ECKERD COLLEGE BRANDING GUIDELINES

ECKERD COLLEGE BRANDING GUIDELINES

Contents Introduction... p2 Contact... p3 Who to contact with design and writing questions, and the approval process. The Eckerd College Signature...p4 Identifying Eckerd College s existing branding elements. THINKOUTSIDE...p8 Identifying the THINKOUTSIDE campaign branding elements. Accessibility...p15 Explanations of how core elements are effectively used. Image Style...p16 Resource for using, acquiring and printing images. Applications...p17 Visual reference of core branding elements successfully applied to various projects. Paper & Printing... p26 Identifying which paper to use, assistance with vendor selection and print production. Guidelines and recommendation for in-house desktop projects. ECKERD COLLEGE BRANDING GUIDELINES 1

Introduction Dear Eckerd College community, In a visually based society overrun with logos and slogans available via countless technological platforms, it s more important than ever that organizations seeking recognition by consumers find a look and a message and stick with them. Establishing, then preserving, visual integrity is a key element in creating a consistent image. At Eckerd, our look is informed by the College mantra, THINKOUTSIDE. Applicable campus-wide, the visual elements not only speak to our emphasis on critical thinking and our beautiful Florida environment, but also apply to our focus on learning not only inside the classroom, but also outside the classroom in residence halls, eateries, student lounges, our campus beach and athletic fields, and through internships and other forms of experiential learning. In short, THINKOUTSIDE embodies the combination of location, curriculum and experiential learning that makes Eckerd unique. The following pages provide guidelines about Eckerd s visual identity and should serve as an early point of reference in planning for College materials. All THINKOUTSIDE visual elements should be used only in consultation with the Office of Marketing and Communications, members of which are happy to work with College departments and designers. Together we can achieve and maintain visual integrity and align our messages and visuals with the transformational experiences of our students, parents, alumni, faculty and staff. Valerie Gliem Executive Director, Marketing and Communications ECKERD COLLEGE BRANDING GUIDELINES 2

Contact The Office of Marketing and Communications is available to provide guidance to College departments for print, web and multi-media services. We are the campus resource for ensuring design and writing awareness and consistency. Please contact the Office of Marketing and Communications with any questions or needs. Valerie Gliem Executive Director, Marketing and Communications 727-864-8408 / gliemvm@eckerd.edu Casey Paquet Director, Marketing, Communications and Web Services 727-864-7987 / paquetcd@eckerd.edu Alizza Punzalan-Randle Director, Community and Media Relations 727-864-7978 / punzalat@eckerd.edu Dawn Ellenburg 86 Creative Director 727-864-8874 / ellenbdr@eckerd.edu ECKERD COLLEGE BRANDING GUIDELINES 3

The Eckerd College Signature The Eckerd College Signature is a combination of the shell icon and the Eckerd College logotype. The shell icon represents the Pacific Trumpet Triton, a rare gastropod found in the Pacific Ocean. As one of three elements within the Eckerd College brand (see page 9), the Eckerd College Signature and its consistent use will promote and contribute in distinguishing Eckerd College. These elements are in a locked configuration and are not to be adjusted at any time without expressed permission of the Office of Marketing and Communications. The Signature must appear in every piece of material that is created for the promotion of Eckerd College in any fashion. Including but not limited to internal and external materials. > The Signature should be produced exactly as shown and should never be altered in any way without permission from the Office of Marketing and Communications. ECKERD COLLEGE BRANDING GUIDELINES 4

The Eckerd College Signature Print Dimensions The application should not be used in sizes that proportionally exceed the parameters outlined here as the quality of the Signature will not reproduce properly. See below right for smallest application for print use. Equal X Exclusion zone = X around entire Signature > For exceptions and questions, or to obtain high quality electronic files, please contact the Office of Marketing and Communications. Equal 1/2 X OFFICE OF THE REGISTRAR Signature and Unit Name. The unit name should always appear in Bembo all caps with special attention paid between the letter R and other characters. 2 5 / 32 7 / 16 Smallest usage. Whenever measuring the shell, one should measure from the left most point to the right most point as shown above. ECKERD COLLEGE BRANDING GUIDELINES 5

