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FanshaweCollegeBrandGuidelinesApril 2019 v5.0

Fanshawe CollegeBrand GuidelinesApril 2019v5.0Contents3Message from Reputation and Brand Management31Brand Pattern4Your Role: Brand Pathfinder32NorthStar: Design Element4Guiding Principles33Brand Fonts5Why Branding Matters34Photography5How Fanshawe’s Brand Strategy Helps The College35Stock Photography6Our Positioning36Brand vs. Campaign7Our Brand Identity37Campaigns: Examples7NorthStar38Campaigns: Further Clarifications8The Identity System39The Identity in Play9Logo: Primary Version40Corporate Seal10Logo: Primary Version, Clear Space41Stationery: Business Card11Logo: Secondary Version42Stationery: Letterhead12Logo: Secondary Version, Clear Space43Stationery: No. 10 Envelope13Logo: Primary International Version44Stationery: 9 12 Envelope with Window14Logo: Primary International Version, Clear Space45Name Badges15Logo: Secondary International Version46Email Signatures16Logo: Secondary International Version, Clear Space47Social Media17Logo: Improper Use48PowerPoint18Logo: Minimum Sizes49Merchandise19Logo: Alternate Colour Versions50Varsity Style Merchandise20Logo: Alternate Greyscale Versions51Fanshawe Falcons: The Identity System21Logo: Working with the Logos52Logo: Varsity Logo22Logo: Brand Architecture Framework53Logo: Varsity Logo, Clear Space23Logo: Co-Brand Architecture Framework54Logo: Retail Logo24Logo: Brand Architecture Definitions54Logo: Retail Logo, Clear Space25Logo: Brand Architecture Specifications55Logo: Improper Use26Logo: Brand Architecture Vertical Examples56Logo: Minimum Sizes27Logo: Brand Architecture Horizontal Examples57Logo: Alternate Colour Versions28Logo: Named School58Logo: Working with the Logos29Logo: Named School Examples59Contact Information30Brand Colours2

Fanshawe CollegeBrand GuidelinesApril 2019v5.03Message from theReputation and Brand Management teamFor Fanshawe to be sustainable in an increasingly competitiveenvironment, it’s absolutely critical that we clearly and consistentlycommunicate what makes Fanshawe distinct and special to our keyaudiences. Groups such as prospective and current students, staff,alumni, donors, business and government must understand howand why we stand apart from others.When we do this, we grow our awareness, reputation and profile,and greatly enhance our ability to be successful in the longterm. A strong and distinctive brand platform sets us apart fromcompetitors and attracts those who seek an experience that isuniquely our own.Our hope is that you will get as much out of this guide as was putin by community members. The Fanshawe brand is a reflection ofmuch time and effort by everyone connected with the College.With a compelling vision to unlock potential, a bold new look anda promise to educate, engage, empower and excite, Fanshawe hasa complete and robust set of tools to guide, frame and integrate allaspects of the College.If you have any questions about the brand or suggestions formaking it better, please contact the Reputation and BrandManagement office - we’d be happy to hear from you.

Fanshawe CollegeBrand GuidelinesApril 2019v5.0Your Role:Brand PathfinderThis guide is your toolkit for successfully creating Fanshawe communications and marketingcontent – including signage, correspondence materials, advertising, stationery, presentationsand brochures.All the fundamentals are here for you: your orientation to the Fanshawe positioning andpromise; all the essentials for using our identity (logo, colours, typography and layout styles);as well as sample applications to show how all the elements come together.Fanshawe must compete in a cluttered landscape of post-secondary education options.That’s why adhering closely to our distinct identity system is so critical. We must present abold, coherent face to the world and you play a vital role in building Fanshawe’s competitiveadvantage through our brand image.Guiding Principles1.Use of our visual identity is required.2. Be responsible in implementing our identity. We are a publicly-assisted institution thatuses its resources wisely.3. These guidelines will be updated periodically as we evolve existing applicationsand develop new ones.4. Collaboration is key. Have a question or inspired idea? Contact your Marketing Officerin Reputation and Brand Management.4

Fanshawe CollegeBrand GuidelinesWhy Branding MattersToday, the average person faces thousands of messages each day as marketerscompete for their attention in every medium. It is increasingly difficult fororganizations to ensure they are seen, heard and remembered. That’s why aconsistent and effective approach to brand management has never been moreimportant. Our brand strategy integrates many elements of our goals, messaging,identity, communications and marketing into one coherent framework and story. Aclearly articulated brand positioning and promise are at the heart of how we behave,what we deliver, and how we engage all our stakeholders. Our brand position,promise and core attributes are based on Fanshawe’s vision, mission and values.How Fanshawe’sBrand Strategy HelpsThe CollegeTaken together, all of these elements – from positioning to our brand identity –help the College: April 2019v5.0Maintain a resilient and consistent image across a variety of channels.Foster and strengthen important relationships with key audiences.Achieve long-term success in its strategic objectives.Make effective use of resources by leveraging Fanshawe’s reputation.Lend new programs a “halo effect” and improve their chances for success.Keep the College focused on its vision and positions Fanshawe as a leaderin higher education.Strengthen and unite each College entity, institution and service.5

