OF THE

ERSITY

PHI PIN
LIP
V
NI
ES
U
190 8

VISUAL
IDENTITY
GUIDEBOOK
 OF THE

VER ITY

PHI PIN
S

LIP
NI
ES
U
190 8

VISUAL
IDENTITY
GUIDEBOOK
Dr. Edna Estifania Co, Vice President for Public Affairs
Fatima Cabaña,
Frances Director,Deputy
Fatima Cabana, SIO Director, System Information Office
Production team
Jose Santos Ardevilla
Ruben de Jesus
Joy Ilagan
Gregg Lloren
Annie Denise Lumbao
Marc San Valentin
Gerard Suanes
Conrado Viriña
 TABLE OF CONTENTS

Foreword 8

UP Seal

Evolution of seal 11

Seal color 13

Logotype 14

Logotype with seal 15

UP Colors 19

UP Oblation 22

UP Typeface 28

UP Identity Applied 31

Social media 32

Name card 35

ID 36

Letterhead 37

Memopad 38

Envelope 39

Poster 40

Glossary 41
 FOREWORD

O ne UP. This is the guiding principle

that binds us all in the University of the
By adhering to the guidelines in this book,
we remain faithful to the UP identity and
Philippines. We have grown from a single continue to promote our unity as an
campus in Manila to a university system of institution. A consistent and unified visual
eight constituent universities across the identity strengthens our character as the sole
country, but we are still one university. No national university of our country—
matter which campus or unit we belong to, trustworthy, reliable, and loyal to its
we have one identity. We are UP. traditions and ideals of honor, excellence,
leadership, and service to the Filipino nation
The UP Visual Identity Guidebook and the rest of humanity.
concretizes this principle of unity,
particularly the University’s visual Let us go beyond unity as a guiding
presentation through its recognizable and principle. Let the concept of unity manifest
time-honored symbols, icons, images, and itself in the way we present our institution.
graphic design. It takes off from the UP Let us be consistent in showing the world
Brand Book of 2007 and serves as the who we are as a university.
manual of standards in using, maintaining,
and protecting the integrity of the UP We only have one identity. We are One UP.
identity and its intellectual property rights.

Alfredo E. Pascual
President

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UP VISUAL IDENTITY GUIDEBOOK

THE

UP
SEAL

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 UP VISUAL IDENTITY GUIDEBOOK

OF THE OF THE
VER ITY

VER ITY
PHI PIN

PHI PIN
S

LIP

LIP
NI

NI
ES ES
U U
190 8 190 8

Figure 1. Full color rendering (left) and lineshot rendering (right) of the UP Seal.

SEAL
The University of the Philippines seal is the official representation of the university. Respect
for the seal is observed at all times, whenever and whatever purpose it may be used. It
cannot be truncated by skewing, adding elements such as a drop shadow, or arbitrarily
changing the color. There shall be no elements that shall impinge directly upon the seal such
as reducing its opacity and making it into a watermark. The heraldic roots demands that it
cannot be tampered and modified in whatever way to honor the history of the institution.

The current seal used by the University of the Philippines was approved by the Board of
Regents at its 77th meeting on February 25, 1913.

“The seal of the University shall be as approved by the Board of Regents. It shall be two
inches in diameter (1 ¼ inches within the circle) and shall have the inscription
"University of the Philippines System" at the top and "1908" at the bottom. A constituent
university may adopt the University Seal indicating its name and year of
establishment.” (The 2005 Revised Code of the University of the Philippines System
ART. 467.)

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 UP VISUAL IDENTITY GUIDEBOOK

Evolution of the UP Seal

The current seal used by the University of the Philippines was approved by the
Board of Regents at its 77th meeting on February 25, 1913.

“The seal of the University shall be as approved by the Board of Regents. It shall be
two inches in diameter (1 ¼ inches within the circle) and shall have the inscription
"University of the Philippines System" at the top and "1908" at the bottom. A
constituent university may adopt the University Seal indicating its name and year of
establishment.” (The 2005 Revised Code of the University of the Philippines System
ART. 467.)

OF THE

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Figure 2. Previous designs of the UP Seal and the current seal

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 UP VISUAL IDENTITY GUIDEBOOK

Clearance = Text Height

OF THE
Text Height

ERSITY

PHIL PPIN
2.5 in / 63.5 mm
1.75 in / 44.45 mm

I
Inner circle
IV

E Circular baseline of type

UN
190 8

Figure 3. Schematic diagram of the UP Seal

When there is a need to resize the seal for different media applications, the seal must be scaled
uniformly as one whole unit to maintain the correct proportions.