The Eckerd College Signature Color Control The combination of PMS 5483C and black OR PMS 7474U and black creates a distinct style which is both simple to use and powerful through its simplicity. The colors specified are not to be transposed nor are any other colors to be used. See page 7 (Improper Uses) for more detail. The Eckerd College logotype has been custom kerned. Do not attempt to typeset. It appears 100% black. > Please contact the Office of Marketing and Communications for color approval not outlined in this document. Uncoated Stock Application When using the Eckerd College Signature on uncoated stock, the uncoated color palette recommended color combination for 2-color printing is PMS 7474U + black. On stationary materials the shell is always to be 100% solid PMS 7474U. Do not specify any percentages. Coated Stock Application When using the Eckerd College Signature on coated stock, the recommended color combination for 2-color printing is PMS 5483C + black. 4 Color Applications Coated Stock Application When printing the Eckerd College Signature in 4-color process or digital printing process, the recommended color combination is a 4-color build of PMS 5483C (62% cyan, 0% magenta, 21% yellow, 31% black). coated color palette Signature Use with Backgrounds or Colors When the Eckerd College Signature is reproduced on a background color or image, it should be treated as follows. Dark Backgrounds Dark backgrounds are defined as colors or images that read darker than 40% black in tone. The preferred Eckerd College Signature that should be applied is the reversed white or knocked out logo. Light Backgrounds Light backgrounds are defined as colors or images that read lighter than 40% black in tone. The preferred Eckerd College Signature that should be applied is the appropriate two color PMS + black version. If using the two color logo isn t possible due to print constraints, using a 100% PMS or 100% black logo is preferred. Preferred two color application Preferred one color application Preferred one color application >40% shade Preferred dark background application Black PMS7474U Black PMS5483C White Background The Signature should be printed in the appropriate two color PMS + black version on a white background. If using the two color logo isn t possible due to print constraints, using a 100% PMS or 100% black logo is preferred. <40% shade Preferred light background application ECKERD COLLEGE BRANDING GUIDELINES 6

The Eckerd College Signature Improper Uses Unacceptable variations or alterations. To preserve the visibility and integrity of the Eckerd College Signature, it is important to consistently apply the logo. Do not reposition the Signature. Do not alter the colors. The Signature is fundamental to the overall look of Eckerd College and should never be compromised. Being aware of improper usage shown here protects the integrity of the Signature. Do not outline the Signature. Do not fill the Signature with a photo element or pattern. > Always reproduce the logo from original electronic files provided by the Office of Marketing and Communications. If you have questions regarding usage, please contact the Office of Marketing and Communications. Do not scan or use a Signature that hasn t been provided by the Office of Communications. Eckerd College Do not alter the type. No font substitutions are permitted. Do not use special effects, outlines, glows. Contact the office of communications for approval. Do not apply the Signature to a background that distracts from clarity and legibility. Do not change or distort the proportions of the Signature in any fashion. Do not place the Signature inside a box, frame or shape. ECKERD COLLEGE BRANDING GUIDELINES 7

THINKOUTSIDE Core Elements The THINKOUTSIDE Campaign consists of four key graphic elements. The THINKOUTSIDE wordmark, the Eckerd College wordmark, the Web Dialogue element and the Recycled element. Consistent use of these elements assist an audience in immediately identifying Eckerd College s message and establish recognition. THINKOUTSIDE Wordmark The THINKOUTSIDE wordmark is the primary element in the THINKOUTSIDE campaign. This element should be featured prominently in all external pieces used in promoting Eckerd College. For usage guidelines see pages 9-10. Eckerd College Wordmark The Eckerd College wordmark is also a critical element in establishing recognition. This element is important as it easily identifies Eckerd College and its location. This element should also be featured prominently in all external pieces used with the THINKOUTSIDE wordmark. The wordmark is not to be used in lieu of the Eckerd College Signature, which is required to appear on all pieces. For usage guidelines see pages 9-10. Web Dialogue Element The Web Dialogue element is a secondary graphic used in assisting an audience in finding a web address for more information. Consistent use of this element allows the viewer to quickly identify a web address when needed. This element should remain in PMS 632 and PMS 153, unless the reversed version is applicable (see pages 22-23). Recycled Element See Paper & Printing page 26 for appropriate usage. > These elements should be produced exactly as shown and should never be altered in any way without permission from the Office of Marketing and Communications. Please contact Dawn Ellenburg in the Office of Marketing and Communications, 727-864-8874 to receive these elements in an appropriate format. THINKOUTSIDE wordmark. Eckerd College wordmark. Learn more www.sampleaddress.com Web dialogue element. Learn more www.sampleaddress.com One color web dialogue element. Learn more www.sampleaddress.com Alternate web dialogue element. Learn more www.sampleaddress.com Reversed web dialogue element. Recycled element. ECKERD COLLEGE BRANDING GUIDELINES 8

