Transcription
OLDSCOLLEGEBRAND GUIDELINES
THE CONTENTSOF OUR BRANDHOW WE USE OUR BRAND BUILDSTHE POTENTIAL FOR OUR FUTURE . . . . . . . . . . . . . . . . . . . . . . . . . 4What is our brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Why is our brand important? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Our brand is grown from quality education . . . . . . . . . . . . . . . . . . . 6Our campuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Moving forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Our brand purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Our brand is guided by our social purpose . . . . . . . . . . . . . . . . . . . 9Leading agriculture’s future. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Our impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Current challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Key questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Olds College 2020 brand map . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Our brand follows our mission . . . . . . . . . . . . . . . . . . . . . . . . . . . 12OUR BRAND IS REINFORCED BY OUR IMAGE . . . . . . . . . . . . . . . . 13Our logo identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Logo options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Logo options for silk-screening and embroidery . . . . . . . . . . . 16Logo use: what not to do . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Brand extensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Sub-brand logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Partnership logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Event and campaign wordmarks . . . . . . . . . . . . . . . . . . . . . . . . . 21Primary brand colours. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Secondary brand colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23DESIGN ELEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Brand personality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Olds College design trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26White space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Icon use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Image style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27BRAND APPLICATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Business cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Letterhead, envelopes and folders . . . . . . . . . . . . . . . . . . . . . . . . 30Email signatures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Presentation templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Events and large scale design . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Ads and marketing materials. . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Merchandise and promotional material . . . . . . . . . . . . . . . . . . . . 36Digital signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37Website and Intranet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38BRAND AUDIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39Media inquiries and interviews . . . . . . . . . . . . . . . . . . . . . . . . . . 40Emergency and crisis communication . . . . . . . . . . . . . . . . . . . . . 41Social media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42OLDS COLLEGE BRAND GUIDELINES I 3
Our historyis the foundationof our brandHOWWE USEOUR BRANDBUILDSTHE POTENTIALFOR OURFUTUREWith roots that start in 1913, we are grounded by over a centuryof success in providing agricultural education, innovative researchand contributions to the global progression of agriculture itself.Olds College has always offered high-tech, hands-on learningexperiences that lay the foundation for solving real-worldproblems in farming, food and land.In many ways, Olds College pioneered this field of education.We have always been champions of how technology canimprove our daily lives, create new careers and enhancethe potential of our shared future.Continuing our history of looking forward, our leadershipteam is committed to transforming our operationso that it actively fosters the advancement of true,information-based agriculture.Olds Collegeis known for: 4Highly valued graduatesExcellence in education and researchHigh-tech agriculture leadershipA legacy of innovationGlobal relevancyCollaborative integrityAuthenticity in everything we do
IdentityLogoStrategyOlds CollegeBrandDesignMediaLoyaltyWHATIS OURBRAND?The Olds College brand communicates who we are. It shows what we do and whywe do it. Our brand represents our values, our vision and our mission. It is our promiseto our students, our peers and our community to strive for excellence. Our brand goesbeyond our logo and design elements and extends into our visual identity, promotionalstrategies, marketing, customer loyalty and perception in the media.MarketingWHY ISOUR BRANDIMPORTANT?Having a consistent brand is crucial for having a positive professional imagein the community. Every time our brand is viewed, heard or interacted with,we have an opportunity to reinforce what people think of Olds College.OLDS COLLEGE BRAND GUIDELINES I 5
