1. Our Brand Defined

Transcription

1 BRAND GUIDELINES

2 1. Our Brand Defined

3 1.1 What is a brand s personality? Just like every person has a personality, every organization has a brand. You can t not have one. But, a brand is more than a logo; it s who we are or, more specifically, the way that our audience understands us. From our business cards to our advertising to the way we answer the phones, this document will help ensure that each touch point with our students, staff, competitors and business partners reflects our brand. When we understand and embrace our brand, we can use it to guide our communications, connect with our audiences and be intentional with our decisions. By purposely utilizing our brand each day, we build consistency within our organization, and trust with our students and business partners. TODAY, AND MOVING FORWARD, A GOOD BRAND WILL: Accurately represent us, Appeal to our target audiences, And differentiate us from our competition. 3

4 1.2 Our Position & Promise Positioning Statement It s a little crazy out there. Let s get you the skills and tools you need to get the job and life you want. At SPSCC, we focus on what comes next. Whether you know where you re going or need some extra guidance to find your destination, we offer the skills, resources and simplicity you re looking for to help you get there. There will be late nights, tough days and moments where you think you can t. But, at SPSCC we offer the skills and programs you need to hear the words you re hired. Brand Promise Higher education that works for you. Brand Value Proposition We provide higher education that works for you. As a community college, we serve just that the community. This means that we focus on the needs of employers just as much as our students, knowing that their relationship with each other is what matters most. We do this through our three core themes: Academic Transfer Education provide educational programs and services that prepare for associate degrees and transfers to baccalaureate institutions. Workforce Education work in partnership with business and industry to provide educational programs and services that prepare for employment. Support Student Success provide educational programs and services that ensure and prepare for ready access to, retention in, and completion of postsecondary educational goals. 4

5 1.3 Putting it together Living our brand means putting these tools to work. We are responsible for our brand. We must be its champion. We do this not only through our marketing, but also by our actions. We try to exemplify our key values in everything we do. Simplicity: Achieving your goals can be a challenging, frustrating and seemingly insurmountable process. SPSCC looks to be your safe harbor in what can be the most difficult time in your life. By focusing on the clearest path from Point A to wherever your Point B is, we can help students focus more on learning new skills and less on paperwork. Connections: At SPSCC we are focused on building a network that benefits not only our students, but area employers and the local community as a whole. We submerge ourselves in the needs of the employment community. By creating hands-on, job-skill focused learning opportunities for our students, we re building a talent pool that s tailor-made for employers in our area. We build our curriculums and frameworks around what employers are actually looking for. 5

6 1.3 Putting it together High-energy / Upbeat: Come to SPSCC and get happy. Every single student who comes to our campus is looking for their own pathway to happiness. Our job is to guide them there. With this in mind, it s no wonder that both our faculty and staff are incredibly passionate and dedicated to what we do. Professionalism: We are good at what we do. We provide education of the highest quality on a conveniently located campus and we do so without complicating the process unnecessarily. We value efficiency, effectiveness and practicality in our methodology. This sense of credibility and professionalism directly impacts the experiences of our students. Nimble: The employment market is changing, and no one is more aware of that than the faculty and staff of SPSCC. Because of that, we focus on adapting our programs and certifications to meet the needs of that market. We constantly adapt, modify and hone our offerings to ensure that our final products our students are exactly what employers are looking for and that much more. 6

7 2. Verbal & Written Communications

8 2.1 Key Principles Getting to the good life is about more than getting a specific degree or certification. But that degree or certification can certainly help. ALONG THE WAY, SPSCC ENSURES THAT STUDENTS FROM ALL WALKS OF LIFE GAIN THE FOLLOWING: 1. A feeling of security in where they re going and how they re getting there 2. Enthusiasm and excitement about the opportunities ahead 3. Confidence in their own abilities, skills and trades AND GETTING RID OF: 1. Frustration: I m stuck, and I can t seem to get unstuck. 2. Anxiety: How am I supposed to pay for both college and day care? 3. Lack of direction 8

9 2.2 Tone, Manner & Meaning Our tone, manner and meaning should always be 1. Fun! 2. Upbeat! 3. Approachable and welcoming 4. Practical and to the point 5. Sense of expertise 9

