VISUAL IDENTITY GUIDELINES

VISUAL IDENTITY GUIDELINES

TABLE OF CONTENTS INTRODUCTION Using the Guidelines 1 LOGOS The Principia Seal Principia Dual-Campus Wordmark 2 3 4 SOCIAL MEDIA Social Media Overview Identity for Social Media 5 6 7 COLOR Principia Dual-Campus Colors 8 9 TYPOGRAPHY Typography Overview Typography Hierarchy 10 11 12 PHOTOGRAPHY Photography Snapshot IDENTITY MATERIALS Personal Note Cards Letterhead Business Cards 13 14 15 16 17 18 ONLINE RESOURCES To download logos, PowerPoint files, templates, digital letterhead, and other assets, select Marketing under Offices on PrinWeb. To initiate a marketing job, fill out a Marketing and Communications Request Form.

USING THE GUIDELINES Visual Identity Guide Overview A core part of an organization s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide, along with those for the School and College, is designed to help everyone at Principia present our visual identity in a consistent way across all communications. Utilizing the visual identity standards provided in this guide will help accomplish three key objectives: Enable departments to communicate cohesively and consistently to a diverse range of audiences Differentiate Principia in a consistent and effective manner Reinforce Principia s brand, which, in turn, will support the institution s growth and strategic objectives COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters Marketing and Communications Director laurel.walters@principia.edu Ext. 3560 NEW MARKETING PROJECTS Kathy Coyne Associate Marketing Director kathy.coyne@principia.edu Ext. 3150 DESIGN, PHOTOGRAPHY, AND VIDEO PRODUCTION Ben Schaberg Creative Director ben.schaberg@principia.edu Ext. 3306 EDITORIAL Trudy Palmer Editorial Director trudy.palmer@principia.edu Ext. 3157 DIGITAL Jonathan Hosmer Web Director jonathan.hosmer@principia.edu Ext. 5130 GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator kristin.manker@principia.edu Ext. 3517 1

LOGOS Principia s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness. 2

THE PRINCIPIA SEAL The Principia seal consists of a sheaf of wheat, the institution s wordmark, the year Principia was established, and our motto, As the sowing, the reaping. The seal is the dual-campus mark of Principia and should be used for all dual-campus communications. It is also used for formal School occasions such as School graduation announcements and other official School documents. The seal can appear only in the colors shown here. 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 1.25 INCHES DEFAULT HEIGHT 0.25 inch Exclusion Zone PMS 872 PMS 295 BLACK REVERSE MINIMUM HEIGHT 0.875 INCHES MINIMUM HEIGHT In some instances, the seal height may be reduced, but it should never be smaller than 0.875 inches, to preserve legibility. If working within a smaller visual space, use the appropriate wordmark in place of the seal. 3

PRINCIPIA DUAL-CAMPUS WORDMARK A wordmark is a stylized treatment of an institution s name. The wordmark uses Principia s font, a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below. WORDMARKS + SEAL The dual-campus wordmark and seal should be paired on official documents such as letterhead and business cards. For official School documents, the dual-campus seal should be paired with the School wordmark. 4

SOCIAL MEDIA Our audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital communications, it s important to keep in mind how our audience digests digital content and how it appears on screen. 5

SOCIAL MEDIA OVERVIEW Many of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel. CHANNEL TWITTER FACEBOOK INSTAGRAM LINKEDIN HOW TO USE Share live-event updates, engage one on one with the community, and seek out and engage in brandrelated conversations. Share news, milestone updates, or photos and videos that show campus life and events. Post visually striking inthe-moment photos and videos that communicate a sense of brand personality. Post job opportunities and industry thought leadership, and publish news about the institution itself. CORE USER DEMOGRAPHIC MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS GEN Z BOOMERS GEN X MILLENNIALS MILLENNIALS GEN Z COPY APPROACH CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL IMAGE PRODUCTION VALUE CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL 6

IDENTITY FOR SOCIAL MEDIA Principia runs active channels on Facebook, Instagram, LinkedIn, and YouTube. We encourage our community to like, share, and engage with these channels to increase Principia s exposure and help us communicate via social media. For a full list of Principia s social media channels, visit principia.edu/socialmedia. DUAL-CAMPUS SOCIAL MEDIA PROFILES AND CHANNELS Facebook Alumni @PrincipiaAlumni Instagram Alumni @PrincipiaAlumni LinkedIn The Principia @Groups/1833628 YouTube The Principia @Principia 7

