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Dual-Campus Visual Identity Guidelines

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Dual-Campus Visual Identity Guidelines VISUAL IDENTITY GUIDELINES TABLE OF CONTENTS INTRODUCTION Using the Guidelines 1 LOGOS 2 The Principia Seal 3 Principia Dual-Campus Wordmark 4 SOCIAL MEDIA 5 Social Media Overview 6 Identity for Social Media 7 COLOR 8 Principia Dual-Campus Colors 9 TYPOGRAPHY 10 Typography Overview 11 Typography Hierarchy 12 PHOTOGRAPHY 13 Photography Snapshot 14 ONLINE RESOURCES To download logos, PowerPoint files, IDENTITY MATERIALS 15 templates, digital letterhead, and Personal Note Cards 16 other assets, select Marketing under Letterhead 17 Offices on PrinWeb. Business Cards 18 To initiate a marketing job, fill out a Marketing and Communications Request Form. USING THE GUIDELINES Visual Identity Guide Overview COMMUNICATIONS AND PUBLIC RELATIONS Laurel Walters A core part of an organization’s brand is its visual identity. Our name and logos Marketing and Communications Director are important assets that are recognized around the world. This branding guide, [email protected] along with those for the School and College, is designed to help everyone at Ext. 3560 Principia present our visual identity in a consistent way across all communica- tions. NEW MARKETING PROJECTS Kathy Coyne Utilizing the visual identity standards provided in this guide will help accomplish Associate Marketing Director three key objectives: [email protected] Ext. 3150 • Enable departments to communicate cohesively and consistently to a DESIGN, PHOTOGRAPHY, diverse range of audiences AND VIDEO PRODUCTION • Differentiate Principia in a consistent and effective manner Ben Schaberg • Reinforce Principia’s brand, which, in turn, will support the Creative Director institution’s growth and strategic objectives [email protected] Ext. 3306 EDITORIAL Trudy Palmer Editorial Director [email protected] Ext. 3157 DIGITAL Jonathan Hosmer Web Director [email protected] Ext. 5130 GENERAL PROJECT AND PROCEDURAL QUESTIONS Kristin Manker Marketing Coordinator [email protected] Ext. 3517 1 LOGOS Principia’s visual identity marks are vitally important to our brand. These marks act as a signature, an identifier, and a stamp of quality and recognition. They are, and always should be, the most consistent component in our communications. By reviewing and adhering to these guidelines, you will help support this vital consistency and brand awareness. 2 THE PRINCIPIA SEAL The Principia seal consists of a sheaf of wheat, the institution’s wordmark, the year Principia was established, and our motto, “As the sowing, the reaping.” The seal is the dual-campus mark of Principia and should be used for all dual- campus communications. The seal can appear only in the colors shown here. 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 0.25 inch Exclusion Zone 0.25 inch Exclusion 1.25 INCHES DEFAULT HEIGHT 0.25 inch Exclusion Zone PMS 872 PMS 295 BLACK REVERSE MINIMUM HEIGHT In some instances, the seal height may be reduced, but it should never 0.875 INCHES MINIMUM HEIGHT be smaller than 0.875 inches, to preserve legibility. If working within a smaller visual space, use the appropriate wordmark in place of the seal. 3 PRINCIPIA DUAL-CAMPUS WORDMARK A wordmark is a stylized treatment of an institution’s name. The wordmark uses Principia’s font, a special typeface that cannot be replicated, so the correct artwork must always be used and should appear only in the colors below. WORDMARKS + SEAL The dual-campus wordmark and seal should be paired on official documents such as letterhead and business cards. 4 SOCIAL MEDIA Our audiences may encounter Principia digitally through our website or social media long before they experience Principia in person. To translate our brand thoughtfully for digital communications, it’s important to keep in mind how our audience digests digital content and how it appears on screen. 5 SOCIAL MEDIA OVERVIEW Many of our audiences communicate primarily through one of the four main social media channels. Below are high-level practices to keep in mind so that appropriate content is crafted in the right manner for each channel. CHANNEL TWITTER FACEBOOK INSTAGRAM LINKEDIN HOW TO USE Share live-event updates, Share news, milestone Post visually striking “in- Post job opportunities engage one on one with updates, or photos and the-moment” photos and and industry thought the community, and seek videos that show campus videos that communicate a leadership, and publish out and engage in brand- life and events. sense of brand personality. news about the related conversations. institution itself. CORE USER MILLENNIALS BOOMERS MILLENNIALS BOOMERS DEMOGRAPHIC GEN Z GEN X GEN Z GEN X MILLENNIALS MILLENNIALS GEN Z COPY