Brand Style Guide

This brand guide has been created to assist our faculty, staff, and professional and students researchers in producing materials that are consistent and immediately recognizable as the Center for Transportation Research at The University of Texas at Austin. We encourage you to use them as you develop communications that promote your funded research. These guidelines were developed in 2013-14 and are largely adapted from The University of Texas at Austin brand guidelines.

1. Templates

1.1 PowerPoint Presentations

CTR-Branded PowerPoint Presentation Template (Requires Microsoft PowerPoint, .potx)

1.2 Conference Posters

CTR-Branded Poster Template (72″ x 36″ banner size. Requires Microsoft Publisher, .pub)

1.3 Handouts

CTR-branded Word document (Requires Microsoft Word, .docx)

1.4 Email Signature

To maximize the effectiveness and consistently of the CTR brand, it is highly encouraged that all CTR staff members use a standardized format for email signatures.

The CTR email signature will be the UT Austin signature, with the CTR logo placed immediately below as a .jpeg image file.

FULL NAME, Title Position
The University of Texas at Austin  |  Center for Transportation Research  |  512.232.3100  |  ctr.utexas.edu
e-mail signature logo

2. Primary Color Palettes

How Do I Use This Color Palette?

The Primary Color Palette should be used for all marketing materials, presentations and corporate brochures. Each color serves a specific purpose as described below:

What Do These Values Mean?

PMS and CMYK (4C) values are used for four-color process or spot color printing. HTML colors are used in Web design. RGB values can be used to create custom colors in most Microsoft Office applications, such as Word and PowerPoint. Please do not tint any of the primary colors.

2.1 Colors

2.2 Secondary Color Palettes

Secondary Color Palette

The Secondary Color Palette should only be used as accent colors that appear in charts, graphs, icons and illustrations. Tints of up to 50% may also be applied to each color. These colors should not be used for large blocks of color, headlines or body copy.

3. Typography

To maintain a consistent visual identity, Clear Sans has been selected for marketing materials.

Clear Sans Light

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0123456789!@#$%^&*()

In marketing materials, use Clear Sans Light in special instances where the headline font size is larger than 30 pt.

Clear Sans Regular

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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Clear Sans Regular has been selected as our official font for body copy, intro paragraphs & subheads appearing in marketing materials.

Clear Sans Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@#$%^&*()

In marketing materials, use Clear Sans Bold if a word or phrase needs to be bolded or for type that’s 6 pt or smaller. Please use this font weight sparingly.

General Applications of Each Font Weight that Should be Used Throughout the Marketing Collateral

Use Clear Sans Light in Title Case
for Headlines Larger than 30 pt

Use Clear Sans Regular in Title Case
for Headlines Smaller than 30 pt

Use Clear Sans Regular in Title Case for Subheads

Use Clear Sans Regular for Intro Paragraphs & Body Copy

Use Clear Sans Bold for Copy that is 6 pt or Smaller

4. Logo Usage

The CTR Logo is primarily a two color Logo comprised of both a mark, as well as type. There are five color choices for the Logo: color, grayscale, black & white and reversed on a solid background.

It is crucial to maintain the Logo’s integrity, which is why the following guidelines have been established. By following these guidelines you will maintain the brand’s identity and the Logo’s full visual impact. The Logo should not be altered in any way; however, in certain instances the mark may fall into one of the alternative CTR logo categories discussed further in this section.

4.1 Primary CTR Logo

4.1.1 Spot Color

ctr spot color logo

Always used on a white or light neutral background for maximum impact and clarity. Use this logo when printing offset with spot colors or in other printing
situations where spot colors are being used.

4.1.2 Process Color

ctr process color logo

Always used on a white or light neutral background for maximum impact and clarity. Use this version for all CMYK process printing situations, such as printing from your laser printer or for a publication who will print your advertisement in CMYK.

4.1.3 Grayscale

ctr logo -grayscale

Should be used for better legibility and clarity in a black and white setting. Example applications: black and white newspaper ad, sponsor poster, etc.

4.1.4 Black & White

ctr logo black and white

Should be used sparingly and is reserved for promotional materials only. Example applications: embroidery on shirts, pens, etc.

4.1.5 Reverse

ctr logo -reverse black and white

Should be used in black & white applications with dark backgrounds. Example applications: pens, USB sticks, polo shirts, etc.

4.2 Logo File Types, Clearspace & Size Usage

4.2.1 Logo File Types

Below are the file usage instructions for the different file types provided to you.

4.2.2 Clearspace

ctr logo and wordmark required clearspace

The Logo should always have white space surrounding it. This will give the Logo more presence on the page. Always leave space equal to the width and height of the “C” in the CTR mark. This is known as the “C” of the Logo.

4.2.3 Size Usage

ctr logo ideal size and minimum size

When the Logo is reduced, there is a point at which it becomes ineffective. Establishing a minimum size for the Logo ensures the Logo is always prominent and readable. The CTR Logo should never be reproduced smaller than 1″ across.

4.3 Alternative CTR Logos

4.3.1 Tagline Logo

ctr logo with blue tagline

The Tagline Logo can be used when the brand wishes to promote CTR’s tagline “Collaborate. Innovate. Educate” instead of promoting the CTR name. The spot versus process, clearspace and size usage rules are also applicable with this instance of the Logo.

4.3.2 CTR + UT Wordmark Logo

ctr logo with gray UT word mark and orange CTR wordmark

In certain situations CTR might want to promote their association with The University of Texas at Austin. If this is the case, the Logo that contains the “Center for Transportation Research” type along with the UT Wordmark can be used. The spot versus process, clearspace and size usage rules are also applicable with this instance of the Logo.

4.3.3 Stand Alone Mark

ctr logo mark

In certain situations the mark may be disconnected from the “Center for Transportation Research” type and used as a glyph, but it may not be modified in any way. The disassociation between mark and logotype should only occur when the Logo appears in its entirety somewhere else on the page or screen.

4.4 Center Logos

4.4.1 D-Stop Center Logo

CTR-Dstop logo blue and gray   CTR-Dstop logo all gray

Use this logo when promoting the D-Stop Center. Never use the Logo in conjunction with the CTR Logo, but rather in place of it. A two color and one color version of this logo can be used where applicable. The spot versus process, clearspace and size usage rules are also applicable with this Logo.

4.4.2 Network Modeling Center Logo

CTR-Network-Modeling-Center Logo blue and gray   CTR-Network-Modeling-Center Logo all gray

Use this logo when promoting the Network Modeling Center. Never use the Logo in conjunction with the CTR Logo, but rather in place of it. A two color and one color version of this logo can be used where applicable. The spot versus process, clearspace and size usage rules are also applicable with this Logo.

4.5 Logo Don’ts

ctr logo graphics ways to not alter the ctr logo

Modification

The Logo and its alternate versions should not be modified in any way. This includes, but is not limited to: stretching, recolorizing, rotating, retypesetting, altering the proportions, moving elements, flipping elements and placing the Logo on a low contrast background.

5. Iconography

Icons for ctr website

Icons should provide at-a-glance comprehension with little distractions and should always have a similar illustration style to the examples at right. They should be relevant to the topic at hand and relate to transportation, research or education in some way.

Icons should reside in a bright blue locator container and be reversed out to white. You can also place the icon and container on a solid bright blue background and invert the colors where the icon is bright blue and the locator container is white.

examples of using ctr website icons

Place icons above headlines or subheads to add more visual interest to what’s being said.