BRAND & GRAPHICS STANDARDS MANUAL

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1 BRAND & GRAPHICS STANDARDS MANUAL

2

3 SECTION ONE The Brand Objectives and Benefits...4 Why a Brand is Important...5 Brand Positioning...6 SECTION TWO Logo and Usage MERCED COLLEGE BRAND & GRAPHICS STANDARDS MANUAL Primary Logos...8 Secondary Logos...8 Sub-Identities...9 Color Specifications...10 Unacceptable Uses...14 Clear Space and Minimum Size...16 SECTION THREE College Seal Usage Guidelines...18 SECTION FOUR Stationery Introduction...20 Desktop Printing and Electronic Letterhead...22 Business Cards...23 Envelopes...24 SECTION FIVE Banners, Booths and Displays Exterior Banners...26 Interior Banners...27 Booths, Backdrops and Displays...27 Web Standards Signatures...28

4 THE BRAND Objectives and Benefits Through the proper and consistent placement of the Merced College logo and its affiliated designs, we have the opportunity to communicate to the world messages about what our College stands for. Our visual identity reflects more than artistic designs and thoughtful typestyles; it speaks volumes about our values and image. Consistent use of our visual identity, as outlined in this manual, will help Merced College reinforce the image we hope to portray. A visual identity is much more than a logo. It s more than colors and fonts. It s everything we produce that represents the College. When individual units and departments seek unique, individualized logos instead of paying special attention to the College s logo, it sends the wrong message and dilutes the brand. The College is much stronger when presented as a collective whole comprised of departments that stand as one. When a College presents itself with numerous logos, it is viewed as disorganized. Moreover, when units and/or departments use their own logos, the College takes on a perceived secondary role. Research has proven that multiple logos from a single institution dilute the core identity. The look and feel of Merced College materials whether publications, advertisements, banners, video productions or Web pages show our personality and strengths. Unfortunately, they also can show our weaknesses if we do not present them properly. A true unified visual identity will occur when all of our visual communications come together to reinforce the core identity of the College. While it s true that not everything produced by and for the College needs to look exactly the same, there are elements that need to be consistent, starting with the College logo. Yet even with the logo, there are variations we have provided that should allow more flexibility than ever before. 4

5 Why a Brand is Important The Merced College brand is not just a name, logo or motto. The Merced College brand is and always will be the positive impact the College has on its students and the region. When the people we serve see our logo or hear our name, we want them to think of the strengths, aspirations and values of our school and of the constant state of growth affecting both student and school. It is important to note that from a branding perspective, the structure outlined in this guideline is strategic, intentional and an important piece to the success of the College s overall branding objectives. Accurately branding the College is crucial to ensuring the school is faithfully portrayed. It s up to the leaders and representatives of the College to accurately carry the brand forward as it is presented to the campus, community, region, state and country. We are pleased to introduce to you the new Merced College logo and graphic identity system. This new identity is the result of a comprehensive exploration of ways to increase the consistency of the Merced College brand. We have created a unified, positive and distinct brand for Merced College that effectively communicates the College s identity, reputation and values as one of the leading educational institutions of higher learning in the region. The Merced College logo is an important point of identity for the College. Appearing on everything from stationery, business cards and literature, to clothing, name badges and signs, our logo makes a highly visible impression on the campus, faculty, staff, students and community each day. The new Merced College logo is designed to identify our College and services at a glance. The purpose of these guidelines is to assist in proper and consistent use. 5

