PAMANTASAN NG LUNGSOD NG MAYNILA UNIVERSITY OF THE CITY OF MANILA VISUAL IDENTITY GUIDEBOOK
Table of Contents PLM Mision, Vision, Core Values ................................ 1 Graduate School of Law .......................................... 43 PLM Seal .................................................................................... 3 College of Medicine ................................................... 45 Evolution of the Seal ......................................................... 5 College of Nursing ...................................................... 47 Emblems .................................................................................. 7 College of Physical Therapy ................................. 49 Seal Colors ............................................................................... 8 College of Engineering and Technology ..... 51 Logotype .................................................................................. 9 College of Science ....................................................... 53 Logotype with Seal ........................................................... 10 College of Architecture and Logo Typecase ..................................................................... 15 Urban Planning ............................................................ 55 Logotype in Colors ............................................................ 16 PLM Business School ............................................... 57 Improper Uses ..................................................................... 18 School of Government ............................................ 59 Institutional Colors ........................................................... 19 College of Education ................................................ 61 Color usage guide ............................................................ 20 College of Humanities, Arts, and PLM Typography ................................................................ 21 Social Sciences ............................................................. 63 PLM Identity Applied ..................................................... 65 Merriweather ................................................................. 23 Online Publication Materials .................................... 67 Montserrat ....................................................................... 25 University matters ..................................................... 69 DM Sans ............................................................................ 27 Academic units ............................................................ 71 Bookman Old Style ................................................... 29 Letterhead ............................................................................. 73 Arial ....................................................................................... 31 Name card ............................................................................. 75 Calibri .................................................................................. 33 Envelope ................................................................................. 77 Allura ................................................................................... 35 Memopad .............................................................................. 78 Co-branding Identities .................................................... 37 Folder ........................................................................................ 79 Official College Logos ...................................................... 39 Glossary ................................................................................... 81 College of Law ................................................................ 41 i
PLM VISUAL IDENTITY GUIDEBOOK Foreword ii
PLM Mission The Pamantasan ng Lungsod ng Maynila shall form critical-minded and service-oriented leaders and innovators in various disciplines through accessible and relevant quality education, transformative institutional research and extension services, and key linkages. PLM Vision The Pamantasan ng Lungsod ng Maynila shall be the premier people’s university pursuing public interest and national development. Core Values The Pamantasan ng Lungsod ng Maynila shall be guided by the values of academic excellence, integrity and social responsibility, and by the principles of Karunungan, Kaunlaran and Kadakilaan. 1
PLM VISUAL IDENTITY GUIDEBOOK 2
PLM Seal PLM Seal in Full color (Left) and PLM Seal in black configuration (Right) 3
PLM VISUAL IDENTITY GUIDEBOOK The seal of the University is a circular shield framed with fourteen triangles, with embossed inscription: “Pamantasan ng Lungsod ng Maynila 1965”. The upper sinister side has a flaming torch on the tip of a bamboo handle super-imposed over the symbol of the atomic orbits with electrons in red, placed on a white field. On the upper dexter side, the sunburst in white and gold rays is placed on a red field. In the lower center point is a book superimposed with a bamboo scroll with ancient Tagala script balanced by a branch of the Nilad shrub in light green, all placed between the lower white and blue fields. From the lower dexter side to the lower sinister side are inscribed: “Karunungan, Kaunlaran, Kadakilaan”. 4
Evolution of the Seal Former (left) and current (right) PLM Seal 5
PLM VISUAL IDENTITY GUIDEBOOK In April 2009, while developing the new official website shortly after the new management of the IT Center has ushered in, the Creative Multimedia Team under the Strategic Operation Group has revised the actual blazon directly from the brittle decades-old archives of the Board of Regents. The efforts resulted in the discovery of further discrepancies between the official blazon and the then-existing emblazon. As a result, a correct emblazon was subsequently produced according to the specifications by the pioneer Board of Regents and consequently reported in mid-2009 before the then-Top Management Team (TMT). The Team fused profound medieval knowledge and modern innovation in designing the new emblazon. It used real or actual images of the charges and elements, instead of comical graphics as is the case when computer graphics was not yet in the mainstream. 6
Emblems The fourteen pointed triangles The flaming torch signifies “light and truth.”; framing the circular shield signify The atomic orbits signify modern science. the fourteen districtsof Manila. The sunburst signifies the oriental symbol of “life, energy and power.” The nilad branch signifies The inscription on the seal is the the origin of the name of the guiding principle of the Pamantasan: ancient town of Maynilad. Knowledge, Progress, Greatness. The green-bound book signifies modern knowledge; The bamboo scroll signifies the ancient Tagala culture. 7
PLM VISUAL IDENTITY GUIDEBOOK Seal Colors Each of the colors present in the seal has their own representation. This is important in keeping PLM’s values integrated to its visual identity. Gold signifies nobility, wealth and power White signifies light, truth and faith Lightblue signifies brotherly-love and peace Red signifies patriotism, bravery and sacrifice Green signifies hope 8
Logotype Of equal impotance to the Visula Identity of PLM is logotype. It establishes the institutional Identity more directly. The logotype and its alternative versions is ideal for clear and direct usage especially when size constraints no longer allows for a clear and visible reproduction of the Seal. 9
PLM VISUAL IDENTITY GUIDEBOOK Logotype with Seal 10
When using the Seal with the logotype, the prescribed labels/nomenclature for the labels are as follows: (1) Pamantasan ng Lungsod ng Maynila, and (2) PLM. There shall be instances where the logo and seal are featured simultaneously. These are the allowed configurations: Horizontal - to be used in documents Stacked - to be used for large reproductions (i.e., horizontal banners and signs) Vertical - with limited horizontal space, the Logotype “PLM” may be used provided that it is placed under the Seal 11
Vertical PLM VISUAL IDENTITY GUIDEBOOK Using PLM Seal alone 12
Horizontal 13
PLM VISUAL IDENTITY GUIDEBOOK Horizontal (stacked) 14
Logo Typecase Merriweather 15 About Merriweather Merriweather was designed to be a text face that is pleasant to read on screens. It features a very large x height, slightly condensed letterforms, a mild diagonal stress, sturdy serifs and open forms. There is also Merriweather Sans, a sans-serif version which closely harmonizes with the weights and styles of this serif family. Montserrat About Montserrat Designed as simple and legible, Montserrat is used here as the secondary typecase of the english translation of the university’s name.
