Florida Coastal School of Law. Brand Standards Guide 2012

Transcription

1 Florida Coastal School of Law Brand Standards Guide 2012

2 01 Contents 2 Introduction 3 Brand Architecture 4 Naming Conventions 5 Master Brand Logo 6 Promotional Brand Logo 7 Core Academic Identities 8 School Seal 9 Preferred Usage: Specifications 10 Preferred Usage: Color 11 Incorrect Usage 12 Color Palette 13 Font Usage

3 02 Introduction This guide was created for usage by everyone associated with Florida Coastal School of Law. It is intended to be utilized as a back-up for our campus personnel and our associates when there are unique circumstances requiring the usage of our name, logo, tagline and/or messaging in opportunities that occur outside of our centralized marketing effort. As a rule, always contact the marketing team before beginning any activity that engages our brand identity or impacts our marketing and positioning strategy. It is critical that the standards for usage of the Coastal Law brand be maintained however, these guidelines give you the ability to create customized materials for special situations. As our institution continues its exciting growth and transformation, it is imperative that we all work together to present a clear and consistent brand identity when we communicate with each of our audiences. This document provides guidelines for proper use of the Coastal Law name, logo and core messages, and provides basic recommendations for typography. Again, almost all communication opportunities, regardless of how small or how quick their deadline, should be coordinated through the marketing team. This process is important to maintaining the consistency and clarity of the Coastal Law brand, and correspondingly, helping us meet our objectives. The material is presented in a simple and concise manner that provides easy access to a range of information that will help assure that consistent message. Although no words or symbols can tell the entire story of a broad, expansive brand like Coastal Law, the visual identity and core positioning strategy form the foundation for greater brand awareness. Our comprehensive marketing strategy supports a focused marketing strategy that assists with our business objectives. Reaching these goals can only occur if we work together to assure that our brand always reflects who we are and what we stand for. If you have any questions about the process outlined in this Guide, please contact Brooks Terry at (904) or bterry@fcsl.edu and we will respond immediately. We ask you to comply with the standards outlined here, and we urge you to join us in implementing the new Coastal Law brand identity system with pride and enthusiasm. Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

4 03 Brand Architecture The Florida Coastal School of Law brand architecture is the structure of brands within our school. It is the way in which the brands within our portfolio are related to and differentiated from one another. The architecture defines the different levels of branding within the school; how the Master Brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the Master Brand to which they belong. 1.0 Master Brand Logo The Master Brand Logo is the official visual representation for Florida Coastal School of Law. 2.0 Promotional Brand Logo The Promotional Brand Logo is used primarily for materials displayed on campus. 3.0 Core Academic Logo MARKETING & COMMUNICATIONS The Core Academics Logo is used on collateral materials prepared by individual Academic Entities. Office of Financial Aid Multicultural Affairs Academic Success Department The Admissions Department The Career Services Department The Florida Coastal School of Law Alumni Association Human Resources Legal Clinics The Library and Technology Center Marketing and Communications Office of the Registrar Student Life Student Bar Association 4.0 Brand Extension Identities The intent of Brand Extesion Identities is to partner with like-minded organizations to serve deserving target audiences.

5 04 Naming Conventions Name It is important that we refer to the name of our school in a consistent and clear way. See below for acceptable naming options. 1 Florida Coastal School of Law. This is our formal name, for use in all legal, corporate and other formal communications. It is the master brand and has a logo. Website Use FCSL.edu*** ***As a naming option, FCSL is to be used strictly on internal memoranda. The letters FCSL should always be capitalized. 2 Coastal Law. This is our marketing name for use in promotion. It has its own sub-brand identity and logo. In formal communications and any long narrative after using the full name, all other references to the school within the same document should use Coastal or Coastal Law. 3 Florida Coastal. In formal communications and any long narrative, after using the full name, Florida Coastal is an acceptable third option. There is no sub-brand identity or logo associated with Florida Coastal. Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

