VISUAL IDENTITY GUIDELINES

Transcription

1 VISUAL IDENTITY GUIDELINES

2 TABLE OF CONTENTS INTRODUCTION Using the Guidelines 1 LOGOS Principia College Seal College Wordmark College P Athletics Branding SOCIAL MEDIA IDENTITY Social Media Overview Identity for Social Media COLOR Principia College Colors Neutrals and Secondary Palette Tertiary Palette TYPOGRAPHY Typography Overview Typography Hierarchy PHOTOGRAPHY Photography Snapshot Duotone Portraits IDENTITY MATERIALS Personal Note Cards Letterhead Business Cards ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb. To initiate a marketing job, fill out a Marketing and Communications Request Form.

3 USING THE GUIDELINES Visual Identity Guide Overview A core part of an organization s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide is designed to help everyone at Principia College present our visual identity in a consistent way across all communications. Utilizing the visual identity standards provided in this guide will help accomplish three key objectives: Enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences Differentiate Principia College in a consistent and effective manner Reinforce Principia College s brand, which, in turn, will support the institution s growth and strategic objectives COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director laurel.walters@principia.edu Ext NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director kathy.coyne@principia.edu Ext DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director ben.schaberg@principia.edu Ext EDITORIAL Trudy Palmer Editorial Director trudy.palmer@principia.edu Ext DIGITAL Jonathan Hosmer Web Director jonathan.hosmer@principia.edu Ext GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator kristin.manker@principia.edu Ext

4 LOGOS Principia College s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness. 2

5 PRINCIPIA COLLEGE SEAL The Principia College seal is the formal mark of the College and is reserved for formal and ceremonial use, such as diplomas, engraved plaques, and transcripts. It is also used for presidential identity materials, such as letterhead and note cards. SEAL VISUAL ELEMENTS Principia College Wordmark principia college College Chapel Rendering a s t h e s o w i n g, t h e r e a pi n g Principia Motto DUOTONE / 295 AND 872 PMS BLACK 0.25 inch Exclusion Zone principia college a s t h e s o w i n g, t h e r e a pi n g principia college a s t h e s o w i n g, t h e r e a pi n g 0.25 inch Exclusion Zone principia college a s t h e s o w i n g, t h e r e a pi n g 0.25 inch Exclusion Zone 1.25 INCHES DEFAULT HEIGHT 0.25 inch Exclusion Zone principia college a s t h e s o w i n g, t h e r e a pi n g INCHES MINIMUM HEIGHT MINIMUM HEIGHT In some instances, the seal height may be reduced, but it should never be smaller than inch, to preserve legibility. If working within a smaller visual space, use the College wordmark in place of the seal. 3

6 PRINCIPIA COLLEGE WORDMARK A wordmark is a stylized treatment of an institution s name. The word the is not part of the College s name, as evidenced by this wordmark. The wordmark and College P, used individually or together, are the only marks that may be used for non-athletic logo items, such as clothing, banners, water bottles, mugs, etc. The wordmark uses a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below. 4

7 PRINCIPIA COLLEGE P The Principia College P is the collegiate mark of the College as well as the official mark of Principia College Athletics. It should always appear in navy with gold outline within a white circle. When used as the collegiate mark, it should appear with the wordmark. When used in connection with athletics, the College P should appear without the wordmark inch Exclusion Zone 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 1.25 INCHES DEFAULT HEIGHT 0.25 inch Exclusion Zone AGAINST NAVY MINIMUM HEIGHT In some instances, the height of the P may be reduced, but it should never be smaller than 0.5 inches, to preserve legibility. If working within a smaller visual space, use the College wordmark in place of the P. 0.5 INCHES MINIMUM HEIGHT COLLEGE P + WORDMARK The College P and the wordmark, used individually or together, are the only marks that may be used for nonathletic logo items, such as clothing, banners, water bottles, mugs, etc. The College wordmark can be paired with the College P in the following ways. It is important that these respective sizes and balances be maintained. 5

8 PRINCIPIA COLLEGE ATHLETICS BRANDING The Panther is Principia s mascot for both the Panthers and Lady Panthers. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November This art cannot be altered, tweaked, or changed in any way. PANTHER MARKS STANDARD PANTHER HEAD ONE-COLOR PANTHER HEAD REVERSE ONE-COLOR PANTHER HEAD STANDARD PANTHER PAW (Use in these colors only.) ATHLETICS WORDMARKS ATHLETICS TYPOGRAPHY Principia uses two standard typefaces for athletics: Freshman and Nevis. Please contact the Marketing Department, or have your vendor work directly with the Marketing Department, to get these font files. FRESHMAN NEVIS BOLD 6

9 SOCIAL MEDIA Our audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital communications, it s important to keep in mind how our audience digests digital content and how it appears on screen. 7

10 SOCIAL MEDIA OVERVIEW Many of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel. CHANNEL TWITTER FACEBOOK INSTAGRAM LINKEDIN HOW TO USE Share live-event updates, engage one on one with the community, and seek out and engage in brandrelated conversations. Share news, milestone updates, or photos and videos that show campus life and events. Post visually striking inthe-moment photos and videos that communicate a sense of brand personality. Post job opportunities and industry thought leadership, and publish news about the institution itself. CORE USER DEMOGRAPHIC MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS MILLENNIALS GEN Z COPY APPROACH CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL IMAGE PRODUCTION VALUE CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL 8

