DeVry University s Keller Graduate School of Management Brand Guidelines

Transcription

1 DeVry University s Keller Graduate School of Management Brand Guidelines

2 Keller Brand Guidelines Contents Branding Keller 1 Introduction 4 Logo 5 Background Art 7 Background Art with the Keller logo 15 Logo Sizing 15 Logo Placement 16 Color 17 Font 19 Typography Details 24 Copy Blocks 25 Photography 26 Graphic Elements 28 The Black Box 30 Layout - Putting it Together 31 Keller Voice Guidelines 37 Introduction 38 Defining the Keller Voice 39 Knowing our Audience 42 2 Copy Style Guidelines 44 Compliance Guidelines 57 3-Step Review 62

3 Branding Keller Graduate School of Managment

4 Branding Keller Introduction 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 university, 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 potential students or our own employees, creating a strong connection by addressing their unique needs is key. One university Together, Keller Graduate School of Management and DeVry University make up one greater university, and our brand identity should be aligned and consistent. By leveraging the strong recognition of DeVry University and the high consideration of Keller, we can strengthen our position in the marketplace. In order for our branding to contribute to our future success, everything bearing the Keller name or logo should follow these guidelines. By carefully managing our brand, we can cultivate our presence, create enduring relationships and stand apart from our competition. 4

5 Branding Keller Logo The Keller logo The Keller logo identifies our brand to the world. It is comprised of the DeVry University shield and the Keller typeface. They must be used together, never independently. For branding to be successful, it must be consistently implemented. Correct application of the Keller identity standards will promote a unified expression of our brand, and protect our trademarked assets our name, logo and brand line from misuse. The black logo is the preferred use for marketing communications materials. The four color logo is the preferred use for interior and exterior campus signage. 5 CMYK (This is the preferred usage of the logo) CMYK/white grayscale (This is the preferred one-color usage of the logo) black reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

6 Branding Keller Using the Logo The Keller logo The logo should never be reduced to smaller than 1.25" wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The shield should not be used separately from the logo text. Logo safety area 6 Size limitation minimum 1.25"

7 Branding Keller Background Art The shield The tone-on-tone shield is the main graphic element for our look. It should only be used in one of the two main brand colors below. The steps for creating the background art in the Keller brand colors are outlined on the following pages. 7 Sandstone: Used for collateral materials Blue: Used for advertising materials

8 Branding Keller Background Art: Sandstone Effects applied to sandstone shield 8 TO CREATE THE BACKGROUND ART All print files should be 300 dpi, PMS 4525 or CMYK. 1. Begin with the standstone background. Use PMS 4525 for the primary background color. CMYK formula for PMS 4525 is: 0, 7, 39, Add the shield. a. Import the vector file sandstone shield_pms 4525.ai (shown right, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above. c. Apply an Outer Glow with shown Structure settings. These settings may need to be slightly adjusted depending on the size of the artwork. Pixel based file using a PMS 4525 CMYK match. When used as a vector file dark sandstone shield_4525 cmyk match.ai dark sandstone: 0, 6, 33, 15 light sandstone: 0, 5, 27, 12 dark sandstone shield_pms 4525.ai dark sandstone: 85% PMS 4525 light sandstone: 70% PMS 4525 light light

9 Branding Keller Background Art: Blue Effects applied to blue shield 9 TO CREATE THE BACKGROUND ART IN BLUE All print files should be 300 dpi, PMS 647 or CMYK. 1. Begin with a blue background. Use PMS 647 for the primary background color. CMYK formula for PMS 647 is: 100, 56, 0, Add the blue DeVry University shield. a. Import the vector file dvu-blue master shield_647 cmyk match.ai (shown below, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above. c. Apply a Drop Shadow with shown Structure settings. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 1 : 5 for the drop shadow. Pixel based file using a PMS 647 CMYK match. When used as a vector file dark dvu-blue master shield_647 cmyk match.ai dark blue: 90, 50, 0, 20 light blue: 75, 42, 0, 17 dark dvu-blue master shield_pms 647.ai dark blue: 90% PMS 647 light blue: 75% PMS 647 light light

10 Branding Keller Background Art: Blue glow Placement of and brush settings for blue glow 10 TO CREATE THE BACKGROUND ART IN BLUE, continued 3. Add the blue glow behind the shield. The blue glow is created using a brush that is the width of the shield, 1800 px (in the example above) with a hardness of 0%. The brush opacity should be set to 80%, and the color of the glow is 50% cyan. The glow should be centered on the shield, touching the top (dashed line above shows placement). Move the layer containing the glow behind the shield layer in the Photoshop file.

11 Branding Keller Background Art: Blue/Square 11 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN BLUE, continued 4. (Square) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Add vertical and horizontal guides at the midpoint of the file. b. Measure the overall dimension of your background artwork. Add additional guides extending out to the sides, above and below the midpoint guides to outline an area 25% the size of your background artwork. (For instance, if your artwork is 8 x 8, your centered area will be 2 x 2.) 4a. c. Using the gradient tool on a new layer in Photoshop, drag from the upper left corner of your artwork to the upper left corner of the centered area (the first intersection of your guides). Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. d. Repeat the same process from the lower right corner of your artwork to the lower right corner of the centered area. e. Set the gradient layers to Multiply with a opacity of 75%. Place the gradient layers behind both the shield and the glow layers. 4b 4c

12 Branding Keller Background Art: Blue/Rectangle 12 Add accent shading in upper left TO CREATE and lower THE right BACKGROUND ART IN BLUE, continued 4. (Rectangle) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Add a horizontal guide at the midpoint of the file. b. Measure the overall height of your background artwork. Add additional guides extending above and below the midpoint guides to outline an area 25% the size of your background artwork. c. Using the gradient tool on a new layer in Photoshop, drag from the upper left corner of your artwork to the middle guide at a 45 degree angle. Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. d. Set the upper left gradient layer to Multiply at an opacity of 65%. Set the lower right gradient to Multiply at an opacity of 45%. 4a e. Place gradient layers behind both the shield and the glow layers. 4b 4c

13 Branding Keller Background Art: Blue/Rectangle TO CREATE THE BACKGROUND ART IN BLUE, continued 4. (Extreme Rectangle) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Using the gradient tool on a new layer in Photoshop, drag along a 45 degree angle from the upper left corner of your artwork to lower edge of the artwork. On a new layer, drag along a 45 degree angle from the lower right corner to the upper edge of the artwork for the opposing gradient. Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. b. Set the upper left gradient layer to Multiply at an opacity of 65%. Set the lower right gradient layer to Multiply at an opacity of 45%. c. Place gradient layers behind both the shield and the glow layers. 4a. 13 4b

14 Branding Keller Background Art: Blue Noise layer settings 14 TO CREATE THE BACKGROUND ART IN BLUE, continued 5. Add a Noise layer over all layers, except the blue shield. To help soften the gradients that are used on the background art, a layer of Noise is added. Create a new layer in Photoshop and color it with a flood of CMYK grey (50, 50, 50, 50). Set the Layers effect to Overlay with opacity and fill at 100%. Apply a Noise effect to that layer with a 2% Uniform, Monochromatic setting. Place Noise layer below both the shield and glow layers, but above the gradient layers. Note: There will not be a noticeable difference in the file, but the Noise layer will help prevent banding of the gradients during printing.

15 Branding Keller Using the logo on the shield TO CREATE THE BACKGROUND ART, continued Using the Keller logo with the background art The logo should be reduced to 60% of the widest dimension of the tone-on-tone shield. It should be centered both vertically and horizontally within the shield. When logo is locked up with shield, follow size ratio guidelines. X The logo should be black when on the sandstone tone-on-tone shield % of X X The logo should be reversed when on the blue tone-ontone shield. There is a drop shadow behind the Keller logo when it is on a blue background. 60% of X

16 Branding Keller Logo/Shield Placement Logo/Shield placement with the tone-on-tone shield. When the logo is used on top of the shield as the main graphic element of the piece, they should be centered on the page. This grouped element it should always be centered on the page, and should always be easily recognized. (example: brochure covers) Academic Catalog Volume VIII 16 Exclusive Opportunity for DeVry Graduates Invest in Your Future with an MBA DeVry University s Keller Graduate School of Management On campus. Online. Best of Both. EXAMPLE: Literature/Brochure Covers The Keller logo and shield are centered together horizontally on the page. Earning an MBA is a big step Earning an MBA is a big step One our professors take with you One our professors take with you black box = summary line of text black box = summary line of text Deciding to earn your MBA is a big step. And when you earn one at DeVry University s Keller Graduate School of Management, we make sure a professor is with you every step of the way. In fact, you ll find nationally respected graduate degree programs that meet tomorrow s business demands, taught by today s real-world business leaders. Deciding to earn your MBA is a big step. And when you earn one at DeVry University s Keller Graduate School of Management, we make sure a professor is with you every step of the way. In fact, you ll find nationally respected graduate degree programs that meet tomorrow s business demands, taught by today s real-world business leaders. And whether you earn your MBA at one of our 85 locations nationwide, online or both, you ll get the same attention, the same curriculum and the same quality. And whether you earn your MBA at one of our 85 locations nationwide, online or both, you ll get the same attention, the same curriculum and the same quality. To discover how to grow the business of you, visit keller.edu. To discover how to grow the business of you, visit keller.edu. DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education of Virginia DeVry Educational Development Corp. All rights reserved. DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education of Virginia DeVry Educational Development Corp. All rights reserved. EXAMPLE: Print Advertising The preferred placement of the shield is off-center, but a centered shield is also acceptable.

