UNIVERSITY BRAND STYLE GUIDE

VERSION 3.2 TABLE OF CONTENTS

BRAND CAMPAIGN PLATFORM . . . 2 LOGOS & USAGE...... 51 Positioning Official LSU Logos Purpose Unit Signatures Theme WEBSITES & DIGITAL CONTENT. . 57 Anthem University Supported Website Development COPYWRITING...... 5 LSU Accessibility Brand Voice Non-CMS Website Development Headlines Digital Content Body Copy SOCIAL MEDIA ...... 62. . Inclusive Communications Branding Social Media Pages Editorial Style Guidelines Social Media Best Practices PERSONAS ...... 14 . . VIDEO PRODUCTION . . . . .67 . Prospective Undergraduate Students Branding Video Content Current Undergraduate Students Tips for Shooting on Your Phone (or Camera) Prospective Graduate Students Editing Tools Current Graduate Students YouTube Prospective International Students Current International Students EVENT BRANDING ...... 72 Nontraditonal: Online Event Branding Guidelines Nontraditonal: Veteran University-wide Events Transfer Student Public Events Counselors Campus Events Parents And Families Conferences & Consortium events Parents And Families Art Exhibits Corporate/Research Anniversary Logos Event Sponsorship TYPOGRAPHY...... 28 . UNIFORMS ...... 88 . GRAPHIC ELEMENTS...... 33 How to use Graphic elements VEHICLE GRAPHICS . . . . .91 . Graphic Elements Applied Fierce For The Future Campaign

PHOTOGRAPHY...... 43. .

COLOR PALETTE ...... 47

THIS IS A LIVING DOCUMENT

Elements outlined within are subject to change. *Disclaimer //Someofthephotosinthis guidearepartofconceptualworkandnot photographsshotbyLSU. IT’S TIMETO GETFIERCEFORTHEFUTURE 225-578-3874 [email protected] Division ofStrategic Communications To obtainthetoolkit,pleasecontact: guidelines andatoolkitthatconsistsofseveralsource files. To ensureproperusageofbrandingelements,wehavedevelopedthisdocument of Adherence totheseguidelinesismandatoryremainconsistentinourcommunications. Future brandcampaign.Itisanextension oftheLSUBrandGuide. communications platformandincludesdirectionforelementsspecifictoLSU’s Fierceforthe everything LSU. Thisdocumentoutlinesthesystemthatwascreatedbasedonastrategic peers, andoutsideonlookers think,feel,andrespondtowhentheyencounteranything The LSUbrandismorethanalogoandschoolcolors.It’s whatstudents,faculty, alumni,

 1 2 BRAND CAMPAIGN PLATFORM SECTION 01 and howmoremeaningful—isourcorevalue. what Identifying ourcoresharedvaluebeginswithexploring ourbrandframework.Simplyput: and, ultimately, inspiring. on apersonallevelwithouraudience. Itismeanttobemeaningful,compelling,unique, represents theintersectionbetweenLSU’s brandessenceandthosethingsthatresonate The brandcampaignpositioningisintendedtoleverageacorehumanvaluethat POSITIONING unwavering passion,andstrongcharacter. people, theonevaluetheyallfeedintois drive, ourrelentlesslyjoyfuloptimism,anddeepconnectionwithstate its Though theLSUbrandandouraudiencesharemanyvaluesbornoutofcompetitive leads thechangeworldneeds. Our Why: resources, andwell-beingforall. Our How: Louisiana, impactingtheworld. Our What: TENACITY wedo, FAMILY LSU exemplifies aspiritofunbreakablepassion,ambition,andcommunitythat LSU possessesadeepcommitmenttopositivetransformationofopportunity, how LSU isapreeminentuniversitythatdrivessolutionstoglobalissuesin wedoit,and why RESILIENCE wedoit.Our Spirit PASSION spirit . Spiritembodiesourfiercedetermination, why —that elementthatmakes ourwhat LEADERSHIP DUTY

3 Brand Campaign Platform 4 Brand Campaign Platform THEME LSU isfiercelydedicatedtobetteringlifeforallcitizensin Louisiana andtheworld. community. enrollment ofqualitystudents,attractiongiftedfaculty, andengagementwiththe campaign platformisintendedtopromoteLSU’s reputationasaleaderandencourage Developed toalignwithLSU’s strategicplanchallenges( PURPOSE Fierce fortheFuture Louisiana State University Creating solutions.Makingourbigworldamuchbetter . we willnothesitatetoanswerthecall.Conqueringthreats . Here inLouisiana andinthefarthestreachesofglobe, pushes useverforward.UnyieldingUnstoppable Decode theDNAofLSUandyou’llfindarelentless drivethat give allwehave, becauseoursisaspirit withoutequal. Out ofloveforourneighborsandprideinstate, wewill for tomorrow, onethatshowswhat fiercecando secrets tounlock.That’s whereLSUcomesin.We haveavision The world.It’s abigplacewithquestionstoanswerand craft campaignelementsthatresonatewithouraudience. spirit andsetsthestageforallgreatthingsyettocome. Familiarity withitwillhelpyou Our brandcampaignanthemexpresses ourinspirationfortomorrow. ItcapturestheLSU ANTHEM primary headline, useFiercefortheFuture. Advancement Campaign.Whenusedasastand-alonestatementinbodycopyor When referredtointhecontext ofthecapitalcampaign,useFierceforFuture Fierce fortheFuture theme shouldinspireandinformthecreationofallcampaignelements. ambitious goals,whichwillresultinabetterworldforall.Thoughjust fourwordslong,the describes LSUasawholeanditspersistent,passionate, fiercepursuitofachieving and makes itoneofthenation’s mostreverededucationalbrands.Itisastatementthat phrase thatconciselycapturesthespiritofinnovationandprogressdefinesLSU A creativeexpression ofthebrandcampaignplatform,themeisa . .Fiercemindshearts . . lsu .

edu/strategicplan

), thebrand COPYWRITING UPDATED JANUARY 2021 SECTION 02

5 6 Copywriting experiences onlytheuniversitycanoffer. invite thereadertolearnmoreaboutLSUanddiscovermyriadopportunities The copyshouldfollowthebrandtone:spiritedanddedicated.itself celebrates lifeandlearning. sentiments. Language isspiritedandaspirational,comestogetherina waythat LSU’s brandisaboutpassionandperseverance. Thebrandvoiceechoesthese BRAND VOICE No oneoutworks us .Nooneoutdreamsus Progress doesn’t happenbyaccident. The stakes aretoogreatforcautiousideas. Sample secondaryheadlines: Fierce iswhatweare Fierce inspiresthenext generation. Fierce leadsthecharge Fierce fortheFuture Sample primaryheadlines: always, alwaysbepositive. Whether writingprimaryorsecondaryheadlines,remember:bebold,disruptive, and message. even ifsomeonereadsnothingelseonthepage, theywillcomeawaywithanimportant the energyandurgency“fierce” implies. Try tomake themsingle-mindedandconfidentso reports, andwebpages.Theyshouldnotusetheword“fierce” butshouldstrive toconvey Secondary headlinesaretobeusedinplacessuchassectionswithinbrochures,trifolds, does LSUdofiercely?” the word“fierce” andansweroneoftwoquestions:“WhatisLSUfiercefor?”or well asprint,out-of-home, anddigitaldisplayads.Allprimaryheadlinesshouldbeginwith and dividerpagesinpublications,websitelandingpages,socialmediaprofiles,as Primary headlinesaretobeusedforhigh-profileelementsand executions suchascovers are twodistincttypesofheadlines:primaryandsecondary. Headlines needtobeintriguing,attention-grabbing,bold,interesting,andinviting.There HEADLINES . . . generate enthusiasm,inspire, andignitepride. and “might.” FiercefortheFutureisaboutbeingboldandconfident. Your goalisto without overexplaining. Mostimportantly, beassertive. Choose“do” and“will”over“can” Be clearandconcise. Useenoughwordstoengageandcommunicateyourmessage page butrathertocarryonaconversation. audience soitresonatesandringstrue. Remember yourgoalisnottoputwordsona are ultimatelyattemptingtocommunicate. Your writingstyleshould beappropriatetothat When writingbodycopy, keep inmindyouraudienceandthemarketing messageyou BODY COPY • • Some examples include: individuals attheappropriatelevelofspecificity. ethnic identity, andsexual orientation,aswellbeingsensitivetolabelsanddescribing by APA helpauthorsreducebiasaround topicssuchasgender, age, disability, racialand manual (7thedition)containsaseparatechapteronthistopic.Theguidelinesprovided Writing inclusivelyandwithoutbiasisthenewstandard,APA’s newpublication Language American PsychologicalAssociation(APA) InclusiveandBiasFree inclusive messaging. Below areafewhelpfultipsthatmayhelpyourcommunicationsteamwithdraftingmore but substantiveandthoughtfulrevisionmayalsoberequired. be feelingpainfromapersonalexperience andsimplyneedstheopportunitytobeheard, the worldviewthatitrepresents.Thepersonspeakingoutmayhavegoodinsightor to awell-intentionedpost,alwaysbeginbylisteningcarefullytheissueraisedaswell created soperfectlythatnooneisabletofindsomeissuewithit.Ifsomeonedoesobject important tobemindfulofthelanguageyouareusing,butthatnomessagecanever One key thingtoknowwhencreatingmessagesaboutsensitivesubjectmatteristhatit INCLUSIVE COMMUNICATIONS preferred. Instead ofusingadjectivesasnounstolabelgroups people, descriptivephrasesare The singular“they”or“their”isacceptedandendorsed asagender-neutralpronoun. • • • • • • Preferred: Blackindividuals, Blackpeople, Blackcommunities Not Advised:Blacks Preferred: People livinginpoverty Not Advised:Thepoor Preferred: Aresearcher’s careerdependsonhowoftentheyarecited. Not Advised:Aresearcher’s careerdependsonhowoftenheorsheiscited.

7 Copywriting 8 Copywriting this termcanbereceivedasmicro-aggressive. Onebetterphrasetodescribesomeone When speakingofmemberstheuniversitycommunity, avoidusingtheterm“minority”; Members ofUnderrepresentedCommunities • language fromsomebutnot allparticipants,itmightbeappropriatetoreferthe group Organization atLSU”).Depending oncontext, andifitis possibletosolicitself-identifying from AsianAmericanAmbassadors atLSU, Latinx atLSU, and the NativeAmericanStudent supporters oftheBlackWomen’s EmpowermentInitiative” or“leadershiprepresentatives organizational aegisthathasbroughtthisgatheringtogether (forexample, “membersand members collectivelyinpublic-facingmaterialsormedia, ortherelevantinstitutional group toreferthememberscollectively, orthelanguageusedtorefer member howtheyself-identify, defertothelanguageusedbyrepresentatives ofthe relevant todescribethegroupmembers,whilealsomaking itimpossibletoaskeach When writingaboutagroupofpeopleundercircumstances thatmake itimportantand about anindividualoraspecifictribe, usetheirpreferredtribalaffiliation. only beusedtodescribetwoormorepersonsfromdifferent tribalaffiliations;whenwriting “Native American” ispreferred infederalcommunications.Theseterms,however, should The terms“NativeAmerican” and“American Indian” aregenerallyinterchangeable, though refer toyoursubjectasPakistani AmericanorasJapaneseAmerican,Kazakhstani. terms whenpossibletodescribeanindividual’s accountoftheirethnicity:forexample, countries andishometomorethanhalftheglobalpopulation.Again,usespecific The terms“Asian” and“Asian American” areverybroad;Asiacomprisesnumerous should betaken toensuretheyareusedappropriately. The termsHispanic,Latino/a/@/x, andChicano/a/@/xarenon-interchangeable, andcare of differentcommunities. American, orBrazilianUruguayan)toavoidflatteningthedistinct experiences ethnicity andusethetermthatindividualhaschosentoself-identify(forexample Mexican doing so, usethemostspecifictermspossibletodescribeanindividual’s accountoftheir Whenever possible, andwhenthepersonyouarewritingaboutiscomfortablewith Black. When discussingrace, thefirstlettershouldalwaysbecapitalized:for example, the"b" in Race andEthnicity underrepresented communities.” diversify ourfaculty, weaimtoincreasethenumberofprofessorsandinstructorsfrom might be“apersonfromanunderrepresentedcommunity.” Forexample, “Inseekingto and specific. Instead ofbroadcategories,youshoulduseexact agerangesthataremorerelevant • • Preferred: People intheagerangeof65to75yearsold Not Advised:People over65yearsold LGBTQ+ continues toevolve, andthatoneshouldalwaysdefertohowanindividualself-identifies. It offersdefinitionsofeachterm,withtheunderstandingthatusagetheseterms disability, immigration,sexuality andgenderidentity, drugsandalcohol,geography. The DiversityStyle Guide member ofthegroupmightidentifyinsameways. as includingmemberswhoself-identify"x,y, andz," soastoindicatethatnotevery • • Additional Resources: manage religioustitles. for specifictermsandvocabularyrelatedtonumerous faithsystems,includingonhowto community asawhole. to distinguishbetweenindividualmembersofafaithcommunity andthefaithor practice withinanyfaithsystem,andcongregation, andcareshouldbetaken affiliation isasspecificandprecisepossible;there ismuchdiversityofopinionand affiliation ismadeonlywhennecessary, andthattherepresentationofreligionor religious way theindividualself-identifies.Ingeneral,though, ensure thatreferencetoreligious When itisrelevantandimportanttomentionsomeone’s religious affiliation, defertothe Religion andFaith a disabledperson,” or, often,“[name,], whoidentifiesasautistic.” that preferenceshouldberespected.intext, withaphraselike, “[name],whoidentifiesas deaf communityandamongthosewithautism)whoprefer“identity-first”language, and American contexts, therearemembersofthedisabilitiescommunity(especiallywithin the AmericanswithDisabilitiesActof1990. Eventhoughthisis thepreferreddefaultin the U.S. andisthestyleprescribedbyAPA andusedbyfederallegislationincluding a disability,” insteadof“adisabledperson.” The“peoplefirst”conventionispreferredin specifically preferstoself-identifywith“identity-first”language:thatis,write“aperson When writingaboutpeoplewithdisabilities,use“peoplefirst”language, unlesssomeone Persons withDisabilities (if applicable)theyprefer. would like tobeidentifiedwithinthetext, whatpronounstheyuse, andwhatcourtesytitle When writingaboutLGBTQ+ individuals,asktheseindividualsaheadoftimehowthey language isasalivethepeoplewhouseittoclaimtheirtrueandauthenticselves. terms. Hereareafewguidelinesforgeneralusage, offeredwiththeunderstandingthat LGBTQ+ Project’s terminologypage LGBTQ+ communitycontinuestoevolve, andregularlyupdatedresourceslike the The languagefordescribingthelives,identities,andexperiences ofmembersthe LSU Racial EqualityExperts Diversity, Equity &InclusionRecommended Reading List The includesmorethan700termsrelatedtorace/ethnicity, Diversity Style Guide

