The BRAND GUIDE. Pamplin College of Business Standards and Style Guide

Transcription

1 The BRAND GUIDE Pamplin College of Business Standards and Style Guide

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3 Table of Contents Why a Brand book...1 Brand Platform...2 The Brand...3 Sizing and Proportion...4 Brand Colors...5 What Not To Do...6 Colors...7 Typography...8 Brand Visual Style...9 Brand Application...10 Photography and Videography...13 Licensing and Trademark...14

4 Why do we have brand guidelines? When you say brand, most immediately think about logos or an identity system. But a brand of an organization is much more it s an entire structure, the images, primary messaging, and way of thinking for any organization. Pamplin College of Business has continued to update our identity brand standards to ensure a consistent look and style for consistent references in the marketplace. Consistency among all units of Virginia Tech and Pamplin ensures a solid brand and solidifies name recognition, a fundamental element of institutional positioning. We strive to uphold this brand, or image perception of the Pamplin College of Business, and continually inform and engage our audiences about the Pamplin brand in an increasingly diverse and competitive higher-education marketplace. It is important that Pamplin project an image of excellence and cohesiveness to all of our many audiences. The logo and official university names have registered trademark protection, and any use of the logo or official university names other than those prescribed in this manual is prohibited, regardless of funding sources. Alterations to the specifications outlined in this manual are prohibited without the consent of the Office of University Relations. The style guide section describes specific rules and usages to be followed by authors and editors of general communication products. Adhering to these standards will help ensure that communications from every department, and office speak with a clear and uniform voice that best represents the image and brand of Pamplin. Journal articles, research papers, proposals, technical reports, or other specialized documents may require style standards different from those presented here. The reasons for having a Brand guide - Establishing a distinct brand through Pamplin encourages the pillar of innovation when it comes to the future of Pamplin as well as the rest of Virginia Tech. - This will encourage the process of Virginia Tech being a leader within the business community and becoming a globally recognized brand - Being a distinct product of Virginia Tech, Pamplin s use of branding moves the college up in the hierarchy of education. - Branding within Pamplin creates an atmosphere of individuality amongst the college and encouraging others to constantly move forward. 1

5 Brand Platform The three pillars of Pamplin Innovation and Entrepreneurship Job growth in the United States depends heavily on innovative new businesses. Experiential learning and mentoring opportunities related to entrepreneurship can assist students in developing the skills and traits for succeeding in start-up environments. Pamplin s Apex Systems Center for Innovation and Entrepreneurship has a key role to play in advancing student education and faculty research in innovation and entrepreneurship, facilitating the commercialization of intellectual property developed at Virginia Tech, and promoting entrepreneurship in Virginia. Intelligence and Analytics The systematic analysis of vast collections of business data to inform and improve business decisions and performance has found applications throughout organizations, including in accounting, finance, marketing, supply chain management, human resources, and strategic planning. Pamplin s Center for Business Intelligence and Analytics supports faculty research in the college and elsewhere on campus, curricular initiatives for students, and outreach to the business community, with a focus on innovative applications of analytics. International Business Being prepared to work in a diverse workplace and to operate effectively in other countries is an essential part of business education. Pamplin has long been educating students for the global marketplace and supports opportunities abroad for faculty that will enhance their teaching and research. Through its study-abroad programs, the college is a leader at Virginia Tech in the percentage of graduates completing an international experience. 2

6 Logo The Pamplin College of Business consists of 3 parts: the shield symbol, the logotype and the Pamplin logotype in a horizontal configuration. The Virginia Tech logotype appears in a customized Raleigh typeface while the Pamplin College of Business appears in Arial regular. 3

7 1.5 mininum size Correct Proportions 2 preferred size Do not stretch the logo 1/10 1/ maximum size Do not squish the logo 1/10 1/10 Size The size requirements above allow for accurate reproduction of the intricate shield symbol detail. Exceptions to the maximum size include banners, displays, and posters, or external usage. Proportion Maintain the exact spatial relationship shown in the center column when scaling the logo electronically. Protected Area Keep a protected area, equivalent to one-tenth of the width of the logo, around all versions of the logo. The protected area includes the addition of any additional type, graphics, or images in such a way that the effect is to create a distinct combined logo. 4

8 Black C: 0 M: 0 Y: 0 K: 100 Gray C: 0 M: 0 Y: 0 K: 40 PMS 208 C: 40 M: 100 Y: 50 K: 15 5 Preferred Colors The preferred version of the Pamplin logo includes the Maroon shield in PMS 208 or the four-color process equivalent with solid black logotype. Reversed white, solid black, or solid maroon logos are acceptable for one-color process printing. Color Backgrounds When printing the logo on light backgrounds, use the primary logo. When reproducing on a darker background, use a reversed, white version of the logo. The logo may also be produced in copper, gold, or silver inks or foils. In special cases, the logotype may be printed in maroon and the shield in copper or silver, embossed foil. The logo may also be blind embossed.