10 2.3 Messaging It s a little crazy out there. Let s get you the skills and tools you need to get the job and life you want. At SPSCC, we focus on what comes next. Whether you know where you re going or need some extra guidance to find your destination, we offer the skills, resources and simplicity you re looking for to help you get there. There will be late nights, tough days and moments where you think you can t. But, at SPSCC we offer the skills and programs you need to hear the words you re hired. 10

11 2.4 Headlines, Body Copy & Tagline Headlines 1. My advisor showed me the way, now I m connecting the dots. 2. We translated my skills into a career. (Veteran) 3. Network with more than just circuits. Body Copy At SPSCC we focus on getting students ready for today s in-demand career fields. With a network of employers and educators supporting both our main and extension campuses, we offer the skills and programs you need to hear the words you re hired. Tagline The skills you need for the life you want. 11

12 3. Logo Use

13 3.1 The Logo 13

14 3.2 Logo Family OFFICIAL UNIVERSAL LOGO ACRONYM LOGO HORIZONTAL LOGO 14

15 3.2 Logo Family FOUNDATION LOGO: HORIZONTAL FOUNDATION FOUNDATION LOGO: ACRONYM / VERTICAL FOUNDATION 15

16 3.3 Proper Use - Main Logo This logo is to be used when it will be seen by external audiences. Clear Space To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters SOLID VERSION Using the Elements Separately Only in special cases should the logo mark be separated from the typography Minimum Size To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm). 16

17 3.4 Proper Use - SPSCC This logo is to be used when it will be seen by internal audiences such as students and staff. Clear Space To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters Minimum Size To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm). SOLID VERSION 17

18 3.5 Proper Use - Foundation This logo is to be used when it will be seen in correspondence with the Foundation. Clear Space To keep the integrity of the logo, maintain a clear space around the mark that is equal to or greater than the cap height of the letters Minimum Size To maintain legibility of the mark, minimum size should be 1 inch wide (25 mm). SOLID VERSION FOUNDATION 18

19 3.7 Improper Use Do not use the logo in the following ways: CONDENSED STRETCHED CHANGING COLORS POOR CONTRAST EMBELLISHED TILTED CHANGED FONT DISTRACTING BACKGROUND South Puget Sound COMMUNITY COLLEGE 19

20 3.8 Logo Applications POSITIVE COLOR LOGO NEGATIVE COLOR LOGO Color Logo For white or very light colored backgrounds use the positive color logo. Make sure the background does not compete with the lighter colors of the logo. Negative Color Logo In times when the background is too dark to use the positive color logo use the negative color logo. Black and White A black and white version may be used on black and white or one color materials. * Logo applications can be applied to all variations in the family of logos. POSITIVE GRADIENT LOGO POSITIVE BLACK AND WHITE LOGO NEGATIVE GRADIENT LOGO NEGATIVE BLACK AND WHITE LOGO 20

21 3.9 Brand Color Pallet Pantone 293 C Pantone 285 C Pantone 425 C Pantone 347 C Pantone 361 C Pantone 7597 C Pantone 151 C Pantone 137 C 21

22 3.10 Logo Colors Color communicates. It serves as shorthand for interpreting personality. The updated South Puget Sound Community College color palette gives the brand a new freshness. The blue is balanced by a the warm grey to ground it. Recommended use: Colors to be used for logos as well as the main identity in any brand extension. Pantone 293 C Pantone 285 C Pantone 425 C The following formulas should be used for color builds. PRIMARY COLOR SECONDARY COLORS PANTONE: 293 CMYK: 100/56/0/27 RGB: 0/81/186 HTML: #0051BA PANTONE: 285 CMYK: 70/40/0/23 RGB: 58/117/196 HTML: #3A75C4 PANTONE: 425 CMYK: 0/0/5/62 RGB: 96/96/91 HTML: #60605B 22

23 3.11 Branded Complimentary Color Pallet Secondary colors add a pop of energy to the brand. The secondary color palette includes a range of colors to brighten and give the brand energy. Secondary colors should be used carefully with the primary colors to keep the primary colors dominant. The two shades of warm greens are a nod to the beautiful integration of natural elements weaved into campus. The orange with a touch of red references the brick found throughout the SPSCC campus. Recommended use: Colors to be used as a compliment to the main brand identity in marketing collateral such as brochures, t-shirts, print ads, etc. The following formulas should be used for color builds. PANTONE: 361 CMYK: 83/0/67/29 RGB: 30/181/58 HTML: #1EB53A PANTONE: 151 CMYK: 0/49/100/0 RGB: 255/130/0 HTML: #FF9900 PANTONE: 7597 CMYK: 0/69/83/18 RGB: 209/65/36 HTML: #CC3333 PANTONE: 347 CMYK: 100/0/39/38 RGB: 0/158/96 HTML: #009E60 PANTONE: 137 CMYK: 0/36/100/0 RGB: 255/163/0 HTML: #FFA300 23

