Presbyterian College. This is our promise. Style Guide for the Presbyterian College Brand

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1 This is our promise Style Guide for the Brand

2 Introduction PC has adopted a new branding strategy. The goal is to establish what makes us unique, and to strengthen our reputation among our constituents. PC is one of the top liberal arts colleges in the country, and we want to ensure the public maintains that perception of us locally, nationally, and globally. The objectives of our branding strategy are to enhance awareness and recognition of PC by: Identifying our distinct characteristics and contributions; Solidifying our positive relationship with the local community and r egion we serve and extending that relationship throughout the U.S. as well as internationally; and Presenting PC as a caring and nurturing environment for not only its students, but for the entire community. What is a Brand? A brand is the sum total of your experience with a product, service, or an organization. It is a relationship built between the entity and its audience. When you hear Apple, Mercedes, Target, McDonalds, or Harvard, what comes to your mind for each of those words? The resulting thoughts and feelings that arise are what the brands of those particular words mean to you. A brand, aside from an institution s tagline, school colors, logo, or mascot, is what those particular things represent to the people with whom we communicate. A brand is the position or lack of one that we own in our constituents minds. We can strengthen that position or even attempt to alter it, but it resides with others rather than with us. We hope to fortify our strengths and fulfill a need for our audience, while owning words, thoughts, and feelings that are true to PC s ideals. We also want to ensure that our concepts are unique to us and not shared by our competitors. Existing positions are difficult to alter. For example, plenty of other cars are as safe as a Volvo, but the Scandinavian engineer owns that concept. Unless Volvo began to severely underperform, competitors would need to greatly exceed Volvo s safety performance and marketing efforts to have a chance at strengthening their own position. As we review our past branding efforts, we continue to see that the core elements of strength are the same and that they reflect who we are and what we do best. 2 presbyterian college

3 Our Brand Statement A brand statement describes how we want our target audiences to think and feel about our college and what we stand for. It is meant to clarify what our institution does and what makes us unique. The following statement describes PC, and why we are different and desirable. is personally committed to the success of each of its students. We educate individuals, develop future global leaders, and instill a passion for service. We deliver this pledge with integrity, as exemplified in our record of excellence since Manifesto: Personally Committed to Your Success PC s brand personality reflects our uniqueness. The entire PC community is personally committed to our continued promise that we serve as a learning environment to help shape students for a life of integrity, service, and Christian character. We ask each person on campus to be committed to fulfilling our promise. Being committed requires a personal investment, giving something more than required. Our culture of commitment encompasses more than mere academic exercise employing theories and facts. We strive not only to nurture relationships internally, but also to extend our reach externally, offering service and support to the community. We teach our students new skills and instill them with greater character. This legacy is sustained by our dedicated faculty members who have always sought collaboration and interaction with our students. These individuals work tirelessly to impart knowledge to their students while striving to become leaders in their respective academic fields. PC is a community pursuing and sharing knowledge with conviction and passion, committed to developing stronger ideas, individuals, and solutions for a better world. By reinforcing PC s strong community and spirit of innovation, we commit to engaging minds and inspiring leaders. We strive to value and nurture this strong sense of community, a link to our historic roots and a source of strength for the future. Style Guide 3

4 Identity Guidelines The following identity guidelines replace all previous versions of the brand. The official seal and logos should be used without modification to the images or colors. All academic, administrative, and support units of the are required to use approved letterhead on all stationery. Envelopes, notepads, business cards, mailing labels, and other stationery items must also conform to these guidelines. Adherence to the Style Guide is required for all visual representations of the for signage, video productions, exhibit materials, vehicles, and the like, in addition to printed and electronic publications. Agencies external to the may not use any part of the s identity for any purpose without the appropriate permission of the Office of Communications. Approval Process for Using the Brand Employees should adhere to the communications approval process to ensure that the materials we distribute are professionally presented and consistent with our brand. Such materials include, but are not limited to, media releases/news stories, letters, s, newsletters, post cards, brochures, flyers, posters, handbooks, catalogs, magazines, and web pages. 4 presbyterian college