APPROACH CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL IMAGE PRODUCTION VALUE CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL CASUAL FORMAL 6 IDENTITY FOR SOCIAL MEDIA Principia runs active channels on Facebook, Instagram, LinkedIn, and YouTube. We encourage our community to like, share, and engage with these channels to increase Principia’s exposure and help us communicate via social media. For a full list of Principia’s social media channels, visit principia.edu/socialmedia. DUAL-CAMPUS SOCIAL MEDIA PROFILES AND CHANNELS Facebook—Alumni Instagram—Alumni LinkedIn—The Principia @PrincipiaAlumni @PrincipiaAlumni @Groups/1833628 YouTube—The Principia @Principia 7 COLOR Principia’s colors say a lot about who we are. Beyond our logos, they’re one of the most identifiable aspects of our brand. Our color palette helps audiences identify us at a glance, and the way we use color sets the mood for all communications. 8 PRINCIPIA DUAL-CAMPUS COLORS Principia’s primary palette features the institutional colors—blue and gold. This primary palette ensures we stay true to who we are, while working with a range of neutral and secondary colors to meet the needs of various communications. PRIMARY PALETTE PMS 295C CMYK 100 / 85 / 36 / 39 RGB 16 / 43 / 82 HEX # 102b51 PMS 872C CMYK 20 / 30 / 70 / 15 RGB 180 / 151 / 90 HEX #b49759 9 TYPOGRAPHY When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Principia’s typography communicates clearly and cleanly and is flexible across a wide range of print and digital communication mediums. A C D E10 F TYPOGRAPHY OVERVIEW Flexibility comes from using one type family that contains all the necessary styles. Principia’s typeface, Roboto, features sans and slab fonts. The typeface was selected because of its modern and clean form. PRIMARY SANS-SERIF CHARACTERS WEIGHTS A B C D E F G H I J K L REGULAR M N O P Q R S T U V W X Y Z ITALIC ROBOTO a b c d e f g h i j k l m n o p q r s t u v w x y z BOLD 1 2 3 4 5 6 7 8 9 ! @ # $ % BOLD ITALIC Uses: Headlines, subheadlines, body copy, page titles, captions ^ & * ~ ( { [ “ - + = . , ; : • ” ] } ) PRIMARY SERIF CHARACTERS WEIGHTS A B C D E F G H I J K L LIGHT M N O P Q R S T U V W ROBOTO X Y Z REGULAR a b c d e f g h i j k l m n BOLD SLAB o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 ! @ # $ % Uses: Headlines, callouts, fast facts ^ & * ~ ( { [ “ - + = . , ; : • ” ] } ) 11 TYPOGRAPHY HIERARCHY This sample setting shows how typography could be used in a hierarchy that ensures effective use of typefaces to convey information. PELLENTESQUE HABITANT MORBI TRISTIQUE Label Roboto, Black, All Caps Kerning -25, Size 9 pt. Short Headline Roboto Slab, Bold, All Caps LOREM IP Size 45 pt., Leading 45 pt. SUM DOLOR. Lorem ipsum dolor sit amet, Subhead or Lead-In Copy Roboto, Bold, Title Case onsectetur adipiscing elit. Ut diam Size 16 pt., Leading 20 pt. risus, sollicitudin vel dolor in, molestie cursus ligula. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut Body Copy diam risus, sollicitudin vel dolor in, molestie cursus ligula. Roboto, Regular Vivamus vestibulum dictum est, sit amet dignissim eros Size 10 pt., Leading 14 pt. scelerisque sed. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Integer gravida venenatis sollicitudin. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut diam risus, Captions sollicitudin vel dolor in, molestie cursus ligula. Roboto, Italic Size 8 pt., Leading 12 pt. 12 PHOTOGRAPHY Photography is a powerful asset for visual storytelling. It helps us tell the rich, full story that is Principia. By aligning our photography style and usage across the institution, we can create a look and feel that’s distinctly ours. 13 PHOTOGRAPHY SNAPSHOT Principia’s photography should feel personal, joyful, and light, while also conveying a sense of engagement and innovation. 14 IDENTITY MATERIALS Principia has a standard suite of identity materials that includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. This section shows how our master visual brand comes to life through some of the core identity materials such as letterhead and business cards. 15 PERSONAL NOTE CARDS The Principia Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name and are printed on 5” x 7” white card stock. Institutional thank-you cards are printed at a 10” x 7” size and folded in half to a final size of 5” x 7” with the inside blank. TEMPLATE 1 TEMPLATE 2 NAME HERE First Last, Degree Title title title title 5 INCHES 5 INCHES 5 Principia, 13201 Clayton Road, St. Louis, MO 63131 l 314.434.2100 l [email protected] 7 INCHES 7 INCHES TEMPLATE 3 Customized letterhead, envelopes, business 5 INCHES 5 cards, and note cards can be ordered from the Principia Copy Center using the Copy Thank You Center Request Form.
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