Hillsborough Community College Visual Identity Brand Manual

Transcription

1 Hillsborough Community College Visual Identity Brand Manual

2 Contents Sharing the benefits of a consistent HCC brand identity. Visual Identity The HCC visual identity is much more than the use of a name, seal, monogram, and wordmark. It is how we present ourselves to our internal and external constituents on a daily basis. It communicates a message of who we are and what people can expect from us in terms of service and values. It conveys our message through a visual representation. Across all HCC departments and campuses, it is imperative that the use of the HCC brand is consistent in its application at all times. This brand manual has been created to help achieve consistency and familiarity of the HCC brand without restricting our creativity and innovation. Branding Reference: A Quick Look 3 Branding Elements 4 Wordmark 5 Monogram 5 Brand colors 6 Brand typefaces 7 Seal 8 Seal colors 9 Seal with Monogram 10 Campus Monogram 11 Seal with Campus Monogram 12 Hawk Mascot 13 Design Guidelines 14 Minimum clear space 14 Minimum size 15 Alignment 16 Consistent size and proportion 17 Misuse of elements 18 Branding Applications 19 Stationery, external 20 Memorandum, internal 21 Business cards 22 Employee name tag 22 Hawk card 22 signature 23 Seal applications 24 Other Branding Materials 25 Department-specific elements 25 HCC Live 26 Hawk s Nest 26 Hawks Landing 26 Web Pages 27 Required Statements 28 Disclaimer 28 Equity statement 28 Accreditation statement 28 Further Information 28 2 HCC Visual Identity Brand Manual

3 Branding Reference: A Quick Look Branding Elements The HCC wordmark, monogram, seal, brand colors, and typography are the basic elements of the HCC brand. The HCC seal is the official, legal seal of Hillsborough Community College. It appears on diplomas, academic certificates, and other legal documents or products where authenticating signatures and authorizations are required. It may be used at formal academic events and on regalia. The seal may be used with the monogram. It is preferred that the seal not be used with the wordmark. The font used in the seal is Bernhard Modern Standard in the roman version. A similar Windows font that may be used along with the seal is Palatino. The fonts used in the wordmark are Avant Garde bold and Avant Garde Book. The monogram uses Avant Garde heavy bold. Avoid reducing any of the branding elements to an illegible size. Seal Two-color seal HCC_SEAL_2757_118 Font: Bernhard Modern Standard Wordmark HCC_Name_647 The wordmark must be all one color. It may be shown with the campus below. Fonts: Avant Garde (bold small caps) Avant Garde Book (regular) One-color seal HCC_SEAL_647 The one-color seal option can be printed in blue, dark blue, black, gold, or white. Monogram HCC_647 The monogram must be all one color. It may be shown with the campus below. Font:Avant Garde (heavy bold) The wordmark and the monogram can be printed in blue, dark blue, black, gold, or white. HCC Colors Blue Pantone 647 CMYK 100/56/0/23 RGB 0/85/149 HEX Dark Blue Pantone 2757 CMYK 100/82/0/30 RGB 6/53/122 HEX 06357a Gold Pantone 118 CMYK 0/18/100/27 RGB 196/160/6 HEX c4a006 Black Pantone Black CMYK 0/0/0/100 RGB 0/0/0 HEX White CMYK 0/0/0/0 RGB 255/255/255 HEX FFFFFF Graphic Files To obtain an electronic file of HCC branding graphics Staff: Please go to My Computer \shared on ybfs2 (S:)\Marketing & PR\HCC Branding Graphics. Visitors: Please contact Pat Brown, pbrown@hccfl.edu, to request files. Seal with Monogram Seal_and_HCC_647 The one-color seal with monogram can be printed in blue, dark blue, black, gold, or white. Seal_and_HCC_2757_118 Further Information If you have any questions regarding the application of the HCC branding graphics, please contact the Marketing and Public Relations Department, HCC Visual Identity Brand Manual 3

4 Elements Our branding elements are the tools with which we can build and maintain a consistent and clearly recognizable visual identity for the Hillsborough Community College brand. Branding Elements The HCC wordmark, monogram, seal, brand colors, and typography are the basic elements of the HCC brand. The pages in this section introduce these elements and set out clear principles for their use. Wordmark Monogram Seal Seal with Monogram 4 HCC Visual Identity Brand Manual