Fanshawe CollegeBrand GuidelinesApril 2019Our PositioningFanshawe’s brand positioning helpsanswer the question, “Why Fanshawe?”We must differentiate the Collegefrom our competition and drivepreference – not only for studentsbut also prospective staff, employers,donors, supporters and partners. Itdefines Fanshawe’s difference to ourinternal community as well. Fanshawebest serves people looking for a postsecondary institution that recognizeseveryone’s journey to success is a oneof-a-kind path.BrandPositionBrand PromiseCharacter Attributesv5.0How we differentiate from the competitionWe are Canada’s pathfinder champion, offering a comprehensive suite of learningexperiences that engage and enable individuals to find their own unique paths to success.What we will do to achieve our brand position. We promise to Educate, Engage, Empower and Excite in everything we do.Key ingredients of our promise include: personalized tools and insights;advanced, relevant know-how; meaningful connections; and in-depth support.If Fanshawe was a person it would be Curious. Engaging. Bold. Spirited. Caring.Here’s how all the pieces connect.Our ValuesOur MissionOur VisionWhat we stand for and how we behaveFocus on students, involve our communities,utilize resources wisely, embrace change,engage each other.How we plan to achieve our visionProvide pathways to success, an exceptionallearning experience and a global outlook to meetstudent and employer needs.What we aim to achieveUnlocking Potential.6

Fanshawe CollegeBrand GuidelinesOur Brand IdentityFanshawe’s brand identity system provides strength to the College and can be representedas an overarching or “master brand” that spans the breadth of all our offerings. It makesit easier for students, employers and other key audiences to recognize and remember us;builds pride and unity in staff; creates support and excitement among alumni and friends;and helps us in our strategic collaborations with partners.NorthStarApril 2019v5.0NorthStar is the symbol of Fanshawe’spathfinding commitment. Because of itsessential role in navigation over millennia andacross many different cultures, the north star isknown by many descriptors: Polaris, pole star,lode star, guiding star. Polaris stands almostmotionless in the sky, and all the stars of thenorthern sky appear to rotate around it. Thatmakes an excellent fixed point from which tonavigate. Fanshawe’s NorthStar is made up offour letter Fs that come together to representall points of the compass to create multiplepathways to explore. It’s a powerful metaphorfor our role in helping people find their way,whatever their goals.7

The IdentitySystem

Fanshawe CollegeBrand GuidelinesLogo:Primary VersionVertical optionThe text component of thelogo is now “Fanshawe”(no “College”).9Pantone 1805NorthStar(symbol)LogoPantoneCool Gray 10There are two configurationsfor the logo. Each can beused depending on spaceavailable and how well itworks with the design of thepiece it will be used on.Use of the full-colourlogo versions on a whitebackground is preferred.Alternate colour versions anda usage guide are shown onpages 19 to 21.v5.0Pantone 485The secondary version of thelogo with “College” shouldonly be used when necessaryfor official or formalcommunication.“The Fanshawe Collegeof Applied Arts andTechnology” remains thelegal name of the institution.April 2019Horizontal optionWordmark

Fanshawe CollegeBrand GuidelinesLogo:Primary Version,Clear SpaceVertical optionClear space is the area aroundthe logo that protects it fromany other graphics that mightinterfere with it and dilutethe clarity of the identity. Thecapital letter “F” in the wordFanshawe determines howlarge that space should be.Horizontal optionApril 2019v5.010

Fanshawe CollegeBrand GuidelinesLogo:Secondary Version(with “College”)Vertical optionThe secondary version ofthe logo with “College”should only be used whendeemed appropriate for theaudience or official/formalcommunication.Pantone 1805“The Fanshawe College ofApplied Arts & Technology”remains the legal name ofthe institution.There are two configurationsfor the lock-up. Each can beused depending on spaceavailable and how well itworks with the design of thepiece it will be used on.Use of the full-colourlogo versions on a whitebackground is preferred.Alternate colour versionsand a usage guide areshown on pages 19 to 21.April 2019v5.0Pantone 485NorthStar(symbol)PantoneCool Gray 10Horizontal optionWordmark11

Fanshawe CollegeBrand GuidelinesLogo:Secondary Version(with “College”),Clear SpaceVertical optionEach version of the logo usesthe same clear space which isbased on the capital letter “F”in the word Fanshawe. Clearspace protects the logo fromany other graphics that mightinterfere with it and dilute theclarity of the identity.Horizontal optionApril 2019v5.012

Fanshawe CollegeBrand GuidelinesLogo:PrimaryInternational Version(outside of Canada only)Vertical optionv5.0Pantone 485Pantone 1805Because international audiencesare less familiar with Fanshawe,it is suggested that the word“College” be used. However, wheredeemed appropriate, the SecondaryInternational version (see page 15)may be used.International versions of theFanshawe logo are only to be usedoutside Canada. All materials thatare used in Canada, including thoseaimed at international audiences,must feature the primary versionof the Master College logo. Use ofthe International logos are limitedto Fanshawe officials unless writtenapproval is received. Questionsabout the use of the Internationalversion of the College logo shouldbe directed to Reputation andBrand Management.April 2019NorthStar(symbol)PantoneCool Gray 10Horizontal optionWordmark13

Fanshawe CollegeBrand GuidelinesLogo:Primary InternationalVersion, Clear SpaceVertical optionAs shown earlier, each versionof the logo uses the same clearspace which is based on thecapital letter “F” in the wordFanshawe. Clear space protectsthe logo from any other graphicsthat might interfere with it anddilute the clarity of the identity.Horizontal optionApril 2019v5.014