Text Box: HOUGHTON HIGHLANDERS LOGO USAGE GUIDE     These are the branding marks of the Houghton College Highlander Department of Athletics. This family of logos aims to consistently identify all of Houghton’s sports teams and athletics-sponsored organizations. These branding marks create a visual identity for the Highlander athletics department through advertising, printed sports publications, uniforms, team apparel and equipment, athletic retail products, and Web application.   GUIDELINES COLORS   The official colors of the Highlander brand come from the PANTONE® Matching System (PMS). Full-color Highlander logos consist of Houghton Purple (PMS 2695) and Houghton Gold (PMS 4515) and a 60 percent screen of Houghton Purple.   Correct color separations for the official Highlander colors are below:   Houghton Colors                                                 Pantone® Colors                                     Process Colors (CMYK) Houghton Purple                                                   Pantone® 2695                                         C-100/M-94/Y-0/K-38 Houghton Light Purple                                          60% Pantone® 2695                                C-60/M-56/Y-0/K-23 Houghton Gold                                                      Pantone® 4515                                         C-0/M-9/Y-47/K-23   USAGE   · The logo should be applied only to background colors of white, black, gray, purple, or a version of Vegas gold . · If the logo is used on a black or purple background, a white border should appear on the outside of the logo. Use an .eps version or the Style Guide version to ensure the white border is included. See example on page 2. · In instances where only one color is available for printing, the logo shall be printed in black or PMS 2695. See examples on the following pages. · The official font family of the Highlander athletics brand is Berthold City. · The logos within the Highlander athletics brand can be enlarged or reduced proportionately but should NEVER be altered or modified in any way. Care should be given when reducing a logo so that design elements do not become distorted, lost, or unreadable. · Do not print the logo on visually competitive backgrounds. The logos are best used on a solid background. · Do not crowd the logo with type or competing graphics. All logos must be used with a margin of no less than 10% the total logo size between the logo and the nearest graphic elements. · The logo should never be reproduced from a Web site or previously printed publication. · The logo shall always be used in a horizontal position and cannot be used in conjunction with any other logos. · When using the Rampant Lion, Lettermarks, or Lion and Flag versions of the logo, the words “Houghton College” or “Houghton Highlanders” should always appear elsewhere on the application. · Individuals may not order merchandise (clothing, stationery, etc.)  or team game apparel that do not conform to these guidelines, including all items purchased/produced in-house or by third-party vendors. All orders must be approved by the Director of Athletics or the Director of Athletic Communications. If possible, vendors should be sent the .eps Style Guides to ensure consistent logo application. · Any concerns or items not addressed by the above guidelines must be presented to the Director of Athletic Communications and the Director of the Campus Store. Exceptions to the above guidelines will be considered by this committee on a case-by-case basis. Contact the Director of Athletic Communications at 585-567-9648 or email jason.mucher@houghton.edu. · These logos are the property of the Houghton College Department of Athletics and may be used with their written permission only. · A printer-friendly version of this guide can be downloaded in pdf format.            

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