Brand Identity Guide. (Updated July 2015)

Transcription

1 Brand Identity Guide (Updated July 2015)

2 Contents. The brand. 3 The Essence of Acadia Acadia s Promise Key Elements in the Acadia Story Visual identity. 6 The Acadia Logo Restrictions on Use of the Logo Other Brand Marks Colours Typography This Guide is produced by the Office of Communications and Marketing at Acadia University. If you have any questions, please contact us: Communications and Marketing commar.acadiau.ca (902) sherri.turner@acadiau.ca Media. 11 Photography Videography Editorial Style Print Electronic Media Web Signatures

3 The brand. Acadia University is proud of its reputation as a leading liberal arts institution. Our name and brand marks are recognized throughout Canada and around the world. These brand marks exist to provide a shared approach to visually communicating the purpose and meaning of our institution. Each day, communication items letters, banners, brochures, and s are created and distributed from all parts of our University. In its own way, each item represents Acadia to the person who receives it. Using our brand marks in a consistent manner helps establish a strong and distinctive identity for Acadia. Acadia s visual identity is a valuable asset. It is legally protected, and it is important that we use it appropriately. The aim of this guide is to make that process as simple and efficient as possible. If you need advice on these standards whether in print, online, or in other media please contact the Office of Communications and Marketing. The Essence of Acadia Many people talk about branding as a set of logos and taglines, but it is much more than that. Our brand is a reflection of all that we say and do all that we print and broadcast. It speaks to the emotional connection we make with our stakeholders. It is how we all talk about Acadia, and how special it is, to our friends and to people we meet. It is the message we send to future students and to their parents through our marketing materials or tweets. It is the way our faculty mentor our students inside the classroom and beyond. It is the intangible but palpable Acadia spirit and the importance we place on community. In essence, our brand is what Acadia stands for; it is what sets Acadia apart. The Acadia brand has four distinct pillars: 1. Tradition In Acadia marked the 175th anniversary of its founding. Our founders believed that everyone should have access to higher education, and we uphold their vision by providing personal attention to students in order to develop the whole person. 2. Innovation Finding a better way has always been the Acadia way leading tidal-energy research more than 100 years ago, being the first university to include mobile technology in the classroom, or being among the first post-secondary institutions to document our students successes in a co-curricular transcript. 3. Excellence Acadia encourages all its stakeholders to aim high and achieve greatness whether in the classroom, as part of the community, or on the athletics field. Our graduates take their places in the world, and they shine. 4. Community Acadia is very much a family, and each of us is an integral member. Beyond our campus, our students are immersed in experiential learning that makes a difference to individuals, the region, the country, and beyond. There is a connectedness here that is increasingly rare on the Canadian post-secondary scene. Acadia University Identity Guidelines: The brand. 3

4 Acadia s Promise We want our students to be comfortable with anyone, anywhere in the world; to make lifelong friends who will be leaders, not only tomorrow but also today; to be an important part of a community that encourages them and inspires them, where learning means living every moment, in and out of class; to enjoy a small campus, where they can safely take risks and explore big ideas; to live in a place that understands their world, promotes their thoughts, and rewards their curiosity; and to lay the foundation for their careers and futures. Key Elements in the Acadia Story Faculty as Mentors Acadia s faculty explore big ideas that influence numerous areas of knowledge. The University fosters a collaborative culture. Faculty members often work in multidisciplinary teams across departments and schools, and they rely on the undergraduate students as colleagues. Accessible and dedicated teachers, they provide insights and caring that can change the lives of our students. A Personal Education In Acadia s rich academic environment, students can conduct in-depth study within their major and have access to an extraordinary range of courses and experiences. With more than 200 degree combinations and the flexibility to choose what interests them, our students have a large offering on a small campus that supports them. Rigorous Learning Beyond the Classroom An Acadia education is challenging and intense. Our students push themselves as well as the boundaries of their fields of study. They are 4 Acadia University Identity Guidelines: The brand.

