September 2007 Vol. 12 Issue 3

New signs brand Purdue Extension
Q&A with Steve Cain

More and more educators and specialists are doing a great job of branding their materials with the Purdue Extension identity. But it has been awhile since we’ve updated signs, which leads to a frequently asked question.

Question: We want to replace the signs in front of and around our office. Are there guidelines for new signs? How much will those signs cost?

Answer: This month, every county office should receive one new sign like the example shown here.

Click here for a printable version

This sign has been provided free and will help you order additional signs. The most important thing you should remember when ordering additional signs is to make sure to match Purdue University and Purdue Extension branding.

It also is important to recognize the three key partners that are a part of these signs: Purdue University, Purdue Extension, and the county — this sign design acknowledges all three.

Match the branding closely

The problem you may encounter when ordering additional signs is that your local sign vendor may not be able to exactly match the fonts, colors, or artwork called for by this design and the Purdue Extension identity. The sign specifications are provided below — if you don’t understand some of the printer’s terms here, that’s OK, your printer will.

The essential components of each sign are:

  • A thin, solid gold bar across the top
    This bar should be “Process Gold” (Cyan 0, Magenta 25, Yellow 60, Black 30).
  • A thick, solid black bar under the gold bar with the Purdue University signature logo in white
    The black line should be “Process Black.” There should be a thin line of white space between the gold bar along the top and this black bar. Please note: the Purdue University signature is spaced inside the bar according to standards maintained by Purdue Marketing Communications, so take care with this spacing. Visit the PMC Web site for Purdue signature guidelines.
  • A screened arc that becomes thicker from left to right
    The arc also should be “Process Gold” (Cyan 0, Magenta 25, Yellow 60, Black 30). The key here is that this arc must be screened or lighter in color. The screen is 20 percent.
  • The words “Purdue Extension” above a thin gold bar extended from the right
    The words, “Purdue Extension” should be in the font, Minion Pro. The word, “Purdue” and the bar also are “Process Gold” (Cyan 0, Magenta 25, Yellow 60, Black 30). The word “Extension” is “Process Black.”
  • The words “Tippecanoe County”
    Of course, replace “Tippecanoe” with your county’s name. The county name should be in the font, Helvetica Medium Condensed. It should be “Process Gold” (Cyan 0, Magenta 25, Yellow 60, Black 30).

Some rules shouldn’t be bent

Those are the exact specifications. Not every printer may be able to match those specifications exactly. You may work with your vendor to find a color or font that’s a close substitute for those specifications. However, there are some rules that cannot be bent:

  • Always follow PMC’s rules for the Purdue University signature.
  • Never squeeze or stretch words or the Purdue University signature.
  • Do not drift too far from the color specifications above. Find a close match, do not substitute any other color you want.
  • For font suggestions and other guidelines, see the Purdue Extension Style Guide.

While it may seem trivial, sticking to the Purdue Extension brand identity is important. Big-name companies follow branding codes, so should we. When making your signs, there will be variations that need to be addressed, such as window clings or backlit signs. Again, try to match standards described here. If you think you have a potential problem, contact Abigail Borron (aborron@purdue.edu (765) 49-44390) or me (cain@purdue.edu, (765) 49-48410).

Before you choose a printer

You may work with local sign makers. However, because the signs include the Purdue University signature, your vendor must be registered with PMC — this is a rule the University established to ensure that the signature is being used correctly and by those with a right to use it. If your sign maker has a question about registering, he or she can contact:

David C. Wilson, Trademark Licensing Manager for Purdue
(765) 494-1077
dcwilson@purdue.edu

If you don’t have a local sign maker, contact Borron or me for information on the vendor who created the sign that was sent to your office.

Costs will vary

As far as the costs, those will vary a great deal. The sign like the one you received may be $80 to $140, depending on the sign maker, materials used, size and thickness of the sign, and number of signs you’re ordering. Simple, outdoor signs can range from $500 to $1,200. Complex and overly large signs can cost thousands of dollars and installation will be extra. Be sure to check your city and county building codes before ordering any outdoor signs.

Over time, these new signs will help people recognize the Purdue Extension brand.

Steve Cain, cain@purdue.edu
Abigail Borron, aborron@purdue.edu

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