THINKOUTSIDE Core Elements Print Dimensions The application should not be used in sizes that proportionally exceed the parameters outlined here as the quality of the elements will not reproduce properly. O Exclusion zone = height of O character surrounding entire wordmark When using the reversed version of the THINKOUTSIDE wordmark, the T character or the E character should bleed off of either the right or left side of the image it is featured in. See page 20 for examples. Smallest usage. Since this wordmark is the title of the campaign, it is possible that this element could be used within body copy. Pay special attention to legibility when reducing this wordmark. For maximum emphasis, allow tonal differences within the image and Eckerd College wordmark to dictate the placement of the wordmark (right or left side of image). CExclusion zone = height of C character surrounding entire wordmark > For exceptions and questions, or to obtain high quality electronic files, please contact the Office of Marketing and Communications. Smallest usage. To preserve legibility this wordmark should not be produced smaller than 2" unless permission is granted by the Office of Marketing and Communications. ECKERD COLLEGE BRANDING GUIDELINES 9

THINKOUTSIDE Core Elements Color Control Signature Use with Backgrounds or Colors When the THINKOUTSIDE or Eckerd College wordmark is reproduced on a background color or image, it should be treated as follows. Dark Backgrounds Dark backgrounds are defined as colors or images that read darker than 40% black in tone. The preferred element that should be applied is the reversed white or knocked out logo. Light and White Backgrounds Light backgrounds are defined as colors or images that read lighter than 40% black in tone. The preferred THINKOUTSIDE wordmark that should be applied is the one color PMS 632. If using the one color logo isn t possible due to print constraints, using the 100% black logo is acceptable. The preferred Eckerd College wordmark that should be applied to a light background is the two color PMS 632 and 100% black version. If using the two color logo isn t possible due to print constraints, using the 100% black logo is acceptable. Preferred one color application Alternate one color application Preferred dark background (>40% shade) application Preferred light background (<40% shade) application Preferred two color application Preferred dark background (>40% shade) application PMS632 PMS124 PMS153 PMS7496 PMS390 PMS418 *For 4 color process please use the cmyk build for PMS 418 listed below. Cyan 33% Magenta 23% Yellow 34% Black 68% Preferred one color application Alternate one color application Preferred light background (<40% shade) application ECKERD COLLEGE BRANDING GUIDELINES 10

THINKOUTSIDE Core Elements Improper Uses Unacceptable variations or alterations. To preserve the visibility and integrity of the THINKOUTSIDE campaign, it is important to consistently apply the elements. Being aware of improper usage shown here protects the integrity of the THINKOUTSIDE logos. THINKOUTSIDE Do not recreate or modify the wordmark. THINKOUTSIDE Do not use multiple colors in the wordmark as it should remain PMS632, 100% black or reversed in white. > Always reproduce the logo from original electronic files provided by the Office of Marketing and Communications. If you have questions regarding usage, please contact the Office of Marketing and Communications. Do not change or distort the proportions of the wordmark in any fashion. Do not outline the wordmark. EckerdCollege on FLORIDA s GULF COAST Do not alter the type. No font substitutions are permitted. Do not fill the wordmark with a photo element or pattern. Do not alter the colors. ECKERD COLLEGE BRANDING GUIDELINES 11