arehelpfulforunderstandingthenuancesofspecific offershelpfulusagerecommendations

LSU

9 Copywriting 10 Copywriting • • • Strategic Communicationsrecommendsthefollowingpublications asguides: Resources EDITORIAL STYLE GUIDELINES • • • • • • • • • • • University Style Unless otherwisenotedbelow, LSUstyledefaultstoAPstyle. The followingrecommendationsareLSUstyleasdecidedbyStrategic Communications. Strunk &White’s ElementsofStyle Merriam Webster’s CollegiateDictionary The AssociatedPressStylebook Use “first-year”or“first-time” studentratherthan“freshman.” Use “DidYou Know?”ratherthan“DidU example: Hemadean“A.” When referringtogrades,putlettersinquotesavoid confusingthereader. For allowed indonorliststosatisfywishes. wife’s firstnames: “John andMarySmith,” never“Mr. andMrs.Smith.” Courtesytitlesare reference, use“PhD” ora professor’s titletoestablishexpertise. Useahusband’s anda Avoid using courtesytitles(Mr., Mrs.,Ms.,Dr.) within paragraph text orcutlines.Onfirst indicate afacsimilenumber, specify “Fax”beforethenumber. Use “telephone” insteadof“phone.” Standard telephonestructureis225-578-1234.To consistent withinyourdocument. Both Louisianan andLouisianian areacceptable. Whicheveryouprefertouse, be lowercase “university”whenreferringtoLSU(i.e., theuniversity). Unless itiswithinthefullnameofuniversity(i.e., Louisiana State University), “Louisiana State University.” and A&MCollege.” Whenspeakingtoaninternationalaudience, usethefullname There arenoperiodsorspacesin“LSU.” Refer totheuniversityas“LSU,” notas“LSU Program.” & SocialSciencesalsomaintainsresearchunitslike theEnglishLanguage &Orientation College ofHumanities&SocialScienceshousestheDepartmentEnglish. same unitisfrequentlyreferenced,subsequentreferencesmaybeabbreviated:“The On firstreference, usethefull,officialnameofaunit,college, ordepartment.Ifthe where ampersandsshouldbeusedinbodycopy. “Department ofGeography&Anthropology.” Asageneralrule, thisistheonlyplace Use anampersand(&)insteadof“and”withincollege/department/unitnames: Engineering” or“LSU’s CollegeofEngineering.” When referringtoacollege, itisacceptabletosayeither“TheLSUCollegeof • • • • • • • • • • • • • Internet Standards Use “peoplewithdisabilities” ratherthan“handicappedpeople.” “police officers” (ratherthan“policemen”), andsoforth. Use gender-neutrallanguagesuchas“chair”or“chairperson” (ratherthan“chairman”), example, thosesymbolsmayhavedifferentmeaningsforinternationalstudents. American studentsmayidentifywiththeMemorialTower, Tiger, orschoolcolors,for When addressinginternationalstudents,beawareofculturaldifferences.While Use “students” ratherthan“coeds.” Use “advisor”ratherthan“adviser.” headers (e.g., “TheforumisatLSU.” not“Theforumis@LSU.”). account/user names,never asasubstitutionfortheword“at”ingeneralbodycopy or The @symbolshouldonly be usedinassociationwithe-mailaddressesorsocial media sentence, astheendpunctuationcanconfusereader: “Visitlsu.edu tolearnmore.” When writingawebaddressinyourcopy, avoidplacingtheaddressatendof the to avoidthelinebreak. at awebaddress,movetheentireaddresstofollowing lineorrewriteyoursentence Web addressesshouldnotbeseparatedontomultiplelinesoftext. Ifalinebreakoccurs Verify thesuffix—.com, .edu, .gov, .net, .org—ofwebsitesbeforeprintingthem. the bodycopy. Thisensuresaccessibilitystandards arebeingmet. used inadigitalformat,underlinewebaddressesand settext inacolordifferentthan do notintendtogenerateadigitalPDF. IfyourfileismadedigitalortheURLbeing document oradigital/onlineformat.Forprint,boldingtheURLissufficient,providedyou Web addressesshould alwaysbelowercaseandclearlyidentifiablewhetherinaprint Check allwebsiteaddressesforaccuracy. student aidonlineatlsu.edu/admissions, thewebsiteforLSU’s prospectivestudents. register foraGoogleaccount?Students maycompleteapplicationsforadmissionand “http://.” Examples:Didyouknowcanvisithttps://www.google.com/accounts/ to “http://” onlyifitisrequiredinorderforyourlinktoworkorincludesavariationof web addresses,“www”isnotrequired.Whenwritingyoushouldinclude As ageneralrule, usetheshortestURLpossibletolinkyourdestination.Formost Correct spellingandcapitalizationstandardsareasfollows: • • • • • • • • • webmaster web address web page website web online internet home page email

11 Copywriting 12 Copywriting • • Dates andNumbers • • • • • • • Punctuation • • • • • • Capitalization • Spell outwholenumbersbelow10. Usenumeralsfor10andabove. For dates,usethefollowingforms: “African American” and“NativeAmerican” donotneedhyphens. it issufficienttosay“Master ofScience” ratherthan“MasterofSciencedegree.” It isnotnecessarytowrite “degree” ifthefullnameofdegreeisgiven.Forexample, When abbreviatingacademicdegrees,donotuseperiods: “BA,PhD, MS,MBA,JD.” There shouldonlybeonespaceafterperiodsandcolons. No commaisnecessarybefore“Jr.,” “Sr.,” oranynumeralsuffix. last iteminalist. No commaisnecessarybeforeanampersand,evenif itistheserialcommabefore standard forsuchcommunication. news media(e.g., press releases),itisacceptabletoforgoOxfordcommas,asthe more items:“LSU, NorthCarolinaState, andAuburn.” Exception: Ifyouarewritingfor For clarity, useanOxfordorserialcommabeforetheconjunctioninaseriesofthree an Englishmajor,” but“Mymajorischemistry.” When referringtoacademicdisciplines,onlynamesoflanguagesarecapitalized:“She’s Residential College,” but“Heisenrolledinaresidentialcollege.” Capitalize “residentialcollege” onlyifthe fullnameisgiven:“MassCommunication Use lowercaseforseasons,asin“fallsemester2019.” Use lowercase"gpa," withoutperiods,orspellout“gradepointaverage.” name isnotgiven,uselowercase:“Heearnedabachelor’s degree.” “Bachelor ofArts,MasterScience, DoctorofLaw, DoctorofMedicine.” Ifthecomplete Degrees shouldbecapitalizedwhenthecompletenameofdegreeisgiven,asin Jones.” president,” “thedean,” “professor,” but“PresidentAlexander,” “DeanSmith,” “Professor Position andjobtitlesofpersonsshouldbelowercaseunlessfollowedbyaname:“The in chartsorgraphs,thepercentagesymbol(%)isappropriate. Within text, spellout“percent”butusenumerals:“7percent.” Forstatisticaldatarelayed • • • • • avoid superscripts:10;not10th 1990s; not1990’s May 10, 2005; not10May2005 4 p.m.; not4PM 2004–05; not2004–2005 • • • may requiremoretime. printing. Aminimumoftwo tothreebusinessdaysarerequiredforreview;longer items outlined inPS-10)shouldbe sentto approved bytheOfficeof theUniversity Registrar. Reputation-defining materials(as If yourpublicationcontains academiccourseordegreeinformation,text shouldbe University Approval • • • • Word ChoiceandSentenceStructure • • • • semicolon onlyasa“weakperiod”toseparatecloselyrelatedindependentclauses(as the colon.Ifitemsarelengthy, useasemicolontoseparatethem;otherwise, usethe Use acolontointroduceitemsinseriesthatrenameoramplifymaterialprecedes written.” “ly” compoundsarenothyphenated:“recentlywritten” (asadjective)not“recently- The followingwordsshouldbehyphenated: informational workshop.” phrase “inorder”inthissentence:“Inordertoparticipate, studentsmustattendthe Remove unnecessaryphrasesfromyourcopy. Forexample, thereisnoneedforthe possible. Avoid redundancy. State yourmessageonceinthestrongest,most preciselanguage sure todefinetermsclearlyinlaylanguage. in thebeginningofdocument).Whenaspecializedvocabularyisunavoidable, be nonspecialists. Avoid technicaljargonandabbreviations(unlessidentifiedatleastonce Whatever thepurposeofyourpublication,assumeanaudienceintelligent audience. Whateverthecase, beconsistentthroughoutyourdocument. Whether youwriteinsecondperson(you)orthird(heshe)dependsonyour day." every day”ratherthan“Alzheimer’s diseasedestroysmanylives—andfamiliesevery “and/or” ratherthan“and/or”;“Alzheimer’s diseasedestroysmanylives—andfamilies— No spaceisneededbetweendashesorslashesandsurroundingtext. Forexample, use rather thananendash(–)orhyphen(-). When usingadashtoamplifyphraseorshowbreakinthought,useanem(—) outside quotationmarks. placed outside. Dependingonmeaning,questionmarks canappeareitherinsideor Commas andperiodsareplacedinsidequotationmarks; colonsandsemicolonsare noun (e.g., non-Louisiana). When hyphenatingwords,thesecondwordshouldonlybecapitalizedifitisaproper in thissentence). • • • pre-professional andotheracademicfieldsbeginningwith“pre” on-campus andoff-campus(asadjectives) first-year orfirst-timestudents approvals@lsu . edu forreviewandapprovalprior to

13 Copywriting 14 PERSONAS SECTION 03 part ofabiggerpurpose. from agenerationofproblemsolverswhoareentrepreneurialgo-gettersvaluebeing out intotheworldandstartmakingachange. Prospectiveundergraduatestudentscome multitaskers withshortattentionspans,theyareopentotakingrisks andareeagertoget They areataturningpointintheirlivesastheypreparetosurgeintoadulthood.Master Prospective undergraduatestudentsareactivelyengagedandincrediblyindependent. Audience Summary PROSPECTIVE UNDERGRADUATE STUDENTS Fierce can’t waittoshowtheworldwhatitcando Fierce knowsbigdreamsleadtobetterrealities. Fierce iswhoyouare Headline examples heritage ofleadingmeaningfullives. LSU meansbecomingpartofsomethinglargerthanoneself—afamilywithaproud understand theyhavebigdreamsandwewilldoallcantomake themreal.Choosing We wantprospective students toknow connections, andhaveanimpact. them knowaboutalltheexciting opportunitiesforLSUstudentstogetinvolved,make and apprehensiveaboutnavigatingnewfoundfreedomresponsibility. Besuretolet and make powerfulstatements.Chancesare, prospectivestudentsarebothexcited pertinent information,soyouneedtocaptureandholdtheirattention.Usefewerwords audience thatlivesandbreathessocialmediaisusedtoskimmingcontentfor When communicatingwithprospectivestudents,beopenandenthusiastic.Thisisan How We Talk toThem unwavering support,anduniqueresourcesdedicatedtoourstudents. LSU offersacampusunparalleledtoanyother, agenuinedesireforstudentsuccess, ideal location,infinitepossibilitiesfor exploration, andaspacetoformendlessconnections. We willemploythecommunicationsthemesofeliteacademics,value, favorableoutcomes, Primary Messaging . Fierce fortheFuture . isallaboutthem.We

15 Personas 16 Personas solvers whoareentrepreneurialgo-gettersvaluebeingpartofabiggerpurpose. making achange. Currentundergraduatestudentscomefromagenerationofproblem spans, theyareopentotakingrisks andareeagertogetoutintotheworldstart to bringagreaterpreparednessforadulthood.Mastermultitaskers withshortattention friendships, andnewresponsibilities.Thejourneyfromfreshmanyeartoseniortends Undergraduate studentsareinthemidstofnavigatinganewfoundindependence, new Audience Summary CURRENT UNDERGRADUATE STUDENTS Fierce isdrivenbyabiggerpurpose Fierce isaforcetobereckoned with. Fierce stayscurious. Headline examples heritage ofleadingmeaningfullives. LSU studentmeansbeingpartofsomethinglargerthanoneself—afamilywithaproud understand theyhavebigdreamsandwewilldoallcantomake themreal.Beingan We wantundergraduate studentstoknow impact. to informthemaboutnewwaystheycangetinvolved,make connections,andhavean it’s nearlyimpossibleforstudentstoknowallthat’s goingon;take everyopportunity Use fewerwordsandmake powerfulstatements.BecauseLSUisalarge, dynamicplace, pertinent information,soyouneedtomake anefforttocaptureandholdtheirattention. an audiencethatlivesandbreathessocialmediaisusedtoskimmingcontentfor When communicatingwithundergraduatestudents,beopenandenthusiastic.Thisis How We Talk toThem difference intheworld. you needtoearnaneducationthatpreparesachieveyourgoalsinlifeandmake a success andwilldoallwecantoprovideyouwiththeinstruction,support,resources As anLSUstudent,youarepartofagreattraditionexcellence. We arecommittedtoyour Primary Messaging . Fierce fortheFuture isallaboutthem.We impact earningadegreewillhaveonreachingtheircareergoals. key prioritiestheyvaluearethequalityofacademicprogram,affordability, andthe the workittakes topursueanadvanceddegreewhileworkingorraisingafamily. Three They areseekingaprogramthatoffersflexibility andmakes itpossibleforthemtobalance Prospective graduatestudentsaredriven,outcomes-oriented,andbalancingbusylives. Audience Summary PROSPECTIVE GRADUATE STUDENTS Fierce isthefirsttorecognizeopportunities. Fierce hasavisionforbrightertomorrow Fierce commandsrespect. Headline examples providing themwithopportunitiesforadvancingtheircareers. passionate abouthelpingthemdifferentiatethemselvesfromthecompetitionand We wantprospective graduate studentstoknow knowledge andinsightstohelpthemmake theirdecision. level. Useaconversationalyetbusiness-like tonewhenyouwrite, andequipthemwith them achieveabalancebetweenworkandlifeastheytake theireducationtothenext the benefitsofanadvanceddegree. Let themknowwearecommittedtohelping you communicatewiththem.TheywantusefulinformationaboutLSUprogramsand Because prospectivegraduatestudentsleadbusylives,beclearandconcisewhen How We Talk toThem journey. world-class instruction,resources,andsupportyouneedascontinueyourprofessional We arecommittedto your successandwilldoallwecantoensureyouhaveaccessthe LSU offerstheopportunitytoadvanceyoureducationandfurtherpursuepassion. career growthanddevelopment. We willemploythecommunicationthemesofeliteacademics,value, convenience, and Primary Messaging . Fierce fortheFuture meansweare