24 4. Design Standards

25 4.1 Typography San Serif Headlines Proxima Nova Proxima Nova (2005) straddles the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid that combines modern proportions with a geometric appearance. THE SKILLS YOU NEED for the life you want. Proxima Nova ExtraBold Proxima Nova Bold Proxima Nova Semibold Proxima Nova Regular Proxima Nova Light Proxima Nova Thin 25

26 4.1 Typography Serif Headlines Cambria Cambria (2004) is a transitional serif typeface commissioned by Microsoft and distributed with Windows and Office. One of the defining features of the typeface is its contrast between heavy vertical serifs and hairlines which keep the font sturdy, and ensures the design is preserved at small sizes and its relatively thin horizontals, which ensure the typeface remains crisp when used at larger sizes. Cambria Bold Cambria Bold Italic Cambria Regular Cambria Italic Cambria Math 26

27 4.2 Typography Body Copy Arial A contemporary sans serif design, Arial contains more humanist characteristics than many of its predecessors and as such is more in tune with the mood of the last decades of the twentieth century. The overall treatment of curves is softer and fuller than in most industrial style sans serif faces. Terminal strokes are cut on the diagonal which helps to give the face a less mechanical appearance. Arial Bold Arial Bold Arial Regular Arial Regular 27

28 4.2 Typography Body Copy Adobe Garamond Garamond s letterforms convey a sense of fluidity and consistency. Some unique characteristics in his letters are the small bowl of the a and the small eye of the e. Long extenders and top serifs have a downward slope. Garamond is considered to be among the most legible and readable serif typefaces for use in print (offline) applications. It has also been noted to be one of the most eco-friendly major fonts when it comes to ink usage Adobe Garamond Bold Adobe Garamond Bold Italic Adobe Garamond Semibold Adobe Garamond Semibold Italic Adobe Garamond Regular Adobe Garamond Italic 28

29 4.3 Typography Digital Proxima Nova In the last few years, Proxima Nova has become one of the most popular web fonts, in use on thousands of websites around the world. Proxima Nova ExtraBold Proxima Nova Bold Proxima Nova Semibold Proxima Nova Regular Proxima Nova Light Proxima Nova Thin 29

30 4.4 Photography Come to SPSCC and get inspired. Every single student who comes to our campus is looking for their own pathway to happiness. Our job is to guide them there. With this in mind, it s no wonder that both our faculty and staff are incredibly passionate and dedicated to what we do. Natural: Photos should include natural elements to show the beauty and greenery of the campus. Warm: Photos should have a feeling of warmth to reflect the feeling you get on campus. Focus on individual: Photos should have a direct focus on the person with a blurred background. 30

31 5. Stationery

32 5.1 Letterhead 32

33 5.2 Business Cards Name Title 2011 Mottman Road SW Olympia, WA p XXXX f XXXX e xxxxxx@spscc.edu 33

34 5.3 Envelope #10 34

35 5.4 Card 35

36 6. Clipper Athletics

37 6.1 Clipper Athletics Logo CLIPPER ATHLETICS: MAIN LOGO CLIPPERS: LOGO WITH COLLEGE NAME CLIPPERS: LOGO WITHOUT COLLEGE NAME CLIPPERS: ICON COLOR VARIATIONS CLIPPERS: SPORTS LOGOS Men s Soccer 37

38 6.2 Clipper Athletics Typography Sofachrome Sofachrome is a bold and dynamic font that carries the Clipper Athletics brand forward. This font it to be used for headlines, titles and logos only. Sofachrome regular Sofachrome italics Striving to be the best place for a student-athlete to achieve greatness. 38

39 6.3 Clipper Athletics Typography Arial This font is to be used for body copy. A contemporary sans serif design, Arial contains more humanist characteristics than many of its predecessors and as such is more in tune with the mood of the last decades of the twentieth century. The overall treatment of curves is softer and fuller than in most industrial style sans serif faces. Terminal strokes are cut on the diagonal which helps to give the face a less mechanical appearance. Arial Bold Arial Bold Arial Regular Arial Regular 39