5 Wordmark and Monogram Our wordmark is made up of a line and words which should never be altered in relationship or form. Wordmark HCC_NAME_647 Our monogram is made up of three capital letters. Always use the master artwork provided. Monogram HCC_647 The wordmark is specifically drawn individual elements, combined in an exact relationship, to work for a range of sizes and applications across different media. It is intended to be used in a horizontal format at all times, avoiding any form of rotation. The monogram is a more casual element and may be rotated as needed. Always use the master artwork provided for these letter forms. The digital master artwork for these elements may be found in a number of standard file formats at hccfl.edu/marketing. If you experience any difficulty in finding the master artwork for a specific application, please contact the Marketing and Public Relations Department (see last page). HCC Visual Identity Brand Manual 5

6 Brand Colors Consistent and accurate use of our brand color is important in helping us to identify HCC across a wide range of media. Always match to the Pantone swatches. Brand Colors The wordmark and monogram are colored in either blue, dark blue, white, or black. They are not to be shown in more than one color. The monogram and wordmark can be applied across a wide range of applications with varying backgrounds. BLUE: PMS 647 CMYK: Blue 100% Magenta 56% Yellow 0% Black 23% RGB: 0r+85g+ 149b Hexadecimal: DARK BLUE: PMS 2757 CMYK: Cyan 100% Magenta 82% Yellow 0% Black 30% RGB: 6r+53g+ 122b Hexadecimal: 06357a To reproduce these colors accurately, always match to the Pantone color matching system numbers (available from the Marketing and Public Relations Department see last page). Please do not copy the colors shown on this page, or elsewhere in these guidelines, for color matching. They are representative colors, but not exact enough to match the Pantone Color Standards. For accurate Pantone Color Standards, refer to the current edition of the Pantone color Formula Guide. (Pantone is a registered trademark of Pantone Inc.) BLACK WHITE 6 HCC Visual Identity Brand Manual

7 Typefaces Our brand typefaces provide us with a consistent typographic styling across printed applications and help to strengthen recognition of the HCC brand. The typeface family used in our monogram and wordmark is Avant Garde. The monogram uses only the bold version and the wordmark uses both the bold version and the book/regular version. These fonts are only intented to be used on the branding graphics. It is important to understand that additional licensing requirements may be necessary when embedding the font data within documents for third-party users (PDF document downloading and distribution). Avant Garde (bold small caps) Avant Garde Book (regular) Avant Garde (heavy bold) Please do not try to recreate these logos. They are available in several common file formats at S:\Marketing & PR\HCC Branding Graphics. Century Gothic/bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic/regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic is the prefered font for all other text, in documents as well as signage. If you require further information on the correct use of the HCC brand typefaces, please contact the Marketing and Public Relations Department (see last page). HCC Visual Identity Brand Manual 7

8 Seal The HCC seal is the official, legal seal of Hillsborough Community College. The HCC seal is designed to be used on our most official documents and external communications. The HCC seal is the official, legal seal of Hillsborough Community College. It appears on diplomas, academic certificates, and other legal documents or products where authenticating signatures and authorizations are required. It may be used at formal academic events and on regalia. The seal may be used with the monogram. The seal should not be used with the wordmark. The font used in the seal is Bernhard Modern Standard in the roman version. Palatino is a Windows font that may be used along with the seal, and is widely available. If you have any questions regarding the appropriate use of the college seal, please contact the Marketing and Public Relations Department (see last page). Compatable Font PALATINO/regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HCC Visual Identity Brand Manual

9 Seal The HCC seal can be printed in either one color or two colors. Seal Colors HCC offers a one-color seal option and a twocolor seal option. One-color seal HCC_SEAL_647 Two-color seal HCC_SEAL_2757_118 The one-color seal option can be printed in blue, dark blue, black, gold, or white. The seal may also be foil-stamped in blue and gold or just blue, gold, or silver foil. The two-color seal option can be printed in the following ways: Spot color: Dark blue = PMS 2757 Gold = PMS 118 CMYK Full color inks combined to look like the spot color inks Blue Dark Blue Dark Blue GOLD: PMS 118 Dark blue Cyan 100% Magenta 82% Black Gold White CMYK: Cyan 0% Magenta 18% Yellow 100% Black 27% RGB: 196r+160g+ 6b Yellow 0% Black 30% Gold Cyan 0% Magenta 18% Yellow 100% Black 27% Hexadecimal: c4a006 HCC Visual Identity Brand Manual 9

10 Seal with Monogram Standard combination These files show the standard use of the seal with the monogram. Seal_and_HCC_647 Options These optional versions may also be used. Please check with HCC Marketing for further information. Seal_HCC_B_black Seal_and_HCC_2757_118 Seal_HCC_C_647 Seal_HCC_black 10 HCC Visual Identity Brand Manual