9 What not to do The words Virginia Tech, Pamplin College of Business or Pamplin should never be manipulated to look like another logo. Do not outline, rotate or warp the logo in anyway. The only approved logo can be found on page 4. Logo Colors When using the Pamplin logo, do not change its color to anything other than the approved colors found on page 6. Protected area The Pamplin logo should never be this close to the edge of a page, image, or graphic. Keep the protected area, equivalent to one-tenth of the width of the logo, around all versions of the logo. 6

10 PMS 5493 C: 43 M: 0 Y: 14 K: 21 PMS 577 C: 24 M: 0 Y: 46 K: 10 PMS 118 C: 0 M: 18 Y: 100 K: 27 Official Pamplin Blue PMS 208 C: 40 M: 100 Y: 50 K: 15 PMS 158 C: 0 M: 65 Y: 90 K: 0 Gray C: 0 M: 0 Y: 0 K: 40 PMS 5405 C: 58 M: 17 Y: 0 K: 46 Official University Colors Secondary Print Colors Colors The official Pamplin color is PMS The use of this color should be used as often as possible and be the main accent color choice to accompany the official university colors when creating Pamplin material. Logo Colors Substitute the following built tint and hex codes to approximate the official PMS colors for printing in four-color, process inks and Web use. 7 The official Virginia Tech colors are PMS 208 (Chicago Maroon) and PMS 158 (burnt orange). The use of color creates a strong visual impact that reinforces the university brand identity.

11 Arial ABCDEFGHIJKLM- NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz IMPACT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Pro ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz News Gothic ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Adobe Jensen Pro ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz Typography These fonts are preferred as the most appropriate for general usage in Virginia Tech and Pamplin print communications. Sans-serif fonts In typography, a sans-serif typeface is one that does not have small lines called serifs at the ends of each character. Sans-serif fonts are primarily used for headlines, sub-heads, or special copy. Serif fonts A serif has little feet on the ends of letters. Serif fonts are usually used as the body copy font and occasionally headlines. 8

12 Brand Visual Style The visual standards for publications and all other media ensure that communications from Pamplin speak with a clear and uniform voice that best represents the image and brand of Pamplin. Use of the Pamplin logo Use of Pamplin Blue as a primary accent color in addition to the Virginia Tech Maroon and Orange Predominance of sans-serif fonts, both for headlines and body text Primary photography focusing on the environment of the subjects shown with hands-on interaction. A contemporary uncluttered design with liberal use of white space and a color palette that reflects a forward looking approach A flexible grid design that organizes information using type treatment and visible grid lines to underscore the dynamic innovative, results-driven nature of the university All Pamplin marketing materials and ads should use the official Pamplin logo For more information on Virginia Tech s Branding policies please visit Accounting and Information Systems Undergraduate Programs The Department of Accounting and Information Systems (ACIS) offers an undergraduate degree in business with a major in accounting and information systems. Options are offered in accounting, which prepares students for careers in the accumulating and reporting of financial information; information systems audit, which prepares students to give assurance on both the financial reports of businesses and the information systems that support businesses; and information systems, which prepares students for careers in the design and implementation of information systems. Through these programs, we are preparing students to be professionals who provide information for improved decisions in organizations. Virginia Tech s accounting and information systems programs attract many excellent students. ACIS majors are among the most highly recruited students on campus and are consistently in the top three majors with regard to the number of employment interviews received per student. Each year, about 175 students graduate from our undergraduate program. Accounting Option (ACCT) This program provides basic education for careers in public accounting (CPA) firms, large and small corporations, government agencies, or nonprofit organizations. The program prepares graduates to earn the CPA, CMA, and other professional accounting certifications. In Virginia, 150 hours of course work are required to sit for the CPA exam, and we encourage students to enroll in the 152-hour program. You should check the requirements for your state to sit for the CPA exam. Information Systems Audit Option (ISA) This program is designed to prepare students for careers as information systems auditors and information systems professionals in enterprise risk-assurance services, computer risk-management services, and other systems assurance services in business, government, or nonprofit organizations. It prepares graduates to earn the CISA, CPA (150 hour requirement), as well as other professional certifications. Students are encouraged to enroll in the 152-hour program. Information Systems Option (ISO) This information systems program is designed to prepare students for careers as systems analysts, programmer analysts, database administrators, systems developers, or other information systems professionals in business, government, or nonprofit organizations. This program is designed in general compliance with the recommendations of ISCC 99, a committee funded by the National Science Foundation to design curriculum for information systems professionals. Accounting and Information Systems Courses 1504 Introduction to Business Information Systems Principles of Accounting 2504 Personal Computers in Business Intermediate Financial Accounting 3314 Tax Impact on Decisions 3414 Auditing, Governance, and Professional Ethics 3504 Accounting Systems and Controls Information Systems Development 3544 Management of Information Systems and Technologies 3564 Management Information Systems 4024 Information Systems Audit and Control 4114 Advanced Financial Accounting 4124 Governmental and Nonprofit Accounting 4194 Analysis of Financial Statements 4214 Cost Planning and Control 4314 Principles of Taxation 4414 Financial Statement Auditing 4504 Accounting Application Development 4514 Database Management Systems 4524 Applied Software Development Project 4554 Networks and Telecommunications in Business 4564 Object-Oriented Systems Development for Business 4684 Information Systems Security and Assurance 9

