Urbana Blue Knights Branding & Logo Usage Guidelines

Updated 6.8.2015 2 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Contents

INTRODUCTION COLOR PALETTE Branding Overview...... 3 Primary Colors...... 20 Brand Names...... 4 Accent Colors...... 21 Athletic Programs & Facilities...... 4 STATIONERY BRAND MARKS Letterhead, Envelope & Business Card...... 22 Primary Logo...... 5 Templates...... 23 Alternative Logos...... 6 Wordmarks...... 7 EMAIL SIGNATURES Logo Color Variations...... 8 Preferred Usage...... 27 Wordmark Color Variations...... 13 Individual Sport Logos...... 16 COPY STANDARDS Introduction...... 28 APPLICATION Common Words & Phrases...... 29 Clear Space...... 17 Proper & Improper Usage...... 18 SOCIAL MEDIA Approved Networks...... 36 TYPEFACE Font Usage...... 19 CONTACT INFORMATION Contacts...... 37 3 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Introduction BRANDING OVERVIEW

This document provides guidelines for using the Urbana Blue Knights identity correctly. It explains what to do and shows examples of how to do it, while still allowing for flexibility and creativity. The guidelines are intended for anyone who is responsible for, or involved in, producing items on which the Urbana Blue Knights brand marks appear – whether it’s on a business card, a brochure, a uniform, social media channel, the website or a T-shirt.

Marketing staff, agencies and vendors will find this an invaluable tool. It takes time and care to build up a consistent picture of an athletic program like the Blue Knights. That’s why it’s up to each and every one of us to use these guidelines correctly. If you have any questions or require further information, please refer to the contact information on page 37. 4 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Introduction BRAND NAMES ATHLETIC PROGRAMS & FACILITIES

When referring to the Urbana University Athletic As an affiliate of NCAA Division II, the Blue Knights Department, programs, staff or athletes, “Urbana Blue belong to the Mountain East Conference (Appalachian Knights” is preferred. In some instances, it may be Swimming Conference – swimming only) and participate more appropriate to shorten the title to “Blue Knights” in the following men’s and women’s sports: or “Urbana.” • Baseball • Urbana University • Basketball (M/W) • Urbana Blue Knights • Cross Country (M/W) • Blue Knights • Football • Urbana • Golf (M/W) • Lacrosse (W) Inappropriate reference to the brand names • Soccer (M/W) might include: • Softball • Swimming (M/W) • Urbana University Blue Knights • Volleyball (W) • Urbana University Knights • UU Knights Urbana University’s campus is home to: • Urbana Knights • The Knights • Blue Knight Field - Baseball and Softball • Urbana University Stadium Please note: The word “University” is omitted when referencing - Football, Soccer and Lacrosse the Athletic Department to avoid confusion with the academic • The Warren G. Grimes Center aspect of Urbana University. The Urbana Blue Knights is a - Basketball, Volleyball and Swimming separate identity and should maintain this subtle distinction. 5 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks PRIMARY BRAND MARK PRIMARY LOGO WITH TEXT

The Urbana Blue Knights identity is graphically represented by a name, typeface, insignia and color. Together, these elements form what is called a brand mark (also known as a logo). By presenting ourselves clearly and consistently throughout all our materials, our name and logo will be easily and instantly recognizable.

Whenever possible, the logo should appear in the color version. This must not be changed. If a reproduction issue prevents using color, alternative versions are available – as shown on the following pages. The logo should not be scaled down to the point of illegibility. The logos must never be altered or redrawn in any way. Please only use approved digital artwork, which is available in a variety of file types for use on a Mac or PC.

PRIMARY LOGO 6 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks ALTERNATIVE BRAND MARKS MASCOT U WITH TEXT (SECONDARY LOGO)

There are times that the primary logo may not be the most appropriate mark to use. To address this, alternative logos have been created that reduce the space taken up by each mark and the complexity within each mark. These alternative marks should be used sparingly, only when the primary logo cannot be used.

MASCOT U URBANA U 7 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks WORDMARKS URBANA BLUE KNIGHTS WORDMARK

The Urbana Blue Knights identity will at times be expressed by typeface only, which is referred to as a wordmark. Instances where this might be appropriate include official uniforms and apparel. To the right are the approved wordmarks – no other wordmarks are to be created.

The use of these marks should be minimal, opting for the primary or alternative logos whenever possible. These wordmarks are available in a variety of color options but like all other marks, the color version is preferred. BLUE KNIGHTS WORDMARK

URBANA WORDMARK 8 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS PRIMARY LOGO WITH TEXT – COLOR VARIATIONS

All athletic brand marks come with a few color variations. These are the only color alterations that are permitted and should be used only when the preferred blue and grey color version does not work.