11 Campus Monogram It is important that all campus graphics adhere to the district standard to help ensure our overall HCC branding. The typefaces used in our campus monogram are Avant Garde/bold for the monogram and Avant Garde Book/regular for the campus name. These location elements may be shown in blue, dark blue, black, white, or metal tones. HCC_Brandon HCC_PlantCity If you require further information on the correct use of the HCC campus monograms, please contact the Marketing and Public Relations Department (see last page). HCC_DaleMabry HCC_SouthShore HCC_GWSDAC HCC_Ybor HCC Visual Identity Brand Manual 11

12 Seal with Campus Monogram Seal with Campus Monogram The seal with campus monogram may be used for building signs. This element may be shown in blue, dark blue, black, white, or metal tones. Seal_HCC_BR_647 Seal_HCC_PC_647 Campus sign sample Seal_HCC_DM_647 Seal_HCC_SS_647 Seal_HCC_GWSC_647 Seal_HCC_YB_647 Signage For guidelines and procedures for interior and exterior signage, please refer to the Signage Specifications and Standards document developed by the Facilities Planning and Construction Office. Go to hccfl.edu. Locate Departments, then Facilities Planning and Construction, then Guidelines and Procedures. 12 HCC Visual Identity Brand Manual

13 Hawk Mascot The hawk is HCC s official mascot. It may be shown as a photo or as a shape (icon, silhouette). The hawk must be shown without tipping, rotating, or distorting the image. HAWK_SHAPE_647 Hawk_PHOTO Hawk shape The hawk shape may be shown in blue, dark blue, black, gold, or white. HAWK_SHAPE_black HAWK_SHAPE_white (shown on black) Hawk photo The photo may be shown in full color or in black and white. Hawk_PHOTO_GRAY HAWK_SHAPE_118 HCC Visual Identity Brand Manual 13

14 Design Guidelines At all sizes, the HCC wordmark and monogram are surrounded by a minimum proportionate area of clear space. Minimum Clear Space Keeping the HCC wordmark and monogram free from the potential confusion caused by close proximity with other elements (type or graphics) helps to maximize its prominence and legibility across all applications. The space inside the dashed line should be free of confusing elements. The space inside the dashed line should be free of confusing elements. 14 HCC Visual Identity Brand Manual

15 Design Guidelines Avoid reducing the HCC wordmark or monogram to an illegible size. Minimum Size Across different media, production, and application processes, the size of the brand element may affect its legibility. Print applications Minimum Size On-screen applications If you are working with an application or production process where legibility is a problem, always ensure that you have adequate proofing and approval for the work. Monogram 0.5 inch Monogram 72 pixels The HCC brand element should always be reproduced where a high standard of legibility can be achieved. Wordmark 1 inch Wordmark 144 pixels HCC Visual Identity Brand Manual 15

16 Design Guidelines Consistent alignment of the brand name with other graphic elements results in stronger composition and visual presence. HCC_white (shown on blue 647) Alignment Alignment of text or graphic page elements may relate to all four edges of the HCC brand element, depending on the layout and placement for the application. For positive color applications (where the white outer boundary of the graphic is not fully visible against its background), the alignment should be the outside edge of the rectangular box. For negative color applications (where the white outer boundary of the graphic can be seen against a darker background color), the alignment should be the outside edge of the white outer keyline. For positive color applications (where the white outer boundary of the graphic is not fully visible against its background), the alignment should be the outside edge of the rectangular box. For negative color applications (where the white outer-boundary of the graphic can be seen against a darker background color), the alignment should be the outside edge of the white outer keyline. Always ensure that you have observed the minimum clear space area (page 14) when placing other page elements with the brand element. See also minimum size information on the previous page. 16 HCC Visual Identity Brand Manual

17 Design Guidelines The examples on this page show recommended wordmark sizes relative to a standard set of page formats. Consistent Size and Proportion Wherever possible, a consistent size relationship should be maintained between the wordmark and the page size. Note: The examples are not to scale. (2 inches) (1.5 inches) Half-letter, 5.5 x 8.5 page Letter, 8.5 x 11 page In some cases, sizing and positioning may be driven by design layout or concept. Similarly, the wordmark on a front cover may be larger than a wordmark being used in a sign-off role on a back cover. The key point is to maintain consistency across a family of items. This page sets out a guide for some common paper sizes and recommends the appropriate respective sizes for the HCC wordmark. See also minimum size information on page 15. Tabloid, 11 x 17 page (3 inches) HCC Visual Identity Brand Manual 17

