New Jersey City University Brand Guidelines

Transcription

1 New Jersey City University Brand Guidelines 2016

2 CONTENTS 2 A brand is a powerful thing, to be sure. But it can be even more powerful when we re consistent in how we reinforce and share it. Our brand isn t just a logo, tagline, or even the materials that we create. It s how we look, how we sound and above all how we make people feel.

3 3 Content Our Story BRAND PERSONALITY BRAND PROMISE BRAND STATEMENT Design LOGO COLOR PALETTE TYPOGRAPHY PHOTOGRAPHY BRINGING IT TO LIFE

4 Our Story There s a lot we could say about NJCU. But our message is strongest when we focus on the values and strengths closest to our hearts. Let s tell it like it is.

5 OUR STORY 5 Brand Personality We know who we are. And we have plenty to say. So let s tell it like it is. In our own words. With our own voice. INNOVATIVE We embrace the new. PURPOSEFUL We know what we want. SENSIBLE We re no-nonsense. ENTERPRISING We create what s next. WILLFUL We go forward with intent. GLOBAL We seek new horizons. DRIVEN We do what it takes. SELF-MADE We get it done - together. These traits define who we are. And we re proud of them. So let s make sure they are there in everything we say.

6 OUR STORY 6 Brand Promise This is what we stand for. NJCU empowers you to be your best self, so that you can get it done. We provide an education that ignites your potential, to go forward with purpose. We re all self-made. NJCU takes your potential and empowers you to seize it.

7 OUR STORY 7 Brand Statement The what is important. But it s the why that guides what we do. Here s our why. Everyone has the potential for greatness. But greatness isn t a given. It doesn t just arrive. It s fought for by those with dreams, goals and the passion to make things happen. And it s fought for together. At NJCU we empower our students to turn their dreams into goals and their goals into real-world results that have an impact. We craft an educational experience where the learning is as broad as it is deep. Where ideas are challenged, assumptions are upended, and distant horizons are turned into something real and tangible. We work with our students. Alongside them. We embolden them to step up. To reach out. To fearlessly, unwaveringly grasp an opportunity. It s not about sitting in a classroom. It s about being part of a passionate community of driven individuals who together form a remarkable whole.

8 Design The graphic elements we use. The fonts we select. The photos we feature. All of these components create a unique visual system that makes our story more powerful and identifiable.

9 9 Logo WORKMARK ACRONYM STACKED ACRONYM The NJCU logo should never be the largest element on a page, instead it should live comfortably and clearly as an identifying mark. Maintain sufficient white space around the logo for legibility and prominance. Use the width and height of the capital N as a measuring tool for proper clearance.

10 10 Logo Our logo can be used in Green, Black and reversed in White. When placing the logo on a colored background, it should be reversed out as shown above. By limiting the use of colors, our logo will feel contemporary and modern. Other brand elements will give us flexibility with identity, but it's important that our logo retains a singular, iconic identity.

11 11 Logo - Misuses STRETCH TWO DIFFERENT COLORS DROP SHADOWS UNAPPROVED COLORS OUTLINE ROTATE GRADIENTS OR EFFECTS REARRANGE LOGO ELEMENTS

12 12 Color 100% 100% 100% 100% 100% 75% 50% 25% 5% 75% 50% 25% 5% 75% 50% 25% 5% 75% 50% 25% 5% 75% 50% 25% 5% GREEN GREEN GREEN GREEN GREEN PMS CMYK - 86,6,45,20 RGB - 0,133,118 HEX PMS CMYK - 86,6,45,20 RGB - 0,133,118 HEX PMS CMYK - 86,6,45,20 RGB - 0,133,118 HEX PMS - COOL GRAY 7 CMYK - 86,6,45,20 RGB - 0,133,118 HEX PMS CMYK - 86,6,45,20 RGB - 0,133,118 HEX K - 90% K - 75% K - 50% K - 25% K - 10% Colors will be an important part of our communications and will ensure that our materials reflect a cohesive NJCU brand. Our expanded core palette is composed of greens and sets of neutral grays. Designed to be complementary components to the graphical elements they accompany, these colors should be used with approval from University Communications & Marketing.

13 13 Typography Headline Arvo Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz Arvo Bold Arvo Bold Italic Arvo Regular Arvo Italic Arvo Regular in paragraph context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Arvo Regular in paragraph context. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

14 14 Typography Headline Proxima Nova Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz Proxima Nova Black Proxima Nova Black Proxima Nova Bold Proxima Nova Bold Proxima Nova Semiold Proxima Nova Semiold Proxima Nova Regular Proxima Nova Thin Proxima Nova Thin Proxima Nova Regular in paragraph context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proxima Nova Regular in paragraph context. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

15 15 Typography - Alternate HEADLINE WASK BOLD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz Wask Bold WASK BOLD Wask Bold Italic WASK BOLD ITALIC Wask Regular WASK REGULAR Wask Italic WASK ITALIC Wask Bold and Regular to be used as an alternate headline font for print advertisments in paragraph context. Lorem ipsum dolor sit amet elit. Wask Bold and Regular to be used as an alternate headline font for print advertisments in paragraph context. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

16 16 Photography Photography plays a major role in our communication. Our photography should focus on one of the following categories: - In the moment - Interaction - Sense of place - Documentation

17 17 Photography Our photography will showcase our diversity. Our photography will represent diversity in our community. Our style will be one that evokes intrigue and creative compositioning. Characteristics: - White wash - Reflections - Bokeh - Naturally lit

18 Bringing it to Life Here are a few examples of how all of our branding elements translate to communication. Think of these examples as guides and not rigid rules that must be followed. Understand how the brand can flex for each audience.

19 OUR STORY 21 Headlines Self made. Starts here. Drive. Starts here. Innovation. Starts here. Purpose. Starts here. Determination. Starts here. Enroll now! (call to action)

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