLATES TIPS AND TRICKS ACCESSIBILITY

To avoid formatting issues when copying and To change the UM URL to your faculty/unit URL: UM brand templates are designed to be
The following PowerPoint pasting text, select the “Paste Options” icon after accessible. When using the PowerPoint
-Select “umanitoba.ca”
templates remember the following:
templates have been text has been pasted and click “Keep Text Only”.
-Type in your faculty/unit URL. Maintain
To customize the URL and UM logo to your Use a minimum font size of 18 pt
designed based on best faculty/unit/division identifier:
appropriate spacing between the URL and
your identifier If italics are necessary, no more than two
practices for the following Select “View” from the toolbar, then click on
-Wrap long URLs onto two lines
words should be italicized
“Slide Master”
presentation sizes: Select the layout next to the “1” at the top of
To change the logo to your University of
Keep body copy concise

Manitoba faculty/unit identifier: Maintain a visual hierarchy (headline, body,

16:9 widescreen ratio the left-hand column. This is the base slide that
call to action)
allows you to customize the master slide footer. -Select the UM logo and replace it with the
4:3 standard definition ratio Items updated on this slide master should appear CMYK, EPS, UM horizontal “left” version of Maintain a high contrast between font and
on all pages. your faculty/unit identifier background colour

-Resize your identifier to maintain adequate Write Alt Text descriptions of all images and
A variety of slide options are available
clear space around it graphics on PowerPoint files that are shared
under the “New Slide” drop down Download templates from the brand resources
menu, including: intranet page.
umanitoba.ca/kinesiology-
umanitoba.ca/education
Title slide
recreation-management

Traditional Territories
Acknowledgement slide
For information on when to use the Tradititional Territories
Content slide options with and Acknowledgement slide, please refer to:
without photos https://umanitoba.ca/indigenous/culture-and-protocol#traditional-territories-
acknowledgement
End slide
If you have any questions regarding the branded PowerPoint template, please
contact your communications officer in the Marketing Communications Office.

46
September 2022

UM REPORT COVER TEMPLATES QUICK GUIDE

REPORT COVER TEMPLATES COPY COLOURS

The following are guidelines to Please follow the guidelines in the template for
text placement, hierarchy and size
Colour usage should be limited to the following:

consider when creating report

covers using UM templates.
FONTS PANTONE 7684 C PANTONE 299 C PANTONE 294 C
These templates have been
The font used in the report cover templates is
created to provide a variety of Arial Regular.

design options: Arial Regular PANTONE 130 C PANTONE 4625 C

Report cover
text only Please refer to the UM Brand Guidelines “Colours”
section for complete colour breakdown values.
Report cover PHOTOGRAPHY
with a photograph/graphic
One report cover template incorporates space
to include a photograph or graphic.
If you have any questions regarding how to use the ACCESSIBILITY
templates please contact your communications Please refer to the UM Brand Guidelines
officer in the Marketing Communications Office. UM brand templates are designed to be
“Imagery” section for more direction
accessible. When using report cover templates
on brand photography.
remember to:

Use mixed case when possible.

Maintain a clear hierarchy between the head-

line and subhead.

Ensure font colours have a high contrast value

against the background.

47
September 2022

REPORT COVERS TEMPLATE EXAMPLE // WITHOUT PHOTO

Width: 1.25"

Page Margins: .6875"

11"

Insert Report Title Here Insert Report Title Here Arial Regular, 28pt

Insert Subhead Here Insert Subhead Here Arial Regular, 16pt

Stroke: 3 pt, 7.125" length, Pantone 7684 Blue

Date (optional) Date (optional)

Faculty/Department Name Faculty/Department Name Arial Regular, 11pt,
Prepared by Prepared by Pantone 4625 Brown

Width: 1.875"

8.5"

48
September 2022

REPORT COVERS TEMPLATE EXAMPLE // WITH PHOTO

Width: 1.25"

Page Margins: .6875"

SAMPLE PHOTO SAMPLE PHOTO

11"

Width: 7.125" x Height: 5.25"

Insert Report Title Here Insert Report Title Here Arial Regular, 28pt

Insert Subhead Here Insert Subhead Here Arial Regular, 16pt

Stroke: 3 pt, 7.125" length, Pantone 7684 Blue

Date (optional) Date (optional)

Faculty/Department Name Faculty/Department Name Arial Regular, 11pt,
Prepared by Prepared by Pantone 4625 Brown