PLM VISUAL IDENTITY GUIDEBOOK Logotype in colors 16
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PLM VISUAL IDENTITY GUIDEBOOK Improper Uses The following examples are the improper usage of the PLM logotype and Seal which should be avoided as it violates the integrity of Pamantasan ng Lungsod ng Maynila’s visual identity. 18
Institutional Colors Colors presented below are as prescribed on the PLM manual 19
Color usage guide PLM VISUAL IDENTITY GUIDEBOOK Colors used in University assets are 20 divided into three: 70% - Navy 30% - Gold 30% - Gold 30% - Blue
PLM Typography 21
PLM VISUAL IDENTITY GUIDEBOOK Merriweather To be used only on the logotype Other Typefaces: To ensure uniformity across official documents of the university, Use Bookman Old Style and Arial. Bookman Old Style is an elegant and robust typeface that maintains readability even in its minimum size. While Arial is a widely accepted text face among the academe as it is accessible on almost any operating system and was proven to have the shortest reading time. For unofficial documents and materials use Calibri. Since the university also utilizes websites and social media, use Montserrat and DM Sans for online materials. 22
Merriweather 23
PLM VISUAL IDENTITY GUIDEBOOK Meriweather is a medium contrast semi condensed typeface designed to be legible even at its minimum size. It has more of a traditional but somewhat modern feel, suitable for PLM considering its history and now, innovation. It offers a Renaissance warmth while using proportions that are space efficient, suitable as a logotype. It is great for editorial design, news, and other kinds of space sensitive typography. 24
Montserrat 25
PLM VISUAL IDENTITY GUIDEBOOK The simplicity and geometry of the letters, especially the capitals allows this font to shine for short pieces on uppercase. In lowercase, Montserrat is still a legible font because of its large x height and better characters than Arial or Helvetica that makes it more readable on the web. More importantly,, it is released under the SIL Open Font License, making it a free software and accessible for all. 26
DM Sans 27
PLM VISUAL IDENTITY GUIDEBOOK DM Sans is a low-geometric sans serif design intended for smaller text sizes. Thus, this can be a good combination with Montserrat for sub-headings or text bodies. It supports a Latin Extended glyph set, enabling typesetting for English and other Western European languages. This font is regarded as a high-quality custom typeface for analog and digital media, making it a best choice for PLM’s online materials for its simplicity and legibility. 28
Bookman Old Style 29
PLM VISUAL IDENTITY GUIDEBOOK Bookman Old Style is an elegant and robust font that maintains its readability in a minimum size. The sharp and strong text face suits a Higher Education Institution as it conveys professionalism and a strong stance in the academe. One of the colleges in PLM actually uses the font for the letter heads already. Bookman Old Style is a suitable font for text designing such as headlines, book titles, website headings, and sub-headings. It can also be used in a variety of softwares such as: MS Word, Illustrator, InDesign, and Photoshop. 30
Arial 31
PLM VISUAL IDENTITY GUIDEBOOK According to Microsoft, Arial is a contemporary sans serif design and contains more humanist characteristics, making it legible. The overall treatment of curves is softer and fuller than most industrial sans serif faces. The terminal strokes are cut diagonally, making it look less mechanical. Arial is a versatile typeface family that can be used in reports, presentations, magazines, display use in newspapers, advertising, and promotions. Arial is also widely accepted by the academe as it is highly recommended in literature and has the shortest reading time. It is also already packaged with Microsoft Windows, other Microsoft software applications, MacOS, and PostScript computer printers. 32
Calibri 33
PLM VISUAL IDENTITY GUIDEBOOK Microsoft affirms that Calibri belongs in the modern sans serif family with subtle roundings on stems and corners. It also has real italics, and multiple numerical sets. The proportions have high impact in tightly set lines of big and small texts. Calibri is considered as a universal readable sans serif font. 34
Allura 35
PLM VISUAL IDENTITY GUIDEBOOK The casual characters of Allura are simple, clean and very legible. The script and formal set offers a softer, more formal look. Allura was designed with advertising, display and package in mind. This typography is decorative and must only be used for special occasions on the publication materials of the University. 36
Co-branding Identities 37
PLM VISUAL IDENTITY GUIDEBOOK To fully equip PLM with a strong branding image, the colleges are provided a guide for their individual images. 38
Official College Logos 39
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College of Law 41
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Graduate School of Law 43
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College of Medicine 45
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