Office of Communications & Marketing

Michigan Engineering Brand Message: Make a Difference

The world is facing some very tough challenges – energy, healthcare, the environment, security – the list goes on. Engineers will play a key role in finding solutions.

Whether you are a student, faculty member or alum from Michigan Engineering, you can leverage an amazing global community and make an impact on the world.

That global community starts with top-ranked College departments in nine engineering fields, all embedded within the University of Michigan –home to 95 top-ranked programs. (Only three other universities in the U.S. come close.) Students and faculty are connected to 70,000 Michigan Engineering alumni, who are all part of a bigger network of 500,000 Michigan alumni around the world.

Prestigious programs and global connections provide a strong foundation for you to excel, while making a real difference in the world. The list of examples grows every day. Here are just a few.

• Larry Page (Class of '95) started Google; Tony Fadell (Class of '91) created the iPod.
• Professor Phil Savage is leading a team working on "growing" biofuel from algae – a plant that can double its volume in 1 day and can yield 40 times as much oil per acre compared with corn.
• Professor Ken Wise developed the most sensitive cochlear implant to restore hearing to the deaf.

Find more examples on our website, Facebook page, blog posts and magazine.

Michigan Engineering empowers you to make a difference in the world.

Identity Guidelines

Avoid recreating any versions of the College logo. Use only approved files.

Incorporate only CoE approved fonts, colors, textures and line work into all of your pieces. Uncoated stock is preferred, but not required.

Carefully select photography. Choose images that align with the audience and purpose of the piece. Think diversity.

Begin each project with a goal in mind. Create copy that is brief, memorable and aligned with the overall goal.

Think about the following questions:

• Who is the target audience (e.g., undeclared students, graduate students, alumni, donors)?
• What is your desired outcome (e.g., increase enrollment, increase awareness of new program or curriculum, attract donors)?
• What is the best medium to use for your target audience (e.g., postcard, bus sign, mass e-mail, web announcement, combination of pieces)?

LOGOS

EPS format works well if you are using more advanced graphics software (e.g., Adobe Illustrator, Freehand) or desktop publishing programs (e.g., QuarkXPress, InDesign). The .eps images provided here are vector-based, which means that they are resolution independent—based on objects, not pixels. Vector-based EPS graphics will print better than the bitmapped TIFF, so when providing the logo for publishing purposes use EPS. EPS files are zipped to avoid compatibility problems. This file type works best for logos imported into programs such as InDesign or Quark for printed materials.

TIFF is the most universal and most widely supported format across all platforms (Mac, Windows, or Unix.) Data up to 48 bits is supported. It can store images in color (RGB/CMYK) and grayscale and supports LZW ("lossless") compression. It is also the recommended format for storing continuous tone images. The following TIFF files are not compressed and have white backgrounds. They are appropriate for Microsoft PowerPoint or Word use if the desired background color is white. For use with other background colors, it is preferable to use the PNG format instead. This file type works well when the logo is used in combination with an image file in a program such as Photoshop.

JPG is the most common format used for storing and transmitting photographs on the web. It is not as well suited for line drawings and other textual or iconic graphics because its compression method performs badly on these types of images. The JPG file is wonderfully small, often compressed by 90%, or to only 1/10 of the size of the original data, which is very good when modems are involved. However, this fantastic compression efficiency comes with a high price. JPG uses "lossy compression" ("with losses"). Lossy means that some image quality is lost when the JPG data is compressed and saved, and this quality can never be recovered. This file type works well for photographs in web and email applications.

PNG is a bitmapped image format that employs "lossless" data compression. PNG was created to improve upon and replace the GIF format and was designed for transferring images on the Internet; however, older browsers may not fully support it. A PNG is similar to a JPG with a few exceptions; the most important being it can be placed on a color background other than white. It supports smooth transparency for any background color. PNG files should be used in Word and PowerPoint documents when the background color is not white. This file type works well with PowerPoint presentations used across Mac to PC or PC to Mac platforms.

GIF is a compressed image used on the web. GIFs are based on indexed colors, which is a palette of at most 256 colors. This helps greatly reduce their file size. These compressed image files can be quickly transmitted over a network or the Internet, which is why you often see them on web pages. GIF files are great for small icons and animated images, but they lack the color range to be used for high-quality photos. This file type works well for web applications. This format has a transparent background, and works well with a colored background.