OUR BRANDIS GROWNFROM QUALITYEDUCATIONWe proudly offerprogramming in: 6AgricultureAgriculture TechnologyAnimal ScienceBusinessContinuing EducationEquine Food Production andService IndustryLand and EnvironmentHorticultureTrades and ApprenticeshipsTransitional Employment
OURCAMPUSESOlds, AlbertaOur main campus covers more than 2,800 acres of landwith a diverse range of farming operations and educationalfacilities that serve the majority of our programs.In the summer of 2018, we launched The Smart Farmto transform our main campus into the highly connectedfarm of the future. With constant updates for emergingtechnologies, this future-focused initiative providescutting-edge learning, applied research and demonstrationenvironments for our students, life-long learners andindustry partners.OLDS COLLEGE BRAND GUIDELINES I 7
MOVINGFORWARDOur brand shapes the way we act and defines how we gain relevance in the lives of our students, staffand partners. Consistency is vital to our success, so it is important that we work together to follow thesebrand guidelines for our typefaces, logos, colours, voice, purpose and positioning.When used properly, these guidelines will keep our brand distinct, recognizable, reliable and valuable.This is how we sell Olds College and how we take our brand personality with us wherever we go:in our classes and labs, out in the field and everywhere in between. By working together, we can keepdriving Olds College forward and maintain our leadership for the future of agriculture and education.OUR BRANDPURPOSE:To both lead and inspire thefuture of agriculture by generatinga learning experience that isrelevant, in-demand and futurefocused for rewarding careers.8
OUR BRANDIS GUIDEDBY OURSOCIALPURPOSE:Transforming agriculturefor a better world.OLDS COLLEGE BRAND GUIDELINES I 9
LEADINGAGRICULTURE’SFUTUREOur impactEvery initiative at Olds College is aligned to our Social Purpose:“Transforming agriculture for a better world.”We believe in the power of innovation to move agricultureforward. Every day, Olds College strives to reimagine agricultureso we can continuously become more efficient, more productive,more sustainable and smarter in every sense of the word.Our impact on agriculture for Alberta and Canada is significant.To continue this success, our brand needs to build on the foundationof our history by both leading and inspiring the path towardagriculture’s future. Our reimagined brand has to accurately showstudents, partners and the global industry where we are today, andwhere we’re going in the decades ahead.Current challengesAs an industry, agriculture is being disrupted by increasing complexities,radical new technologies, globalized economies, climate change, trade warsand the constant noise of endless communication channels. As a school,we are now competing against a full spectrum of choices, including polytechnicinstitutes, entry-level community colleges, big name universities, online techcourses and on-the-job training.It’s a challenging environment, but unlike most, we have the ability to continuedominating the unique field of education that we helped pioneer, while alsoexpanding into diverse new industries, learning programs and education formats.Key questionsFrom a brand perspective, the biggest question is: how can we really stand outagainst competitors? What is the school’s undeniable purpose? What issues doesour reinvented brand need to address? And what gives it enough meaning to attractand retain student interest?10
PROGRAMSTransforming agriculture for a better world.STUDENTLIFEFUTUREOLDSCOLLEGE2020BRAND MAPLEGACYABOUT USTo both leadand inspire thefuture of agricultureby generating a learning experiencethat is relevant, in-demandand future focused forrewarding careers.NEWSRESEARCHandINNOVATIONSMART FARMSHOP OLDSExcellence in education and researchADMISSIONSOur brand purpose:ALUMNIandDONORSHigh-tech agricultureA legacy of innovationBeing global and relevantAbility to collaborateAuthenticity in everything we doWelcome to the new Olds:High-tech ed, for cutting-edge ag.OLDS COLLEGE BRAND GUIDELINES I 11
OUR BRANDFOLLOWSOURMISSION:Alberta’s agriculturecommunity has the talent,knowledge and thoughtleadership to lead globally.12
OURBRAND ISREINFORCEDBY OURIMAGEOur logo helps us build brand recognition and increaseour public profile every time it is shown.Consistent use of typography, colours, language andimagery helps us to grow a stronger brand and enhanceour image in the community.OLDS COLLEGE BRAND GUIDELINES I 13
