Clayton State University Identity Standards

Transcription

1 Clayton State University Identity Standards Revised June 2014

2 Clayton State University is an amazing place! The offices of Marketing & Communications and Public & Media Relations strategically promote the achievements of our students, the accomplishments of our faculty and staff, and the recognition of our institution. We share the Dreams. Made Real. experience with target audiences and celebrate success with valued stakeholders. Our team is ready to assist you and your department with a variety of services. Please place us first on your contact list as you think about publicity, prepare for events, require print materials, desire website development, need photography, or plan advertising. Staff members can consult with you to produce results that fulfill your vision and convey the University s identity and brand. By applying marketing and public relations expertise to your projects, we can maximize utilization of resources and assure that the University is always presented in a positive and professional manner. Our team strives to be responsive, creative, and supportive. We look forward to being part of the outstanding endeavors you will initiate. Effective, consistent, and frequent communication will help us all to attain our outreach objectives. We connect with our internal campus population, as well as external constituents such as prospective students, donors, the community, and an expanding marketplace through a broad array of digital, traditional, outdoor, and broadcast media. We look forward to working with you. Dolores Cox Director Marketing and Communications John Shiffert Director Public and Media Relations 2

3 CONTENTS Section 1: Marketing, Advertising, and the University Brand...4 Section 2: Objectives and Benefits...6 Section 3: The University Name, Seal, Logo, and Colors...9 Section 4: Business Cards, Stationery, Digital Communication, and Name Badges...13 Section 5: Public and Media Relations...21 Section 6: Photography and Videography

4 Section 1: Marketing, Advertising, and the University Brand The Office of Marketing and Communications has primary responsibility for the University s visual identity. This includes all printed materials, requests for logo usage, web sites, photography, and promotional videography. Marketing and Communications is the first point of contact when planning for any of these items. Working with the Office of Marketing and Communications will assure that all your materials present a consistent image and meet brand standards. Written materials and news releases are prepared using Associated Press (AP) style guidelines. The Marketing and Communications staff provides professional marketing, writing, editing, graphic design, website design, and photography services free of charge to departments on campus. Please visit for more information on producing print and digital materials, processes, and timelines, as well as convenient online request forms. Marketing The Marketing Advisory Council (MAC) represents all campus units involved in marketing efforts. Council representation includes: Academic Outreach (Distance Learning, Dual Enrollment, Fayette & Henry Instructional Sites, Honors Program, International Programs) Athletics Auxiliary Services College of Arts and Sciences College of Business College of Health College of Information and Mathematical Sciences Enrollment Management and Academic Success Marketing and Communications Orientation and New Student Programs Public and Media Relations School of Graduate Studies Spivey Hall Student Affairs / Housing and Residence Life Undergraduate Recruitment and Admissions 4

5 The Council oversees the University s Integrated Marketing Plan which articulates marketing objectives that support the University s Strategic Plan and mission. Advertising One of the key functions of the Marketing Advisory Council is to integrate advertising and coordinate advertising campaigns. The group collaborates on selecting types of advertising best suited to target audiences, developing a robust media mix, and working collaborations, achieving strategic marketing objectives. The Council seeks to maximize outreach, avoid duplication, combine promotions, and more effectively utilize resources (including but not limited to budgetary resources). All university ads for publicity should be created or approved by the Office of Marketing and Communications. Ads should contain the University s logo, web address, and appropriate brand elements. Priorities for advertising will be guided by the Integrated Marketing Plan and evaluated by the Marketing Advisory Council. The University Brand Clayton State University s brand is Dreams. Made Real. All internal and external materials produced for University audiences should be created by or receive approval from the Office of Marketing and Communications. Complete information about the brand, including the brand portfolio, the brand creative guide, brand attributes, color palette, taglines and all associated usage requirements may be viewed at This site enables the University in gaining a better understanding of how individual campus units fit in the overall brand and identity architecture of the University, and why that identity should be maintained. This enables the University, as well as individual academic units and departments, to ensure quality, consistency, and a unified brand identity. Also, on this site are examples of how a unified appearance can be maintained while still providing a unique look. Please contact the Office of Marketing and Communications when planning for materials, events, invitations, publications, posters, flyers, announcements, or websites. Our department is dedicated to making the best use of available resources and to meeting the needs of the campus community. 5