6 THE BRAND Brand Positioning KEY THEMES AND ATTRIBUTES The branding guidelines presented in this manual are the result of more than four months of research and testing, including the utilization of eight focus groups, totaling more than 100 participants, in order to ensure the College logo accurately represents the mission and future of the institution. As a result, the following key themes and attributes serve as the foundation for the generation of the logo. The top three attributes of Merced College, in the eyes of Alumni, Community Influencers, Students, Professors, and Staff, were found to be: COMMUNITY As an integral part of the Merced area for many years, Merced College enjoys significant loyalty and an emotional connection from Alumni, Community Influencers, Students and Staff. Prideful of this legacy of community connection, many feel that the campus community is more like a family than merely a school. It is a place where public events are held, and where students and teachers truly feel connected, proud and inspired and it all begins with this connection to the community. OPPORTUNITY Merced College helps bring reality to the dream of continued education especially among community members who are the first in their family to attend college. The educational path started here connects students to a whole new world of opportunity. The time spent in the classroom provides the Office of Public Affairs an opportunity to expand each student s skills, accurately preparing them for jobs right here in Merced and beyond and people who attend often return and give back after they graduate. QUALITY A high level of excellence is key to the positive feelings garnered by the College. Not only does the campus create a conduit to higher education, but Merced College students are actually in a better position than those attending competing schools when transferring to four-year universities. Students overwhelmingly appreciate the one-on-one education they receive a sentiment shared by the College s professors. 6

7 Merced College provides opportunity for those who didn t attend college, which elevates the workforce. Employee Merced School Employees Federal Credit Union 7

8 LOGO & USAGE Primary Logo FONT Adobe Garamond Pro Regular NOTE: The Adobe Garamond Pro Regular typeface was modified to create the College logo. The logo should be used in its entirety and only as it is represented here. Hand-drawn or other recreations are not permissible. Contact Public Affairs to obtain the correct version for proper use. Secondary Logo Whenever possible, all materials and communications should be created using the Primary logo. In situations where the Primary logo will not fit because of size constraints, the Secondary logo may be used. Secondary logo usage should follow the same guidelines as the Primary logo. 8

9 Sub-Identities To help Merced College convey a unified visual identity and keep our core identity from being diluted, it is necessary to prohibit most logos that have been created by individual campus units. All academic and administrative departments and divisions, as well as centers and institutes, research, outreach, student services and support services units of Merced College and its auxiliary operations, may not design their own individually styled logo. A. Campus Sub-Itentity Primary Layout However, all are entitled to associate their names with the Merced College logo. Sub-identities are restricted to no more than two lines, except where a unit name requires additional lines, below the Merced College line and cannot be a font size greater than 40 percent of the height of the words Merced College. An identity extension is a graphic identification mark that features the primary Merced College identity and includes the identity of a unit. (Examples. A-C) B. Campus Sub-Itentity Secondary Layout C. Campus Sub-Itentity With Department Identifier Secondary Layout HEALTH SERVICES 9

10 LOGO & USAGE Color Specifications FULL COLOR We encourage widespread use of the full-color College logo as we work toward making it a prominent and recognizable mark on campus and in the community. As the logo is being used, we ask that these basic guidelines be followed as not to negatively impact the integrity of the mark. TWO COLOR In the event that full color reproduction is not possible, then you will need to use the two-color version of the logo. BLUE PMS 281 C 100 / M 91 / Y 32 / K 34 R31 / G20 / B93 HEX #1F145D GOLD PMS 1245 C 21 / M 42/ Y 100 / K 2 R225 / G163 / B88 HEX #E1A358 10

11 ONE COLOR While we encourage widespread use of the full-color College logo, we do acknowledge that there are times that one color is your only option. The preference is to use only PMS 281 or Black as shown in this example. When that is not possible, please contact Public Affairs for guidance and approval. 11

12 LOGO & USAGE Color Specifications REVERSED ON A DARK BACKGROUND ACCEPTABLE NOT ACCEPTABLE The following are examples of how the reversed logo should appear when applied to a dark background. In all applications, the contrast between the logo and the background must allow for readability of the logo. The same rules apply when placing the logo over a photograph. 12

13 AVOID ACCEPTABLE PLACED ON TOP OF A PHOTOGRAPH Be careful placing the logo on top of a busy photograph or in an area of the image that has similar colors or hues. The logo should always be as clear and readable as possible. Other design elements may be used to separate the logo from the photo as long as the logo follows these guidelines. 13