5 exposed to new technologies and ideas within a dynamic mix of theoretical and applied studies, so they are able to envision and to create solutions to address complex problems. Direct Impact, Local and Global Acadia s faculty and students view the world s issues as their own challenges. Each day, through Acadia s academic and service programs, they drive change by developing new sustainable energy, agriculture, and materials research; advancing health and well-being; leading positive economic development; finding solutions for social problems like poverty and hunger; and strengthening communities through education and outreach. Their work improves the lives of people within the Valley region, Canada, and beyond. Commitment to Inclusivity Since Acadia s beginnings in 1838, its vision of higher education has been uniquely practical and egalitarian. All forms of knowledge are explored. All people are welcome, regardless of their background or circumstances. In fact, Acadia was one of the first institutions in Canada to admit female students and people of colour. This spirit of inclusivity continues to inform all that we do as we move into the future. Special Place Acadia has all the facilities one would expect in an Ivy League university: historic and modern buildings as well as new and renovated facilities for contemporary research, all developed with attention to academic collaboration and environmental responsibility. What s unexpected to newcomers is the feeling of the place. Part of it is the dramatic setting nestled in the fertile Annapolis Valley, amid picturesque mountains and the Bay of Fundy, which offers biodiversity and exposure to the world s highest tides. The other part is the sense of tradition and history. Acadia is where you are surrounded by inspiration. Vibrant Community At Acadia, we live and work close together, often within walking distance, in the quintessential university town of Wolfville, Nova Scotia, marked by cultural and intellectual diversity. This environment promotes discourse and respects differences of opinion, creating a sense of interconnectedness. Attracting the best and the brightest, it is a highly valued, caring community where students, faculty, and staff form bonds that last a lifetime and strengthen our alumni network. Acadia University Identity Guidelines: The brand. 5

6 Visual identity. The Acadia Logo The Acadia University logo is made up of two separate components: the shield and the wordmark Acadia University. They always appear together, and the shield is always positioned to the left of the wordmark. Full Colour For ease of use, logo files have been prepared using the approved colours and the correct proportions. These include four-colour, spotcolour, black-and-white, and reverse versions for professional printing. There are also RGB versions available for digital applications and internal documents produced using the Microsoft Office suite. Wherever possible, the four-colour logo should be the primary version you use. Please use the four-colour logo when doing full-colour printing in newsprint, magazine, signage, etc. Full-Colour Reverse and Single-Colour Reverse (white) The spot-colour version is primarily for stationery such as business cards and letterhead. The black-and-white version has been created for use when printing with black ink only, usually in newsprint. Black The reverse versions should be used when the logo is to be placed over a solid colour or a dark image. It should not be placed over lightcoloured backgrounds or busy imagery. If ever you are unsure which version of the logo to use, please contact the Office of Communications and Marketing. A vertical stacked version is available for use when the primary horizontal logo is not suitable. 6 Acadia University Identity Guidelines: Visual identity.

7 Proper Logo Use The logo should never appear smaller than 1.25 inches wide in print, or 90 pixels in digital format. There should always be a generous amount of clear space around it. The height of the shield is a good guide for how much space to allow around the logo. Images, text, or other graphic elements should never intrude on this space. Minimum Width = 1.25 inches wide The Acadia logo should not be redrawn, distorted, or modified in any manner for any reason. Changing its colour, proportions, fonts, or adding elements to the logo will damage the integrity of the University s identity. Below are some examples of what NOT to do with the logo. Appropriate Clear Space Do not alter the colour of the logo. Do not stretch or distort the logo. Do not place the logo over a busy background. Do not subtract or isolate elements from the logo. Do not place the reversed logo over a light background. Do not add elements to the logo. Do not rotate the logo. Acadia University Identity Guidelines: Visual identity. 7