13 Years E EG LL PO L & STATE UNIVER SIT UTE YP TIT AM INS IC PL IN HN CO EC YT Pamplin College of Business 1046 Pamplin Hall (MC0209), Virginia Tech 880 West Campus Drive Blacksburg, VA VIR GI NI A ESS SIN BU OF TP AM PL IN TPAMPLIN OM/V M.C RA AG ST IN POWERE DB YP RIS M TPAMPLIN M/V.CO OK BO CE FA FOLLOW US ON SOCIAL MEDIA INSTAGRAM.COM/VTPAMPLIN VIRGINIA POLYTECHNIC INSTITUTE & STATE UNIVERSITY PAMPLIN COLLEGE OF BUSINESS genetic information, veteran status, or any other basis protected by law. For inquiries regarding non-discrimination policies, contact the executive director for Equity and Access at or Virginia Tech, North End Center, Suite 2300 (0318), 300 Turner St. NW, Blacksburg, VA Undergraduate Student Handbook /1K//RD/BUS Brand Application Example Pamplin Material Undergrad Student Handbook 10

14 A Message From the Dean I am pleased to introduce nine new faculty members who joined Virginia Tech s Pamplin College of Business this fall. Virginia Tech s nationally ranked Pamplin College of Business offers undergraduate and graduate programs in accounting and information systems, business information technology, economics, fi nance, hospitality and tourism management, management, and marketing. Pamplin emphasizes technology and analysis that improve business, entrepreneurship that leads to innovation and innovative companies, international opportunities for learning and research, and an inclusive, collaborative community. It is named in honor of two alumni: the late Robert B. Pamplin, retired chairman of Georgia-Pacifi c, and businessman, author, and philanthropist Robert B. Pamplin Jr. and tenure-track faculty to further strengthen our teaching, research, and business outreach, particularly in the areas of business intelligence and analytics, innovation through entrepreneurship, and international programs. Pamplin currently has 117 teaching and research faculty members, of whom 96 are full-time, tenured, or tenure-track faculty. I hope you will get a chance to meet our new faculty members, learn more about their accomplishments and goals, and discover how their particular expertise might offer collaborative opportunities with faculty in your college, department, or unit. Virginia Tech does not discriminate against employees, students, or applicants on the basis of age, color, disability, gender, national origin, political affi liation, race, religion, sexual orientation, genetic information, veteran status, or any other basis protected by law. Anyone having questions concerning discrimination or accessibility should contact the Offi ce of Equity and Access New Faculty Robert T. Sumichrast Pamplin College of Business (MC 0209) [email protected] 0814/1K/ /RD/BUS Brand Application Example Pamplin Material New Faculty Pamphlet 11