Width: 1.875"

8.5"

49
September 2022

UM DIGITAL TEMPLATES QUICK GUIDE

EMAIL HEADER TEMPLATES COPY PHOTOGRAPHY ACCESSIBILITY

The following are guidelines to Please follow the amount of space allotted for
headline copy.
Two email header graphics templates include
space for a photograph or graphic.
UM brand templates are designed to be
accessible. When using UM email header
consider when creating email Headline text should be a minimum of 18pt/24px Please refer to the UM Brand Guidelines
graphics templates remember to:

Use font sizes that are a minimum size

header graphics using UM “Photography” section for more direction
of 14 pt/18.66 px.
on brand photography.
templates. These templates Follow the templates for fonts and styling.
FONTS
have been created to provide Two font families are used in the header
Use sans-serif fonts whenever possible
in web-based text graphics.
COLOURS
a variety of design options: templates: Trade Gothic Next and Velino Text.
Describe the content of your email header
Trade Gothic Next provides a more casual feel Colour usage should be limited to the following: graphic in ALT text (alternative text).
Evite headers while Velino Text adds a sophisticated touch.
with and without a photograph/graphic Please follow the templates to determine how Include your call to action in the body
and when to use each font. of the email, not on the graphic.
E-newsletter headers
with and without a photograph/graphic Trade Gothic Next LT Pro Heavy
PANTONE 7684 C PANTONE 299 C PANTONE 294 C
Trade Gothic Next LT Pro Bold
If you have any questions regarding how to use the FILE FORMAT
templates please contact your communications Trade Gothic Next LT Pro Light
officer in the Marketing Communications Office. UM email header graphics templates have
Velino Text Bold been provided as Adobe Photoshop documents.
Velino Text Bold Italic PANTONE 130 C PANTONE 4625 C Please save your file as a .PNG or .JPEG
before using.

NOTE: Please refer to the UM Brand Guidelines “Colours”

You will need to activate Trade Gothic Next LT Pro section for complete colour breakdown values.
within your Adobe Creative Cloud account.
FILE SIZE
After signing in to your account you can then
activate the fonts, which can be found here:
After your graphic has been prepared, run it
fonts.adobe.com/fonts/
through an additional image compression ser-
trade-gothic-next#fonts-section
vice like tinypng.com to reduce the file size.
Velino must be purchased from Dstype.com or
Myfonts.com

Please refer to the UM Brand Guidelines

“Typography” section for more direction
on brand and alternate fonts.

50
 B

September 2022 A
A

EMAIL HEADER TEMPLATE EXAMPLES

INVITATIONS NEWSLETTERS C (one line faculty name)

B
B

A
A C (two line faculty name)

C (one line faculty name)

C (one line faculty name)

B
B
C (two line faculty name)
D
C (two line faculty name)

C (one line faculty name)

C (one line faculty name)

D D

C (two line faculty name)

C (two line faculty name)

51
September 2022

UM DIGITAL TEMPLATES QUICK GUIDE

SOCIAL MEDIA GRAPHICS COPY PHOTOGRAPHY ACCESSIBILITY

TEMPLATES Please follow the amount of space allotted for Two social media graphics templates include UM brand templates are designed to be
headline and subhead/body copy. space for a photograph or graphic. accessible. When using UM social media
The following are guidelines to graphics templates remember to:
Headline text should be a minimum of 18pt/24px Please refer to the UM Brand Guidelines
consider when creating social Subhead/body copy should be a minimum size “Photography” section for more direction Use plain language on the graphic and
on brand photography. in the body of the post.
media graphics using UM of 14pt/18.66 px
Describe your social media graphic in
templates. These templates ALT text (alternative text).

Write words and attribution used on quote

have been created to provide FONTS COLOURS graphics in ALT text (alternative text).

