Brand Standards Lansing Community College 411 N. Grand Ave. Lansing, Mich. 48933 —
Communications and Marketing Department Paula D. Cunningham Administration Building, Suite 205, 610 N. Capitol Ave. Lansing, Mich. 48933 [email protected] 517-483-1178 Content LANSING COMMUNITY COLLEGE 01 BRAND STANDARDS
02 —————— 07 34 —————— 39 62 —————— 67 VISUAL Print Editorial IDENTITY Accessibility Approach Brand Overview Typeface and Font Inclusive Language What Drives Our Brand White Space Email Style LCC’s Identity Marks Tables Web Writing Body Copy, Headings Public Audiences/External and Subheadings Social Media PDFs on the Web
08 —————— 23
68 —————— 75 COLLEGE 40 —————— 47 MARKS Style Guide Institutional Logo COLORS Stars Logo Institutional Colors College Emblem Web Color Palette 76 —————— 79 Divisional Wordmarks Secondary Print Color Scheme Visual Aesthetics Incorrect Logo Uses lcc policy Sub-Logos 48 —————— 53 guideline Nondiscrimination Language
24 —————— 33 PHOTOGRAPHY Visual Presence
Typography Subject Matters San-Serif Typeface Typography Standards 54 —————— 61 Design Terminology
02 — 0307 + + + VISUAL IDENTITY V – – – LCC’s Marks Identity – Brand Our Drives What Overview Brand isual
College emblem logo Stars logo Institutional Ambassador Brand I dentity
BRAND STANDARDS COLLEGE COMMUNITY LANSING
Visual Identity LANSING COMMUNITY COLLEGE 03 BRAND STANDARDS
The Brand Standards Guide introduces you to the college logo, what it means and how to use it properly in communication materials. Generated from the strategic plan, the institutional logo is a distinctive, meaningful and authentic way we communicate about LCC. This document presents simple tools you can use to ensure the logo is presented with strength and consistency.
At LCC, our mission guides These guidelines were Each of us shapes our purpose. We are developed to aid members and shares the educators and community of the LCC community as Lansing Community leaders, dedicated to they communicate on behalf providing high-quality of the college, while offering College story. education and enrichment flexibility for departments opportunities to benefit and programs to tell their our community. Since own stories. As you create our founding, LCC has and communicate via encouraged students brochures, posters, flyers, to value their worth, signage, emails, social investigate new ideas and media and more, these pursue their passions. guidelines will help you connect your story to the A common identity collective LCC identity. reinforces our mission. The purpose of these guidelines is to ensure that as we tell our individual departmental stories, a recognizable, collective LCC story is revealed, advancing LCC’s reputation for excellence. Visual Identity LANSING COMMUNITY COLLEGE 04 BRAND STANDARDS
Our Programs
LCC is a top-ranked educational institution where students and instructors fully explore the depth and WHAT DRIVES breadth of each subject, OUR BRAND? one course at a time. Our People
Here, curious, driven and adventurous learners foster meaningful relationships, working together toward maintaining a standard of excellence in education. Our Community
Our primary focus is strengthening the community by providing a positive learning experience. The Learning Commons, advanced technology centers, simulation labs and unique study spaces on LCC’s beautiful campuses produce an environment centered on success. Visual Identity LANSING COMMUNITY COLLEGE 05 BRAND STANDARDS
It is also important to with someone, we have an Understand the remember our brand is about opportunity to reinforce importance of much more than logos, the LCC brand. Over the community when colors and typefaces. Our decades, our employees brand image is reflected in have built a powerful brand carrying the the way people think, feel around the concepts of LCC brand as and respond when they innovation, excellence, hear "Lansing Community accessibility and making ambassadors. College." We want our a difference for others. audiences to associate those words with an organization In order to succeed in the dedicated to making the future, we must commit community and the world ourselves to these core a better place for all. principles. It is only through this sustained effort that Every LCC employee is a we can fulfill our vision, brand ambassador. Each "serving the learning needs time one of us represents the of a changing community." college when communicating Visual Identity LANSING COMMUNITY COLLEGE 06 BRAND STANDARDS
Our brand communicates The institutional logo Communicate who we are, our purpose serves as the core of the our brand visually and our desire to connect Lansing Community College with consistent with the community. More visual identity. A graphic importantly, it is how others representation of stars use of our college perceive us. Our logo marks coupled with “Lansing identity marks are one way we present Community College” gives ourselves and make a our logo a unique look that connection with others. The distinguishes the college LCC identity is represented from other institutions. It by three distinct marks: the reflects our location at the institutional logo, the Stars heart of Michigan’s capital logo and the college emblem. city, while highlighting the path of our students’ success starting here. Visual Identity LANSING COMMUNITY COLLEGE 07 BRAND STANDARDS
IDENTITY MARKS
Displayed on the right are the institutional logo, Stars logo and the college emblem. The institutional logo serves as the primary identity mark of the college. It is designed to clearly reflect the all- encompassing reach of our learning community. The Stars logo promotes our athletics program, school spirit and sports teams. The college emblem communicates our academic purpose as well as the history of the institution.
Departments and offices are required to use the institutional logo as the primary brandmark for LCC. Use of the Stars logo is reserved for the Athletics Department only. The college emblem is used as the visual identity of the college in formal situations. For a more detailed description of all college marks, see pages 08-23. 08 — 0923 + + + + Lockups + + + MARKS COLLEGE
C Sub Logos Sub Logo Uses Incorrect Aesthetics Visual College emblem logo Stars Logo Institutional ollege M arks BRAND STANDARDS COLLEGE COMMUNITY LANSING
College Marks LANSING COMMUNITY COLLEGE 09 BRAND STANDARDS College Marks LANSING COMMUNITY COLLEGE 10 BRAND STANDARDS
INSTITUTIONAL LOGO
The considered and consistent application of this logo reinforces LCC’s collective identity.
Using the correct logo for right situation is important. Dotted lines and grayed Printed Minimum It allows the logo to be out sections represent the Width: 1 in. recognized and strengthens minimum amount of clear Digital Minimum the college’s visual identity. space required around Width: 125 px. Learn the proper uses for the institutional logo. This each by understanding and ratio should remain the The institutional logo may following these guidelines. same when the logo is not be used at sizes smaller resized smaller or larger. than specified. Inches (in.) represent minimum width Minimum ratio of space for printed media. Pixels around the logo. Define (px) represent minimum x from the perspective width for digital media. width of the "G" in Lansing and use as a guide for marginal spacing. College Marks LANSING COMMUNITY COLLEGE 11 BRAND STANDARDS
Use the specific college LCC institutional logo Certain mark variations colors, specified as PMS variations: standard, may work better with colors (Pantone® Matching reverse, black and white. different production System). A more in-depth Logos are displayed on processes. Please consult look at the college’s considered backgrounds the Communications and color palette can be to improve visual contrast. Marketing Department found on pages 42-43. to ensure proper use of Single-color variations the institutional logo. of the logo (black and white) are intended for embroidery and decals.
PMS 280 Blue PMS 432 Gray PMS 285 Blue College Marks LANSING COMMUNITY COLLEGE 12 BRAND STANDARDS
STARS LOGO
The Stars logo is the visual identity of our Athletics Department.
Our college's iconic symbol is a star. The Stars logo is used on athletic communications and materials including apparel, schedules The dotted lines and Printed Minimum and uniforms. This logo grayed out sections Width: .75 in. should only be used in represent the minimum Digital Minimum association with athletics. amount of clear space Width: 125 px. required around the Stars logo. This ratio The Stars logo may not should remain the same be used at sizes smaller when the logo is resized than specified. Inches (in.) smaller or larger. represent minimum width for printed media. Pixels Minimum ratio of (px) represent minimum space around the logo. width for digital media. Generally define x from the perspective width above the second "S" and use as a guide for marginal spacing. College Marks LANSING COMMUNITY COLLEGE 13 BRAND STANDARDS
The Stars logo variations: Use the specific college Certain mark variations standard, reverse, black colors, specified as PMS may work better with and white. Logos are colors (Pantone® Matching different production displayed on considered System). A more in-depth processes. Please consult backgrounds to improve look at the college’s the Communications and visual contrast. color palette can be Marketing Department found on pages 42-43. to ensure proper use of the Stars logo. Single-color variations of the logo (black and white) are intended for embroidery and decals.
PMS 070 Blue PMS 430 Gray College Marks LANSING COMMUNITY COLLEGE 14 BRAND STANDARDS
College emblem
The college emblem is used as the visual identity of the college in formal situations.
Using the correct logo for the right situation is important. It allows the logo to be The dotted lines and Printed Minimum recognized and strengthens grayed out sections Width: 1 in. the college’s visual identity. represent the minimum Digital Minimum Learn the proper uses for amount of clear space Width: 125 px. each by understanding and required around the following these guidelines. college emblem. This The college emblem may ratio should remain the not be used at sizes smaller same when the logo is than specified. Inches (in.) resized smaller or larger. represent minimum width for printed media. Pixels Minimum ratio of space (px) represent minimum around the logo. Generally width for digital media. define x from the perspective width of the ring border of "Lansing Community College" and use as a guide for marginal spacing. College Marks LANSING COMMUNITY COLLEGE 15 BRAND STANDARDS
Use the specific college LCC college emblem Certain mark variations colors, specified as PMS variations: standard, may work better with colors (Pantone® Matching reverse, black and white. different production System). A more in-depth Logos are displayed on processes. Please consult look at the college’s considered backgrounds the Communications and color palette can be to improve visual contrast. Marketing Department found on pages 42-43. to ensure proper use of Single-color variations the college emblem. of the logo (black and white) are intended for embroidery and decals.
