McLennan Community College. Design Style Guide

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1 McLennan Community College Design Style Guide

2 Contents Introduction... 2 Why Use this Guide... 2 How to Use this Guide... 2 Graphic Standards... 4 Purpose... 4 Design Framework... 4 Services... 7 Design Services... 7 Photography... 7 Web Content... 8 Introduction Why Use this Guide While each department and program at McLennan Community College (MCC) is distinctive, each part is also a piece of the College as a whole. Many readers who start with one publication from the College also receive other publications from the College. If each department or program produces a publication with its own look and stylistic conventions with no similarities to other campus publications then it becomes hard for readers to associate the publication with MCC. This association is important because the College as a whole benefits from the success of each of its parts and vice versa. When any one part makes a positive impression on the public, MCC s reputation is strengthened. As the College s reputation becomes stronger, every department and program benefits in turn. How to Use this Guide One concern may be that since each department or program possesses qualities and characteristics that are much different from other departments or programs on campus, how do we communicate clearly the distinctive qualities of your department or program while letting our audiences know that we come from the same cohesive institution? One way is to use consistent visual elements in each publication such as the logo and type font. By using these elements, you will still have room to design distinctive publications that communicate your program s individual character. Do guidelines limit individual expression?

3 No. This guide is intended to help communicate your message in the most effective way possible. You know your program, your audience, and the message better than the Marketing & Communications Office. We want you to have the freedom to tailor your own message. Who should use these guidelines? The information provided applies to the production of brochures, newsletters, pamphlets, Web pages and other publications that represent McLennan. It is intended for all those on campus who produce publications. Using these guidelines in the preparation of your publications will improve their effectiveness and reduce the turn-around time needed by the Marketing & Communications Office, which is required to review all College publications intended for off-campus audiences or wide distribution on campus. How is a College publication defined? A College publication is any written or graphic communication produced or authorized by College faculty and/or staff (and, in some cases, students) that is intended for mass audiences on or off campus. This broad definition includes printed and electronic publications. Which publications need to follow the guidelines? Usages, explanations, and definitions in the Writing Style Guide apply to all campus publications. Additionally, all publications must adhere to a standard use of the names, seal, and logos of McLennan, explained in detail in the Graphic Standards section, to ensure the College s ability to protect its registered trademarks. Who do I go to for additional assistance? For questions about MCC Marketing & Communications, contact Lisa Wilhelmi, Director of Marketing & Communications.

4 Graphic Standards Purpose The purpose of having College graphic standards is to strive for visual consistency, not to standardize publications or limit creative expression. A clear graphic identity for McLennan accomplishes several goals: It helps readers quickly identify McLennan in publications. It prevents confusion stemming from various font and logo uses. It sends a message of college cohesiveness. It enhances the College s image as a prestigious institution. Graphic standards provide tips, policies, and procedures for achieving a high-quality consistent look in McLennan s publications, advertising, and Web pages. MCC s graphic standards include information about how to use the College logo, the College s official fonts, colors, and common design features for Web pages, stationary, and other publications. Design Framework Colors: The official McLennan colors are orange (PMS 021) and blue (PMS 541). You may also use black text. The College seal, shown below, should not be altered in any way or used smaller than 1.25 inches across. It is used strictly by the President s Office and for graduation events. The Latin Hoc Majorum Virtus is the Gaelic MacClennan family motto meaning This is the valour of my ancestors.

5 MCC logo: The logo below must be used in all print, electronic, and media produced by any department for any College-related purpose unless otherwise directed by the Director of Marketing & Communications. It is not to be altered in any way or used smaller than 2 inches across. Every part of the MCC logo has been developed with care and thought. While it may seem appropriate in some cases to manipulate the logo and slightly change the proportions of the elements, it should never be altered in any way. When you need to resize the logo, you should do so proportionally; do not stretch or pinch the logo to fit a space as it will change the look. Changing the logo in any way will weaken the MCC brand and create confusion. The following are some examples of incorrect logo usage. DO NOT stretch the logo out of proportion. DO NOT place a border around the logo DO NOT manipulate, resize, or reposition the elements within the logo. DO NOT typeset the logo fonts in different typefaces. Always use the existing digital version supplied.

6 DO NOT position other type or graphic elements within the encroachment area. DO NOT change the colors of the logo. DO NOT place the logo on a background that does not have enough contrast to see all the elements. The Highlander logo, below, should be used for McLennan Athletics; however, if approved through Marketing & Communications, the Highlander may be used for other purposes. It may not be altered or used smaller than 1 inch across.

7 For all College logos and seals used in printed publications, be sure to use print-quality images (as opposed to low-resolution images designed for web use). To ensure proper use of all MCC logos, digital files should be obtained from the Marketing & Communications department and not copied from existing documents or web pages. This will prevent use of low-resolution files and will ensure the MCC brand is consistent throughout all communication pieces. Contact MARCOM for more information or assistance with print-quality publications. Services MCC s Marketing & Communications department serves the faculty, staff, and students of McLennan Community College. Any external requests must come through an MCC employee or department representative. All design, photography, or videography requests will be fulfilled given limits of time, resources, and intent to fulfill the mission and strategic goals of the College. All members of the College community students, faculty, staff, alumni, donors, and friends are encouraged to recommend stories and photos for promotional purposes. Whether a recommended idea is used depends on various factors including College priorities, newsworthiness, timeliness, and availability of resources. Design Services Design services provides graphic design solutions for all print and digital projects, coordinates design and print production of official MCC documents including, but not limited to: The Annual Report, recruitment and admissions materials, and departmental print needs such as brochures, flyers, schedules, etc. Photography The most effective photos show off McLennan s strengths. Consider photos for publications that illustrate the College s best attributes, such as a student and professor working on a project, a class on the lawn with the BPAC fountain in the background or a student bike-riding through campus. Provide captions that identify people, places, and relevant programs whenever possible. Try to use photos that have not become too familiar. McLennan Community College owns all photos and videos taken by the school photographer or videographer or any photographer or videographer commissioned by the College. Photos and video footage which belong to McLennan Community College, its staff, faculty, and students may not be reproduced for personal gain. They may be reproduced only with prior written consent of the Director of Marketing & Communications or the Associate Director of Marketing & Communications. The Marketing & Communications Office has many photos for campus use. Please contact Clif-Ann Paris to find out how to access these photos.

8 Web Content Web content edits and updates are overseen by the Marketing & Communication department. The staff advises College faculty and staff on how to communicate a consistent user-friendly message online to conform to the standard College-approved look and feel.