Primary

• Horizontal: eps | jpg | tiff | png | gif | pdf
• Horizontal w/white M (reversed--transparent background): eps | png | gif
• Horizontal w/blue M (reversed--transparent background): eps | png | gif
• Email signature logo: jpg

Secondary

• Vertical: eps | jpg | tiff | png | gif | pdf
• Vertical w/white M (reversed--transparent background): eps | png | gif
• Vertical w/blue M (reversed--transparent background): eps | png | gif

Department logo files

Each department logo is bundled into a zipped file that gives you multiple file formats.

• Aerospace Engineering (AERO) zip
• Atmospheric, Oceanic and Space Sciences (AOSS) zip
• Biomedical Engineering (BME) zip
• Chemical Engineering (CHE) zip
• Civil and Environmental Engineering (CEE) zip
• Electrical Engineering and Computer Science (EECS) zip
  
  • Computer Science and Engineering (CSE) zip
  • Electrical and Computer Engineering (ECE) zip
• Industrial and Operations Engineering (IOE) zip
• Materials Science and Engineering (MSE) zip
• Mechanical Engineering (ME) zip
• Naval Architecture and Marine Engineering (NAME) zip
• Nuclear Engineering and Radiological Sciences (NERS) zip

TYPOGRAPHY

• Helvetica Neue LT Std is a sans serif font. It is clean. It is simple. It is versatile. It is a font that can work well in many different applications. With so many variations on the font, it can be used in many ways – each version capable of giving a completely different look and feel to a design.
• Adobe Garamond Pro is a serif font that is considered to be among the most legible serif typefaces for use in print.
• Kontrapunkt is a serif font used for headlines and emphasis copy.

Fonts can be purchased or downloaded for free at adobe.com/type or www.kontrapunkt.com/type.

NOTE: You may also use substitution fonts: Times New Roman and Arial

COLORS

• 

  Pantone 289

  CMYK 100/64/0/60
  RGB 15/45/91
  HEX #212A55

• 

  Pantone 115U OR Pantone 123C

  CMYK 0/24/94/0
  RGB 255/196/37
  HEX #FFC72C

• 

  Pantone 541

  CMYK 100/57/0/38
  RGB 19/71/125
  HEX #003F77

• 

  Pantone 542

  CMYK 62/22/0/3
  RGB 86/160/211
  HEX #699CC6

• 

  Pantone 283

  CMYK 35/9/0/0
  RGB 159/203/237
  HEX #9BC7EE

• 

  Pantone 1245

  CMYK 0/28/100/18
  RGB 231/159/15
  HEX #C6A00C

• 

  Pantone 2613

  CMYK 63/100/0/15 RGB 108/32/126
  HEX #671E75

• 

  Pantone 152

  CMYK 0/51/100/1
  RGB 243/144/29
  HEX #E57200

• 

  Pantone 583

  CMYK 23/0/100/17
  RGB 176/188/34
  HEX #B7BF10

• 

  Pantone Cool Gray 9

  CMYK 0/1/0/51
  RGB 145/145/149
  HEX HEX #747679

• 

  Pantone 461

  CMYK 3/3/35/0
  RGB 248/237/180
  HEX #EDE5AD

GRAPHIC ELEMENTS

The design inspiration for our new brand look is the square. The square shape symbolizes stability, equality and balance. Squares are elemental building blocks, which together form the foundation of excellence that defines Michigan Engineering.

Arrow accent lines symbolize our forward-thinking approach to teaching and learning.

Incorporate textures into your designs as backgrounds. Medium and small square designs are zipped with two 8.5x11" files (one with a bleed and one without).

• 

  Medium Squares
  (zip)

• 

  Small Squares
  (zip)

• 

  Dynamic Squares
  (zip)

Accent lines can be used to highlight information or as design elements. The basic line can be created in any software program. No limitations on width. The arrows were each bundled into a zipped file with multiple color options.

• Basic line


• One arrow (zip)



• Three arrows (zip)

TEMPLATES

Presentation templates are available below for download. Each slide has the Michigan Engineering logo on it, another way to reinforce the Michigan Engineering brand. You may use the slides as is or customize them for your specific needs. If you want to alter any backgrounds, please make adjustments to the master slide.

A newsletter template is also available for download. Files were created in Adobe InDesign CS5. InDesign CS4 users can click on the InDesign Markup (IDML) file to open and edit. If you'd like to download the newsletter template files, contact Mira Lancaster at mlancast@umich.edu.

WRITING AND GRAMMAR

The Associated Press Stylebook (APS) is our official reference in matters of writing style and grammar. The College Style Guide for Writers includes items that: are specific to the College and either do not appear in the APS, are exceptions to APS rules or do appear in the APS but are repeated because writers reference them frequently. For questions about style that are not covered in the guide, please contact engcom@umich.edu.