17 Personas 18 Personas establishing professionalrelationships. leadership, andinfluence. Graduatestudentsalsorecognizetheimportanceof is integraltotheirpersonalidentityandtheyaspireattainpositionsofresponsibility, degree, manyfearbeingtransformedintoanacademicmachine. Theirperformance and large, topachievers.Thoughcommittedtomakingsacrificespursueanadvanced Graduate studentsaredriven,outcomes-oriented,andbalancingbusylives.Theyare, by Audience Summary CURRENT GRADUATE STUDENTS Fierce listensbeforeitleads. Fierce givesmomentumtoforwardthinking. Fierce istallerthananyobstacle Headline examples opportunities foradvancingtheircareers. helping themdifferentiatethemselvesfromthecompetitionandprovidingwith We wantgraduatestudents toknowFiercefortheFuturemeanswearepassionateabout and statements. write. Becausegraduatestudentstendtobeskeptical, doyourbesttosubstantiateclaims their educationtothenext level.Useaconversationalyetbusiness-like tonewhenyou we arecommittedtohelpingthemachieveabalancebetweenworkandlifeastheytake with them.TheywantusefulinformationaboutLSUservicesandresources.Let themknow Because graduatestudentsleadbusylives,beclearandconcisewhenyoucommunicate How We Talk toThem education andyourcareer. We respectyourself-reliance andthecommitmentyouhavemadetoadvancingyour the world-classinstruction,resources,andsupportyouneedaspursueyourpassion. LSU iscommittedtoyoursuccessandwewilldoallcanensureyouhaveaccess Primary Messaging . immerse themselvesinaculturedifferentfromtheirown. better thanthatoftheirhomecountry. Manyofthemalsowelcometheopportunityto schools/programs availablehereandthequalityofourhighereducationsystemisoften recognition. TheyconsiderstudyingintheUnitedStates becausethereisawiderangeof they seektheopportunitytostudyinaspecializedfieldorenterprogramwithworldwide Prospective internationalstudentsaremotivatedtoattendauniversityabroadbecause Audience Summary PROSPECTIVE INTERNATIONAL STUDENTS Fierce works harderanddreamsbigger Fierce createsgloballeadersforacomplex world. Fierce seeks outnewperspectives. Headline examples opportunities. institution onamissiontohelpthemearnprestigiousdegreethatopensnewworldof help prospectiveinternationalstudentsunderstand Though therearelanguagenuances,whichcouldgetlostintranslation,ourgoalisto available tothemherequicklyfeelconnected. a decision,trytopaintvivid,accuratepictureofcampuslifeandthemanyopportunities international studentswillnothavevisitedLSU, oreventheUnitedStates. Priortomaking research thathasbeeninternationallyrecognized.Obviously, most prospective likely wanttohearabouthighlyranked programs,notableprofessors,andpioneering When communicatingwithinternationalstudents,take theiraspirationsintoaccount.They How We Talk toThem post-graduation. their fields.AnLSUdegreewillprovideyouwithcountlessopportunitiesandadvancements rated programs,partneredwithworld-renownedfacultywhoareleadersandexperts in LSU isapremierinstitutioninthesouthernUnitedStates offering abroadrangeoftop- Primary Messaging . Fierce fortheFuture meansLSUisan

19 Personas 20 Personas as learningEnglishandacclimatingtoAmericanculture. offers opportunityforpersonalandprofessionalgrowth.Italsopresentschallengessuch that oftheirhomecountry. Immersingthemselvesinaculturedifferentfromtheirown Attending LSUprovidesaccesstoaqualityofhighereducationthatisoftenbetterthan opportunity tostudyinaspecializedfieldorenterprogramwithworldwiderecognition. International studentshavechosentoattendauniversityabroadbecausetheyseekthe Audience Summary CURRENT INTERNATIONAL STUDENTS Fierce believesourdifferencescanuniteus. Fierce makes progresspossible Fierce generatesideasthatmovetheworldforward. Headline examples mission tohelpthemearnaprestigiousdegreethatopensnewworldofopportunities. international studentsunderstand Though therearelanguagenuanceswhichcouldgetlostintranslation,ourgoalistohelp understood. and included.Also, take specialcarenottouseidiomsorslang thatwouldnotbeeasily express understandingandaneagernesstohelpengage. Make themfeelconnected responsibilities. Buttheyarealsoadaptingtoanewculture, language, andcustoms.So are in.Like allstudents,theyarefacedwithbalancingnewfoundfreedomacademic When communicatingwithinternationalstudents,besuretoconsiderthesituationthey How We Talk toThem pursue yourdegree. resources andservicesthatwillhelpyounavigatethechallengesoflivingabroadas understand youfaceuniqueculturalandlanguagebarriersarecommittedtoproviding LSU isheretohelpyoureachyoureducationalgoalsandachievelifelongsuccess.We Primary Messaging . Fierce fortheFuture meansLSUisaninstitutionona more convenient,flexible, andaffordable. making aproactivedecisiontoearntheireducation.Theytypicallygoonlinebecauseitis different backgrounds andbeondifferentpaths,theyareunitedbythefactthat builders, andmembersofthemilitary, bothactive-dutyandretired.Thoughtheymayhave those determinedtograduate, knowledgeseekers, time-strappedworkers, career Online studentsarecomposedofseveraldistinctsubcategoriesstudents,including Audience Summary NONTRADITONAL: ONLINE Fierce seesabettertomorrow Fierce risestothechallenge Fierce isalwaysmovingforward. Headline examples achieve theirpersonalandprofessionalgoals. to reachtheirpotentialandwe’re committed todoingeverythingpossiblehelpthem We wantonlinestudents toknow determination. go aboveandbeyondtopursuetheireducation,lookforopportunitiesrecognize write asifyouwerewritingtosomeoneknow. Also, becausemanyonlinestudents it isimportanttoletthemknowtheyareavitalpartofouruniversity. Bepersonaland less face-to-facecontactwithfellowstudents,faculty, andstaffthantraditionalstudents, When communicatingwithonlinestudents,make themfeelconnected.Becausetheyhave How We Talk toThem and careergoals. valued memberoftheLSUfamilyandwewilldoallcantohelpyoureachyourpersonal work, andlifeasyoupursueyourdegree. Your classesmightbeonline, butyouarea committed todesigningprogramsandprovidingtoolsthatwillhelpyoubalanceschool, Like you,LSUbelievesinthepowerofeducationandvalueadegree. We are Primary Messaging . . Fierce fortheFuture meanswebelieveintheirability

21 Personas 22 Personas clearly definedstructure. handle onself-discipline. Similarly, veteranstendtobegoal-orientedandappreciatea in collegebecausetheyhavebeentestedwaysothersnotandagreater committed toachievingacareerobjective. Veterans typicallyhaveahighsuccessrate traditional college-agestudents.Theyhavechosentoearnadegreebecausetheyare Veterans entercollegewithamilitarybackground aswellverydifferentneedsthan Audience Summary NONTRADITONAL: VETERAN Fierce adaptsandovercomes. Fierce unleashestruepotential. Fierce makes animpact. Headline examples attain theirgoals. our wayofcommunicatingwearecommittedtodoingallcanhelpthemcontinue direct experience dedicatingthemselvestomakingapositiveimpactontheworld.It’s also Fierce fortheFuture find waystomake themfeelconnectedandpartofourcommunity. also thrivewhentheyfeelarepartofsomethinglargerthanthemselves,sobesureto with arespectedcolleague. WhileveteranscometoLSUinpursuitofacareergoal,they have aconsiderableamountoflifeexperience. Sowritetothemasifyouwerespeaking average, veteransare25yearsoldwhentheybegintheirpost-secondaryeducationand personality intoyourwriting;justmake sureyourintentionisalwayscleartothereader. On When communicatingwithveterans,bedirectandprecise. You caninjectstyleor How We Talk toThem you pursueyourprofessionalgoals. committed toprovidingtoolsandguidancethathelpsyoubalanceschool,work,lifeas both yourservicetoourcountryanddecisionadvanceeducation.We are in VA benefitsandareeagertoassiststudentsinnavigatingtheprocess. We admire LSU offersawiderangeofresourcesandfacilitiesalongwithfriendlystaffwhospecialize Primary Messaging isanexpression thatlikely resonateswithveterans,astheyhave recruited. Aprimaryconcernforthisaudienceisthetransferabilityofcreditstheyhave are hesitanttoreachoutadmissionsofficesbecausetheydon’t wanttobeactively Their decisiontotransferisgenerallymadewithnospecificschoolinmindandthey considerations. Manyalsofeelunsureoftheirmajororunpreparedforafour-yearschool. begin theircollegiatecareerwiththeintentionoftransferringdueprimarilytofinancial Transfer studentsareamotivatedyetsomewhatapprehensiveaudience. Mostofthem Audience Summary TRANSFER STUDENT Fierce usessetbacks tofuelsuccess. Fierce followsitsinstincts. Fierce findsthecouragetoblazeanewtrail. Headline examples special. Here, youwillbesurroundedbypeopleandresourcescommittedtoyoursuccess. say—it’s thewayweliveourlives.EnrollingatLSUmeansbecoming apartofsomething We wanttransferstudents tounderstand respect wegiveourstudents,themorelikely theyaretoactuallybecomeone. a longwaytowardbuildingconfidenceinLSU. Themorewetreatthemwiththesame for information,theencouragementwedemonstrateasprovideinformationwillgo necessarily persuadethemtoattendLSU. Thoughtransferstudentsmightonlybelooking they feelarebeingpressured.We areheretoexplain theprocessoftransferring,not When communicatingwithtransferstudents,bedirectandhelpfulbutnotsomuchthat How We Talk toThem student success,unwaveringsupport,anduniqueresourcesdedicatedtoourstudents. decision, keep inmindLSUoffersacampusunparalleledtoanyother, agenuinedesirefor and make themostofhardworkyou’veinvestedinyoureducation.Asyoumake your is agoodfit.Ouradmissionscounselorsarereadytohelpyouunderstandthetransferprocess We understandfindingtherightschoolisimportantandwewanttohelpyoudetermineifLSU Primary Messaging already earned. Fierce fortheFuture isnotjustsomethingwe

23 Personas 24 Personas up-to-date, andeasytofind. turn tothemfortheirexpertise, theyexpect ustoprovideinformationthatisaccurate, degree programs,entrancerequirements,andaffordability. Becausestudentsandparents content viathewebandaretypicallyseekingdetailsaboutadmissionsprocess, Counselors areahighlyinformedandengagedaudience. Theyconsumemostoftheir Audience Summary COUNSELORS Fierce seeks outthenext level. Fierce makes adifference Fierce findstheperfectfit. Headline examples meaningful future. college experience, explore newopportunities,andestablishthe foundation fora an environmentwheretheirstudentscanpursueacademicgoals,haveafulfilling We wantcounselorsto know to usewhenwritingforcounselorsissaythingsyouwouldwantthemstudents. LSU campus,theenthusiasmweshare, andouroptimismfortomorrow. Asimplemethod this needwhileshowcasingtheLSUspirit.Look foropportunitiestodescribelifeonthe This audienceisprimarilyseekingfactsandfigures;theinformationweprovidecanmeet When communicatingwithcounselors,gettothepointquicklyandbeasclearpossible. How We Talk toThem academic excellence, LSUwantstobeapartner inyourandstudents’ success. navigate throughthecollegeplanningandadmissionsprocess.Asaninstitutioncommittedto LSU iscommittedtoprovidingyouwiththetoolsneededhelpandyourstudents Primary Messaging . Fierce fortheFuture meanswearecommittedtocreating

and stimulatingenvironmentwheretheirchildrencanthrive. will beachievedbyfindingaschoolofferingnotonlyqualityeducation,butalsosafe want tohelpgivetheirchildrenthebestchanceforsuccessandtendunderstandthat affording college, andmostofall,thehappinesswell-beingtheirchildren.They Parents andfamilymembersareinterestedinplanningforthefuture, savingforand Audience Summary PARENTS ANDFAMILIES offers avastnetwork. Connections – on aworldofpossibilitiestoexplore. Exploration – experiences. BatonRouge hasitall. research facilities,abundantinternshipandworkopportunities,aplethoraofcultural Ideal location– companies recognizeandareeagertobringonboard. excited tojump-startcareersofnewTigersenteringtheworkforcewithadegreepeople/ well beyondtheclassroom.Accesstoavastalumnibasewhoareactivelyengagedand Favorable outcomes– degree holdsissecondtonone. that works foryourfamily. NotonlyisLSUthebestmonetaryvalue, butthevalueanLSU Value – resources, andexperience. Elite academics– themes wecommunicatetoprospectivestudentsbutfromaparent’s pointofview. Your kidsareinthebesthandsyoucouldhopeforthataren’t yourown.Touch onthe Primary Messaging We knowthisisabig financialdecision:LSUisdedicatedtomakingthisadecision Research opportunities,studyabroad,servicelearning—LSUopensthedoor Students make connections onandoffcampusthatwilllastalifetime. LSU Thisisagreatcityforyoungprofessionals—incloseproximity to Your childwillhavethebestof academicpreparation, Your childrenwillbesetupforsuccess duringtheirtimeatLSUand

25 Personas 26 Personas your besttoavoidsimplysayingwhatyouthinktheywouldwanthear. After all,they’re school experiences. Write conversationallyasifyou were talkingwithafriendanddo and promises.Theywillwelcomeauthenticitygenuineportrayalsofcampuslife information fromvariousschoolsandhaveprobablygrowntiredofhearingclichédboasts have beenactivelyinvolvedwiththecollegecertainlyseenandheardvolumesof Above all,communicationwithparentsandfamiliesshouldbehonest.Thosewho How We Talk toThem PARENTS ANDFAMILIES Fierce embracesnewchallenges. Fierce inspiresideasthatwillpowertomorrow Fierce thrivesonthejourney Headline examples best selves—italsomeanswerespectandsupporteverychild’s potentialandambition. their childrenforsuccessandprovidinganenvironmentwheretheycangrowinto We wantparentstorealize parents andareexceptional atdetectinginsincerity. Fierce fortheFuture . . embodiesourcommitmenttopreparing demonstrate tothemthatweareinpositionsolvebigchallenges. funding. Becausecorporationsareturningtousforhelpexecuting bigsolutions,wemust training/executive education,economicdevelopment,andjointproposalsforfederal employees, sponsoredresearch,newtechnologies,scientificconsultants,employee and objectives.Thesepartnershipstake manyformsandproducebenefitssuchasfuture Corporate partnersengagewithuniversitieswhocanprovidesolutionstotheirchallenges Audience Summary CORPORATE/RESEARCH Fierce isthekey thatunlocks abettertomorrow Fierce neverlosesfocus. Fierce isthelifebloodofprogress. Headline examples a bettertomorrow. relentless drivetocreatesolutionsthatmake ameaningfulimpactontheworldandshape We wantcorporatepartners tounderstand human terms—whatsuccesswillmeantoindividualsandthecommunity. addressing seniorleadership. Wheneverpossible, attempttocharacterizeobjectivesin build trust,writeusingspecificsandavoidhyperbole. Asfortone, speakasifyouwere partnership withLSUandtodemonstrateourplanforachievingsharedsuccess.To help confident andassertive. They expect ustoclearly express thestrategicbenefitsofa When communicatingwithcorporatepartnersandpotentialpartners,be How We Talk toThem forward forthegreatergood. beneficial partnershipwhichwillbeadrivingforcetomoveyourindustryandourresearch assets tothefullestpotential.Partner withusandwecancreateadynamicmutually LSU hasexpertise andassets.You (companies)havethecapabilitiestomaximizethose Primary Messaging Fierce fortheFuture . isanarticulationofLSU’s

27 Personas 28 TYPOGRAPHY SECTION 04 TYPEFACE Thin Regular Bold Black with thelettersAorS. Proxima NovaBrandFonts Please note:therearealternateversionsofProxima Novaavailablethatareappended Proxima Nova isaversatilesans-seriffontthatcanworkforanythingfromheadlinesto used forutility. UseProxima Novainprintandontheweb. body copy. Itcanbepushedandmanipulatedtoworkinvariousways—oritsimply PROXIMA NOVA Do notuseProxima NovaAorProxima NovaS.