THINKOUTSIDE Core Elements / Typography Typography The THINKOUTSIDE wordmark is adapted from the typeface Gotham Light and Gotham Medium. Always use the approved graphic for the THINKOUTSIDE wordmark, do not recreate the logotype using the Gotham family or any similar typeface. Gotham Light Gotham Book Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abdcefghijklmnopqrstuvwxyz1234567890!?., ; ABCDEFGHIJKLMNOPQRSTUVWXYZ abdcefghijklmnopqrstuvwxyz1234567890!?., ; ABCDEFGHIJKLMNOPQRSTUVWXYZ abdcefghijklmnopqrstuvwxyz1234567890!?., ; Typography Styles When using the THINKOUTSIDE typefaces in print, it is important to implement design styles. Utilizing these styles will give a consistent feel to all materials produced by Eckerd and helps establish brand familiarity. Headlines, Subheads and Body Copy Gotham Medium is appropriate for heads, subheads and emphasizing items in body copy. Goudy is appropriate body text. Clarendon bold is appropriate for emphasizing smaller items such as sidebars or numbers within the text. Goudy Clarendon Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abdcefghijklmnopqrstuvwxyz1234567890!?., ; ABCDEFGHIJKLMNOPQRSTUVWXYZ abdcefghijklmnopqrstuvwxyz1234567890!?., ; Paragraphs Paragraphs should be set flush left without indenting the first line. Avoid hyphenation if possible. ECKERD COLLEGE BRANDING GUIDELINES 12

THINKOUTSIDE Core Elements / Typography Typographic Treatments Emphasis can be placed on elements through the use of various type treatments and styles. The sample page (right) illustrates correct usage of multiple typefaces and color for emphasis. Headline style consists of Gotham Light and Gotham Medium all caps. Differentiating A character to repeat THINKOUTSIDE style Gotham Light used for intro. Use of color and all caps emphasizes points of interest within intro Goudy and Gotham Book all caps with color change for emphasis within body text Clarendon Bold used for pulled quote with Gotham Medium used in identifying information Gotham Book and Gotham Medium used within web dialogue element. ECKERD COLLEGE BRANDING GUIDELINES 13

THINKOUTSIDE Core Elements / Design Print Oversized (9.75"x12.5") Brochure Sample Spread.25" white border around top, left and bottom sides as image bleeds off the right side of the page. If bleeding the image isn t possible, maintain.25" border throughout..25" knock-out in top of image to identify section subhead ( Hands-on Learning ). Intro copy is placed inside a white box emphasized with a PMS 153, 1pt dashed rule. Rule begins.625" from edge of white box, while text begins.125" from edge of orange rule. i Using 6 column grid structure allows for consistent column widths in body copy, placing point of interest in smaller column (see left page More than 60%...). ECKERD COLLEGE BRANDING GUIDELINES 14

Accessibility Accessible print design should be clean, simple, uncluttered and have the ability to attract a wide audience. Designing something that is accessible to everyone is virtually impossible. However, the guidelines set forth allow Eckerd College s communications to be as accessible to as many different people and age groups as possible while remaining visually exciting. Color When selecting color it is critical that there is enough contrast between the information and the background/image. Contrast Using dark text on white backgrounds and white or light text on dark backgrounds provide enough tonal difference to clearly communicate information. Placing smaller text on images may make the information hard to read. Place text on images sparingly to increase emphasis. The background should always have high contrast in relation to the text. Type size The recommended minimum type size is 9 point. If appropriate to your audience, a smaller type size may be acceptable. Please contact the Office of Marketing and Communications for permission. Capital letters When setting text in capital letters it is important not to over use this technique. Too much text in all caps makes the information difficult to read. Using strong color to add emphasis is a good alternative. Leading Leading is the space between lines of text, measured from baseline to baseline. If leading is too narrow or too wide, the text will be difficult to read. The leading should be a minimum of 2 point sizes larger than the type size. Word Spacing, Letter Spacing and Horizontal Scaling Altering the letter spacing or compromising the proportions of the type should be avoided as the text will become distorted or difficult to read. Typography Style Well-designed typography strengthens and correct element usage adds consistency and character to Eckerd College s communications. Eckerd s style is strong, clean and simple. Headlines should be limited in characters and instantly recognizable. Intro text and quotes or facts act as a summary of the content or key messages. Body copy should be flush left, ragged right. Adhering to these styles will give a consistent and unified appearance to all the materials produced by Eckerd College. ECKERD COLLEGE BRANDING GUIDELINES 15