PMS 280 Blue PMS 432 Gray PMS 285 Blue College Marks LANSING COMMUNITY COLLEGE 16 BRAND STANDARDS
COLLEGE LOCKUPS
We are one college, but a community of many.
The LCC institutional logo is one of the college’s most important visual elements and should be treated as a graphic icon. Treat collegemarks as artwork, A college lockup is a Please consult the not as typography, meaning unique identifier between Communications and they should never be divisions, departments Marketing Department manipulated in any way. and programs throughout to ensure proper use This rule includes but is not the college that still of a college lockup. restricted to type, contrast, maintains the integrity of surrounding boxes, shadows, the institutional logo. outlines and embellishments. Do not create secondary The LCC institutational (sub) logos to represent a logo should be used department, center, institute instead individual or event, as this is confusing collegemarks to audiences and dilutes our whenever possible. goal of creating a common, Specific applications reinforcing image. to justify the use of a college lockup are custom apparel and department/ divisional letterheads. College Marks LANSING COMMUNITY COLLEGE 17 BRAND STANDARDS
LCC college lockup Use the specific college Certain mark variations variations: standard, colors, specified as PMS may work better with reverse, black and white. colors (Pantone® Matching different production Shown above are examples System). A more in-depth processes. Please consult of the black stacked and look at the college’s the Communications and blacked paired versions color palette can be Marketing Department of a college lockup. found on pages 42-43. to ensure proper use of the college lockups. The hierarchy of a college Single-color variations lockup considers the of the logo (black and division, department and white) are intended for program. All, some or embroidery and decals. one may be represented in the lockup, depending on the intent of use. College Marks LANSING COMMUNITY COLLEGE 18 BRAND STANDARDS
INCORRECT LOGO USES
Changing LCC brandmarks in any way dilutes the indentity of the college.
To ensure LCC’s visual identity remains unified across all applications, do When placing the If you are using any old not compromise the logo institutional logo or other logos in your department in any way. Although these brandmarks in documents, or office, please contact restrictions are demonstrated be sure it is not placed on the Communications and on the next page using a busy background or one Marketing Department the LCC institutional logo, with minimal contrast. This to work on a plan to these principles apply to all ensures the logo’s visibility implement the current logos and wordmarks used and recognizability. visual identity. throughout the college. Make sure to use the appropriate amount of spacing around the logos, as demonstrated on pages 10-15. College Marks LANSING COMMUNITY COLLEGE 19 BRAND STANDARDS
Shown above are examples DO NOT attempt to DO NOT alter or skew of how not to display re-create the logo or the logo in any way. the LCC brandmarks its typography. DO NOT add styles such as DO NOT alter the color of dropshadows or outlines. the logo or its typography. DO NOT reduce the DO NOT set the logo logo smaller than the on an angle or arc. recommended minimum width (see page 10). DO NOT scale or omit elements of the DO NOT place logo logo in any way. on backgrounds with poor contrast. DO NOT add extraneous elements to the logo. College Marks LANSING COMMUNITY COLLEGE 20 BRAND STANDARDS
SUB-LOGOS
Each sub-logo should The entire collection of Our community be used following the sub-logos is not shown is diverse and caters guidelines demonstrated above. Discretion of use on pages 18-19. is determained by the to a wide variety Communications and of needs. Not all logos shown are Marketing Department. open to collegewide use Contact [email protected] Shown are other logos used and some are reserved to with questions concerning by Lansing Community promotional and direct the use of sub-logos. College. Each brandmark is communications material paired with a specific part of only. Please consult the the college and should only Communications and be used under the direction Marketing Department of the Communications and to ensure these logos Marketing Department. are used properly. College Marks LANSING COMMUNITY COLLEGE 21 BRAND STANDARDS College Marks LANSING COMMUNITY COLLEGE 22 BRAND STANDARDS
Promotional materials Embroidery VISUAL Embroidery and screen There are a few special printing are standard ways of considerations unique to AESTHETICS producing our college marks LCC's logo when considering on promotional materials, embroidery. When choosing such as clothing, bags, colors, be sure to get as stationary, giveaway items or close to LCC's colors as knick-knacks. These materials possible. Metallic silver or are great for promoting metallic charcoal thread can the college, because they often be used, depending can carry the LCC brand upon the underlying fabric in an ambient way. For this color. Another issue with reason, it is essential that embroidering any logo Our college marks the use of the our college is overall image fidelity. marks remains consistent Thread count and angle can need to carry our on all forms of promotional greatly affect how cleanly identity consistently materials. Incorrect use of the LCC's logo embroiders, college marks can be found particularly with the small whenever they are on pages 18-19, which uses stars within the image. It's used on materials. the institutional logo as an always smart to request a example for all college marks. sewn proof, or "spin-off," of There are many ways the the logo prior to production. college marks can be used Screen Printing that go beyond brochures and billboards. Departments The ink used in screen and programs have the printing is closer to paint opportunity to carry the than actual ink with regard LCC brand on promotional to opacity. There are special materials, but need to be LCC logo files available for knowledgeable on how to screen printing that will do so in a way that does ensure correct reproduction. not misinterpret or dilute Please contact the of the college's identity. [email protected] for more information. If there are any concerns before purchasing T-shirts, uniforms, lanyards, pens or other promotional materials, please review the LCC Brand Standards guide or contact the LCC Communications and Marketing Department directly. College Marks LANSING COMMUNITY COLLEGE 23 BRAND STANDARDS
Using college marks on The college emblem is College marks may not be promotional materials restricted to certain uses used at sizes smaller than and limited promotional what is recommended, Generally, there should items. For use of the as demonstrated be no problem using college emblem, contact on pages 10-15. the institutional logo on the Communications and promotional pieces. All Marketing Department. For approved logos divisions, departments and and suitable vendors, programs are encouraged contact the Marketing to use the institutional logo, and Communitcations but may prefer using their Department. divisional wordmark instead. Divisions, departments and There are some cases when programs are restricted the college marks will not to the institutional logo fit the parameters of the or their unique lockup. desired item, such as pens The use of these college or pencils. For minimum size marks will depend on the restrictions, refer to pages requested promotional 10-15. In these instances, items desired. when the institution logo or lockup is unable to meet the Please contact minimum size requirements, [email protected] for the words "Lansing more information on Community College" must possible promotional be used in the appropriate items or ways to obtain font. See the Typography the proper college chapter on pages 24-33. marks for use. Promoting school spirit is always encouraged, and the use of the Stars logo is acceptable. However, please contact the Communications and Marketing Department before purchasing any materials. The use of the Stars logo is limited to certain items, such as hats, sports apparal, bags and water bottles. This way our college identity can stay consistant and allows the Stars logo to remain the face of athletics. 24 — 2533 + + typography
TYPOGRAPHY – Typographic Hierarchy – Guidelines and Terminology Typography Standards – – – Primary College Typefaces Display Serif Serif BRAND STANDARDS COLLEGE COMMUNITY LANSING
TYPOGRAPHY LANSING COMMUNITY COLLEGE 25 BRAND STANDARDS
Serif Tittle Ear Shoulder CAP Height Median
Baseline LansingARCH LEADING
CommunityAscender Terminal
Tail College x-Height Descender line Counter Stem Loop TYPOGRAPHY LANSING COMMUNITY COLLEGE 26 BRAND STANDARDS
AVENIR
Primary Typeface Aa Roman Weight
Typefaces provide visual Avenir is a licensed font. Consistency does “voices,” each with a unique To use Avenir within your not stop with logos. personality and texture. department or office, it Just as important Choosing the correct must be purchased. typeface helps promote and is the choice of advance the LCC brand. Condensed widths of type and its use. Sans serif typefaces convey a Avenir reserved for use modern and clear visual voice. at the discretion of the Communications and Avenir is LCC’s main Marketing Department. typeface. With its various styles and weights, Avenir Avenir Black and Avenir provides wide usability for Black Oblique are reserved communications projects, for headlines only. including digital applications. To create a more unified It is used with the primary LCC, departments and logo in wordmarks. The offices should adopt geometric, modern, sans the new typography for serif typeface is perfect for external communications. both headline and body Submit a marketing request copy in print and the web. with the Communications and Marketing Department for all outward-facing communications. Please contact [email protected] for more information on purchasing typeface licenses. TYPOGRAPHY LANSING COMMUNITY COLLEGE 27 BRAND STANDARDS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Black
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Black Oblique
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Heavy
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Heavy Oblique
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Medium Oblique
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Roman
