DeVry University and Keller Graduate School of Management C O - B R A N D E D GUIDELIN ES

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1 C O - B R A N D E D GUIDELIN ES 2009

2 Table of contents Introduction Look and feel Layout examples Vertical Horizontal Brochures and printed materials Web What not to do Visual guidelines Photography Logos Color...20 Fonts...21 Legal disclaimers...22

3 You should know Although DeVry University and are separate brands with separate identities, they are technically one entity Keller is a part of DeVry University, which is a part of DeVry, Inc. This is something that we understand, but we cannot assume that consumers do. The two brands we are bringing together are... DeVry University Undergraduate degree programs Offers associate, bachelor s and master s degrees Has a wide variety of programs, from business to healthcare technology Graduate degree programs Offers MBAs, specialized master s degree programs and graduate certificates Has programs in a wide variety of business fields 1

4 What DeVry and Keller have in common Brand characteristics: DeVry University Dynamic, pragmatic Unconventional, world-wise Professional Career-oriented Real, down-to-earth Confident Flexible class scheduling on campus, online or a combination of both Dynamic, pragmatic Unconventional, world-wise Professional Career-oriented Real, down-to-earth Confident Flexible class scheduling on campus, online or a combination of both Visual characteristics: DeVry University A shield accompanies the logo Blue/red family of color palettes Serif fonts A crest containing a shield accompanies the logo Blue/red family of color palettes Serif fonts So you could say DeVry and Keller are much like fraternal twins. They have similar features, but in many ways they are different. 2

5 Key differences between DeVry and Keller Brand characteristics: DeVry University Students earn degrees that can lead to careers in their fields of study. Audience Experienced students (typically adults) have moderate to considerable college and/or work experience already, and are more likely to know what they want to study. New students (typically high school students) have little or no college experience, and may not be sure what to study. DeVry University s brand voice (tone, manner and personality of our words) is comprised of five attributes: sensible (common sense), straightforward, confident, honest, and human. Visual characteristics: DeVry University Primary colors are blue, red, gold, gray and white. The look is clean, sophisticated and professional. Photography should tell a story and capture the expression of emotion. The look and feel of the photography should feel like a series of caught moments and will be editorial in nature. It should feel real and genuine and never forced or staged. It should reinforce the qualities of our voice. Students earn an education that can further their career goals. Target market is adults Most choose to attend Keller for personal reasons: either accomplishing a goal of completing a master s degree, or getting to the next step in an already established career. Overall tone is professional, business-oriented. Brand voice is Your Career/Life Mentor. This refers to someone who is a role model; someone who has gone down a career path you aspire to or admire. Primary colors are blue, burgundy and taupe. Identifying visual elements are the growth curve and arc. The look is slightly masculine and subliminally suggests a pattern of growth with a Keller education Photography uses either silhouetted images or people posed in classroom or business environments. 3

6 When the brands appear together While DeVry and Keller are different brands, there are instances where they will need to appear together. A combined DeVry/Keller look and feel has been developed to enable us to facilitate our presentation to consumers when we want to share both brands at the same time. Examples of instances when the joint look and feel should be used: Exhibit displays for education and career fairs Print ads when both brands are represented Print collateral when both brands are represented New location marketing materials when both DeVry and Keller will be at the location (ads, billboards, postcards, etc.) Online materials when talking about both DeVry and Keller degree programs Targeting special audiences with a combined DeVry/Keller message (i.e. Hispanic target, working adults, etc.) Promoting program offerings that cross DeVry/Keller boundaries (i.e. Accounting, Project Management, etc.) 4

7 Look and feel The creative concept for the combined brands is simple. It is the marriage of the DeVry notch and the Keller growth curve. The look is clean, simple and warm. While it plays off of the existing look of both brands, it is neither DeVry nor Keller specific. It is meant to have minimal design elements so as not to lean toward one brand over the other. The idea is to achieve a balance and equal weight between the two brands. The notch draws your eye to the logos and is free of clutter. current look of DeVry current look of Keller 5

