STYLE GUIDE From the Office of Marketing and Public Relations

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1 SAN JUAN COLLEGE

2 STYLE GUIDE From the Office of Marketing and Public Relations San Juan College requires consistent use of SJC s logo. This will help the College speak to its various constituencies in a distinct voice that builds brand awareness and name recognition. The Office of Marketing and Public Relations provides a variety of services to help schools and departments meet their communication and marketing needs. We provide direct and consulting expertise for public relations and advertising efforts, including design and all stages of print publication, from pre-publication steps (identifying the audience, targeting for a desired response and the distribution method) and post-publication follow-up (determining the success of the communication effort). A uniformly applied visual identity program for a college is essential. A logo used consistently helps establish immediate recognition for San Juan College, expresses our personality and sets us apart from competitors. It becomes a visual interpreter of our character and quality. It builds our credibility and reflects our spirit and values. This manual provides guidelines and answers about the College s graphic standards. We ask everyone to support this effort and to work within these guidelines to make our visual identity program a success. Branding statement San Juan College is the Four Corners comprehensive community college, which improves lives by providing people an affordable education for a successful future and career. San Juan College is a dynamic institution offering advanced technology and facilities, with supportive educators who respond to the changing needs in today s diverse marketplace by delivering relevant, high quality education. If you have questions, please call MPR at (505)

3 THE COLLEGE LOGO Official SJC Logo The College Identity The official SJC logo is the primary component of San Juan College s graphic identity system. This logo replaces all other pre-existing logos developed for the College. The logo consists of the four squares representing the Four Corners, with S, J, and C and the starburst set within the squares. The wordmark, which can be used in conjunction with the four squares, consists of the words San Juan College to the right side or below, in Gill Sans. The authorized configurations of the official logo shown in this manual are the only approved combinations of the logo and wordmark. The logo must be incorporated into all College communication without exception and must be consistently applied within the guidelines of the manual. Please refer to the following pages for specifics in logo color, size, fonts and all other usage guidelines.

4 Logo Configurations The official San Juan College logo must appear in a prominent position on all communication documents. Download logos from Shown here are the horizontal and vertical configurations of the logo. In all configurations, do not change any aspect of the logo and its relationship to the wordmark in size or spacing. FULL-COLOR LOGO, HORIZONTAL FORMAT FULL-COLOR LOGO, VERTICAL FORMAT BLACK LOGO, HORIZONTAL FORMAT BLACK LOGO, VERTICAL FORMAT SAN JUAN COLLEGE Advising and Counseling Center ONE-COLOR LOGO, HORIZONTAL FORMAT ONE-COLOR REVERSED LOGO, HORIZONTAL FORMAT ONE-COLOR REVERSED LOGO, HORIZONTAL FORMAT FULL-COLOR REVERSED LOGO, HORIZONTAL FORMAT FULL-COLOR LOGO WITH DEPARTMENT, HORIZONTAL FORMAT The above logos are the official logos for San Juan College. On occasion, the relationship of the wordmark and logo may be reversed. Please consult with Marketing and Public Relations for questions regarding logo usage.

5 FULL-COLOR LOGOS Approved Color Palette All logo reproduction must absolutely adhere to the approved SJC color palette. Additionally, all brand media, print pieces and merchandise graphics should strive to appropriately incorporate these colors in their layout elements. Shown here is the official SJC Pantone color palette for full-color applications. Fullcolor is always preferred. In order to reproduce correctly, full-color logos need to be converted to CMYK in a four-color process document, or RGB for web or TV production. Use the formula for proper conversions. USE CHART Other Color Needs In the case of some printing jobs, such as banners or merchandise such as pens, the available colors may not match any of the options given above. You can obtain color swatches from the vendor and consult with the MPR graphic designers for guidance.

6 ONE-COLOR LOGOS Official One-Color Formula Shown above is the official SJC Pantone color for one-color applications. Please note that only the purple is acceptable for one color use. BLACK AND WHITE LOGOS Approved Black and White Options Black cmyk= 0,0,0,100 White cmyk= 0,0,0,0 Shown above is the official SJC color palette for black and white applications. Full-color is always preferred. Use a black and white version only when necessary.

7 FULL-COLOR REVERSED LOGOS Approved Full-Color Reversed Options Shown is the official SJC color palette for full-color reversed logo applications. These logos are appropriate in cases where there is a background of 50% or darker. Full-color is always preferred. Use full-color reversed only when necessary. The logo must never appear in screen tints and must always appear in the color combinations shown, in 100%. ONE-COLOR REVERSED LOGOS Approved One-Color Reversed Options Shown is the official SJC color palette for one-color reversed logo applications. These logos are appropriate in cases where there is a background of 50% or darker. Full-color is always preferred. Use a one-color reversed version only when necessary. The logo must never appear in screen tints and must always appear in the color combinations shown.

8 Approved Black and White Reversed Options White cmyk= 0,0,0,0 Black cmyk= 0,0,0,100 Shown is the official SJC color palette for black and white reversed logo applications. Full-color is always preferred. Use a black and white reversed version only when necessary. OFFICIAL TYPEFACE Primary Font Gill Sans is the official SJC logo typeface (font) for the logo. This typeface is embedded into the logo to spell out San Juan College and should not be changed. SAN JUAN COLLEGE To individualize the font with department names, the typeface Ropsen is the approved font. Department names can be included in the horizontal version of the official logo, laid out below the College name and in PMS YELLOW. This is the only logo that schools or departments are allowed to use.