The seal cannot be re-drawn nor re-created. You may access a digital version of the Seal through the
UP System Information Office

• The interior circle (where the shield is located) is 62.5 % smaller than the outer circle of the seal.
It contains the eagle perched on the shield that holds the representation for different fields and
specializations in the University
• The circular baseline of the type University of the Philippines is 43% smaller than the outer circle.
• The circles, type, eagle and shield are vertically aligned to the center.

It would be prudent for the seal not to be cluttered with any outside elements near it. Observe a
clearance 25% larger than the outer circle to ensure that the no visual element enters the visual space
of the seal.

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 UP VISUAL IDENTITY GUIDEBOOK

Maroon (UP Maroon)

OF THE

VER ITY

PHI PIN
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Forest Green

LIP
NI
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U
Yellow (to approximate gold) 190 8

Figure 4. Color assignment for the UP Seal

Seal Color
Color assignment for the seal

The color of the outline and the logotype of the seal is yellow. It delineates and defines each
section. The background color of the outer circle and the upper part of the shield is forest
green. The elements such as the eagle, the interior circle, and the lower part of the shield are
in maroon and outlined in yellow.

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 UP VISUAL IDENTITY GUIDEBOOK

LOGOTYPE
Of equal importance to the Visual Identity of UP is its logotype. It establishes the institutional
identity more directly.

The logotype and its alternate versions is ideal for clear and direct usage especially when size
constraints no longer allows for a clear and visible reproduction of the Seal.

1) University of the Philippines

2) Unibersidad ng Pilipinas

3) UP

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 UP VISUAL IDENTITY GUIDEBOOK

Logotype with the Seal

When using the Seal with the logotype, the prescribed labels/nomenclature for the labels are as
follows: (1) University of the Philippines, and; (2) Unibersidad ng Pilipinas, (3) UP.

There shall be instances in which both the seal and the logotypes 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 “UP” may be used provided that it is
placed under the Seal

The horizontal and stacked application of the logotype and Seal will have two versions:
• English
• Filipino (as indicated in Memorandum No. PAEP-15-48)

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Vertical
The color of the text is set at 80% black as a way to create a visual hierarchy

OF THE OF THE
VER ITY

VER ITY
PHI PIN

PHI PIN
S

S
LIP

LIP
NI

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ES ES
U U
x 190 8 x 190 8
x x

Figure 5. Line
The color of theshot
textand
is setcolor version
at 80% blackofasthe UP to
a way Seal in vertical
create a visualorientation
hierarchy.

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 UP VISUAL IDENTITY GUIDEBOOK

Horizontal

x x

O F TH E
RSITY

PH I
LIPPI University of the Philippines
E
IV

ES N
UN
1908

x x
O F THE
RSITY

PHI PIN
LIP

Unibersidad ng Pilipinas
E
IV

ES
UN
1908

x x

OF THE
RSITY

PHI PIN
LI P

University of the Philippines

E
IV

ES
UN
190 8

x x
OF THE
RSITY

PHI PIN
LI P

Unibersidad ng Pilipinas
E
IV

ES
UN
190 8

Figure 6. Line shot and color versions of the UP Seal in horizontal orientation. The height of the
text corresponds to the height of the shield, the safe zone corresponds to the measurement of the
outer circle of the seal.

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 UP VISUAL IDENTITY GUIDEBOOK

Horizontal (stacked)

OF THE

VER ITY

PHI PIN
S

LIP
y

NI
ES
U
x 190 8
x
y
University of the Philippines

OF THE

VER ITY

PHI PIN
S

LIP
y

NI
ES
U
x 190 8
x
y
Unibersidad ng Pilipinas

OF THE
VER ITY

PHI PIN
S

LIP

y
NI

ES
U
x 190 8
x
y
University of the Philippines

OF THE
VER ITY

PHI PIN
S

LIP

y
NI

ES
U
x 190 8
x
y
Unibersidad ng Pilipinas

Figure 7. Horizontal stacked orientation of the UP seal.

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UP VISUAL IDENTITY GUIDEBOOK

THE

UP
COLORS

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 UP VISUAL IDENTITY GUIDEBOOK

INSTITUTIONAL COLORS

The University of the Philippines has four institutional colors. The first two colors are based
on ART.466 The 2005 Revised Code of the University of the Philippines System. These are:
• Maroon which is the Primary color of the University, and
• Forest green which is its complimentary color.
The next two colors re:
• Gold which is applicable only as an accent color and provides definition to the details
and main sections of the Seal.
• Spot Black which is used for the logotype.