a variety of design options: One font family is used throughout the social Colour usage should be limited to the following: Include call to action in the body of the post.
media graphic templates: Trade Gothic Next. Follow the templates for font size and styling.
Informational/advisory There are various weights used depending
to share opportunities, events and information on the template. Please follow the font style Use sans-serif fonts for web-based text graphics.
used in each template. Include hashtags at the end of body copy
Quotes
PANTONE 7684 C PANTONE 299 C PANTONE 294 C to make it easier for screen readers.
to inspire and connect Trade Gothic Next LT Pro Heavy
Use descriptive calls to action on hyperlinks,
Text with photo/graphic Trade Gothic Next LT Pro Bold not “click here” and “link here.”
to share information visually
Trade Gothic Next LT Pro Light Use inclusive language.
PANTONE 130 C PANTONE 4625 C Limit emoji use.
If you have any questions regarding how to use the
templates please contact your communications NOTE:
Use camel case for hashtags with multiple
officer in the Marketing Communications Office. You will need to activate Trade Gothic Next LT Pro
Please refer to the UM Brand Guidelines “Colours” words in the body of your post so screen
within your Adobe Creative Cloud account.
section for complete colour breakdown values. readers can identify each word (for example
After signing in to your account you can then
“#HigherEd” not “#highered”).
activate the fonts, which can be found here:
fonts.adobe.com/fonts/
trade-gothic-next#fonts-section

Please refer to the UM Brand Guidelines FILE FORMAT

“Typography” section for more direction
on brand and alternate fonts. UM social media graphics templates have been
provided as Adobe Photoshop files. Please save
your social media graphics as .PNG or .JPEG files
before using.

52
September 2022

SOCIAL MEDIA GRAPHICS TEMPLATE EXAMPLES

HORIZONTAL VERTICAL SQUARE

1920 x 1080px and 1200 x 628px 1080 x 1920px 1080 x 1080px

A A B

A B

B ( DARK) C ( DA R K) C (LIGHT)

B ( LIGHT)
D ( DA R K) D (LIGHT)

C (DAR K ) C (L I GH T)

USING THE TEMPLATE FILES

There are four Photoshop files supplied for the social media graphics
templates, one for each size. Each file contains all of the options within
that size, saved as individual groups and labeled as their option name for
C ( DARK)
easy cross reference with this document.

To use the templates: open the file for the size you need, and then simply
turn off all of the options that you do not wish to use (click on the eye icon
next to the group folders on the layers palette) and work only with the layers
pertaining to the option that you are modifying. Once your file is ready, flatten
the image and save as either a .PNG or .JPEG file.
53
C ( LIGHT) D (DAR K ) D (L I GH T)
September 2022

UM DIGITAL TEMPLATES QUICK GUIDE

ON-CAMPUS DIGITAL SCREEN COPY PHOTOGRAPHY ACCESSIBILITY

TEMPLATES Digital screens may be seen from a distance and Four on-campus digital screen templates UM brand templates are designed to be
while the campus community is on the move. include space for a photograph or graphic. accessible. When using UM on-campus
The following are guidelines Information should be read and understood digital screen templates remember to:
within five seconds. Please refer to the UM Brand Guidelines
to consider when creating Please follow the allotted space for headline
“Imagery” section for more direction Use a minimum font size of 24 pt/32 px.
on brand photography. If italics are necessary, no more than
on-campus digital screens and body copy.
two words should be italicized

using UM templates. These Ensure proper copy hierarchy (headline, body,

call to action) is maintained if font sizes need
Have a clear and concise call to action

templates have been designed to be adjusted. COLOURS Use short URLs

Display URLs in camel case to assist

based on best practices Use large font sizes that can be read easily from
5-10 feet away. Body copy should be a minimum
The following UM brand colours are incorporated
into the templates. Please use the colours as screen readers

and include a variety of 24 pts/32 px. provided. Font colours should be used as shown Maintain a visual hierarchy (headline,
in the templates and be limited to white and body, call to action)
Keep copy and calls to action concise.
design options: Pantone 294 to meet accessibility standards.
Avoid running similar templates
Horizontal screens (1920 x 1080 px) consecutively in a slide show
with and without space for a photograph/
Maintain left alignment of the copy
graphic (two options each) FONTS
Vertical screens (1080 x 1920 px) Various weights of Trade Gothic Next have been
PANTONE 7684 C PANTONE 299 C PANTONE 294 C

with and without space for a photograph/ used for the digital screen templates. Please
graphic (two options each) follow the templates to determine how and
FILE FORMAT
when to use each weight.
UM on-campus digital screen templates have
If you have any questions regarding how to use the Trade Gothic Next LT Pro Heavy PANTONE 130 C PANTONE 4625 C been provided as Adobe Photoshop files. Please
templates please contact your communications Trade Gothic Next LT Pro Bold save your file as a .PNG or .JPEG before using.
officer in the Marketing Communications Office. Trade Gothic Next LT Pro Regular
Trade Gothic Next LT Pro Light Please refer to the UM Brand Guidelines “Colours”
NOTE: section for complete colour breakdown values.
You will need to activate Trade Gothic Next LT Pro
within your Adobe Creative Cloud account.
After signing in to your account you can then
activate the fonts, which can be found here:
fonts.adobe.com/fonts/
trade-gothic-next#fonts-section
Please refer to the UM Brand Guidelines
“Typography” section for more direction
on brand and alternate fonts. 54
September 2022

