Branding Identity Style Guidelines

Transcription

1 Branding Identity Style Guidelines Success Matters 1

2 Style Guide From the Office of Marketing and Public Relations (MPR) San Juan College requires consistent use of SJC s logo, tagline and branding. This will help the College speak to its various constituencies in a distinct voice that builds brand awareness and name recognition. The Office of Marketing and Public Relations provides a variety of services to help schools and departments meet their communication and marketing needs. We provide direct and consulting expertise for public relations and advertising efforts, including design and all stages of production. A uniformly applied visual identity program for a college is essential. Logos, taglines and overall branding used consistently helps establish immediate recognition for San Juan College, expresses our personality and sets us apart from competitors. It becomes a visual interpreter of our character and quality. It builds our credibility and reflects our spirit and values. This manual provides guidelines about the College s branding standards. We require everyone to work within these guidelines to make our branding a success. If you have questions, please call Marketing and Public Relations at (505)

3 San Juan College Branding and Messaging As we work to refine the San Juan College brand, it is important that we all work in collaboration to convey a single theme that is critical to the college s message and brand. While San Juan College s new tagline, Success Matters, serves as a creative, memorable expression of the institution s mission and brand, the positioning statement describes, what we do better; and the institutional marketing messages explain, how we do it. These key messages offer structure and guidance to anyone who describes San Juan College in speeches, presentations, advertising and brochure copy, publicity and press releases, meetings or one-on-one with prospective students or donors. They can be used verbatim or paraphrased to capture the key concept within each statement. San Juan College Tagline (Creative, memorable expression of San Juan College s mission and brand) Success Matters San Juan College Positioning Statement (Describes, What we do better. ) San Juan College is the leader for educational and economic prosperity in the Four Corners and outlying regions by connecting students, the community and employers through rich learning experiences and providing an atmosphere of acceptance and support to help each student achieve his or her academic, career and personal goals. San Juan College Key Messages (Supports the Positioning Statement and describes How we do it. ) 1. San Juan College is dedicated to student success and completion. Supports the College s mission (to inspire and support lifelong learning to achieve personal and community goals) and strategic goals Supports the strengths that students are transferable and employable and can better themselves Identifies aspiration to be known for student success Aims to provide the best possible service to students with registration and other processes Provides students with a quality education at an affordable cost 2. At San Juan College, teaching often goes beyond the classroom, engaging students in collaborative and applied learning. Supports the College s vision (dynamic learning college) and practices Characterizes the academic environment as modern, innovative, and relevant in today s world Shares students genuine desire to learn in a rich and meaningful environment Highlights hands-on learning and facilitates opportunities important to student success such as internships, research and practical experience 3. San Juan College offers innovative and challenging academic programs that equip students with the knowledge, skills, and confidence to find success. Supports the College s mission (quality education), vision (innovative, dynamic learning college), and values (innovation and excellence) Showcases the College s many challenging academic programs, innovative delivery methods, and best learning practices Strives to be known for academic quality, excellence and affordability Emphasizes and teaches skills for students to become successful employees and contributing members of the workforce 3

4 Illustrates student success through examples of programs, student and faculty achievements 4. Faculty and staff at San Juan College create an environment of acceptance, engagement, and support fostering of students. Supports the College s mission (to inspire and support lifelong learning to achieve personal community goals), vision (mutual respect, meaningful participation, and a collective commitment to students), and values (collaboration and respect) Expresses the commitment of faculty to accept, connect with, care for, and help change students lives Demonstrates the internal commitment to provide necessary and helpful services and resources Showcases engagement with students, staff, and faculty 5. San Juan College forges innovative and creative partnerships that benefit our students, businesses, and communities. Supports the College s mission (to inspire and support lifelong learning to achieve personal and community goals), values (innovation and collaboration), and strategic goals Illustrates caring and concern for people of the region and the aspiration of providing more opportunities locally Positions the College as a key player in the economic prosperity of the region Reflects the College s commitment to service outside of the campus and outside of academics Promotes the College as a regional leader in education Focuses on the benefit and outcomes of the partnerships allowing the College to showcase the positive impact of its outreach to and investment in the region Partners with the business community to meet needs and provide qualified and skilled employees 4