Addition or introduction of other supplementary colors is not permitted in order to preserve

the identity of the University.

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 UP VISUAL IDENTITY GUIDEBOOK

Accuracy in print production methods will ensure the quality of reproduction of the UP visual
identity. As such, the two main factors to be considered are:1) paper quality and surface (Coated
or Uncoated), and 2.) ink percentages for color management.

Use the following color specifications for each type of paper.*

Coated Uncoated
Maroon (UP Maroon) PANTONE 1955C PANTONE 1955U
C- 29.12 % C- 34.12 %
M- 100 % M- 75.46 %
Y- 70.3 % Y- 49.49 %
K- 26.69 % K- 13.6 %

Forest Green PANTONE 7484C PANTONE 7484U

C- 91.12 % C- 74.47 %
M- 39.92 % M- 39.78 %
Y- 79.14 % Y- 61.68 %
K- 37.38 % K- 20.83 %

Yellow PANTONE 1235C PANTONE 116U

(to approximate gold) C- 0 % C- 0 %
M- 32.06 % M- 34.17 %
Y- 94.9 % Y- 95.99 %
K- 0 % K- 0 %

Black Spot Black Spot Black

*Coated paper has a smoother surface compared to the uncoated paper; thus coated paper is a better choice for
magazines, brochures, & coffee table books. Uncoated paper is more suitable for typical office documents, for
newsletters, official letterhead, photocopying papers, paperback books, tissue paper, and watercolor paper. Whichever the
selected paper, its surface will have a different rate of ink absorption, hence, there is a need for color preservtion during
reproduction.

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 UP VISUAL IDENTITY GUIDEBOOK

THE

UP
OBLATION

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 UP VISUAL IDENTITY GUIDEBOOK

OBLATION

As one of the most identifiable, endearing, and enduring symbols of the University of the
Philippines, the Oblation is an image that has historical narrative significance and
demands respect in terms of usage and visibility. The oblation (and the space in which it
is located) “helped define institutional identity for the benefit of ‘outsiders’” (Cañete 57).

History

UP President Rafael Palma commissioned National Artist Guillermo Tolentino to create

the Oblation. Tolentino, who also served as the Dean for the School of Fine Arts, engaged
in further studies in Italy at the time of the rise of Mussolini. Tolentino brings home and
into his sculpting the Oblation with attributed notions of sacrifice as elevated upon a
pedestal. The Oblation is a visualization of two literary works by Dr. Jose P. Rizal, both
indicating the clarion call for the youth to engage in the rigors of change and progress.
The literary sources are from the second stanza of “Mi Ultimo Adios” and “A la Juventud
Filipina.”

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 UP VISUAL IDENTITY GUIDEBOOK

Symbolism

The UP Oblation symbolizes the willing sacrifice to achieve higher aspirations for the
nation and for the people. The pose (outstretched arms, open hands tilted head, closed
eyes, parted lips with the breast pushed forward) is Tolentino’s interpretation of the 2nd
stanza of “Mi Ultimo Adios” and the unknown heroes who fell during the night. The
statue is 3.5 meters high corresponding to 350 years of Spanish colonial rule. The base,
which serves as a pedestal, is a stylized representation of the Philippine archipelago. The
rocks that line the base came from the Montalban gorge, highlighting the historical and
cultural significance of the site. The plant at the foot of the oblation is the Katakataka
which symbolizes the heroism of the Filipino people.

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 UP VISUAL IDENTITY GUIDEBOOK

The Oblation is to be used in its entirety with the statue on its pedestal at all times to keep its
historical and symbolic significance intact.

To ensure the best representation of the Oblation in various media, use the single-colored
graphic representation (silhouette) rather than a photographic reproduction. This ensures high
contrast and visibility in any given layout.

Sources
The University of the Philippines Art Collection, page 8 Print.
Paras Perez, Rodolfo. Tolentino, National Art Foundation of Malolos. 1976. 117-119 Print.
Cañete, Reuben. Sacrificial Bodies, The Oblation and the Political Aesthetics of Masculine Representations in
Philippine Visual Cultures. Quezon City: U

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 UP VISUAL IDENTITY GUIDEBOOK

When using the Oblation, provide clearance space around it to ensure maximum visibility.
The clearance around the Oblation is 1/7th of the width of the base.

Example:
For a reproduction with a base measuring seven inches, a clearance around the
Oblation measuring one inch is required.