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Oblique
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Avenir Light Oblique TYPOGRAPHY LANSING COMMUNITY COLLEGE 28 BRAND STANDARDS
RIFT
Display Typeface Aa Regular Weight
Hierarchy provides visual Rift is a licensed font. Emphasize the deference between To use Rift within your importance of headlines, subheads and department or office, it hierarchy with the body copy. The effect is must be purchased. created when contrasting use of a display point sizes, variable stroke Rift should be reserved typeface. weight and the pairing for headlines. It works of typefaces are used to best at larger sizes and distinguish the content's is not suited for smaller- rank of importance. In digital sized body copy. materials, be sure to take Please contact advantage of your software's [email protected] automatic heading structures for more information and other formatting. This on purchasing enhances accessibility typeface licenses. of the material for those using screen readers. Rift is LCC's display typeface. Display typefaces are used in headers, pull quotes and other display copy. The geometric, modern, sans serif typeface pairs well with the college's main typeface, Avenir. Rift should be used sparingly. It is not meant for use in general body copy or lengthy sections of text. TYPOGRAPHY LANSING COMMUNITY COLLEGE 29 BRAND STANDARDS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Bold Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Demi Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Demi Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Medium Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Oblique Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Rift Light Oblique TYPOGRAPHY LANSING COMMUNITY COLLEGE 30 BRAND STANDARDS
ADOBE Garamond Pro Serif Typeface Aa Regular Weight
Traditional-looking typefaces Adobe Garamond Pro A serif typeface or serif typefaces can is a licensed font. To can articulate, be used to reinforce the use Adobe Garamond an established idea of academia. Adobe Pro within your Garamond Pro is LCC's department or office, academic presence. serif typeface, which is it must be purchased intended to be used when creating formal documents. Adobe Garamond Pro Bold and Adobe Garamond Adobe Garamond Pro is Pro Bold Italic are not a traditional font, with its intended for use in original variation created lengthy sections of copy. in the 1530s. The Adobe Garamond Pro typeface is an Please contact established serif, fairly clean [email protected] and without an abundance for more information of ornate or exaggerated on purchasing serif marks, making it clearly typeface licenses. legiable and elegant. TYPOGRAPHY LANSING COMMUNITY COLLEGE 31 BRAND STANDARDS
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Adobe Garamond Pro Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Adobe Garamond Pro Bold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Adobe Garamond Pro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 % ! @ # $ ^ & * ( ) – + { } " : ? Adobe Garamond Pro Regular Italic TYPOGRAPHY LANSING COMMUNITY COLLEGE 32 BRAND STANDARDS
Paragraph Alignment Leading TYPOGRAPHY For comfortable reading, Appropriate leading or set paragraph alignment spacing between the baseline Standards to flush left (fl) and ragged and cap height of two lines right (rr). The alignment of of text, is determined by type to the left will create the width of the column. consistent word spacing that When specifying type size looks better and reduces and leading, use a slash reader eye fatigue. between the two numbers and specify the font (e.g. Line Length 12/14 Avenir Roman). The For comfortable reading, wider the column, the more line lengths should allow open the leading should Typography approximately 10 to 20 words be. This is particularly per line. This is especially true important when using wide guidelines help for longer format body copy, columns of body text. create consistency where keeping one’s place For professionally typeset while improving while reading is important. and printed publications, readability. Tracking the minimum leading, when possible, should be two Choosing the correct font is Tracking is the average points more than the size one step in the right direction amount of space in between of the type (e.g., 12-point when it comes to typography. letters. Set just right, tracking type on 14-point leading). How the font or typeface is allows for ease in readability. The width of a column used also will set a tone. This Tracking measurements should be well-considered. set of guidelines benefits the are proportional to the As the type size increases, reader by providing them point size of the font. a narrow column will force with better readability. large gaps between words A positive tracking, set and cause an undesirable from 0 to 10 em, should be amount of hyphenated words used when writing medium in ragged text alignment. to substantial amounts of copy. If the type size is Widows and Orphans less than 10 pt., a positive tracking of 10 to 20 em A widow is a short line of will improve readability. type left alone at the end of a column of text. An orphan is a short line of type left at the start of a new column. Widows and orphans are considered unpardonable gaffes, so be mindful of their appearance in typesetting text. TYPOGRAPHY LANSING COMMUNITY COLLEGE 33 BRAND STANDARDS
There are some exceptions to these guidelines, A header grabs such as headlines and pullout quotes. the reader's attention Font size depends on Sub-headers or intro paragraphs can the space and purpose provide a brief for the reader of the created content. Common use suggests — headings be twice the Once invested, the reader will need more context. height of the copy (10 pt. This is why tracking, line length and appropriate font size copy equates to 20 pt. play a major role in the ease of interpreting content. heading). Subheads should be equal to the height "CHANGE OF TYPEFACES IN PULLOUT QUOTES of the copy, but bold. SHOW SEPARATION OF CONTENT IN CONTEXT." Centered aligned copy is reserved for invitations; When used together, these basic principles make particular rhetorical copy easier to understand. Typography guidelines compositions where it may reinforce the idea of consistency, but also show a be more appropriate; or care and meaningful interest behind the content. contact information at the base of a letterhead, email footer or business card. Justified is used primarily in textbooks, but is Typographic Hierarchy Typesetting shown in example above not widely used at the Hierarchy in typography college because it is is a visual demonstration Header fundamentally contrived. of ranking importance of 24/26 Avenir Black content through use of 10 em typefaces, stroke weight, fl,rr point size, leading and alignment. To the right is Sub-Header a walk-through example 12/14 Avenir Heavy of using these principles 10 em in combination with the fl,rr elements of an article: Body Copy header, sub-header, body 12/14 Avenir Roman copy and pullout quote. 10 em fl,rr Pullout Quote 20/20 Rift Bold 10 em fl,rr PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE BRAND STANDARDS
34 — 39 PRINT ACCESSIBILITY
The following recommendations are taken, in part, from the American Printing House for the Blind (APH). The print standards outlined in this document are the recommended way to make documents accessible. For some designs this may not be possible, but before that conclusion is reached, all other methods should be explored in good faith. If it is not possible to adhere to print accessibility standards, a link should be provided on the print document to the web information, if it exists.
Additional Methods for Accessibility If the printed materials cannot be made accessible, an alternative is to provide the content in a text-only Word document. Images necessary for understanding the content will also need alt text descriptions. PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE 35 BRAND STANDARDS
Typeface and font
To make print materials Additional notes + Font strokes should accessible, use a sans serif be solid and without for body copy, but headings + Don’t use Roman numerals. gaps in them. can be serif or sans serif: It can be difficult to distinguish the upper + Avoid Italics when possible 12 pt. font, nothing smaller case “I” and Roman
numeral I, the numeral – Generally speaking, bold 14-16 pt. for “enlarged” 1, and the lowercase L. is preferable to italics. print (not considered Italics are more difficult large print) + The font should be to read than regular wide-bodied with space typefaces because 18 pt. and larger between each letter. individual letters lean for large print Letters that have a bubble into the territories 18 pt. and larger, with inside them, such as o, of their neighbors. other formatting changes d, g and others, should for enhanced print have plenty of space inside the bubble. Arial, Helvetica, and Calibri are good examples of accessible fonts. + Punctuation should be rounded, large and very visible. PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE 36 BRAND STANDARDS
USE white Space
Ample white space makes Recommended + Generally speaking, make a page more readable document set-up: sure there is ample space and useful because it between paragraphs provides contrast to the + Indent at least .5 inch at or other blocks of print and creates luminance margins when feasible. Use copy. A double space around the text. one inch, when possible. is sufficient when using + Justify left margin, programs such as Word, ragged right margin but different programs have different standards. + Set a minimum +10 Use as much as space as tracking, as outlined in the the design allows for. Marketing Brand Standards + Use block paragraph + Space 2-4 pt. larger than style, no indents the font size between lines, especially on forms where underscores and boxes are used to provide space for writing PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE 37 BRAND STANDARDS
C0 M0 Y91 K0 C0 M8.5 Y43 K0 #FFFF00 R90 G157 B208 Tables #F7CC65
Yellow Apricot
C0 M27.5 Y11.5 K0 C30.5 M43 Y0 K0 #FB8BAD #CC92F2
Difficulties reading text can be minimized through the use of pastel, colored background for every alternate line. Do not use all the colors together in Pink Lilac one table. Set color opacity or tint between 25-50%. Shown are the approved C27.5 M6 Y0 K0 C18.5 M0 Y8.5 K0 additional regulation #97B9FF #7DF9EF pastel colors.