17 Branding Keller Brand Color Palette The Keller color palette consists of five main 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. Keller Blue is the primary color for all Keller (materials or campaign pieces), except in literature (long-format collateral) materials where the sandstone is used. Blue is the primary color for all print, out-of-home, OLA, direct mail, posters, flyers and digital pieces. The sandstone color should only be used as the primary color on literature (long-format collateral) materials. 17 PANTONE 647 PANTONE 4525 White Black 70% Black CMYK 100, 56, 0, 23 RGB 0, 86, 149 BIN HEX # CMYK 0, 7, 39, 17 RGB 218, 199, 147 BIN HEX #DAC793 CMYK 0, 0, 0, 0 RGB 255, 255, 255 BIN HEX #FFFFFF CMYK 60, 20, 20, 100 RGB 0,1,17 BIN HEX # CMYK 0, 0, 0, 70 RGB 109,110,113 BIN HEX #6D6E71 Note: CMYK values are based from Adobe InDesign CMYK values.

18 Branding Keller Secondary Color Palette The DeVry University accent color palette is designed to support the brand and college color palettes. These colors are intended to complement the brand, but should never overpower the brand and college colors. They should be used sparingly, such as in call-outs, background graphics, or charts, and a limited number of secondary colors should be used in any collateral material. PANTONE 690 PANTONE 315 PANTONE 5757 PANTONE 5487 PANTONE CMYK 0, 97, 0, 59 RGB 125, 8, 73 BIN HEX #7D0849 PANTONE 7623 CMYK 0, 97, 87, 53 CMYK 100, 0, 12, 43 RGB 0, 113, 143 BIN HEX #00718F PANTONE 654 CMYK 100, 67, 0, 38 CMYK 27, 0, 95, 55 RGB 104, 120, 25 BIN HEX # PANTONE 132 CMYK 0, 28, 100, 30 CMYK 35, 0, 16, 54 RGB 88, 123, 124 BIN HEX #587B7C PANTONE 422 CMYK 0, 0, 0, 33 CMYK 0, 58, 100, 10 RGB 223, 122, 28 BIN HEX #DF7A1C PANTONE 7589 CMYK 30, 67, 65, 74 Keller Graduate School DeVry of Management University brand guidelines RGB 138, 42, 43 RGB 0, 61, 121 RGB 164, 119, 0 RGB 182, 184, 186 RGB 92, 71, 56 BIN HEX #802F2D BIN HEX #003D79 BIN HEX #A47700 BIN HEX #B6B8BA BIN HEX #5C4738 Note: CMYK values are based from Adobe InDesign CMYK values.

19 Branding Keller Primary Font Meta LF Meta LF is one of the headline font to be used in marketing communications materials. All weights are acceptable. The sans-serif face is open, friendly and distinct. It has a progressive look with a grounded appeal. Be sure to use the LF version of Meta, as the non- LF version is distinclty different. Meta Book LF abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta Book LF Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 19

20 Branding Keller Primary Font Adobe Garamond Adobe Garamond is one of the primary fonts to be used in marketing communications materials. All weights are acceptable. It is a classic serif font that is easily read and familiar to most readers. Please note that Adobe Garamond is a lighter font than Meta. Therefore when used together it is necessary to increase the size of Adobe Garamond to match the visual weight/presence of Meta. Adobe Garamond Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The Adobe Garamond Italic ampersand should not be used. Times Italic to be used in lieu of Adobe Garamond Italic only for ampersands ONLY. & 20

21 Branding Keller Secondary Fonts Archer Archer is one of the secondary fonts for DeVry University. It should be used sparingly, as an accent. It is a strong, collegiate serif font that offers a distinct feel and fresh look to our communications materials. Archer Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Archer Book Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 21 Archer Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Archer Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Edwardian Script Edwardian Script is also one of the secondary fonts for DeVry University. It is reserved for the more formal or special events or applications. Edwardian Script abcdefghijklmnopqrstuvwxyz ABCDEF GHIJKLM N OPQRST UV WXYZ

22 Branding Keller Cross-Platform and Digital Web-Friendly Fonts Arial The font Arial should be used as the digital alternative for meta for all electronic media. The legibility of the font at smaller sizes and its universal use make it ideal for websites and . It is a web-friendly font. Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 22 Times The font Times should be used as the digital alternative for Adobe Garamond for electronic media. The legibility of the font at smaller sizes and its universal use make it ideal for websites and . It is a web-friendly font. Times Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Times Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

23 Branding Keller Typography Below are samples of a headline. This headline is a combination of 32 pt Meta Normal/Book all caps and 50 pt Adobe Garamond Italic. Typical uses would be print ads, flyers, posters, postcards. Study like your career depended upon it 23 This headline is a combination of 32 pt Meta Bold all caps and 50 pt Adobe Garamond Italic. Typical uses would be out-of-home pieces and prints ads to increase readability. Study like your career depended upon it Note: X-height of accent type should match the x-height of headline type.

24 Branding Keller Typography Below are samples of a headline and/or call-outs for internal pages of long-format collateral pieces. Either is acceptable. This headline is a combination of 25 pt Garamond Italic and 33 pt Meta Bold Roman. The credibility you expect. The flexibility you need. 24 This headline is a combination of 37 pt Garamond Italic and 23 pt Meta Bold Roman. The credibility you expect. The flexibility you need.

25 Branding DeVry University Typography Below is sample only of a headline and body copy. - the headline is 18pt. - the body copy is 9pt. on 11pt. leading. Career success is waiting for you Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Career success is waiting for you Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Note: Copy blocks should be flush left, ragged right. This will avoid uncomfortable word spacing caused by justified paragraphs. 25 Single words, thoughts, phrases, sentences, etc. should NOT have punctuation. Separate phrases, thoughts, multiple sentences can use punctuation if necessary. It is suggested that body copy be used at 8-10 point with leading that is % of the font size. Headlines should be set in a size that is large enough to make them stand out, while not overpowering the page of text. When using type in larger sizes, the leading may be reduced. Pay extra attention to the kerning on headlines. No hyphens/word breaks in copy, or headlines.

26 Branding Keller Photography Selecting the right image Photography is a powerful communication tool that enhances and supports the brand. It should be straightforward, modern, smart and most of all relevant. All of our communications are delivered in the Keller voice. Since we provide a wide range of documents and speak to an even wider range of people, the Keller voice must accommodate many tones and styles. But the resulting content is always: Sensible (common sense) Straightforward Confident Honest Human Professional Every aspect of our communications should reinforce these qualities. Photography is a great way to express the personality of Keller and make it come alive. The look and feel of the photography should feel like a series of caught moments and be editorial in nature. It should feel real and genuine and never forced or staged. As much as possible, make sure shots of people are in environments that can give context to the visual. The images should tell a story and capture the expression of emotion. Don t use photography that is boring and expected. Refrain from using stock images that create a feeling of a generic university. The students, teachers and professionals in the photography should be a good cross-section of middle America with a range of age, gender and race. Photography for digital and collateral should be shot in a similar style, but occasionally they will have specific needs. For example, images used for digital: Need wide panoramic frame to left and right. Bleed out to white or light preferable. Use lighter colored backgrounds (text will live there) that are not too cluttered. The subject s actions tell the story. For collateral, the visuals will need to be, for the most part, tighter in and focused. 26 Bleeds: For collateral cover pages, photography does bleed off of the page. For collateral interior pages, images either bleed off of the page, or can be contained. (See a sample of collateral pieces on pages ). For printed advertising pieces, there is no bleed, there is a white safety margin. (See a sample of advertising pieces on pages 34 thru 36). Color: All literature (long-format collateral-sandstone) uses four-color photography. All print advertising (print ads, out-of-home, direct mail, posters, flyers and digital pieces) uses either the blue shield graphic treatment or black and white photography.