Black Outline 7468 Black

Color - White Outline 7468 - White Outline Black - White Outline 9 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS PRIMARY LOGO – COLOR VARIATIONS

Black Outline 7468 Black

Color - White Outline 7468 - White Outline Black - White Outline 10 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS MASCOT U WITH TEXT – COLOR VARIATIONS

Black Outline 7468 Black

White 11 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS MASCOT U – COLOR VARIATIONS

Black Outline 7468 Black

White 7468 - White Outline Black - White Outline 12 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS URBANA U – COLOR VARIATIONS

Black Outline 7468 Black

White 13 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS URBANA BLUE KNIGHTS WORDMARK – COLOR VARIATIONS

Blue and Black 7468 Black

Reversed 14 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS BLUE KNIGHTS WORDMARK – COLOR VARIATIONS

Blue and Black 7468 Black

Reversed 15 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks COLOR VARIATIONS URBANA WORDMARK – COLOR VARIATIONS

Blue and Black 7468 Black

Reversed 16 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Brand Marks INDIVIDUAL SPORT LOGOS INDIVIDUAL SPORT LOGOS

At times, it will be necessary to communicate directly to individuals interested in, or affiliated with, a particular sport. In which case, individual sport logos may be applied; however, the primary logo mark must also be Blue and Grey present. Individual sport logos come with two options – blue and grey or blue and black. Either color combination is acceptable as long as it coordinates with the primary mark colors.

A mark is available for each sport affiliated with NCAA Division II. Spirit groups, clubs and intercollegiate sports will not receive a mark but may utilize the other BASKETBALL athletic marks if appropriate.

Blue and Black

BASKETBALL 17 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Application CLEAR SPACE Primary logo with text

When using any logo or wordmark in an environment that 1x includes other graphic or typographic elements, the mark must stand alone. This is achieved through a minimum amount of clear space surrounding the mark. 1x 1x

In order to ensure that marks are legible and never crowded, a minimum space of 1x should be maintained on = x all sides.

Please note: The boxes and measurements show how the clear space area is calculated. This is also the absolute minimum clear 1x space area, please allow more space whenever possible.

Mascot U with text

1x = x

1x 18 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Application IMPROPER USAGE PROPER USAGE IMPROPER USAGE

Although these guidelines allow for a certain degree of flexibility, it is important that the athletic logos and wordmarks not be redrawn or altered in any way – always use the approved versions. Logos without text can be placed on top of photographic images if the content is simple and does not distract from the logo visually (see below). To assure that the logo maintains visual appeal, minimum clear space must be adhered to (see previous Use the appropriate color version of the primary Do not distort, stretch, rotate or modify the logo page). Shown here are some examples of correct and logo with text on a white background. in any way. incorrect usage of the logos.

PROPER USAGE IMPROPER USAGE

Logo can be reproduced in black and white. Do not change the colors in any unapproved way.

BASEBALL

Logos or wordmarks may be used alone at a Do not customize or add elements or words to 25% opacity level as a watermark. any brand mark. 19 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Typeface FONT USAGE Factoria Thin Ainslie Horm Thin Gotham Thin Factoria Thin Italic Ainslie Norm Thin Italic Gotham Thin Italic The typeface families chosen reflect the Urbana Blue Knights brand attributes and are the preferred type Factoria Light Ainslie Norm Light Gotham Extra Light choice for the athletic publications and communication. The consistent use of these typefaces will unify all Factoria Light Italic Ainslie Norm Light Italic Gotham Extra Light Italic printed material and create a distinctive look for the Blue Factoria Book Ainslie Norm Book Gotham Light Knights. The main typeface for headings is Factoria, while Ainslie is used for subheads, feature copy and body copy. Factoria Book Italic Ainslie Norm Book Italic Gotham Light Italic At times, it may be necessary to connect the athletic identity more closely to the Urbana University brand, in Factoria Medium Ainslie Norm Regular Gotham Book which case, Gotham may be used. Factoria Medium Italic Ainslie Norm Regular Italic Gotham Book Italic

The letterforms of the chosen typefaces must never be Factoria Demi Ainslie Norm Medium Gotham Medium altered in any way. Due to licensing restrictions, Factoria, Ainslie and Gotham may not be readily available. Similar Factoria Demi Italic Ainslie Norm Medium Italic Gotham Medium Italic typefaces may be substituted only with the approved Factoria Bold Ainslie Norm Demi Gotham Bold alternative typeface detailed below. Factoria Bold Italic Ainslie Norm Demi Italic Gotham Bold Italic

Factoria Black Ainslie Norm Bold Gotham Black Factoria Black Italic Ainslie Norm Bold Italic Gotham Black Italic APPROVED ALTERNATIVES Factoria Ultra Ainslie Cond Book Gotham Ultra Factoria = Times New Roman Factoria Ultra Italic Ainslie Cond Book Italic Gotham Ultra Italic Ainslie = Arial Ainslie Cond Medium Gotham = Century Gothic Ainslie Cond Medium Italic Ainslie Cond Bold Ainslie Cond Bold Italic 20 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Color Palette PRIMARY COLORS

Color plays a vital role in the Urbana Blue Knights brand identity. To reinforce the brand image, we have chosen two core colors – the same two as the Urbana University brand. The primary colors are blue and grey. If printing in four color or on a digital printer, please use the CMYK breakdown provided. When possible, it is always preferable to print the colors as Pantone (PMS [Pantone Matching System]) colors. RGB and HEX colors should be used for electronic applications, such as MS Office templates, websites or other forms of multimedia.