6 Section 2: Objectives and Benefits By clearly communicating who we are to all of our audiences we can collectively and effectively reach these goals: Position the University in the marketplace Raise the University s profile in the region Communicate as a whole instead of a part Connect with alumni Boost our brand Cultivate potential donors Recruit prospective students Attract qualified faculty & staff Sustain relationships with current students Why Have Identity and Communications Standards? Every visual image and every form of communication presents an opportunity to acquaint our audiences and constituents with Clayton State University. Speaking about our values with one voice and providing a message that is shaped through consistency will help our University to reinforce the strengths we wish to portray. An identity is more than a logo, colors, and fonts. It is everything we produce that contains or displays the name of the University. The look and feel of Clayton State University materials whether those are publications, posters, advertisements, videos, social media pages, or websites show our personality and points of pride. When individual units or departments seek their own individual representation or logo rather than that of the University, those multiple images dilute the overall impression of the institution and therefore dilute the identity. This also can confuse prospective students, alumni, potential donors, and the community and other stakeholders. A unified identity will happen when all of our communications efforts support and sustain the brand message as well as the visual elements which identify our institution. Working together, we can maximize utilization of vital resources and achieve collaborative outcomes. Our collective efforts will reinforce our brand outreach and will result in significant benefits: more prospective students who want to attend the University, more faculty who want to teach here, more staff who want to work here, more donors who want to contribute to Clayton State, and more engagement from our community. 6

7 Approval and Usage The standards and processes associated with identity and communications are administered through the Division of External Relations. The Office of Marketing and Communications oversees the University s logo usage, promotional materials, publications, graphic design, photography, and web design/management. The Office of Public and Media Relations serves as the official media contact for the University and handles writing of news and feature stories, interviews, and manages the University s official social media channels. This guide is designed to outline Clayton State University s identity standards in a concise format and to offer assistance in producing and presenting materials and information that convey the University message with accuracy and quality. Who Owns the University s Logos? University identity marks are the property of the Board of Regents of the University System of Georgia and are registered trademarks. The Board of Regents sets guidelines for how the marks can be used and requires that individual institutions assume responsibility for monitoring and protecting such usage. These guidelines apply to anyone who might use a Clayton State University identity mark: faculty, staff, students, departments, internal and external organizations, printers, businesses, and vendors. Authorization for appropriate and accurate use of Clayton State s identity marks is essential to compliance with Board of Regents policy as well as to positively promoting the University. Guidelines for Use of University System Trademarks* Trademarks* bearing reference to the University System of Georgia or any of its educational institutions shall not be depicted upon or affixed to any services, goods, or items in a manner which may cause embarrassment or ridicule to the Board of Regents or its institutions. University system trademarks shall not be licensed for the manufacture, sale, promotion, advertisement, or distribution of the following services, items, materials, or articles: a) alcoholic beverages b) religious services, goods, or artifacts c) sexually-oriented devices or goods d) goods which make unfavorable reference to the race, sex, national origin, or handicap of any person e) toilet seats and the like 7

8 f) any item which does not meet minimum standards of quality and good taste as determined solely by the Board of Regents *For purposes of this policy, the term trademark* shall include all trademarks, trade names, seals, symbols, slogans, emblems, designs, and logotypes developed by or associated with the University System or any of its institutions or representative of the same, whether registered, or not yet registered by the Board of Regents under federal and state trademark statutes (as referenced in BOR policy Trademarks). Licensing and Merchandising University units which purchase merchandise that promotes the University should contact The Loch Shop university store as their initial resource for collaborative purchasing. All designs and creations for merchandise should reflect identity and brand guidelines. All reproductions should be at a high level of quality. Questions regarding licensing and merchandising should be addressed to Auxiliary Services or to the Vice President for Business and Operations. 8

