Branding & Graphic Identity Guidelines July 2010
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1 Branding & Graphic Identity Guidelines July 2010
2 1. The Monterey Institute Brand The Monterey Institute of International Studies brand embodies key characteristics of the Institute itself, and reinforces the Institute s market identity as one of the world s leading graduate schools for international professionals. Consistent application of branding principles helps to make the Institute s materials and products immediately recognizable to a variety of audiences. Three foundational themes underlie every element of the brand: Middlebury Model The Monterey Institute is a graduate school of Middlebury College and part of the Middlebury Model, with the global liberal arts college as the focal point for an array of complementary, internationally-focused schools and programs. The above three themes are reflected in a variety of ways in both graphic and rhetorical representations of the brand, as illustrated in the diagram below: International The Monterey Institute is international not just in focus but in character, with students from 60 countries, an international faculty and curriculum, global vision and global reach. Solution Oriented The Monterey Institute is solution oriented a professional school that teaches practical skills through applied, immersive learning experiences that encourage students to tackle real-world issues and problems. 2
3 The brand itself comprised of both graphic and rhetorical elements. There are four key graphic elements: the Institute s logo color: Middlebury blue and white fonts: Bembo and Univers images of multiple international flags The sample advertisement shown at right is an example of the Institute brand in use: the logo, Middlebury blue, the preferred fonts, and an image of flags are all prominently featured in the branding bar along the bottom of the ad. The principal rhetorical element of the Monterey Institute brand is our motto, Be the Solution. The motto is an expression of the Institute s brand driver, pragmatic idealism, which captures the Institute s focus on training students not just to be policy or language or business experts, but to be agents of change who have a real impact on the world as a result of their professional training. The copy in the ad also reinforces key themes that are part of the brand: Making a difference Living/working internationally Becoming part of a uniquely global school culture, experience, and alumni network. 3
4 2. Logo Primary Logo The Monterey Institute logo seen at right ( Primary Logo ) should be used for all official business documents and correspondence as of July 1, The alternate logo seen at right may be used in instances where white lettering on a blue background is preferred. Alternate Logo The logo should always appear in exactly the proportions shown here and should never be modified by stretching or distorting its appearance. Reversing the white logo out of a background other than Middlebury blue may only be done with the permission of the Communications Office. 3. Color The color used in both versions of the logo is PMS 294, the same blue tone as is used in Middlebury s logo. Identical color values in other formats are listed at right. Pantone: PMS 294 Process Color: C 100, M 58, Y 0, K 21 On screen: R 9, G 53, B 122 Web: 003F84 4
5 4. Seal The primary use of the seal seen at right in primary and alternate versions is as a component part of the Monterey Institute logo. Primary Seal Alternate Seal However, it may occasionally be used separate from the logo for specialpurpose items such as invitations, coffee mugs, or banners. Any use of the seal separate from the logo must be approved by the Communications Office. 5. Fonts The logo is set in the Bembo font, the primary typeface for Monterey Institute branded materials. The secondary font for branded materials in Univers. These two fonts should be used for all printed collateral employing the Monterey Institute brand, as seen in the sample advertisement on page 3. For internal and informal business use, common substitutes such as Times Roman or Garamond (for Bembo) and Arial (for Univers) are acceptable. Bembo Regular / Italic Garamond Regular / Italic Arial Regular / Italic 5
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