Blue Aqua
C8.5 M0 Y60 K0 C0 M6 Y18.5 K6 #CBFD75 #D5C8A1
Peridot Beige PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE 38 BRAND STANDARDS
Body Copy, Headings and Subheadings
Use Lists Use a Ragged Right Margin Use plain Backgrounds for Text Enumerate items by breaking Many readability specialists down lists into groups of have demonstrated that The use of busy, graphic similar items. Use a tabulated unjustified right margins backgrounds for text renders list to allow the writer a are more readable the text very difficult to read. method to display the than justified ones. Plain backgrounds, preferably points and to improve the of off-white, cream, ivory, sentence structure. Make Use no more than 62 yellow or pink are best sure the list falls at the end Characters per Line for reading black text. of the sentence, not at the Ideally, a line of type Fills beginning or in the middle. should accommodate Use Bullets 10-15 words in 12 point Sometimes fills are needed typeface, or 39 characters in place of colors for charts, When a paragraph or in a large print format, give maps, and other graphics. passage includes a list of or take a few characters. For the most part, fills more than three items, containing diagonal lines and bullets are encouraged. They evenly-set dots are usable. make lists more readable and more memorable. PRINT ACCESSIBILITY LANSING COMMUNITY COLLEGE 39 BRAND STANDARDS
PDFs on the web
Although PDFs can be made accessible, do not upload PDFs to the web unless absolutely necessary. Print materials should be designed for print only and then formatted for the web as needed. Not every print document will need to be formatted for use on the website, but any distributed print document that cannot be made print accessible should be. This includes: + Booklets + Fast Facts + One-sheets 4040 —— 4741 + + + COLOR
COLOR Secondary Print Color Scheme Secondary Web Color Palette Colors Institutional BRAND STANDARDS COLLEGE COMMUNITY LANSING
COLOR LANSING COMMUNITY COLLEGE 41 BRAND STANDARDS COLOR LANSING COMMUNITY COLLEGE 42 BRAND STANDARDS
INSTITUTIONAL COLORS
CMYK and PMS values are Consistent use of used for off-set printed color visually materials, whereas RGB reinforces brand and hex values (denoted with a pound sign) are used identity across for web and digital media. all applications. To create a more unified LCC, departments and LCC's historic blue and gray offices are required must be the primary colors to adopt the color used in communications palette when creating materials to ensure the communications material. continued visual identity of the college. The institutional The Visual Identity color palette consist of Guidelines focus on the two parts: brandmarks and use of the institutional primary color palette. logo and college emblem. Departments and offices will be required to use the institutional logo as the primary brandmark for LCC. Use of the Stars logo and its color values are reserved for the Athletics Department only. COLOR LANSING COMMUNITY COLLEGE 43 BRAND STANDARDS
C100 M85 Y5 K22 C65 M43 Y26 K78 C90 M48 Y0 K0 R1 G33 B105 R51 G63 B72 R0 G114 B206 #012169 #333F48 #0072CE PMS 280 PMS 432 PMS 285
LCC Blue LCC Gray LCC Bright Blue
C100 M95 Y0 K3 C33 M18 Y13 K40 R16 G6 B159 R124 G135 B142 #10069F #7C878E PMS 072 PMS 430
Stars Blue Stars Blue
C0 M0 Y0 K100 R0 G0 B0 #000000
Black
C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
White COLOR LANSING COMMUNITY COLLEGE 44 BRAND STANDARDS
WEB COLOR PALETTE
RGB and hex values Consistency in (denoted with a pound media use reinforces sign) are used for web the visual identity and digital media. of our college. To create a more unified LCC, departments and The website uses a standard offices are required to color palette, with a selection adopt the color palette of both primary and secondary when creating additions options. The web primary to the LCC website. color palette is used for items More specific design such as headers, navigation guidelines for the web can panels, and programs and be found by contacting degrees. A secondary palette the Communications and of more dynamic colors Marketing Department. is used for items such as links, buttons and alerts. COLOR LANSING COMMUNITY COLLEGE 45 BRAND STANDARDS
R219 G232 B238 R239 G210 B143 R78 G165 B218 #DBE8EE #EFD28E #4EA5DA
Snow Sand Active Blue
R191 G214 B222 R74 G111 B164 R255 G119 B1 #BFD6DE #4A6FA4 #FF7701
Storm Steel Blue Active Orange
R80 G109 B123 R3 G59 B133 R178 G255 B159 #506D7B #033B85 #B2FF9F
Slate Midnight Blue Active Green
R255 G58 B32 #FF3A20
Active Red COLOR LANSING COMMUNITY COLLEGE 46 BRAND STANDARDS
Secondary print color scheme
CMYK values are used for Base colors: Riverstone Visual identity off-set printed materials, and Frost. whereas RGB and hex is made more recognizable when values are used for web Frost is used as a and digital media. background color color is used as a instead of white to To create a more unified enhance the perspective way of organizing LCC, departments and color of photos. offices may use the information. secondary color scheme Accent Colors: poppy, (combinations shown navy, azure, marigold, A secondary color scheme plum, kingfisher, riverstone, allows for more variance in above) when creating communications materials. walnut and olive are colors the way colors are used, but to be used in combination maintains unity throughout with the base color set. the college. The base colors (Gray and Frost) are established for copy and matting. Accent colors are selected, paired with the base colors to create contrast and interest in the design. Accent colors also serve as tools for categorizing the college into specific groups, much like color-coding. This helps the audience visually distinguish the purpose of the communications quickly. COLOR LANSING COMMUNITY COLLEGE 47 BRAND STANDARDS
C54 M42 Y57 K36 C81 M67 Y0 K42 C61 M21 Y0 K0 R103 G105 B88 R74 G11 B164 R90 G157 B208 #5D6154 #2B3C73 #5BA7DC
Riverstone Navy Azure
C3 M0 Y1 K0 C158 M0 Y0 K23 C100 M0 Y29 K25 R244 G249 B251 R158 G28 B103 R0 G130 B138 #F4F9FB #AA0072 #008999
Frost Plum Kingfisher
C44 M67 Y58 K60 C23 M0 Y100 K50 R3 G59 B133 R3 G59 B133 #53393B #758111
Walnut Olive
C0 M43 Y100 K14 C0 M91 Y90 K0 R0 G114 B206 R216 G64 B247 #DA8D17 #EF3E2D
Marigold Poppy 48 — 5349 + + Photography PHOTOGRAPHY Subject Matter Subject Presence Visual BRAND STANDARDS COLLEGE COMMUNITY LANSING
PHOTOGRAPHY LANSING COMMUNITY COLLEGE 49 BRAND STANDARDS PHOTOGRAPHY LANSING COMMUNITY COLLEGE 50 BRAND STANDARDS
VISUAL PRESENCE PHOTOGRAPHY LANSING COMMUNITY COLLEGE 51 BRAND STANDARDS
Storytelling with imagery is an excellent way to highlight what LCC means to the community. Our imagery captures what we do, what we provide and how we prepare students for future careers.
LCC has some of the top- For existing photographs, Making a ranked programs in the all rights reserved to statement visually state. Our training facilities Lansing Community can enhance and hands-on learning are College. Please contact best captured in the quality the Communications and the story. photography that highlights Marketing Department our students and instructors. for approved use. It is critical, when creating communications, to select Do not manipulate college imagery that reflects the photography in anyway. LCC brand and supports Submit a Marketing brand personality. request for event and/ or program photography to be captured. Photos are available for both high-resolution prints and digital screen presentations. PHOTOGRAPHY LANSING COMMUNITY COLLEGE 52 BRAND STANDARDS
Subject Matter
1 Assets: Be aware of all essential The structure Campus locations components of an image of our students’ and facilities. before shooting or using success is built on them in communications. 2 Environmental Portraits: Avoid using images that the foundation of Students and faculty. are busy, too complicated, our top-ranked 3 Journalistic: out of focus, low resolution programs. Capturing the LCC story. or too darkly lit. 4 Student Perspective: Use specific photos with Much like oral or written Life and community. recognizable environments storytelling, photos can create to tell genuine stories. emotional response and 5 Program-Specific: Do not use stock engage the audience. The Highlighting LCC photos because they focus of our photography can programs. are not authentic. be categorized in six ways, 6 Detail-Oriented: depending on subjects and Shift of focus and interest. Capture photography purpose. Use the sample with a focal point to styles shown on the opposite specify context and make page to help convey the it clear to the viewer. LCC story being told. Use photos with recognizable environments to give viewers a geniune picture of LCC. Sterile or vague images with generic locations do not convey a sense of place. PHOTOGRAPHY LANSING COMMUNITY COLLEGE 53 BRAND STANDARDS
1 2
3 4
5 6 DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE BRAND STANDARDS
54 — 61 DESIGN TERMINOLOGY
DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 55 BRAND STANDARDS
ADA (Americans with Baseline Brand identity Disabilities Act) In typography, an invisible, The visualization of your Legislation enacted by the horizontal line upon brand (see previous U.S. federal government which the main body of definition) in a way that in 1990 with the goal of a line of text rests. represents the values, removing barriers that limit content and ethos of the the ability of an individual Bit-mapped Image institution. This can include with disability to engage (BMP, .bmp) things like a logo, business in normal daily activity A rasterized image that cards, letterheads, uniforms, in the physical, public is pure black and white packaging design, etc. environment. Title III of the and has no color or Centered align ADA deals with signage grayscale information. and wayfinding issues. In typography, to use the Bleed .AI center point of the column This refers to the area to determine the placement Adobe Illustrator, or outside the trim lines that of the text. Centered text is .ai, files are vector files still prints in case cuts often ragged right and left. used by designers and are not exact. It gives the CMYK commercial printers to printer a small amount of generate files of different space to account for the Initials for cyan, magenta, file formats and sizes. AI movement of the paper and yellow and black, the primary files can only be opened design inconsistencies. ink colors of four-color using Adobe Illustrator. process printing. The “k” is Body copy Ascender used for black so as not to The main part of text in your confuse it with the “b” for In typography, the vertical design or publication – the blue in RGB color definitions. portion of a lowercase letter written website content, the that extends above the main CMYK uses the subtractive book contents, even this color system. body (x-height) of the letter. type you’re reading right Banner now. It’s all body copy. Coated paper Graphic images that Brand Paper that has been manufactured with coatings commonly function as web- A collection of concepts, based billboards. Banner of clay or other materials ideas and emotions that to give it a smooth, glossy ads generally appear toward encapsulate an organization’s the top-center of the screen, or matte surface for values and ethos. A brand quality print production. and are used as attention- is a mix of all the fine grabbing links to other sites. conceptual details that Content marketing make up the institution, including the content the A process that uses brand promotes, the way intellectual property to build employees talk, the words trust between an organization used, the values upheld, etc. and its constituents. DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 56 BRAND STANDARDS
