Brand Identity Guidelines Standards for St. Edward s University

Transcription

1 Brand Identity Guidelines Standards for Version 2, Last Updated September 2012

2 Table of Contents Why Standardize?... 3 Our Portfolio... 4 Brand Architecture Definitions & Principles... 5 Brand Architecture The Master Brand Overview Master Signature University Seal Student Usage Color Palette Typography Core Academic Identities Overview Specifications Examples Incorrect Usage Brand Extension Identities Overview Specifications Examples Incorrect Usage Co-Brand Identities Overview Partnership Marks Promotions & Event Identities Branded Publications Athletic Identities Contact Information

3 Why Standardize? Our Strategic Plan 2015 calls for us to become a global university, educating students for the opportunities and challenges of the 21st century. How can a small school achieve such a big goal? By working together, integrated in everything we do, toward our common vision. One important way we work together is by representing with a unified and consistent visual identity. Our name and logo are important assets. As we extend our brand across borders and cultures, we must present a consistent image if we are to be recognized by partners and students around the world. These guidelines are written to reflect the larger, more complex, international organization we have become. They will guide us in becoming better stewards of our brand in the 21st century. Small school. Big plans. One voice.. Paige Booth Vice President for Marketing and Enrollment Management 3

4 Our Portfolio 1.0 Master Brand 2.0 Core Academic Identities (examples) Administration Offices Athletics Bookstore CAMP Career Services Center for Academic Progress Dean of Students Student Financial Services 3.0 Brand Extension Identities Alumni Association The Kozmetsky Center of Excellence in Global Finance Health & Counseling Center Residence Life Office of International Education Office of Undergraduate Admission Scarborough-Phillips Library McNair Scholars Program Physical Plant Mary Moody Northen Theatre The St. Edward s Fund Portal Campuses Professional Education Registrar Schools Student Life Student Government Association Wild Basin Creative Research Center 4.0 Co-Brand Identities (examples) Queen Margaret University Université Catholique De L Ouest Holy Cross Institute 5.0 Promotion & Event Identities (examples) 125 Year Anniversary Hilltopper Mascot Magazine MLA Symposium Pangaea Global Connections The Orbit Homecoming 4

5 Our Portfolio Brand Architecture Definitions 1.0 Master Brand Master Brand The master brand is the singular, dominant brand that embodies and projects over all its other brands. The master signature is the visual identifier for the brand. Brand Principles A. We have one brand. All parts of the university inherit strength from the master brand. In communication, the master brand is more important than any other identity elements. 2.0 Core Academic Identities 3.0 Brand Extension Identities Core Academic Identities Core campus units are central to everything that we do as a university and include the primary services one expects a university to provide: schools of study, individual undergraduate and graduate degree programs, research, student/campus services and facilities. Brand Extension Identities Brand extensions are programs and organizations that extend the university s reach by providing value-added programs that appeal to new (and existing) audiences and markets. Brand extensions are prominently linked to the master brand and exist only in relation to. They complement the master brand while inheriting its equity. B. Core academic identities and brand extensions must appear to be endorsed by the master brand and should not appear alone. C. When the master brand is presented in close proximity to a core academic identity or brand extension, the ratio of the entire master signature to the core academic identity or brand extension height is 1 to Co-Brand Identities Co-Brand Identities Co-brands involve independent organizations with distinct identities. Co-brands should align with the core values of and the relationship should work to reinforce our reputation. The intent with integrating co-brands into our brand portfolio is not to detract from or dilute our master brand, but rather to partner with like-minded organizations to overcome challenges, enhance our students learning experience or serve target audiences we could not normally reach, while capitalizing on the unique strengths of each contributing brand. 5.0 Promotions & Event Identities Promotions & Event Identities Publications, athletics, events and promotions are branded vehicles that carry the St. Edward s voice forward to many audiences. Through their lenses, they capture the essence and vibrant personality of the university, keeping our relationship to target audiences inspired and fresh. 5

6 Our Portfolio Brand Architecture 1.0 Master Brand 2.0 Core Academic Identities Administration Offices Athletics Bookstore CAMP Career Services Center for Academic Progress Dean of Students Student Financial Services Health & Counseling Center Residence Life Office of International Education Scarborough-Phillips Library McNair Scholars Program Physical Plant Registrar Schools Professional Education Student Life Student Government Association Office of Undergraduate Admission Portal Campuses Wild Basin Creative Research Center 3.0 Brand Extension Identities Alumni Association The Kozmetsky Mary Moody Northen Theatre The St. Edward s Fund Center of Excellence in Global Finance 4.0 Co-Brand Identities 5.0 Promotions & Event Identities St. Edward s UNIVERSITY MAGAZINE 6