5 Print Project request form Project Title: this project is A new project revision of existing project Date Submitted Date Due: Description: budget: $ Quantity: Mailed Office Use: JOB ID File OTProof 1: OTProof 2: Date OTPrint: Printer: Quantity: Cost: Approvals (sign and date) Project Contact department Phone What is the major goal/outcome you expect from this project? Client Ex. Director Awareness Phone calls/inquiries (goal: ) Donations (goal: ) Enrollments (goal: ) Attendance to event (goal: ) Web visits (goal: ) Other: How will you assess the success of this project? Who is the intended audience for this project? Current Students School of Pharmacy Students Prospective Students Prospective Graduate Students Alumni Faculty and Staff Parents Accepted Students Board(s) members Donors Other What type of project is it? Flyer Brochure/Book Poster Advertisement Postcard/Direct Mail Program Cover Promo item Banner Web support Not sure, please advise Variable Data Project Other the finished piece 8.5 x 11(letter) 8.5 x 14(legal) 11 x 17(Tabloid) Custom To fit in a #10 envelop e Self Mailer (no envelope) Other Black and white copies Color copies Professionally printed How many colors do you want? Not sure Do you have a specific paper? Is this project a part of a group or package that will be mailed or handed out together? Return envelope Support pieces Attached return card Mailing Do we need to produce an envelope? yes no Department/Office will provide envelope Who and when will the mail file be generated? To be provided on: Don t forget to budget for postage: Budget $ Style Guide 5

6 Fonts Headings, body copy, and text use the serif font family, Adobe Caslon. The quick brown fox jumps over the lazy dog. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id aliquet arcu. Nunc posuere, quam ac suscipit blandit, leo sapien faucibus massa, et egestas ante lorem nec tellus. Cras elementum pharetra urna, eu suscipit nibh dictum vel. Etiam feugiat elit sit amet nisl feugiat eleifend. Fusce mauris nisi, eleifend in iaculis porttitor, blandit et ipsum. Etiam vehicula arcu massa, lobortis feugiat lacus dignissim at. Etiam vulputate ornare lacinia. Sed vel laoreet risus. Etiam et mauris ultrices, feugiat mauris ut, ultricies libero. Mauris mollis porttitor orci, sed luctus massa hendrerit sit amet. Mauris pellentesque odio magna, id posuere leo ullamcorper non. Sed sit amet venenatis dolor. Pellentesque at posuere orci. Mauris in nunc eu elit varius ultrices nec et mi. Proin quis tristique dolor. Quisque id velit augue. Morbi bibendum enim non metus blandit, in rutrum sapien volutpat. Donec pretium augue ut aliquet semper. Nunc in magna vel augue commodo aliquet at in est. Subheadings, captions, lists, and charts use the sans-serif font family, Universe. Heading The quick brown fox jumps over the lazy dog. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id aliquet arcu. Nunc posuere, quam ac suscipit blandit The logo font, which uses only capital letters, is the serif font, Trajan. The tagline font is hand crafted. 6 presbyterian college

7 Formatting When using a department name with the logo or college name, use the following formatting. Department of Career Services Trajan font, 100% Universe font, 90% of Trajan font size Wellness Center Style Guide 7

8 Primary Colors PMS 201 PMS 286 PMS 421 PMS 286 White Not negative PMS 421 PMS presbyterian college

9 Accent Colors (used sparingly) PMS 284 PMS 2965 PMS 368 Tartan Versions Style Guide 9

10 Seal (Used on formal and official institutional documents and high-end merchandise) Secondary Options 10 presbyterian college

11 Primary Logo (used in most communications) 503 S. Broad St., Clinton, SC Style Guide 11

12 100% BLK White Not negative 40% BLK 100% BLK Square dimension 503 S. Broad St., Clinton, SC presbyterian college

13 Secondary Option (used in communications where the initials alone will be obscured by the background) PMS 286 White Not negative PMS 201 PMS 421 gradient PMS 421 solid Gradient 100% 50% Style Guide 13

14 100% Black White Not negative 100% Black 40% BLK gradient 40% BLK solid 14 presbyterian college

15 Primary PCSP Logo (used in most communications) School of Pharmacy Secondary Options School of Pharmacy School of Pharmacy Style Guide 15

16 Primary Athletic Logo (used in most communications) Secondary Athletic Logos (used to represent the Blue Hose mascot) 16 presbyterian college

17 Primary Color Combination for Athletic Blue Hose Logo (used in most communications) Secondary Color Options Gray shading represents the background (paper, fabric, etc.). The background can show in the positive area of the art. Style Guide 17

18 Athletic Text-Only Option (used in most communications) college Athletic Text-Only Option (used in more casual communications) college Athletic Text-Only Options (used in conjunction with a sport) Football Basketball 18 presbyterian college

19 Primary Color Combination for Athletic Text-Only (used in most communications) Secondary Color Options Style Guide 19

20 Athletic Uniforms Use the full color logo on uniforms and equipment. PC Blue (PMS 286) is the official and main color for home uniforms. Please remain as close to this color as materials will allow. Secondary colors include red (PMS 201), black, and silver (PMS 421). Fonts are to appear bold. Include the full college or mascot name ( or Blue Hose). Baseball and softball teams may continue to use the traditional sports script fonts. The Director of Athletics will approve all designs for uniforms. Athletic Logo Combinations for Merchandise Baseball Football 20 presbyterian college