9 Section 3: The University Name, Seal, Logo, and Colors Please note that illustrations of the seal and logos in the section are not intended for reproduction. Artwork will be provided upon approval of requests for appropriate usage. University Name The University name is Clayton State University. The entire name should be used in all references to the University. Clayton State may be used as a secondary reference when the full name has been used preceding it. Avoid using CSU except in situations where space is an issue for text. University Seal The official University seal is a legally protected trademark reserved for use primarily on official documents such as diplomas, transcripts, awards, certificates, certain institutional literature such as the academic catalog, and items produced by the President s Office. The Office of Marketing and Communications and/or the President s Office must approve other uses. The seal should not be used for marketing or other promotional purposes. The current University seal was last updated in The seal must be reproduced from authorized original illustrations and should not be scanned, redrawn, or modified in any way. Do not use parts of the seal to create other logos or artwork. The Office of University Marketing and Communications will provide a digital file for approved uses. The seal may be printed in black, blue, white (reverse from solid background), or gold. The seal may be foil stamped (silver or gold) or embossed. Official University Seal: University Logo The official University logo is a legally protected trademark appearing on stationery products, brochures, and official publications representing Clayton State University. The Office of Marketing and Communications must approve other uses. The current University logo was last updated in

10 The logo must be reproduced from authorized original illustrations and should not be scanned, redrawn, or modified in any way. Do not use parts of the logo to create other logos or artwork. The Office of Marketing and Communications will provide the appropriate digital file format for approved uses upon request. A high-resolution, print quality digital logo file is reserved for printing and publications. A highresolution logo file should not be used on any website. Web quality, low-resolution logo files may be requested for usage in website applications. A digital logo file can easily be distorted if not properly sized. Use care when enlarging or reducing the logo file. The official logo colors for Clayton State University are Laker Blue and Georgia Clay. The official logo is two colors consisting of blue letters with blades of orange. The two-color logo should not be used on a black background. When printing a document or brochure in black ink, do not use the two-color logo; the quality will be diminished. Black is not to be used with Georgia Clay (orange) as a second color for the logo. An alternate two-color logo may be used on a navy blue background only. The logo consists of white letters with ripples of orange. This two-color logo should not be used on a black background. The color combination may not be reversed (i.e., orange letters and blades of white). When printing the logo in a single color, only the following one-color options are approved: blue, black, or white (reversed out of an appropriate background). The black logo should always be used when printing only in black. Georgia Clay is not to be used as a single color for the logo. 10

11 The logo may be foil stamped (silver or gold) or embossed. Departments and schools should not develop other logos or graphic art representations which will compete with the official University logo. The official University logo with the department name below is the only approved format. College of Arts and Sciences The logo is not to be used on the same page with the official University seal. The logo, which represents Clayton State University, is for use only by the faculty and staff of the institution. Requests for any other usage of the logo must be submitted to the Office of Marketing and Communications. The logo should not be released to vendors for preparation of proposals, presentations, or other materials. Official Colors The official University school colors are navy blue and orange. Please refer to the chart below for color matching codes. Color combinations which reflect official colors of other institutions should be avoided when preparing materials that will represent Clayton State University. PowerPoint Templates A selection of PowerPoint templates is available for use by faculty and staff on 11

12 The Athletics Spirit Mark Logo Clayton State s athletic symbol is a legally protected trademark reserved for use by intercollegiate athletics. Requests for any other usage must be approved by the Athletic Director or the Office of Marketing and Communications. The official athletics logotypes should be reproduced from authorized original illustrations and should not be redrawn, reproportioned or modified in any way. Other Approved Logos Spivey Hall Public Safety The HUB Center for Supply Chain Center for Business and Center for Community Management International Negotiation and Justice Studies [Coming] 12