7 1.0 Master Brand A master brand is a singular, dominant brand that an organization embodies and projects over all its other brands. Our over-arching goal is to build into a master brand globally recognized for excellence as an international university with exceptional academic opportunities and educational partners around the world. A Unified Voice We re stronger when we speak as one. All core activities and brand extensions within the university are branded up to the St. Edward s University master brand that is, they are firstly identified as belonging to the same heritage, prestige and purpose as the university itself, which: Creates a powerful single image Allows for more focused and efficient marketing Generates greater brand awareness and equity 7

8 The Master Brand 1.1 Overview Master Signature The official university logo is at the highest level of the brand architecture. We call it the master signature, and it is a visual identifier for the brand. The master signature is comprised of two elements: 1) The steeple mark 2) The wordmark The steeple mark emphasizes a sense of place and heritage, working in harmony with the wordmark to form a single unit with an established relationship. It is critical that this relationship remains consistent throughout all applications. In all cases, the steeple mark and wordmark must always be used together. Under no circumstances should elements of the master signature be separated when used as a visual identifier for the brand. Always Bring the Master Signature Forward The master signature is visual shorthand for the St. Edward s University brand. It represents more than 125 years of heritage and all that makes our campus on the hill so unique its prestige, charm, approachability in essence, its character. The signature should be used as often as possible and should always be treated with reverence as the face of our brand: Master Signature Steeple Wordmark Mark The master signature is comprised of the steeple mark and the wordmark. Give it prominent placement on all promotional materials Do not change any elements of the master signature Avoid using the wordmark as a title on marketing materials 8

9 The Master Brand 1.2 Master Signature Evolution Evolution of the Master Signature Minor alterations have been made to the master signature to reflect and support the global brand strategy. For example, the geographic identifier (Austin) is no longer a part of the master signature. In addition, the steeple mark has been slightly modified to bring greater clarity to the cross and adjusted to add balance, scale and proportion to the master signature. Borderless Learning Dropping the location identifier from the master signature supports a larger global strategy. As the visual beacon of the brand, the master signature should light the way for future expansion. Tethering the university s signature to a single locale limits the master brand over time as St. Edward s continues to expand geographically. However, links of the university to Austin may still be applied in body copy to take advantage of the city s unique appeal as the home of our main campus. Previous version of the master signature. Current version of the master signature. Great care should be taken to ensure that previous versions of the master signature are discarded, so that the brand maintains a strong impact and consistency. 9

10 The Master Brand 1.2 Master Signature Preferred Usage The preferred usage of the master signature is in horizontal orientation, as shown at right. As much as possible, the master signature should be shown in this orientation and in full (two-) color format. Color Variations The preferred color format is two-color: Pantone 8640 (gold) for the steeple mark and Pantone 281 (blue) for the wordmark. (See fourcolor printing specifications on page 17 of this guide.) When the logo must be presented in grayscale, the black version of the logo should be used. If the master signature is to be placed on a dark-colored background where the two-color or black versions would be illegible, the reversed (white) version should be used. Typeface The typeface used for the master signature is Adobe Garamond Pro, which has been slightly adjusted. The type should never be replaced or modified. Use of Adobe Garamond should be avoided in body copy in order to ensure that the master signature stands out in the visual hierarchy. Preferred usage version of the master signature, employing the horizontal orientation and two colors: PMS 281 & PMS When the master signature must be presented in grayscale, the black version should be used. Do not convert the color file to grayscale. Sizing and Clear Space The master signature should always be scaled proportionally, by holding the Shift key while resizing, so that it maintains consistency. It should be scaled so that it is clearly legible (see minimum sizing requirements on page 12 of this guide). A clear space (also specified on page 12 of this guide) should be preserved around the master signature to ensure that it is distinct and easy to read. In situations where the master signature will be presented over a dark-colored background, the reversed (white) version should be used. 10

11 The Master Brand 1.2 Master Signature Limited Usage The vertical orientation of the master signature should be used in a very limited capacity, only when necessary. The same guidelines used for the horizontal orientation of the master signature apply to the vertical orientation. When to Use The vertical orientation of the master signature should be used when: Limited usage version of the master signature, employing the vertical orientation and two colors: PMS 281 & PMS It will be centered in a square format; for example, on the front of a square greeting card. It will be placed in a layout that will not accommodate the horizontal orientation legibly; for example, on vertical signage. In most other cases, use of this variation should be avoided. If you have questions about which variation of the master signature should be used in a particular layout, please call the Marketing Office at When the master signature must be presented in grayscale, the black version should be used. Do not convert the color file to grayscale. In situations where the master signature will be presented over a dark-colored background, the reversed (white) version should be used. 11

