Introduction IMPORTANCE AND PURPOSE OF BRAND / IDENTITY STANDARDS

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2 Introduction IMPORTANCE AND PURPOSE OF BRAND / IDENTITY STANDARDS Puritan Reformed Theological Seminary Graphic Standards Guide This Graphic Standards Guide defines and outlines how to use all identifying elements pertaining to Puritan Reformed Theological Seminary (Puritan) including logos, fonts, stationery, communications, and marketing and advertising materials. It is critical to follow these rules and use only the authorized document templates in order to convey the traits and personality of the Seminary as a brand, and do it consistently. Please treat this guide not only as the authority on what is and is not permissible, but as strictly proprietary and confidential information. As relevant situations arise, updates to these guidelines will be distributed. Any question about this manual and its contents should be directed to Chris Hanna, Development & Marketing Director, at or chris.hanna@prts.edu.

3 Contents TABLE OF CONTENTS 1.01 Mission & Messaging Overview 2.01 Identity Elements: Logos / Brand Mark Configurations 2.02 Identity Elements: Logos / Brand Mark Configurations Identity Elements: Logos / Brand Mark Configurations Identity Elements: Logo / Typography Configurations 2.05 Identity Elements: Logo / Typography Configurations Identity Elements: Sizing 2.07 Identity Elements: Unauthorized Alterations 3.01 Corporate Color Palette 3.02 One Color Logo Usage 4.01 Communication Elements: Tagline 4.02 Communication Elements: Fonts / Typography 4.03 Communication Elements: Fonts / Typography (Web safe / Digital)

4 1.01 MISSION & MESSAGING OVERVIEW The mission guides the actions of the Seminary, spells out our overall goal, provides a sense of direction, and guides decision-making. Puritan Reformed Theological Seminary prepares students to serve Christ and His church through biblical, experiential, and practical ministry. To be truly effective, any messaging from Puritan must give the audience reasons why they should attend or associate with the Seminary. When producing any piece of communication on behalf of Puritan, be sure to include the following points to give support to the document: PINPOINTED COURSES BY PREMIER INSTRUCTORS - from academic prerequisites and biblical education to community outreach, PRTS offers something for the discerning pastor/student, and taught by today s leaders of historic reformed biblical studies. COST EFFECTIVE EDUCATION - because of our educational model and resources, we re able to offer a theological education at much lower costs than bigger seminaries, while still retaining high standards and national accreditation. The use of these benefits can assist in providing incentive and increasing interest, as well as promoting an authentic brand experience surrounding Puritan, its people, and its programs.

5 2.01 IDENTITY ELEMENTS LOGOS / BRAND MARK CONFIGURATIONS The Puritan Reformed Theological Seminary logo refers to the specific, identifying graphic comprised of the letter form P mark. The mark is an integrated graphic look depicting biblical scripture, strength in education and positive movement that, when combined with the Seminary s complete name, conveys a strong academic and ministry tradition. The primary version of the logo is enrobed in a red ribbon device that suggests a Bible bookmark. The logo without the ribbon should be used when the layout or reproduction process doesn't allow for the standards on the following pages to be met. The logo is not only a symbol, but also a piece of artwork that should not be reproduced in type or used in body copy, headlines, or the possessive, plural, or as a part of another word, nor should it ever be altered in any way. Primary Version Alternate Version

6 2.02 IDENTITY ELEMENTS LOGOS / BRAND MARK CONFIGURATIONS - 2 LOGO CONFIGURATIONS Figure A defines the proportions of the ribbon device in relation to the P mark. Care should be taken so that these standards are not altered. It is intended that the ribbon should extend to the top of the page or layout. However, to maintain the proper balance, the overall length of the ribbon should not exceed 5 times the height of the P mark. This is illustrated in figure B. MIN 2x MAX 5x CLEAR SPACE To ensure maximum impact, all applications of the Puritan logo must include clear space around the logo. This is also illustrated in figure A. 10º Figure A Figure B

7 2.03 IDENTITY ELEMENTS LOGOS / BRAND MARK CONFIGURATIONS - 3 ALTERNATE LOGO CLEAR SPACE To ensure maximum impact, all applications of the Puritan logo must include clear space around the logo equal to half the width of the logo at the size it s being used, as illustrated. 10º Figure C = 1/2 the width of the Logo

8 2.04 IDENTITY ELEMENTS LOGO / TYPOGRAPHY CONFIGURATIONS LOGO WITH TYPOGRAPHY It is preferred the logo always appear with the Puritan Reformed Theological Seminary typography to clearly communicate the brand identity. The proper usage of this pairing is illustrated at right. Primary Version With Logotype The only time the logomark should be used with out the typography is when the brand identity has already been clearly established elsewhere in the piece. Alternate Version With Logotype