X/7

X/7 X/7

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 UP VISUAL IDENTITY GUIDEBOOK

The following examples of the improper usage of the Oblation should be

avoided as it violates the integrity of the UP visual Identity and makes the
Oblation a mere decorative element.

Inappropriate application of the Oblation

Text

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 UP VISUAL IDENTITY GUIDEBOOK

THE

UP
TYPEFACE

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 UP VISUAL IDENTITY GUIDEBOOK

TYPEFACE

Padayon
To be used only for the logotype.

Other Typefaces
To ensure clarity and uniformity across official communication materials, use Optima and
Palatino. Optima is an elegant typeface that maintains legibility even in its minimum size.
Palatino's characteristics of large x-height and good stroke contrast and serifs makes it highly
legible and ideal to use in all official documents.

You may also use Avenir and Helvetica in unofficial documents and materials.

Optima
To be used for titles and headings.

Palatino
To be used for body text in official documents.

Avenir/ Helvetica
To be used for body text in unofficial documents and materials.

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 UP VISUAL IDENTITY GUIDEBOOK

Character maps
Padayon

UP

abdefghilnoprsty

Optima
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Palatino
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Helvetica
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

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UP VISUAL IDENTITY GUIDEBOOK

THE

UP
IDENTITY
APPLIED

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 UP VISUAL IDENTITY GUIDEBOOK

SOCIAL MEDIA APPLICATION

Digital platforms present a distinct set of challenges for maintaining the institutional
identity of UP. This is brought about by the evolving platforms for delivery and access
of data via mobile and screen devices. In order to compete with varying visual stimuli
in the digital platform, the identity of the university has to be displayed clearly and
distinctly.

File format

Saving any image for the web requires that the RGB color space be used. There are
three suitable formats for the web.
• GIF- a low resolution format that allows transparency and the implementation
of animation
• JPG- a format specifically created for digital photographs and provides control
over image sizes by adjusting the quality of the photograph
• PNG- a higher image resolution format that allows the users to preserve
transparency in an image

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 UP VISUAL IDENTITY GUIDEBOOK

Website placement and size specification

The seal or the logotype should be placed in the upper left hand corner of the page
following Western reading orientation. The seal can be placed in the main content area for a
larger clearance. Observe the prescribed minimum size of the Seal usage (see section on the
UP Seal). When the size of the page requires that the seal be scaled down to the point that
the details are no longer recognizable, it is advisable to use the logotype
“University of the Philippines” as a replacement of the seal.

Application of the seal in different social media platforms

Do not distort nor re-construct the Seal, Logotype and Oblation. Use only the prescribed
and provided set of Seals and Logotype to avoid any distortion brought about by scaling up
or down of these elements. The dimensions listed below are recommended for use in
various social media platforms.

Facebook: 180 x 180 px

linkedIn: 400 x 400 px
Instagram: 110 x 110 px
Twitter: 400 x 400 px

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 UP VISUAL IDENTITY GUIDEBOOK

Sample websites

The following are samples of correct seal placement:

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 UP VISUAL IDENTITY GUIDEBOOK

APPLICATION FOR PRINTED MATERIALS

Namecards

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 UP VISUAL IDENTITY GUIDEBOOK

IDENTIFICATION CARD

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 UP VISUAL IDENTITY GUIDEBOOK

LETTERHEAD

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 UP VISUAL IDENTITY GUIDEBOOK

MEMO PAD

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 UP VISUAL IDENTITY GUIDEBOOK

ENVELOPE
242 mm

20 mm

10 mm

105 mm

5mm
5mm
OF THE
System Information Office
RSITY

PHI PIN

25mm UNIVERSITY OF THE PHILIPPINES

LIP
E

Office Address
IV

ES
UN
1908

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 UP VISUAL IDENTITY GUIDEBOOK