9 EXAMPLES OF WHAT NOT TO DO Do NOT substitute typefaces or mix old and new logos Using other typefaces in place of the official wordmark is not permitted. San Juan College San Juan College Do NOT rearrange Do not rearrange the logo and word mark configurations in any way. SAN JUAN COLLEGE Do NOT change angles. Do not angle or rotate or distort the logo. Do NOT change spacing Use the signature configurations as distributed. Do not change the spacing between the letters, or spacing between the word mark and logo. SAN JUAN COLLEGE SAN JUAN JUAN COLLEGE COLLEGE Do NOT screen colors Using screen tints in any combination is not permitted. Do NOT change existing colors Mixing the official colors in any combination other than the approved usage is not permitted. Do NOT change colors Do NOT convert color version to black and white Avoid using color digital files when outputting to a black and white laser printer. This will render the official colors of purple and yellow to screens of black that are not permitted. Do NOT combine colors Do NOT change existing reversed colors Do NOT combine the official College logo as part of another logo.

10 LOGO USAGE EXCEPTIONS Customized Logos Academic and administrative offices may not design customized logos. However, departments or programs with a major external presence and mission distinct from the academic mission of the institution may, in some cases, be permitted to create and use unique logos with the approval of MPR. Examples of this include the Public Events Silhouette Series, Encore the Senior College, Project Read, ENLACE. Any office or department wishing to create a customized logo or to modify the official College logo must submit a proposal to MPR. If approved, the office or department will be responsible for working with an MPR graphic designer to create the logo. The official logo can only be used for official SJC communications, publications and merchandise. Approval A copy of your external communication, newsletter, publication, merchandise or other materials should be submitted to MPR for approval. Internal communications such as degree sheets, course materials, faculty or student publications and other related internal communication materials do not need approval from MPR. However, any internal or external communications promoting either schools, departments or programs, courses, events should always incorporate the SJC logo in their communication according to the logo and branding standards. Letterhead and Envelopes Official College letterhead can be purchased on the Bookstore. If you request specialized letterhead with department name, please consult with MPR. Business Cards Official business cards can be ordered online from the Portal at https://www.sanjuancollege.edu/pages/2052.asp and will be handled through MPR. They can be purchased in quantities of 250, 500 or 1,000. If you require additional logos or information that deviates from the standard, please confer with MPR. Fax Forms For the approved standard cover page for faxes sent externally, see appendix. Memo Forms For the approved standard cover page for memos sent internally and externally, see appendix. template To ensure readability and professionalism, there is an approved standard for official correspondence. Please do not include emoticons, colored backgrounds, unreadable fonts or colored text. See appendix. Web Page The design of the college s home page adheres to official design standards, including colors, appropriate use of logo, fonts, photography and graphic elements. In addition, lower tier pages for departments and programs must fit the approved template and work within the established standards. The Office of Technology Services oversees the web page and can assist with uploading files and designing pages. Use of Publisher software The presence of Publisher desktop design software on PCs has allowed people to design their own fliers, brochures and signage. Please don t mistake this software for professional graphics software. Printing companies are not able to use Publisher when printing materials, and Publisher is not intended to be used as professional graphics for an educational entity. If you need promotional printed materials (brochures, give aways, etc.), you must go through the MPR office to develop those. Providing Artwork for banners, specialty pieces, etc. The MPR office will provide official artwork and logos for merchandise, banners, etc. Often vendors require specialized files in order to ensure a high quality product, so the designers will work directly with the vendor to provide them. Signage All signage on campus (permanent signs, directional signs, magnetic car plates, etc.) will adhere to the graphic standards set forth in this manual. The logo will be reproduced correctly, in terms of proportion and color (see above for approved PMS combinations)

11 APPENDIX Fax Form Ropsen Script in a 92 point size in black is the font used for the word Fax. Gill Sans Regular in a 12 point size in black is the font used for the remaining information. The example below is shown smaller than actual size. Fax SAN JUAN COLLEGE 4601 College Blvd Farmington, NM Date: To: Name Title Fax number Company: Phone number From: Name Title Fax number Phone number Pages: # + Cover page Message:

12 APPENDIX Memo Form Ropsen Script in a 92 point size in black is the font used for the word Memo. Gill Sans Regular in a 12 point size in black is the font used for the remaining information. The example below is shown smaller than actual size. Memo SAN JUAN COLLEGE 4601 College Blvd Farmington, NM To: From: Date: Re:

13 APPENDIX Template To ensure readability and professionalism, there is an approved standard for official (i.e. external) correspondence. Please do not include emoticons, colored backgrounds, unreadable fonts or colored text. The template is the approved format for s you send externally from San Juan College: Body copy should be in Gill Sans, 11 pt, black, or the default, which is Calibri, 11 pt., black. Because the use of color backgrounds, color fonts, themes or emoticons can be distracting and difficult to read, their use is discouraged. The background should remain white. Always include a subject in the Subject box. All messages should contain your signature in order for the recipient to identify who you are and how to get in touch with you by phone or in person if necessary. To set your signature in Outlook, go to Tools in the menu bar, select Options, Mail Format, then Signatures. Select Gill Sans, 11 pt., black. (Your signature can also be in SJC purple, set as a Custom Color at RGB 101, 87, 155.) Information should include, at the minimum, the following: Name Title San Juan College Farmington, NM Phone with area code; Fax Phone OR Cell Optionally, you can include the college s web site address at and your physical address (especially helpful for those off the main Farmington campus). Some may choose to personalize their with quotations, strengths, etc. Please make sure these are appropriate to an educational institution. Alternately, you can insert your personal business card, which you can create in Contacts. When sending a new message, select Insert from the menu bar, then Business Card, and select your own card to insert. (If you insert your business card, you won t need to include a signature, too.) To create a business card, select Contacts, New, then fill in the appropriate fields. To add the college logo, select Add Picture in the top menu bar, go to your files and insert the logo. Press Save & Close College Boulevard Farmington, New Mexico (505)

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