27 Branding Keller Photography Samples of Keller photography 27

28 Branding Keller Photography Please Don t DeVry University serves real people. We re down-to-earth and approachable. Imagery that is gimmicky, clichéd or overly staged is inconsistent with the real-life of our brand. 28 DeVry University is friendly, not silly. We prefer that you use DeVry University authentic photography, but if you do need to use stock imagery, steer clear of imagery that looks like stock. Avoid using stock illustration. Avoid using people as metaphors for concepts like foresight, growth or teamwork. It dehumanizes them and is contrary to our goal of authentic imagery. Avoid computer-generated imagery depicting unrealistic situations. Avoid colorizing photos. It removes the subject from the natural look or authentic representation that DeVry University is trying to achieve.

29 Branding Keller Collateral Layout Graphic Elements Sidebar Specifications When separating or calling out specific copy points, use round corner (0.1) boxes to hold that information. If a photo is included, it should have square corners and crop at the side even with the box. Box color can be: 100% of PMS 4525 (CMYK= 0, 8, 39, 17), or a 25% screen of PMS 4525 (CMYK= 0, 2, 10, 4). Sidebar Treatment Sample: Adobe Garamond Italic, vertical type, sidebar can bleed off the page edge. Sidebar Treatment Sample with a contained four-color photo, Meta Bold as a subhead and Meta Book as the body copy 29 Professional Connections and Memberships Professional Connections and Memberships To keep current with industry practices and developments, and provide highly relevant education, the University s graduate-level faculty, staff and alumni are active in various professional organizations including: American Institute of Certified Public Accountants Federation of Schools of Accountancy Institute of Managerial Accounting Project Management Institute International Academy of Management American Management Association American Marketing Association American Society for Quality National Black MBA Association United States Association of Small Business and Entrepreneurship American College of Healthcare Executives American Health Information Management Association American Society of Training and Development Society for Human Resource Management American Society of Industrial Security Association of Information Technology Professionals Association for Business Communication American Association of Cost Engineering International IEEE In addition, faculty and staff actively participate in professional organizations to remain current on educational trends and to continue the University s leading role in the education arena. Among others, organizations include: American Assembly of Collegiate Schools of Business American Association of University Administrators American Council on Education American Library Association Council of Graduate Schools United States Distance Learning Association With Keller, you choose your degree option. We understand that everyone takes a different path to success. That s why we offer distinct paths with the option to tailor your coursework to meet your specific career interests and goals. Samples: Mixing Adobe Garamond Italic and Meta Normal/Book utilizing color palette (gray, blue, black and sandstone) Accounting and Finance AC505 Managerial Accounting Managerial Accounting focuses on developing, interpreting and applying accounting information for managerial decision-making. The course stresses using financial information within organizations for understanding and analyzing activities and operations. Students learn linkages between accounting information and management planning through cost analysis (including activity-based costing), operational and capital budgeting, and performance measurement. Prerequisite: AC501, FI504 or PA504 AC530 Accounting Ethics and Related Regulatory Issues This course examines core values such as ethical reasoning; integrity; objectivity and independence; and processes for ethical decision-making. Current state, national and international regulatory developments are addressed. Case studies and analyses focus on concepts of professional responsibility and values, legal requirements and codes of professional conduct related to the accounting profession. Prerequisite: AC505

30 Branding Keller The Black Box Black Box usage While the Black Box is preferred on all pieces (except out-of-home) it is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. It is never used for dates, phone numbers, URLs, addresses, etc... Black Box color The Black Box should be built as super black, CMYK (60, 20, 20, 100) Black Box font/typography The Black Box always uses Adobe Garamond Italic, in white. Type should be centered in the box, utilizing initial caps. There is no use of punctuation within the Black Box, other than commas. 30

31 Professional profile for expanding, strategic field 1 Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Edition, Human Resources, Training, and Labor Relations Managers and Specialist, on the Internet at (visited May 27, 2011). DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education of Virginia DeVry Educational Development Corp. All rights reserved. Branding Keller Layout Putting it together To deliver on our brand promise, we are committed to sharing information in an accessible manner. In all of our communications, the most relevant information appears most prominently. Secondary information is organized into distinct, separate sections. The basics When creating Keller communications, always consider the integration of our basic tools logo, grid, rule lines, typography, imagery and color. Always observe the clear space and minimum size requirements when placing the logo. And consider the size and placement of additional details, such as testimonials and captions, when necessary. All play an important role in our proprietary look and help establish our brand character. 31 New opportunities for a new workplace Human Resource Management In today s rapidly changing business world, roles for human resource professionals have expanded significantly. Now, a well-qualified HR manager or director is expected to function as a significant partner in, and contributor to, a company s overall business strategy and direction. By creating organizational programs and activities that support these strategies, HR professionals can positively impact organizational success. Overall employment is projected to grow by 22 percent between 2008 and 2018, much faster than the average for all occupations. Such growth represents new opportunities, new responsibilities and a new imperative for HR professionals to keep their skills up to date 1. Professional responsibilities that make a difference HR professionals clearly make a difference in the workplace: HR directors develop strategic plans and have overall responsibility for employee issues. Employment managers analyze staffing needs and oversee employee hiring. Benefits managers develop competitive employee compensation and benefit plans. Employee and labor relations managers interpret union contracts, negotiate collective bargaining agreements and handle employee grievances. Grow the business of you at Keller No matter what type of HR management career you want to pursue, DeVry University s Keller Graduate School of Management has an educational path to help position you for success. With a solid commitment to providing practical, career-focused education that can be tailored to your career goals and interests, Keller works with leaders in the HR field to shape our curriculum. In fact, in developing and updating our HR offerings, our Master s degree program in Human Resource Management is aligned with current HR Curriculum Guidebook and Templates of the Society for Human Resource Management (SHRM, www. shrm.org), the world s largest association devoted to HR management. SHRM guidelines identify 13 minimum core HR topics required in every HR degree program, plus 11 HR elective areas. Bottom line, at Keller you can learn skills essential to maximizing your career potential from business professionals who know what it takes to succeed. You ve already made one good decision by choosing to pursue an advanced education. Now make another by choosing Keller, and join the more than 35,000 graduates since 1975 who have put their education to work. Read on to learn more about Keller s HR management degree program, graduate certificate, and courses and how they can help grow the business of you. Choose from three outstanding options Keller offers three distinct educational paths in the field of HR management. No matter what your career goals, there s an option for you. MHRM Consider a Master of Human Resource Management degree to position yourself for success in this dynamic field. MBA Pursue a Master of Business Administration degree with a concentration in HR to prepare for a wide variety of career opportunities. HR Management Graduate Certificate Earn this while on your way to a master s degree or as a stand-alone credential. Grow the Business of You Invest in Your Future with an MBA DeVry University s Keller Graduate School of Management On campus. Online. Best of Both. TEMP meta bold all caps lower case garamond italic black box = summary line of text The reason for an MBA is to get ahead. And DeVry University s Keller Graduate School of Management offers 15 different MBA concentrations to help you accomplish that. MBA concentrations that are designed to match both the realities of today s business world and your career ambitions. And the choices don t stop there. You can earn your MBA at one of our 85 locations nationwide, online or both, all with the same attention, the same curriculum and the same quality. To discover how to grow the business of you, visit keller.edu.