5 THE COLLEGE LOGO Official SJC Logo The College Identity The official SJC logo is the primary component of San Juan College s graphic identity system. This logo replaces all other pre-existing logos developed for the College. The logo consists of the four squares representing the Four Corners, with S, J, and C and the starburst set within the squares. The wordmark, which can be used in conjunction with the four squares, consists of the words San Juan College to the right side or below, in GILL SANS MT in all capital letters. The authorized configurations of the official logo shown in this manual are the only approved combinations of the logo and wordmark. The logo must be incorporated into all College communication without exception and must be consistently applied within the guidelines of the manual. Please refer to the following pages for specifics in logo color, size, fonts and all other usage guidelines. It is always preferable that the wordmark be utilized with the four-square logo, however, there may be instances where the wordmark may be omitted. In such instances, the following criteria must be adhered to: Can only be used on materials with limited distribution within the Four Corners region. Must have prior approval of the SJC Marketing and Public Relations Department. The words San Juan College must be used within the materials written information as belonging to a San Juan College entity, preferably in the title/event name, location, or description of an event. FULL COLOR FULL COLOR on dark background WHITE REVERSE on dark background 5

6 APPROVED LOGO CONFIGURATIONS The official San Juan College logo must appear in a prominent position on all communication documents. Download logos from Shown here are the horizontal and vertical configurations of the logo. In all configurations, do not change any aspect of the logo and its relationship to the wordmark in size or spacing. full color black & white VERTICAL FORMAT - Large full color black & white VERTICAL FORMAT - Small HORIZONTAL FORMAT full color one color black & white full color REVERSED LOGO HORIZONTAL FORMAT one color black & white FULL-COLOR LOGO WITH DEPARTMENT, HORIZONTAL FORMAT 6

7 EXAMPLES OF WHAT NOT TO DO Do NOT substitute typefaces or mix old and new logos Using other typefaces in place of the official wordmark is not permitted. San Juan College Do NOT rearrange Do not rearrange the logo and word mark configurations in any way. Do NOT change angles. Do not angle or rotate or distort the logo. Do NOT change spacing Use the signature configurations as distributed. Do not change the spacing between the letters, or spacing between the word mark and logo. Do NOT screen colors Using screen tints in any combination is not permitted. Do NOT change existing colors Mixing the official colors in any combination other than the approved usage is not permitted. Do NOT change colors Do NOT convert color version to black and white Avoid using color digital files when outputting to a black and white laser printer. This will render the official colors of purple and yellow to screens of black that are not permitted. Do NOT combine colors Do NOT change existing reversed colors Do NOT combine the official College logo as part of another logo. 7

8 APPROVED COLOR PALETTE All logo reproduction must absolutely adhere to the approved SJC color palette. Additionally, all brand media, print pieces and merchandise graphics should strive to appropriately incorporate these colors in their layout elements. Shown below is the official SJC Pantone color palette for full-color applications. Full-color is preferred. The secondary color palette that may be selected from for peripheral color options outside of the primary color palette. This MUST NOT deviate from the established standard. In order to reproduce correctly, full-color logos need to be converted to a CMYK color profile in a four-color process document, RGB for TV production, and HTML for web use. Use the formulas listed on the official color palette for the proper conversions. When possible print all college branded materials at copy services to ensure proper color representation. Color Palette and Pantone Mixes Other Color Needs In the case of some printing jobs, such as banners or merchandise such as pens, the available colors may not match any of the options given above. You can obtain color swatches from the vendor and consult with the MPR graphic designers for guidance. 8

9 OFFICIAL TYPEFACE WORDMARK FONT GILL SANS MT Regular is the official SJC logo typeface (font) for the logo. This typeface is embedded into the logo to spell out San Juan College and is in all capital letters and should not be altered. Logo Subheading Font To individualize the font with a subhead, the approved typeface is Museo 500. The size of the subhead should always be slightly smaller than the letters of the wordmark. Placement of any subhead in the horizontal logo format should be left justified under the San Juan College wordmark. Placement of any subhead under the vertical logo format, should be centered under the San Juan College wordmark. Marketing and Public Relations Subheads should be utilized in the following colors: When using the full color logo, the tagline should be in dark gray. When using a one-color logo [black, white, or purple], the tagline color should match the logo. Marketing & Public Relations Subheadings include: School Name Department Name SJC Associations, Clubs, Team or Committee names Tagline - Success Matters School of Humanities Support Services Associated Students Success Matters 9