29 Typography 30 Typography The samplesanddescriptionsbelowprovidecleardefinitionsofspecialtystylesthat elegant, andmodernlook.AnInDesigndocumentcontainingparagraphcharacter can beappliedwithinthebrand.Proxima Novamayalsobeusedonitsownforaclean, download tofacultyandstaffmembersonourwebsite. styles thatcanbeimportedintoyourworkingInDesigndocumentisavailablefor Proxima NovaCopyStyles

The HighlightCall-outstyleisidealfor The box header styleisausefulandelegantway copy. Donotmake apreamblelongerthanone order tobeeffective. attention totheopeninglineofcopy, butonly any weightofProxima Nova. Regardless ofthe always setinallcapitallettersbutmaybe sentence orphrase. Donotuseinitialcaps. should alwaysbethesamesizeasrestof width. Bold preamblelead-intext canbeusedtoattract use Proxima Nova.Thefont sizeofthepreamble highlighting importanttext thatisnotnecessarily Preamble Lead-in Text Highlight Call-out Box Header to beheadlinesize, butitdoesn’t havetobein the largesttext onthepage. Itcanbescaledup to incorporateasectionheader. Box Headersare letter weight,thebordershouldremainat1pt.in TYPEFACE 224 Blackasanaccentwillhelptoachievethatlook.Thisfontshouldneverbeusedin Caslon 224isatraditionalandelegantseriffontthatcanbeusedforpullquotes,featured Black When youhaveaneedformore“traditionallyacademic” feel,thetypefaceITC Caslon advertising. numbers andsymbolsforthisfontareparticularlyelegantwhenusedinsmallquantities. numbers like boldstatisticsoragreatranking,inthecreationofinfographics.The ITC CaslonBrandFonts ITC CASLON 224

31 Typography 32 Typography The examples belowshowhowITC Caslonhasbeenusedtocreateinfographicsby Example ofapullquoteusingITC Caslon Example ofaninfographicusingITC Caslon highlighting prominentnumbersortocreateaneffectivepullquote. ITC Caslon224Examples Caslon Example ofasocialmediapostusing ITC ITC Caslon Example ofaninfographicusing

GRAPHIC ELEMENTS SECTION 05

33 34 Graphic Elements The tigerstripepatternisapridefulelementthatcanbeusedinanyapplication.Feelfree These elementsshouldbeusedoneatatime. Choosetheelementthatidentifiesmost These assetsareavailablebysubscribingtoourLSUAdobeCCLibraries,orthepackage The LSUbrandtoolkitismadeupofelementsthathelpuscommunicatewithacohesive Tiger Stripes At theendofthissection,weshareexamples ofthesegraphicelementsinuse. can bedownloadedbyLSUfacultyandstaffvialinks onthe Strategic Communications of theschool.Boldstrokes reflectfierceleadersandanengagedcitizenry, whilean HOW TO USEGRAPHICELEMENTS visual vocabulary. Thegraphiclibraryusesdesignelementsthatspeaktothepersonality warp, oroutlinethepattern. with yourmessageandusejustthatone. Donotlayermultiplegraphicelements. website. illustrated tigerstripepatternrepresentsschoolpride. Inaddition,thetreetextures give to rotate, scale, orchangethecolorofpatterntobestfityourdesign.Donotstretch, the brandasenseofplace. INNOVATION WHERE RESEARCHBREEDS malesuada neque. fringilla. Suspendisseipsumaugue, vulputateegetmaurissitamet,lacinia pulvinar. Aeneanportanulladapibusliberoullamcorper, ataliquamaugue Etiam facilisismiactelluscongueeleifend.Aliquammollisbibendum tincidunt, elementumelitnec,feugiatmi.Fusceiaculisacnislatpretium. Nulla finibusipsummetus,eumalesuadasapienviverraet.Integernec ex viverra tincidunt. luctus consecteturdiam,utmollisrisus.Maecenasdapibustortorvellacus Mauris quistempusvelit.Praesentultricesrutrumloremuteleifend.Cras Integer pellentesquerutrumodio, vitae scelerisque magnaelementumnec. Integer acsollicitudindolor, ascelerisqueeros. Duis vulputatemaurisnontortorrhoncussodales. Lorem ipsumdolorsitamet, consecteturadipiscingelit. Example oftiger stripes usedinalayout. This elementshouldbeusedfortext-only projectswhereatexture isneeded.Itidealfor The liveoaks thatsurroundLSU’s campusaretheperfectrepresentationofunique Example ofliveoakscanusedto frame text. environment onourcampusandprovideadirectnodtolocationinsouthLouisiana. Use theliveoakscansasatextural background element. should alwaysbecorporatepurpleandwhiteforahighcontrasteffect.Itnever where youneedthecopytolook“fierce” butdon’t wanttoaddaportrait.Thiselement used inadvertisingorpairedwithphotography, tigerstripes,orbrushstrokes. Live OakScans framing text setinProxima Novaonbrochurecovers,certificates,programs,oranyproject Feel rightathome WE WILLMEETIT. WHATEVER THENEED. WHATEVER THECHALLENGE. at auniversityintheelite1%

35 Graphic Elements 36 Graphic Elements outlined below. featuring aspecifictreeoncampus,instructionshowtodosoinAdobePhotoshopare you areamoderate/advancedPhotoshopuserandwouldlike tocreatethiseffectyourself the assetsavailablefordownloadonStrategic Communicationswebsite. However, if Pre-created liveoakscansareavailableforAdobeusersviatheLSUCCLibrariesorin Creating LiveOakScans 5 . 4 . 3 . 2 . 1 . the colorto91c/93m/41y/61k. then adda“Color Overlay”andset document fromRGBtoCMYK, and a printprojectfirstconvertyour b83. Ifyouarecreatingthisfor scan andsetthecolortor60/g16/ “Layer Styles” menutothetree Add a“Color Overlay”fromthe are left. your imagesothatonlytheblacks “ in the“Channels” panelclickthe black pixel inthedocument. Then, “Select Inverse” toselectevery the “Selection” menuandchoose “ In the“Channels” panelclickthe a “SmartObject.” “Layers” panel andconvertthemto Select allyourlayersinthe grays. black andwhitecontrastwithno this effecttwicetoforceasolid is extreme. You mayneedtoapply Adjust levelssothatthecontrast Make a“Levels” adjustmentlayer. a “Black&White” adjustment layer. and make itblackandwhiteusing Bring yourimageintoPhotoshop Mask Selection ” buttontocreateamaskon ” button.Thengoto 5 4 2 1 Mask Selection for downloadontheStrategic Communicationswebsite. Pre-created brushstrokes areavailableviatheLSUCCLibrariesorinassets Brand BrushStrokes Combination BrushStroke Ballpoint Pen Brush Old Stiff Brush Ballpoint Pen Brush below. the ballpointpenbrushasdescribed used onitsownorinconjunctionwith be delicatelyorlightlyapplied.Itmay broad andheavystroke. Itshouldnever brush shouldbeusedtocreateavery tone tothebrandvisuals.Theoldstiff This elementlendsaboldandassertive drawing withastrong,quickgesture. This isathick,textural brushthatimitates Old Stiff Brush a broadoldstiffbrushstroke. single ballpointpenbrushstroke across spirit. Createthislookbylayeringa campus thatisgeneratedbyourschool inspired bythepervasiveenergyacross energy, “kinetic” feel.Thisthinstroke is give yourboldbrushgraphicsahigh- The combinationbrushstroke isusedto Combination BrushStrokes used onitsown. underline anycopyandshouldnotbe pen shouldnotbeusedtocrossoutor use theoldstiffbrush.Theballpoint stroke. Ifaheavierstroke isrequired, It shouldalwaysbeaverythin,wiry or pairedwithaboldstroke (seebelow). This brushstroke maybeappliedalone

37 Graphic Elements 38 Graphic Elements • • • To createthesilhouettedfigurewith Silhouetted FigureswithBrushStrokes Example ofcombinationbrushstroke silhouettedbehindafigure usedonawebsite on (seebelow).Thisgraphictreatment on something,thestroke canbeused Using aboldsingleorcombinationbrush and weborsocialgraphics.Itshouldnot draw theviewer’s eyeandgivefocusto stroke acrossapagethatruns viewer’s eyetowhattheyareworking is intendedforuseinbrochurespreads in thephotographisactionorworking be usedinadvertising. featured personisatreatmentusedto the followingorder: to followtheirgestureandleadthe the visualstorybeingtold.Ifperson brush strokes Top Layer creating asilhouetteofjustthat and maskthefeaturedperson, duotones usingagradientmap.) person infullcolor bottom layer, butleaveitfullcolor page 22forinstructionsoncreating Middle Layer Bottom Layer –same imageasthe , organizeyourlayersin LEADERSHIP IN RESEARCH –bold brushstroke –duotone image(see behind

Matthew JohnsonDevelopsTechnological Tool toIdentifySMRGenesofPlants

a Bottom Layer Middle Layer Top Layer Example ofabrushstroke behindasilhouettedfigure. Evolutionary GenomicsLab, Johnsonrealizedapassionforresearch. Sciences andprimaryinvestigatoroftheComparativeFunctional Dassanayake, Ph.D., AssistantProfessorintheDepartmentofBiological operated throughLSU’s UniversityCollege, andtheleadershipofMaheshi With thesupportofRonald E.McNairResearch Scholarsprogram, agricultural future. it wouldleadtoanopportunityexplore solutionsforasustainable computers fortheDepartmentofBiologicalSciences,littledidheknow When MathewJohnson,aseniorstudyingbiologyatLSU, beganfixing brochure covers,andinteriorspreads. dominant orsinglepage. Examplesofthiswouldbeads,outdoor, websites,socialposts, map phototreatmentshouldbeusedinallcommunicationspieceswhenthereisa instances whenusageoffour-colorphotographsisacceptable. TheLSUfierce/gradient are instanceswhentheLSUfierce/gradientmapphototreatmentshouldbeusedand The LSUbrandismadeupofelementsthathelpuscommunicateinavisualway. There Gradient MapPhotoTreatment directly abovethephotolayer. normal with100%opacityandbeplaced The gradientmaplayershouldbesetto 91c/93m/41y/61k and1c/2m/12y. gradient maplayerwithtwocolors: achieved inPhotoshopbycreatinga The desiredphotoeffectcanbe Treatment Setting Gradient MapPhoto

39 Graphic Elements 40 Graphic Elements Online Learning expand theseofferingsforthecampus.Simplycreateorsketch youriconinthesamestyle element. IconographyisavailableviatheLSUCCLibrariesorinassetsfor addressed inthislibrary, Strategic Communicationswillgladlycollaborate withyouto shown here, andsubmititto download ontheStrategic Communicationswebsite. Ifyouhavespecificiconneedsnot we’ve worked togethertocreateaniconthatuniformlyrepresentsideaforyouand Iconography largelyplaysautilitarianroleinthebrand,helpingaddvisualaidtocopy both digitalandprintmediums.Noiconshouldeverbeusedasalogoorprimaryvisual together, wecanensuretherewillnotbemultipleiconsforthesameconceptincirculation. the entirecampus,wewilladdthaticontoresourcesavailableeveryone. Working Iconography Agriculture Document Financial Live Oak Coastal Search Communication Astronomy/ Research Research Abroad Online/ Study FAQs Mail approvals@lsu . Measurement DNA/Science Tech Support Partnership Energy Award Green Math/ edu Philanthropy tobeginthecollaborativeprocess.Once Graduation Education/ Veterinary Medicine Botany Money Health Presentation/ Engineering Water Cycle Research Checklist Music Help Event Tickets Information Published Research Children Weather Oil Rig silhouetted figure Example ofcombinationbrushstroke behinda This ishowthegraphicelementshavebeenusedthroughoutconceptualwork. Example ofoldstiffbrushstroke andagradientmapphototreatment applied inalayout GRAPHIC ELEMENTS APPLIED Example oficonographyandvarioustypestyles Eight Institutions ONE LSU LSU researchersacrossLouisiana areworkingondevelopingawide-rangeofinnovationstoimprovequality hurricane preparedness,energy, naturalresourcemanagement,andagriculture. life bystudyingissuessuchasdiseasemanagement,advancedmedicaltreatments,obesity, coastalprotection, For moreinformation,visitlsu.edu. DEDICATED TO EXCELLENCE QUICK FACTS Shreveport The LSUDepartmentofPetroleum Engineeringhas 150 minutesofphysicalactivityperweekproduceda a 7percentlossofanindividual’s bodyweightinadditionto chemotherapy totreatit. cost thantraditionalmethods. coastal areas. oil recoverymethod,whichcanextract moreoilatalower developed theGas-assistedGravityDrainageenhanced specific DNAofapatient’s tumortothemosteffective 58 percentreductionintheconversionto Research conductedatPennington Biomedicalshowedthat LSU HealthNewOrleansandShreveportareinvolved residential constructionmaterialsthatwouldhelpprotect LSU engineering,architecture, andagriculturaleconomics in researchusinggenomicsequencingtomatchthe faculty aretestingnewlow-cost,hurricane-resistant the homesoflow-incomefamilieslivinginhurricane-prone Alexandria Eunice Baton Rouge New Orleans CAMPUSES • Pennington BiomedicalResearch Center • LSUHealthSciencesCenterShreveport • LSUHealthSciencesCenterNewOrleans • LSUShreveport • LSUEunice • LSUAlexandria • LSUAgriculturalCenter • LSU, theflagshipcampus

diabetes. Through theLSUCoastalRoots programmorethan15,000 The world’s onlyoperatinginfantmetabolicchamber, At theLSUAgCenterAudubon SugarInstitute, researchers and futureerosion,sedimentdeposits,plantgrowthto erosion. Thisresearchinformscoastalplannersoncurrent 309 coastalrestorationtrips. youth haveplanted127,365 seedlingsandgrassplugson sugarcane factoryinfrastructure. sugarcane) andsweetsorghum,usingexisting Louisiana received a$17millionUSDA granttodevelopnew mitigate landloss. River mudmovestospeeduplandgrowthandslowdown LSU geologistsconductresearchonwhereMississippi processes inbiofuelsfromEnergyCane(high-fiber information aboutababy’s metabolism. housed atPennington Biomedical,wasdesignedtocollect TOTAL LOUISIANA important economicasset. BILLION $5.1 LSU isLouisiana’s most SALES THE STATE, LSUPROVIDES ARETURN FOR EVERY DOLLARPROVIDED BY $13.25 OFECONOMICACTIVITY. NEW STATEWIDE EARNINGS BILLION $1.9 INDIRECT ANNUALIZED 41,006 AN ESTIMATED TOTAL DIRECTAND JOBS