13 Section 4: Business Cards, Stationery, Digital Communication, and Name Badges Business Cards Official University business cards should be ordered from Media & Printing Services. Faculty and staff should not order business cards from any off-campus vendor. To order business cards, submit a Business Card Request Form available on the M&PS website along with the information to be printed on the card. Due to limited available space on the cards, the form has a maximum number of characters for each item. A proof will be sent to confirm that all information is correct. The cards are three-color (orange & blue logo with black text) on 80# Strathmore soft white - card stock, Helvetica is the official font. Your card order normally takes approximately three weeks to be filled. Call Ext for more information. Business Card (Shown at 75% actual size) Two-sided Business Card (Shown at 75% actual size) (Far left) Public Safety Business Card (Shown at 82% actual size) 2-Color Athletics Business Card (Shown at 75% actual size) 13

14 Business Cards for Students Official business cards serve to identify faculty and staff employees of Clayton State University as designated by the Office of Human Resources. Student assistants, although they are employees, should not have official business cards. Utilization of logos of the organization are suggested rather than the University logo; the student may then be identified as a Clayton State University student who is a member of the respective club or organization. Students who are officers or members of recognized student clubs and organizations who wish to represent Clayton State University may consult with the Office of Marketing and Communications, Campus Life, and M&PS to submit an alternative design. Stationery Clayton State University stationery is available through Media & Printing Services. Faculty and staff should not order stationery from any off-campus vendor. To order stationery, complete a stationery order form on the M&PS web site: All stationery is customized with a department s name. All stationery is printed on 24# Strathmore soft white paper. The two-color is printed in PMS 165 official orange and PMS 288 official blue. One color is printed in PMS 288 official blue. Note cards are printed on cardstock. Under no circumstances may faculty and staff members create stationery using a black logo and printer paper. This does not present an professional image and will not be done to represent the University. Only official stationery as described above (either 2-color or 1-color blue) should be used by all departments for communications purposes. There is no electronic stationery. If an electronic copy is desired, correspondence should be placed on official stationery and scanned into a digital format. Under no circumstances may faculty and staff members create an electronic version of stationery. 14

15 2-Color #10 Envelope (Shown at 65% actual size) 2-Color Letterhead (Shown at 65% actual size) Blank Second Sheet Letterhead available. 15

16 Office of Academic Affairs 2000 Clayton State Boulevard Morrow, Georgia Color #10 Envelope (Shown at 65% actual size) 1-Color Letterhead (Shown at 65% actual size) 16

17 Matching Note Card Envelope (Shown at 65% actual size) Folded Note Card (Shown at 65% actual size) Note Pad (Shown at 65% actual size) 17

18 2-Color Athletics Letterhead and Envelope (Shown at 65% actual size) Athletics Note Card (Shown at 65% actual size) 18

19 Digital Communication Faculty and staff should not create stationery using a logo and printer paper. This does not present a professional image for the University. Only official stationery (either 2-color or 1-color blue should be used by all departments for communications purposes. There is no electronic stationery. If an electronic or digital copy is desired, correspondence should be placed on official stationery and scanned into a digital format. Electronic Mail is the primary communication method for communication, and this mode of communication has become widespread for all purposes with the ease of technology. All faculty and staff members should consider electronic mail an extension of University stationery. Messages sent from a Clayton State University account by a faculty or staff member are on behalf of the University. Please keep in mind that University is not personal . See official rules at Graphics, quotes, and other personalizations should be avoided. Do not put anything in an that you would not put on University stationery. What may be personally significant for you may be offensive to another; further, your personal view may be deemed by the reader to be that of the institution. The following basic template for an signature is suggested: Name Title (Title can follow name if desired) Office/Department and/or School Clayton State University 2000 Clayton State Boulevard Morrow, GA Individual/Department Phone number (678) 466-XXXX Optional Fax number (678) 466-XXXX Department/faculty specific web address or No other verbiage is permitted. Name Badges Orders for official Clayton State University faculty and staff name badges are placed with Media & Printing Services. The name tags are a gold finished metal with black lettering and a magnetic back (see photo). The purpose of the name badge is to identify the employee with Clayton State University and his/her name very clearly. Placing a title or department on the 19