12 The Master Brand 1.2 Master Signature Specifications Below are technical specifications for both orientations of the master signature. Pay special attention to the clear space and minimum sizing requirements when placing the master signature in layout. 1 At a minimum, the clear space around the logo should be equal to the height of the upper-case D in St. Edward s. 2 Logo colors should not deviate from blue (PMS 281) and gold (PMS 8640) except in situations where the one-color (black) or reversed usage is called for. i Note that the spacing between the steeple mark and the wordmark (in both orientations) is half of the height of the upper-case D in St. Edward s. The master signature should never be modified. 3 4 Minimum sizing for the horizontal orientation of the signature is 1.75 wide. The master signature should always be scaled proportionally, using the Shift key. Minimum sizing for the vertical orientation of the logo is 1.25 wide. The master signature should always be scaled proportionally, using the Shift key. 12

13 The Master Brand 1.2 Master Signature Incorrect Usage Below are examples of incorrect usage of the master signature. If you have any questions on how to use the master signature, contact the Marketing Office, DO: Always use master signature colors as specified. DON T: Modify master signature colors, even if it means simply reversing them. DO: Always keep the elements of the master signature together. DON T: Separate the steeple mark from the wordmark or scale one independently of the other. DO: Always use the master signature as specified. DON T: Modify the master signature in any way. ST. EDWARD S UNIVERSITY DO: Always ensure that the master signature is legible over its background. Use the reversed version of the logo when necessary. DON T: Place the full-color version of the logo over a dark background. DO: Always scale the master signature proportionally, using the Shift key. DON T: Stretch or otherwise modify the master signature in scale. DO: Always use master signature wordmark as specified. DON T: Reset type in the master signature, for any reason. 13

14 The Master Brand 1.2 Master Signature With Tagline Tagline Usage The Take on your world tagline was created as a call to action in support of the three tenets academic challenge, global perspective and make a difference that came out of the brand positioning research. The positioning is strongest when we are able to show (through copy and visuals) one of the many examples of the brand in action and punctuate it with the tagline, as opposed to using the tagline on pieces and items unrelated to the tenets. Preferred usage version of the master signature with the tagline. The tagline should be: 1. Used only on projects produced by the Marketing Office at this time. 2. Used on projects that illustrate one or more tenets. 3. Paid off with the content on the piece. 4. Used as punctuation, not a headline. Specifications, Sizing and Clear Space The tagline is typset in Helvetica Neue LT Std Heavy, and the registered symbol is set in Helvetica LT Std Light. The tagline color should always match the color of the wordmark. The tagline lockup has been adjusted to the ideal proportion with the master signature; the type, color, and proportion should not be modified. It should be scaled so that it is clearly legible (see minimum sizing requirements on page 15 of this guide). A clear space (also specified on page 15 of this guide) should be preserved around the master signature to ensure that it is distinct and easy to read. In situations where the master signature and tagline will be presented over a dark-colored background, the reversed (white) version should be used. 14

15 The Master Brand 1.2 Master Signature Specifications - Tagline Below are technical specifications for the master signature when locked up with the tagline. Pay special attention to the clear space and minimum sizing requirements when placing the master signature in layout. 1 At a minimum, the clear space around the lockup should be equal to the height of the upper-case D in St. Edward s. 2 The color of the tagline should always match the wordmark. i Note that the spacing between the master signature and the tagline is the same height as the upper-case D in St. Edward s. The master signature should never be modified. 3 The measurement for clear space below the lockup should begin at the baseline of the tagline, not the bottom of the y. 4 Minimum sizing for the master signature and tagline lockup is 1.75 wide. The master signature should always be scaled proportionally, using the Shift key. 15

16 The Master Brand 1.2 Master Signature Incorrect Usage - Tagline Below are examples of incorrect usage of the master signature when locked up with the tagline. If you have any questions on how to use the master signature, contact the Marketing Office, DO: Always use tagline color as specified the color should match the wordmark. DON T: Modify lockup colors, for any reason. DO: Always use the lockup as specified. DON T: Scale the elements of the lockup independently, including the registered symbol. DO: Always use the lockup as specified. DON T: Use the tagline without the master signature or modify the lockup in any way. Take on your world. DO: Always ensure that the master signature is legible over its background. Use the reversed version of the logo when necessary. DON T: Place the full-color version of the logo over a dark background. DO: Always scale the master signature and tagline lockup proportionally, using the Shift key. DON T: Stretch or otherwise modify the master signature in scale. DO: Always use the tagline as specified. DON T: Reset type in the tagline, for any reason. 16