Continuous-tone EPS (.eps), Encapsulated Font family Postscript The expression of a color Refers to the set of fonts or gradient in which there A file format for a digital that have the same basic is a smooth transition from image developed by Adobe, qualities in their design, yet color to color or tint to the creators of the Postscript their sizes, styles and weights tint. Non-digital images or page markup language. can vary. (i.e., Helvetica, digital images shown on a The file is comprised of five which includes Helvetica monitor or printed on film parts: separate “channels” Light, Helvetica Narrow, recorders or dye-sublimation for each of the four-color Helvetica Rounded, etc.) printers can be considered process colors and a fifth continuous tone. Images channel with a low-resolution Four-color process printed using ink must be RGB proxy for displaying Four specific colors of printing rendered as “halftones” the file on a computer ink (see “CMYK”) applied as printing ink cannot monitor. To print correctly, to a substrate in a way that represent continuous-tone. this file format requires a “tricks” the viewer into seeing Postscript-enabled printer. Descender a multitude of other colors. Flush left and flush right text This is done by arranging In typography, the portion halftone dots in combinations of a lowercase letter that In typography, to align the that “mix” the four colors in extends below the main beginning of each line in the viewer’s eye and brain. body of the letter as it a paragraph on the left or rests on the baseline. right sides of the column. GIF (.gif), Graphic Interchange Format Diecut Foil, foil emboss, foil stamping A rasterized image format The process of cutting areas used almost exclusively on the of a printed design in various A dry (no ink) printing process internet due to the manner shapes to create unique that uses a cast die and heat in which its color information effects. Diecuts are created to apply a thin layer of metallic is saved. It is not used for after printing and are classed or colored foil to paper or high-end printing although as a finishing process. other substrates. The die it can be printed, albeit can be multilevel to emboss badly, on an inkjet printer. DPI the foil stamped area. Glyph Dots per inch (dpi) is a Font measurement of resolution In typography, this usually and refers to the number Refers to a member of a refers to a hieroglyphic of printed dots contained typeface family such as or graphic symbol, but within one inch of an image Helvetica Bold. “Typeface” it is sometimes used to printed by a printer. Standard refers to the collection describe a special letter resolution for print is 300 dpi. of similar fonts in a type character, such as a vowel family, such as Helvetica. with an accent mark. DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 57 BRAND STANDARDS
Gradient Hierarchy from an image file when it is compressed using JPEG. A gradual change in color A system for grouping This format is used for image from one tone into another. type based on the order display on the internet or Two common types of of its importance so the where space (file size) is at gradients are the linear reader can easily navigate a premium. JPEGs can be gradient, where each color through the content. used to compress image sits on opposite sides of .IDML files representing grayscale, the frame, and a radial RGB or CMYK color spaces. gradient, where one color IDML files are the interchange sits in the middle and format for Adobe InDesign Justified text, justified another at the edge. documents. The IDML file paragraphs Grayscale format is intended for use In typography, this refers within the InDesign family to a paragraph that has A monochromatic (containing of applications. IDML files both the left and right or using only one color) can be opened with any side of its column width in color mode based on gray. version of InDesign. precise vertical alignment. Halftone, halftone dot, .INDD Usually used in formal halftone screen situations or book text. The INDD file extension is an In printing, as ink cannot be Adobe InDesign document. Kern, kerning, kerning pairs made lighter or darker on They store page content, Refers to moving two letters press, halftone refers to the formatting information, closer together in a line of use of dots of ink of various files and more. INDD text (not farther apart – see sizes arranged in a grid (a files can only be opened “letter spacing”). Historically, screen) that, when printed, with Adobe InDesign. the term is properly used represent a change in color Integrated marketing when referring to a period in intensity. Larger dots will typography when letter forms make the color appear darker A collaborative method were made of cast metal. as more paper is covered; for creating consistent Then, kerning was the act of smaller dots will make the messaging and an overall cutting or shaving metal from color appear lighter as narrative that ties together the side of a letter “slug” more paper shows through. across different media. so that it would fit closer to These screens are measured its neighbor. In type design, as “lines per inch” (ipi) by JPEG (.jpg) there are certain combinations counting the number of This refers to a compression of letters that commonly dots in a linear inch. A “100- format for rasterized need a tighter fit in order to line screen” would be 100 images. Created by the look optically correct. These halftone dots per inch. Joint Photographic Experts are called “kerning pairs,” Group (JPEG), it uses an and, in digital typography, algorithm that averages are usually written into the similar contiguous colors. font’s software code. It is a “lossy” format in that color information is lost DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 58 BRAND STANDARDS
Landing page Masthead Pantone© Matching System (PMS) The location in a website The (usually) graphical banner where a user goes after at the top of a webpage that One of several printing ink clicking on a link. Also target identifies the organization or color systems — and the page or destination page. group that hosts the website. most well known — used for The masthead typically accurately mixing spot colors. Leading contains the name of the A mixture in specific quantities Leading refers to the organization and site of base colors are used to space between lines of (if different) and an create a PMS spot color, much type. Overly tight leading organizational logo. like mixing paint in a hardware store. PMS colors can only can cause tension and Offset-lithography overlap, making the content be artificially represented unreadable, and too-loose High-end printing of ink from on computer monitors and leading can equally make plates to paper on commercial various desktop printers the type appear disjointed. printing presses. Offset refers in either RGB or CMYK. to the fact that the plate does Most PMS colors cannot be Letter spacing not directly print the ink onto adequately represented in these environments. Their In typography, moving the paper but “offsets” to a use in printing is actually individual letters closer rubber blanket which in turn to extend the range of together or farther apart. passes the ink to the paper. print colors beyond those In digital media, this is Opacity available in CMYK. sometimes referred to as “negative and positive The degree of a color or PDF (.pdf), Portable tracking," although this tonal value. The opacity of Document Format function also includes word an image or object can range spacing. This spacing is usually from transparent (0% opacity) A system for reducing the done in small fractions of an to opaque (100% opacity). file size of a larger image “em," the width of the letter or application file – without “m” being used as a base Optimization altering the original – while also enabling the image to measurement per font. A procedure used to make be read on all computer a website as effective Logo platforms. Due to their or functional as possible reduced size, high-resolution Iconic symbol used to mark by allowing it to run well PDFs have generally replaced or “brand” any company and provide a productive Postscript files as the standard or organization’s printed user experience. format for delivering ads materials, signs, environmental to print publications. graphics, websites, etc. Orphan When the first line of a Pixel new paragraph is set by The smallest unit of a digital itself at the bottom of image or graphic that can be a column or page. displayed and represented on a digital display device. DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 59 BRAND STANDARDS
Pixelation PPI Rasterized Image The occurrence caused by Pixels per inch (ppi) is a The conversion of an image displaying a raster image measurement of resolution into a digital form in which at such a large size that and refers to the number of the image is expressed by individual pixels are visible. pixels contained within one assigning color information to inch of an image displayed on individual dots arranged in a PNG (.png), Portable a computer monitor. Standard grid. This grid applies to both Network Graphic resolution for web is 72 ppi. pixels on a monitor or the information needed to “draw” An image format used Proof on the web that supports imagery and type on a printed transparency. That is, A paper rendering for the page. A rasterized image is part of the image can be purpose of checking the resolution dependent in that transparent, allowing other quality and accuracy of the the quality of the output is images or graphics to show material to be printed. determined by the amount of through. GIFs also support information input. Not to be transparency but in a more .PSD confused with “halftone dots." limited way. JPEGs do not The PSD file format, usually Resolution support transparency. a raster format, contains The tangible expression of an Point graphics and photos created in Adobe Photoshop image image, whether on a monitor In typography, a unit of editing software. Most or in print, in the number of measure, usually used commonly used by designer pixels across its width and to describe a type font’s and printers, PSD files can height. The more pixels used height from the top of its only edited using Photoshop. in a specific measurement, ascender line to the bottom the higher the resolution. of its descender line. Ragged right, High-end printing requires There are approximately ragged left text images of high resolution, while the internet works best 72 points to an inch. In typography, to allow the with low-resolution files. beginnings or ends of each Postscript (.ps) Resolution impacts file size, as sentence in a paragraph of a high-resolution image holds A computer language text to end without alignment more color information, and developed by Adobe Systems to any other line in the thus, takes up more space for rendering art and text on paragraph. Usually used in in a computer’s memory. a printed page. Postscript is conjunction with “flush left” or comprised of both vector and “flush right” as in text that is rasterized art, but renders all set “flush left, ragged right,” as a raster-based image once and thus is rendered with the “delivered” to the printer, left edges in vertical alignment whether a desktop printer or and right side – at the end of a RIP for a high-end print job. the lines of text in a paragraph – in a non-aligned formation. DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 60 BRAND STANDARDS