8 The shape: Notch + Growth Curve The design shape should always be anchored to the top right corner of the layout and bleed on three edges (top, right and left). The top arc, which is always found in the top left corner, is the same curve you use for the bottom arc. The main shape can be a solid color from the color palette or a photo can be inserted into it. The notch should be the left axis for the headline and logos. There is an area for a small amount of copy or contact information such as a website URL or phone number. There are a few ways to use this: as a background, a photo frame or as a layered element. You will see this illustrated in the next few pages with examples of different layouts. headline should be white when used with PMS 647* or dark photograph OR PMS 647 when on PMS 7527 or light photograph (no other colors are acceptable) anchor to top right cover of layout shape can be a solid fill of PMS 647 or PMS 7527 or a photo same negative shape notch should be left axis for headline and logos area for small amount of copy or contact information *Pantone Color Matching System (PMS). 6

9 Usage of shape: DeVry University and The following visuals are three examples of how the shape can be applied to various layouts. Keep in mind the simplicity of the layout and the minimalist approach in the first two pieces. These are intended to be main visual elements such as an event banner or brochure cover. The third layout that is copy heavy is intended for interior pages of a brochure or back side of a two-sided brochure. Used as the main design element in a one page ad FPO FPO Used as a photo frame in a one page ad or cover FPO Used as a layered element for a back side of a brochure or an interior page of a booklet 7

10 Rules to follow: The following are visual guidelines for materials that require a vertical layout. anchor to top right cover of layout headline should be white when used with PMS 647 or dark photograph OR PMS 647 when on PMS 7527 or light photograph (no other colors are acceptable) shape can be a solid fill of PMS 647 or PMS 7527 or a photo same negative shape notch should be left axis for headline and logos area for small amount of copy or contact information 8

11 Layout examples: printed materials FPO one-sided vertical layout headline gets reversed out of PMS 647 one-sided vertical layout headline is PMS 647 on solid PMS 7527 one-sided vertical layout headline is reversed out to work with this photograph photograph is simple and picks up colors from shield 9

12 Rules to follow: The following are visual guidelines for materials that require a horizontal layout. DeVry University and headline should be white when used with PMS 647 or dark photograph OR PMS 647 when on PMS 7527 or light photograph. No other colors are acceptable anchor to top right cover of layout same negative shape shape can be a solid fill of PMS 647 or PMS 7527 or a photo notch should be left axis for headline and logos area for small amount of copy or contact information 10

13 Layout examples: printed materials FPO one-sided horizontal layout headline is PMS 647 on solid PMS 7527 one-sided horizontal layout photograph is simple and focuses on one individual (available in the DeVry photo library) 3. one-sided horizontal layout (banner) logos are positioned at the top of the layout headline is PMS 647 on solid PMS

14 Rules to follow: The following are visual guidelines for flyers or brochures with substantive copy. anchor to top right cover of layout same negative shape FPO shape can be a solid fill of PMS 7527 when used as a background FPO notch should be left axis for headline and logos area for small amount of copy or sidebar information 12

15 Layout examples: printed materials FPO FPO FPO one-sided brochure or cover small amount of copy or contact information can use solid color or photo one-sided brochure or cover medium amount of copy can use solid color or photo back side of one-page brochure or interior page of multi-page document background shape must be solid PMS 7527 can be used with layout #1 or #2. if used as single-sided piece, the content should not exceed space shown above 13

16 Layout example: web The following visual is intended for use on the web. It is important to note that although the web requires a lot more written content, it is still important to keep the design simple and clean so as not to lean toward one brand over the other. photography is clean and simple. light colors work best. headlines should be HEX # body copy should be in black example of content that needs to be called out; type should be white on HEX # sample of web page with content grid is a strong influence HEX #dad7cb should be used as the background for the header whereas HEX # should be used for headlines and call-out boxes logos can be side by side in this instance only shields in logos should align top Bembo font can be used for headlines while Arial font can be used for copy (for legibility) 14