OUR LOGOIDENTITYLogo size specificationsIn order to keep it legible, our logo should be shown no smaller than1.5 inches wide, or 108 pixels wide, when displayed full-size in the design.The Olds College logo is comprised of four elements:the wordmark, a gold wheat leaf, a red maple leaf andour 1913 establishment date.To maximize impact and visual recognition, the logoshould be shown on a white background. If this is notpossible, one of the appropriate alternate logos shouldbe used. Our logo should not compete with typography,graphic elements or surface edges.Current logos can be downloaded fromocconnect.oldscollege.caLogo clear zoneStrategic use of white space enhances the recognition of our brandand allows it to keep from getting lost in the design. The “clear zone”shown here is the minimum area that should surround the logo.This area is proportionate to the height of “OLDS COLLEGE” in the logo.14
Logo optionsPrimary full colour logoFull colour KO logoOur primary logo should be used whenever possible. It can beplaced over light coloured backgrounds or light, low density photos.This reversed KO (knockout) version of our primary logo should be used ondark backgrounds or over dark, high-density photos to enhance clarity.Alternate two-colour logoAlternate two-colour KO logoThis logo should only be used when limited colours are available,or when the full colour logo is not clear enough for the design.This reversed logo should be used on dark backgrounds andimages when limited colour options are available, or when theprimary logo is not clear enough for the design.Alternate greyscale/B&W logoAlternate greyscale/B&W KO logoThis logo should be used in greyscale or black and white mediums,or when the full colour logo is not clear enough for the design.This reversed logo should be used on dark backgrounds andimages in black and white or greyscale mediums, or when theprimary logo is not clear enough for the design.OLDS COLLEGE BRAND GUIDELINES I 15
Logo options forsilk-screening and embroideryIn smaller fabric applications and other low-resolution mediums, the fine details of the logocan become illegible. To prevent this, these alternate logos remove the small “EST.” lettersfrom the design. If you have concerns or questions about proper reproduction of the logo ina certain medium, please contact Corporate Communications & Marketing.Specific logos for embroidery andother small, fabric-based applications16Primary full colour embroidery logoPrimary full colour KO embroidery logoAlternate two-colour embroidery logoAlternate two-colour KO embroidery logoAlternate greyscale/B&W embroidery logoAlternate greyscale/B&W KO embroidery logo
Logo use:what not to doPlease take care to use the logo exactly as it has beenprovided by our official resources. These are some examplesof what not to do with our logo.Do not tint, shade or add transparencyDo not disproportionately resizeor skew the logoDo not change fontsDo not add textures, shadows or effectsDo not use logos that knock outcoloured backgroundsDo not change coloursDo not angle the logoDo not use low resolution file formats,or logos from second-hand sourcesDo not separate or alter elementsOLDS COLLEGEOur most up-to-date official logos can be found at occonnect.oldscollege.caOLDS COLLEGE BRAND GUIDELINES I 17
BRANDEXTENSIONSIt is important to clearly identify our presence in the community to generateeffective brand recognition. All areas of the College are required to comply withour visual identity system. Specific brand extensions can represent schools,departments, programs, buildings, clubs or other parts of our organization.The extension can be added to any of the color variations of our institutional logo.Please contact Corporate Communications & Marketing to request a specific brandextension logo.18
SUBBRANDLOGOSThe Olds College sub-brand is a linked entity of the College.These four divisions have a commercial or enterprise componentand must follow all other Olds College brand guidelines, includinguse of typography, colour, etc.In order to build a strong and recognizable identity, it is critical thatwe adopt consistent use of the Olds College institutional logo, brandextensions and sub-brands. For our students, staff, faculty, partners,donors, community and global friends this usage reinforces that ourunits work together for common goals.Usage and development of sub-brands is overseen by CorporateCommunications & Marketing.OLDS COLLEGE BRAND GUIDELINES I 19
PARTNERSHIPLOGOSOlds College is proud to work directly with our independently operated partnerstowards our shared vision. We recommend that our Olds College logo be used inconjunction with our joint venture partners’ logos to showcase our unitedappearance and enhance brand recognition. A few examples of our partnershiplogos are shown here.20
