Style Guide & Logos

This Style Guide instructs on the correct use of the Texas A&M Health Science Center Baylor College of Dentistry logo, name and tagline.

Our new logo has been designed to serve as a symbol that the public, staff , faculty, students and alumni may immediately recognize. It is no less than our organization’s “signature.” Consistent application and precise production of the logo will reinforce public awareness of the Health Science Center and its dental school.

A new tagline, Bringing Learning to Life, has been developed to highlight our mission and vision. It can be used in marketing and communication materials and on promotional pieces. (there is no specific typeface/font assigned to the tagline.)

The information provided in this Style Guide serves as an abbreviated overview of the official HSC Graphic Standards Manual. This manual governs how the new graphic identifiers are to be used throughout the HSC and is available for review in Media Resources and the Office of Communications and Development.

Please incorporate these approved standards beginning immediately and not later than Aug. 1, 2007. e BCD offices of Communications and Development and Media Resources are ready and willing to assist with any questions you may have regarding the use of our logo, name and tagline.

Communications and Development Suite 522 214.828.8214

Media Resources Suite 519 214.828.8444

Colors & Typography

The official colors of the Texas A&M Health Science Center and its components are maroon and gray. For print color reproduction, maroon (PMS 202) and gray (PMS 425) are to be used. Metallic ink, silver (PMS 877), may be substituted for gray in both publications and signage.

On the Web, for the closest Web-safe color match, use the hexadecimal values: #660000 for maroon and #666666 for gray. It is also acceptable for the HSC-BCD logo to print in one color (black, maroon, gray and white) or reverse out of a single color (maroon or black).

The typeface for the official Texas A&M Health Science Center communications, such as standard stationery items, is the family of Garamond 3. Publications, Web sites that are promotional in nature, posters and advertising are not limited to Garamond 3.

Use of the Logo

Each HSC component has its own version of the HSC logo. The logo for HSC-BCD includes three basic elements: the symbol (the open book and double helix), the HSC name and the component name. Three design choices - centered, horizontal and stacked - exist to provide flexibility for various uses. The following are guidelines for the use of the HSC-BCD logo:

• The HSC-BCD logo replaces all previous logos and seals of the dental school, and these previous logos and seals should no longer be used.
• The logo must appear in all brochures, invitations, mailers, posters and advertisements, but should not be used as a dominant design element.
• The symbol (the open book and double helix) should not be used alone in such pieces unless a separate, complete and correct logo also is included.
• The HSC-BCD logo is available electronically at http://www.tamhsc.edu/communications/logo/bcd.html. Only these approved fi les may be used. Attempts never should be made to recreate the logo.
• The college name should never appear alone with the symbol without the HSC name.
• The size relationships between the various elements should not be changed. As any part of the logo is enlarged or reduced, the entire logo must be altered accordingly. At no time should the symbol, letters or words be altered or distorted to achieve a special effect.

 

Download Various Web and Print Versions of the Logo

An assortment of versions may be downloaded for both print and Web usage by clicking on the graphic below.

 

 

The Logo’s Environment

The logo should be seen in its entirety and should not be obscured by text or art. The logo should always have a window of space around it, so that background colors or elements do not appear to be part of the logo.

Any use of the logo in tandem with any other entity’s logo must be approved by the HSC-BCD Offi ce of Communications and Development.

Reference to the Dental School

• The correct first reference to the dental school ’s name is as follows: Texas A&M Health Science Center Baylor College of Dentistry
• Subsequent references may identify the college as follows: HSC-Baylor College of Dentistry or HSC-BCD
• Within text where a primary reference has already been made and the antecedent is clear, you may use the following to prevent the name from becoming cumbersome: the school, the dental school, the college or other appropriate descriptors.

Reference to the HSC Name

• Only contracts, legal documents, offi cial transcripts and diplomas require the use of the Health Science Center’s legal name: e Texas A&M University System Health Science Center
• In all other instances, the first reference to the Health Science Center name should be spelled out as follows: Texas A&M Health Science Center
• Subsequent references may identify the Texas A&M Health Science Center as follows: Health Science Center or HSC
• In addition, communications distributed solely within the state of Texas may identify the Texas A&M Health Science Center as A&M Health Science Center.
• The words “Health” “Science” and “Center” and “HSC” are always capitalized. The word “the,” which often precedes the name in written communications, is lowercase.
• For information on the names of other HSC institutions and centers, go to www. tamhsc.edu/communications/graphicstyleguide.php.

Business Cards & Letterhead

Business cards and letterhead must be ordered online through the Office of HSC Communications in College Station. Ordering information should be available online at http://www.tamhsc.edu/communications/stationery after June 15, 2007.

May 18,2007