ON-CAMPUS DIGITAL SCREEN TEMPLATE EXAMPLES

HORIZONTAL VERTICAL

A B

A B

C D

C D

55
September 2022

UM PRINT TEMPLATES QUICK GUIDE

POSTER TEMPLATES COPY PHOTOGRAPHY EVENT TEMPLATES

The following are guidelines Please follow the amount of space allotted for
headline and body copy.
There are two poster templates that incorporate
photography:
There is one template for multi-event promotion
and three templates for single event promotion.
to consider when creating If font sizes need to be adjusted, always ensure Option 1– Conceptual, abstract, or illustrative
The copy layouts for the single event templates
can be used interchangeably.
images work best with this layout. Stock imagery
a poster using the templates. that the proper hierarchy is maintained: head-
lines are the largest, followed by subheads, could be an option in this case. Additional logos should only be included when
The templates have been and then body copy. Option 2 – Use a photo that shows people, an external company is sponsoring an event.
spaces or experiences. Horizontal photos work Sponsors’ logos should not exceed the size
Body copy should be a minimum 15 pts and
created to provide a variety a maximum of 18 pts. best in this layout. of the UM logo.

of design options: Please refer to the UM Brand Guidelines

In the case that multiple faculties or departments
are sponsoring an event, list the names of the
“Imagery” section for more direction
Promotional poster units in type and place the UM logo in the
on new brand photography.
FONTS bottom right hand corner.
Promotional poster with photo
In the case that a faculty and departments
Multi-event poster Trade Gothic Next LT Pro Heavy
within that faculty are sponsoring an event, list
used in uppercase for headlines
Single event poster with sponsors COLOURS the department names in type and place the
faculty identifier in the bottom right hand corner.
Trade Gothic Next LT Pro Bold Colour usage should be limited to the following:
If you have any questions regarding how to use the
used in uppercase for call to action and URL;
templates please contact your communications and in sentence case within body copy PRIMARY COLOURS
ACCESSIBILITY
officer in the Marketing Communications Office. to create hierarchy
UM brand templates are designed to be
accessible. When using UM social media
Trade Gothic Next LT Pro Regular graphics templates remember to:
used in uppercase for subheads; and in
sentence case for all body copy PANTONE 7684 C PANTONE 299 C PANTONE 294 C Keep content concise and in plain language.

Ensure high contrast between text and back-

NOTE:
SECONDARY COLOURS ground.
You will need to activate Trade Gothic Next LT Pro
within your Adobe Creative Cloud account. Maintain a visual hierarchy (headline, body,
After signing in to your account you can then call to action)
activate the fonts, which can be found here:
fonts.adobe.com/fonts/ Ensure text can be seen from a distance.
PANTONE 130 C PANTONE 4625 C
trade-gothic-next#fonts-section
Use sans-serif fonts.
Please refer to the UM Brand Guidelines “Colours” Limit the use of italics.
section for complete colour breakdown values.
Align copy to the left

Use inclusive language

56
September 2022

POSTER TEMPLATE EXAMPLES

PROMOTIONAL PROMOTIONAL WITH PHOTO MULTI-EVENT SINGLE EVENT

HEADLINE LINE 1 HEADLINE LINE 1 EVENT NAME LINE 1 EVENT NAME LINE 1
HEADLINE LINE 2 HEADLINE LINE 2 EVENT NAME LINE 2 EVENT NAME LINE 2
HEADLINE LINE 3 SUBHEAD IF NECESSARY
Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo
SUBHEAD IF NECESSARY SUBHEAD IF NECESSARY