Due to variations in monitors, the colors you are seeing on your screen are not indicative of the colors you will achieve through printing when using the formulas indicated to the right. BLUE PMS 7468 C PMS 307 U CMYK C 97, M 45, Y 26, K 3 RGB R 0, G 114, B 153 HEX #017299 GREY PMS 421 C PMS 421 U CMYK C 31, M 24, Y 25, K 0 RGB R 179, G 180, B 179 HEX #B3B4B3 21 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Color Palette ACCENT COLORS RED DARK BLUE CMYK C 16, M 100, Y 87, K 6 CMYK C 100, M 84, Y 36, K 39 The accent palette has several bold, brighter options that can be used to highlight the design or information RGB R 195, G 32, B 50 RGB R 16, G 44, B 82 within a document. These colors align with the Urbana HEX #C30E2E HEX #002857 University brand and should be the only colors used beyond the primary blue and grey.

YELLOW ORANGE CMYK C 3, M 25, Y 84, K 0 CMYK C 0, M 68, Y 100, K 0 RGB R 246, G 192, B 69 RGB R 243, G 115, B 33 HEX #F3BD46 HEX #EE7421

GREEN DARK GREY TEAL PURPLE CMYK C 66, M 0, Y 97, K 0 CMYK C 0, M 0, Y 0, K 70 CMYK C 100, M 0, Y 53, K 0 CMYK C 69, M 74, Y 3, K 0 RGB R 94, G 187, B 74 RGB R 111, G 111, B 111 RGB R 0, G 169, B 153 RGB R 105, G 90, B 162 HEX #6BC048 HEX #707070 HEX #00A98D HEX #635D9D 22 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Stationery LETTERHEAD, ENVELOPE & BUSINESS CARD

All stationery offers a key opportunity to present the Urbana Blue Knights brand image correctly. Fixed formats have been designed for all stationery. To receive stationery files for use, please refer to the contact details on page 37.

Urbana University [First] [Last] [Title] 579 College Way Urbana, OH 43078 Urbana University 579 College Way Urbana, OH 43078

p: [number] c: [number]

www.sports.urbana.edu [email]

Business Card

Envelope

Urbana University, 579 College Way, Urbana, OH 43078 | (937) 772-9200 | www.sports.urbana.edu

Letterhead 23 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Templates FLYERS – 8.5” X 11”

Templates enable a consistent application of the brand by providing a framework for content placement and layout. Templates contain items that are locked in place. These items should not be modified or covered up. The templates are available for use by the Athletic Department and can be obtained upon request – see the contact details on page 37.

BASKETBALL BASKETBALL BASKETBALL BASKETBALL ATHLETIC THIS IS AN ATHLETIC FLYER YOU DON’T WANT TO MISS SUMMER CAMPS TEMPLATE - WITH HEAVY INFO THIS ATHLETIC EVENT Insert subtitle here, Abo. Ita tem im odis Insert subtitle here, Abo. Itatem imodis eos dit, sincipi debitam quodis Insert subtitle here, Abo. Itatem imodis eos dit, sincipi debitam quodis eos dit, sincipi debitam qu odis dolore dolorerumet que lat rem vendaepudae doluptatur amus, ullis ut fuga. Ut dolorerumet que lat rem vendaepudae doluptatur amus, ullis ut fuga. Ut rumet que lat rem vend aepudae dolupta ipis repel in non pratibernam. ipis repel in non pratibernam. tur amus, ullis ut fuga.

Third level event information goes here, or Mi, omnissus is ea non reperfe rianihi Third level event information goes here, or more details about the event or speaker lluptaecto expedit re venihitam, quam Third level event information goes here, or more more details about the event or speaker or or whatever information is appropriate. laboreptatem is doluptatem re, ime details about the event or speaker or whatever whatever information is appropriate. Mi, Mi, omnissus is ea non reperfe rianihi consenis que quatet, officienti volectatem information is appropriate. Mi, officienti vole EVENT SPECIFICS omnissus is ea non reperfe rianihi lluptaecto lluptaecto expedit re venihitam, quam hillique dolore volupta tintum fuga. tatem hillique dolore volupta tintum fuga. laboreptatem is doluptatem re, ime expedit re venihitam, quam laboreptatem is doluptatem re, ime consenis que quatet, consenis que quatet, officienti volectatem Nem nos peria quia consectus dis erum April 30 Buy tickets or RSVP online by April 30 at hillique dolore volupta tintum fuga. quatem ullesto eum invel iur, omnihillit officienti volectatem hillique dolore volupta sports.urbana.edu/this-exciting-event aspis cus veliquaspid magnim non exerio. 3:30 p.m. tintum fuga. Nem nos peria quia consectus dis erum Itas moluptas delit, sanis et ex et is porit INSERT ATHLETIC Nem nos peria quia consectus dis erum quatem ullesto eum invel iur, omnihillit milia. In This Building quatem ullesto eum invel iur, omnihillit aspis aspis cus veliquaspid magnim non exerio. 1234 Noname Rd. cus veliquaspid magnim non exerio. Itas Itas moluptas delit, sanis et ex For more information, visit sports.urbana. Urbana, OH 43078 EVENT HEADER HERE April 30 / 3 P.M. . edu/this-exciting-event moluptas delit, sanis et ex et is porit milia. Third level event information goes here, or Include a short list of Short description of the event, Ellant moles ex evera velest in remodip In This Building Buy tickets or RSVP online by April 30 at more details about the event or speaker activities available, ietur, tetibuscias nihil eaque provid undite sequi nihilita vit alit, 1234 Noname Rd., Urbana, OH 43078 including: sports.urbana.edu/this-exciting-event or whatever information is appropriate. se volorro tem endam vella simi. • Baseball For more information, visit: • Basketball www.sports.urbana.edu. • Swimming • Soccer APRIL 30 / 9 A.M.–NOON To schedule your campus tour, go to www.urbana.edu and click on “Take A Tour.” • Volleyball To schedule a personalized student-athlete campus visit, email Urbana University Grimes Center [email protected] and schedule your visit. RSVP by April 30 at For more information, visit: www.sports.urbana.edu. www.sports.urbana.edu

