Brand Guidelines for the 40th Anniversary of Keller Graduate School of Management
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1 Brand Guidelines for the 40th Anniversary of Keller Graduate School of Management
2 Keller s 40th Anniversary Brand Guidelines Contents Purpose 3 Using the 40th Anniversary logo 4 - the standard logo 5 - the horizontal logo 7 - the vertical logo 9 Color Palette 12
3 Keller s 40th Anniversary Brand Guidelines Purpose The Keller Graduate School of Management s 40th Anniversary. This document is intended to help provide guidance on when, where and how to communicate Keller Graduate School of Management s 40th anniversary. It cannot hope to answer all possible usage questions, but rather provide the guidelines that will help inform smart, brand-elevating decisions. If you find you have usage questions or issues not covered here, please direct your questions to Drew Ferguson, Director of Program Management, at aferguson@devry.edu / Activation of this celebration is surrounding our students achievements and success for the past 40 years. When leveraging the Keller 40th logo, emphasis of the communication should be on celebrating our students success, rather than Keller celebrating its 40th anniversary. 3
4 Using the Logo Standing out How we connect with our audience has a lot to do with how we present ourselves as a brand. But branding is more than just a name and a logo. It s a representation of who we are and why we re different. When we communicate about our program, the right words, images and design can reveal who we are which is just as important as what we do. Connecting as a brand Branding is about building a relationship with our audience. When we talk about what we do in a consistent, clear and accessible way, we lay a foundation of familiarity and trust. Whether addressing our students, their parents, our alumni or employers, creating a strong connection by addressing their unique needs is key. In order for our branding to contribute to our future success, everything bearing the Keller 40th Anniversary logo, should follow these guidelines. 4 By carefully managing our brand, we can cultivate our presence, create enduring relationships and stand apart from our competition. Using the Logo Below are guidelines for when and when NOT to use the 40th anniversary logo. If you have usage questions, please direct your questions to Drew Ferguson, Director of Program Management, at aferguson@devry.edu / When NOT to use the Keller 40th Anniversary logo: signatures Promotional items Brochures/Collateral Presentation, Poster, Flyer, or Templates Any communications not specifically focused on the celebration of our 40th anniversary When to use the Keller 40th Anniversary logo: In communications specific to the celebration In specific communications approved by DeVry Marketing Department (Drew Ferguson)
5 The 'standard' logo The 40th anniversary logo The Keller logo, identifies our brand to the world. The temporary addition of the supplemental 40th logo will help display our proud heritage. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the 40th anniversary logo will promote a unified expression of our brand and its 40th Anniversary celebration, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a black, white and halftone version of the logo exist for use in one-color applications. 5 CMYK (This is the preferred usage of the logo) CMYK/white Note: Do not use the reversed logos in a box. These examples use a box to make the white type legible. black reversed/white halftone
6 Using the 'standard' logo The standard 40th anniversary logo The standard logo should never be reduced to smaller than 2.25" wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The multicolored shield should not be used separately from the logo text. The metallic 40th anniversary logo should never be used as a stand alone graphic. Logo safety area 6 Size limitation 2.25" minimum Note: the 40th anniversary logo should never appear in any signatures
7 The 'horizontal' logo The horizontal 40th anniversary logo The Keller logo, identifies our brand to the world. The temporary addition of the supplemental 40th logo will help display our proud heritage. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the 40th anniversary logo will promote a unified expression of our brand and its 40th Anniversary celebration, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a black, white and halftone version of the logo exist for use in one-color applications. 7 CMYK (This is the preferred usage of the logo) black halftone CMYK/white reversed/white Note: Do not use the reversed logos in a box. These examples use a box to make the white type legible.
8 Using the 'horizontal' logo The horizontal 40th anniversary logo The horizontal logo should never be reduced to smaller than 0.5" tall. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The multicolored shield should not be used separately from the logo text. The metallic 40th anniversary logo should never be used as a stand alone graphic. Logo safety area 8 Size limitation 0.5" minimum Note: the 40th anniversary logo should never appear in any signatures
9 The 'vertical' logo The 40th anniversary logo The Keller logo, identifies our brand to the world. The temporary addition of the supplemental 40th logo will help display our proud heritage. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the 40th anniversary logo will promote a unified expression of our brand and its 40th Anniversary celebration, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a black, white and halftone version of the logo exist for use in one-color applications. 9 CMYK (This is the preferred usage of the logo) CMYK/white Note: Do not use the reversed logos in a box. These examples use a box to make the white type legible. black reversed/white halftone
10 The 'vertical' logo The vertical 40th anniversary logo The vertical logo should never be reduced to smaller than 1.5 wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The multicolored shield should not be used separately from the logo text. The metallic 40th anniversary logo should never be used as a stand alone graphic. Logo safety area 10 Size limitation 1.5" minimum Note: the 40th anniversary logo should never appear in any signatures
11 Using the Logo The 40th Anniversary Shield The 40th logo should never be used by itself, separate from the Keller logo. The 40th icon is a supplemental branding element reserved for use only with the appropriate Keller logo. 11 Wrong usage Note: the 40th anniversary logo should never appear in any signatures
12 Brand Color Palette The 40th anniversary color palette consists of four primary colors. Please adhere to these specifications and use preferred vendors and reproduction methods to ensure consistency. Respect white space and try to use it as another color element. It creates a clean environment off of which the primary colors can pop, and helps messaging resonate more strongly. The primary colors should be used on all marketing communications materials to strengthen the 40th anniversary brand. 12 The Keller Graduate School of Management primary color palette: PANTONE 647 CMYK 100, 56, 0, 23 RGB 0, 86, 149 BIN HEX # PANTONE 186 CMYK 0, 100, 81, 4 RGB 227, 24, 55 BIN HEX #E31837 PANTONE 1245 CMYK 0, 28, 100, 18 RGB 213, 159, 15 BIN HEX #D59F0F PANTONE 7540 CMYK* 0, 0, 0, 72 RGB 105, 106, 109 BIN HEX #696A6D *For large fields of color, use rich grey: 40, 30, 22, 60 White CMYK 0, 0, 0, 0 RGB 255, 255, 255 BIN HEX #FFFFFF Note: CMYK values are based from Adobe InDesign CMYK values.
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