DeVry University s Keller Graduate School of Management Brand Guidelines

DeVry University s Keller Graduate School of Management Brand Guidelines

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

Branding Keller Graduate School of Managment

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

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.

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"

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

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, 17 2. 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

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, 23 2. 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

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.

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

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

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

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.

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. 15 60% 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

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) 2012-2013 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, www.ncahlc.org. 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. 2010 DeVry Educational Development Corp. All rights reserved. DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org. 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. 2010 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.

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 #005695 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 #000000 CMYK 0, 0, 0, 70 RGB 109,110,113 BIN HEX #6D6E71 Note: CMYK values are based from Adobe InDesign CMYK values.

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 1525 18 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 #687819 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.

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 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta Book LF Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ 19

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 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 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

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 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Archer Book Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXY 21 Archer Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXY Archer Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 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 0123456789 ABCDEF GHIJKLM N OPQRST UV WXYZ

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 email. It is a web-friendly font. Arial Regular abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Bold abcdefghijklmnopqrstuvwxyz 0123456789 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 email. It is a web-friendly font. Times Regular abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Bold abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXY Times Bold Italic abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ

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.

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.

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 120 125% 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.

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 32 + 33). 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.

Branding Keller Photography Samples of Keller photography 27

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.

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

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

Professional profile for expanding, strategic field 1 Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010 11 Edition, Human Resources, Training, and Labor Relations Managers and Specialist, on the Internet at www.bls.gov/oco/ocos021.htm (visited May 27, 2011). DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org. 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. 2010 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.

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

operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211. 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. 2011 DeVry Educational Development Corp. All rights reserved. 09-300120 6/11 75M In New York, DeVry University operates as DeVry College of New York. DeVry University is authorized for operation by the THEC, www.state.tn.us/thec. Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN 37211. 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. 09-800899 3/12 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 888.535.5370 Visit keller.edu or call 888.535.5370 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)

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, www.ncahlc.org. 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. 2010 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

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, www.ncahlc.org. 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. 2010 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

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.

Keller Graduate School of Management Voice

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

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.