Reverse Serif Substrate To allow either a lighter ink This term refers to the little Refers to the surface upon color or the paper surface edges that stick out from which text and images are itself to show through a letters in certain typefaces. printed. Substrate is usually in darker color by “knocking- For example, at the end the form of paper but it can out” the shape of the element of the letter “T,” these also be plastic, vinyl, glass, in question from the top edges are at the top left, cloth or other materials. color. An example would right and at the base of the .SVG be to allow the white of the letter. Common serif fonts underlying paper to show include Times New Roman, SVG is a vector graphic through a shape comprised Georgia and Garamond. file format. The primary of printed black ink, giving Silkscreen printing use of SVG files are for the impression of white sharing graphics content letters on a black field. A form of printing in which on the internet. paper or another substrate RGB is placed under a woven Tagline Initials for red, green and mesh “screen” that holds an An advertising campaign blue, the primary colors of ink-blocking stencil. Ink is theme expressed as a slogan, white light and emitted light dragged across the screen usually applied with the brand such as from a television with a roller or squeegee and identity at the close of an ad. or computer monitor. transfers to the substrate through the mesh that has TIFF (.tif), Tagged RGB uses the additive not been blocked. Silkscreen Information File Format color system. is very useful in printing This is a rasterized file format items that are not flat, as Pica for displaying grayscale, the screen can be fit around RGB or CMYK images. In typography, a unit of 3-dimensional objects. Originally developed for measure usually used to the PC, it is easily read by describe the width of a Spot color Apple Macintosh, making it a column of type. There Specialty color used in high- cross-platform format. Using are approximately six end printing that requires the lossless protocol, LZW, (6) picas to an inch, with fewer than four colors, or used a TIFF can be compressed 12 points to a pica. to supplement the four-color to reduce its file size. process inks to add colors Sans serif that four-color process cannot Tints A style of typeface in which accurately produce. These Refers to reducing the there are no small lines at colors are usually assigned to strength of a color in varying the end of each character only certain “spots” on the percentages. In printing, this stroke. Common sans serif printed page, hence the name. is done by reducing the size typefaces include Arial, of halftone dots to allow more Helvetica and Verdana. of the paper to show, thus diluting the color intensity. DESIGN TERMINOLOGY LANSING COMMUNITY COLLEGE 61 BRAND STANDARDS
Tone Uncoated paper X-height, x-height line Tone is the lightness or Paper that does not have In typography, using the darkness of a design element. a gloss or smooth surface height of the lowercase letter Tone is crucial because it is and comes in a variety of “x” to determine the height responsible for creating the textures, weights and colors. of the main portions of the contrast between light and Stationery is usually printed lowercase type in a font. The dark that will draw maximum on uncoated paper as it x-height line is an invisible attention in a design. can accept handwritten and line that runs parallel to the inkjet inks, and laser printer baseline, just above the top Tracking toner, without smearing. of the lowercase letter “x." The x-height can impact the Tracking concerns the space Vector between letters. When readability of a paragraph of designers track bodies of An image made up of paths text. Type with tall ascenders text, we are adjusting space and curves (vectors), rather and long descenders will between every letter in a than a grid of pixels. Unlike have a shorter x-height, word in order to change raster images, these are which in some cases may the density or appearance able to be enlarged without make the text more difficult of a large block of type. losing image quality. Vector to read in small sizes. graphic file extensions include .ZIP Trim .EPS, .AI, .SVG and .DRW. This is a way of compressing This is where a printed piece White space will be cut down to its correct files into a smaller size, so size. It represents the final Also called "negative space," they can be transferred with dimensions of the project. white space refers to the more ease over the internet areas of a design not filled or by any other means. Typeface with content. White space Refers to the collection of is an important design similar fonts in a type family, element as it helps a design such as Helvetica. A font "breathe," helps avoid overly refers to a member of that complicated designs and family, such as Helvetica Bold. keeps designs looking clean. Typography The art and/or technique behind arranging type. Editorial Approach LANSING COMMUNITY COLLEGE BRAND STANDARDS
62 — 67 EDITORiAL APPROACH
+ Inclusive Language + Email Style + Web Writing + Public Audiences/External + Social Media
Editorial Approach LANSING COMMUNITY COLLEGE 63 BRAND STANDARDS
Inclusive language
When communicating Things to be particularly References to anything professionally, each employee aware of: regarding socio-economics, should ensure their copy, personal economy, message and meaning is Pronouns: correct wealth, poverty, etc. broadly inclusive of all races, usage and equality ethnicities, socio-economic of representation. Religion: why is LCC referencing religion in this statuses, sexualities, genders, Words specifically communication? Could gender self-identifications, referencing or connoting and more. Employees should any religious perspective, racial or ethnic identity: atheists, agnostics, etc. avoid colloquial words and what do these have to turns of phrase that might be offended by what do with/ how do they has been written? misrepresent their meaning. advance the copy in which Employees should not they have been included? Could the words, as repeat profane or otherwise Are they appropriately written, be construed provocative elements of used in every way? as offensive? popular culture in written work-related materials (i.e. Words specifically email) or in any other way referencing or connoting while representing LCC. sexual preference or gender identity. Employees should be conscious of audience, meaning and the context in which a message is read. This means considering even minor communications from a perspective of cultural awareness before they are published, posted or sent. Editorial Approach LANSING COMMUNITY COLLEGE 64 BRAND STANDARDS
Email Style
Emails should be written as Emails should be written in Should an employee choose though all of the content an appropriate font, Calibri to have a photograph within them could be liable and Times New Roman being associated with their campus to inclusion in a Freedom examples of these. Email font email, such photos must be of Information Act (FOIA) color should be black against of the employee in question request. Anything outsiders a white field. This improves and professional in nature. might deem offensive, readability for all parties and Pictures taken from an actionable, criminal, is especially important as employees’ social media discriminatory, inappropriate, LCC focuses on accessibility. page are likely inappropriate. etc. must be excluded from LCC email communications. Write professional emails with appropriate salutations, Employees must understand valedictions, signatures and consider the nature and content. Acceptable of their professional salutations might include relationships when composing “Dear,” “Hello,” “Hi” or any emails. Salutations, content, other commonly accepted valedictions, signatures and respectful iteration of and pictures that might be such. Valedictions might appropriate for office mates include “Thank you,” “Best might not be appropriate regards,” “Sincerely,” or for superiors. Internal simply “Thanks.” Signatures emails are not usually fit are to be brief and may for an external audience. include one’s name, job title, phone number and campus mailing address. Quotes (personal, inspirational) should be avoided when possible to avoid signaling positions that might not be consistent with LCC’s. Editorial Approach LANSING COMMUNITY COLLEGE 65 BRAND STANDARDS
Web Public Writing Audiences/ External Facing
Writing for web content Be conversational. Write When writing for our should be short and to the like you’re telling a story, public or external facing point. Less is more – state not issuing a press release. audiences, generally avoid your point and eliminate the pronoun “we.” It is wordiness. While details Use active rather than important to not represent add color, be mindful of passive voice to keep prose your views as the views of length. Long blocks of text lively and interesting. the entire college, division, are difficult to read online Think like the audience department or program. and sound pretentious. (students, parents, faculty, Think like the audience Functional text on the etc.) to whom you’re site, such as navigation or (potential students, speaking. Be mindful of community members, page descriptions, should each group’s different be brief. Use listed bullets media, etc.) to whom you’re needs and demonstrate speaking. When writing when possible and do empathy. When writing not use parenthetical. to external audiences, be to internal audiences, mindful they may not know All LCC communication treat them as members anything about the college. products should portray of the LCC community. Avoid using LCC jargon excellence and openness, Tap into your shared and internal references as there is a warmth knowledge of the college. with external audiences. and friendliness that accompanies the college’s Spell out all acronyms accomplishments and and explain proprietary mission. Don’t let pride come items such as the CTE or across as arrogance. When TLC. Be clear, informative pointing out a measure of and reassuring when success, keep it honest and necessary. Be explanatory do not overuse superlatives but not condescending. Editorial Approach LANSING COMMUNITY COLLEGE 66 BRAND STANDARDS
Who We Are Our Social Media Tone Social LCC’s mission statement Our social media tone language has a professional is simple, authentic and Media or “academic” tone. fun, but it is always more Though our mission drives important to be clear than our brand and voice, it entertaining. When you should not influence our are writing, consider the tone on social media. reader’s state of mind. Are they frantically trying to find Our Social Media Voice an answer to an enrollment Be human. Be authentic. question? Are they confused Be familiar, friendly, and and seeking our help? Are straightforward. Our priority they curious about a post? Our social media platforms is sharing our #starpower Once you have an idea of open our LCC community (what makes LCC great), their emotional state, you can to the world. These are which elevates our brand adjust your tone accordingly. platforms to engage in two- and the public’s perception, way conversation, share Feel free to be funny when and helping our students exciting news and events, and it is appropriate and when it and/or followers stay in the elevate our brand. comes naturally to you. But know about our events and don’t go out of your way to Voice and Tone achievements as well as the make a joke; forced humor achievements of our peers can be worse than none at all. What is the difference and community partners, between voice and tone? and other news. We want Think of it this way: You have to educate people without the same voice all the time, patronizing or confusing but your tone changes. You them, and share our story might use one tone when without “selling” to them. you're out to dinner with Engage with them. your closest friends, and a different tone when you're in Our voice is... a meeting with your boss. Fun, not silly Tone and style vary from Confident, not cocky social media platform, however all messages Smart, not stodgy delivered through LCC’s social media platforms Informal, not sloppy should speak in the same Helpful, not overbearing voice: who we are as a college and community. Expert, not bossy Editorial Approach LANSING COMMUNITY COLLEGE 67 BRAND STANDARDS