17 Layout examples: what not to do Just as it is important to carefully define how to create the DeVry and Keller look, it is equally important to define what not to do. The following are examples of designs that would be considered off brand and unacceptable. the blue graphic should bleed off the top of the page the blue solid graphic is flipped incorrectly as the curves should always arc up to symbolize growth headline should always knock-out to white and should line up with the notch towards the left side of the layout logos do not line up with anything here but should line up with the notch on the left side of the layout type is too close to the edge of the page should always be white and not a color even though there is a hint of a grid, the elements are not lining up correctly with each other 15

18 Layout examples: what not to do photos should not be on a white sweep, nor should they be cut out and placed on a white background headline is correct color and font, but it is not lining up with the notch the photo lacks emotion and seems fake like stock photography 16

19 Visual guidelines: photography DeVry University and Photography may be used in two ways. It may be used on the cover of a brochure when it is determined that an image will help enhance the piece and draw a prospective student in. It may also be used on interior pages to break up the page and enhance the copy. DeVry and Keller have a complete image library located at: For access to this library, please contact the Marketing Communications Department. Composition: The composition or the arrangement of the visual elements in the photography is an important consideration when choosing a photo for co-branded marketing pieces. One thing to keep in mind when searching for photography is whether or not it will be used in a vertical or horizontal layout. Certain images will fit better in horizontal layouts, and certain images will fit better in vertical. Another important point to consider is whether the image allows for a headline or copy to be placed on it. If the image is a classroom with students who are in full focus, then copy shouldn t be placed on the image, since it would then appear over a person s face. Composition is a very important consideration when choosing a photo. Ensure there is enough room in the photo, and if possible, a single focus in order to engage the consumer. Color: Color is another important consideration. Choosing a photo with a red, blue or gold accent within the image helps to enhance and draw out the colors of the shield and pull the entire piece together. However, even though this is a consideration, it is not a requirement. People: If a communication piece allows for several images, make sure to choose images that show a variety of students from different demographics depending on your target audience. 17

20 Visual guidelines: logo placement Wherever possible, the DeVry logo should precede the Keller logo. It is not a matter of importance between the two, but it makes a point of succession. The collegiate path begins with a bachelor s degree from DeVry and ends with a master s degree from Keller. So, where possible, we recommend that the DeVry name or logo appear first. Whenever possible, the logos should be stacked and not placed side by side. When the logos are stacked and have the same width, it creates a simple and clean shape. The logos then appear to be of equal size and eliminates competition between them. 18

21 Visual guidelines: logos & backgrounds The logos should always be on a solid background, preferably white or on PMS The logos should never be used on PMS 647 or any other PMS colors used in the shield. If you are producing creative for New York or Calgary, please use the appropriate DeVry and Keller logos. (See Logo Guidelines site.) 19

22 Visual guidelines: color palette DeVry University and Main PMS Colors: Used for solid backgrounds and call-outs. Headlines should always be either PMS 647 or white. PMS 647 C PMS 7527 C CMYK : RGB : HEX : # CMYK : RGB : HEX : #E9E1D5 Shield PMS Colors: Used sparingly as accents (similar colors can be found in photography). PMS 1245 C PMS 186 C WHITE CMYK : RGB : HEX : #D19700 CMYK : RGB : HEX : #F20017 CMYK : RGB : HEX : #FFFFFF 20

23 Visual guidelines: fonts Every visual element, from the color palette to the photography to the typeface, should promote the fact that DeVry University and are respected, educational institutions. A legible and classic typeface is crucial to communicating a clean, smart and straightforward message. For the co-branded pieces, Bembo is the primary font. Three weights are used: Regular, Regular Italic and Bold. When using Bembo in print materials that have a large amount of copy, it becomes more legible when there is more leading between the lines. An example would be a 10 point font with 14 point leading. Bembo Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Usage: copy, legal, callouts and contact information Bembo Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Usage: picture and image descriptions Bembo Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Usage: headlines An exception to the use of Bembo as the primary font is on the web. The use of Bembo can be used in headlines while Arial, or a sans-serif font, should be used for body copy. 21

24 Legal disclaimers Please refer to the most up-to-date version of the Regulatory Compliance Guidelines. DeVry University and 22

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