20 name badge is optional. Your name badge should be worn on the upper right hand side of your shirt, blouse or jacket, etc. just below your shoulder, so that when shaking hands your name badge can be more easily viewed; a handshake is universally righthanded, and one s vision will naturally direct itself up to the right arm to the shoulder where the badge is located. CAUTION: The name tag is a magnetic device. If you have a pacemaker or other medical device, do not use the name tag. Name badges for students and/or student assistants who work in University departments should be distinguished from those for University faculty and staff. Student name badges are silver and will state on the badge that the individual is a student. All student name badges will be ordered through Media & Printing Services. 20

21 Section 5: Public and Media Relations Introduction If you have a news media issue, call the Office of Public and Media Relations at Ext This office is available to help you -- the faculty and staff of Clayton State University. Media coverage is important to Clayton State. Effective media exposure can position our faculty and staff members in the community as experts in their fields. The Division of External Relations, which includes, among others, the Office of Marketing and Communications and the Office of Public and Media Relations, is responsible for promoting the University and your efforts in an effective, professional manner. In the area of media relations, this involves acting as a support service and as an intermediary with the media. The offices will work with you to assist you prepare to be an effective spokesperson. General Protocol The Office of Public and Media Relations office generally makes initial contacts with the media and serves as the official public voice for the University. This ensures that the appropriate response will be given and that individuals, faculty, or staff, can be adequately prepared for media interviews. The Office of Public and Media Relations will also inform and consult with senior administrators when circumstances dictate. If you wish to contact the media directly, please inform the Office of Public and Media Relations (Ext. 4463) before any contact is made, so that the University will be aware of any and all media interest and contacts. Also, please do not encourage students to contact the media directly without first consulting with the Office of Public and Media Relations. Ideally, when the media wishes to speak to someone at Clayton State University, they will first contact the Office of Public and Media Relations. The Office will then contact the appropriate person(s) on campus, explain the request and ask for appropriate assistance. Although this is the standard protocol and procedure of the industry, it may not always be followed by the media. What to do if the Media Contacts You At times, the media may contact you directly. If so, then, please contact the Office of Public and Media Relations as soon as possible. There are certain issues that may have broader implications, so please tell the Office of Public 21

22 and Media Relations. Unless otherwise directed by your supervisor, you have the right to accept or decline any media request. Certainly, if for any reason you are uncomfortable or if the media inquiry is of a delicate nature, the Office of Public and Media Relations will facilitate the situation. During regular office hours, the contact number is Ext. 4463; after hours or on the weekend, the Director of the Office of Public and Media Relations, John Shiffert, may be reached at (770) or (678) Do not ignore any media inquiry. If you are busy, return the contact as quickly as possible, having obtained the name of the media contact, the name of the organization, a callback number or address and at least an idea of what the inquiry is about and any appropriate deadline (remember, timeliness is often a necessity for the media). If you do not feel qualified to answer the media inquiry, immediately refer them to the Office of Public and Media Relations and call the Office of Public and Media Relations to apprise them of the inquiry. Media Representatives on Campus If a media representative with a request to do an on-campus interview contacts you, please contact the Office of Public and Media Relations to discuss the interview. If you wish, University Relations can help you to prepare for and plan the interview. One-on-one interviews can be difficult. If you so desire, we will be glad to accompany you to an interview, and to work with the reporter to do all we can to assure accuracy in the resulting story. However, please be warned that we do not have control over the media, and what is finally reported may not be exactly what you said, or meant. If media representatives wish to come on campus for more general purposes (i.e.; looking for a story, or just touring the campus), they should be accompanied by a member of the Office of Public and Media Relations staff. If someone from the media contacts you with an unspecified request to come on campus, please contact the Office of Public and Media Relations so we may offer assistance in an appropriate manner. Media Representatives in the Classroom Media representatives will appear, at an individual professor s request, as classroom speakers. That is completely different from unannounced or uninvited appearances. The Office of Public and Media Relations discourages media representatives from coming, unannounced or uninvited, to classrooms for any purpose. If you are faced with a situation where a media representative appears unbidden at your classroom door, please ask the person in a calm manner to come back later, at the end of class. Be helpful, and do not imply that you are restricting their access. Emphasize that class 22