COLOR Principia s colors say a lot about who we are. Beyond our logos, they re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for all communications. 8

PRINCIPIA DUAL-CAMPUS COLORS Principia s primary palette features the institutional colors blue and gold. This primary palette ensures we stay true to who we are, while working with a range of neutral and secondary colors to meet the needs of various communications. PRIMARY PALETTE PMS 295C CMYK 100 / 85 / 36 / 39 RGB 16 / 43 / 82 HEX # 102b51 PMS 872C CMYK 20 / 30 / 70 / 15 RGB 180 / 151 / 90 HEX #b49759 9

TYPOGRAPHY When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Principia s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums. A C D E F 10

TYPOGRAPHY OVERVIEW Flexibility comes from using one type family that contains all the necessary styles. Principia s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form. PRIMARY SANS-SERIF ROBOTO Uses: Headlines, subheadlines, body copy, page titles, captions CHARACTERS A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ~ ( { [ - + =., ; : ] } ) WEIGHTS REGULAR ITALIC BOLD BOLD ITALIC PRIMARY SERIF CHARACTERS WEIGHTS ROBOTO SLAB Uses: Headlines, callouts, fast facts A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ~ ( { [ - + =., ; : ] } ) LIGHT REGULAR BOLD 11

TYPOGRAPHY HIERARCHY This sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information. PELLENTESQUE HABITANT MORBI TRISTIQUE Label Roboto, Black, All Caps Kerning -25, Size 9 pt. LOREM IP SUM DOLOR. Short Headline Roboto Slab, Bold, All Caps Size 45 pt., Leading 45 pt. Lorem ipsum dolor sit amet, onsectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Subhead or Lead-In Copy Roboto, Bold, Title Case Size 16 pt., Leading 20 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Vivamus vestibulum dictum est, sit amet dignissim eros scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin. Body Copy Roboto, Regular Size 10 pt., Leading 14 pt. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, sollicitudin vel dolor in, molestie cursus ligula. Captions Roboto, Italic Size 8 pt., Leading 12 pt. 12

PHOTOGRAPHY Photography is a powerful asset for visual storytelling. It helps us tell the rich, full story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that s distinctly ours. 13

PHOTOGRAPHY SNAPSHOT Principia s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. 14

IDENTITY MATERIALS Principia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards. 15

PERSONAL NOTE CARDS The Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5 x 7 white card stock. Institutional thank-you cards are printed at a 10 x 7 size and folded in half to a final size of 5 x 7 with the inside blank. TEMPLATE 1 TEMPLATE 2 First Last, Degree Title title title title NAME HERE 5 INCHES 5 INCHES Principia, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l first.last@principia.edu 7 INCHES 7 INCHES TEMPLATE 3 Thank You 5 INCHES Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 7 INCHES 16

LETTERHEAD Principia has standard letterhead for dual-campus use. DUAL-CAMPUS LETTERHEAD CHIEF EXECUTIVE LETTERHEAD OFFICE OR DEPARTMENT ONE OR TWO LINES 13201 Clayton Road 314.434.2100 St. Louis, MO 63131 www.principia.edu MARSHALL INGWERSON CHIEF EXECUTIVE 13201 Clayton Road 314.434.2100 St. Louis, MO 63131 www.principia.edu 11 INCHES 8.5 INCHES CUSTOMIZABLE TEMPLATE CONTENT Personal Phone Number OFFICE OR DEPARTMENT NAME ONE OR TWO LINES 13201 Clayton Road St. Louis, MO 63131 314.434.XXXX www.principia.edu Website URL Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. 17

BUSINESS CARDS The Principia Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, title, department, office number, cell number (if desired), and e-mail address. DUAL-CAMPUS CONTENT First Last, PhD Title Department 13201 Clayton Rd., St. Louis, MO 63131 Office: 000.000.0000, ext. 0000 Cell: 000.000.000 first.last@principia.edu DUAL-CAMPUS BACK SIDE Customized letterhead, envelopes, business cards, and note cards can be ordered from the Principia Copy Center using the Copy Center Request Form. www.principia.edu 18