15 Community welcoming individuals with a range of backgrounds, characteristics, and interests. We will encourage participation in Pamplin by individuals from underrepresented groups and cultivate an appreciation of diversity (race, color, religions, sex, national origin, disability, age, and ancestry) among faculty, students, and staff. Pamplin will develop structures and activities that promote greater engagement, collaboration, and belonging throughout its community. departments and programs designed to promote faculty success. We will reconsider how to engage with alumni and ensure that there are pathways for recent alumni to contribute and to gain from the interaction. Virginia Tech does not discriminate against employees, students, or applicants on the basis of age, color, disability, gender, gender identity, gender expression, national origin, political affiliation, race, religion, sexual orientation, genetic information, veteran status, or any other basis protected by law. For inquiries regarding non-discrimination policies, contact the executive director for Equity and Access at or Virginia Tech, North End Center, Suite 2300 (0318), 300 Turner St. NW, Blacksburg, VA Strategic Plan 1014/1K/ /RD/BUS Brand Application Example Pamplin Material Pamplin Strategic Plan 12

16 13 Photography & Videography Photography and video are two essential ways to capture the essence of the Pamplin College Brand. Through the use of imagery, students, faculty and staff, and outsiders can access a resource that the mind associates with Pamplins brand, therefore, strengthening the culture between Pamplin and Virginia Tech. Photography Action shots conveying student life, Professor research, and student/ Professor interaction is preferred. When it is not possible to document live action, posed portraits of professors and students in environmental settings can communicate their work, interests, and personalities. Iconic locations for Pamplin are staples and should be taken in dynamic and dramatic lighting. Make sure that still building shots are second to live action shots. Photo Library For access to the Pamplin photo library please visit : access is free. To access the university s photo library go to library.unirel.vt.edu/pages/ home.php. Contact University Relations Photography for access. Working with University Relations photographers is an opportunity to elevate the impact of your storytelling with branded photography Videography Sweeping, dynamic action shots of students and professors are optimal for footage for Pamplin. Settings such as class rooms, meeting rooms and the Pamplin College of Business are the best backgrounds for this footage. Panned shots of Pamplin and its architecture are also encouraged to create dramatic story telling for Pamplin.

17 Licensing and Trademarks Process for use of Virginia Tech trademarks for Registered Student Organizations and university departments: This Process is for the use of all Virginia Tech trademarks including the Virginia Tech logos and all of its umbrella logos, the Hokie Bird, Hokie Tracks and any other Virginia Tech affiliated trademarks. Submit artwork for T-shirts or other merchandise to Licensing and Trademarks for approval along with the name of the licensed vendor before the order is placed. - Administrative and academic departments are not allowed to use the spirit marks (athletic VT, HokieBird, Hokie Tracks). - Vendors must have an active licensing agreement in place (listed at Receive letter of approval from Licensing and Trademarks, including whether royalties apply. - Royalties are usually waived for items produced exclusively for a university department when the design bears the name of the group and the products are being sold to the members at cost; and (2) items being sold as fundraisers are usually not subject to standard royalty rates. Submit the letter of approval to the licensed vendor and with the internal purchasing order. Content Style Virginia Tech Our official name is Virginia Polytechnic Institute and State University, but using the full name is cumbersome. Thus, Virginia Tech is preferable in all but formal uses. Virginia Tech is used in news releases, feature articles, academic journals, and publications and on the Web. Pamplin College of Business The formal name is Pamplin College of Business. These abbreviations are used casually the Pamplin College, Pamplin Departments Several departments have cumbersome official titles. Spell out the official name on first reference and revert to abbreviations afterward if desired. Nova, NoVa, NOVA Do not use under any circumstances as an abbreviation for Northern Virginia. (Note: Northern Virginia Community College is referred to as NOVA.) 14

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19 Virginia Tech does not discriminate against employees, students, or applicants on the basis of age, color, disability, gender, gender identity, gender expression, national origin, political affiliation, race, religion, sexual orientation, genetic information, veteran status, or any other basis protected by law. Discrimination or harassment on any of these bases is prohibited by Policy 1025, Anti-Discrimination and Harassment Prevention Policy. The university is subject to Titles VI and VII of the Civil Rights Act of 1964; Title IX of the Education Amendments of 1972; Sections 503 and 504 of the Rehabilitation Act of 1973; the Americans with Disabilities Act of 1990, as amended; the Age Discrimination in Employment Act; the Equal Pay Act; the Vietnam Era Veterans Readjustment Assistance Act of 1974; Federal Executive Order 11246; Genetic Information Nondiscrimination Act of 2008 (GINA); Virginia s State Executive Order Number Two; and all other applicable rules and regulations. Individuals with questions or concerns about Policy 1025, any of these regulations, or related issues, should contact Pamela White, executive director for Equity and Access, North End Center, Suite 2300 (0138), 300 Turner Street NW, Blacksburg, VA [email protected]. Phone:

20 Revised September 2015