Urbana University Athletic Department / Urbana, Ohio / www.sports.urbana.edu Urbana University Athletic Department / Urbana, Ohio / www.sports.urbana.edu Urbana University Athletic Department / Urbana, Ohio / www.sports.urbana.edu Urbana University Athletics Department / Urbana, OH / www.sports.urbana.edu

Informational Event Info Event Feature Photo Event Multi-Photo 24 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Templates POSTERS – 11” X 17”

SWIMMING CROSS COUNTRY GOLF VOLLEYBALL

THIS IS AN ATHLETIC POSTER YOU DON’T WANT TO MISS ATHLETIC TEMPLATE – FOR HEAVY INFO THIS CROSS COUNTRY EVENT SUMMER CAMPS

Insert subtitle here, Abo. Itatem imodis eos dit, sincipi debitam Insert subtitle here, Abo. Itatem imodis eos dit, sincipi debitam Insert subtitle here, Abo. Ita tem im odis quodis dolorerumet que lat rem vendaepudae doluptatur amus, quodis dolorerumet que lat rem vendaepudae doluptatur amus, eos dit, sincipi debitam qu odis dolore rumet que lat rem vend aepudae dolupta ullis ut fuga. Ut ipis repel in non pratibernam. ullis ut fuga. Ut ipis repel in non pratibernam. tur amus, ullis ut fuga. Third level event information goes event or speaker or whatever here, or more details about the information is appropriate. Mi, Third level event information goes Third level event information goes here, or event or speaker or whatever omnissus is ea non reperfe rianihi here, or more details about the event more details about the event or speaker EVENT SPECIFICS or whatever information is appropriate. Mi, information is appropriate. Mi, lluptaecto expedit re venihitam, or speaker or whatever information is omnissus is ea non reperfe rianihi quam laboreptatem is doluptatem officienti vole tatem hillique dolore volupta appropriate. Mi, omnissus is ea non tintum fuga. lluptaecto expedit re venihitam, re, ime consenis que quatet, reperfe rianihi lluptaecto expedit quam laboreptatem is doluptatem officienti volectatem hillique dolore April 30 re venihitam, quam laboreptatem • vole tatem hillique dolore volupta re, ime consenis que quatet, volupta tintum fuga. 1: 3 0 P. M . is doluptatem re, ime consenis que • vole tatem hillique dolore volupta officienti volectatem hillique dolore • vole tatem hillique dolore volupta quatet, officienti volectatem hillique volupta tintum fuga. Nem nos peria quia consectus dis In This Building INSERT ATHLETIC • vole tatem hillique dolore volupta erum quatem ullesto eum invel 1234 Noname Rd. dolore volupta tintum fuga. • vole tatem hillique dolore volupta Nem nos peria quia consectus dis iur, omnihillit aspis cus veliquaspid Urbana, OH 43078 erum quatem ullesto eum invel magnim non exerio. Itas moluptas Nem nos peria quia consectus dis Be sure to register online by April 30 at Stop by and check out EVENT HEADER HERE iur, omnihillit aspis cus veliquaspid delit, sanis et ex et is porit milia. erum quatem ullesto eum invel sports.urbana.edu/this-exciting-event. a short list of our event magnim non exerio. Itas moluptas activities, including: iur, omnihillit aspis cus veliquaspid Short description of the event, Ellant moles ex evera velest in remodip delit, sanis et ex. For more information, visit • Baseball magnim non exerio. Itas moluptas ietur, tetibuscias nihil eaque provid undite sequi nihilita vit alit, sports.urbana.edu/this-event • Basketball delit, sanis et ex et is porit milia. se volorro tem endam vella simi. Third level event information goes • Football ATHLETIC SUMMER CAMPS here, or more details about the • Golf Buy tickets or RSVP online by • Swimming April 30 / 3 P.M. • Soccer April 30 at sports.urbana.edu/ April 30 • Volleyball this-exciting-event 9 A.M.–Noon In This Building To schedule your campus tour, go to www.urbana.edu and click on For more information, visit: 1234 Noname Rd., Urbana, OH 43078 “Take A Tour.” To schedule a personalized student-athlete campus visit, www.sports.urbana.edu. Urbana University Grimes Center For more information, visit: email [email protected] and schedule your visit. RSVP by April 10 at www.sports.urbana.edu. www.sports.urbana.edu

Informational Event Info Event Feature Photo Event Multi-Photo 25 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Templates BOOKLET – 8.5” X 11”

Urbana University Athletic Department 579 College Way Urbana, OH 43078

(937) 772-9307 www.sports.urbana.edu

FOOTBALL

URBANA BLUE KNIGHTS FOOTBALL RECRUITING PACKET

2016 Academic Year

Urbana University Athletic Department / Urbana, Ohio /

www.sports.urbana.edu Urbana University is accredited (Probation) by the Higher Learning Commission.