32 Branding Keller Standard Collateral Layout Examples 30% 70% Program Guide Cover Shield graphic box/shield location 30% of page height/shield should be centered in this upper portion of the page Logo Black, centered on tone-on-tone shield Logo is set to 75% of shield width (see pg 13). Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (60, 20, 20, 100) Black box type Adobe Garamond Italic, white, 22/26 pt and +25 tracking. Type should be centered in the box, lower case and use initial caps for proper names. 32 Sample of the Keller Program Guide

33 operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. Program availability varies by location. The GAC and PMI logos are registered marks of the Project Management Institute, Inc. For the full list of PMI s legal marks, contact the PMI legal department. Any other trademarks used herein are owned by DeVry Educational Development Corp. or their respective owners and may not be used without permission from such owners DeVry Educational Development Corp. All rights reserved /11 75M In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. Program availability varies by location. The GAC and PMI logos are registered marks of the Project Management Institute, Inc. For the full list of PMI s legal marks, contact the PMI Legal department. Any other trademarks used herein are owned by DeVry Educational Development Corp. or their respective owners and may not be used without permission from such owners /12 5M Branding Keller Standard Collateral Layout Examples Brochure Shield graphic box/ Shield location 50% of page height/shield should be centered in this upper portion of the page Logo Black, centered on tone-on-tone shield Logo is set to 75% of shield width (see pg 13). 50% Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (60, 20, 20, 100) 33 Grow the Business of You 50% Black box type Adobe Garamond Italic, white, 21/21 pt and +25 tracking. Type should be centered in the box, lower case and use initial caps for proper names. Photo area 50% of page height Full bleed Back covers The back covers for Keller will have a portion of the cover painted in Keller black. This break should align itself with the edges of the imagery on the front cover. Logos Keller logos on both front and back covers should be horizontally aligned, utilizing the tone-on-tone shield on the front cover, but not on the back cover. Photography All literature (long-format collateral/brochures) should use four color photos. DeVry University s Keller Graduate School of Management On campus. Online. Best of both. Visit keller.edu or call Visit keller.edu or call Grow the Business of You Invest in Your Future with an MBA For comprehensive consumer information, visit keller.edu/mba DeVry University s Keller Graduate School of Management On campus. Online. Best of Both. For comprehensive consumer information, visit keller.edu/studentconsumerinfo In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for Sample of the Keller capabilities brochure (front and back covers) Sample of the Keller MBA brochure (front and back covers)

34 Branding Keller Standard Ad Layout Examples meta book all caps lower case garamond italic black box = summary line of text Deciding to earn your MBA is a big step. And when you earn one at DeVry University s Keller Graduate School of Management, we make sure a professor is with you every step of the way. In fact, you ll find nationally respected graduate degree programs that meet tomorrow s business demands, taught by today s real-world business leaders. And whether you earn your MBA at one of our 85 locations nationwide, online or both, you ll get the same attention, the same curriculum and the same quality. To discover how to grow the business of you, visit keller.edu. DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education of Virginia DeVry Educational Development Corp. All rights reserved. Exception on the headline typography: If Keller Graduate School of Management appears in the headline, use small caps with initial caps. Small cap height should be set at 85% of cap height. Note: All advertising uses either the blue shield graphic treatment or a black and white photo. 55% to 75% Print Ad White space.375" margin from top and side edges Shield location Shield should be centered in the upper portion of the page Background art Use same formula (pg 8) for shield, place on Keller blue (Pantone 647), make shield opacity 45% box is 55% to 75% of overall height Headline type Meta Normal/Book, all caps, white, 36/48 pt Type should be centered Accent type Adobe Garamond Italic, white, 101/101 pt Type should be centered, and lower case * Leading may have to be adjusted for ASCENDERS and descenders. X-height of accent type must match THE x-height of headline type. Type drop shadow Drop shadow is 40% black, set to Multiply (Offset X:.05, Offset Y:.05, Distance:.0694 ) Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (60, 20, 20, 100) Black box type Adobe Garamond Italic, white, 21/21 pt and +25 tracking Type should be centered in the box, lower case and use initial caps. Logo 4-color, lower right with clear space Body copy Meta Normal/Book, black, 9/14 pt Campus location Meta Bold, black, 11/14 pt Campus address Meta Bold, black, 11/14 pt Optional call to action Meta Bold, DeVry blue, 14/16 pt Ideally the bottom of the call to action line should align with the bottom of the Keller logo. Disclaimer copy Meta Normal/Book, 60% black, 6.5/7 pt 34

35 Branding Keller Standard Ad Layout Examples TEMP meta bold all caps lower case garamond italic black box = summary line of text The reason for an MBA is to get ahead. And DeVry University s Keller Graduate School of Management offers 15 different MBA concentrations to help you accomplish that. MBA concentrations that are designed to match both the realities of today s business world and your career ambitions. And the choices don t stop there. You can earn your MBA at one of our 85 locations nationwide, online or both, all with the same attention, the same curriculum and the same quality. To discover how to grow the business of you, visit keller.edu. DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. Program availability varies by location. In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education of Virginia DeVry Educational Development Corp. All rights reserved. Exception on the headline typography: If Keller Graduate School of Management appears in the headline, use small caps with initial caps. Small cap height should be set at 85% of cap height. Note: All advertising uses either the blue shield graphic treatment or a black and white photo. 55% to 75% Print Ad White space.375" margin from top and side edges Shield location Shield should be centered in the upper portion of the page Photo area 55% to 75% of overall height 4C B/W photography Headline type (with picture) Meta Bold, all caps, white, 35 pt Type should be centered Accent type Adobe Garamond Italic, white, 101/101 pt Type should be centered, and lower case * Leading may have to be adjusted for ASCENDERS and descenders. X-height of accent type must match THE x-height of headline type. Type drop shadow Drop shadow is 40% black, set to Multiply (Offset X:.05, Offset Y:.05, Distance:.0694 ) Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (60, 20, 20, 100) Black box type Adobe Garamond Italic, white, 21/21 pt and +25 tracking Type should be centered in the box, lower case, use initial caps for proper names. Logo 4-color, lower right with clear space Body copy Meta Normal/Book, black, 9/14 pt Campus location Meta Bold, black, 10/14 pt Campus address Meta Normal/Book, black, 10/14 pt Optional call to action Meta Bold, DeVry blue, 14/16 pt Ideally the bottom of the call to action line should align with the bottom of the Keller logo. Disclaimer copy Meta Normal/Book, 60% black, 6.5/7 pt 35

36 2010 DeVry Educational Development Corp. All rights reserved. Branding Keller Standard Out-of-Home Layout Examples On of the most common sizes for Keller billboards is 48' x 14', with the mechanical files built at 1/2 scale. The following specs can serve as general guidelines for any billboard design. For ease of reading and simplicity, billboards should be kept to one key message with the URL and logo as the only other elements. career success starts here Enroll Today 75% 36 Background art Use same formula (pg 8) for shield, place on Keller blue (pantone 647). The blue area is 75% of the overall height of the billboard. Shield location When main graphic encompasses a headline, logo and a shield, the headline is offset from the logo and shield. Typically used for out-of-home and literature (long format collateral/brochures). Headline type Meta Bold, all caps, white* Type should be centered Naperville Center Keller.edu/Chicagoland Accent type Adobe Garamond Italic, white, 101/101 pt Type should be centered, and lower case * Leading may have to be adjusted for ASCENDERS and descenders. X-height of accent type must match THE x-height of headline type. Type drop shadow Drop shadow is 40% black, set to Multiply (Offset X:.05, Offset Y:.05, Distance:.069 ) Do not use the black call-out box on billboards Logo Centered over shield, reverse with clear space 4 color seal Logo is set to 125% of shield width (see pg 13). Call to action Meta Bold, 80% black Disclaimer copy Meta Normal/Book, 60% black, 12/14 pt Type should be in the lower left hand corner and left justified Exception on the headline typography: If Keller Graduate School of Management appears in the headline, use small caps with initial caps. Small cap height should be set at 85% of cap height.

37 Keller Graduate School of Management Voice

38 Keller Voice Introduction How we speak adds impact to what we say Every successful brand is sustained by the consistent look of its visuals and the consistent tone of its messages. This section is a guide to understanding and applying the Keller voice the unique tone of our communications. For Keller, a unified voice is particularly important because written communications are a core part of our brand. From brochures to post cards to web pages, our words help people grasp the full benefit of our advanced educational programs and services. By using a consistent voice for these different communications, we build and maintain the confidence of our many different audiences. Objectives The objectives of our communications are simple: Familiarize prospects with Keller Graduate School of Management and the programs we offer Establish Keller Graduate School of Management as a legitimate graduate school 38

39 Keller Voice Defining the Keller Voice The Keller voice The Keller voice is the tone, manner and personality of our words. It serves to help us produce powerful, engaging communications that differentiate our brand. The intent is not to reflect the voice of our president or any specific individual at Keller, but to represent the collective voice and values of our entire graduate school. The goal is to help Keller: Use a common voice Strengthen our brand Deepen our relationships with prospective students, employers and key influencers Reinforce our visual expression Show our determination to provide information and access Express our dedication to those interested in post-graduate education and personal development 39 Five attributes of the Keller voice All of our communications are delivered in the Keller voice. Since we provide a wide range of documents and speak to an even wider range of people, the Keller voice must accommodate many tones and styles. But the resulting content is always: Sensible (common sense) Straightforward Confident Honest Human Common sense Speak plainly Use language that is easy to understand and free of jargon. The clearer the language we use, the greater the benefit for our audience. Straightforward Be upfront and direct about the purpose of each piece of communication Because our audience consists of working adults who are juggling responsibilities and are likely short on time, our message must be purpose-driven, free from marketing fluff, and professional in tone. Rather than put a sales spin on what we write, we let the facts sell themselves. Confident Express self-assurance and experience Since 1973, Keller Graduate School of Management has been a recognized institution of higher learning, with a reputation for helping students earn advanced degrees and maximize their potential for career growth. We will always speak with confidence, never disparaging our competitors. Honest Be authentic and genuine Highlight results and real success through personal testimonials from our students, faculty and employers. Let their stories inspire future applicants. Human Demonstrate empathy Our business is people. We must therefore talk to people like people. Facts must be presented in a professional manner. We should always show how well we understand where our audience is coming from and what matters to them.

