Mount Marty College BRAND BOOK

Transcription

1 Mount Marty College BRAND BOOK

2 Overview This book is for those producing communication materials - print or online - for Mount Marty College. We offer guidance and provide boundaries within which to work. Adherence to graphic standards make telling the MMC story easier. The Mount Marty College Brand Book helps you use your creativity to make effective marketing tools. The Mount Marty College brand can be thought of as professional, yet fun. Prestigious, yet open to everyone. It is made up of who we are, what we do, and how we go about creating it. Our Mission Mount Marty College, an academic community in the Catholic Benedictine liberal arts tradition, prepares students for a contemporary world of work, service to the human community, and personal growth. Our Vision Mount Marty College is committed to becoming a preeminent academic institution in the region, combining the liberal arts and career-oriented education. Our Core Values Awareness of God Community Hospitality Life-Long Learning Our Marketing Strategy Mount Marty College s marketing and communications dept. oversees the brand and voice of the college and develops effective marketing strategies, campaigns and communications to support the college s goals of increasing engagement and attracting resources through digital and traditional marketing, events and public relations. Driven by research and data, our goal is to connect the college with prospective students and their parents, alumni, donors, media and the communities. Contents Graphic Standards Logo Colors... 6 Typography... 7 Photography... 8 Examples... 9

3 Graphic standards This section provides standards for uses communication components that represent the Mount Marty College brand including our name and logo. Only official college entities and commercial enterprises that enter into licensing agreement with the college may use these components. These graphic standards are designed to ensure accurate, consistent, and responsible use of these components. This guide is meant to be used as a reference tool to show the proper use of the college marks. It is not intended to turn every person on campus into a brand expert, but merely explain how and why the brand is the way it is. All graphic files are available from the Graphic Design Specialist. MMC Brand Book 2

4 logo - do s Centered Logo: QUICK TIPS Only use the recommended color options: 2-color (white & gold) and 1-color (blue, gold, black, white) There should be 3/16 of white space around the logo. Horizontal Logo: Stacked Logo: The centered logo is our primary logo, use the horizontal version when centered does not fit. The M can be separated from the wordmark. Only use the logo variations with yellow on a blue background. Placing it on a white background makes it hard to read. Find all the different logos under resources docs > logos > Current logos MMC Brand Book 3

5 logo- don ts MOUNT MARTY COLLEGE Do not substitute fonts or use different sized fonts. Do not change the proportions. Do not alter the colors or added a border. Do not use the yellow logo on a white background. MMC Brand Book 4

6 co-brands QUICK TIPS When combing the Mount Marty Logo with another organization/club/department. The centered Mount Marty Logo should be first, followed by a horizontal line, then the organizations/club/ department logo or name. Use the same do s and don ts guidelines as the MMC Logo. The organization/club/ department typeface can be either Oswald Medium (Watertown) or Minion Pro Regular small caps (Nurse Anesthesia). To receive an official cobranded logo contact the graphic design specialist. MMC Brand Book 5

7 Colors Consistent use of Mount Marty s official colors is critical to building brand consistency and awareness. Mount Marty s brand consists of a primary and secondary palette. Primary Mount Marty s primary colors are Navy Blue and Gold. PMS: 282C and 280 U PMS: 1235C and 116U CYMK: 100, 68, 0, 54 CYMK: 0, 29, 91, 0 RGB: 28, 53, 100 RGB: 253, 187, 48 HEX: #1c3564 EX: #fdbb30 Secondary The college s secondary colors are light gray, light blue and white. These do not have to appear on every communication piece, but they are strongly recommended. PMS: 179-7C and 179-7U PMS: 112C and 112U PMS: P109-15C or U PMS: P1-1 CYMK: 0, 0, 0, 50 CYMK: 78, 14, 0, 9 CMYK: 84, 51, 0, 0 CMYK: 0, 0, 0, 0 RGB: 147, 149, 152 RGB: 0, 154, 208 RGB: 37, 116, 187 RGB: 255, 255, 255 HEX: # HEX: #009AD0 HEX: #2474bb HEX: #FFFFFF MMC Brand Book 6

8 typography Consistent use of the same typeface is critical to building brand consistency and awareness. Mount Marty s brand consists of several different typeface options including a serif, san serif, handwritten, and script. San serif - Bebas Neue ABCDEFHIJKLMNOPQRSTUVWXYZ San Serif - Oswald Light ABCDEFHIJKLMNOPQRSTUVWXYZ Abcdefhijklmnopqrstuvwzxy San Serif - Oswald Light ABCDEFHIJKLMNOPQRSTUVWXYZ Abcdefhijklmnopqrstuvwzxy Serif - Minion Pro ABCDEFHIJKLMNOPQRSTUVWXYZ abcdefhijklmnopqrstuvwzxy QUICK TIPS San serif typefaces do not have serifs, or the small lines tailing the edges of letters and symbols. Use a san serif when writing a header or title Serif have the small lies tailing the edges of letters and symbols. Use a serif when writing secondary or body copy. Use Oswald Light for bi lines or as a way to break up the title. Use Oswald Medium for the call to action header. MMC Brand Book 7

9 photography Photography has a powerful impact on Mount Marty s audience. It provides viewers with a quick distinctive impression of the college and is a critical element in telling its stories. Maintaining high standards and using photographs that support the brand reflect the excellence in the college. Professional Photography should be used as often as possible. This assures Mount Marty is using the best quality of photo available. All photos should be printed at 300 dpi at the actual size. Do not increase the size of the image as this can cause the image to be distorted. When taking photos of individuals use different angles, don t just take straight on photos. Use the rule of thirds to offset the individual, try angling the camera up towards the individual. Also, take horizontal and vertical photos. When student are photographed they need to be representing Mount Marty. This can be through a Mount Marty shirt, shorts, or bookstore item. They must also reflect the diversity of campus. Make sure the ratio of male to female is balanced, as well as ethnicity. Colors need to be bright and vibrant to catch the eye of potential students. MMC Brand Book 8

10 Examples For a closer look at these examples click their name or find the design file under examples in the files provided. The best way to keep a brand consistent is through replication of the same concepts. That is why we are providing you with examples of our viewbooks, postcards, and other admissions materials. The General Viewbook was created with the purpose providing a prospective students with information for regarding academics, campus life, community, and financial aid. This is was implemented through the use of strong pictures, testimonies, and simplified content. The viewbook has a very geometric feel, with square proof points and photo collages. The arrows were used to provide a space for proof points or secondary copy. The Financial Aid Viewbook also shares similar concepts. Postcards make up a majority of admissions mailings. Within the Senior Series Postcards testimonials were used to provide information that isn t directly from marketing while creating a personal connection. We also used strong photos to catch the readers attention. This testimonials concept also rolls into many of MMC s printed materials like P&D Newspaper ads, and Searchpiece. The Yankton Fast Facts are included to show to show how to use color blocking to break up large amounts of information. The Mount Marty Pocket Guide was created for staff, faculty, and ambassadors as a helpful tool when speaking about MMC. It provides 3 key points with facts to tell a consistent and engaging story about the MMC experience. For more examples on what the graphic design specialist has been creating or what brand standards should look like contact the marketing department. MMC Brand Book 9

11 May your marketing materials and projects be blessed.