Image Style Photography Photography is an important element in communicating the energy of Eckerd College. The images used in promoting Eckerd should highlight the emotion and environment surrounding Eckerd College. Incorporate images that offer a creative perspective through subject matter, cropping or unusual angles. Try to use images that portray Eckerd College in spontaneous, observational settings versus using staged photography. Please be careful to avoid images that might be considered by some audiences to be cliché, offensive, alienating, or racial/gender stereotypical. Prominently featuring one or two large images is a more effective design device opposed to multiple small images. See Applications beginning on page 17 for successful image use. Images can be reproduced in full color and black and white. Images used for printed materials must be printed at 300 dpi. Our image library contains approved photography that may be available for your communications. > Please contact the Office of Marketing and Communications for image requests and image approval. Images (right) are examples of photography displaying the traits listed above. ECKERD COLLEGE BRANDING GUIDELINES 16

At EckErd, we re not limited by traditional ideas duis dolore Applications Print Full-page Ad, Visual Print Full-page Ad, 1 color.25" white border around all four sides surrounded by a black.5pt stroke. The information is organized using a 6 column grid. Emphasis is visually placed on images in both versions through size and positioning in the ad. Tonal contrasts within the image and text dictate the placement of the reversed (white) element used for maximum legibility. te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc 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 conse quat. duis autem vel eum iriure dolor. At EckErd, we re not limited by traditional ideas duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc 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 conse quat. duis autem vel eum iriure dolor. 4200 54th Avenue South St. Petersburg, Florida 33711 www.eckerd.edu 800-456-9009 4200 54th Avenue South St. Petersburg, Florida 33711 www.eckerd.edu 800-456-9009 ECKERD COLLEGE BRANDING GUIDELINES 17

Learn more www.thinkeckerd.com/life Applications Print Half-page Ad, Visual Half-page Ad, 1 color Half-page Ad, 1 color At EckErd, we re not limited by traditional ideas duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. At EckErd, we re not limited by traditional ideas duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipisc exerci tation ullamcorper suscipit lobortis nisl ut ing elit, sed diam nonummy nibh euismod tin aliquip ex ea commodo consequat.duis autem vel cidunt ut laoreet dolore magna aliquam erat volu eum iriure dolor in hen drerit in vulputate velit tpat. Ut wisi enim ad minim veniam, quis nostrud esse molestie consequat. vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel odio dignissim qui ad minim veniam, quis nostrud eum iriure dolor in hendrerit in vulputate exerci tation. cidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud At EckErd, we re not limited by traditional ideas duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. 4200 54th Avenue South St. Petersburg, Florida 33711 www.eckerd.edu 800-456-9009 4200 54th avenue South St. Petersburg, Florida 33711 800-456-9009.25" white border around all four sides surrounded by a black.5pt stroke. Print Half-page Ad, Informational 4200 54th Avenue South St. Petersburg, Florida 33711 www.eckerd.edu 800-456-9009 The information is organized using a 3 column grid. Emphasis is visually placed on images in both versions through size and positioning in the ad. Tonal contrasts within the image and text dictate the placement of the reversed (white) element used for maximum legibility. At EckErd, we re not limited by traditional ideas duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipisc elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer adipisc exerci tation ullamcorper suscipit lobortis nisl ut ing elit, sed diam nonummy nibh euismod tin aliquip ex ea commodo consequat.duis autem vel cidunt ut laoreet dolore magna aliquam erat volu eum iriure dolor in hen drerit in vulputate velit tpat. Ut wisi enim ad minim veniam, quis nostrud esse molestie consequat. vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel odio dignissim qui ad minim veniam, quis nostrud eum iriure dolor in hendrerit in vulputate exerci tation. cidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Learn more www.thinkeckerd.com/life 4200 54th avenue South St. Petersburg, Florida 33711 800-456-9009 ECKERD COLLEGE BRANDING GUIDELINES 18