40 Keller Voice Defining the Keller Voice Writing style This section is not intended to tell you how to write; rather, it s intended to help you build and strengthen the Keller brand. It provides general outlines for tone and manner, with flexibility built in to accommodate the wide variety of communications produced by Keller. Undoubtedly, you ll be asked to apply the Keller voice in situations the designers and writers of these standards could not have predicted. In every writing assignment you face, this guide can help you make logical choices that are consistent with the Keller core values and that make our brand more powerful. Brand name First mention in every consumer-facing communication must be DeVry University s Keller Graduate School of Management. After that it can be referred to as Keller or Keller Graduate School of Management. 40 Theme line The phrase the business of you is the theme throughout all Keller communications. It evokes emotion and reflects the personal nature of pursuing an MBA. To be legally compliant, refrain from using the exact phrase the business of you as a stand-alone headline or subhead. The phrase may appear in body copy, however, but it may not be called out in anyway (bold, italic, underline, etc...) More commonly, it will be used as a call-to-action ( Learn how to grow the business of you ), or can be incorporated into a headline with supporting messaging ( Grow the business of you ; Discover how to grow the business of you ; Master the business of you ). If used as a headline, refrain from duplicating the phrase in the call-to-action on the same piece. Personality The Keller voice reflects the personality of the brand. Keller personifies a professional you respect, but who isn t overly stuffy or serious. This person takes your questions, concerns, fears and hopes to heart and offers you input and advice that speaks to his or her experience. They motivate and encourage when you need reassurance, and are straight with you when you need facts and answers. Narrative perspective All written messages from Keller will be familiar, yet professional in tone. And because of this, should take a first-person point of view. When referring to Keller s offerings and capabilities, for example, it is acceptable to use the familiar we. When addressing prospective students, it is acceptable to use the familiar you. Contractions Since all of our communications must express a human tone, it is acceptable to use contractions. They lend a conversational fluidity to the message that is interpreted as more personal, intimate and real.

41 Keller Voice Defining the Keller Voice Jargon/Slang While the tone of the messaging should be human, familiar and professional, it is still important to be mindful of jargon or slang. Remember, you are addressing various audiences with different degrees of familiarity with our brand, so use discretion. Messaging should always show that we know our audience without trying to use their voice to reach them. Punctuation All headlines, subheads, bullet points which are single thoughts, phrases, sentences, etc. should NOT have end punctuation. Multiple separate phrases, thoughts and sentences can use punctuation if necessary. All headlines/subheads, regardless of the piece, WILL have end punctuation when the headline/subhead takes the form of a question. Avoid the use of serial commas. Do not place a comma before and in a series of 3 or more. 41 When the black call-out box is used on a piece, the copy within will only have end punctuation if it takes the form of a question. When placing a phone number, use periods to separate the numbers, not dashes. Service mark, registered service mark, trademark and copyright symbols are used at the first mention of the product in the piece.

42 Keller Voice Knowing Our Audience A profile of the Keller audience By understanding who we are trying to reach, we can deliver more effective and targeted communications. The Keller audience consists primarily of working adults who are focused on taking the next step in their career. Generally, they are established in their careers with a solid amount of experience (5-10 years). Whether they are looking to advance in their current field, transition to a similar field, or a completely different field, they have one common trait. They know that an advanced degree is the next step toward their desired outcome getting ahead to the next level of their career. They share the entrepreneurial spirit and are results oriented. They are hard workers and understand the importance of education. The credibility of a Keller education is important to this audience knowing their education provides them with the additional credentials that helps them get ahead. The Keller audience skews slightly female (55%), and over 50% are multicultural. In addition to working in a full-time role, the Keller target audience is married and many have children. The average age of the Keller audience is 35, but most communications are targeted to those between the ages of It is important to recognize the competing time commitments faced by the target audience; balancing the needs of work, family and education is critical. To this audience, knowing that their graduate school recognizes their constant challenge of work/life balance by offering flexibility throughout their experience is very important. 42

43 Keller Voice Knowing Our Audience A range of expression Our communications express a broad range of emotions and sentiments. Depending on the objective, our voice can reflect many different moods. It can inspire, instruct or surprise. We are careful to stay within an appropriate range for our audience. To do this, we must consider the extent of their knowledge throughout their student journey. At the onset of their interactions with us, our audience will require messaging that is motivational in nature and promotes Keller. Messaging must offer a broad overview of Keller s capabilities, inspire the audience to pursue an advanced degree from Keller and activate them to seek more information. The second phase of communications will fulfill their request for information with detailed messaging about the specific topic(s) requested. Messaging must be informative and help the audience learn about and consider the topic at hand, while differentiating Keller from other graduate schools they may be considering. At the next phase, our audience will require information that helps them acclimate. These materials would be much more straightforward and functional applications, for instance. The messaging must be clear and concise, offering step-by-step, easy to follow instructions. Once our audience has completed the first three phases of interactions with us, they begin to evolve. At this phase, communications will be specific and functional in nature. 43

44 Keller Graduate School of Management Copy Style

45 Keller Copy Style Guidelines Name Convention & Consistency Be sure that the name of the entity in the body copy matches the logo being used in the materials and that you are using the appropriate name convention for the entity represented. LOGO NAme of entity DeVry University (Note: This naming convention is required for the first mention in the piece to distinguish between DeVry University vs. DeVry Inc. You may shorten subsequent mentions within the copy to DeVry.) 45 DeVry College of New York DeVry College of New York (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions within the copy to DeVry.) DeVry Institute of Technology (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions within the copy to DeVry.) DeVry University s Keller Graduate School of Management (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions to Keller.) Keller Graduate School of Management at DeVry College of New York (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions to Keller.) DeVry University and its Keller Graduate School of Management (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions to DeVry and Keller.) DeVry College of New York and its Keller Graduate School of Management (Note: This naming convention is required for the first mention in the piece. You may shorten subsequent mentions to DeVry and Keller.)

46 Keller Copy Style Guidelines Terminology General Terminology Academic Success Center acronyms admissions advisor vs. admissions representative and vs. & can vs. will careers classes College of Business & Management College of Liberal Arts & Sciences Faculty contractions course withdrawal courses vs. classes coursework developmental ourses or foundation courses DeVry University or DVU DeVry University online earn FREE freshman, sophomore, junior, senior Home Office internet jargon/slang/pop-culture terminology new students on campus Use Academic Success Center as opposed to Academic Support Center When using acronyms, first instance should include complete spelling of acronym. Example: PMI (Project Management Institute) Use admissions advisor for all DeVry University materials, except for materials being distributed in Florida, Minnesota, Nebraska and Oregon specifically. In materials specific to these states or in international materials, use admissions representative instead. Use and Spell out whenever possible in headlines, subheads and body copy Use the term can as opposed to will. The term will implies a guarantee. A student s ultimate degree of success depends on factors that are not under direct control of the institution, therefore we do not promise success. Use careers as opposed to jobs. Use classes only when communicating class start. Use the actual college name, as opposed to slang. College of Business & Management as opposed to School of Business. However, in New York, they ARE referred to as schools. General Education Faculty Should be used. The DeVry voice should express a human tone. Be consistent. If using contractions, use them throughout. Don t mix. Use course withdrawal when referring to withdrawal fro m 1 course after add/drop period, as opposed to intermission, Intermit, interruption Use courses when referring to courses within a degree program. Use coursework as opposed to classwork. Use developmental courses or foundation courses as opposed to outplaced. Our institution is DeVry University. We typically use the entire entity name to distinguish between ourselves and DeVry Inc. Our institution is DeVry University. We typically use the entire entity name with along with online for clarification, as opposed to simply Online. (one word), not . Use this term as opposed to complete, get or acquire. These terms are too promissory. Earn is the approved language. The word free is not used in our materials. Specifically, we CANNOT use the word free in the following states Alabama, Arkansas, Arizona and Florida. Use freshman, sophomore, junior, senior as oppose to 1st, 2nd, 3rd, or 4th year Use Home Office as opposed to Corporate. Use web or Internet as opposed to World Wide Web Avoid, be conversational, but mindful DVU is an academic institution Use new students as opposed to starts. Use on campus as opposed to on-site 46