17 The Master Brand 1.3 University Seal The official seal of the university is reserved for diplomas and commencement-related materials, presidential letters, and other official documents. Use the seal alone in its entirety. Never change the size relationship among the various elements in the seal. Never change the position of the elements in the seal. Never distort the elements of the seal. Like the master signature, the seal should not be cut apart, added to, stretched or otherwise compromised. Never use a shadow on the elements of the seal. Never use the elements of the seal with type inside of it. Never combine the seal with another graphic, emblem or symbol. Never use the seal on administrative forms, fliers, newsletters or general correspondence. Colors are St. Edward s blue (PMS 281), metallic gold (PMS 8640) and metallic silver (PMS 877), or all St. Edward s blue (PMS 281), all black, or all metallic gold (PMS 8640). All requests to use the seal on merchandise or other items with dignity and value should be approved prior to placing the order. In all cases, seek written approval from the Marketing Office to use the seal. 17

18 The Master Brand 1.4 Student Usage Individual Student Use Students are not permitted to use the university s master signature or other university marks, such as the university tagline or the university seal. Exceptions to this policy are granted in a very limited number of special situations. For example, the master signature may be used for class projects or for university-approved conference and presentation materials. To be considered for such an exception, contact the Marketing Office, Approval must be received prior to printing, manufacture or distribution. Any use of logos, seals, names or other university marks must be in accordance with policies established by the university. Student Organization Use Student organizations should work with Student Life for approval to use the master signature. No modifications are allowed. Mascot images may also be used upon approval from Student Life. Approved student organizations are allowed to use these icons on official documents. Approved mascot images may also be used on promotional items with written approval from the program director for involvement. 18

19 The Master Brand 1.5 Color Palette The official blue and gold are key components of our graphic identity, and they are the primary colors for use in print and electronic communications. Consistent use and careful matching are essential in establishing and maintaining a unified image. Primary Colors Accent or secondary colors are used in addition to blue and gold but they cannot be used as primary, stand-alone colors. The Pantone colors should be used when printing one-, two- and three-color publications (spot color). When full-color printing (four-color process) is used, the CMYK mix is applied. The primary color palette spot and four-color process specifications may be used on both coated and uncoated paper stock. The RGB values are for screen display only. Blue PMS 281 CMYK 100/64/0/60 RGB 0/37/102 Web # Gold PMS 1255 CMYK 20/25/60/25 RGB 162/144/96 Web #BA29060 PMS 281 CMYK 100/64/0/60 RGB 0/37/102 Web # CMYK 86/43/14/1 CMYK 20/25/60/25 CMYK 100/64/0/60 CMYK 37/11/89/0 PMS 8640 Use only when metallic ink is an option Secondary Colors (Limited Usage) CMYK 11/10/23/0 CMYK 87/65/40/23 Tertiary Colors (Accent Only) PMS 1255 CMYK 20/25/60/25 RGB 163/127/20 Web #BFAB6C CMYK 8/2/2/0 CMYK 7/58/91/1 CMYK 22/94/83/12 CMYK 0/0/100/0 Metallic Gold* PMS 8640 *The metallic gold is reserved for stationery and business card application. CMYK 70/28/34/1 19

20 The Master Brand 1.6 Typography General Usage Consistent use of particular type families brings unity to the brand. The typefaces selected to represent the master brand not only work to organize information, but also express the brand s personality and convey a sense of wholeness in the brand. Helvetica LT Std: All-Around Font Family The Helvetica LT Std font family has been chosen as the font family for use in headlines, body copy and general layout. Helvetica is known for its clean, modern and rational design, and it is appropriate for use in almost any circumstance. Helvetica LT Std Roman is the preferred typeface for general use; however, some situations may call for specific emphasis, in which case the Light or Bold variations may be used (sparingly). In any weight, the Oblique version of the typeface may be used for emphasis of a particular word, or for titling or block quotes. When typesetting Helvetica, optical kerning and Auto leading should always be employed. Hyphenation should be avoided. Please contact the Marketing Office, , if you need help obtaining or using this font family. Helvetica LT Std Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica LT Std Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica LT Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica LT Std Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica LT Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica LT Std Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

21 The Master Brand 1.6 Typography Limited Usage Adobe Garamond Pro: Naming Conventions and Formal Event Collateral Only Adobe Garamond Pro has been chosen for use in naming conventions (such as or Core Academic Identities) and formal event collateral (such as commencement ceremony programs and invitations) only. Garamond was chosen for its balance, refinement and elegance to represent the brand at the highest level. It should rarely be used for body copy. Please contact the Marketing Office, , for questions regarding the use of this typeface. Adobe Garamond Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

22 2.0 Core Academic Identities Core campus units are central to everything we do as a university and include the primary services one expects a university to provide: schools of study, individual undergraduate and graduate degree programs, research opportunities, student/campus services and facilities. Part of the Greater Whole With the master brand in place, campus units should be easily identifiable as belonging to the university master brand. Promotion for these programs is handled at the university level, and in turn they share equity from the master brand. Rather than creating individual identities that conflict with the master brand, core campus units should represent themselves in text only. Prominent text treatments support the master brand and avoid brand confusion. This consistency helps strengthen the university s master brand by helping audiences intuit how all parts of the university are interconnected. 22

