Transcription
BrandIdentityGuidelines2010
ContentsBRAND IDENTITYGRAPHIC IDENTITY3About These Guidelines6Signature4Mission & Values9Logo5Personality11Tagline21Writing Style Guide12Signature & Logo Use13Spatial Relationships14Color Palette15Typefaces19Photography20RibbonBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.2
The Clarkson College brandis everywhere in everything we do,say and touch as an institution.The following pages outline the brand identityguidelines of Clarkson College. They are a guideto the usage and presentation of the elements andcharacteristics of our brand.These guidelines are an essential tool in establishingand maintaining an identity that will properlycommunicate the Clarkson College brand acrossall audiences.It is important to use the logo and logotypeconsistently and with consideration. It should beused to unify and strengthen all internal and externalcommunications. The design of the logo and logotypehas been carefully considered; its form is distinctand should not be altered in any way. It is theresponsibility of each faculty and staff member toproperly follow the standards in order to representthe Clarkson College identity with maximum impact.Using the logotype incorrectly undermines theClarkson College image. Therefore, it is veryimportant that this manual be followed carefully.Any attempts to recreate this icon and logotypeshould be avoided. Always use the original,electronic files that are available through theMarketing department.
Mission:Preparing students toprofessionally providehigh quality, ethical andcompassionate healthcare services.Values:LEARNINGThe lifelong process of education throughboth structured and unstructuredexperiences.CARINGAn empowering relationship throughan attitude of empathy, compassion andrespect for those with whom we interactand serve.COMMITMENTDedication to the shared mission ofClarkson College.INTEGRITYAdherence to moral and ethicalstandards in personal, professional andorganizational actions.EXCELLENCEA level of performance in which allindividuals strive for extraordinary quality.
Personality:Founded in 1888, Clarkson Collegehas a strong reputation for academicrigor and exceptional professionalpreparation. Students and alumniare serious and professionallyfocused in a breadth of health careservice areas.
SignatureThe Clarkson College signature is made up of three components: The icon, logotypeand tagline. These three elements should always appear in relationship to oneanother as shown in these guidelines. The icon and logotype should always be usedtogether, never seperately. In certain instances when space is limited, the icon may beconsidered to be used seperately after consulting with the Marketing department.IconLogotypeLogoSignatureTaglineBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.6
SignatureThe Clarkson College primary signature is made up of three components: The icon,logotype and tagline. These three elements should always appear in relationship toone another as shown in these guidelines. The primary signature is to be used at alltimes unless a horizontal format is needed for a specific application.PRIMARY SIGNATURECMYK CoatedCMYK UncoatedBlackReversedBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.1 Color Spot7
SignatureThe Clarkson College horizontal signature is made up of three components: The icon,logotype and tagline. These three elements should always appear in relationship toone another as shown in these guidelines. The horizontal signature is to be used onlywhen the primary signature will not fit a specific application.HORIZONTAL SIGNATURECMYK CoatedCMYK UncoatedBlackReversedBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.1 Color Spot8
The Clarkson College primary logo is made up of two components: The icon andlogotype. These two elements should always appear together and in relationship toone another as shown in these guidelines. The primary logo is to be used at all timesunless a horizontal format is needed for a specific application. In certain instanceswhen space is limited, the icon may be considered to be used seperately afterconsulting with the Marketing department.LogoPRIMARY LOGOCMYK CoatedCMYK UncoatedBlackReversedBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.1 Color Spot9
The Clarkson College horizontal logo is made up of two components: The icon andlogotype. These two elements should always appear together and in relationshipto one another as shown in these guidelines. The horizontal logo is to be used onlywhen the primary logo will not fit the specific application.LogoHORIZONTAL LOGOCMYK CoatedCMYK UncoatedBlackReversedBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.1 Color Spot10
TaglineThe “Prepare to be the best” tagline states the brand promise made to all studentsenrolled at Clarkson College. The tagline always accompanies the logo on allmaterials unless it is used larger as a stand-alone element elsewhere within closeproximity to the logo.TAGLINECMYK CoatedCMYK UncoatedBlackReversedBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.1 Color Spot11