Writing: Grammar Writing for Social Media Our Offical Media Platforms and Mechanics We use social media to build Adhering to certain rules relationships with our users of grammar and mechanics and share all the cool stuff we keeps our writing clear do. However, it also creates Facebook and consistent. Here are opportunities to say the Twitter a few key elements of wrong thing, put off followers Instagram writing LCC’s voice. For and damage our brand. Snapchat more, see the Style Guide Therefore, we are careful in the following chapter. and deliberate in what we post to our social channels. Use active voice. Avoid passive voice. Guidelines Avoid slang and jargon. Write short, but smart. Write in plain English. To write short, simplify your Write positively. Use ideas or reduce the amount positive language rather of information you are than negative language. sharing—but not by altering the spelling or punctuation Writing: Basics of the words themselves. It is Write for all readers. fine to use the shorter version Some people will read of some words, like “info” for every word you write. “information.” But do not use Others will just skim. numbers and letters in place of words, like “4” instead of Be consistent. Stick to “for” or “u” instead of “you.” the copy patterns and style points outlined Some social media platforms in this guide. have a character limit; others do not. But for the most part, Focus your message. keep social media copy short. Create a hierarchy of information. Lead with the main point or the most important content, in sentences, paragraphs, sections and pages. Be concise. Use short words and sentences. Avoid unnecessary modifiers. Be specific. Avoid vague language. Cut the fluff. Style Guide LANSING COMMUNITY COLLEGE BRAND STANDARDS
68 — 75 Style Guide
Like visual standards, maintaining consistent language choices, tone and voice ensures the college feels like a cohesive whole to the student and helps them navigate our information. LCC follows AP Style for its student, employee and community communications. Some LCC-specific additions, exceptions and points of emphasis follow. Style Guide LANSING COMMUNITY COLLEGE 69 BRAND STANDARDS
Abbreviations possessive, but bachelor’s Abbreviate compass degree and master’s directions used in Should only be used when degree are. Marty McFly street names, unless obvious to a student and has an associate degree in the number is omitted: needed, not simply as a biology and a bachelor’s 610 N. Capitol Ave. but convenient shorthand. Most degree in English. North Capitol Avenue of our internal, employee abbreviations are unnecessary Academic years Administration Building in a student communication. Should be referred to as No one document should Start fall of one year and end the summer of the next. Administration Building on use more than a handful all references. It was built in of abbreviations, to This is in contrast to budget or fiscal years, which run 2005, and its address is 610 avoid “alphabet soup” N. Capitol Ave., Lansing. that confuses the reader. July 1 of one year through Additionally, there is no need June 30 of the next. Format See Boardroom for fall 2019-spring 2020 to include abbreviations that as , or more information. 2019-2020 academic year. do not appear again later Ampersands in the communication. Addresses Should not generally be used Per AP Style, abbreviations Should be formatted should be spelled out on as a substitute or shorthand according to AP Style. for and. LCC does use some first reference and then General guidelines include: introduced by offsetting stylized ampersands. For commas, not parenthesis – Use the abbreviations example, the abbreviation Lansing Community College, Ave., Blvd. and St. only for the Arts and Sciences or LCC, is a delightful with numbered addresses: Building is A&S Building. place to work. Not Lansing 610 N. Capitol Ave. And/or Community College (LCC) is a delightful place to work. Spell them out and No space in between. capitalize when part of The phrase should be Academic and Office Facility a formal street name avoided where possible. without a number: AOF Abbreviation should be North Capitol Avenue Arts and Sciences Building used internally, and can be used externally on second Lowercase and spell Abbreviation A&S Building reference. It was built in 1924 out when used alone can be used internally, and and purchased by the college or with more than one can be used externally on in 1976. The address is 315 street name: Capitol and second reference. Initially N. Grand Ave., Lansing. Grand River avenues built in 1968, the building was renovated in 2012- Academic degrees Other names for streets 13. Its address is 419 N. road square drive – , , , etc. Washington Square. The names of academic always are spelled out. degrees and majors should not be capitalized, unless the major is a proper noun. Associate degree is not Style Guide LANSING COMMUNITY COLLEGE 70 BRAND STANDARDS
Aviation Maintenance Do include a comma in a When a month is used Technology Center series in which one or more with a specific date, elements of the series include abbreviate only Jan., Feb., Abbreviation Aviation Center an and or or of their own: Aug., Sept., Oct., Nov. can be used internally, Gwendolyn was interested and Dec. Spell out when or externally on second LCC’s programs in Dental using the month name reference. Should not be Hygiene, Education, or alone, or with the year. referred to as Mason Center. Engineering and Physics. Located at the Mason Jewett If a phrase lists only a Airport, the center’s address If one or more elements in month and year, do not is 661 Aviation Dr., Mason. your series include a comma separate the year with of their own, the series commas. January 2017, Boardroom needs to be divided by not January, 2017. semicolons: Gwendolyn was Never Board Room. Can If a phrase lists month, be referred to as either interested in LCC’s programs in Digital Media, Audio day and year, set off the Administration Building Jan. 1, and Cinema; Education; or year with a comma. Boardroom, or Boardroom in 2017, is going to be cold. the Administration Building, Engineering and Physics. Years are the lone but should not appear Course titles without reference to the exception to the rule that Administration Building. Official course titles should a numeral should not be capitalized and are start a sentence. Twenty- Campus punctuated with colons two cows went to the supermarket, but 1922 is Technically, LCC only between the course number and course title, if both are when cows began going has one campus in our to the supermarket. downtown location. However, used. ACCG 160: Payroll stylistically, we refer to Systems and Taxes and ARTS 201: Painting II. If indicating a span of time, West Campus as a campus. do not put an apostrophe All other LCC locations Dart Auditorium before the s: the 1990s are extension centers. Should be referred to as Department and Campuswide Dart Auditorium on all program names references. It was built in One word. Official department and 1980, and it can seat 480 program names should Cancel, canceled, people. The address is 500 be capitalized. Unofficial, canceling, cancellation N. Capitol Ave., Lansing. shortened, informal or Commas Dates generic names should not be capitalized. Per AP Style, LCC does NOT Should be formatted use the Oxford comma in according to AP Style. Downtown Campus simple series constructed General guidelines include: Should be capitalized with and or or: Gwendolyn was interested in studying Always use Arabic figures, on all references. Never Main Campus. math, science or theatre. without st, nd, rd or th. Style Guide LANSING COMMUNITY COLLEGE 71 BRAND STANDARDS
The Early College Extension Centers Financial aid terms Located in the Mackinac Include LCC East, Livingston + Adjustments to your Building, The Early College County Center and Aviation awards (not changes provides students with the Maintenance Technology to your account) opportunity to earn up to Center. West Campus is Avoid references to specific 60 college credits as they not an extension center. + award years when possible complete their high school See individual entries requirements. Tuition, for more information. + Award year (not textbooks and bus passes academic year) are free for students. Financial Aid + Cost of Attendance Early Learning Children’s Refer to the “Financial Aid Community Office.” Correct url is + Enrollment level (not lcc.edu/fa, which is enrollment status) Abbreviation ELCC or Early a vanity leading to LCC can be used both www.lcc.edu/finaid). Hours + Overawarded internally and externally are 8 a.m.-6 p.m. Mondays Re-awarded on second reference. and Tuesdays, 8 a.m.-5 p.m. + Wednesdays and Thursdays, + Resubmit LCC acquired the building in and 8 a.m.-4 p.m. Fridays. 1967, but Early LCC did not + Student Requirements open until 2010. The address Boilerplate language: If you is 601 N. Washington Square, need assistance, please + Work-Study Lansing. It currently is run by visit the StarZone, located Standard points of view and shares management with on the second floor of used in Financial Aid Lansing childcare center EC3. the Gannon Building, or Office messages It was previously managed contact the Financial Aid by Gretchen’s House. Office at 517-483-1200, + Tracking messages: first or option 1. OR… If you have second person (I or you) Email any questions, please visit + Award messages: Should only be capitalized the StarZone, located on the second floor of the third person (student) at the beginning of a with the exception sentence. Never e-mail. Gannon Building, or contact the Financial Aid Office at of LCC Temporary Employees 517-483-1200, option 1. Funding Message. Includes all employees at Capitalize Financial Aid + Info Messages: first or LCC, both faculty and staff. when referring to the second person (I or you) This term is preferable to office, but lowercase in + Award Letter: first or “faculty and staff” as it general references. second person (I or you) is inclusive and promotes unity between groups. + Self Service: first or It also includes student second person (I or you) employees, although they are frequently identified separately for clarity. Style Guide LANSING COMMUNITY COLLEGE 72 BRAND STANDARDS
Form names Greater Lansing H.O.P.E. Scholars Formal names of forms Capitalized when used Properly formatted should be capitalized (Loss to denote the entire with the periods. of Income Appeal). If a form metropolitan area. name is shortened or used Huron Building Headline style vs. body style colloquially, it should not Should not be abbreviated. be capitalized. Form names Some AP Style rules Built in 1976 and later should be consistent between vary based on whether purchased by the college. the website, Dynamic Forms, your copy appears in a The address is 333 N. Campus Logic and RTVTREQ. headline or in the body. Washington Square, Lansing. Gannon Building For example, quotations are single in headlines Hyperlinks Should never be abbreviated but doubled in copy. In email or other electronic to Gannon, but abbreviation At LCC, headline style can form, use descriptive text GB can be used internally. For more be used for headlines, digital to form links. The address is 422 N. information, visit our website signs and postcards. Body , Washington Square, Lansing. For more information, style should be used for body not, go to lcc.edu Gannon Commons copy, emails, brochures and . This is an other lengthy materials. accessibility best practice. Abbreviation Commons can be used internally, but should Health and Human In printed text, hyperlinks not be used externally. Services Building need to be spelled out so For additional clarity, can students can accurately type be lengthened to Gannon For internal audiences, can them into a browser. You can Building Commons. be abbreviated to HHS request a vanity hyperlink or HHS Building on first through the 5Star Service Gannon Conference Center reference. For external Center. These have the audiences, should be spelled advantage of shortening a The conference center on out on first reference, and cumbersome link and making the first floor of the Gannon HHS Building can be used it memorable and intuitive. Building. It includes two in subsequent references. rooms – the Michigan Never use an ampersand In general, provide links Room, which seats 150, in the name. Opened in whenever possible. They and the Grand River 1995, the address is 515 N. help the audience easily Room, which seats 50. Washington Square, Lansing. complete an action or find more information than can Gannon Highway Herrmann House reasonably be provided in a single communication. The hallway on the second Built in 1893 and purchased floor of the Gannon Building by LCC in 1967. The address is between the StarZone and 520 N. Capitol Ave., Lansing. the Commons. For additional clarity, can be lengthened to Gannon Building Highway in external communications. Style Guide LANSING COMMUNITY COLLEGE 73 BRAND STANDARDS