EVENT ANDCAMPAIGNWORDMARKSAny college fundraising, student activity campaigns or annual events shoulduse a designed graphic wordmark along with our institutional logo. This helpsto leverage our identity for your activity or event and keep our brand consistent.Event and campaign wordmarks must include the Olds College logoin all marketing material.Usage and development of college event and campaign wordmarksare overseen by Corporate Communications & Marketing.OLDS COLLEGE BRAND GUIDELINES I 21
GOLDConnects us to our rural roots, wheat and the sun.PRIMARYBRANDCOLOURSPantone 124 CCMYK: 7 / 35 / 100 / 0BURGUNDYShows our Canadian pride, passion and fire.Pantone 188 CCMYK: 33 / 92 / 74 / 38# 7A232ERGB: 122 / 35 / 46Our official colours give our brand character and communicate someof the emotional connection from our more than 100-year history.Unless it creates legibility issues, body copy should useour official charcoal colour instead of black in order to helpit stand out and give the brand a modern feel.BLACKPantone Black CCMYK: 0 / 0 / 0 / 100# 000000RGB: 0 / 0 / 0CHARCOALPantone 425 CCMYK: 0 / 0 / 0 / 8022# EBAA20RGB: 235 / 170 / 32# 58595BRGB: 88 / 89 / 91
PROGRESSIVE GREENPotential, endurance, stability and sustainability.Pantone 7738 CCMYK: 73 / 11 / 96 / 1SECONDARYCOLOURSThe alternate colours are not part of the corporate brand and will changeevery few years to stay relevant for emerging design trends. These colourupdates refresh our appearance and help us stay current for our audience.# 4DA54BRGB: 77 / 165 / 75UNLIMITED BLUEKnowledge, insight and infinite possibilities.Pantone 7688 CCMYK: 72 / 26 / 0 / 0# 349AD5RGB: 52 / 154 / 213CREATIVE ORANGEDrive, passion and the spark of new ideas.Much like our programs, our faculty and our students, these colours arespecifically chosen because they are unique and diverse. They complementeach other but also stand on their own. They “pop” on white backgroundsand help to keep the brand fresh. They can be used for photo overlaycolours and work with either charcoal or white copy.This richer, brighter palette represents the dynamic, ever-evolving forwardmotion of both the industry and the Olds College brand.Pantone 7579 CCMYK: 4 / 83 / 94 / 0# E7532CRGB: 231 / 83 / 44DYNAMIC PURPLEAmbition, prestige and wisdom.Pantone 258 CCMYK: 48 / 88 / 0 / 0# 934399RGB: 147 / 67 / 153INNOVATIVE CYANIntuition, reflection and depth of thinking.Pantone 326 CCMYK: 76 / 5 / 39 / 0# 00B0AARGB: 0 / 176 / 170OLDS COLLEGE BRAND GUIDELINES I 23
DESIGNELEMENTSA strong brand is created by consistent use of multiple design elements.This includes our brand personality, typography, use of icons andphotography selection.Consistent use of these elements allows us to maintain a unified designfor the Olds College brand that is easily recognized by the public.BRANDPERSONALITYWe strive to build an atmosphere of excitement around Olds College.We are as passionate about our students as they are about their education.We want the public to feel the excitement we have for educating and trainingour future leaders to grow a better world.24
TYPOGRAPHYConsistent use of the same typeface and font choices across all mediums iscrucial for maintaining our brand. The public should always be able to recognizeour official marketing materials.Our typeface and fonts were selected to provide legibility at a variety of sizesand provide flexible options for different weights. The official Olds Collegetypeface family is Helvetica Neue LT Std.To convey a feeling of confident forward motion, headlines are set inBold Condensed Italic (all caps), and subheads in Thin Italic.Headlines should always be placed on white backgrounds or over an imagewith enough clear space behind it.Regular Condensed should be used for body copy, and Bold for smallersubheads within body copy.Examples of heading optionsHelvetica Neue LT StdBOLD CONDENSED ITALICThin ItalicBoldExamples of body copy optionsHelvetica Neue LT StdCondensed ItalicLight Condensed ItalicDepending on the design, there is some typeface flexibility for event postersand campaign pieces, but this exception should be limited to headlines only.OLDS COLLEGE BRAND GUIDELINES I 25
White spaceWe recommend a white, clean, simple background to highlight our brand and allowour message to stand out. Our logo should be placed in the centre to increase impact.OLDSCOLLEGEDESIGNTRENDSClean, clear white space reducesnoise and increases impactIcon useWe were the first campus to offer education with a gamified app, and we are proud to be officiallyrecognized as an Apple Certified campus. Our students are tec
As a school, we are now competing against a full spectrum of choices, including polytechnic institutes, entry-level community colleges, big name universities, online tech courses and on-the-job training. . high-den