18 Design Guidelines Always respect the HCC wordmark and monogram and their respective components. Apply them with care and consistency at all times. Misuse of Elements This page is intended to show common misuse of the brand elements. Always use the approved artwork to ensure that this type of misuse is avoided at all times. Please contact us if there is a need for a graphic in a format other than those provided. 1) Do not use two colors. The monogram may be shown in blue, dark blue, black, or white. 2) Do not place other graphics over the monogram or wordmark. Do not use the square graphic; it has been discontinued. 3) Do not stretch or distort the monogram or wordmark. Do not use a heavy line with the wordmark. It should not be thicker than the letters in Community College. 4) Do not use colors other than the official colors of the college as provided in this document. When blue ink is not an option, use black on light backgrounds and use white on dark backgrounds. HCC 5) Do not use fonts other than the official fonts of the college as provided in this document. Do not leave off the line in the wordmark. 18 HCC Visual Identity Brand Manual

19 Branding Applications Applying our brand system creatively and consistently helps us to build our brand. Consistent application of our identity sends out positive messages to our audiences about the HCC brand. A strong presence and awareness of our brand will develop from thoughtful use of our basic elements. The following pages set out examples of how the HCC brand system is applied across different applications. Use this section as a point of reference to help maintain consistency when using the HCC brand on similar items to those illustrated. If you are uncertain about the appropriate approach for applications not shown in this section, please contact the Marketing and Public Relations Department (see last page). HCC Visual Identity Brand Manual 19

20 Branding Applications The seal is primarily used on official college stationery for external use. Please use the memorandum file with the monogram for internal memos. Stationery Stationery items can sometimes be the first introduction - and first impression - of the HCC brand. General Letterhead President s Letterhead Letterheads and business cards may also appear alongside other communications, playing an important role in demonstrating the quality and consistency of all our communications. 39 Columbia Drive Tampa, FL Fax Office of the President Dr. Ken Atwater Our stationery should always be presented in a consistent manner, and our written communications should reflect the same level of quality and consistency at all times. All printed stationery must be ordered through the HCC Warehouse. Electronic versions are available for desktop use from our website at hccfl.edu/marketing. Please contact the Marketing and Public Relations Department (see last page) with any questions. 20 HCC Visual Identity Brand Manual

21 Branding Applications Internal memorandum correspondence should use the HCC memorandum heading or no heading at all. Memorandum Internal memorandum correspondence should use the HCC memorandum heading or no heading at all. The HCC memorandum template is available from our website at hccfl.edu/marketing. Internal memos from the President s office may use the seal: As a suggestion, the user should include this information at the top: TO: FROM: DATE: SUBJECT: This file is to be used internally only and may be either printed or ed. Remember to align the left margin with the graphic. HCC Visual Identity Brand Manual 21

22 Branding Applications Business Card, front sample Business Card, options for back side Ashley Carl Executive Director of Marketing and Public Relations Dr. Gwendolyn W. Stephenson District Administration Center 39 Columbia Drive Tampa, FL hccfl.edu Fax Employee Name Tags Follow the style of the sample below for official employee name tags. Use the seal with monogram for the artwork. Hawk Card The Hawk Card is the official student and employee photo ID card at HCC. Your Name Here Your Department Here Your Location Here 22 HCC Visual Identity Brand Manual

23 Branding Applications signatures are provided for HCC employees to use in their everyday internal and external correspondence. Signature signature samples are provided for HCC employees to use in their everyday internal and external correspondence. Correct uses Your Name Here Title Hillsborough Community College Department Mailing address Phone Your Name Here Title Phone Fax TDD Incorrect uses Your Name Here Title Department Mailing address It is preferred that the wordmark and HCC Live graphic not be used together in an signature. The HCC signature samples are available at hccfl.edu/marketing. Department Mailing address Phone Your Name Here Title Department Phone Your Name Here Department Phone Your Name Here Department Phone Hillsborough Community College Your Name Here Department Phone Hillsborough Community College Your Name Here Title Phone Fax TDD Your Name Here Department Phone Do not add a shadow to the seal. Hillsborough Community College Department Mailing address Do not use the seal with the wordmark - use one or the other. HCC Visual Identity Brand Manual 23

24 Branding Applications Applying our identity creatively and consistently helps us to build our brand. Seal Applications Any items such as uniforms or signs for HCC students or employees that use the seal must be approved by the Marketing and Public Relations Department. Commencement Program Health Sciences Patch Public Safety Patch st Annual COMMENCEMENT 24 HCC Visual Identity Brand Manual