SUBHEAD WILL GO HERE officil ignimpores. Rae ne quid et reped moluptas remvo Dant voluptaecum, con plabori
dolorisci qui as ma ium in eos-
Date
Time
Dant voluptaecum, con
plabori dolorisci qui as
Date
Time
tora porerov idelis dolupta tem- ma ium in eostora porerov
Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo Event Name & Details Date Location Location
quia dolorisci qui as ma ium in idelis dolupta temquia
officil ignimpores eaquate ntibus eos esequo vit, velestis es exeri Dant voluptaecum, con plabori Time eostora porerov idelis dolupta dolorisci qui as ma ium
dolorisci qui as ma ium in eostora temquia. CTA in eostora porerov idelis CTA
debit, nullupt atist, quo beati as as veliqui dollici llupid quo blab imin Location
porerov idelis dolupta temquia dolupta temquia.
pernatus, sed quam quamCatia volecta spiendent, sum iunt, a nim dolorisci qui as ma ium in eostora Dant voluptaecum, con plabori
poreptas idest, solupti sitem in peliquodita cuptat arupta que cons dolorisci qui as ma ium in eos- Dant voluptaecum, con
tenditatis volessitas etur. tora porerov idelis dolupta tem- plabori dolorisci qui as
Event Name & Details Date quia dolorisci qui as ma ium. ma ium in eostora porerov
Dant voluptaecum, con plabori Time idelis dolupta temquia
dolorisci qui as ma ium in eostora
Location dolorisci qui as ma ium.
CALL TO ACTION SHOULD GO HERE porerov idelis dolupta temquia
dolorisci qui as ma ium in eostora

Event Name & Details Date

Dant voluptaecum, con plabori Time
dolorisci qui as ma ium in eostora
Location
porerov idelis dolupta temquia
dolorisci qui as ma ium in eostora

HEADLINE LINE 1 Event Name & Details Date

HEADLINE LINE 2 Dant voluptaecum, con plabori

dolorisci qui as ma ium in eostora
Time
Location
HEADLINE LINE 3 porerov idelis dolupta temquia
dolorisci qui as ma ium in eostora

SUBHEAD WILL GO HERE PROUDLY SPONSORED BY

CALL TO ACTION SHOULD GO HERE

Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo officil
ignimpores eaquate ntibus eos esequo vit, velestis es exeri debit, nullupt
atist, quo beati as as veliqui dollici llupid quo imin pernatus, sed quam
quam tasperci. As rem venducid.Feris et latemporem nimaio volupi. PROUDLY SPONSORED BY
Asper School of Business; Stu Clark Centre for Entrepreneurship;
Partnerships & Innovation; Faculties of Arts, Education, Engineering, and Science;
CALL TO ACTION SHOULD GO HERE Extended Education; Information Services and Technology

UMANITOBA.CA/DEPARTMENT
UMANITOBA.CA/DEPARTMENT UMANITOBA.CA/DEPARTMENT UMANITOBA.CA/DEPARTMENT UMANITOBA.CA/DEPARTMENT

HEADLINE LINE 1 EVENT NAME LINE 1

HEADLINE LINE 2 EVENT NAME LINE 2
HEADLINE LINE 3 SUBHEAD IF NECESSARY

SUBHEAD WILL GO HERE Dant voluptaecum, con

plabori dolorisci qui as
Date
Time
ma ium in eostora porerov
Location
Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo idelis dolupta temquia
officil ignimpores eaquate ntibus eos esequo vit, velestis es exeri dolorisci qui as ma ium
debit, nullupt atist, quo beati as as veliqui dollici llupid quo blab imin in eostora porerov idelis CTA
dolupta temquia.
pernatus, sed quam quamCatia volecta spiendent, sum iunt, a nim
poreptas idest, solupti sitem in peliquodita cuptat arupta que cons Dant voluptaecum, con
tenditatis volessitas etur. plabori dolorisci qui as
ma ium in eostora porerov
idelis dolupta temquia
dolorisci qui as ma ium.
CALL TO ACTION SHOULD GO HERE Eostora porerov idelis
dolupta temquia dolorisci
qui as ma ium in eostora
porerov idelis.

HEADLINE LINE 1
HEADLINE LINE 2
HEADLINE LINE 3
SUBHEAD WILL GO HERE
Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo officil
ignimpores eaquate ntibus eos esequo vit, velestis es exeri debit, nullupt
atist, quo beati as as veliqui dollici llupid quo imin pernatus, sed quam
quam tasperci. As rem venducid.Feris et latemporem nimaio volupi.