23 is currently in session and that you will be glad to speak to them at the end of class. If the media representative persists, immediately contact the Office of Public and Media Relations at Ext Expert Sources From time to time, the Office of Public and Media Relations may contact you with a request to respond to a general news media inquiry where the media representative is seeking to obtain information from an expert source on a story not directly related to Clayton State. Your help in these matters is greatly appreciated. Facts and Statistics When giving information about the University, be sure that you have the most current and accurate data. The Office of Public and Media Relations is a resource for information. The Office of Institutional Research Web site contains official statistical enrollment and demographic information: 23

24 Section 6: Photography and Videography Photography Photography services are available through the Office of Marketing and Communications. The staff photojournalist may be requested to photograph University events and provide headshots for faculty and staff. Marketing and Communications retains all rights to photographs. These photos may be used in any Clayton State University publications, marketing materials, or on the Web site. Images may also be used by external media, with permission, to promote the University. Marketing and Communications can provide: faculty and staff photos student group or organization photos press release or event photography campus stock photography image editing/retouching Please complete a photography request at least two weeks in advance of the event or appointment. The photography request form is available online. Model Release Form We must utilize a model release with all photography subjects to obtain permission to use each individual s image in web and print. The Office of Marketing and Communications will provide model release forms. Photos which are taken without obtaining the appropriate release may not be used under any circumstances in University print materials or on any Web site. All photography taken on the Clayton State University campus of all faculty, staff, and students in the campus environment by Marketing and Communications is for the purpose of promoting the University. No faculty, staff, or student may seek compensation for the usage of such images. In the event that any individual does not wish to participate in such photography, simply inform the photographer or the Clayton State University staff member coordinating the photoshoot of this fact, and the individual s wishes will be respected without question. Freelance Photographers Should professional photography be needed which is not currently in University files, or our staff 24

25 photojournalist cannot assist due to scheduling conflicts, the Office of Marketing and Communications can recommend an appropriate professional photographer and direct his/her work. Depending upon the circumstances, the cost for freelance photography may be handled by Marketing and Communications or may be the individual department s budget responsibility. The resulting film or digital product will be the property of the University. The Office of Marketing and Communications can recommend professional photographers who have previously worked with the University on various projects and have expertise with higher education photographic projects. Photographic Archives Clayton State s photography archives are managed by Marketing and Communications in cooperation with the University Archives in the Library. The University Archives has a limited selection of pictures dating back to There is an extensive archive of 35mm color slides dating to 1994, digital photos dating to 1997 and color photos dating to More recent photography has been preserved in digital format. Videography The Office of Marketing and Communications is the first point of contact for any video project which involves promotion of the University, such as testimonials, events, and other activities which are marketing or brand related. Marketing and Communications should be a part of the planning process for all such projects in order to advise on content. Freelance videographers can be recommended who have previously worked for the University and have prior expertise with higher education projects. All video projects require that same model release procedures as photography. Videos which have been obtained without the appropriate release forms must not be published in any form on any public medium, such as a website, YouTube, or other social media channels. Videotaping of classroom instruction is handled through the Center for Instructional Development. Requests must come from faculty or staff and are accommodated on a firstcome, first-served basis. Each Commencement ceremony is videotaped by Media & Printing Services. DVD copies are available for purchase by graduates, friends, and family members. 25