Urbana University does not discriminate on the basis of age, religion, race, ethnicity, color, national origin, ancestry, immigration status, sex, sexual orientation, gender identity or expression, marital or familial status, disability or veteran or military status. Urbana University Athletic Department / Urbana, Ohio / www.sports.urbana.edu

Front Cover – Always include this page as the front cover. Content Pages – Use as many pages as needed. Back Cover – Always include this page as back Do not add photographs or other elements to this page; Do not cover the footer with another object. cover. Do not add or remove any items on this page. only modify the existing mark and content area. 26 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Templates POWERPOINT PRESENTATION

Templates enable a consistent application of the brand by providing a framework for content placement and layout. Templates contain items that are locked in SOCCER place. These items should not be modified or covered up. The templates are available for use by the Athletic TITLE FOR PRESENTATION Department and can be obtained upon request – see the GOES HERE contact details on page 37.

Nick Roberts, Head Soccer Coach April 30, 2015

Urbana University Athletics Department / Urbana, OH / www.sports.urbana.edu

Title Slide – Always open with this slide

SLIDE FOR IMAGE/CHART/GRAPHIC INSERT SLIDE TITLE HERE Slide subtitle goes here and should appear like this Click to Add Closing

Body copy starts here and should highlight keywords. The copy serves as support points for your presentation, not a script to read from. SOCCER • Bullet point one • Bullet point two • Bullet point three

Caption or chart info goes here and should appear like this

Urbana University Athletics Department / Urbana, OH / www.sports.urbana.edu Urbana University Athletics Department / Urbana, OH / www.sports.urbana.edu Urbana University Athletics Department / Urbana, OH / www.sports.urbana.edu

Content Slide One Content Slide Two Closing Slide – Always finish with this slide 27 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Email Signatures PREFERRED USAGE Desktop Version (preferred)

All athletic email signatures must follow the standards set in this guidebook. Email signatures for all athletic department staff have been created and distributed, please refer to the email standards document for information regarding upload and usage.

If you have any questions or informational changes regarding email signatures, please refer to the contact information detailed on page 37.

Web-based Version 28 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Copy Standards HELP MAINTAIN OUR BRAND

Our reputation strengthens each time we convey information that is clear and concise, grammatically correct and recognizably on-brand. Therefore, we are conscientious about everything we place in print, on our website and via other channels.

To help ensure that the Blue Knights are appropriately represented in all media, these copy standards exist to assist you in developing accurate text. These standards are a blend of Associated Press (AP) style, a few exceptions specific to Urbana and style related to items that are also unique to Urbana. This guide is not intended to be exhaustive, but merely contains commonly used words and phrases. For a complete guide, consult the Associated Press Stylebook. The official dictionary of reference is Webster’s New World College Dictionary.

Information in our materials – online and offline – should always be:

• Accurate • Timely • Relevant • Consistent • Easy to find • Easy to understand • Visually compelling • Free of spelling and grammatical errors 29 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Copy Standards COMMONLY USED WORDS & PHRASES Abbreviations Admissions Office As a general rule, use only commonly recognized abbreviations. Less well-known, Capitalize when referring to Urbana University’s Admissions Office. but still common, abbreviations can be used after you spell out the full name on first mention. alumni “Alumni” specifically refers to students who attended a college or university, but Academic Degrees/Professional Certifications not necessarily graduated. The distinction between graduates and alumni: Alumni Use periods in: A.S., B.S., M.S., Ph.D. may have only attended but not received diplomas from the institution, whereas Do not use periods in: RN, BSN, MBA, CPA, DBA and DPS graduates received diplomas. Do not use “alum” or “alums.”

Use an apostrophe and spell out academic degrees: Forms of alumni: She holds a bachelor’s degree. alumni – former students of an academic institution (plural form) alumna – female former student Use abbreviations for degrees only when you need to include a list of credentials alumnus – male former student after a name; set them off with commas: alumnae – group of females who attended the same institution Peter White, Ph.D., was the keynote speaker. Ampersand (&) advisor Do not use in place of “and” unless it is part of the formal name. This is an exception to AP Style (adviser). College of Arts and Sciences not College of Arts & Sciences