25 Other branding materials are developed for specific uses exclusively by the HCC Marketing & Public Relations Department. Other Branding Materials HUMAN RESOURCES Collaboration Studio HCC Visual Identity Brand Manual 25

26 Other Branding Materials HCC Live is the call center of Hillsborough Community College. HCC Live has its own logo which consists of text with the hawk arranged to ensure a cohesive look with the primary branding style. Web Banner HCC Web Icon This icon may be used in signatures with a link to the HCC Live web page. Other graphics are developed by the Marketing Department for specific uses, such as the HCC Hawk s Nest store at the Ybor City Campus. HAWK s Nest CONVENIENCE STORE HAWK S NEST CONVENIENCE STORE Hawks Landing Hawks Landing has its own logo which is owned by Place Properties. In order to use this logo, you must request permission from the Marketing and Public Relations Department (see last page). 26 HCC Visual Identity Brand Manual

27 Web Pages Visitors to our website should quickly have a clear impression of HCC, who we are, and how to find out more about us. HCC web pages should be characterized by clean design, clear navigation, and quick performance. HCC s web presence is made up of public pages which can be viewed by all users as well as restricted pages which can only be viewed by current students, faculty, and/or staff. HCC Web Presence Public Site Restricted Content Novus CMS HCC SmarThinking online tutoring (off-site) HCC Bookstore (off-site) HCC Libraries (off-site) WebAdvisor Blackboard (off-site) Campus Cruiser (off-site) The college uses Novus CMS for the majority of its public pages. The HCC Marketing Department, in cooperation with the Office of Information Technology, approves all web page templates prior to their inclusion in Novus CMS. Web pages which cannot be created within Novus CMS are typically created using web-authoring software. Any such page must be approved by the HCC Marketing Department and the HCC web services manager prior to being published on the web. HCC s SmarThinking, bookstore, and library are hosted off site. HCC utilizes a variety of software packages for its restricted pages including WebAdvisor, Blackboard, and Campus Cruiser. Whether a page is public or restricted or created at HCC or hosted off site, HCC branding conventions must be followed. If a hosted environment has limited capabilities, all possible branding conventions must be followed. Following is a list of web page design guidelines: Primary use is for current and prospective students as well as other constituents. Ease of use (function is as important as form). Clean design with text that is easy to read. Clear, simple site navigation. Plain-speaking tone of voice. Quick site performance (limited use of animations and large graphics). Where sensible, provide content in alternative formats suitable for printing and downloading (e.g., PDF, Word, etc.). HCC branding standards are the responsibility of the HCC Marketing Department. Maintenance of the content of each page and adherence to the HCC branding standards is the responsibility of the respective department/ designer. HCC Visual Identity Brand Manual 27

28 Required Statements Statements Listed below are several official statements which may be required in publications. Please check with the Marketing Department for further information on the use of these statements. Disclaimer HCC reserves the right to make changes in the offerings listed in this document as circumstances require. Accreditation Hillsborough Community College is accredited by the Commission on Colleges of the Southern Association of Colleges and Schools to award associate degrees, diplomas, and certificates. Contact the Commission on Colleges at 1866 Southern Lane, Decatur, Georgia or call for questions about the accreditation of Hillsborough Community College. Equal Access/Equal Opportunity and Educational Equity, one line version HCC is an equal access/equal opportunity educational institution. Equal Access/Equal Opportunity and Educational Equity, full version Hillsborough Community College is an equal access/equal opportunity employer that makes employment and education-related decisions without regard to race, color, gender, religion, national origin, age, disability, sexual orientation, marital status or any other bias that is or may be prohibited by law. In addition, the college does not discriminate in employment practices or in the admission and treatment of students. HCC is committed to equitable treatment for all students and employees and to a learning and working environment free of discrimination and harassment for current as well as future students and employees. The college provides equal educational opportunities for qualified individuals with disabilities and complies with, as well as supports, the Americans with Disabilities Act. HCC s Equity Officer ensures compliance with federal and state laws prohibiting discrimination and sexual harassment. The Equity Office values and responds to equity-related complaints in a very confidential and timely manner. Employees and students who believe they have been a victim of discrimination or sexual harassment should contact: Dr. Joan B. Holmes Special Assistant to the President for Equity and Special Programs Dr. Gwendolyn W. Stephenson District Administration Center 39 Columbia Drive, Room 718 Tampa, Florida Telephone: jholmes16@hccfl.edu 28 HCC Visual Identity Brand Manual Further Information If you have further questions on the application of the HCC Visual Identity Brand Manual, please contact: Ashley Carl Executive Director of Marketing and Public Relations Hillsborough Community College acarl@hccfl.edu MPR