Applications Print Quarter-page Ad, Color Print Quarter-page Ad, 1 color.125" white border around all four sides surrounded by a black.5pt stroke. The information is organized using a 2 column grid. Emphasis is visually placed on images through size and positioning in the ad. AN ECKERD COLLEGE EXPERIENCE IS NOT ABOUT TEACHING STUDENTS A RIGID SET OF FACTS. As one of The Princeton Review s Best 368 Colleges and one of 40 schools featured in Colleges That Change Lives, ECKERD S FIRST PRIORITY IS TO TEACH STUDENTS HOW TO LEARN. In a world where the only constant is change, the best education is one that prepares you for the how, not the what. One that challenges you to look beyond what is known, to study old truths from fresh angles. One that takes you to places you never dreamed you would go. An education that teaches you to think outside. Eckerd College. THINKOUTSIDE. www.eckerd.edu/thinkoutside AN ECKERD COLLEGE EXPERIENCE IS NOT ABOUT TEACHING STUDENTS A RIGID SET OF FACTS. As one of The Princeton Review s Best 368 Colleges and one of 40 schools featured in Colleges That Change Lives, ECKERD S FIRST PRIORITY IS TO TEACH STUDENTS HOW TO LEARN. In a world where the only constant is change, the best education is one that prepares you for the how, not the what. One that challenges you to look beyond what is known, to study old truths from fresh angles. One that takes you to places you never dreamed you would go. An education that teaches you to think outside. Eckerd College. THINKOUTSIDE. www.eckerd.edu/thinkoutside Tonal contrasts within the image and text dictate the placement of the reversed (white) element used for maximum legibility. i Using fewer elements (bolding text, color within the text) assists in legibility as the ad size decreases. 4200 54th Avenue South St. Petersburg, Florida 33711 727-864-8331 (local) 800-456-9009 (toll-free) 4200 54th Avenue South St. Petersburg, Florida 33711 727-864-8331 (local) 800-456-9009 (toll-free) ECKERD COLLEGE BRANDING GUIDELINES 19

Application / Brochure Covers Print Oversized (9.75"x12.5") Brochure Print 6.5"x9" Brochure Print 4"x9" Brochure i The example above left (Print 6.5"x9" Brochure) shows the E character in THINKOUTSIDE bleeding off the right side of the page. The example above right (Print 4"x9" Brochure) shows the T character in THINKOUTSIDE bleeding off the left side of the page. See page 9 for more information..25" white border around top, left and bottom sides as image bleeds off the right side of the page. If bleeding the image isn t possible, maintain.25" border throughout. > Contact the Office of Marketing and Communications to request the word mark that is already adjusted for bleeding, please set-up all elements and images that bleed to allow.125" for trim. Tonal differences within the image and text dictate the reversed (white) elements use for maximum legibility. ECKERD COLLEGE BRANDING GUIDELINES 20

Application / Sample Program Brochure Cover Print 6.5"x9" Brochure ASPEC ACADEMY OF SENIOR PROFESSIONALS AT ECKERD COLLEGE PROGRAM FOR EXPERIENCED LEARNERS AT ECKERD COLLEGE 1 The program name is set in Gotham Medium 13pt. all caps. The program name is flush right and centered in the 1 inch color band..25" white border around top, left and bottom sides as image bleeds off the right side of the page. If bleeding the image isn t possible, maintain.25" border throughout. ECKERD COLLEGE BRANDING GUIDELINES 21

Application / Oversized Postcard Print 4 Color Oversized (10"x6") Postcard Front and back mailing panel. i Back panel includes information and mailing panel. Note correct application of tonal difference in text and background allows for readability..25" white border around top, left and bottom sides as image bleeds off the right side of the page. If bleeding the image isn t possible, maintain.25" border throughout. Please secure postal approval for all self mailing pieces as postal regulations are constantly changing. Front Back ECKERD COLLEGE BRANDING GUIDELINES 22