47 Keller Copy Style Guidelines Terminology General Terminology (COnt d) online prepositional phrases professors (adjunct, assistant, associate) resumé recruitment scheduling semester grade point average (SGPA) sentences beginning with And, With, But, Or smartphone staffing university withdrawal web website one word, no cap, unless first word of sentence Avoid sentences ending in prepositional phrases We refer to our educators as professors as opposed to teachers or instructors Use resumé, as opposed to resume Use recruitment as opposed to sales. Use scheduling as opposed to booking. Use semester grade pointaverage (SGPA) as opposed to term grade point average Use sparingly, where appropriate one word, no cap, unless first word of sentence Use staffing as opposed to manpower Use university withdrawal when referring to withdrawal from all enrolled courses after add/drop period, as opposed to academic enrollment Use web or Internet as opposed to World Wide Web one word, no cap, unless first word of sentence DEGREE PROGRAMS Master s degree in Business Administration Master of Business Administration Master s degree program in Business Administration associate, bachelor s, master s MSED & and Keller offers master s degree programs and graduate certificates degrees vs. courses Colleges of This is the preferred reference. Where possible, use this reference as opposed to the actual degree nominclature. This reference is more common speak and all encompassing. Master of Business Administration Program is the actual degree nominclature, which is not preferred. This varies by state. In instances where you need to use this more formal reference, you may need to include disclaimers, depending on the degree program and state. This refers to our product offering. You must include degree program in first instance. It is optional to delete program in subsequent instances if the reference appears multiple times on the same page. Flexibility exists here and this would need to be evaluated on a case-by-case basis. Associate (no apostrophe s ), bachelor s (include apostrophe s ), master s (include apostrophe s ) We do not use degree program name acronyms when speaking to any external audience. Those are reserved for internal use only. The one exception would be MBA. In some cases it may be preferable to use the acronym MBA as opposed to Master s in Business Administration Use & in Colleges of and program names only Use and in specializations, tracks, concentrations, fields of study, etc. Keller does not offer masters degree and certificate programs In New York Queens (Rego Park) and Manhattan centers, do not use the term programs. Use course as opposed to programs. Appropriate for use in DeVry University materials. We DO NOT use colleges in New York or Calgary materials. In New York, we use schools instead. 47

48 Keller Copy Style Guidelines Terminology Accreditation institutional accreditation programmatic accreditation and recognitions Use when referring to HLC our institutional Accreditor. Regional accreditation is no longer being used. (See Compliance section for reference.) DEVRY: DeVry University is accredited by The Higher Learning Commission of the North Central Association, KELLER & CO-BRANDED: DeVry University is accredited by The Higher Learning Commission of the North Central Association, Keller Graduate School of Management is included in this accreditation. NEW YORK: DeVry University is accredited by The Higher Learning Commission of the North Central Association, In New York, DeVry University operates as DeVry College of New York Use when referring to accreditation related to specific programs. (TAC of ABET, CAHIIM, PMI, etc.) FINANCIAL AID Available for those who qualify References to availability should include for those who qualify. Location-Specific and national materials Name of entity Location name In NATIONAL and TENNESSEE In NATIONAL and VIRGINIA In NATIONAL and INDIANA In NATIONAL and MISSISSIPPI In OKLAHOMA only In NATIONAL distributed in New York, but branded DeVry University (as opposed to DeVry College of New York) In NATIONAL distributed in Calgary, but branded DeVry University (as opposed to DeVry Institute of Technology) Name of entity must always be included in the body copy. (See Name Convention & Consistency section for reference.) Example: DeVry University, DeVry Institute of Technology, DeVry College of New York, DeVry University s Keller Graduate School of Management, Keller Graduate School of Management at DeVry College of New York. Include city name at a minimum. Example: DeVry University s Addison campus Include the entire address and the Tennessee approval statement with a link to the THEC website in the disclaimer. (See Compliance section for reference.) Include the entire address and the Virginia approval statement in the disclaimer. (See Compliance section for reference.) Include the Indiana Advertising code in the disclaimer. (See Compliance section for reference.) Include the entire address and the Mississippi approval statement in the disclaimer. (See Compliance section for reference.) Include the name, entire address and phone number. Include New York disclaimer In New York, DeVry University Operates as DeVry College of New York (See Compliance section for reference.) Include Calgary disclaimer In Calgary, DeVry University Operates as DeVry Institute of Technology 48

49 Keller Copy Style Guidelines Terminology Location-Specific and national materials (COnt d) New York Queens (Rego Park) and Manhattan centers New York Midtown Manhattan campus DeVry s Queens (Rego Park) and Manhattan centers offer undergraduate and graduate courses. Advertisements for programs at these locations should not be made. When advertising for these locations, refer to courses, rather than programs. Programs are offered at the Midtown Manhattan campus, rather than courses. STATE- & ProvinCe- SPECIFIC materials NEW YORK NEW YORK ONLINE TENNESSEE VIRGINIA INDIANA MISSISSIPPI Florida, Minnesota, Nebraska and Oregon We DO NOT use colleges in New York. We use schools instead. Refer to Online degree courses as opposed to degree programs. Ads placed in Tennessee contain the street address of at least one of DeVry s Tennessee locations. Ads also include the TN approval statement: DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN (See Compliance section for reference.) Ads placed in Virginia contain the street address of at least one of DeVry s Virginia locations. Ads also include the VA approval statement: Certified to operate by the State Council of Higher Education for Virginia. For items with space limitations or radio with time restraints, the following abbreviated statement may be used: Certified to operate by SCHEV. (See Compliance section for reference.) Indiana advertising code is included on national materials and any ad that runs within Indiana. (See Compliance section for reference.) Ads placed in Mississippi contain the street address of at least one of DeVry s Mississippi locations. Ads also include the MS approval statement: Licensed by the Mississippi Commission on Proprietary School and College Registration, Certification No. C For items with space limitations or radio with time restraints, the following abbreviated statement may be used: Certified to operate by SCHEV. (See Compliance section for reference.) Use admissions representative as opposed to admissions advisor. 49

50 Keller Copy Style Guidelines Capitalization General Capitalization headlines subheads bullets black box URLs Cap only first word, proper nouns and program names of our product. Cap only first word, proper nouns and program names of our product. Example: Earn your bachelor s degree in the field of engineering technology. Refers to general field or area of study. No caps. Example: Earn your bachelor s degree from DeVry in Engineering Technology. Refers to our product. Cap program name. Capitalize first word of bullet. Use initial caps. Example: Careers that Fit You or Advance in Electronics This is somewhat flexible. If your black box copy is long and Caps isn t aesthetically pleasing, you can use cap on the first word only. When using DeVry URLs as the call to action, all lowercase is preferred. (Example: devry.edu, my.devry.edu). But in the case of a local URLs...edu/ TwinCities, the initial cap can help readability for these longer, approved localization URLs. (Example: devry.edu/twincities) Degree Program associate, bachelor s, master s Keller s master s degree program in Business Administration Keller s master s degree program in Business Administration with a concentration in Health Sciences Earn a master s degree in Business Administration. I earned a master s degree in business administration. Pursue a career in business administration. In copy No caps when referring to general degree level. Example: DeVry offers programs at the associate, bachelor s and master s degree levels. or Earn a master s degree in Business Administration. Exception is OOH Headlines. Capitalizing Bachelor s and Master s is okay in OOH headlines in order to draw attention to our products. When talking about our product, cap the program name. When talking about our product, cap the program and concentration name. We re referring to our own product. Use caps for program name. This is referring to the a general degree, not necessarily our product.(generic) No caps. When refering to an area or field of study, (and not our product) don t cap the area/field. 50 EXAMPLES: Any school can offer a master s degree in business administration with a concentration in health sciences, but Keller s master s degree program in Busness Administration with a concentration in Health Sciences rocks. I earned a master s degree in business administration with a concentration in health sciences. Earn a bachelor s degree in Business Administration with a concentration in Health Sciences from Keller. Earn a bachelor s degree and excel in business administration.