Institutional organization + Information Technology Lansing Community College Services Division At LCC, the elected Board + Office of Risk Management For internal audiences, should of Trustees sits at the & Legal Analysis be LCC on all references. For top of the organization + Student Affairs Division external audiences, should be chart. Underneath is the + Public Relations spelled out on first reference President’s Office. Department unless accompanied by the LCC logo. If referenced Beneath the President’s The following divisions as the college, college Office, two primary offices and departments are should not be capitalized. house most divisions housed within the Office and departments: of the Provost: LCC East + Office of Finance, + Academic Affairs Houses most of the Youth Administration and + Arts & Sciences Division Programs as well as other Advancement (FAA) + Center for Data Science classes. The address is 2827 + Office of the Provost + Community Education Eyde Parkway, East Lansing. + (The Chief Diversity and Workforce Library Officer also reports to the Development Division President, but divisions – Adult Enrichment Should be capitalized on all and departments do – Continuing Education references. Located on the not report through the – Extension Centers second, third and fourth Diversity Officer.) (including the Center floors of the Technology Although some departments for Workforce Transition and Learning Center. at the Capital Area (like Marketing) reside Livingston County Center directly in the FAA Office Michigan Works!) or the Provost’s Office, – Business and Formally Livingston most departments reside in Community Institute County Center at Parker divisions, an intermediate – Small Business Campus. Located at 402 organization level. Development Center Wright Road, Howell. – Youth Programs Should not be referred The following divisions + Health and Human to as Howell Campus. and departments are Services Division housed within the Office + Technical Careers Division Log in of Finance, Administration Log in is a verb, and Advancement: All formal office, division and department and program login is a noun. + Administrative names should be capitalized. Services Division Mackinaw Building Internet + Communications and Not Mackinac Building. Built Marketing Department Should only be capitalized at in 1962 and purchased by + External Affairs and the beginning of a sentence. LCC in 1967. The address is Development 430 N. Capitol Ave., Lansing. + Financial Services Division + Human Resources Department Style Guide LANSING COMMUNITY COLLEGE 74 BRAND STANDARDS
Mall Phone numbers Room 2214. Alternatively, if the word “room” is Outdoor space between Should be formatted as 517- excluded, the number can run Gannon Building, A&S 483-1842, not with periods or without a comma: Gannon Building and Dart parenthesis. Phone options Building 2214. The comma Auditorium, where the should be formatted as 517- can be excluded for digital seal is located. Preceded 483-1200, option 2. Extension signs: GB Room 2214. by un-capitalized the. numbers preceded by an “x” should not be used, Self-Service MAP even for internal audiences. With hyphen. Part of Banner. My Academic Pathway. Spell (Employees often work away out on first reference. from their desk phones, and Semester names should not need to remember Months the full phone number.) Should not be capitalized. I am enrolled for fall 2019. I am See dates. Pronouns enrolled for the fall semester. myLCC Use an individual’s preferred Social Media name and pronouns. Per AP Lowercase my, Style, “If that preference Controlled by the Public uppercase LCC. is not expressed, use the Relations Director. On-campus and off-campus pronoun consistent with the way the individuals Staff Use the hyphen when on- live publicly.” If their Non-faculty employees campus or off-campus are preferred gender or public of LCC. In general, when It is an on- adjectives. – presentation is unknown, describing LCC employees, campus event . No hyphen it is OK to use they and they should be referred The event otherwise. – their in the singular. Avoid to uniformly as employees will occur on campus. assuming gender based on rather than as “faculty and someone’s given name. Online staff” so as to promote unity and inclusion. Rogers-Carrier House Never on-line. Exceptions can be made Built in 1891 and purchased when needed for clarity. Ordinal numbers by the college in 1967. Fun Spelled out in longer copy, fact: LCC initially used it as but can use digits for digital a bookstore. The address is signs. Frequently used for 528 N. Capitol Ave., Lansing. floors of building – third floor of the Library in Room numbers copy, but 3rd floor of the If the word “room” appears Library on digital signs. before the number, it should be preceded by name of building, separated with a comma: Gannon Building, Style Guide LANSING COMMUNITY COLLEGE 75 BRAND STANDARDS
StarZone the building is named for University Center LCC’s second president. Never Gannon Building It houses the Library and The University Center StarZone, but can be referred a large computer lab. partners with Ferris State to as StarZone in the Gannon University, Northwood Building for clarity. It includes: Times University, Siena Heights University and + Advising Should be formatted University of Michigan- + Admissions according to AP Style. Flint. Located at 210 W. + Adult Resource Center General guidelines include: Shiawassee St., Lansing. + Campus Life a.m. and p.m. should + Campus Tours Washington Court Place be written lowercase, + Career and Employment Services with periods between. Can be abbreviated to WCP internally, and externally on + Centre for Engaged Time ranges should have a second reference. Located Inclusion 10- dash between, as in at 309 N. Washington + Center for Student Access 11 a.m. 1-3 p.m or . If the Square, Lansing. + Counseling event does not span across + Financial Aid noon or midnight, a.m. or We and us + Global Student Services p.m. need not be repeated. + Orientation Internally, use we and us + Payments Use figures except for to refer to the collective + Placement Testing noon and midnight college community. + Registration Externally, be careful not to Titles + Success Coaches speak for the entire college If following a person’s by use of we and us. The West Campus Student name, should always be Services area includes many Website lowercased. If preceding a of the same services, but person’s name, should be Always one word, and should not be referred capitalized. President Steve only capitalized if it to as a “StarZone.” Robinson, or Steve Robinson, begins a sentence. Technology and president of LCC. General, West Campus Learning Center abbreviated or colloquial titles are not capitalized. West Campus was built in Formally the Abel B. Sykes, Individuals who hold a PhD 2004. It houses the Technical Jr., Technology and Learning can carry the courtesy title Careers Division and the Center. Abbreviation TLC Dr. before their names. Business and Community should be used internally. Institute. Should not be Externally, it should be abbreviated WC internally, referred to as the Technology externally or on digital and Learning Center on signs. Located at 5708 first reference and can be Cornerstone Dr., Lansing. referred to as TLC on second reference. Built in 1998, LCC Policy Guideline LANSING COMMUNITY COLLEGE BRAND STANDARDS
76 — 79 LCC Policy Guideline
+ Nondiscrimination Language – Font Size Requirements – Full Statement – Abbreviated Statement – Alternative Abbreviated Statement LCC Policy Guideline LANSING COMMUNITY COLLEGE 77 BRAND STANDARDS
LCC POLICY GUIDELine
Lansing Community This LCC Guidelines Font Size Requirements College is required to document includes disseminate complete information about: The Nondiscrimination and continuous notices of Statement should be posted nondiscrimination in printed Font size requirements conspicuously within the document at no less than and electronic materials The Full Nondiscrimination which are distributed 12-point font in printed Statement and which and electronic materials. to students, parents/ items should included it guardians, employees, and the general public1. The Abbreviated nondiscrimination statement Nondiscrimination is required to be placed, Statements and which verbatim, in all printed items can be used in and electronic materials. communication? Any questions about the nondiscrimination notification should be directed to Bentrelle Carroll, Director of Compliance, 517-483-1144 or [email protected].
1 Requiring agencies include: Title VI of the Civil Rights Act of 1964, Title IX of the Education Amendments Act of 1972, Section 504 of the 1973 Rehabilitation Act, and Title II of the Civil Rights Act of 1964. LCC Policy Guideline LANSING COMMUNITY COLLEGE 78 BRAND STANDARDS
Full Statement Lansing Community College is committed to providing equal employment opportunities and equal education for all persons regardless of race, color, sex, age, religion, national origin, creed, ancestry, height, weight, sexual orientation, gender identity, gender expression, disability, familial status, marital status, military status, veteran’s status, or other status as protected by law, or The full nondiscrimination genetic information that is unrelated to the person’s statement applies to, ability to perform the duties of a particular job or but not limited to: position or that is unrelated to the person’s ability to participate in educational programs, courses, All Handbooks services or activities offered by the college. Catalog The following individuals have been designated to Syllabi handle inquiries regarding the nondiscrimination Student application policies: Equal Opportunity Officer, Washington Court Place, 309 N. Washington Square Lansing, Job application MI 48933, 517-483-1730; Employee Coordinator Brochures 504/ADA, Administration Building, 610 N. Capitol Posters advertising Ave. Lansing, MI 48933, 517-483-1875; Student various LCC programs Coordinator 504/ADA, Gannon Building, 411 N. Grand Ave. Lansing, MI 48933, 517-483-1885; Lori Willett, Student recruitment Human Resource Manager/Title IX Coordinator, materials Administration Building, 610 N. Capitol Ave. Lansing, Employee recruitment MI 48933, 517-483-1870; Christine Thompson, materials Student Title IX Coordinator, Gannon Building, 411 Newspapers/magazines N. Grand Ave. Lansing, MI 48933, 517-483-1261. Newsletters/memoranda Bulletins/postings Flyers Press releases Website LCC Policy Guideline LANSING COMMUNITY COLLEGE 79 BRAND STANDARDS
ABBRIEVIATED Statement Lansing Community College is an equal opportunity educational institution/employer. Lansing Community College programs and activities are open for all persons regardless of race, color, sex, age, religion, national origin, creed, ancestry, height, weight, sexual orientation, gender identity, gender expression, disability, familial status, marital status, military status, veteran’s status, or other status The following language is as protected by law, or genetic information. approved for occasional circumstances when space does not allow for the inclusion of the full statement.
ALTERNATIVE ABBRIEVIATED Lansing Community College is an equal Statement opportunity educational institution/employer.
The following language is approved for occasional circumstances when cost is a substantive obstacle. Also Applies: When space is a premium For Classified ads Space is severely limited