9 2.05 IDENTITY ELEMENTS LOGO / TYPOGRAPHY CONFIGURATIONS - 2 SPACING The logo mark and typography should be kept at a consistent spacing. These spacings are defined at right. It is always recommended that you use the logo files available from the Puritan marketing department to avoid any issues. Primary Version With Standard Stacked Logotype (or 3 line version) Supplemental Horizontal Reversed Version with Logotype (or 2 line version)

10 2.06 IDENTITY ELEMENTS LOGO / SIZING REQUIREMENTS LOGO SIZING REQUIREMENTS MINIMUM SIZE The minimum size for use of the Puritan logo will depend on media or how it s produced. Use the following as a rule and refer all exceptions to Public Relations & Marketing for review. Primary Logo Version Minimum Height: Print: 5/8 inch in height (.625) Digitally: 60 pixels in height. 3/4 =.75 Alternate Logo Minimum Height: Measurement should always be from the bottom of the P to the top of the highest point of the opened bible on top of the P.Print: 3/4 inch in height (.75) Digitally: 72 pixels in height. MAXIMUM SIZE There is no maximum size for the Puritan logo usage. However, attention needs to be paid to the integrity of the logo as distortion and image quality can often become a factor in larger-format processes. 5/8 =.625 PROPORTIONS If you are using the logo on a non-template document, be sure to size the logo proportionally to fit your materials. Never stretch or compress the logo in any way as this distorts the artwork and is no longer a true representation of the brand.

11 2.07 IDENTITY ELEMENTS UNAUTHORIZED ALTERATIONS UNAUTHORIZED USAGE Care should be taken not to alter the approved PRTS brand identity elements in any way. Some common mistakes are illustrated at right. Do not compress or stretch the logo to fit. Do not change the logo s colors. Puritan Reformed Theological Seminary Do not change the logo s fonts Do not rearrange the logo s components

12 3.01 COLOR CORPORATE COLOR PALETTE COLOR PALETTE PRIMARY PALETTE: The colors and intensity of the red and shades of gray were carefully chosen to best represent the seminary passion and commitment to teaching today s students for tomorrow s service. RED: 1797 GRAY: 424 SECONDARY PALETTE: DARK GRAY: 425 TAN: 7534 Thus, adherence to utilizing these colors in the manner designed will benefit the overall brand experience of our stakeholders. PMS: 1797 (C&U) PMS: 423 (C&U) PMS: 425 (C&U) PMS: 4535 (C&U) CMYK: 12, 95, 84, 3 CMYK: 21, 14, 14, 38 CMYK: 65, 56, 53, 29 CMYK: 17, 16, 25, 0 HEX: C41D2C HEX: 8E908F HEX: HEX: C9C1AF

13 3.02 COLOR ONE COLOR LOGO USAGE ONE COLOR LOGO USAGE There will be instances where the Seminary s identity will have to be reproduced in one color, or black and white. The appropriate one color versions of the logo are illustrated at right. One Color Positive One Color Reversed

14 4.01 COMMUNICATION ELEMENTS TAGLINE GRAPHIC TAGLINE GRAPHIC The Seminary s tagline Training Today for Service Tomorrow can be used in copy with the prevailing font style of the text. If the tagline is used as a featured design element, the graphic shown at right should be used. If color is possible, the red defined in the corporate color palette on page 3.01 should be selected.

15 4.02 COMMUNICATION ELEMENTS FONTS / TYPOGRAPHY FONTS / TYPOGRAPHY The Puritan Reformed Theological Seminary fonts and typography layouts were carefully chosen to best exemplify the level of education and understanding we impart and have worked hard to build and maintain. Thus, adherence to utilizing these fonts in the manner designed will benefit the overall brand experience of our stakeholders. Didot ABCDEFGHIJKLMN OPQRSTUVWXYZ DIN Font (Multiple Weights) ABCDEFGHIJKLMN OPQRSTUVWXYZ

16 4.03 COMMUNICATION ELEMENTS FONTS / TYPOGRAPHY (WEB SAFE / DIGITAL) FONTS / TYPOGRAPHY The Puritan Reformed Theological Seminary fonts and typography layouts were carefully chosen to best exemplify the level of education and understanding we impart and have worked hard to build and maintain. Thus, adherence to utilizing these fonts in the manner designed will benefit the overall brand experience of our stakeholders. The following are best case examples for matching the font chosen for daily application of different communications pieces albeit classically printed or rendered on screens in a digital format. Cabin Regular Cabin Semibold ABCDEFGHIJKLMN OPQRSTUVWXYZ ABCDEFGHIJKLMN OPQRSTUVWXYZ