41 Graphic Elements 42 Graphic Elements from ourcommunicationeffortsduringthecampaign. are operatinginsynctoachievethemaximumimpact The FiercefortheFutureCampaignandLSUbrand Foundation resourceswebsiteat and prospectivedonors.Forresourcesdetailsregardingthecampaign,visitLSU advertising andcommunicationstandardforalldevelopmenteffortsdirectedtocurrent with agoalofraising$1.5billionby2025.TheFiercefortheFutureCampaignis On March28,2019, LSUlaunchedthelargestadvancementcampaigninuniversityhistory, FIERCE FORTHEFUTURECAMPAIGN • • • Campaign Logo Standards team orStrategic Communications. logo files,contacttheLSUFoundationcommunications details onthestandardsforuseofthislogoand options areallLSUcorporatepurpleandblack.For is whiteandgold,horizontalorientation.Alternate The preferredlookoftheFierceforFuturelogo body copyparagraphs. headlines orphotographsplacedinthemiddleof as astand-aloneitembutshouldnotbeattachedto copy paragraphs(shownatright).Itcanalsobeused used asahighimpactpunctuationattheendofbody The FiercefortheFutureCampaignlogocanbe Fierce fortheFutureLogo is alsoavailableforusewiththeLSUbrand. Because ofthis,thelogodevelopedforcampaign examples above. be setinwhiteorLSUgold onthecorporatepurplebackground asshowninthe When usingthecampaign logo, corporate purpleshouldbeused.TheLSUlogo The verticalversionisshown aboveontheright. and verticalversionsofthe FiercefortheFuturelogothatalreadyhaveLSUincluded. When usingthecampaignlogowithLSUinclose proximity therearehorizontal stand alone. Thesampleadaboveillustratesone waythetwologosmaybeused. The campaignlogomustbeusedinconjunctionwith the LSUlogo. Thislogodoesnot lsufoundation . org/resources . IS WHAT WE ARE. Visit lsu.edu/majors tolearnmore. suntessequi venihitemfuga.Utofficabo. Ustiaepelibusa. ilit asabo. Imporumredolorroruptatassitatemoluptasmaiosdoluptur ipsam quenetquatenonserovitvoluptiaditaquatemfugiaeroculpariasa ipsumquis etur, cumquamvenduciberumquesitquae. Corundaelab sequaestium ipsuntetpraerspitfacepelimi,voluptaquiblamrererspel Placeholder copyonseceptursimpernat.Ritatusasautparumquossitem PHOTOGRAPHY SECTION 06

43 44 Photography Example forwidercomposition tight composition Example forlightingonpersonand should allow“catchlight”(i.e., lightreflection)tobevisibleintheeyesandoncamera.It’s and reallyhappy. It’s importanttohavepeoplelookingstraightatthecamera,andlighting range ofemotions,includingserious,proud,tough,confident,pleasant,slightlysmiley, possible, andaslightgradientoflightingispreferred.Photographyshouldinclude background (theycanbeconvertedtoduotoneslater).Backgrounds shouldbesoft,if Portraits shouldbephotographedinstudiocoloronamediumtodarkgrayneutral STUDIO PHOTOGRAPHY The brandsupportstwostylesofphotography If armsarecrossed,thesubjectshouldcrossthemloweronbody(‘U’shape). slightly turned. acceptable). Itispreferabletohavenoteeth,as“fierce” ismoreserious.Bodyshouldbe down, andeyesshouldbeopen(eyesforwardisoptimal,butpeeringintothedistance “Fierce” photographyshouldbemoretightlydefined.Thesubject’s headshouldbechin arms folded,handsonhips,etc. able tobeenlargedandcroppedtightly. Widercompositionsallowforbodiestobeturned, is limited,shootingmediumthebest,mostflexible option–providingtheimagewillbe also agoodideatoshootrangeofcompositionsfromtightmediumwider. Iftime

Examples ofposesforwidercomposition Example formediumcomposition . people lookingatthecamera. to mediumwider. Thisstylealsoallowsforenvironmentalportraits,withsideprofilesor compositions thatallowfornegativespace, andshootarangeofcompositions,fromtight shot throughtheforegroundofout-of-focusobjects.Whenframingupphotos,lookfor photos feelnatural.It’s acceptableforphotostobeshotwithshallowdepthoffieldand that feelstaged.It’s agoodideatophotographpeople“doingwhattheydo” sothat The goalistoachievecapturedmomentsonlocationusingavailablelight.Avoid setups EDITORIAL PHOTOGRAPHY Example ofshootingthroughforeground object Example ofshootingthroughforegroundobject Example ofcapturedmoment Example ofshootingthroughforeground object Example ofsideprofileportrait Example ofnegativespaceframing

45 Photography 46 Photography Editorial Photography, Example ofenvironmentalportrait Example ofenvironmentalportrait continued Example ofenvironmentalportrait Example ofenvironmentalportrait COLOR PALETTE SECTION 07

47 48 Color Palette The updatedLSUcolorpalettereducesthenumberofcolorsofficiallytiedto Primary Colors editorial designandwebdesign.TheLSUlogomayonlyappearintheofficialPurple, LSU BRANDCOLORS LSU Gold,black,gray, orwhite. TheLSUlogosontheswatchesbelowindicateapproved primary colorpalettebutinsteadareavailabletogivethebrandflexibility whenitcomesto brand andhelpstoprovideaconsistentsimplepresentation.Therearenow three colorsineachpurpleandgoldspectrum.Thesearenotinterchangeablewiththe logo colors.Seethe #FDD023 R 253-G208B35 u: C0-M11Y94K c: C0-M19Y89K Pantone 123c/115u Official LSUGold #461D7C R 70-G29B124 C 82-M98Y0K12 Pantone 268c/268u Official LSUPurple

Logo UsageGuide

sectionfordetails. Tonal Palette #3C1053 R 60-G16B83 C 85-M100Y6K38 Pantone 2627c/269u Corporate Purple #F1EEDB R 241-G238B219 C 5-M4Y14K0 (NO SOLIDVERSION) Light Gold #D29F13 R 210-G159B19 C 0-M28Y98K11 Pantone 7555c/7555u Corporate Gold #A39AAC R 163-G154B172 C 37-MY17K0 Pantone 7660c/7660u Light Purple

Gold: APICaliforniaGoldor Crown410 Purple: Crown61216 Metallic Foils Neutral Palette Pantone 872 LSU MetallicGold #333333 R 0-GB C 0-MYK100 Process Black #999999 R 153-GB C 0-MYK50 Pantone CoolGray8c/8u 50% Gray #D0D0CE R 208-GB C 0-MYK20 Pantone CoolGray2c/2u Light Gray

Strategic Communications: follow CCLibrariesmanagedbyLSU subscription, clicktothelinks belowto If youhaveanAdobeCreativeCloud Adobe CreativeCloudLibraries • • • • • • • • LSU IconsCMYK LSU TigerStripes RGB LSU TigerStripes CMYK LSU BrushStrokes RGB LSU BrushStrokes CMYK LSU ColorsRGB LSU ColorsCMYKUncoated LSU ColorsCMYKCoated

49 Color Palette 50 Color Palette numbers andRGBcolorconfigurations,seethe include contrastratiosforlinked text, bodycopy, andbackground color. Forhexadecimal text colorcombinationsbelowarefornon-linked text only. Thespecificationsforlinked text color appliedtothetypographiccharactersonstatedbackground color. Pleasenote, the colors meetWCAG 2.0Level AAandAAAstandards.Thesamplesbelowshowthestated Of theLSUcolorpalette, onlythefollowingcolorcombinationsofbackground andforeground ACCESSIBLE COLOR COMBINATIONS light purple LSU purplebackground is LSU lightgoldcharacters on anofficialLSUpurple light goldbackground is characters onanofficial WCAG AAAcompliant. WCAG AAAcompliant. LSU corporatepurple characters on characters onanLSU background isWCAG background isWCAG background isWCAG an officialLSUpurple WCAG WCAG White characterson Black characterson an LSUlightpurple Official LSUpurple Official LSUgold AAA compliant. AAA compliant. AAA compliant. AA background is compliant. an LSU LSU lightgoldcharacters light goldbackground is White charactersonan WCAG AAAcompliant. WCAG AAAcompliant. LSU corporatepurple LSU corporatepurple characters onawhite characters onanLSU characters onanLSU characters onanLSU background isWCAG background isWCAG background isWCAG WCAG WCAG purple background is on anLSUcorporate Official LSUpurple corporate purple corporate purple Official LSUgold LSU lightpurple AAA compliant. AAA compliant. AAA compliant. background is AA compliant. Color Palette

section LSU goldbackground is LSU goldbackground is characters onanofficial characters onanofficial WCAG AAAcompliant. WCAG AAAcompliant. an LSUcorporategold LSU corporatepurple LSU corporatepurple characters onawhite background isWCAG background isWCAG background isWCAG background isWCAG . Black characterson Black characterson Black characterson an officialLSUgold Official LSUpurple an LSUlightgold AAA compliant. AAA compliant. AAA compliant. AAA compliant. LOGOS &USAGE SECTION 08

51 52 Logos & Usage Visit the The PrimaryandFullNameLSUlogosareavailableviamyLSUtofacultystaff. use ofLSUmarks forretailsalesandbyentitiesincontractualpartnershipswithLSU. services totheuniversity, andtheLSUOfficeof TrademarkLicensing,whichmanagesthe use ofthelogobycampuscommunitiesandexternal consultantsprovidingprofessional distributed byboththeLSUDivisionofStrategic Communications,whichmanagesthe academics, research,outreach,andathleticstoaudiencesworldwide. Theselogosare LSU logosarethecornerstoneofbrand.Theiruserepresentsourexcellence in OFFICIAL LSULOGOS Communications incoordinationwiththeOfficeof Registrar. (i.e., diplomas,certificates,legaldocuments,etc.)Thesealismanagedby Strategic Licensing. Theuniversitysealislimitedforuseoncommencement andofficialdocuments The useoftheathleticsmarks isrestrictedtoLSUAthletics andismanagedby Trademark Athletics Marks &UniversitySeal how studentorganizationsmayaffiliatewithLSU, vistthe Students andstudentgroupsarenotpermittedtousetheLSUlogo the LSUlogo. please contactusor If youareanexternal consultant,vendor, oranyentitynotdirectlyaffiliatedwithLSU, access thefiles. below. You willbepromptedtoprovideyourmyLSUloginIDandpasswordinorder Athletics Logo: EyeoftheTiger Strategic Communications Trademark Licensing audiences. be usedonanymaterialsintendedforinternational This isalsoamainidentifierfortheuniversityandmust Full NameLSULogo and LSUbranding. This isthemainidentifierforallcampuscommunications LSU Logo Primary UniversityLogos Athletics Logo: TigerHead websitetodownloadtheprimaryLSUlogosshown toinquireaboutobtainingpermissionuse Campus Life Louisiana State University Seal . website. For informationon • • • The LSUlogomayonlyappearinthefollowingapprovedcolors:purple, gold,black, These guidelinesareofferedasaresourcetohelpLSUfacultyandstaffcorrectlyuse colors. Tintingisnotallowed. digital, andenvironmentalgraphics.Ifyouareorderingpromotionalitems,pleasecontact white, andgray. Thelogomustappearusing100percentfullsaturationoftheofficial Logo Usage Guidelines Basic Requirements Limited ColorPalette the registeredtrademarksymbol(®)andorderingfromlicensedvendors. the LSUTrademark Licensingofficeforspecialinstructionsregardinguseofthelogoswith this documentisfocusedonbrandingapplicationsformarketing collateralincludingprint, the LSUlogointheircommunicationeffortsonbehalfofuniversity. Pleasenotethat The LSUlogoshouldneverappearsmallerthan1inchinwidth.withthe The LSUlogomustappearasthedominantmarkonfrontofallpublicationsand The LSUlogoisprimaryforallcampuscommunicationpieces. accompanying fullnameshouldneverappearsmallerthan1.5inchesinwidth. structure. websites representinganyentitywithintheLouisiana State Universityorganizational Official LSUPurple Black Official LSUGold White 50% Gray

53 Logos & Usage 54 Logos & Usage There mustbeaprotectedareasurroundingthelogo. Thisensuresnoothergraphic elements interferewiththeclarityandintegrityofLSUletters. effects toanyofficialLSUlogosisprohibited. Placing anythinginfrontof, addingastroke oroutlineto, oraddinggradients,patterns, Do NotCrowdtheLogo Do NotEdittheLogo The LSUlogomaynotbecombinedwithothergraphicmarks orlogostocreateasub-brand. white box. Borders, boxes, orshapesmaynotbeplacedaroundbehindtheLSUlogo, includinga Do NotEnclosetheLogo inaBox LSU Stands Alone

55 Logos & Usage 56 Logos & Usage Signature Requests exclusively bytheLSUDivisionofStrategic Communicationstoensureconsistency. Only parentdepartmentswillreceiveahorizontalunitsignature. Thesemarks aresetup horizontal andthevertical.Allcampusdepartmentswillreceiveaverticalunitsignature. unique logosforyourdepartments.TherearetwovariationsoftheLSUsignature: offices acrossthecampus.Theseareyourlogosandshouldbeusedinlieuofcreating The LSUsignaturesprovideunit-specificbrandingforcolleges,divisions,departments,and UNIT SIGNATURES Vertical UnitSignature Horizontal UnitSignature All theLSUlogousageguidelinesinprevioussectionapplytosignatures. Signature UsageGuidelines your program. The headlineofyourdocumentorthemaintitledesigncanthenbename held byyourdepartment,useeithertheLSUlogoonitsownordepartmentsignature. Please note, unitsignaturesarenotprovidedforprograms.Ifyoupromotingaprogram or newinformationtosubmityourrequest. name change, contactStrategic Communicationsat Communications website. Ifyouhaveanewdepartmentoryourunithasundergone Signatures setupinalloftheapprovedcolorsareavailablefordownloadonStrategic approvals@lsu . edu withyourupdated WEBSITES &DIGITAL CONTENT SECTION 09

57 58 Websites & Digital Content For moreinformationaboutLSUwebsites,visit must obtainpermissionpriortoseekingwebdevelopmentservicesoutsideoftheCMS. management. UnitsunabletodevelopasitewithinOUCampusfortechnicalreasons comprehensive approachtowebsiteaccessibility, easeofupdates,andLSUbrand using thecontentmanagementsolution(CMS)OUCampus.Thisprovidesa to assistcampusunitsinthedevelopmentofwebsites.We currentlydevelopwebsites Strategic CommunicationsandInformationTechnology Services(ITS) offerservices UNIVERSITY SUPPORTED WEBSITEDEVELOPMENT of brandedtemplateoptionsin2019. All sitesintheCMSwillbeconvertedtoupdatedlookwithLSU support. The LSUCMShasavarietyoflayout optionsavailable, andLSUwilllaunchanewsitedesignincludingvariety accessibility Detailed andup-to-dateinformationabouttheserequirementsisfoundat the Web Accessibility Initiative-AccessibleRichInternetApplicationsSuite(WAI-ARIA). W3C’s Web ContentAccessibilityGuidelines(WCAG) andtofollowthespecificationsin requirements. Theuniversityislegallyrequiredtomeasurecomplianceaccordingthe All digitalcontentpostedonofficialuniversitywebsitesmustmeet ADA TitleII LSU iscommittedtoensuringitswebsitesareaccessiblepeoplewithdisabilities. LSU ACCESSIBILITY . lsu . edu/web-support . lsu . edu/

and privacyrequirementsareincorporatedmaintainedbytheLSUwebsupportteam. Please note, thebenefitofbuildingyourwebsiteinLSUCMSisallfollowingbrand on yourLSUsite. responsible forensuringthefollowingbrandcomponentsareincludedandmaintained Communications website. After yourrequesthasbeenreviewedandapproved,youare The processforseekingexemptions fromtheuniversityCMSisoutlinedonStrategic NON-CMS WEBSITEDEVELOPMENT • • • • • Brand Requirements CMS sites. Non-CMS sitesmustmaintainconsistencywithanydesignupdatesmadetotheLSU statement andprivacystatement,thecopyrightstatement. All websitefootersmustcontaincontactinformation,links totheuniversity’s accessibility entire topnavigationandthefooteronlsu.edu. To alignwithWCAG standards,sitesbuiltoutsideoftheLSUCMSshouldmirror palette asanLSUidentifier. palette isusedforthesite, eitherpurpleorgoldshouldbeincorporatedintothecolor Official LSUcolorsshouldbeprominentlyusedinthedesign.Ifaneutralgraycolor for colorsandsizingrequirement. The LSUlogoshouldappearinthemastheadofeverywebpage. See All non-CMSLSUwebsitesshouldmirrorthetopnavigationbarinCMS. statement, andthecopyrightstatementarerequiredonallLSUwebsite footers. Contact information,links totheuniversity’s accessibilitystatementandprivacy Logo Guidelines

