TTUHSC Identity Guidelines

Print Collateral

As part of our Texas Tech University Health Sciences Center identity strategy, we've developed prototypical design solutions for a wide range of printed materials – from full-color pieces to economical spot-color and black-and-white solutions. Different though they may be, each integrates signature Health Sciences Center identity attributes and elements.

Newsletter and Brochure Templates

We've created standardized formats for newsletter and brochures that include the flexibility necessary to meet a range of needs. The templates utilize signature colors, typography, imagery and other graphic elements to ensure consistency with other communication efforts, while providing opportunity for creative design and writing solutions.

The templates are just a few of the many possible variations that can be developed within this identity system. Use the templates as they are or to create a design that is unique to your unit.

Here are some examples in pdf format.

Example 1

Example 2

Example 3

Contact Suzanna Martinez at 806-743-2143 in the Office of Communications and Marketing for assistance.

A Flexible, Yet Well-Defined Structure

To maintain a consistent look, we use a columned grid structure throughout our collateral system as well as standardized formats for various types of literature. Within these formats we have included the flexibility necessary to meet a range of information presentation needs – from content-intensive course schedules, catalogs and information sheets to image-intensive enrollment and development brochure uses. The common use of our underlying grid structure along with our signature colors, typography, branded imagery and other graphic elements ensures consistency across all communications, while providing a rich opportunity for creative design and writing solutions.

The examples shown in this guide are just a few of the many possible variations that can be developed within this identity system.

A Signature Graphic Device

We've incorporated a horizontal bar we call a "Signature Bar" into the top of all cover pages within the print collateral system in order to elevate the visibility of the new identity system and create a recognizable graphic device for all Health Sciences Center academic print collateral. The bar allows the Official Signature or Academic Signature to maintain a position of prominence and allows the reader to quickly identify the source of the communication.

Signature Bars within the Health Sciences Center identity system should either be our official gray or white to maintain a professional health care image throughout all our marketing and communication materials. White works best when combined with four-color or black-and-white photography, or when using a large field of gray or red to invoke familiar health care color associations. Grey Signature Bars work best with large fields of white that incorporate photography, typography or tone-on-tone graphics. Red should not be used as a Signature Bar color. Maintaining correct color use of this foundational graphic device across each institution is essential to the successful implementation of the design system. No exceptions should be made within print collateral applications.

The following table identifies standard print collateral sizes and prescribed Signature Bar depths that best align within our one-quarter inch grid system. For applications that fall outside of these standard forms, optically evaluate the relationship that best approximates our standard while aligning to the grid.

Tier One Print Collateral

Tier One designs are custom solutions for one-of-a-kind vehicles such as such as institutional, recruitment and development brochures. The unique nature of their marketing and communication objectives, as well as their function, gives them considerable design flexibility. The primary requirements placed on their concept and design are that they remain consistent with our identity strategy and that they utilize the core visual elements of our system including the Signature Bar, grid, color palette, typography and official identities.

Tier Two Print Collateral

Tier Two includes marketing and communication materials such as school, departmental, program or patient care brochures that must accommodate unique messaging and information requirements while still existing within an integrated family. We've provided an example of how a family of school brochures may nest within a Health Sciences Center pocket folder, providing a unified system while still leveraging the specific images and key messages of the component schools, departments or programs.

Tier Three Print Collateral

Within our design system, we have recognized the need for both standardized and custom-designed solutions. Printed materials that contain standard data structures and repetitive content such as course schedules, catalogs and student handbooks are prime candidates for uniform interior page design templates. Providing templates for these pervasive and constantly changing text-heavy documents allows for greater design and production efficiencies, especially within a large university environment with regional academic campuses and centers. We've classified these types of printed materials as Tier Three, characterized more by their documentary versus marketing role.