CALL TO ACTION SHOULD GO HERE

UMANITOBA.CA/DEPARTMENT
UMANITOBA.CA/DEPARTMENT UMANITOBA.CA/DEPARTMENT

57
September 2022

UM PRINT TEMPLATES QUICK GUIDE

POP-UP BANNER COPY PHOTOGRAPHY COLOURS

Please follow the amount of space allotted for There are two pop-up banner templates that Colour usage should be limited to the following:
headline and subhead/body copy. incorporate photography.
The following are guidelines
Headline should be a minimum size of 275 pts. Option 1 – banner with half-text and half-photo
to consider when creating Subhead/body copy should be a minimum size Option 2 – banner with photo as background

pop-up banners using of 115 pts.

Please refer to the UM Brand Guidelines
PANTONE 7684 C PANTONE 299 C PANTONE 294 C

The URL font should be 70 pts and in all-caps.

branded UM templates. “Imagery” section for more direction on brand
photography.
If font sizes need to be adjusted, always ensure
The templates have been that the proper hierarchy is maintained (head-
When using photographs on a pop-up banner,
line, subhead, body copy, call to action).
created in a variety of designs consider images that tell a story. The back-
grounds and/or activities being shown in the
PANTONE 130 C PANTONE 4625 C

Use a large font size so copy can be read easily

for the following: from a distance. images should provide context for the faculty or
Please refer to the UM Brand Guidelines “Colours”
unit your banner is representing.
Banner with text only section for complete colour breakdown values.
for use by internal facing student support units Vertical images work best in the layout.

Banner with half-text and half-photo Horizontal images require significant space
FONT ACCESSIBILITY
for use by faculties, colleges, schools, above and below the people to fit in layout.
units and departments One font family is used throughout the social UM brand templates are designed to be acces-
Closeup portraits do not fit in this layout. En-
media graphic templates: Trade Gothic Next. sible. When using UM pop-up banner templates
Banner with photo There are various weights used depending
sure there is always significant space around
subjects. remember to:
for use by areas with a large on the template. Please follow the font style
external-facing presence used in each template. Keep content concise and in plain language.
When selecting a photo that includes
multiple people, ensure they are positioned Ensure high contrast between text and
If you have any questions regarding how to use the Trade Gothic Next LT Pro Heavy background.
closely together.
templates please contact your communications Trade Gothic Next LT Pro Bold
officer in the Marketing Communications Office. Maintain a visual hierarchy (headline, body,
Images must be at least 5 MB or larger at 300
Trade Gothic Next LT Pro Light pixels per inch. (Select Properties to view the
call to action)

size of your image.) Ensure text can be seen from a distance.

NOTE:
Ensure that images are crisp and clear and Use sans-serif fonts.
You will need to activate Trade Gothic Next LT Pro
not blurry or pixelated. Limit the use of italics.
within your Adobe Creative Cloud account.
After signing in to your account you can then
Photo should be CMYK flattened TIFF or JPG. Align copy to the left
activate the fonts, which can be found here:
fonts.adobe.com/fonts/ There is the opportunity to show conceptual Use inclusive language.
trade-gothic-next#fonts-section
photos, as opposed to people, to represent Use short URLs
Please refer to the UM Brand Guidelines what you want to communicate.
“Typography” section for more direction
on brand and alternate fonts. Please refer to the UM Brand Guidelines 58
“Imagery” section for more direction on brand
photography.
September 2022

POP-UP BANNER TEMPLATE EXAMPLES

POP-UP BANNER

PHOTO ONLY TEXT ONLY HALF-TEXT AND HALF-PHOTO

ADMISSIONS FACULTY OF
RECREATION SERVICES
U O F M A C T I V E L I V I N G .C A
U M A N I T O B A .C A /A D M I S S I O N S
ARTS
Be active. Live better. U M A N I T O B A .C A /A R T S

Keep content within

this range

Allow for 6”
bleed

59
September 2022

Graphic device
The graphic device amplifies elements from the UM logo
that depict both the prairie sky and movement of the
Northern Lights. These elements represent progress and
possibility.
Incorporating the graphic device in your materials increases
brand recognition, uplifts information and provides a
consistent tone and feeling through design. It elevates your
materials and provides a cohesive representation of UM.
This section outlines best practices on how to use the
graphic device in your marketing communications
materials. The graphic device should be used sparingly, and
with intent.
When adding the graphic device to your marketing
communication materials, consider how it will be
incorporated, as well as the following guidelines, at the start
of your design process.