23 Core Academic Identities 2.1 Overview Who is Included in Core Academics? Core academics consist of all campus units that provide services central to the functioning of the university, including: Administration Offices Athletics Bookstore CAMP Career Services Center for Academic Progress Dean of Students Student Financial Services Health & Counseling Center Residence Life Office of International Education Office of Undergraduate Admission Scarborough-Phillips Library McNair Scholars Program Physical Plant Portal Campuses Professional Education Registrar Schools Student Life Student Government Association Wild Basic Creative Research Center Stronger Together Using the St. Edward s master signature allows campus units to benefit from a mark that has proven recognition with key audiences, as well as take advantage of the funds and the support system the university has already provided and will continue to provide. Brand Up, Not Out Branding up means that campus units will use the St. Edward s master signature and refer to the name of their campus unit in text only instead of expending resources developing and maintaining their own logos and brand identities. Visually Consistent Eliminating campus unit logos strengthens the brand by ending the potential for confusion and dilution created by a multitude of dissimilar campus unit logos. School of Behavioral and Social Sciences Master of Arts in Counseling New College Scarborough-Phillips Library Career Services Student Financial Services Dean of Students Health & Counseling Center Residence Life Office of International Education McNair Scholars Program Physical Plant Registrar 23

24 Core Academic Identities 2.2 Specifications Below are technical specifications for typesetting campus unit identities. Pay special attention to kerning, sizing and clear space requirements when placing in layout. 1 Campus unit names should be presented in Adobe Garamond Pro Regular. The preferred color is blue (PMS 281). 2 Kerning should be set to Optical, and no tracking should be used. School of Management and Business 3 All campus unit names should be presented in title case. The first letter of every word is rendered in upper case, and the remainder of the text in lower case. All articles and conjunctions should be in lower case. o School of Management and Business School of Management and Business School of Management and Business School of Management and Business 4 At a minimum, the clear space around the campus unit name should be equal to the x-height (the height of the lower-case letters) of the name. School of Management and Business 6 Campus unit names should be left-aligned. Line-breaking names should be avoided; however, in cases where it becomes necessary, always break for sense /clarity or before an article. Hyphenation should never be used. Leading should be set to Auto. 7 In some instances, it may be necessary to show a name in black (for example, in a newspaper). If the name will be presented over a dark background, it should be reversed out in white. 5 Campus unit names should not be typeset smaller than 8pt. 24

25 Core Academic Identities 2.2 Specifications Below are technical specifications for typesetting campus unit identities. Pay special attention to kerning, sizing and clear space requirements when placing in layout. 1 Campus unit names should be presented in Adobe Garamond Pro Regular. The preferred color is blue (PMS 281). 2 Kerning should be set to Optical, and no tracking should be used. Office of Service and Community Involvement 3 Ensure that ligatures are enabled to maximize balance and legibility. 4 All campus unit names should be presented in title case. The first letter of every word is rendered in upper case, and the remainder of the text in lower case. All articles and conjunctions should be in lower case. c Office of Service and Community Involvement Office of Service and Community Involvement Office of Service and Community Involvement Office of Service and Community Involvement 5 At a minimum, the clear space around the campus unit name should be equal to the x-height (the height of the lower-case letters) of the name. Office of Service and Community Involvement 7 Campus unit names should be left-aligned. Line-breaking names should be avoided; however, in cases where it becomes necessary, always break for sense /clarity or before an article. Hyphenation should never be used. Leading should be set to Auto. 8 In some instances, it may be necessary to show a name in black (for example, in a newspaper). If the name will be presented over a dark background, it should be reversed out in white. 6 Campus unit names should not be typeset smaller than 8pt. 25

26 Core Academic Identities 2.2 Specifications With Master Signature Promotional Items and Apparel Below are technical specifications for sizing and placement of brand extensions alongside the master signature in promotional use and signage. The preferred usage of the master signature with the campus unit name is to display it without Austin, Texas on promotional items and apparel. 1 The minimum clear space required between the master signature and the campus unit name is equal to the clear space requirement for the master signature. 2 The master signature should be 1/3 larger than (166% of) the height of the campus unit name. In most cases, however, it is acceptable for the brand extension to be presented much farther away from the master signature, so long as respective sizing and clear space requirements are adhered to. 3 Campus unit names should never be presented without the master signature. D Student Financial Services The campus unit name should be 2/3 (66%) of the height of the master signature. In instances where the master signature would be scaled below its minimum sizing requirement, the minimum sizing should be used instead. 4 Minimum clear space requirements for the campus unit name should be adhered to, both around the campus unit name and the whole (if presented as a lockup). 5 In instances where the master signature and the campus unit name appear as a lockup, center align the two and use clear space requirements around the master signature and campus unit name. 26