10 OFFICIAL COLLEGE BRANDING MATERIALS & TEMPLATES Customized Logos Academic and administrative offices may not design customized logos. However, departments or programs with a major external presence and mission distinct from the academic mission of the institution may, in some cases, be permitted to create and use unique logos with the approval of MPR. Examples of this include the Public Events Silhouette Series, Encore the Senior College, or ENLACE. Grant funded programs will be considered an academic office. However, if the grant requires the use of a specific logo or identity separate from that of San Juan College, the appropriate logo will be used or a new one will be created and approved by MPR. Any office or department wishing to create a customized logo or to modify the official College logo must submit a proposal to MPR. If approved, the office or department will be responsible for working with an MPR graphic designer to create the logo. The official logo can only be used for official SJC communications, publications and merchandise. SJC Student Clubs and Employee Organization Graphics Student clubs and employee organizations are an important part of the college experience and building the culture. This may include clubs requesting a graphic to identify or represent their specific group. In protecting the branding of the college, it is important that all San Juan College student clubs and employee organizations adhere to the following guidelines: Student clubs and employee organizations are required to adhere to logo guidelines provided on pages 5-9. Any originally designed student club or organization image, logo, or graphic element, including images for College sanctioned events, must first be approved by the Director of Student Activities. All student club and employee organization graphics require final approval of the Director of Marketing and Public Relations, prior to the image being utilized on any promotional items (i.e. T-shirts, hats, clothing, pens, pencils, brochures, etc.). Any student clubs or organizations hosting college sponsored events (such as the Summer Music Fest, Pow Wow, Annual Plant Sale etc.), that would like to have a graphic image developed to promote that event on promotional materials (T-shirts, pens, caps, etc.), have the option of crafting the design, or may call upon the professional assistance of SJC Marketing and Public Relations Department. For clarification on approval requirements for student club logos, contact the Director of Student Activities at , or for employee organization graphics, contact the Director of Marketing and Public Relations at Associated Students of San Juan College (AS/SJC) is considered to be a department of San Juan College, and thus falls under the aforementioned guidelines. Only sanctioned San Juan College Student Clubs under the guidance of AS/SJC and Organizations (including SJC employee associations, committees and teams) are allowed to utilize the San Juan College name, logo, image or wordmark. All San Juan College student club images must follow all other college policies and protocols. The official San Juan College wordmark or logo should used on promotional items to display the connectivity/ partnership with San Juan College. When utilizing the SJC logo, it must be separated from the original club or organization image, which maintains the required branding of the SJC logo. When utilizing the SJC logo or wordmark, the official font and colors must be adhered to as stated in the Branding Identity Guidelines. (See Appendix G on page 18 for examples.) The cost of all student club or employee organizational promotional items, including printing, are the responsibility of the club or organization. Purchases made by student sanctioned clubs must follow the guidelines set forth by Student Activities. Use of all other trademarked images, logos, wordmarks or properties are not allowed to be utilized in conjunction with any SJC clubs, organizations or logos without expressed written consent of the owner, as well as approval of the Director of Marketing and Public Relations. 10

11 Approval A copy of your external communication, newsletter, publication, merchandise or promotional materials must be submitted to MPR for approval. Internal communications such as degree sheets, course materials, faculty or student publications and other related internal communication materials do not need approval from MPR. However, any internal or external communications promoting either schools, departments or programs, courses or events should always incorporate the SJC logo in their communication. The tagline should also be incorporated when suitable. Poster and Flyer Templates The templates can be found on the MY SJC Portal under Staff News. Simply click on the link: Branding at San Juan College, download the template of your choice and insert your photos and event info. Please note: the templates are designed specifically for INTERNAL/ ON CAMPUS use only. All external promotions are required to be channeled through Marketing an PR. See appendix H. Letterhead and Envelopes Official College letterhead can be purchased in the Bookstore. If you request specialized letterhead with department name, please consult with MPR. Business Cards Official business cards can be ordered online from My SJC Portal under Quick Links, and will be handled through MPR. They can be purchased in quantities of 250, 500 or 1,000. If you require additional logos or information that deviates from the standard, please confer with MPR. Fax Forms For the approved standard cover page for faxes sent externally, see appendix C or download fillable form. Memo Forms For the approved standard cover page for memos sent internally and externally, see appendix D or download fillable form. Template To ensure readability and professionalism, there is an approved standard for official correspondence. Please do not include emoticons, colored backgrounds, unreadable fonts or colored text other than approved SJC purple. See appendix E. PowerPoint Presentations The College provides PowerPoint Presentation templates for both external and internal presentations representing San Juan College. It is preferred that this template is used for all external presentations representing the College and can also be used for any internal presentation as well. For the approved standard PowerPoint template, see Appendix F or download fillable form. Providing Artwork for Banners, Promotional Materials, etc. The MPR office will provide official artwork and logos for merchandise, banners, etc. Often vendors require specialized files in order to ensure a high quality product, so the designers will work directly with the vendor to provide them. Signage All signage on campus (permanent signs, directional signs, magnetic car plates, etc.) will adhere to the graphic standards set forth in this manual. The logo and tagline will be reproduced correctly, in terms of proportion and color (see pages 6 and 11 for approved PMS combinations). Website and Social Media The design of the College s website and social media accounts adhere to official design standards, including colors, appropriate use of logo, fonts, photography and graphic elements. In addition, lower tier pages for departments and programs must fit the approved template and work within the established standards. MPR oversees the website and social media and can assist with uploading files and designing pages. For website information contact Megan Freeman at For social media contact Angelique Rodriguez at Use of Publisher Software The presence of Publisher desktop design software on PCs has allowed people to design their own fliers, brochures and signage. Please don t mistake this software for professional graphics software. Printing companies are not able to use Publisher when printing materials, and Publisher is not intended to be used as professional graphics for an educational entity. If you need promotional printed materials (brochures, give aways, etc.), you must go through the MPR office to develop those. 11

