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EDITORIAL STYLE GUIDE
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NEW Promotional Merchandise Toolkit
8 1/2" x 11" Brochures
The Iowa State University visual identity system allows for considerable flexibility and creativity on 8 1/2" x 11" brochures. However, consistent and proper use of visual identity guidelines will still appear to make each brochure appear to be part of the same family.
These covers illustrate two common 8 1/2" X 11" formats.
This piece acts as a true "cover", including the university nameplate, brochure title, and artwork. The text message in this format begins inside the brochure. In most situations, it is recommended that the nameplate be placed in the upper left corner to provide maximum legibility, clarity, and consistency within the visual identity system. The title is set in the univers font family, but uses a variety of sizes and font variations to provide emphasis to key words. Color is effectively utilized to both reemphasize the important words in the title and complement the colors in the illustration below. The illustration in this sample has been developed specifically for Iowa State and is available for use in certain applications. Contact the Office of University Marketing for assistance (294-9624).
This example illustrates a format that both communicates the title of the brochure and begins providing written information. This format is useful when a brochure has a large amount of content, yet doesn't have a lot of space. The red band across the top, though not required, is a suggested method to create a prominent area for the nameplate that does not compete with other elements on a busy page. The band is 1 1/8" deep. The large headline (56 point univers) balances with the red band and horizontal photos. The text is a combination of both ITC Berkeley and univers, with key phrases called out in univers bold oblique. The red band at the bottom of the page contains white text that provides a preview of the content inside.
This cover is an example of a simple two-color format. The red band across the top, though not required, is a suggested method to create a prominent area for the nameplate that does not compete with other elements on a busy page. The band is 1 1/8" deep. The text is laid out in an easy-to-read three column format. The introductory paragraph is set in 11 point ITC Berkeley bold oblique. Primary subheads are 14 point ITC Berkeley. Secondary subheads are 9 point univer bold. Text is 10 point ITC Berkeley.
The design of interior pages will be driven by the amount of text and photos required to communicate your message. The following examples provide different approaches that both work within the visual identity system.
This layout organizes several layers of information through effective use of color and typography. For emphasis, important titles or copy are reversed out of color blocks. Key words are called out in color. Subheads are set in 10 point univers bold, text is set in 10 point ITC Berkeley. Photos are tightly cropped and butt against one another to lead the eye across the page.
This example uses circular photos to provide a dynamic energy to the design. Vertical bands of color bleed off the page on both sides and create opportunities to emphasize "call-out" copy, here shown reversed out to white. Subheads are set in ITC Berkeley. Text is 10 point ITC Berkeley. Photo captions are 9 point univers. The "organic" colors reflect the subject of the brochure and are taken from the approved color palette and
The university nameplate with an appropriate themeline, determined by the publication's audience, should be used to anchor the back of the brochure. To determine the correct themeline for your brochure, see the Themeline section of the visual identity sytem.
Ames, Iowa 50011, (515) 294-9624. Published by: Office of University Marketing.