14 LOGO & USAGE Unacceptable Uses The College logo must not be redrawn or modified in any way. Decorating, representing in perspective, outlining or using for frivolous decorative purposes is not permissible. Please contact Public Affairs if you need assistance. DO NOT CHANGE THE CONFIGURATION OF THE TREE AND TYPE DO NOT CHANGE THE SIZE RELATIONSHIP BETWEEN THE TREE AND THE TYPE 14

15 DO NOT SKEW OR SLANT DO NOT OUTLINE DO NOT DO NOT USE OTHER COLORS DO NOT SQUEEZE OR CONDENSE DO NOT MIX UP COLORS DO NOT APPLY EFFECTS DO NOT CHANGE FONT DO NOT WATERMARK DO NOT ROTATE OR TILT 15

16 LOGO & USAGE Clear Space C The logo always must have a clear space around it to maintain legibility and visual impact. No other graphic elements, such as typography, rules and pictures should infringe upon this space. The height of the C in the word College is used to determine the amount of clear space required around the logo. C C C Minimum Size FOR PRINT The letters COLLEGE cannot be less 8 point type. FOR WEB AND VIDEO The word MERCED cannot be less than 150 pixels. Minimum 8 pt. Type There are no maximum size limits, however, all design elements of the logo must appear intact and in proportion. Minimum 1 Inch or 150 Pixels Please contact Public Affairs if you have any exceptions to these size restrictions. 16

17 We always reserve the right to review and approve, prior to final draft stage, any materials and items that contain our logo or name. Materials that contain our logo must comply with these brand and graphics standards. If you have any questions, need assistance or have a specific request please contact Public Affairs. Office of Public Affairs Merced College 3600 M Street Merced, CA (209) mcnews@mccd.edu 17

18 COLLEGE SEAL Usage Guidelines The seal signifies the academic character of the College and is appropriately used in support of official College policies, decisions, ceremonies or other formal actions as an academic institution. To maintain its integrity, the seal may not be used for informal, routine or promotional materials or for materials not directly related to academic purposes without written permission. The seal, in full color or line art, is restricted to, but not required on, the following: The Office of the President; College-level formal and official documents such as diplomas, academic awards and certificates, transcripts, resolutions and Commencement invitations, College reports; For questions or to submit a request for exception review, contact Public Affairs. 18

19 Not only the staff is accepting, but the students are just as accepting of everything age, size, race. Student 19

20 STATIONERY College stationery with the Merced College logo as letterhead has been designed and may be used for all correspondence. Customized stationery for all campus units may be ordered from Print Services. College stationery with the seal may be used for correspondence internationally, all faculty correspondence, and with academic societies, publishers and for reference letters. The pre-printed stationery may be obtained from Print Services. Electronic ( ) versions of the College seal are not permitted. All other correspondence will use College logo stationery with matching envelopes. 20

21 Professor There is a different level of intimacy here. 21

22 STATIONERY Desktop Printing and Electronic Letterhead LETTERHEAD SAMPLE Letterhead Size x 11 In addition to ordering pre-printed customized stationery from Print Services, campus units may use a template for both desktop letterhead printing and electronic ( ) letterhead. Customized templates for each campus unit are available from Public Affairs upon request M Street, Merced CA (209) The letterhead templates have the logo at the top and a footer with department personalization at the bottom. These fields are unalterable by the user. The letter body area is formatted in Word for ease of typing. These templates allow each campus unit to compose and print correspondence on desktop or department printers in color using standard copy paper. To request an electronic letterhead template for your department, program, institute etc., mcnews@mccd.edu Those who choose desktop printing should set their printer properties to the highest color and dpi settings to ensure that quality images are produced. Chris Vitelli Superintendent/President Board of Trustees Joe Gutierrez, Board President Cindy Lashbrook, Vice President Carmen Ramirez, Clerk Dennis Jordan Ernie Ochoa Jean Upton Leonel Villarreal 22