12 APPENDIX A - Official College Color Palettes 12

13 APPENDIX B - Branding Samples Advertising Samples Newspaper ad Shopping mall kiosk ad Magazine ad Posters/flyers Samples 13

14 APPENDIX C Fax Form Museo 700 in a 70 point size in black is the font used for the word Fax. Museo 300 in a 12 point size in black is the font used for the remaining information. The example below is shown smaller than actual size. Fax Success Matters 4601 COLLEGE BLVD FARMINGTON, NM Date: To: Name Title Fax number Company: Phone number From: Name Title Fax number Phone number Pages: # + Cover page Message: 14

15 APPENDIX D Memo Form Museo 700 in a 70 point size in black is the font used for the word Memo. Museo 300 in a 12 point size in black is the font used for the remaining information. The example below is shown smaller than actual size. Memo 4601 COLLEGE BLVD FARMINGTON, NM To: From: Title: Date: Re: 15

16 APPENDIX E Template To ensure readability and professionalism, there is an approved standard for official (i.e. external) correspondence. Please do not include emoticons, colored backgrounds, unreadable fonts or colored text. The template is the approved format for s you send externally from San Juan College: Body copy should be in Gill Sans, 11 pt, black, or the default, which is Calibri, 11 pt., black. Because the use of color backgrounds, color fonts, themes or emoticons can be distracting and difficult to read, their use is discouraged. The background should remain white. Always include a subject in the Subject box. All messages should contain your signature in order for the recipient to identify who you are and how to get in touch with you by phone or in person if necessary. To set your signature in Outlook, go to Tools in the menu bar, select Options, Mail Format, then Signatures. Select Gill Sans, 11 pt., black. (Your signature can also be in SJC purple, set as a Custom Color at RGB 80r, 7g, 120b.) Information should include, at the minimum, the following: Name Title San Juan College Farmington, NM Phone with area code; Fax Phone OR Cell Optionally, you can include the college s web site address at and your physical address (especially helpful for those off the main Farmington campus). Some may choose to personalize their with quotations, strengths, etc. Please make sure these are appropriate to an educational institution. Alternately, you can insert your personal business card, which you can create in Contacts. When sending a new message, select Insert from the menu bar, then Business Card, and select your own card to insert. (If you insert your business card, you won t need to include a signature, too.) To create a business card, select Contacts, New, then fill in the appropriate fields. To add the college logo, select Add Picture in the top menu bar, go to your files and insert the logo. Press Save & Close College Boulevard Farmington, New Mexico (505)

17 APPENDIX F Powerpoint templates generic Templates can also be made for your department, school or program 17

18 APPENDIX G Examples - SJC Student Club/Organization Tshirt approved logo use front logo - with department name and back design front design - with SJC logo front design - with SJC logo on sleeve 18

19 APPENDIX H The templates can be found on the MY SJC Portal under Staff News. Simply click on the link: Branding at San Juan College, download the template of your choice and insert your photos and event info. There are four different color options available for you to choose from, allowing you to coordinate with your content, event, season, style, etc. Each design is provided in letter, legal and tabloid sizes. Note: If you would like to produce a larger 2 ft. x 3 ft. foam core poster, you will want to utilize the 11x17 template to design your poster. Once you have completed your design, send the file to SJC Copy Services and request that they print it in the larger size (2ft x 3 ft) and mount the it on foam core. If you have any questions, please feel free to contact the Marketing and Public Relations Department. 8.5x11 8.5x14 11x17 19

20 Marketing & Public Relations 4601 COLLEGE BOULEVARD FARMINGTON, NEW MEXICO sanjuancollege.edu/pr (505)