51 Keller Copy Style Guidelines Punctuation General Puncuation headlines subheads bullet points black box commas en dash hyphen - em dash hyphenation of compound adjectives No end punctuation, except when headline takes form of a question, quote or two complete sentences. No end punctuation, except when subhead takes form of a question, quote or two complete sentences. No end punctuation, except when subhead takes form of a question or two complete sentences. No end punctuation, except when subhead takes form of a question. The black box should never contain two sentences. No comma before the word and in a series, unless the final item in the series is compound. Examples: Learn skills in reading, writing and arithmetic. She had pizza, potato chips, and peanut butter and jelly for lunch. Avoid serial commas. Use in copy to connect two sentences, where appropriate. Use single space on either side of dash. Example: sample sample Use for number sequences, measurements of time, combining two words. Example: joint-venture Don t use. Use hyphen. Example: part-time employment, full-time study Words ending in ly aren t hyphenated. Example: fully formed thought.!! Don t Use. We don t shout with the DeVry University brand. resumé Use an accent above the e in resumé. Degree Programs ET-C ET-E In body copy, use ET(hyphen)C, no spaces. In Headline or Title, use ET(spacendashspace)C In body copy, use ET(hyphen)E, no spaces. In Headline or title, use ET(spacendashspace)E 51

52 Keller Copy Style Guidelines Formatting bullets citations en dash hyphenation orphans quotations from people sentences time rademark / Service Mark SM Copyright / Registration Mark URLs widows Two spaces after bullet and Capitalize first word after bullet. Example: Sample Use APA format (MS Word has quick function). One space before and after En dash. Example: sample sample Avoid or use sparingly. Avoid paragraphs ending in orphans. Use format: I love Keller! Scott, Keller student One space after end punctuation. 8:00 am 10:30 pm Symbols are used with the first occurence in body copy per piece. _Additionaly, service marks and registration marks for partners and third-party organizations and products must be listed at the end of the piece. Do Not include in web addresses. All lowercase is preferred (see capitalization section for details). Example: devry.edu Avoid paragraphs ending in widows. 52

53 Keller Copy Style Guidelines Common Phrases / Headlines Brand: Let nothing stand in your way. We at DeVry University and at our Keller Graduate School of Management are pleased to announce... We at DeVry University and our Keller Graduate School of Management... (when piece is in first-person) We at DeVry University and its Keller Graduate School of Management... (when piece is in third person) Financial Aid: Available for or those who qualify. Flexibilty: Flexible classes on campus, online or both. Flexible classes on campus, online or a blend of both. General: Earn a degree Locations: Study at one of our 95+ locations or online. Scholarships: DeVry offers $XX million in scholarships each year. (check with content owner, Ron Cimo, for accurate figure for calendar year.) DeVry University Elevator Pitch Career Preparation: Career-focused programs that integrate technology, science, business and the arts o DeVry s programs are built and updated based on input from major employers. o Faculty with advanced degrees and professional experience facilitate your learning. o In the last 10 years, 95 of the Fortune 100 companies have hired DeVry grads. Service Excellence: Small classes sizes, individual attention and personal support o Dedicated professionals across the DeVry systems have helped a quarter-million+ alumni put their degrees to work since Best of Both: On campus, online or a flexible combination of both o Take advantage of the opportunity to earn your degree on your terms and in as few as three years. Respected Degree: Career skills employers demand; enhanced marketability and income potential for graduates o DeVry is accredited by The Higher Learning Commission, the same organization that accredits many other prestigious public and private colleges and universities. Let DeVry help you transform your career goals into career opportunity. 53

54 Keller Copy Style Guidelines Grammar compound adjectives adjectives ending in ly Compound adjectives should be hyphenated. Example: Part-time-job assistance Adjectives with words ending in ly are not hyphenated. Example: Family friendly locations. 54

55 Keller Copy Style Guidelines Translations / Versions Alternate Language Materials: Many high school students whose parents speak Spanish as their first language find it easier to discuss their college plans with their parents in Spanish. Therefore, certain key communications will be offered in Spanish as well as in English. Translated messages must still adhere to the DeVry University voice standards and contain the appropriate disclaimes. (See compliance guidelines for appropriate disclaimer lamguage) Calgary Materials: Organizational preference is that any materials being distributed in Calgary be branded with DeVry Institute of Technology. We should no longer distribute materials in Calgary that are branded DeVry University. 55

56 Keller Copy Style Guidelines Citations When leveraging industry statistics in marketing materials, all statistics must be cited. Citations are listed first, before disclaimers in a separate paragraph. We follow AP style for citations. Reference the examples and formulas below. The individual providing the stat is responsible for providing the citation to accompany it as well. Journal/ARticle citation: EXAMPLE: Bandow, D. (2005). Don t Resurrect the Law of the Sea Treaty. Journal of International Affairs, 8-9. Formula: Last Name, First Initial. (Year Published). Title of Article. Name of Journal, page numbers. Book SOurce Citation: EXAMPLE: Collins, S. (2010). Mockingjay. New York: Scholastic Press. Formula: Author Last Name, First Initial. (Year Published). Title of Book. City of Publisher: Publisher Name. Article in Periodical CitatioN: EXAMPLE: Thomaselli, R. (2010, February 1). Staying in the Game in Non-Olympic Yeas. Advertising Age, pp Formula: Last Name, First Initial. (Year Published, Month Day). Title of Article. Name of Periodical, page numbers Web Site or Article/Document on a Web Site: EXAMPLE: Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Edition, Accountants and Auditors, on the Internet at (visited February 1, 2011). ForMula: Author Last, First (if given), Name of Web site, Name of Web page, Year published, Article (if applicable), on the Internet at URL (Date visited.) 56 Helpful Tip: MS Word has a Citation feature that helps you build citations. Simply choose the type of source and it will promopt you to complete the required fields and then build your citation for you in the appropriate order.

57 Keller Graduate School of Management Compliance Guidelines

58 Keller Compliance Guidelines Disclaimer NOTE: Below is information to help guide you in formulating disclaimers on materials. All materials must be routed through compliance. Please refer to the most current version of Regulatory Compliance Guidelines for the most up-to-date regulations. General Disclaimer (SAMPLE): For comprehensive consumer information, visit devry.edu/bba In New York, DeVry University operates as DeVry College of New York. DeVry University is accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges and Schools, DeVry University is authorized for operation by the THEC, tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. Licensed by the Mississippi Commission on Proprietary School and College Registration, Certification No. C-498. Program availability, and course requirements and availability, vary by location. Refer to current academic catalog for more detailed information /12 00M A B C D 58 A A A Explanation for Disclaimer What should be included and when/why: For comprehensive consumer information, visit devry.edu/studentconsumerinfo Must be included on all pieces that mention multiple programs (more than a listing), outcomes, job titles, career fields, employers, stats, etc. See compliance guidelines for specifics. For comprehensive consumer information, visit keller.edu/studentconsumerinfo Must be included on all pieces that mention multiple programs (more than a listing), outcomes, job titles, career fields, employers, etc. See compliance guidelines for specifics. For comprehensive consumer information, visit devry.edu/xxxxxx Must be included on all pieces that mention individual programs (more than a listing), outcomes, job titles, career fields, employers, stats, etc. Individual program page vanity URL is included after devry.edu/. See compliance guidelines for specifics. E A For comprehensive consumer information, visit keller.edu/xxxxxx Must be included on all pieces that mention individual programs (more than a listing), outcomes, job titles, career fields, employers, stats, etc. Individual program page vanity URL is included after keller.edu/. See compliance guidelines for specifics. B In New York, DeVry University operates as DeVry College of New York. Needed if piece created for national distribution (including New York) and is branded DVU. Required if piece mentions DeVry University. Not needed if piece branded DCNY and does NOT mention DeVry University.

59 Keller Compliance Guidelines Disclaimer C C C C DeVry University is accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges and Schools, If accreditation mentioned in content of piece, need to include in disclaimer. If accreditation statement is provided in the content of the piece, then no disclaimer is needed If accreditation is not mentioned in the body of the piece, this disclaimer is not needed from compliance perspective, but is does add credibility. Optional, based on space. If piece is Keller or Co-branded, disclaimer must include Keller Grduate School of Management is included in this accreditation. If piece is for DeVry College of New York, disclaimer must include In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. Licensed by the Mississippi Commission on Proprietary School and College Registration, Certification No. C-498. This section must be included on all pieces distributed system-wide. These four statements NOT needed if piece released for distribution at a specific location other than TN, VA, IN, or MS. If piece to be distributed only in TN, must include TN disclaimer but does NOT need VA, IN or MS statement info. If piece to be distributed only in VA, must include VA disclaimer but does NOT need TN, IN or MS statement info. If piece to be distributed only in IN, must include IN code AC0060 but does NOT need TN, VA or MS statement. If piece to be distributed only in MS, must include MS disclaimer but does NOT need TN, VA or IN statement info. Optional: DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. Must be included on all pieces distributed system-wide which are branded DeVry University. Organizational preference is to create DeVry Institute of Technology (DIT) branded versions. If piece is branded DIT, it can only be distributed in Canada and does not require the DIT disclaimer. Program availability, and course requirements and availability, vary by location. Refer to current academic catalog for more detailed information. This section must be included on all pieces distributed system-wide and/or locally. Not needed if piece does NOT mention programs. 59 D Must be included on all pieces distributed system-wide and/or locally. E /12 00M. Must be included on all pieces distributed system-wide and/or locally is the inventory number. All pieces held in inventory have to have an inventory number. To request a new inventory number, contact Andrea Passas at [email protected]. 10/12 is the date of publish 00M is the quantity.