23 Business Cards Business Card Size x 2 FRONT OF CARD (TOP RIGHT) College street address Phone number College website address Twitter handle Facebook handle Front of Card Chris Vitelli Superintendent/President (209) chris.vitelli@mccd.edu BUSINESS CARD SAMPLE 3600 M Street, Merced CA (209) /mercedcollege FRONT OF CARD (PERSONAL INFO) Name Job Title Department (if applicable) Direct phone number address Back of Card BACK OF CARD College Logo 23

24 STATIONERY Envelopes Envelope Size x Front of Envelope ENVELOPE SAMPLE FRONT OF ENVELOPE Primary College logo (Shown above) Street address College website address 3600 M Street, Merced CA (209) Return Service Requested 24

25 We go out of our way to try to ensure the success of the students, regardless of what it takes. Professor 25

26 BANNERS, BOOTHS AND DISPLAYS Exterior Banners Merced College encourages the use of the logo throughout campus. Public Affairs will work with campus entities wishing to display College-themed banners, which may be affixed to light or other poles, outside buildings or in other locations, which meet both graphic and branding standards as well as Facilities Management requirements. BANNER SAMPLE Working with Public Affairs on your banner design will ensure your banners will comply with signage policy and ensure the size, material, durability and mounting hardware of your banners are consistent with College pole banners already displayed across campus. Available locations for exterior banners vary across campus and will be determined in consultation with Facilities Management consistent with the campus signage plan. 26

27 We always reserve the right to review and approve, prior to final draft stage, any materials and items that contain our logo or name. Materials that contain our logo must comply with these brand and graphics standards. Interior Banners Campus entities wishing to display banners inside College buildings will work with Public Affairs for design approval and Facilities Management for placement and compliance with signage policy. Interior banners must meet College branding standards and may be produced in a variety of materials. Mounting hardware type and location must first be approved by Facilities Management to ensure compliance with building or other applicable policies or codes. Banners may not confuse or conflict with existing interior directional signage and potentially may not be allowed in high traffic or visually busy areas. If you have any questions, need assistance or have a specific request please contact Public Affairs. Office of Public Affairs Merced College 3600 M Street Merced, CA (209) mcnews@mccd.edu Booths, Backdrops and Displays Web Standards Merced College encourages the use of the logo on trade booths, backdrops and other types of displays. Public Affairs will work with campus entities wishing to produce artwork for these booths, backdrops and displays. By working with our graphic designers, you will ensure your banners comply with College Brand and Graphics Standards. mcnews@mccd.edu for more information about artwork for booths, backdrops and displays. Campus websites are essentially electronic publications that represent and reflect the Merced College image in the same manner as a brochure, a pamphlet or a video. Websites should be created with the same quality and branding standards as College publications, presenting the College s image in a unified and consistent manner. Merced College Web standards are available at Public Affairs website at: 27

28 SIGNATURES Signature Design & Layout Every that comes from Merced College reflects upon the institution. Using one simple, branded signature across campus helps convey a unified visual identity and strengthens our overall brand. To the right is a sample of how the Merced College signature should be constructed. Work with Public Affairs to help ensure that the signature is consistent with our standards. SIGNATURE SAMPLE Chris Vitelli Superintendent/President 3600 M Street, Merced CA (209)

29 Creating a Signature There are a multitude of clients, all of which render HTML slightly differently and some of which don t render HTML at all. Also, using various fonts and images in your signature can cause display issues when your messages are delivered. SIGNATURE RENDERED IN OUTLOOK Follow the instructions at the link below to create and upload your signature. Chris Vitelli Superintendent/President 3600 M Street, Merced CA (209) The contents of this message and any attachments are confidential and are intended solely for addressee. The information may also be legally privileged. This transmission is sent in trust, for the sole purpose of delivery to the intended recipient. If you have received this transmission in error, any use, reproduction or dissemination of this transmission is strictly prohibited. If you are not the intended recipient, please immediately notify the sender by reply or phone and delete this message and its attachments, if any. 29

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