Academic advisor, as with all generic job titles, should not be capitalized unless it Anti-Discrimination Statement appears before someone’s name. The University is committed to providing an inclusive and welcoming learning To ensure you are meeting your degree requirements, consult your and working environment. Urbana has three versions of the anti-discrimination academic advisor; The committee was co-chaired by Academic Advisor statement. Each version has specific usage guidelines. Jane Smith and Admissions Advisor Tom Jones. Comprehensive Statement: Framed in the language of federal and state academic year guidelines. It is included in all major policy manuals and handbooks. Use as listed here: 2014-15 Always use a hyphen (-) without a space on either side to denote a range of dates. Abridged Statement: Should be used in any publication of sufficient cost or importance that is used to recruit students, faculty or staff. Examples include admission brochures, viewbooks or on applications. Use the singular form when using as an adjective. Examples include admission Urbana University does not discriminate on the basis of age, religion, process, admission application and admission deadline. Exceptions are Urbana race, ethnicity, color, national origin, ancestry, immigration status, sex, University Admissions Office, Urbana University admissions counselor/admissions sexual orientation, gender identity or expression, marital or familial status, director. disability, or veteran or military status. 30 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Tagline Statement: Appropriate for placement in any size publication, where Phone Number (Use parenthesis to separate the area code and a hyphen between the Abridged Statement would be too lengthy. Examples include flyers, posters the third and fourth numbers. Use “x” instead of “ext” for extensions.) and emails. Office Location (if applicable) Building, Room Number Urbana University is committed to being an inclusive community free from all forms of discrimination and harassment. Coursework One word athletic Use the singular form when using as an adjective. Examples include athletic Dashes (en dashes vs em dashes) scholarship, athletic award, athletic competition and athletic director. The en dash (–) is used to separate a thought within a sentence or to create a deliberate pause adding emphasis: Athletic Department Take command of your career – and your future. Capitalize when referring to Urbana University’s Athletic Department. Do not use an em dash (—) for any Urbana materials. Capitalization The AP Stylebook uses what’s known as downstyle; that is, words are lowercased To show a range in dates, pages, or ages (Jan. 19-25) or to link words in a unless a rule says to capitalize them. If you can’t find a rule for capitalizing a word compound modifier, use a hyphen. (See separate entry.) in the stylebook, use it in lowercase. Most of the capitalization rules should be familiar to you. Dates The format for providing a date is: Commas Day, Month, Date: Monday, March 1 Don’t use a comma before a conjunction in a simple series. A simple series is defined as one in which no elements contain the words and or or: Do not include the year unless the event/visit occurs in a year other than the The dinner choices were chicken, cod or beef. current year.

Use a comma for series that include elements containing and or or: Days of the week are spelled out. The menu offered a choice of bacon and eggs, pancakes, or waffles. The date is simply a number. Do not use st, nd, rd or etc. (Monday, March 1 rather Commencement Ceremony than Monday, March 1st) Capitalize in reference to any Urbana Commencement Ceremony. The Commencement Ceremony begins at 11 a.m. When a month is used with a specific date, spell out April, March, May, June, and July. Abbreviate the others as follows: Contact Information Jan. Oct. Contact information should be presented in the following order: Feb. Nov. Name Aug. Dec. Title Sept. Email: [email protected] Spell out the month when using alone with a year and no date: January 2010 31 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

When a phrase lists only a month and a year, do not separate with a comma Franklin University May 2016 is when we will hold our next Commencement Ceremony. Franklin University acquired Urbana University in April 2014, and formally took control in June 2014. When it is necessary to delineate the relationship between A period of dates should be separated by a hyphen. Do not include spaces. the two schools, Urbana should be referred to as a division of Franklin University. Tuesday, April 3-Thursday, April 5 Do not use the term “partner school” or “sister school.” Degrees After a person’s title, list the degrees earned in order from highest achievement full-time vs. full time to lowest (doctoral degree, master’s degree, bachelor’s degree, associate degree, Use a hyphen between “full” and “time” when used as a modifier. professional certification) Urbana offers a full-time faculty position.

Ellipsis (…) Do not use a hyphen when the “full” and “time” follow the verb. Treat an ellipsis as a three letter word, comprised of three periods and two spaces He works full time in the library.

Use an ellipsis to indicate the deletion of one or more words in condensing quotes Geographic Reference and text. “It was certainly different from my other educational experiences … Use lowercase when it indicates a compass direction (north, south, southeast, etc.) extremely challenging to be self-directed to learn online,” Roderick said. or geographic location: central Ohio, northeast Ohio

email Capitalize when referring to a specific region (Midwest, Eastern Seaboard) No hyphen. Use as lowercase, except when starting a sentence healthcare Remove hyperlink, do not underline in print (offline) text One word – as adjective or noun. This is an exception to AP style.

Event Information home page Event information should be presented in the following order: Two words – the first or main page of a website. Title of Event Date (Day, Month, Date) hyphen Location (Building, Room Number) The hyphen, (-) used with no spaces, is primarily used to show a range in dates, pages or ages (Jan. 19-25). Lowercase the word room except when used with the number of the room or as part of the name of a specially designated room: Use hyphens to link words in a compound modifier: Room 315, the Sara Landess Room You can develop team-building skills that will set you apart in the workplace. Financial Aid Office Capitalize when referring to Urbana University’s Financial Aid Office. Do not use a hyphen if the construction includes very or an adverb ending in –ly: a very big project; barely legal procedures. firsthand One word 32 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Information order – Use pyramid: login vs. log in Date – always put the full day before the month; comma follows the date “Login” (adjective or noun) is your username and password (Sunday, Jan. 6) Please submit your login username.