60 Financial Analyst Preperation MBA Program Core Courses all five required Accounting and Finance: Managerial Use and Analysis, FI504* Leadership and Organizational Behavior, GM591 Managerial Applications of Information Technology, IS535 Marketing Management, MM522 Applied Managerial Statistics, GM533 MBA Program-Specific Courses all five required Managerial Accounting, AC505* Managerial Finance, FI515* Keller Compliance Guidelines Legal, Political and Ethical Dimensions of Business, GM520 Business Economics, GM545 Business Planning Seminar, GM600 Disclaimer Layout Securities Analysis, FI560 * You may be able to waive this course and replace it with an additional Mergers and Acquisitions, FI561 elective that matches your interests. See Finance Elective Options for finance-related choices available. Management of Financial Bold, Institutions, seperate FI564 line above disclaimer For comprehensive ** Master of Business consumer Administration information, Management visit degree devry.edu/bba in New York A International Finance, FI565 paragraph. Size ratio: 130% (8 pt) Options and Financial Futures Markets, FI567 Bold, appears first in disclaimer In New York, DeVry University operates as DeVry College of New York. DeVry University is Advanced Financial B Statement Analysis, FI575 accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges paragraph. Size ratio: 123% (7.25 pt) MBA + CFA for CFA Preparation Candidates and Schools, DeVry University is authorized for operation by the THEC, Personal Financial Planning, FI580 tn.us/thec. If Nashville you have Campus: a bachelor s 3343 Perimeter degree Hill with Dr., Nashville, significant TN finance DeVry is certified to operate Real Estate Finance, FI590 Disclaimer paragraph. by the State coursework Council of Higher and Education are preparing for Virginia. to earn AC0060. your Licensed CFA credential, by the Mississippi Commission C Size ratio: 100% (6 pt) on Proprietary we suggest School and building College Registration, the Program Certification Core No. and C-498. Program- Program availability, and course requirements and availability, vary by location. Refer to current academic catalog for more detailed Note: Credits and degrees earned do not automatically qualify Specific courses shown with the following electives, which Appears last in disclaimer paragraph. information /12 00Mthe holder to participate D in professional licensing exams to practice are based on the renowned Stalla by Becker Professional certain professions. Persons Size interested ratio: in 100% practicing (6 a pt) regulated Education methodology. These exam-prep courses total 11 profession should contact the appropriate state regulatory agency of the 18 elective credit hours required for an MBA degree. for their field of interest. Appears after all discliamers. Size E ratio: 100% (6 pt). CFA Exam-Preparation Courses CFA Level I Exam Preparation A, FI591 CFA Level I Exam Preparation B, FI592 CFA Level II Exam Preparation A, FI593 CFA Level II Exam Preparation B, FI594 CFA Level III Exam Preparation A, FI598 CFA Level III Exam Preparation B, FI599 Learn more at devry.edu or call to speak with an admissions representative. For comprehensive consumer information, visit devry.edu/bba In New York, DeVry University operates as as DeVry DeVry College College of New of New York. York. DeVry DeVry University University is is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., accredited by The Higher Learning Commission and is a member of the North Central Association of Colleges Nashville, TN DeVry is certified to operate by the State Council of Higher Education for Virginia. and Schools, DeVry University is authorized for operation by the THEC, AC0060. Program availability varies by location. Follows CFA Institute Prep Provider Guidelines. CFA Institute tn.us/thec. does Nashville not endorse, Campus: promote 3343 or Perimeter warrant Hill the Dr., accuracy Nashville, or quality TN of products DeVry is or certified services to operate offered by the State by Stalla. Council CFA of Institute, Higher Education CFA and for Chartered Virginia. Financial AC0060. Analyst Licensed are by trademarks the Mississippi owned Commission by CFA Institute. on Proprietary For our School Calgary and location, College DeVry Registration, University s Certification Keller Graduate No. C-498. School Program of Management availability, master s and course degree requirements programs and are availability, offered online, vary and by location. degrees are Refer conferred to current by DeVry academic University s catalog Keller for more Graduate detailed School information. of Management 2012 DeVry in the Educational United States. Development Degrees are Corp. not offered All rights or conferred reserved. in Alberta by DeVry 10/12 00M Institute of Technology - Calgary, nor are they approved by Alberta Advanced Education and Technology DeVry Educational Development Corp. All rights reserved /11 15M Additional electives must also be completed and can be chosen from the finance electives shown. More course options are noted in Keller s academic catalog, available via keller.edu. MBA + CFA Preparation for Current CFAs If you re already a licensed CFA, take advantage of Keller s fast-track option. With this option, you complete the Program Core and Program-Specific courses shown but need to complete only three electives, saving you both time and money. Finance Elective Options three required Choose from any courses in the Keller catalog, available via keller.edu, for which prerequisite(s) are met. Or choose from these Keller finance electives: Entrepreneurial Finance, FI512 Advanced Managerial Finance, FI516 A B C D E 60

61 Keller Compliance Guidelines s subject line All subject lines must contain the name of the institution in them. 61

62 3-Step Review

63 Keller 3-Step Reviews Content Review Checklist Grammar, Spelling and Format: Spelling, grammar, punctuation and capitalization have been checked and are consistent with the Brand Guidelines Each page has been visually inspected for correct spacing, accurate headers/footers and margins Each acronym or abbreviation is introduced the first time it s used Document uses consistent tense Naming Conventions: Keller: First mention of institution states DeVry University s Keller Graduate School of Management. o In New York, first mention of institution states: Keller Graduate School of Management at DeVry College of New York Cobranded: First mention of institutions stats DeVry University and its Keller Graduate School of Management. o In New York, first mention of institutions states: DeVry College of New York and its Keller Graduate School of Management Full name of entity- must always be included in the body copy at the first mention. Can be shorted later in the piece Location name: include city name at a minimum. Example: DeVry University s Addison campus In Oklahoma only: Include name, entire address, and phone number Logo and name for institution are consistent o Correct program name is used and matches the Academic Catalog Content: All claims made can be proven, and sources are cited All information has been checked for accuracy All promissory language and superlatives have been removed Information presented is applicable for the location(s) Disclaimers have been checked and are consistent with the Brand Guidelines Current copyright date line is included Document does not include the word free anywhere Document satisfies the defined goals and objectives Unnecessary information and words have been eliminated Language is applicable for the intended target audience When appropriate, includes a call to action that is clear Transitions from one section to another are smooth Benefits brought to life and jumping off the page 63

64 Keller 3-Step Reviews Brand Review Checklist General: Has Step 1 Content review been completed? Does this piece already exist or do you know of an existing asset that would fulfill this need? Graphics: Does the overall look and feel uphold and speak to the brand? Is the overall layout aesthetically pleasing and brand elevating? If piece is building on an existing template, has the template been used appropriately, not being skewed or distorted? Are all fonts within brand guidelines? (Digital alt/cross-platform fonts are allowable when application requires). Are all colors within brand guidelines? Are all photos tasteful and brand elevating? Do photos support the messaging of the piece and reflect the audience? Is there any clip art used in the piece (clip art is unacceptable)? Are all logos correct? o Are logos the correct composition? o Are logos the correct color? o Do they meet size requirements? o Be sure logos are not skewed, distorted or cut off o Are logos readable against background? o Are logos correct based on the audience of the piece? o Do the logos match the name of entity in copy? If logo is locked-up within the shield, is size ratio correct? Messaging: Is the language and messaging appropriate for the audience and brand elevating? Is the tone of the voice within the brand guidelines sensible, straight forward, confident, honest and human? Does the messaging of the piece and reflect the audience? Are all RTB s current and correct? Are all other brand facts current and correct (i.e. 95+ locations)? Is there any promissory language being used? Does all copy/content/layout follow brand style guide (punctuation, capitalization, style, etc.)? 64