Application / 4x6 Postcard GETGOODADVICE Eckerd professors are serious authors, artists, scientists and scholars whose work often benefit their students. Take Chemistry Professor Reggie Hudson, for example. Dr. Hudson won a $1 million grant from NASA for solar system exploration. Thanks to him, Eckerd students get to do research at NASA s Goddard Space Flight Center in Greenbelt, Maryland. Very few undergraduates ever see the inside of this lab, much less work there. 4200 54th Avenue South St. Petersburg, Florida 33711 www.thinkeckerd.com 727-864-8331 (local) 800-456-9009 (toll-free) Non-Profit Org. U.S. Postage PAID St. Petersburg, FL Permit No. 5196 Faculty Mentors. Just another way we THINKOUTSIDE. Make plans to visit campus now at www.thinkeckerd.com/mentors. Front: Literature Professor Dr. Julie Empric and junior Elizabeth Renihan first met when Liz won a Freshman Research Associateship to do theatre research with Dr. Empric. Dr. Empric is now Liz s academic mentor. Front Back Print 4 Color 6"x4" Postcard. Front and back mailing panel. i When using the THINKOUTSIDE campaign elements in a format 6"x4" or smaller it is appropriate to reduce the white edge around the image or background from.25" to.1875".1875" white border around top, left and bottom sides as image bleeds off the right side of the page. If bleeding the image isn t possible, maintain.1875" border throughout. Note visibility of the Eckerd College Signature on the mailing panel. Please secure postal approval for all self mailing pieces as postal regulations are constantly changing. ECKERD COLLEGE BRANDING GUIDELINES 23

Application / Stationery Print 2 Color 8.5"x11" Letterhead. Print 2 Color (PMS 7474 and 100% Black) 9"x12" Envelope. 3" 2.5".5".3".7" 2.125" OFFICE OF ADMISSION OFFICE OF ADMISSION 4200 54th Avenue South St. Petersburg, Florida 33711 Print 2 Color #10 Envelope..3" 2.125" OFFICE OF ADMISSION 4200 54th Avenue South St. Petersburg, Florida 33711 2.125".2".625".75" 3.4".33".75" 1" 3.385" 1.73" 4200 54th Avenue South, St. Petersburg, Florida 33711 727.864.8331 800.456.9009 727.866.2304 fax www.eckerd.edu admissions@eckerd.edu.165".89" ECKERD COLLEGE BRANDING GUIDELINES 24

Application / Specialty Items Specialty Applications When applying the THINKOUTSIDE campaign element to a specialty item, the secondary Eckerd College wordmark (on Florida s Gulf Coast) needs to be applied as well. Legibility is critical when applying these elements to specialty items. Successful use of color and contrast will assist in achieving a clear message. For items that require that the elements be used smaller than the acceptable dimensions outlined on page 9, please contact the Office of Marketing and Communications for guidance and approval. ECKERD COLLEGE BRANDING GUIDELINES 25

Paper & Printing Paper When choosing printers and paper it is important to convey Eckerd College s awareness of it s environmental responsibility. Professional printing Choose paper that is 30 100% post-consumer waste (PCW), from sustainable sources, Forest Stewardship Council (FSC) certified and/or made by renewable energy. Use non-toxic water-based vegetable or vegetable-based soy inks with organic pigment containing no VOC (Volatile Organic Compounds) and packaged in vacuum-sealed reusable containers. Digital printing is a more economical solution for smaller quantities and is an environmentally friendlier process as it avoids chemicals in the traditional printing processes. Professional printing stock > Contact the Office of Marketing and Communications for assistance in selecting a paper suited for your particular project. When using heavy ink coverage an overall dull aqueous or varnish is recommended to help expedite the drying process and prevent smudging. When using the Recycled logo on a piece of printed material, please attempt to include the process details and statistics. See example below. This brochure is printed on Sappi Opus Dull paper, which contains 30% Post-Consumer Waste. This paper meets the Forest Stewardship Council s standards for responsible forest management and use of resources. 100% of the electricity used to manufacture this paper is Green-e certified renewable energy. The inks used on the printing of this brochure are vegetable-based with organic pigment containing no VOC (Volatile Organic Compounds) and are packaged in vacuum-sealed reusable containers. To read more on Eckerd s sustainable practices, go to www.eckerd.edu/green Desktop printing stock A wide range of paper colors and quality from budget to premium ranges are available for purchase though many office supply stores. Paper available includes many environmentally friendly, recycled or FSC accredited papers. Please consider Eckerd College s environmental responsibilities when choosing appropriate stocks. Each printer can provide their environmental certifications and practices upon request. The Office of Marketing and Communications is available to assist in selecting printers. ECKERD COLLEGE BRANDING GUIDELINES 26