POSTER PRESENTATION
OF THE

ERSITY

PHI PIN
LI P
IV
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UN
190 8

Title of the Research Project

Author/s
Abstract Section Head xxxxxxxxxxxxxxx
Fusce dignissim urna ut felis euismod, sed dignissim Lorem ipsum dolor sit aliquam faucibus,
lectus varius. Integer commodo elementum rutrum. Cras amet, consectetur adipi- lacus nibh blandit
ultrices neque eget quam vehicula blandit. Integer sagit- scing elit. Curabitur non massa, sit amet euis-
tis, quam a consectetur euismod, quam erat consectetur ante eget tellus dictum mod dolor arcu ut
sem, quis pretium sem augue id nunc. Aliquam erat auctor. Nullam est elit, tellus. Fusce sed
volutpat. Pellentesque et eros mauris. Nullam ut volutpat sit amet posuere bibendum eros. Nam
accumsan turpis. Vestibulum dapibus ornare nibh, vitae, efficitur vitae quam. aliquam suscipit
venenatis ultrices risus pharetra egestas. Nunc sit amet Phasellus suscipit, sem at tempor. Vivamus
odio eu lectus luctus consectetur. Donec commodo
pellentesque nunc, at consectetur velit lobortis ut. Ali-
quam id purus laoreet, egestas augue laoreet, egestas
urna. In non cursus magna. Proin ut suscipit tellus, sit
amet dignissim ante. Etiam nec ex eu ipsum malesuada
dapibus non at tellus.

Section Head xxxxxxxxxxxxxxx

Lorem ipsum dolor sit
amet, consectetur adipi-
scing elit. Curabitur non
ante eget tellus dictum
auctor. Nullam est elit,
volutpat sit amet posuere
Lorem ipsum dolor sit amet,
vitae, efficitur vitae quam.
consectetur adipiscing elit. Section Head xxxxxxxxxxxxxxx
Phasellus suscipit, sem at
Aenean tortor tellus, hen- Fusce dignissim urna ut aliquam faucibus,
aliquam faucibus, lacus
drerit sit amet lacus nec, felis euismod, sed dignis- lacus nibh blandit
nibh blandit massa, sit
suscipit gravida mauris. sim lectus varius. Integer massa, sit amet euis-
amet euismod dolor arcu
Morbi volutpat velit in velit commodo elementum mod dolor arcu ut
ut tellus. Fusce sed biben-
congue, ut fringilla risus rutrum. Cras ultrices tellus. Fusce sed
dum eros. Nam aliquam
varius. Etiam rhoncus gravi- neque eget quam vehicu- bibendum eros. Nam
suscipit tempor. Vivamus
da lorem, eget rutrum nisl. la blandit. Integer sagittis, aliquam suscipit
laoreet turpis in massa
Curabitur scelerisque quam a consectetur euis- tempor. Vivamus
faucibus, ut suscipit mi
bibendum lorem, vel fauci- mod, quam erat consecte- laoreet turpis in massa
pretium. Nulla at ante vel
bus sapien fringilla ut. Inte- tur sem, quis pretium sem faucibus, ut suscipit mi
quam mattis euismod sit
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amet vel magna. Inter-
quis euismod erat, sed con- erat volutpat. Pellen- vel quam mattis euis-
dum et malesuada fames
dimentum sem. Maecenas tesque et eros mauris. mod sit amet vel
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bus ornare nibh, venena- ante ipsum primis in
tis ultrices risus pharetra faucibus
egestas. Nunc sit amet

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 UP VISUAL IDENTITY GUIDEBOOK

GLOSSARY

Bleed – refers to objects that extend beyond the printed page

Raster - also called bitmap graphics, are digital images that are composed of tiny rectangular pixels,
or picture elements, that are arranged in a grid or raster of x and y coordinates (includes a z
coordinate in case of 3D) in such a way that it forms an image

Coated Paper – A specialized printing paper with a smooth finish or surface

Crop – To cut off parts of an image

Drop-Out – Portion of the artwork that do not print (i.e. show portion of the substrate or paper)

Font – A set of printable or displayable text character s in a specific style and size

Inkjet – A printing method in which electrically charged droplets of ink are sprayed onto the paper

Leading – The spacing between the baseline of types

Logo – a graphic symbol adopted to identify an organization, its products, materials, etc...

Logotype – A single piece of type bearing two or more usually separate elements that is used to
identify a product or institution

Kerning – The spacing between individual characters

Offset Printing – A method of mass-production printing in which the images on metal plates are
transferred (offset) to rubber blankets or rollers and then to the print media

Reversing – Using white or light colors to define the detail of the figure

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Seal – The official visual representation of an entity

Serif – A stroke added as a stop to the beginning and end of the main strokes of a character

San Serif – A category of typefaces that do not use serifs, small lines at the ends of characters

Stroke- Outline of a shape

Substrate – Any surface on which printing is done

Tracking – Similar to Kerning but is applied to group of letters rather than individual characters

Typography – The process of using type to print onto a page, or the general look of letters and words on a page

Typeface – Typefaces describe the overall look of the characters contained within the font

Vector Graphic – Images created with paths, which are defined by a start and end point, along with other
points, curves, and angles along the way

42