Time – Use periods between lowercase a.m. and p.m.; separate time with a “Log in” (verb) signifying entrance to a website hyphen (-) with no spaces (10 a.m.-1 p.m.); if the start and end times are both in the Log in to your account. a.m. or p.m., list only once (5-7:45 p.m.) Majors vs. Programs Place – building, room (Student Center, Moore Conference Room) Major refers to undergraduate offerings and program refers to graduate offerings. Programs can be used as a generic umbrella to refer to offerings regardless of Internet academic level. Capitalize regardless of where it appears in a sentence. The word “major” is not capitalized when referring to Urbana majors its vs. it’s Urbana’s Sports Management major will increase your marketability. “It’s” is the contraction form of “it is.” If you are trying to say “it is” then use “it’s” It’s the best class I have ever taken. “Major” is not capitalized when referred to alone With this major, you will be able to get a jumpstart on your career. “Its” is the possessive form of “it.” If you are trying to say “belong to” then use “its” This course gets its strength from industry input. “Program” is not capitalized when referred to alone The university’s program is one of the best in the country. less vs. fewer If you can count it, it’s fewer; if you can’t count it, it’s less The word “program” is not capitalized when referring to Urbana’s programs There are fewer traditional students now. She is in the MBA program. There is less attention devoted to arts now in high school. Capitalize the names of specific Urbana majors and programs, but not when “Less” is used with singular forms of words (less time, less work and less noise). referred to in a generic sense Urbana’s Nursing major is intended for registered nurses Use “fewer” with the plural forms of the words (fewer students, fewer books and The lecture topic was marketing. fewer classes). Majors vs. Degrees lifelong A degree is an award conferred by a university signifying that the recipient has One word completed a field of study (Associate of Arts – A.A., Bachelor of Science – B.S., We encourage lifelong learning. Master of Science – M.S, etc.)

A major is a field of study chosen as an academic specialty I’m earning my bachelor’s by majoring in accounting. 33 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Mission Statement on campus vs. on-campus Urbana University provides a student-centered, quality education supported by a Use two words with no hyphen foundation in liberal arts, delivered by a committed faculty and staff emphasizing We offer classes online and on campus. a comprehensive educational experience, tailored academic programs, critical reflection skills and mutual respect that prepares a diverse student population for Use a hyphen when used as a compound modifier fulfilling careers and responsible citizenship in a global society. We offer on-campus classes.

nonprofit When generically referring to face-to-face classes – regardless of location, One word; Do not use “not-for-profit” use onsite. Urbana University is a nonprofit institution Percent (%) Numbers One word Use numerals instead of spelling when the number is 10 or higher Urbana fields 15 NCAA Division II varsity sports and four club sports. Spell out when not using a figure or when starting a sentence Urbana’s residence halls house about 55% percent of our students. Always spell out numbers at the beginning of a sentence. Use numerals (67% and 32%) in planning documents and tabular format Ages are always numbers (The 5-year-old boy). Periods (regarding time) Numerals are always also used for addresses, currency and measurements a.m. and p.m.; not am and pm (dimensions, temperatures and time). Phone Numbers Use commas to set off each group of three digits in numerals higher than 999 Use parenthesis to separate the area code and a hyphen between the third and (except for years and addresses) fourth numbers. Use “x” instead of “ext” for extensions. (937) 772-1234 Urbana currently enrolls about 1,800 students. Publications Use decimals (up to two places) for amounts in the millions and billions that do not The names of movies, plays, newsletters, bulletins, magazines and books are require a precise figure ($3.74 billion). italicized. (This is an exception to AP style.) The titles of smaller components (presentations, articles, songs, chapters) are set off by quotation marks. Add an ‘s’ but no apostrophe to a number to make it plural: She kept rolling 7s. The same rule applies to decades: the 1990s. résumé Use an apostrophe on a decade only to replace the first two numbers: the ‘90s. A document containing a summary of relevant job experience and education.

online Always incorporate accents One word RSVP Use with no periods; Always capitalized

34 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

seasons Titles Lowercase the names of the seasons unless they are used in a proper name Do not capitalize a job or position not associated with an official role spring semester but the Summer Olympics He wants to become a marketing manager.

State Names Job titles, should not be capitalized unless it appears before someone’s name. Spell out the names of all states when used alone To ensure you are meeting your degree requirements, consult your He lives in Missouri. academic advisor; The committee was co-chaired by Academic Advisor Jane Smith and Admissions Advisor Tom Jones. Abbreviate state names of seven or more letters when used with a city name, with commas before and after the abbreviation toward Kansas City, Mo., is a great weekend getaway spot for people who live Always use toward, never towards in Des Moines, Iowa. university There are eight states that are always spelled out (Ohio, Iowa, Texas, Hawaii, Capitalize “University” when referring to Urbana on second reference. This is an Idaho, Utah, Alaska and Maine). A list of acceptable abbreviations can be found exception to AP style. under “state names” entry in the AP Stylebook. The University will provide students with resources needed for success.