6 Master Brand Logo A master brand is a singular, dominant identity an organization personifies and communicates over all its other brand extensions. Our over-arching goal is to build Florida Coastal School of Law into a master brand globally recognized for generating student-centered outcomes, graduating students who are professionally prepared, and focusing on underserved communities. Brand Integration We re stronger when we speak as one. All core activities and brand extensions within the law school are branded up to the Florida Coastal School of Law master brand that is, they are firstly identified as belonging to the same purpose as the law school itself, which: Creates a powerful single image Allows for more focused, strategic, and consistent marketing Creates greater brand awareness and equity Master Brand Logo Shown below is the Master Brand Logo for Florida Coastal School of Law. It is the visual representation for the Florida Coastal School of Law brand. It defines who we are our value proposition in essence, our character. The logo should be used as often as possible and should always be handled carefully and professionally. It should always be used in its entirety, without exception. Do not attempt to recreate the logo by scanning, typesetting or redrawing any portion. The Master Brand Logo should not be cut apart, added to, stretched or otherwise compromised. Always use electronic logo files as provided by Institutional Advancement in the Logo Library found online at Logos are available in all standard formats including ai,.eps,.jpg and.tif. The custom designed type used to render the name Florida Coastal School of Law.

7 Promotional Brand Logo The following logo is offered for promotional use. It should primarily be used for materials displayed on campus, and with rare exception be used on materials that will be displayed or distributed off-campus.** Examples of when use of a Promotional Brand Logo is appropriate include: Flyers or posters used on campus for recruiting events or student life activities. Pamphlets made available to faculty, staff, and students for internal use. Webpages or sites viewable within the school s website The Promotional Brand Logo should always be used in its entirety, without exception. Do not attempt to recreate the logo by scanning, typesetting or redrawing any portion. The Promotional Brand Logo should not be cut apart, added to, stretched or otherwise compromised. Always use electronic logo files as provided by Institutional Advancement in the Logo Library found online at Logos are available in all standard formats including ai,.eps,.jpg and.tif. **In some instances, designs for projects may lend themselves to using a horizontal logo. Consult with Marketing if you have any questions about whether it is acceptable to use the promotional brand logo. Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

8 Core Academic Identities Core Academics consist of each campus unit that provide services central to the functioning of the university. At Coastal Law, these include: Office of Financial Aid Multicultural Affairs Academic Success Department The Admissions Department The Career Services Department The Florida Coastal School of Law Alumni Association Human Resources Legal Clinics The Library and Technology Center Marketing and Communications Office of the Registrar Student Life Student Bar Association Coastal Law has created branding solutions (identities) for each of the Core Academics that includes the use of the Master Brand Logo and the name of the campus unit in text, only, below it. The Academic Identities should always be used in their entirety, without exception. Do not attempt to recreate the logo by scanning, typesetting or redrawing any portion. The Academic Identities should not be cut apart, added to, stretched or otherwise compromised. Always use electronic logo files as provided by Institutional Advancement in the Logo Library found online at Logos are available in all standard formats including ai,.eps,.jpg and.tif. MARKETING & COMMUNICATIONS

9 Brand Extension Identities Brand Extension Identities align with the core values of Florida Coastal School of Law and the relationship works to reinforce our reputation. The intent with integrating Extension Identies into our brand portfolio is not to detract from or dilute our master brand, but rather to pursue philanthropic goals. What is considered a Florida Coastal School of Law Extension Identity: The Florida Coastal School of Law Foundation Colors: PMS should be used whenever possible otherwise use the conversion chart supplied. The purpose of the Florida Coastal School of Law Foundation is to raise, manage and invest funds for charitable and educational programs to benefit the students of Florida Coastal School of Law and its mission through the generosity of alumni, friends, corporate and foundation partners. The Coastal Law Foundation is dedicated to furthering the opportunities for students to enter the legal profession and to pursue their passion for public service. To contact the Coastal Law Foundation, please or call us at PMS CMYK RGB Web 501 C 52/46/16/ C 133/133/ a9 Black Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