60
September 2022

Graphic Device
The graphic device is comprised of two sky elements from COLOURS GUIDELINES:
the UM logo.
Use the graphic device with, and limited When adding the UM graphic element to your materials,
to, the following four UM brand colours: please remember to not:

• skew or distort graphic • use colours other than

elements those identified in these
guidelines
• change their shape
PANTONE 7684 C PANTONE 299 C PANTONE 294 C • use more than two
• overlap the elements complete graphic
• change the angle or elements together in an
direction accent
of the device
PANTONE 130 C

Please refer to the UM Brand Guidelines “Colours”

section for complete colour breakdown values.

If you have any questions regarding how to use the

graphic device please contact your communications
officer in the Marketing Communications Office.

61
September 2022

Graphic Device
The following are ways to incorporate Below are some examples of how the graphic device could be used:
the graphic device in your materials. You
can:
• frame the (top-left and bottom-right)
corners of a piece
• keep its entire shape or enlarge and
bleed the shape off the page
• use a maximum of two complete
shapes together as an accent

Email header
It is important to maintain the integrity of
Digital screen
the UM graphic device. Use only the original Viewbook cover
angle and shapes of these elements.

HEADLINE LINE 1
HEADLINE LINE 2
HEADLINE LINE 3
SUBHEAD WILL GO HERE
Ebiscid quibus num ut odi tem nullupt aspidelia voluptis aut ommo
officil ignimpores eaquate ntibus eos esequo vit, velestis es exeri
debit, nullupt atist, quo beati as as veliqui dollici llupid quo blab imin
pernatus, sed quam quamCatia volecta spiendent, sum iunt, a nim
poreptas idest, solupti sitem in peliquodita cuptat arupta que cons
tenditatis volessitas etur.

CALL TO ACTION SHOULD GO HERE

Social media
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GET AN ENGINEERING CO-OP/IIP STUDENT WORKING FOR YOU.

Social media • Students are skilled and motivated

• They’re able to work flexible contracts from 4 to 16 months
• Placements can start in September, January or May
• Tax credits and wage subsidies are also available

Learn more: [email protected]

UMANITOBA.CA/DEPARTMENT umanitoba.ca/engineering/co-op

Poster template Poster

Social media template

62
September 2022BRAND GUIDELINES - JUNE 2021
FLEET VEHICLE

Fleet Guidelines
University of Manitoba fleet vehicles are highly visible on our
campuses and in our community – they represent who we are
and promote the great work we do. Proudly displaying our logo
on our fleet vehicles amplifies our brand, highlights our presence
and strengthens our identity. Branded UM fleet vehicles share
our story and connect us with our communities.

The UM logo should always be visible, easily identifiable and

displayed consistently and professionally on our fleet vehicles.

The following section will guide you when applying the UM logo,
unit names and numbers to standard UM fleet vehicles.

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September 2022BRAND GUIDELINES - JUNE 2021
FLEET VEHICLE

Logo
Apply the horizontal University of Manitoba logo to all
fleet vehicles as follows:
Aim for the following height variations:
• 6 inches
• 12 Inches
• 18 inches
Logo size • 24 inches

There are a number of different styles and sizes of vehicles in our fleet. In fact, different
vehicles in the same unit may require different logo sizes. Size the University of Manitoba
logo to fit prominently within the space available. Always strive to have enough clear space
around the logo to maintain its integrity, visibility and legibility.

01
On white fleet vehicles:
Use the full colour logo.

308
On black or dark fleet vehicles:
Use the full colour reverse logo.

64
2
September
FLEET 2022BRAND GUIDELINES - JUNE 2021
VEHICLE

Logo placement

Apply the University of Manitoba logo in the same location on both driver and passenger sides
of all fleet vehicles in a way that is easily identifiable*. The logo should be parallel to the ground,
and not placed at an angle. Avoid placing the logo on door handles, molding, trim, door edges
and windows.

Transit vans Cars, trucks, SUVs

01
01

Centre the logo on the top section of the driver’s side sliding door. Centre the logo between the left and right edges, and top and
The logo should also appear in the same location on the passenger side. bottom edges, of the driver and front passenger doors.

*In accordance with Manitoba Highway Traffic Act 314(2) and 314(3).
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3
September 2022BRAND GUIDELINES - JUNE 2021
FLEET VEHICLE

Cargo vans without windows

Clayton H. Riddell Faculty of

Environment, Earth, and Resources

01 01

Apply the logo on the upper-rear corner of the back panel on both Apply the logo on the driver and passenger doors
A the driver and passenger sides.
B (see ‘Cargo vans with windows,’ below) when adding a
OR unit name (see ‘Unit Name Placement,’ page 6).