27 2.2 Specifications With Master Signature Stationery Only Below are technical specifications for sizing and placement of campus unit names alongside the master signature in stationery only. 2 The master signature should be 2x larger than (200% of) the height of the campus unit name. 1 Campus unit names should never be presented without the master signature. 4 The minimum clear space required between the master signature and the campus unit name is equal to the clear space requirement for the master signature. In most cases, however, it is acceptable for the campus unit name to be presented much farther away from the master signature, so long as respective sizing and clear space requirements are adhered to. 3 D New College The campus unit name should be 1/2 (50%) of the height of the master signature. In instances where the campus unit name would be scaled below its minimum sizing requirement, the minimum sizing should be used instead. 5 Minimum clear space requirements for the master signature should be adhered to, both around the master signature and the whole (if presented as a lockup). In instances where the master signature appears on the same page as the campus unit name but not as a lockup, use master signature clear space requirements around the master signature and campus unit clear space requirements around the campus unit name. 27

28 Core Academic Identities 2.3 Examples Degree Plan Below is an example of layout for a campus unit degree plan (promotional usage). Pay special attention to the typesetting and placement of the campus unit name in conjunction with the master signature. 1 In promotional usage, the master signature should be at least 2/3 (60%) of the height of the campus unit name. Adhere to clear space rules around the perimeter of the master signature. 4 Campus photography should be natural, engaging and energetic. 2 Adhere to the clear space rules around the perimeter of the campus unit name. 3 Subhead should be typeset in Helvetica LT Std Light. 28

29 2.3 Examples Stationery Below is an example of layout for letterhead, business card and envelope. Pay special attention to the typesetting and placement of the campus unit name in conjunction with the master signature. Marketing Office Name Company Address City, State ZIP 1 Core Academic Identies should be presented in Adobe Garamond 12pt. and Brand Extensions should be presented in Helvetica LT Std Black & Light Condensed 10 pt. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Brenda J. Vallance, PhD Dean, School of Behavioral and Social Sciences; Professor of Political Science 3001 South Congress Avenue Austin, TX DIRECT direct cell CELL fax FAX brenda@stedwards.edu twitterskypesocialmedia 3 4 Names should be presented in Helvetica LT Std Bold 8 pt. Titles and contact information should be presented in Helvetica LT Std Light 7 pt. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Warmest Regards, 2 Body copy should be presented in Helvetica LT Std Light 11 pt. Name Office 3001 South of International Congress Education Avenue 3001 Austin, South TX Congress Avenue Austin, TX Entire return address should be presented in Helvetica LT Std Light 8 pt. 6 Footer should be presented in Helvetica LT Std Light 8 pt South Congress Avenue n Austin, Texas n n fax n 29

30 Core Academic Identities 2.3 Examples Return Address Below is an example of a layout where the master signature and the campus unit must sit together in a return address (promotional usage). Pay special attention to sizing and clear space requirements here. The entire return address should be presented in Helvetica at 8pt. Office 3001 South of International Congress Avenue Education 3001 Austin, South TX Congress Avenue Austin, TX

31 Core Academic Identities 2.4 Incorrect Usage Below are examples of incorrect usage of campus units names. If you have any questions on how to typeset or use campus unit names, contact the Marketing Office, Student Financial Services Student Financial Services Student Financial Services DO: Always use the approved typeface. DON T: Typeset the campus unit name in any typeface other than Helevetica LT Std Roman. DO: Always use campus unit color as specified. DON T: Modify campus unit color even if it s another primary brand color. DO: Always use optical kerning and no tracking. DON T: Kern or track the typeface in any way. Student Financial Services Student Financial Services Student Financial Services DO: Always ensure that the campus unit name is legible over its background. Reverse the name out in white when necessary. DON T: Place the campus unit name in blue over a dark background. DO: Only line-break a campus unit name when absolutely necessary and then, break for sense (for example, the above would be Student / Financial Services). When linebreaking, the name should be left-aligned, and auto-leading should be used. DON T: Line-break a campus unit name unless absolutely necessary and then, don t center-align the name or use anything other than auto-leading. Never hyphenate a campus unit name. DO: Always scale campus unit names proportionally. DON T: Distort the typeface, for any reason. 31

32 3.0 Brand Extension Identities Brand extensions are programs and organizations that extend the university s reach by providing value-added offerings that appeal to new (and existing) audiences and markets. Brand extensions are prominently linked to the master brand and exist only in relation to. They complement the master brand while inheriting its equity. Brand extensions operate independently of St. Edward s colleges and have their own organizational structure. Brand extensions include: The Kotzmetsky Center of Excellence in Global Finance, Mary Moody Northen Theatre, The St. Edward s Fund and the Alumni Association. Brand extensions support the overall St. Edward s mission, yet they require some differentiation because they provide significantly distinctive services. 32