Use the AP Stylebook abbreviations and not the U.S. Postal Service abbreviations Do not capitalize “university” when referring generically to other institutions for states unless you are providing a full address including ZIP code This is a great university for athletics. Send registrations for basketball camp to Urbana University Men’s Basketball, 579 College Way, Urbana, OH 43078. URLs “www” can preceed the home page address “urbana.edu” only. that vs. who The “www” is dropped when using a shortcut to a specific Web page. When referring to people use “who.” When referring to objects or Note that all shortcuts are all lowercase letters. (i.e. urbana.edu/visit) non-humans use “that.” The students who worked the hardest saw the best results. Use shorter web URLs to direct a visitor to a specific webpage on our Web site (urbana.edu/campusmap NOT http://www.urbana.edu/admissions/take-a-tour/ Time campus-map.html) Use “a.m.” and “p.m.” Do not use other words (night, morning, and so on) to distinguish between day and night. Consult the Marketing team for help with short URL identification or application.

Use noon or midnight rather than 12 p.m. or 12 a.m. Values Excellence: We are committed to pursuing the highest standards: intellectually, Use a colon to separate the hour from the minutes if necessary physically, socially and spiritually (5 p.m. but 9:30 a.m.). Lifelong Learning: We recognize that vitality results from continuous self- A period of time should be separated by a hyphen. Do not include spaces. development. We seek to produce optimistic graduates who possess creative and (3:30 p.m.-5 p.m.). reflective thinking, strong analytical skills and a passion for learning. 35 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Service: We view service, the use of our time, energy and talents to help others, who vs. whom as the duty and privilege of all, recognizing its positive impact on the one serving, Use the he/him method to determine which word is correct those served and society as a whole. (Who/whom wrote the letter? He wrote the letter. Therefore, ”who” is correct.) (For who/whom should I vote? Should I vote for him? Therefore, “whom” is correct.) Integrity: We promote honesty and transparency in all aspects of our lives. We assume responsibility for our academic and social actions, upholding the highest Years ethical and moral standards. Do not use an apostrophe “s” when referring to a time period (1980s not 1980’s; ‘80s not ‘80’s) Respect for Others: We pledge to challenge each individual through education, while recognizing the uniqueness of everyone through attention, empathy and Make sure the curve of the apostrophe is facing the number (‘80s) encouragement. We value the dignity and worth of the communities that make up Urbana University and appreciate the different people, cultures and ideas that your vs. you’re they bring. “You’re” is the contraction form of “you are” You’re the best computer programmer I know. Vision Statement Urbana University exists to educate and develop individuals as whole persons “Your” indicates ownership, as in “belonging to” preparing them for fulfilling careers, leadership and service to humanity. Is that your textbook?

webcast ZIP code One word, as in broadcast ZIP is always capitalized Always lowercase except when beginning a sentence Postal abbreviations for state names should be used only when the Web page ZIP code is present. Two words Always capitalize Web regardless of where it appears within a sentence

A specific location on a website is a Web page (www.urbana.edu is Urbana’s website and www.urbana.edu/visit is a Web page on that site.)

website One word Always lowercase except when beginning a sentence

Use a hyperlink in web content, not in print. Do not underline in print. 36 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

Social Media APPROVED NETWORKS

Social media and networking sites are powerful tools that can be leveraged to build the Blue Knight reputation, strengthen our brand and enhance communication among our constituents. Social media can take many different forms, including internet forums, blogs, online networking profiles, wikis and instant messaging. While use of these social media channels is not prohibited, employees are expected to abide by University policy and guidelines for appropriate online conduct and to avoid the misuse of this communication medium.

When utilizing social media networks the use of the Urbana Blue Knights name, logo, imagery and photography should follow the standards identified within this guide. Furthermore, use of the Urbana University name, logo, imagery, seals and photography should follow standards outlined within the Urbana University brand guidelines.

If you have any questions regarding social media guidelines and usage, please refer to the contact information detailed on page 37. 37 URBANA BLUE KNIGHTS Branding & Logo Usage Guidelines

CREATIVE SERVICES & LOGO & TEMPLATE Contact Information BRAND MANAGEMENT REQUESTS It is important to keep to these guidelines and be consistent so we can build a clear perception of the Robert Coles, M.S. Judy Blankenship Urbana Blue Knights. If you need access to branded 201 S. Grant Ave. 579 College Way assets (logos, wordmarks, templates, etc.) or if you Columbus, OH 43215 Urbana, OH 43078 have any queries or need help, please contact the appropriate person listed. P (614) 947-6586 P (937) 772-9244 E [email protected] E [email protected]

Doug Edwards, M.S. Cherie Moore 201 S. Grant Ave. 579 College Way Columbus, OH 43215 Urbana, OH 43078 P (614) 947-6587 P (937) 772-9222 E [email protected] E [email protected]

COPY & WRITING STANDARDS

Stacy Aichele, MBA 201 S. Grant Ave. Columbus, OH 43215 P (614) 947-6584 E [email protected]