8 Other Brand Marks The Acadia logo is the main identifier of the University brand. It should appear in full on almost all communications and marketing pieces. There are, however, other visual signifiers that can be used in addition to the shield and wordmark. Each of these brand marks expresses a subtle or explicit aspect of the overall brand, and as such represents a sub-brand of the University. If used in conjunction with the principal logo, they should be positioned so as not to fight visually with it, ideally in the opposite corner of a design or even on a separate page or side of a page. The Acadia A This is a secondary identifier of the University, emphasizing the spirit and tradition of Acadia over more formal aspects of the institution. It is based on Acadia s Athletics logo, and as such represents a more active, youthful, and informal take on the school s brand. The Athletics A This version of the A is used strictly on Athletics communications. It is shorter and wider than the general A and has white axes and a white space between the red fill and the blue outline. There are also versions with the Axemen and Axewomen team mascots leaning on it. The University Seal The seal represents the Office of the President. It is used only on the most official communications, such as diplomas or citations. The Acadia Avatar Because the full University logo is not suitably shaped for many of the avatar boxes, Acadia uses the shield on its own as an identifier. We will be developing themed avatars to properly represent Acadia over time. Please contact the Office of Communications and Marketing for assistance. Use of the Acadia shield as a single entity is permissable only when used as an online icon/avatar for official university social media identity purposes. All of these brand marks are available in multiple versions for different applications. 8 Acadia University Identity Guidelines: Visual identity.

9 Colours Acadia s official colours are red and blue. When both colours appear on communications, the red should occupy a larger percentage of the space, acting as a background colour or dividing the page into blocks of information separate from imagery or white background areas. The blue should be used to highlight text or for thin lines. It is permissible to incorporate a darker version of the official red as a secondary colour in order to make gradients or other textures on large areas of the official red. Pantone CMYK RGB PMS /100/90/20 181/31/31 PMS /60/0/40 0/56/103 N/A 20/100/90/35 128/24/27 Similarly, the official blue colour can be used in 40% and 20% secondary tints for extra variety and depth. See the Typography section on the following page for details. 40% /24/0/16 123/138/174 20% /12/0/8 176/185/210 Sometimes it is necessary to bring other colours into a design, e.g. for the purposes of identifying a sub-brand or illustrating categories that alternate irregularly throughout a long piece of text. For those cases, these tertiary shades of green, orange, and purple are considered part of the brand palette. They should, however, be used sparingly. 45/15/100/10 127/149/44 0/55/100/5 224/121/22 45/100/35/0 144/35/94 0/20/100/0 251/190/0 There are also certain colours associated with particular sub-brands or campaigns. These colours should not be used for anything outside their intended purpose. Acadia University Identity Guidelines: Visual identity. 9

10 Typography Acadia has two official typefaces: Helvetica Neue and Adobe Garamond. Helvetica Neue is used for the majority of external communications, with Adobe Garamond being reserved for more official, text-only applications such as certificates, invitations, and regulatory documents. Body copy usually appears in Helvetica Neue Roman, often coloured in black. It should be given generous leading. A typical print use would be 10-point type with 14- or 15-point leading. If the copy is reverse on a dark background and small enough that legibility may become a problem, Helvetica Neue Medium may be used instead. Headers are usually set in Helvetica Neue Black. They should be in sentence case and punctuated as sentences, even if they are grammatically only sentence fragments. Subheads get left-aligned in Helvetica Neue Heavy title case and coloured with a 40% tint of the blue. If a further level of headings is required, sub-subheads can be styled the same as subheads, but in 80% black and the same size as body copy. Web and applications Helvetica Neue can be replaced with Arial ( ), and Adobe Garamond with Georgia ( ) or Open Sans (web). Helvetica Neue Light Helvetica Neue Roman Helvetica Neue Heavy Helvetica Neue Black Adobe Garamond Regular Adobe Garamond Bold Arial ( ) Georgia ( ) Open Sans Regular (Web) Open Sans Semibold (Web) Open Sans Bold (Web) 10 Acadia University Identity Guidelines: Visual identity.