Cargo vans with windows Transit vans with (optional) unit names

Soil Science

Soil Science 01
01

On vehicles with body edge details: Centre the logo between the left and right Apply the logo on the driver and passenger doors of transit vans when adding
edges and place on the section of the door with the highest visibility. Place an an (optional) unit name to the top section of the sliding door panel.
(optional) unit name to the top of the rear panel and below the window of a
cargo van with windows.

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September 2022BRAND GUIDELINES - JUNE 2021
FLEET VEHICLE

Additional logo placement (optional)

The placement of an additional University of Manitoba logo on the rear of our larger vehicles;
for example, trucks and vans, will help with the identification and recognition of our fleet.
Apply the logo to the rear of UM fleet vehicles in a location that is highly visible, allows for clear
space around the logo, is clear from molding, trim and edges, and is on the body of the vehicle.

Transit and cargo vans without windows

Apply the logo on the top half of the left back door.
A Centre it vertically and horizontally within
the available space.

01

Trucks and vehicles with a tailgate

B Apply the logo on the top left corner of the tailgate.

01

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5
September
FLEET 2022BRAND GUIDELINES - JUNE 2021
VEHICLE

Unit names
The application of a unit name to University of Manitoba fleet vehicles is optional. Unit name font
Unit names work best on larger fleet vehicles; for example, trucks and cargo vans.
Apply unit names to the driver and passenger sides of a vehicle. Trade Gothic Next Bold Condensed

Apply black text to white fleet vehicles

Apply white text to dark fleet vehicles
Unit name placement:
Minimum height: 2 inches
For maximum visibility, clear space is required between letters and the edge of a
Maximum height: 3 inches
vehicle equaling the height of the letters. For example, letters that are 3 inches high
should be placed 3 inches away from the edge of the vehicle. Minimum width: 2 inches

Avoid placing unit names on the same panel as the UM logo, near door handles, Clayton H. Riddell Faculty of Apply characters that are 2 inches high
molding, trim, door edges, and on windows. Environment, Earth, and Resources when unit names require two lines of text.

For faculty names that require two lines, use a similar character count for each line.
Remove “Department of” from unit names for brevity.

Apply unit names to the flattest surface area

A with the most available space on the upper Apply unit names on the upper rear
rear corner of the back fender on trucks.
B corner of side panels of cargo vans.
Avoid applying unit names if the space does
not allow for consistent and level lettering.
Clayton H. Riddell Faculty of
Environment, Earth, and Resources

01 Clayton H. Riddell Faculty of

Environment, Earth, and Resources 01

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September
FLEET 2022BRAND GUIDELINES - JUNE 2021
VEHICLE

Fleet numbers
Applying numbers to our fleet allows our community to easily identify individual vehicles. Fleet number font

Trade Gothic Next Bold Condensed

Apply black text to white fleet vehicles

Fleet number placement:
Apply white text to dark fleet vehicles
For maximum visibility, clear space is required between fleet numbers and the edge
of a vehicle equaling the height of the numbers. For example, fleet numbers that are 308 Aim for a height of 3 inches
3 inches high should be placed 3 inches from the edge of the vehicle. Ensure the fleet Minimum height: 2 inches
numbers are not more prominent than, and do not compete with, the UM logo. Minimum width: 2 inches

Apply fleet numbers on the front fender near the driver and
passenger windows on both sides of the vehicle.

01
Apply fleet
01
numbers on the
bottom-right corner
of the back of the
vehicle.

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FLEET VEHICLE BRAND GUIDELINES - JUNE 2021

September 2022

Unique vehicles
Many University of Manitoba departments and units require unique vehicles that do not fall within these
standard fleet vehicle brand guidelines. The branding of these unique fleet vehicles should be determined by
the available space and design of a vehicle to ensure maximum legibility and recognition of our logo. These
vehicles should be considered on a case-by-case basis. Please contact the Marketing Communications Office
if you require assistance with the branding of these vehicles.

Fleet vehicles with design elements (optional)

Some University of Manitoba fleet vehicles may benefit from the application of additional brand design
elements; for example, vehicles that have high visibility and those that are used for engagement in our
community. Please contact the Marketing Communications Office for specific guidelines for these vehicles.

Supplier
GTS Sign Design is a preferred supplier for our fleet vehicle logo printing.

Please direct any questions regarding these guidelines to:

Marketing Communications Office
University of Manitoba
204 474 8346
[email protected]

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