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Bethany College Brand Manual 2020 1 BETHANY COLLEGE BRAND MANUAL Table of Contents

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Bethany College Brand Manual 2020 1 BETHANY COLLEGE BRAND MANUAL Table of Contents BECAUSE OF BETHANY. Bethany College Brand Manual 2020 1 BETHANY COLLEGE BRAND MANUAL Table of Contents I INTRODUCTION 3-4 / / Application of the Mascot 21 / / The Purpose of Branding 4 / / Color Variations 22 / / Sport-Specific Identifiers 23 II BRAND MANAGEMENT 5-7 / / Incorrect Usage 24 / / Services Offered by the Office of Communications 6 / / Other Mascot Imagery 25 / / Review and Approval Process 6 / / Uniform Guidelines 26 / / Information and Artwork 7 / / Sample Uniforms 27-29 / / Selection of Imagery 7 VI TYPOGRAPHY AND COLOR PALETTE 30-32 III BETHANY BRANDING ELEMENTS 8-10 / / Typography 31 / / Institutional Mission and Core Values 9 / / Color Palette 32 / / Athletics Mission and Core Values 9 / / Promise Statement and Vision 10 VII BETHANY COLLEGE SEAL 33-34 / / Targeted Messages for Key Audiences 10 / / Use of Seal 34 IV LOGO TREATMENT 11-17 VIII GENERAL STATIONERY 35-39 / / Bethany College’s Logo 12 / / General Letterhead 36 / / Logo and Theme Treatment 13 / / General Envelopes 37 / / Size of the Logo 14 / / Faculty / Staff Business Cards 38 / / Color Variations 15 / / Staff Name Badges 38 / / Wordmark Without Symbol 15 / / General Premiums 39 / / Departmental Variations 16 / / Application of the Logo 16 IX ATHLETICS STATIONERY 40-43 / / Incorrect Usage 17 / / Athletics Letterhead 41 / / Athletics Business Cards 42 V MASCOT TREATMENT 18-29 / / Athletics Premiums 43 / / Bethany College’s Mascot 19 / / Wordmark Without Image 19 X EDITORIAL STYLE 44-47 / / Image Without Wordmark 20 / / Preferred Style Guide 45 / / Simplified Version of the Swede Mascot 20 / / List of Bethany-Specific Terms 45-47 / / Size of the Mascot 21 2 Introduction 3 I INTRODUCTION The Purpose of Branding The creative and communications platform provided by branding allows an institution to define the perceptions held by its internal and external constituencies. And market research shows that audiences who have consistent and positive associations with an institution are more likely to be supportive and responsive to calls for action. By adopting unique branding elements and applying them consistently, Bethany can take ownership of the strengths and qualities that differentiate this college from its competitors. 4 Brand Management 5 II BRAND MANAGEMENT Services Offered by the Office of Communications Primary responsibility for managing the Bethany College coordinates the production of all college publications and informational materials that clearly communicate brand lies with the college’s Office of Communications. and printed materials and oversees the content and a desired message, while enhancing Bethany College’s The communications office works with all members of design of the Bethany College website. The office brand and supporting the college’s mission. the Bethany community to share the Bethany story. The produces Bethany Magazine and Bethany Insight, a office advances the college by heightening awareness weekly campus e-newsletter. The office is also the main The Bethany College Office of Communications is of Bethany’s high-achieving students, accomplished source for disseminating all college news, working with available to answer questions or provide assistance on alumni, and talented faculty and staff; by promoting media representatives, and providing press releases all of your projects. The office can produce your project its academic programs and events; by providing clear, and other public information. from concept to printing or assist with any part of the honest, and timely information to internal and external process. Staff members can oversee the project or offer audiences; and by ensuring an internal and external The communications office supports the campus suggestions and brand identity recommendations. identity consistent with the college’s mission and brand. community by providing expertise and project management in the development of publications The Bethany College Office of Communications and communications. It helps produce marketing Review and Approval Process Because of the need to clearly and consistently share known as “premiums”) such as pencils, pens, mugs, To expedite review of your project, please be timely the Bethany story, all publications, premiums and and T-shirt designs. in providing the proof to the Communications Office. advertising materials at Bethany College must comply The amount of time required by communications staff with the guidelines in this brand manual. Therefore, the If your project is produced through the Bethany members to review the proof will vary depending on Bethany College Office of Communications must review College Office of Communications, the review