59 Websites & Digital Content 60 Websites & Digital Content • • • recommended butnotyetrequired: In additiontotherequiredcomponents,followingbrandedinclusionsare Brand Recommendations a linktotheLSUprivacystatementonwebform. Above isoneexample ofadataconsentstatementwith • • For completeinformationonLSUprivacyrequirements,visit Privacy Requirements Use ofthe Inclusion of The useof may beused.Moreinformationfoundat Forms mustincludeastatementthatexplicitly revealshowtheinformationsubmitted collecting informationviaforms. Regulation (GDPR)mustbeappliedanytimeyouaretrackingsiteanalyticsand/or The consentoverlayforcompliancewiththeEuropeanUnionGeneralDataProtection your site. This showshowtheLSUCMShandlesGDPRconsent. brand duo-tonephototreatment brand fonts brand graphicelements totieyoursitevisuallytheLSUbrand onimagesand lsu . edu/web-support lsu . brand resonantimage edu/privacy . . ry on • • content iscompliant: standards andalsobeaccessible All designedwebcontentpublishedbyLSUmustcomplywithourbrandandevent and colors,thenpostthegraphictoawebsiteoronsocialmediaasJPEGPNGfile. It iscommonpracticetocreategraphicsthatincludetext andmultiplevisualelements DIGITAL CONTENT text makes this compliantwithaccessibilitystandards. both desktopandmobiledevices. Asimplealttagtranscribingtheembedded has enoughcolorcontrasttomeet accessibilitystandards.Thedesignworks on digital publishing.Thereisminimal text, nomorethanfivewords,andthetext The graphicaboveisanexample ofawell-designed imageappropriatefor • • • • Make sureyourgraphicsarecreatedintherightcolorspace. Graphicsanddocuments Design formobilefirst.Mostwebvisitorsandsocialmediausersareondevices. accessibility testing. All PDFandMSWord documentspostedtoanypageontheLSUwebsitemustpass screen viewing. Color contraststandardsforaccessibilityshouldbeappliedtographicsdesigned appear inthealttext description. simple statementofnomorethanfivewords.Allwordsembeddedinthegraphicmust be usedtoaddtext overimages.Iftext isembeddedinagraphic,itshouldbesingle, Avoid embeddingtext ingraphics;instead,alternatetechniques utilizingCSSshould small details. Keep yourdesignssimpleandeasytodigestwithouthavingenlargeanimagesee created specificallyforwebpublishingshouldbeRGBtoensurecoloraccuracy. . Herearesomeguidelinesformakingcertainyour

61 Websites & Digital Content 62 SOCIAL MEDIA SECTION 10 Templates foryoursocialmediaprofileswillsoonbeavailableintheweb-basedtemplate image shouldalwayscontaintheLSUlogoandbeaslegiblepossible. your accountappearsinthenewsfeedsoffollowersandfriendsfollowers.Your profile Branding yourprofileimageensuresthatthepowerofsocialmediaisleveragedwhen Profile imagesonyoursocialmediaaccountsareseenwitheverypostandinteraction. Profile Pictures BRANDING SOCIALMEDIAPAGES cover imagesareshownbelow. than 140charactersandacaptionoralttext shouldbeprovided.Examplesofsuccessful appropriate. Keep inmindthatyourimagesshouldnevercontainmoreembeddedcopy on theplatform,useofphotography, video, ortheinsertionofagraphicmaybe interaction, state-of-the-artfacilities,oranynumberoffeaturesyourunit.Depending The coverimageisanopportunityforshowcasingcampusbeauty, studentandfaculty Cover Images below. image andtheofficialLSUcolorsareused.Examplesofacceptableprofileimages tool whenitlaunchesthissummer. Untilthen,make suretheLSUlogoisinyourprofile OF SCIENCE COLLEGE MANSHIP SCHOOL HUMANITIES & SOCIAL SCIENCE DEVEL & ECONOMIC RESEARCH OPMENT COLLEGE OFBUSINESSS Flores MBAProgram E. J. OURSO PHY SICS

63 Social Media 64 Social Media • How toChooseaSocialMediaPlatform? and informyouraudiences. With thisinmind,itisimportanttofollowbestpracticeshelpbettercommunicatewith LSU’s socialmediaaccountsarewherethe universityinteractsdirectlywithaudiences. As amajortouchpointwithpotentialstudents,currentparents,alumni,andfans, SOCIAL MEDIABEST PRACTICES • • • What VisualContentWorks BestonSocial Media? • • • Instagram • • • Facebook • • • Define youroverallpurpose. your videocontent. details onhowtoappropriatelybrand and tellastory. Seethevideosectionfor a greatwaytoengageyouraudience Videos specifics andyou’redone! attention. Addagreatcaptionforthe They compelaviewertostopandpay Images lasting 1to3secondsbeforerepeating. Gifs 59% ofusersareages18-29 250 millionactivedailyusersofstories 700 millionactivemonthlyusers 43.5% ofusersareages18-34 47.5% ofusersareages35-64 2.01 billionactivemonthlyusers Choose socialmediaplatformsthatalignwithyourgoals. Define yourlevelofcommitment. Define youraudience. arerepeatingloopsofvideoclips 15to45secondsinlengthare areworthathousandwords. • • Twitter • • • Snapchat • 37% ofTwitter usersare18-29 yearsold 328 millionactivemonthlyusers 79% of13-to18-year-oldsuseSnapchat 3.5 billonsnapssentperday 301 millionactivemonthlyusers 42% of15-to17-year-oldsuseTwitter Copy length • • • • • What CopyWorks BestonSocialMedia? • • • • Best PracticesforLiveContent • • Facebook &Instagram While itisdifferentforeverysocialmediaaccount,therearegeneraltimestopost: When istheBestTimetoPost? • • • Optimal postingfrequencyisdifferentforeverysocialmediaplatform: Post Frequency • • • Optimal copylengthisdifferentforeverysocialmediaplatform: Tailor yourmessagetoeachsocialmediaplatform,keeping theaudienceinmind. Use aclearcalltoactioninyourposts. Follow thebrandvoiceofLSUandyourdepartment. Make sureyourcopyisgrammaticallycorrect. Use short,concisecopy. Close captionFacebooklive contentafterthebroadcasthasended. Be mindfulofaudioandvisuals(e.g., no foullanguage, noobscenegestures). Make surestories areconcise–nomorethan15individualstorypostsinaday. can beassimpleaddingtext tothestartthatsays,“LSUFallFest 2020.” (either verballyorthroughtext) andpostitemsinchronologicalorder. Setting thescene example, ifyouarecoveringaneventforInstagramstory, setthesceneatstart Plan outstoriesthatmake sensetoallusers(Facebook/Instagram/Snapchat). For After-Work Hours:7p.m.-10 p.m. Lunch Hours:11a.m.-2p.m. Twitter Instagram Facebook Twitter Instagram Facebook -3-10tweetsperday, retweetsincluded -140characters(MAX–280characters) -1-4postsperdayofdifferenttopics -280characters(MAX–5,000characters) -1-2postsperdayofdifferenttopics -80characters(MAX–2,200characters) • Twitter Work Hours:8a.m.-7 p.m.

65 Social Media 66 Social Media • • • Common Mistakes toAvoid • least 900pixels x600pixels at72pixels perinch. Be sureyourimagesarenotblurryortoosmall. names acrossplatformsfortaggingorotherpurposes. character restrictions,andtargetaudience. Alsobemindfulofdifferingaccount/user Do notusethesamecopyoneveryplatform. media platforms. Twitter; your text wouldbecutoffduetodifferencesincharacterlimitsbetweensocial Do notlinksocialmediaaccounts. grid. obvious tousersonInstagrambecausetherepetitivecontentwillbedisplayedinyour images withsimilarcopy. Keep theplatforminmind;duplicativeimageswouldbe to tuneyououtifdonotkeep yourcontentfresh.At theveryleast,alternategraphic Avoid usingthesamepromotionalimageinconsecutiveposts. Forexample, donotpushyourFacebookpoststo Adaptyourcopybasedonplatform, Imagesize/dimensionsshouldbeat Audiences willbegin VIDEO PRODUCTION SECTION 11

67 68 Video production Accessibility Requirements brand componentsmustbeincluded: official LSUcommuniqués.Whenyouarecreatingvideocontentforyourunit,thefollowing LSU hassetafewbrandstandardsforofficialvideostoensuretheyarerecognizedas there isatremendousamountofLSUTigerfan-generatedvideocontentontheinternet. LSU hasafanbaseofmillions,inclusivealumni,students,family, andfriends.Asaresult, BRANDING VIDEOCONTENT the endcardtouseasaguide. signature, ataminimum, isthesamesizeasLSUlogoinend card.Download end screen.Allcustomscreensmustbescaledso thattheLSUlogoportionofyour your departmentorunitnamebyusingofficial LSU signaturetocreateacustom If youchoose, youmayincorporate Strategic Communicationswebsite. The fileisavailablefordownloadonthe to overlayonyourvideo(shownatright). file thatisscaledandpositionedforyou consistency, wehaveanLSUendcard called the the lastscreenofyourvideo. Thisis The LSUlogoisalsorequiredtobe LSU Logo EndCard be replacedwithyourunitsignature. Communications website. Thismaynot available fordownloadontheStrategic your video(shownatright).Thefileis and positionedforyoutooverlayon we haveanLSUbugfilethatisscaled the duration ofyourvideo. Thisiscalled within thetitlesafearea,forentire lower right-handcornerofthescreen, A goldLSUlogomustbeplacedonthe LSU Logo Bug it isimportanttomanuallychecktheaccuracyofthesecaptionsafteryourvideoposted. social mediaandYouTube. Mostsocialmediaplatformsprovideautomaticcaptioning,but captioning orbyprovidingawrittentranscriptoftheaudio. Thisincludesvideospostedon All brandcompliantLSUvideosmustbeaccessiblewiththeinclusionofeitherclosed LSU bug LSU endcard . Forbrandconsistency, . Forbrand scale andposition. Below: screen. the specifiedpositionrelativetoproportionofaTV Above: TheLSUendcardisalsoshownatthecorrect TheLSUbugisshownatthecorrectscaleandin • two tothreelevelspossible, witheachlevelhavingaspecifictypographicstyle. LSU The followingtypographicstandardsshouldbeappliedforyourvideo’s lowerthirds. are calledthelowerthirds.ThisisanotheropportunitytobrandofficialLSUvideocontent. The captionsusedtoidentifypeople, locations,orotherwiseprovidecontext onscreen Lower Thirds to ensureproper text placementwithin thevideo. the title-safearea. Thetitlesafevisibilityfeaturecan beturnedonwithmostediting software the title, LSUStudent BodyPresident,onthe secondtier. Notethepinkrectangleindicating In thisillustrationthelowerthirds consists ofthename, Stewart Locket, onthefirsttier, and • • • • person's name. The firsttier Y Offset: Mode: Soft dropshadowsettingsinAdobesoftware illustration below. LSU lowerthirdsshouldalwaysbewhitewithasoftdropshadowasshowninthe they arenotrestrictedtothelowerportionofscreen.) Lower thirdsmaybelocatedin anycornerofthetitle-safearea.(Inspitename, identifier forthepersonorfeaturedsubjectmatter. This tierisusedtoexplain thefirsttierandisusuallyatitle, department,orsomeother The secondtier • • • • lower thirds average personcanreadinthetimeallotted. second andthirdtierinformation.Make sureit’s notmoreinformationthanan Consider thelengthoftimeyourinformationwillbeonscreenwhencomposing legibility. multiple linesoftext, youshoulduseuppercaseandlowercaselettersforbetter For smallamountsofcopy, useallcapitalletters.Ifyoursecondtierconsistsof height ofthefirsttiertext. Use Proxima NovaRegular Use Proxima NovaBold Multiply 0px shouldconsistofonlyonelinetext. Inmostcases,thefirsttierisa aretypicallytwo-tieredbutcanbethree-tiered.Thismeansthatthere canbemultiplelinesoftext, butmorethantwowouldbeunusual. Blur: Opacity: 10px 60% setinallcapitallettersatapproximately 60pixels high. atapproximately 30pixels high,orroughlyhalfthe Color: X Offset: Black(Hexadecimal #000000) 0 px 0 (see insetimagebelowforexample):

69 Video production 70 Video production Keep itsteady. • Turn yourphone TIPS FORSHOOTING ONYOUR PHONE(ORCAMERA) intersection. Theneteffectisawell-balanced composition! featured ispositionedsothather eyes, lookingdirectlyatthecamera,areupper-lefthandquadrant image. Thetypeisneatly right-alignedwithLSUbuginthelowerright-handcornerof screen.Thewoman Adviser,” ispositioned attheintersectionofupper-rightquadrantpink,nine-partgridoverlaying In theimageabove, thenameandtitleinlowerthirds,“Cindy Carter, Professional-in-Residence, Tiger TV • Use theRuleofThirds. • • • etc.) premiering yourfootageismainlyvertical,shootvertically(Snapchat,Instagramstories, natural-looking andcinematicfootage. Theexception isiftheplatformwhereyouare If filmingwithyourphone, filmhorizontally viewer oftheimagetointeractwithitmorenaturally, ratherthanacenter-framedshot. intersections, oralongthelines,yourphotobecomesmorebalancedandwillenablea a gridfeatureyoucanturnon).Thetheoryisthatifplacepointsofinterestinthe Divide yourimageupintonineequalparts,like agrid(mostphonesandcamerashave with thecamerawhilekeeping yourfeetlocked totheground. If youwanttheshottohavemotion, much morestabilizationinyourshot. Lock yourelbows Use bothhands tofilmwithyourphone. intoyourbody. Your bodywillthenactasatripod,andyouhave SIDEWAYS . with locked elbows andnotverticallytoachievethemost , moveyourentireupperbody • Strive for shotvariety. • Work videos viathemainLSUchannel. branding sectionorvisitthe Strategic Communicationswebsiteforinformation onsharing For requirementsandtipson brandingyourunit’s YouTube page, seethesocialmedia added asan"LSURelated" channel,whichisvisibleonthemainLSUYouTube page. to eithersetuptheirownYouTube channe. Onceyourchannelissetup, itcanbe YouTube istheplatformusedbyLSUtopostand sharevideos.LSUunitsareallowed YOUTUBE tools tocreatevideos. advanced non-lineareditingsoftware, AdobePremiereProandFinalCutareexcellent the optiontoimportmusicforyourvideo. ItisavailableintheAppStore forfree. Formore to-use linearandnon-lineareditinginterfacewithavarietyoftransitions,text options,and For basic,user-friendlyeditingapps,tryiMovieorPremierePro. iMovie providesaneasy- EDITING TOOLS • • • Check yourmic. • • Manually setexposure andfocus. • highlight smallerdetails,notjusttheoverallscene. A videomadeupofmanyshorterclipsoftenmakes amoreinterestingwatch.You can position orangletoachievetheshotyouwant. want torecord.Ifsomepartsoftheshotarelookingtoobrightordark,changeyour When outdoors,tryandfindapositionwherethesunisevenlylightingsceneyou recording If usingyourphonetofilm,turnairplanemode camera orphonedelicatelysoyoudonotcoverupanymicspotsonthedevice. Most camerasandphoneshaveon-boardaudiorecordingcapabilities,soholdyour Move closetoyoursubject don’t wantthesmartphonetokeep changingtheexposure whileyou’refilming. With asmartphone, themostimportantis Press andholdanareaofthescreentoactivate of angles. someone torepeataperformance(like acartwheel)soyoucancaptureitfromvariety as simpleshootingyoursubjectbothfromcloseupandfartheraway, orgetting Think aboutwhatothershotsyoucangettocomplementyourmastershot.Itbe with . light,notagainstit. avoid pickingupambientnoise AE (Auto Exposure)Lock avoid notificationnoiseswhile AE/AF Lock asmuchpossible. function. , becauseyou