11 Media. Photography Photography has a powerful impact on Acadia s audiences. It provides viewers with an immediate and distinctive impression of Acadia and is a critical element in telling our stories. Maintaining high standards and using photographs that support the Acadia brand reflect the excellence of the institution. The content of images representing the University should illustrate at least one of the four pillars of the Acadia brand (see page 3), and a diversity of gender and ethnicity should always be maintained. Professional photography should be used as often as possible. This is particularly important for external communications. Websites and print materials should be created by professional designers familiar with the proper use of photography and Acadia s visual identity. All photographs for print need to be a resolution of at least 300 ppi at the size they are being printed. For web use, the resolution needs to be at least 72 ppi at actual size. Do not enlarge digital images without taking into account the corresponding diminishment in resolution, as this can cause them to be pixelated. When scaling and cropping images, make sure their proportions are maintained, so that they don t appear stretched or compressed in one dimension. Acadia s Office of Communications and Marketing provides photography support and has a freelancer list as well as a database of images available to the Acadia community. Videography Video has become an affordable, easy-toproduce tool that can convey your message and encourage action on the part of your audience. It can combine scripting with the use of voice-over, animation, typography, still images, film, music, and more. Acadia University Identity Guidelines: Media. 11

12 The AcadiaTV production team has produced more than 200 videos, with over 300,000 views to date. Generally, we do not script our productions or apply voice-over, allowing the authentic voices of our subjects to come through. This represents a wonderful opportunity for our stakeholders to best understand what makes Acadia special. Our videos are uploaded to YouTube to be shared broadly. Production standards are critically important to the creation of video that will deliver the desired impact. Without them, the ease of producing video can result in amateurish, poorly edited, and poorly produced products that undercut your message and Acadia s characteristic excellence. For questions about video style and formats, contact the AcadiaTV team in the Office of Communications and Marketing. Editorial Style Acadia University has also developed an extensive Editorial Style Guide to assist University communicators. Generally, the Acadia guide follows The Canadian Press Style Guide, with some adaptations in relation to universityspecific terms, titles, and building names. The tone of our communications is very much like our campus atmosphere personal yet professional. We maintain inclusivity with references to our university and our students, and a dialogue that engages the reader as you. 12 Acadia University Identity Guidelines: Media.

13 Print Each day, thousands of people see communication materials from Acadia University, and many of these are in printed formats: correspondence, brochures, reports, magazines, newsletters, books, exhibits, event materials, posters, advertisements, forms and applications, and more. Each and every one of these materials represents Acadia s character, both explicitly by content and implicitly by style. The visual identity guidelines serve to unify our communications and help them make a clear and strong impression. Electronic Media Electronic media are ubiquitous in modern communications, running the gamut from keynote presentations to e-newsletters to websites and beyond. As platforms continue to expand and develop, it becomes critical for Acadia s brand to be represented in a consistent manner. Web Acadia University websites and web pages should be developed with the following guiding principles in mind. User-Friendly Approach Every stage of development should be steeped in consideration of the goals of your users when they visit your site. Define and prioritize your audiences, then design content and navigation accordingly. Make every element of your site intuitive and meaningful for your users. Brand Consistency To ensure your users know that your site is part of Acadia University, it is best to use the University s Content Management System (CMS) templates. These incorporate Acadia s logo banners and supporting elements (colour, imagery, etc.). They also ensure that users have a consistent navigation experience and are never taken away from the University site navigation. Acadia will regularly improve the site s appearance and function, and being part of the CMS means you will never be left behind in design and you will have university-provided support. Strong Content Without content, there can be no site. Create engaging materials and maintain them with regularly planned updates. Include events and news when relevant to your users, and be sure to properly represent your unit to ensure your audiences get to know you. Always check your grammar and spelling. Technical support is available from Acadia s Helpdesk, and content guidance is available from the Office of Communications and Marketing. Signatures All Acadia signatures should be developed consistently. Please see example below for reference. The information is broken into two portions to aid legibility. Use only Arial 10 point regular weight and Arial 10 point bold. Please contact Communications and Marketing if you would like help. Jane Smith Manager, Department of Communications Acadia University Wolfville, Nova Scotia B4P 2R6 Canada t. (902) c. (902) f. (902) w. commar.acadiau.ca Learn more. Connect. Facebook, Twitter, YouTube, Linkedin, Flickr Acadia University Identity Guidelines: Media. 13

14 This Guide is produced by the Office of Communications and Marketing at Acadia University. If you have any questions, please contact us: Communications and Marketing commar.acadiau.ca (902)