11 IDENTITY FOR SOCIAL MEDIA Principia College runs active channels on Facebook, Twitter, YouTube, and Instagram. We encourage our community to like, share, and engage with these channels to increase our exposure and help us communicate via social media. For a full list of our channels, visit COLLEGE SOCIAL MEDIA PROFILES AND CHANNELS Facebook Twitter Instagram Facebook College Twitter College Instagram College YouTube College /PrincipiaCollege 9

12 COLOR Principia s colors say a lot about who we are. Beyond our logos, they re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for each of our pieces. To maintain visual consistency across all College materials, use only the colors outlined in this section. 10

13 PRINCIPIA COLLEGE COLORS Our colors consist of primary, neutral, secondary, and tertiary palettes. Our primary palette features the institutional colors blue and gold. This primary palette ensures we stay true to who we are, but the neutral, secondary, and tertiary palettes help build color schemes that are complementary and balanced. This helps the primary palette adjust to meet the needs of various communications. PRIMARY PALETTE PMS 872C CMYK 20 / 30 / 70 / 15 RGB 180 / 151 / 90 HEX #b49759 PMS 295C CMYK 100 / 85 / 36 / 39 RGB 16 / 43 / 82 HEX #102b51 11

14 PRINCIPIA COLLEGE NEUTRALS PALETTE CMYK 3 / 2 / 2 / 0 RGB 244 / 244 / 244 HEX #f4f4f4 CMYK 70 / 63 / 62 / 58 RGB 51 / 51 / 51 HEX # CMYK 91 / 61 / 18 / 3 RGB 29 /99 / 151 HEX #1c6396 PRINCIPIA COLLEGE TERTIARY PALETTE CMYK 100 / 8 / 59 / 38 RGB 0 / 111 / 96 HEX #006e60 CMYK 1 / 75 / 100 / 8 RGB 220 / 93 / 32 HEX #dc5d1f CMYK 2 / 22 / 100 / 15 RGB 215 / 172 / 17 HEX #d7ab10 12

15 TYPOGRAPHY When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Principia s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums. A C D E F 13

16 TYPOGRAPHY OVERVIEW Flexibility comes from using one type family that contains all the necessary styles. Principia s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form. PRIMARY SANS-SERIF ROBOTO Uses: Headlines, subheadlines, body copy, page titles, captions CHARACTERS A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ~ ( { [ - + =., ; : ] } ) WEIGHTS REGULAR ITALIC BOLD BOLD ITALIC PRIMARY SERIF CHARACTERS WEIGHTS ROBOTO SLAB Uses: Headlines, callouts, fast facts A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ~ ( { [ - + =., ; : ] } ) LIGHT REGULAR BOLD 14

17 TYPOGRAPHY HIERARCHY This sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information. PELLENTESQUE HABITANT MORBI TRISTIQUE Label Roboto, Black, All Caps Kerning -25, Size 9 pt. LOREM IP SUM DOLOR. Short Headline Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt. Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Subhead or Lead-In Copy Roboto, Bold, Title Case Size 16 pt., Leading 20 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Vivamus vestibulum dictum est, sit amet dignissim eros scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin. Body Copy Roboto, Regular Size 10 pt., Leading 14 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Captions Roboto, Italic Size 8 pt., Leading 12 pt. 15

18 PHOTOGRAPHY Photography is a powerful asset for visual storytelling. It helps us tell the rich, full story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that s distinctly ours. 16

19 PHOTOGRAPHY SNAPSHOT Principia s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. Photography should illustrate the range of activities on and off campus, including academics, athletics, the arts, experiential education, abroads, character development, and Christian Science in action. It should also include student portraits and highlight our beautiful campus. 17

20 DUOTONE PORTRAITS When engaging prospective students or other external audiences for the College, duotone portraits can be used to showcase our students and their stories. These portraits should be forward facing, photographed in studio on a neutral background. Use these photos with headlines, quotes, or the Principia brand marks. 1. Use a.tif file with a grayscale color profile for the image Change the image fill color to Pantone 295 by using the Direct Select tool. Do not use any other color or add a layer effect to the image. 3. Set the background or container to a 30% tint of Pantones 117, 1525, or 3298 by using the Selection tool Tint: 100% Tint: 30% 18

21 IDENTITY MATERIALS Principia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards. 19

22 PERSONAL NOTE CARDS The Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5 x 7 white card stock. Institutional thank-you cards are printed at a 10 x 7 size and folded in half to a final size of 5 x 7 with the inside blank. PRESIDENTIAL NOTE CARD COLLEGE NOTE CARD First Last, Degree Title title title title First Last, Degree Title title title title principia college 5 INCHES a s t h e s o w i n g, t h e r e a pi n g Principia College, One Maybeck Place, Elsah, IL l l first.last@principia.edu Principia College, One Maybeck Place, Elsah, IL l l first.last@principia.edu 7 INCHES Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 20

23 LETTERHEAD Principia has standard letterhead for the College to be used by all departments. The Presidential letterhead is to be used by the President s Office only. PRESIDENTIAL LETTERHEAD COLLEGE LETTERHEAD DEPARTMENT NAME GOES HERE One Maybeck Place Elsah, IL INCHES 8.5 INCHES CUSTOMIZABLE TEMPLATE CONTENT Extension OFFICE OR DEPARTMENT NAME ONE OR TWO LINES One Maybeck Place Elsah, IL XXXX College Website URL Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 21

24 BUSINESS CARDS The Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and address. COLLEGE BUSINESS CARD FRONT COLLEGE BUSINESS CARD BACK First Last, PhD Title Department One Maybeck Place, Elsah, IL Office: , ext Cell: Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 22

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