71 Video production 72 EVENT BRANDING SECTION 12 any questions,contactStrategic Communicationsviathe Review eacheventtypethoroughlytodetermine whereyoureventbelongs.Ifyouhave separates eventsbycategorywithspecificallowancesandrestrictionsforeach. This sectionofthebrandguidedefinesstandardsthatapplytoallevents,andthen limited to, productions,exhibitions, camps,symposia,andconferences. an audiencesegmentoutlinedinthissection. A campuseventisaplannedoccasionputonbyanofficialLSUunitandattended DEFINING ANEVENT • • • • • • • • • These guidelinesapplytoalleventcategories. EVENT BRANDINGGUIDELINES account. should beusedconsistently torepresenttheuniversalthemesidentified. your event. The brandiconsfromthe explanation andmeanlittletothosewithoutpriorknowledge oftheevent. Acronyms orabbreviationsarenotallowedtoidentify yourevent. graphic. If youarecreatingabrandgraphicforyourevent, generator inallmessagessentfromyourLSUemailaccount. practices foundontheStrategic Communications website negatively impactsemailaccessibility. Seerecommendationsforemailaccessibility best Event brandingelementsshouldneverbeembedded intoemailsignatures. materials (i.e., t-shirt→printdigital). different guidelinesforapparel,thereshouldstillbeaconnectionbetweenyourevent There shouldbecohesionacrossyourevent’s materials. in delaystheapprovalprocess. lost ontheeventmaterials.EffortstominimizeLSUlogoorunitsignaturemayresult visible sothatLSUmaintainsapresenceinconnectionwiththeeventandisnotgetting signature mustbepresent,prominent,anddisplayedwithenoughcontrasttoeasily It mustbeclearonyourmaterialswhoishostingtheevent. branding. to theunitputtingoneventensurethereisnoduplicationpriorfinalizing The eventmaynotshareanamewithanotherseparateoncampus. date haspassed,brandingwillneedtobereviewedandapprovedagain. event’s brandingpriortoitsimplementation. The DivisionofStrategic Communicationswillneedtoreviewandapprove the guidelines Branding foralleventsmustincludetheLSUlogoandadheretousage found inthisLSUBrandStyle Guide. Theseareintendedtobeused asiconsonLSUbrandedmaterialsand brand iconlibrary shouldnotbeusedtocreate marks for Someeventexamples include, butarenot Approvalsarevalidforoneyear;afterthat a yearmustbeincorporated approvals@lsu .

and usetheemailsignature Understanding thereare TheLSUlogoorunit Theyrequire edu email Itisup Doingso intothe

73 Event Branding 74 Event Branding the event. Event Brand (See departments, andofficesacrossthecampus,isalsoconsideredanofficialLSU logo. Signature (See LSU logo How isanEventBrandDifferentFroma Logo? Incorporating theLSUlogowithEventBrands Unit Signatures Logo UsageGuidelines conjunction withanLSUlogo Event brandusedin LSU Logo: Primary referstotheLouisiana State Universitylogo—primaryandfullnameversions. or referstothetypographictreatmentorgraphicelementbeingusedbrand Unit Signature fordetails.) referstotheunit-specificbrandingforcolleges,divisions, fordetails.) an LSUlogo Event brandusedwithout Unit Signature an LSUlogointoit Event brandincorporating Event Brand • wide events: The followingguidelinesmustbefollowedwhendevelopingbrandingforuniversity- necessary forthislevelofevent. highly visibletotheoff-campuscommunity, soanoverarchingLSUbrandpresenceis represent theentireuniversityasasingleunitandareoutwardfacing,meaningthey University-wide eventsaredefinedasthoseputonbyLSUawhole. Theseevents UNIVERSITY-WIDE EVENTS and signatureevents sesquicentennial celebration Logo forLSU’s year-long Examples ofUniversity-wideEventMarks • • • • The creationofaneventmarkispermittedforeventsthatqualifyasauniversity-wide branding guidelinesfortheeventmark. rather thanbeingusedinconjunctionwithit.Theseparameterswillbeoutlinedthe it maybedeterminedthattheeventmarkreplaceLSUlogoorunitsignature, University-wide eventmarks mayincorporatetheLSUlogointothem;inthesecases, University-wide eventsarealwaysbrandedexclusively usingtheLSUcolorpalette. date fortheirusage. University-wide eventmarks aretemporaryandmusthaveadesignatedstartend guidelines thatmustbefollowed. University-wide eventmarks aredevelopedanddistributedwiththeirownsetofbrand project. process todetermineifyoureventfallsintothistierandinitiatealogodevelopment marks.* Contact Strategic Communicationsinthebeginningofyoureventplanning a university-wideeventandisresponsibleforthedevelopmentofall level event.TheDivisionofStrategic Communicationsdetermineswhatqualifiesas *The Homecominglogo event logonotdesignedby close collaborationwith and CampusLife. Thisis Strategic Communications. Strategic Communications is redesignedannually the onlyuniversity-wide by anLSUstudentin an exhibition ofLSUacademics community tothecampusfor that invitedtheBatonRouge Logo foranopen-houseevent

75 Event Branding 76 Event Branding presence isnecessaryforthislevelofevent. and messaging;therefore, astrongbrand for LSUtobeunitedinitspresentation LSU ishostinganevent,itimportant audiences tocampusoranylocationwhere parents, andalumni.Wheninvitingexternal community includingprospectivestudents, Public eventsareopentotheoff-campus PUBLIC EVENTS launches thissummer. alumni andeventswillsoonbeavailableintheweb-basedtemplatetoolwhenit consistently execute thedevelopmentcampaigndesign,andpiecesintendedforLSU for resourcesandguidanceonallfundraisingefforts. Templates tohelpthecampus Communications andadministeredbytheLSUFoundation.ContactFoundation the currentdevelopmentcampaignbrandcreatedincoordinationwithStrategic Events forthealumniaudience, especiallyasitpertainstodonors,exclusively follow Alumni Events Conferences &ConsortiumEvents public, thespecificnatureofthoseeventsnecessitatedifferentbrandstandards.See While conferencesandacademicconsortiumeventsare, inmostcases,opentothe applicable. the creationofaneventbrand,arealso Universal EventBrandStandards, including prospective studentsandalumni,the exception ofeventsheldspecificallyfor Photography Copywriting in theprevioussections. defined bytheLSUbrandasoutlined Brand guidelinesforpubliceventsare IS WHAT WE ARE. Visit lsu.edu/majors tolearnmore. venihitem fuga.Utofficabomrererspe. sequaestium ipsuntetpraerspitfacepelimi,voluptaquiblamrererspel Placeholder copyonseceptursimpernat.Ritatusasautparumquoss , , and Typography Color Palette , This includes Graphic Elements . Withthe sectionfordetails. , FIERCE FUTURE. FOR THE FUTURE. FOR THE duciis reius,eicilliandiant. Lorem ipsumdoluptibuseaqui LEARN MORE Excellence the world. on take to you prepare and experience academic your guide will who scholars highly distinguished and most faculty world’s acclaimed the of some attracts LSU nation, the in universities AS ONE OF THE MOST PRESTIGIOUS Excellence Reputation for OUT OF

EXPENDITURES RESEARCH ANDDEVELOPMENT UNIVERSITY FORTOTAL ACADEMICS ANDATHLETICS DOMINATES INBOTH UNIVERSITY THAT GRANT DESIGNATIONS LAND, SEA,ANDSPACE UNIVERSITIES WITH here inthenew“SiliconValley oftheSouth.” right hospitality and research, environmental politics, media, energy, care, health of industries the leading makers decision and thinkers top-level with BACKYARD TO EVERY MAJOR CITY AROUND THE WORLD. YEAR-ROUND HOME, YOUR INTERNSHIP OPPORTUNITIES WILL LSU BE AT YOUR MAKE DISPOSAL, FROM TO OUR DECIDE YOU WHEN Google, LucasFilm, Merck,NASA, Nike, Pixar, Twitter, Exxon, andmanymore. CNN, Amazon, like companies global of members essential and END. WILL IT WHERE ON FOCUSED ARE WE BEGIN, WILL JOURNEY COLLEGE YOUR WHERE DECIDE YOU AS Success StartsatLSU Unique Opportunities. Unique Culture. EAGER TO HIRE YOU, ENDORSE YOU, AND YOU, ENDORSE YOU, HIRE TO EAGER Success FOR YOUNG PROFESSIONALS GLOBAL ALUMNI NETWORK ENTRUST THEIRCOMPANIES TO YOU Unique TOP 20 [email protected] lsu.edu/admissions 225-578-1175 Our graduates are top leaders top are graduates Our FOR JOBGROWTH CITY INAMERICA #2 CITY FOR RISINGSALARIES FURTHERING EDUCATION,ORIN SERVICE UPONGRADUATION STUDENTS AREEMPLOYED, Collaborate OUT OF

LSU IS AN EQUAL OPPORTUNITY/ACCESS UNIVERSITY Produced by the LSU Division of Strategic Communications • 2019-20 • 226-0599 • 7000 • 03/19 Examples ofProspectiveStudent EventMaterials exclusively. collaboration withtheDivisionofEnrollmentManagement.LSUbrandingmustbeapplied student eventsistomaintainconsistencywiththetonesetbyStrategic Communicationsin visual tonewithveryclearandconcise, boldmessagepoints.Thegoalforprospective prospective studentaudience, shouldtake aspirited,yetrestrainedandprestigious, Events forthetraditional(highschool)andnontraditional(transfer, military, etc.) Prospective Student Events Below: Above: ELITE JOIN THENATION’S Campusvisitbrochuregiventohighschoolstudentsoncampustours Frontandbackofthebrochuregiventohighschoolstudentsatcollegefairs 2 OF ALLUNIVERSITIES → → → → → → → national awardssuchasthe: prestigious win who scholars distinguished of number extraordinary an with interact will you a reputation for excellence. with Beginning on university day one, historic and elite an is LSU and doublingoysterproduction. Alzheimer’sdamage,hurricane disease,limiting ending obesity, childhood preventing illness, mental tackling treatments, cancer new finding are who professors world-class with engage to As an LSU student, you will have the opportunity the world. of corner every impact that discoveries make to beyond and below, above, go to scholars of community SPACE-GRANTour STATUSallows RESEARCH AND SEA-, LAND-, LSU’S TOP PUBLICUNIVERSITYFORSIGNIFICANTLY IMPROVING

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77 Event Branding 78 Event Branding • The followingguidelinesareavailabletohelpbrandeventsforthecampuscommunity: of LSUbywaybrandelements(brandfontsandgraphicelements)isnotrequired. category. WhiletheeventmuststillbeclearlyaffiliatedwithLSU, aconsistentpresentation experience freshforthecampuscommunity, arelaxed brandpresenceispermittedinthis ( Campus eventsareattendedbytheinternalcampuscommunityincludingincoming CAMPUS EVENTS website. and currentstudenteventbranding,canbefoundontheStrategic Communications Templates forthisbrand element,whichhelpsbridgethevisualgapbetweenprospective band thatisconsistentwith may stillbemakingadecisionandthatLSUistechnicallyrecruitingthem,branded campus eventguidelinesdefinedinthissection.However, giventhatincomingstudents orientation throughtoMove-inDay A personisconsideredanincomingstudentduringtheperiodafterattending Incoming Students • • • see definitionbelow While acompletebrandedlookisnotrequired,thecolorspurpleandgoldmustmaintain designed fontsisavailableforreference. Should youchoosenottousethe ONE LSU logousageguidelines a dominantpresenceinthebrandingoftheseevents. accentcolorofyourchoicemaybeusedincompositions. ) andcurrentstudents,faculty, andstaff prospective studentbranding mustbefollowed. . official brandfonts Theseeventsmayhavetheirownlookthatfollows connection totheLSUbrand. for eventbrandingflexibility whilemaintainingastrong conjunction withtheevent’s uniquebranding.Thisallows on theStrategic Communicationswebsite maybeusedin A brandedbandelementfoundinthebrandtemplates Games Tiger , arecommendedlistofwell- willneedtobepresent. . Inordertokeep thebrand #E04E39 C 1-M83Y85 - K0 R 224-G78B57 PANTONE 7417 proportions recommended accentcolorusedtoillustratetherequired Below: proportion requirements. Above: • • following conditionsmustbemet: colors, norshouldtheybeusedinplaceofpurpleandgold.Ifanaccentcolorisused,the brand flexibility inbrandingcampusevents.AccentcolorsarenotconsideredofficialLSU The useofaccentcolorsisintendedtosupplementpurpleandgoldprovidesome Campus Event Campus EventGraphicElements • The accentcolormaybeamaximum15percent ONE proportions: incorporated inyourcompositiononeoftwo Official LSUpurpleandgoldmustbe Brand Band25% • • 1.5inchsquareswith40%purpleandgold,15% Illustrationsoftheverticalandhorizontalbrandband height isdedicatedtotheLSUbrandband. Horizontal compositions:25percentofthe height isdedicatedtotheLSUbrandband. Vertical compositions:15percentofthe Brand bandsinthefollowingproportions: OR with anaccentcolor, minimum 40percentofeachcomposition Official LSUpurpleandgoldmustbea accentcolor Accent Colors ofyourchoicemaybeusedincompositions.

