Graphic Style Guide 2015
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1 SIENA Graphic Style Guide 2015
2 INTRODUCTION Each member of the Siena community has a unique role to play in the College s brand story. A compelling, memorable and differentiating brand for Siena begins from within, and then grows to strengthen the College s reputation, resonance and unique place in the higher education landscape. Our brand platform and the graphic style guidelines outlined in this document serve as a blueprint and common foundation for telling our story in a consistent manner, and govern our brand s visual elements, core messages and their implementation. In order for the Siena brand to be successfully lived, our College community must strive to deliver these elements of our brand identity across the full spectrum of the Siena College experience. Graphic Style Guide
3 TABLE OF CONTENTS Color Palette...4 Typography...5 Photography Graphic Elements Icons...9 The Siena Angle...10 Silhouettes & The Siena Angle Creative Examples Who to Contact with Questions Graphic Style Guide
4 COLOR PALETTE Color plays a critical role in strengthening the overall impact of the Siena College identity. It is perhaps the most significant identifier that the College uses. The consistent use of color is a vital part of communicating the College s brand. PRIMARY COLORS The official green and gold are the College s Primary Colors. Secondary Colors are used to complement the green and gold, but should not be used as primary or stand-alone elements of the color palette. PANTONE 342 C 100/ M 0/ Y 71/ K 43 R 0/G 107/B 84 Hex: 006B54 PANTONE 123 C 0/ M 24/ Y 94/ K 0 R 252/G 201/B 23 Hex: FCC917 This green gradient can be used in place of large fields of green to create depth GREEN GRADIENT Made up of PMS 342 to PMS 7736 PANTONE 115 C 0/ M 24/ Y 94/ K 0 Replace PMS 123 with PMS 115 when printing on uncoated paper stock SECONDARY COLORS The Secondary Colors should be used as color accents for materials requiring a more vibrant palette. One or two Secondary Colors may be used in conjunction with the Primary Colors for headlines, pull-out type, quotes or solid color fields. PANTONE 7736 C 84/ M 44/ Y 81/ K 48 R 27/G 73/B 50 Hex: 1b4932 PANTONE 361 C 69/ M 0/ Y 100/ K 0 R 13/G 176/B 43 Hex: 0DB02B BLACK C 0/ M 0/ Y 0/ K 100 R 0/G 0/B 0 Hex: PANTONE COOL GRAY 3 C 0/ M 0/ Y 0/ K 17 R 207/G 201/B 196 Hex: CFC9C4 PANTONE 7704 PANTONE 187 C 93/ M 4/ Y 8/ K 24 R 0/G 138/B 177 Hex: 008ab1 C 0/ M 100/ Y 76/ K 20 R 176/G 28/B 46 Hex: B01C2E Graphic Style Guide
5 TYPOGRAPHY Consistent use of typography, as with other graphic elements, helps to maintain a strong brand identity. LARGE HEADLINES Sullivan is a display font and is to be used sparingly and only when appropriate. It is reserved mainly for large headlines and should only be used in all capital letters. Oswald is to be used either in conjunction Sullivan Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ Oswald Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ Oswald Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ with Sullivan as the subhead in large headlines, or separately as the large headline on its own and should only be used in all capital letters. To download for use, click here SECONDARY TYPOGRAPHY Gudea is to be used for smaller headlines, subheads within body copy and call outs. To download for use, click here Merriweather is an easy-to-read serif font. It is to be used for all body copy. To download for use, click here Gudea Regular abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Gudea Bold abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Merriweather Light abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Merriweather Regular abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Merriweather Bold abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ Graphic Style Guide
6 PHOTOGRAPHY Whether used alone or in combination with logos and text, photography is an indispensable means of telling the Siena College brand story. Carefully chosen photography can provide a dominant contribution to the most immediate and lasting impressions that readers, viewers and web visitors form of an institution. When choosing photographs, select imagery that illustrates the College s brand story and chapters highlighting the strength of Siena s close community of students and faculty-mentors, active-learning environment and Franciscan mission. THE SIENA FILTER To keep imagery from all resources consistent, apply the Siena Filter to all photography. The Siena Filter increases saturation and clarity and warms the overall tone of the photo. Filtered Example Unfiltered Example Please contact [TBD] for access to the custom Adobe Lightroom preset and the Adobe Photoshop action. As every photo is slightly different, be sure to adjust and color correct images as necessary after applying the Siena Filter. Graphic Style Guide
7 PHOTOGRAPHY EXAMPLES Graphic Style Guide
8 PHOTOGRAPHY EXAMPLES- Continued Graphic Style Guide
9 GRAPHIC ELEMENTS The use of a consistent custom icon set is an effective means of reinforcing a cohesive look in all Siena College materials. The icons are styled with a black outline and colors from the Siena color palette. Please contact [TBD] for access to the full library of icons. CUSTOM ICON EXAMPLES Graphic Style Guide
10 GRAPHIC ELEMENTS THE SIENA ANGLE The Siena Angle is created along an incline of 15 degrees and can be used to create dynamic movement within a composition and call out large headlines. The Siena Angle evokes metaphors of looking beyond and moving upward and conveys a sense of overall optimism and vitality. SIENA 15 DEGREE UPWARD ANGLE Angle should never... SIENA point downward in tone point downward in text be less than a 15 degree slant be more than a 15 degree slant Graphic Style Guide
11 GRAPHIC ELEMENTS SILHOUETTES & THE SIENA ANGLE Photographic elements may be silhouetted and placed in front of The Siena Angle to draw attention to foreground subjects and visually separate them from busy or narratively less significant backgrounds. By literally placing the power of the College s branding behind the subject of a photo, this treatment can be used to shine a metaphorical spotlight on the subject and convey ideas of institutional support, individual attention and differentiation. Silhouettes should only be used in combination with the Siena Angle. Graphic Style Guide
12 CREATIVE EXAMPLES - Headline Treatments Graphic Style Guide
13 CREATIVE EXAMPLES - Headline Treatments Continued Graphic Style Guide
14 CREATIVE EXAMPLES - Headline Treatments Continued Graphic Style Guide
15 CREATIVE EXAMPLES - Brochure Cover Graphic Style Guide
16 CREATIVE EXAMPLES - Spread Layout Graphic Style Guide
17 CREATIVE EXAMPLES - Spread Layout (Case Study) Graphic Style Guide
18 CREATIVE EXAMPLES - Spread Layout (Case Study) Graphic Style Guide
19 CREATIVE EXAMPLES - Parent Postcard Graphic Style Guide
20 CREATIVE EXAMPLES - Athletic Postcard Graphic Style Guide
21 CREATIVE EXAMPLES - Downloadable ebook Graphic Style Guide
22 CREATIVE EXAMPLES - Downloadable ebook Continued Graphic Style Guide
23 CREATIVE EXAMPLES - Admissions Blog Graphic Style Guide
24 CREATIVE EXAMPLES - Pandora Skin Graphic Style Guide
25 CREATIVE EXAMPLES - Wearable Graphic Style Guide
26 CREATIVE EXAMPLES - Campus Banners Graphic Style Guide
27 QUESTIONS? CONTACT [TBD] Graphic Style Guide
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