33 Brand Extension Identities 3.1 Overview Who is Included in Brand Extension? Alumni Association Mary Moody Northen Theatre The Kozmetsky Center The St. Edward s Fund of Excellence in Global Finance Visual Identity While the St. Edward s master signature acts as the primary endorser of brand extensions, a specific wordmark treatment has been developed for use on traditional visual identity vehicles, such as letterheads, business cards, websites, and publications. Adherence to other visual standards will apply, and brand extension identities must be subordinate to the university identity. Alumni Association The Kozmetsky Center of Excellence in Global Finance Mary Moody Northen Theatre The St. Edward s Fund The Art of Simplicity Simplifying the treatments of brand extensions eliminates unnecessary visual complexities and ensures that we don t compete with or overshadow the master St. Edward s identity. Consistency The brand extension wordmark is designed to bring commonality across communications. Previously, not all brand extensions were consistent with their peers. Uniformly dressing each member within the brand extension role helps to ensure clarity of purpose within the brand architecture. Creating a consistent visual treatment of brand extensions also helps to ensure endorsement equality among peers that share this role in the brand portfolio. 33

34 Brand Extension Identities 3.2 Specifications Below are technical specifications for typesetting brand extension identities. Pay special attention to typeface, kerning, sizing and clear space requirements when placing in layout. 1 The brand extension proper name should be presented in Helvetica LT Std Black Condensed. 3 Brand extension names should be set in blue (PMS 281). Kerning should be set to Optical, and no tracking should be used. The St. Edward s Fund 2 The brand extension modifiers should be presented in Helvetica LT Std Light Condensed. 4 Brand extension names should be presented in title case. The first letter of every word is rendered in upper case, and the remainder of the text in lower case. All articles and conjunctions should be in lower case. e The St. Edward s Fund The Kozmetsky Center of Excellence in Global Finance The St. Edward s Fund The St. Edward s Fund 5 At a minimum, the clear space around the brand extension name should be equal to the x-height (the height of the lower-case letters) of the name. The St. Edward s Fund 7 Brand extension names should be left-aligned. Line-breaking names should be avoided; however, in cases where it becomes necessary, always break for sense/clarity or before an article. Hyphenation should never be used. Leading should be set to Auto. 8 In some instances, it may be necessary to show a name in black (for example, in a newspaper). If the name is going to go over a dark background, it should be reversed out in white. 6 Brand extension names should not be typeset smaller than 8pt. 34

35 Brand Extension Identities 3.2 Specifications With Master Signature Promotional Items Below are technical specifications for sizing and placement of brand extensions alongside the master signature in promotional use and signage. The preferred usage of the master signature with the campus unit name is to display it without Austin, Texas on promotional items. 1 The minimum clear space required between the master signature and the brand extension is equal to the clear space requirement for the master signature. 2 The master signature should be 1/3 larger than (166% of) the height of the brand extension. In most cases, however, it is acceptable for the brand extension to be presented much farther away from the master signature, so long as respective sizing and clear space requirements are adhered to. 3 Brand extensions should never be presented without the master signature. D The St. Edward s Fund The brand extension should be 2/3 (66%) of the height of the master signature. In instances where the master signature would be scaled below its minimum sizing requirement, the minimum sizing should be used instead. 4 Minimum clear space requirements for the brand extension should be adhered to, both around the campus unit name and the whole (if presented as a lockup). 5 In instances where the master signature and the brand extension appear as a lockup, center align the two and use clear space requirements around the master signature and brand extension. 35

36 Brand Extension Identities 3.2 Specifications With Master Signature Stationery Only Below are technical specifications for sizing and placement of brand extensions alongside the master signature in stationery only. 2 The master signature should be 2x larger than (200% of) the height of the brand extension. 1 Brand extensions should never be presented without the master signature. 4 The minimum clear space required between the master signature and the brand extension is equal to the clear space requirement for the master signature. In most cases, however, it is acceptable for the brand extension to be presented much farther away from the master signature, so long as respective sizing and clear space requirements are adhered to. 3 D Alumni Association The brand extension should be 1/2 (50%) of the height of the master signature. In instances where the brand extension would be scaled below its minimum sizing requirement, the minimum sizing should be used instead. 5 Minimum clear space requirements for the master signature should be adhered to, both around the master signature and the lockup as a whole. In instances where the master signature appears on the same page as the brand extension but not as a lockup, use master signature clear space requirements around the master signature and brand extension clear space requirements around the brand extension. 36