Brand Band15% #00759A C 94-M16Y7 - K28 R 0-G117B154 PANTONE 7468

ofeachcomposition. brand. to forgeastrongvisualtiebacktheLSU LSU goldareincorporatedintothedesign brand compliance. TheofficialLSUpurpleand a predominantpurpleandgoldpresencefor event. Itusesanalternatefont,butmaintains communicate theeducationalnatureof uses academicimageryinarefinedwayto color tobrandtheeventmoredistinctly. It Above: Thiseventpromotionaddsanaccent #7AB800 C 53-M0Y96 -K0 R 122-G184B 0 PANTONE 376

79 Event Branding 80 Event Branding be incorporatedintoyourcampuseventbrandingmaterials. In additiontotheoverall Campus Event and opacitytosetitapart. branding materials.Playwith scale, color, be incorporatedintoyourcampus event own imageorarelatedtexture mayalso guidelines, framinganimagewithits p In additiontotheoverallbrand Campus Event A widervariationoficonstylesandcolorcombinationsareavailableforcampusevents. Campus Event Veneer licenses foranyfontslistedbelow. distinct toneforyourcampusevent.Your unitisresponsibleforpurchasingtheappropriate The fontslistedbelowareaselectionofwell-designed,stylizedthatcanhelptoset Campus Event hotography Thirsty Script Thirsty and Typography Iconography Stylized FontSelection Photo Treatment Museo Slab photo treatment brand t ypography

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81 Event Branding 82 Event Branding • the followingguidelineshavebeenestablished: Understanding thatworks ofartareintendedtobeappreciatedastheywerecreated, scholarship, inalllikelihood, fallsunder of theuniversity’s academicmission.Anythingoutsideofthemissioncreative Design andotherunitsacrosscampusthatdealwithexhibiting originalworks ofartaspart This eventcategoryisintendedtoaddressthespecificneedsofCollegeArt& ART EXHIBITS and theuseofProxima Nova. supported byacolorpaletteofblackandwhite, artwork beingshowcasedistheprimaryvisual, In theaboveexample, theunalteredoriginal • • • • Art exhibitions aredefinedasaneventdisplayingoriginalartworkinagallery-like Compilation piecesshouldcomplywith compilations ofeventsbeingpresentedbycampusunitsoverthecourseasemester. This categorydoesnotincludepromotingperformances,speakers/lecture series,or artwork. Graphic designworkcreatedforthepromotionofaneventdoesnotqualifyasoriginal Brand fonts artwork orbeblack,white, orgray. Colors usedinplaceofpurpleandgoldmusteitherbederivedfromthefeatured setting. Thefeaturedartist’s unalteredartworkmaybeusedforpromotionoftheevent. mustbeusedexclusively andlogousageguidelinesmustbeadheredto. Campus Events public eventguidelines , outlinedpreviously. . The followingmustbefollowedwhendevelopingalogoofthiskind: guidelines. it isnecessarythattheselogosleveragetheLSUbrandandworkwithin community outsideofLSUorunderminethegoalcelebratingauniversityanniversary, consistent presentationandpromotionacrosstheuniversity. Soastonotconfusethe special marks aredevelopedbytheDivisionofStrategic Communicationstofacilitate Occasionally, LSUwillcelebrateanniversariesthatmerittheirownlogo. Inthesecases, ANNIVERSARY LOGOS • • • • • • • in conjunctionwiththem. Anniversary logosarenotmeantreplacetheLSUordepartmentallogo, buttobeused for theirusage. Logos foranniversariesaretemporary andmusthaveadesignatedstartenddate that mustbefollowed. Anniversary logosaredevelopedanddistributedwiththeirownsetofbrandguidelines process toinitiatealogodevelopmentproject. anniversary logos.ContactStrategic Communicationsatthebeginningofyourplanning The DivisionofStrategic Communicationsisresponsibleforthedevelopment of all copy orwithatagline, butalogomaynotbecreatedforthoseevents. Non-quarterly anniversaries(e.g., 30 a pre-designedlogothatcanbecustomizedwiththeprogramname. LSU programsconductedbyadepartmentcelebratingquarterlyanniversarymayuse designed anniversarylogos(seebelow). permitted tohaveacustomizedanniversarylogo. Theymayalsoopttousethepre- LSU departmentscelebratingquarterlyanniversaries(e.g., 25 th , 27 th , 45 th , etc.)maybecelebratedandnotedin th , 50 th , 75 th , 100 th , etc.)are

83 Event Branding 84 Event Branding Please notethatascampusunitsseeksponsorsunaffiliatedwithLSUfortheirevent, Finance &Administration and thankingprospectiveeventsponsors. forms anddocuments,communicationtemplates,directionforcontacting,soliciting, LSU Foundationat For resourcesonhowtoobtainsponsors,thereisaSponsorshipToolkit availablefromthe EVENT SPONSORSHIP • • • Recognition ofsponsorsmaybehandledinanynumberways.Someexamples include: sponsors inyoureventmaterials. This sectionprovidesguidanceonhowtoappropriately incorporatebrandrecognitionfor campus unitsthathaveprovidedsupportorresources tohelpmake theireventpossible. LSU unitsoftenfindtheyneedtoeitherrecognizeunaffiliatedoff-campusentitiesorfellow RECOGNIZING EVENTSPONSORS for moreinformation. Please visittheFinance&Administrationwebsite cause sponsorconflictswith existing partners. the departmentallevelisnotpermittedasitcan entities areequallyrepresented.Co-brandingat by LSUFinance&Administrationwhereboth LSU definesaco-brandaspartnershipcodified A NoteAboutCo-branding Visit theFinance&Administrationwebsiteformoreinformation. signed bytheLSUExecutive VicePresidentofFinance&Administration/CFO. sponsorship agreementprovidedbytheoutsideentityhostingeventmayonlybe In addition,ascampusunitsseekpromotionalopportunitiesbybecomingsponsors,the products, etc.)andisreviewedbyFinance&Administrationonacase-by-casebasis. marketing materialsfortheevent(e.g., website, brochures,socialmedia,promotional agreement issigned,recognitionforsponsorsneedstobeeventspecificthroughthe Administration regardingtherequiredLSUEventSponsorshipAgreement.Once whether viacashorin-kindcontributions,departmentsshouldcontactFinance& more sponsorlogos. “Thank youtoourgenerous sponsor(s).” Follow thisstatementwithplacementofoneor multiple sponsors. “Thank youtoourgeneroussponsors:”Followthisstatement withawrittenlistof “Thank youtoourgeneroussponsor[insertsingle name].” lsufoundation . org/resources . ThistoolkitprovidesLSUprocessrelated password . to theappropriatetemplate launch thissummer The multi-unitsignaturemustbesetupusingtheweb-basedtemplatetoolthatwill following multi-unitsignatureshouldbeused. materials shouldnotrepeattheLSUlogobyplacingmultipleunitsignatures.Instead acknowledge multiplecampusunitsonthesamepieceofcollateralmaterial.These As campusunitspartnerwithoneanothertohostevents,aneedmayarise Recognizing MultipleLSUSponsors signature. entities unrelatedtoLSUinthis Note, itisneverpermissibletolist units, usetheverticalsignature. For longerlistingsofsupporting Vertical Multi-UnitSignature this signature. listed onthehorizontalversionof No morethanthreeunitsmaybe Horizontal Multi-UnitSignature .To accessitvisittheStrategic Communicationswebsiteforalink .You willneedtologinusingyourMyLSUusernameand

85 Event Branding 86 Event Branding • Twitter guidelines: than thankingthemfortheirsupportofLSU. Forthatreasonwerecommendthefollowing inadvertently orintentionallyrecommendendorseasponsor’s productorservicerather When recognizingsponsorsonsocialmedia,itisimportantthatyourunitdoesnot Social MediaSponsorRecognition • Facebook &Instagram • tweet belowthatwetaggedCollegeofScienceandthreeotheraccountsintheimage. Tag asponsorintheimageusedfortweetaboutyourevent.You canseeintheLSU Basketball Facebook pagepost. Partnership.” SeetheattachedLSU is clearlyidentifiedasa“Paid sponsors inapost.Thesponsor for pageoperatorstoincludepaid Facebook hasmadeitveryeasy services. be awarethatyouarenotpermittedtoendorseorrecommendsponsorproducts Directly @mentioningasponsormaybeappropriateinsomecircumstances,butplease easier forconsumptionbutstillprovidingvisibilityasponsor. This allowedustousefewercharactersinthecopyoftweet,keeping itcleanerand • The followingrepresentpossiblescenariosandtreatmentsforthoseexecutions: scale thatisappropriatefortheuniversity’s involvementinthatevent. unaffiliated withLSU, theLSUlogo, ifusedforrecognition, willneedtobepresentata Once Finance&Administrationhassignedoffonyourunitsponsoringanevent Being Recognized asanEventSponsor to checkout orpurchaseitems. folders. VisittheStrategic Communicationswebsite, underServiceAreasandOperations, pins, nametags,smallandlargeretractablebanners,tableclothsrunners,pocket come, first-servedbasis.Inaddition,thereareresourcesyoucanpurchase, includinglapel in ordertogiveyourexhibit spaceabrandedLSUlook.Theseareavailableonfirst- sandwich boards,andtablerunners—thatfacultystaffcancheckouttouseforevents Strategic Communicationshasseveralresources—includingtablecovers,backdrops, ADDITIONAL RESOURCES [email protected]. the LSUlogointhoseeventmaterials,pleasecontactStrategic Communicationsat If youhavequestionsaboutaparticularoff-campuspartnershipandthepresenceof guide. the logoclearspaceguidelinesfoundin Logo usageguidelinesshouldbeadheredtoatalltimes,withspecialattentionpaid • both. greater prominencethanthesecondarysponsors,bethatthroughsize, positioning,or If LSUistheprimarysponsorofevent,logoorunitsignatureshouldholda should becomparableinsizeandpositiontotheotherlogos. If LSUisatanequalsponsorshiplevelwithotherentities,thelogoorunitsignature Do NotCrowdTheLogo sectionofthebrand

87 Event Branding 88 UNIFORMS SECTION 13 uniforms thefollowingbestpracticesshouldbeconsidered. unless specifiedbyHuman Resource Management;however, ifyoudochoosetoorder The decisionofwhetherornottopurchaseuniformshirtsisuptheunitsoncampus interfacing withthecampusandvisitorsonbehalfofyourdepartment. layers ofyourorganizationfromstudentstoleadership, oritmaybealong-termposition official uniformsforyourteam.Itmaybeaspecific,time-boundeventinvolvingmultiple There areawidevarietyofcircumstancesthatmaynecessitateorderingshirtstoserveas SHIRTS FORSTAFF ANDSTUDENT WORKERS • • • General UniformShirts e.g., interfacing role, consider placingtheirroleonthesleeveorbackof theirshirt, by yourunit,ormaybeleft blank.Again,ifyourteammembersareworkingina public Other Graphics is tasked withshooting photosorcapturingfootageforsocialmedia. their specificemployer. An example ofsomeoneinapublicrolewouldbepersonwho LSU employee, andyouarerequiredtouseyour unitsignaturetoidentifyyouras members areworkinginapublicinterfacingrole, theiruniformmustidentifythemasan exclusively onthefrontofyourshirts intherightorleftpocket area.Ifyourteam Logo/Signature Placement your decision,justbemindfulofthebrandduring designprocess. your shirtsinabrandcolor, but useabrightcontrastinginkcolor. Shirtcolorisultimately staff memberneedstobeeasilyidentifiedinacrowd. Ifthat’s thecaseconsiderordering places thatimmediatebrandconnectionoutofreach.We understandthatsometimesa your connectiontoouruniversity. Orderingshirtsinred,green,blue, orothercolors in mind.You wantimagesshotofyourteamtoshowLSUbrandingandeasilyidentify purple orgoldaneutralcolorlike white, gray, orkhaki.Doingthiskeeps photographs Shirt Color STAFF, VOLUNTEER, TOUR GUIDE,PHOTOGRAPHER, MEDIA Uniform Front –From abrandperspective, werecommendshirtsbeorderedinshadesof REQUIRED –The shirtbackandsleeves areopentoothergraphics,asdetermined –Either theLSUlogooryourunitsignaturemustbeplaced Uniform Back OPTIONAL , etc. Uniform Sleeve OPTIONAL E

89 Uniforms 90 Uniforms Strategic Communications website. event branding guidelines, please see the addendum to document this available on the on details For branding. eventʼs your of inclusion the for allow event the during wear to to volunteers given shirts for guidelines LSU, of behalf on event an hosting When Event SpecificUniformShirts Uniform Front REQUIRED Uniform Back OPTIONAL Uniform Sleeve OPTIONAL VEHICLE GRAPHICS SECTION 14

91 92 Vehicle Graphics The primaryobjective, regardlessofapplication,istocommunicatetheuniversity’s identity • • to campusvehicles. communications. TherearetwocommontypesofgraphicapplicationLSUmarks related Presentation oftheLSUlogoisjustasimportantonuniversityvehiclesitinother trends. with theLSUlogo, butneedtooutlastthesometimes frequenttransitionsofbranding used. Metaisthefontusedforsemi-permanentapplicationslike thisthatrequirepairing When thereisaneedtoaddunitnamesorotherinformationvehicles,Metashouldbe Vehicle Typeface by LSUPD, LSUFETI,theAgCenter, andLSUFacilityServices. standard exists foralluniversityvehicles,withtheexception ofthoseownedandoperated in purplemustbeappliedasperguidelinesonfrontdriverandpassengerdoors.This identity graphicsintheformofasimpledecalfeaturingLSUlogoGeauxfont Before anyuniversity-ownedvehicleisplacedintoservicebyPropertyManagement, VEHICLE DECALS travel throughoutLouisiana andbeyond. clearly andtopresentaprofessional,consistentfacethecommunityasourvehicles Astronomy’s MARSvan,etc.). Vehicle wrapsthathighlightaspecificuniversityprogram(e.g., Coastal Roots, Physics& indicated intheillustrations(seebelow) Simple logoplacementtoreflectvehicleownershipandinclusioninthecampusfleetas Meta purple. However, LSUbrandingmustbe thebasisforwrapdesign.Allvehicle trendier aspectsofthebrand,andarenotrestrictedtousefontMetainLSU Vehicle wrapsintendedformarketing purposesmaybedesignedtoalignwiththe removed immediately. brand standards.Whenawrapisnolongerviableorbeginstolookworn,itmustbe maintenance requiredtokeep thewrapingoodconditionandup-to-datewithcurrent If youelecttowrapyourdepartment’s vehicle, youarealsocommittingtothecareand Wrapping avehiclecanbeaneffectivepromotional techniqueinyourmarketing toolkit. VEHICLE WRAPS Strategic Communications. Any requestfor exceptions totheseguidelines mustbediscussedwith theDivisionof LSU logoasshownbelow. marketing purposes,thebottom25percentofwrapmustbeLSUpurplewithagold doors. ThefontMetashouldbeusedforanygeneralbranding.Ifthetruckiswrapped For oversizedvehicles,theLSUlogomustalsobeplacedondriverandpassenger Large Trucks &MobileClassrooms department signatureandprotectionofthebrand. Communications priortoapplicationensureproperplacementoftheLSUlogoand/or designs, alongwithplannedobsolescence, mustbeapprovedbytheDivisionofStrategic Below: typeset inMeta Above: Box truckillustrationwithgeneralLSUbrandinginclusiveofdepartmentspecificinformation Box truckillustrationshowing avehiclewrapwiththe25%portionofrequiredLSUbranding lsu.edu/vetmed 225-578-9500 Field ServicesEquine School of Veterinary Medicine

93 Vehicle Graphics Please refer people with questions about the brand guide to:

Division of Strategic Communications [email protected] 225-578-3874

Version 3.2 • 100-0832 • 01/21