Signature & Logo UseUsing the Clarkson College signature and logoproperly is essential to maintaining our brand. Theseguidelines serve as a referencing point to help ensurethe College signature and logo are used properly invarious applications.RESIZINGWHAT FILE TYPE TO USEHOW TO PLACE AN EPSHold the “shift” key to keep proportionwhenever the signature or logo needs tobe resized within a document.When creating a document that will beprinted, always use an EPS file. EPS filesprovide greater clarity on printed piecescompared to a JPEG.An EPS file is inserted in Microsoft Officeprograms just like a picture is inserted intothese programs. Since most computersdo not have the appropriate software toopen an EPS file, users are not be able todouble-click to open an EPS like they canwith a JPEG file.SPATIAL RELATIONSHIPSWhen placing the signature or logo, thereis a set amount of surrounding space thatshould not have anything placed in it. Referto “Spatial Relationships” on page 13.When creating something that will neverbe printed (PowerPoint presentation,e-mail signature), use a JPEG file. Neveruse a JPEG file if the document will beprinted. Use an EPS file instead.Brand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.12
Spatial RelationshipsThe spatial relationship surrounding the signatureor logo should equal a minimum of “x,” theheight of the icon used. This provides the logowith the appropriate spacing needed to easilycommunicate across all mediums.Minimum clear space XXMinimum clear space XBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.13
The Clarkson College brand has a limited color palette to provide consistency andrecognition. Colors are important to our visual identity; consistency is essential. Our colorsare specified as Pantone colors, and these colors are our “ideal colors.” All colors shouldmatch the value for “Pantone coated” as much as possible to ensure identical color in alluses and media.Color PaletteLOGO COLORSECONDARY COLORSMidnight BlueSky BluePANTONECMYK (C)CMYK (U)RGBHTMLPANTONECMYK (C)CMYK (U)RGBHTML295100 068 008 052099 051 008 036000 047 095002F5F542064 019 001 004057 013 007 003100 160 20064A0C8Leaf GreenSpring GreenAtmosphere GrayStorm GrayLeaf GreenSpring GreenAtmosphere GrayStorm GrayPANTONECMYK (C)CMYK (U)RGBHTMLPANTONECMYK (C)CMYK (U)RGBHTMLPANTONE Cool Gray 2CMYK (C) 005 003 004 008PANTONECMYK (C)CMYK (U)RGBHTML363078 005 098 024059 003 096 020060 138 0463C8A2EBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.382028 000 092 000032 000 082 000190 214 000BED600CMYK (U)RGBHTML004 003 007 009213 214 210D5D6D2Cool Gray 9029 023 016 051028 016 012 035116 118 12074767814
TypefacesBy using different script variations of the same font, we can optimize legibility and helpthe reader obtain a better overview. At the same time, we establish consistent expressionthroughout our communications. The Garth Graphic font has a lot of flexibility. Thedifferent script variations should be chosen carefully, and the condensed versions of thisfont should never be used in pieces relating to Clarkson College.Garth GraphicGarth Graphic RegularGarth Graphic ItalicGarth Graphic BoldGarth Graphic Bold stuvwxyz1234567890!@# vwxyz1234567890!@# vwxyz1234567890!@# vwxyz1234567890!@# %&*Typically used for subheads and body copyTypically used for subheads andemphasis in body copyTypically used for headings andemphasis in body copyTypically used for subheads andemphasis in body copyBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.15
TypefacesSince Garth Graphic is a licensed, purchased font, it is not available on all computersboth on and off campus. Calisto MT and Book Antiqua are approved substitutionsto be used when Garth Graphic is not available. These are generic fonts that are installedon most computers.Calisto MTBook AntiquaCalisto MT RegularCalisto MT ItalicCalisto MT BoldCalisto MT Bold ItalicBook Antiqua RegularBook Antiqua ItalicBook Antiqua BoldBook Antiqua Bold ItalicTypically used for subheads and body copyTypically used for subheads andemphasis in body copyTypically used for headings andemphasis in body copyTypically used for subheads andemphasis in body copyBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.16
TypefacesWhile Garth Graphic is to be used as the primary font of Clarkson College, Avenir can beused as secondary font to provide variation and flexibility. Avenir is a clean, modern fontwith excellent legibility.AvenirAvenir LT Std 35 tuvwxyz1234567890!@# %&*Typically used for subheads and body copyAvenir LT Std 35Light rstuvwxyz1234567890!@# %&*Typically used for subheads andemphasis in body copyAvenir LT Std 85 tuvwxyz1234567890!@# %&*Typically used for headings andemphasis in body copyBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.Avenir LT Std 85Heavy rstuvwxyz1234567890!@# %&*Typically used for subheads andemphasis in body copy17