process such factors as type of project, complexity of project, all such materials prior to production and distribution. is automatically incorporated into the project’s and availability of staff. This requirement allows communications staffers who production timeline. (For more information on planning are familiar with both the letter and spirit of the brand a publication, see the Director of Publications. Materials that use the logo and mascot in ways that are manual to review materials for consistency, clarity, and not brand compliant – and materials that have not been quality. If your project is not being produced through the approved prior to publication or distribution – will receive Bethany College Office of Communications, you will notification of the error. Merchandise or publications will Materials that must be reviewed include but are not need to provide the director of communications and/ be subject to retraction, reprinting and/or redistribution, limited to: brochures; newsletters; fliers; posters; or the director of publications with a digital file or hard depending upon the severity of the error. Re-work will be postcards; advertisements; and specialty items (also copy proof of your project prior to final production. paid for out of the budget that purchased the materials. 6 II BRAND MANAGEMENT Information and Artwork The Bethany College Office of Communications can For additional assistance contact us as shown: answer questions, locate information, hear concerns, and provide you with available artwork that Director of Communications meets the specifications for your project. You can General Counsel find this information online at (we will insert link to [email protected]; x8271 Communications & brand manual information page here) High-quality files of the Bethany logo and Director of Publications mascot can be provided in most instances (I’ve added [email protected]; x8202 this in case we don’t want to provide it because we don’t want them using it) at your request upon an Webmasterr email to the Director of Publications. Other ways [email protected]; x8186 we can help with a project is to share select images from the college’s digital photograph archives. Communications Coordinator [email protected]; x8163 Selection of Imagery Photographs are as important as words in telling the • Does the image enhance your message? Does it tell Bethany College story. When choosing photographs your story in an appealing way? for your project, careful consideration of the following • Do the subjects in the image look happy and questions can help you to select the best images: engaged? Is the image flattering? • Does the image showcase Bethany College at its best? • Is the image appropriate for your audience and your purpose? • Is the image of sufficient quality? Is it sharp and clear? 7 Bethany Branding Elements 8 III BETHANY BRANDING ELEMENTS College Mission and Core Values The mission of Bethany College is to educate, develop, in contact with Bethany. Recognizing that each person embrace the challenge of guiding others. As we seek to and challenge individuals to reach for truth and is a child of God, all who enter Bethany’s community be servants first, our motivation for leadership grows out excellence as they lead lives of faith, learning, and learn to live more gratefully and faithfully. of our commitment to the common good. service. Community is formed at Bethany as we bring our Sustainability is our stewardship of all aspects of the Bethany College embraces six core values. diverse gifts and talents together for our common Bethany community both now and for future generations. mission and purpose. Because we care deeply about Bethany’s policies, campus, and people are attuned to Integrity is both personal and communal as we seek one another, share a sense of personal and social the judicious use of resources in order to care for all of knowledge, strive for understanding, and carry out responsibility, and seek to communicate openly and God’s creation. Bethany’s mission. As we aspire to excellence in all honestly, our relationships are marked by mutual that we do, we remain faithful to Bethany’s identity and respect, forgiveness, and trust. Excellence is the standard by which we will evaluate all our calling to “inspired learning and informed faith.” that we do for our students and our community. Our Leadership that is grounded in service liberates all continued pursuit of excellence in all that we do will Hospitality encompasses the genuine care, grace, and who work and study at Bethany to be skilled, empathic assure that Bethany is an outstanding institution. generosity that is shared among all those who come listeners; to develop problem-solving skills; and to Athletics Mission and Core Values In accordance with the core values of Bethany College, • Maintain healthy mental and physical lifestyles Bethany
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