10 09 School Seal The official seal of the university is reserved for diplomas and commencementrelated materials, presidential letters, and other official documents. Use the seal alone in its entirety. Never change the size relationship among the various elements in the seal. Never change the position of the elements in the seal. Like the Master Brand Logo, the seal should not be cut apart, added to, stretched or otherwise compromised. Never use a shadow on the elements of the seal. Never use the elements of the seal with type inside of it. Never combine the seal with another graphic, emblem or symbol. Never use the seal on administrative forms, fliers, newsletters or general correspondence. Colors: PMS should be used whenever possible otherwise use the conversion chart supplied. Black and white and Navy blue seals images are available upon request Pantone 282c 2768 C PMS CMYK RGB Web 2768 C 100/78/0/44 0/045/ d6b Cool Gray 7 PMS CMYK RGB Web Cool Gray 7 0/0/0/0 167/169/172 a7a9ac CMYK Black All requests to use the seal on merchandise or other items with dignity and value should be approved prior to placing the order. In all cases, seek written approval from the Marketing Office to use the seal.

11 10 Preferred Usage: Specifications Always use the O-High rule (the height of the letter O in the word Coastal ) as a guide for spacing around the Master Brand Logos. No other element or border should fall within this area. The minimum size of reproduction Master Brand Logo 1.5 Core Academic Logo LIBRARY & TECHNOLOGY CENTER MARKETING & COMMUNICATIONS 2 Promotional Brand Logo LIBRARY & TECHNOLOGY CENTER MARKETING & COMMUNICATIONS 2 Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

12 11 Preferred Usage: Color Preferred usage of all logos is printed in PMS 2768 or black when a limited color palette is called for. When the logo must be presented in grayscale, the black version of the logo must be used. If the logo is to be placed on a dark colored background where the two color or black versions would be illegible, the reversed (white) version should be used. Use main logo (Either PMS or Black as needed) Preferred background & logo combinations: Dark Background (Use reversed logo on all dark backgrounds)

13 12 Incorrect Usage Below are examples of incorrect usage of the Florida Coastal School of Law Master Brand Logo. If you have any questions on how to use the logotype, contact the marketing office at (904) Never: Stretch or distort the logo. Never: Place the logo over a busy or colorful background. Never: Open up or re-position any parts of the logo. Since its founding has placed Never: Screen the logo unless there is another prominently placed logo on the same page, and is printed at 100% value in the acceptable PANTONE color option. Never: Use the logo as copy within a sentence. Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu

14 13 Color Palette Pantone 2768 is the key color component of our graphic identity, it is the primary color for use in print and electronic communications. When full color printing (four color process) is used, the CMYK mix is applied. Accent or secondary colors are used in addition to the 2768 blue, but they cannot be used as primary, stand-alone colors. They include: 2768 C PMS CMYK RGB Web 2768 C 100/78/0/44 0/045/ d6b Cyan C PMS CMYK RGB Web CYAN C 100/0/0/0 0/174/239 00aeef Cool Gray 7 PMS CMYK RGB Web Cool Gray 7 0/0/0/0 167/169/172 a7a9ac

15 14 Font Usage Use Adobe Caslon Pro-Bold for headlines and subheads. Use with discretion on body copy. Use Adobe Caslon Pro for large areas of body copy. With current technology, millions of typefaces are available to all of us. However, not all typefaces reflect the preferred, professional visual image of Coastal Law and match our logo and graphic standards. As always, please contact Institutional Advancement if you have a specific need. When you need to produce material outside the process, we recommend the use of the following typeface families, which are readily available on all of our computers. Palatino Times-Roman Tahoma A typeface family includes regular, light, condensed, bold and italic versions. These typefaces are compatible with both Macintosh and Windows systems. The use of novelty fonts and script fonts is discouraged. Adobe Caslon Pro-Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Caslon Pro abcdefghijklmnopqrstuvwxyz aabcdefghijklmnopqrstuvwxyz Please contact Brooks Terry in Institutional Advancement at (904) prior to using these materials. bterry@fcsl.edu