TypefacesSince Avenir is a licensed, purchased font, it is not available on all computers both on andoff campus. Corbel is the approved substitution to be used when Avenir is not available.It is a generic font that is installed on most computers. While Garth Graphic or its approvedsubstitions are to be used as the primary font of Clarkson College, Corbel can be used assecondary font to provide variation and flexibility.CorbelCorbel RegularCorbel ItalicCorbel BoldCorbel Bold stuvwxyz1234567890!@# vwxyz1234567890!@# vwxyz1234567890!@# vwxyz1234567890!@# %&*Typically used for subheads and body copyTypically used for subheads andemphasis in body copyTypically used for headings andemphasis in body copyTypically used for subheads andemphasis in body copyBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.18
PhotographyPhotography is a universal medium used to tell stories and make human connections.In our brand expression, we use imagery to communicate in a compelling and immediateway to make a meaningful connection with our audience. Desaturated color photographsare used to attract attention. White backgrounds should be used to communicate an open,contemporary feeling.COLOR PHOTODESATURATED PHOTOBegin with color (RGB) photograph.To achieve the correct style, use the following edits as astarting point for each image: Saturation -80, Contrast 20.The levels of these edits will vary with each image as thecorrect desaturated look is achieved.Brand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.19
RibbonThe “ribbon” graphic device is a visual addition to the brand, and its angles are based offof the angles in our icon, the Maltese cross. Whenever possible, the size proportions shownbelow should be used. When the logo is placed in the ribbon, the baseline of our taglineshould be flush with the bottom of the spring green ribbon. To use the ribbon graphicelement, contact the Marketing department.7X4X2XX30 330 Brand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.20
Writing Style GuideREFERENCING THE COLLEGEWhen referencing Clarkson College,“Clarkson College” or “the College”should be used. The College shouldnever be referred to in the possessivetense such as “Clarkson’s” or“Clarkson College’s.”ADDRESSWhenever the Clarkson Collegereturn address is used, it should bestyled and punctuated as follows:101 South 42 St. Omaha, NE68131-2739ALUMNIAlumni refers to a group of male andfemale graduates or a group of malegraduates. Alumnus is a single malegraduate, and alumna is a singlefemale graduate. Alumnae refers to agroup of female graduates.DEGREESDegrees should be listed as follows:diploma, certificate, Associate ofScience in., Bachelor of Science in.,Master of Science in., Associate’sdegree, Bachelor’s degree, Master’sdegree and Post-Master’s degree.Certificate is capitalized whenreferencing the formal name of thecertificate earned, such as “PostMasters Certificate in Business.”Part of maintaining the Clarkson College brandis the consistent use of writing styles, referencesand abbreviations. These guidelines serve as areferencing point to help maintain the brand invarious applications.HEALTH CAREHealth care is spelled as two words.MISSION & VALUESCapitalize when referencing theClarkson College Mission andValues. The Values of Learning,Caring, Commitment, Integrity andExcellence.PHONE NUMBERSWhen listing phone numbers, periodsshould replace dashes between thenumbers as follows: 402.552.3100DEPARTMENTSDepartment names within theCollege should be capitalized,such as “Marketing department,”“Admissions office,” “Registrar’soffice” or “President’s office.”PROGRAM NAMESClarkson College programs shouldalways be capitalized and neverreferenced as schools, such asBrand Identity Guidelines 2010For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department.“School of Nursing” or “School ofAllied Health.”SERVICEShould be referenced as “Service atClarkson College” or “Service.”TITLESTitles should be capitalized whena name is associated with the title.If a title appears without a name, itshould not be capitalized.WEBSITESpell as one word with a lowercase“w” unless beginning a sentence.When listing the URL for our site,it should be listed as follows:ClarksonCollege.edu21
BrandIdentityGuidelinesFor more information on the brand identity guidelines forClarkson College, contact the Marketing department.Jina Paul, Director of MarketingPH 402 552 6114pauljina@clarksoncollege.eduNicole Bonk, Graphic Design & BrandManagement CoordinatorPH 402 552 6377bonknicole@clarksoncollege.eduAdam Hardy, Digital & Website DesignerPH 402 552 6476hardyadam@clarksoncollege.eduStefanie Skrdla, Academic Outreach Liaison402 552 2944skrdlastefanie@clarksoncollege.eduPHMikaela Yeager, Marketing Specialist402 552 2685yeagermikaela@clarksoncollege.eduPH
ClarksonCollege.edu
For more information on the brand identity guidelines for Clarkson College, please contact the Marketing department. Typefaces While Garth Graphic is to be used as the primary font of Clarkson College, Avenir can be used as secondary font to provide