37 Brand Extension Identities 3.3 Examples Brochure Below is an example of layout for a brand extension brochure. Pay special attention to the typesetting and placement of a brand extension name in conjunction with the master signature. 1 Adhere to master signature minimum sizing and clear space rules. The Kozmetsky Center of Excellence in Global Finance Year in review Each line of the brand extension name should be 1/3 larger than (166% of) the height of the master signature. 37

38 Brand Extension Identities 3.3 Examples Return Address Below is an example of a layout where the master signature and the brand extension name must sit together in a return address. Pay special attention to sizing and clear space requirements here. The entire return address should be presented in Helvetica 8pt. 1 In instances where the brand extension is dominant (ie., promotional usage), but the master signature would be scaled below its minimum sizing requirement at 66% of the brand extension s size, adhere to the master signature s minimum size requirement instead. Master brand specifications should always override any specifications below it. 38

39 Brand Extension Identities 3.4 Incorrect Usage Below are examples of incorrect usage of brand extension names. If you have any questions on how to typeset or use campus unit names, contact the Marketing Office, Mary Moody Northen Theatre Mary Moody Northen Theatre Mary Moody Northen Theatre DO: Always use the approved typeface. DON T: Reset brand extension in any font other than Helevetica LT Std Black Condensed and Light Condensed. DO: Always use the two approved typeface weights. DON T: Reset brand extensions in all one weight, or use incorrect differentiating weights. DO: Always use optical kerning. DON T: Designate negative kerning or letter spacing. Mary Moody Northen Theatre Mary Moody Northen Theatre Mary Moody Northen Theatre DO: Only line-break a brand extension name when absolutely necessary. The preferred line break for this brand extension is after the word Northen. When line-breaking, the name should be left-aligned, and auto-leading should be used. DON T: Line-break unless absolutely necessary and then, don t center-align the name or use anything other than auto-leading. Never hyphenate a campus unit name. DO: Always use brand extension color as specified. DON T: Modify brand extension color even if it s another primary brand color. DO: Always ensure that the brand extension is legible over its background. Reverse the name out in white when necessary. DON T: Place the brand extension in blue over a dark background. 39

40 4.0 Co-Brand Identities Co-brands involve independent organizations with distinct identities. Co-brand relationships are created when two or more separate organizations come together to solve a problem or pursue an opportunity that they could not accomplish independently. Co-brands should align with the core values of and the relationship should work to reinforce our reputation. The intent with integrating co-brands into our brand portfolio is not to detract from or dilute our master brand, but rather to partner with like-minded organizations to overcome challenges, enhance our students learning experience or serve target audiences we could not normally reach, while capitalizing on the unique strengths of each contributing brand. Co-brands typically exhibit the following traits: Both brands are separate entities and can operate with or without one another Both logos are strong enough to stand alone Both brands are brought together to solve a problem or pursue an opportunity 40

41 Co-Brand Identities 4.1 Overview Co-branding is the process of pairing another organization s established brand with our university identity. Who is Included in Co-Brands? (examples) Queen Margaret University Université Catholique De L Ouest Holy Cross Institute Partnership Marks In support of its mission, the university will increasingly engage in strategic partnerships with outside organizations. When communication materials are created to support these co-brand relationships, both organizations identities are used. The prominence of the St. Edward s master signature should be at least proportionate to its contribution to the partnership. Examples of partnership marks. In communication materials, the master signature would appear alongside these marks in a size and orientation proportionate to the contribution of to the partnership. Blended Marks The university may extend its reach through the endorsement/ acquisition of organizations or entities that are to remain independent while also serving the university s goals. In doing so, the university extends the use of its master brand to communicate the formal relationship and support of the organization. Endorsed marks will be developed on a case-by-case basis to emphasize St. Edward s support of the co-brand and ensure that the two identities work in harmony. Example of blended mark. Each mark has its own particular set of brand guidelines, which, as always, are subordinate to the master signature if the two appear together. 41

42 Co-Brand Identities 4.2 Partnership Marks Specifications Below are technical specifications for co-brands that are partnership marks. Pay special attention to relative sizing and clear space requirements when placing in layout. is an Equal Partner 2 At a minimum, the clear space around the master signature and around the logo lockup is equal to the height of the upper case D in St. Edward s. 1 In all co-branding situations, colors should consistent across all marks. All logos should either be full-color, one color, or reversed out. 3 4 In all co-branding situations, when partner logos are shown on a single line, they should be aligned on a center horizontal line. When the is an equal partner in an initiative, each logo in the grouping should be equal in size and in prominence. is the Dominant Partner is a Lesser Partner 5 When is the dominant partner in an initiative, the master signature should be larger and more prominent than all other partners. When is the lesser partner in an initiative, the master signature should be of equal size and prominence with lesser partners, but smaller in size and prominence than the dominant partner. 6 42