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DRAFT V1 – March 27, 2015 DRAFT V1 – March 27, What Is the What Selkirk Brand? Selkirk Within Reach

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What is the Selkirk Brand? DRAFT v1 – March 27, 2015 WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT Within Reach. Beyond Imagination. selkirk.ca Selkirk’s brand promise incorporates more than just offering programs and courses. It also includes the feelings that students and others get when they interact with or attend Selkirk. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 2 Selkirk’s brand is defined by their stakeholder’s perceptions*. All Selkirk employees play a role in communicating the integrity of the Selkirk brand. Each Selkirk employee is a brand ambassador. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 3 Expectations of Selkirk’s brand are developed by stakeholders based on the brand promise. If expectations are not met in every interaction*, confusion may lead to searching for another brand that does meet expectations in every interaction. * The college is currently working on a Service Excellence Initiative. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 4 Think of the Selkirk College brand as a person. From appearance to personality and everything in between, Selkirk’s brand persona is one that students and influencers will evaluate and judge before they interact/attend. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT Selkirk’s brand is communicated through the intangible elements described and explored previously as well as tangible elements such as our brand logo, messaging, website, social media, printed material, and so on. STUDENT & ENROLMENT SERVICES Realize your greatest assets. WINTER BA (Communications Studies) Maggie Keczan 2015 JAN-JUL Marketing Manager &SPRING Upskill your employees. LIFELONG LEARNING FOR HEALTHY COMMUNITIES T 250.505.1398 Tenth Street Campus C 250.551.4501 820 Tenth Street TF 866.301.6601 Nelson BC CANADA V1L3C7 E [email protected] selkirk.ca COMMUNITY EDUCATION & WORKPLACE TRAINING selkirk.ca/ce Within Reach. Beyond Imagination. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 6 All of these elements must work together to consistently communicate Selkirk’s brand promise, shape brand perceptions, Web meet brand Social Media expectations, and Graphics/ Visual define Selkirk’s Communiactions brand persona. Event Marketing Student Communications WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT Public Relations INTEGRATED RECRUITMENT MARKETING & COMMUNICATIONS DIAGRAM 7 logo use formats & size standards The Selkirk College core logo consists of a shield and a wordmark, which should always appear together in one of the combinations outlined below. This is the college’s only logo and is intended as a visual identifier only, not as a major design element. The logo is available in two formats—horizontal and vertical. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT Standard horizontal is the most versatile and legible format and is preferred for Standard vertical is generally restricted to use on college stationery and reports the majority of uses especially where vertical space is limited and where legibility/ however, on occasion, it can be used in situations where horizontal space is limited name prominence is needed. and where an insignia or badge is required. 8 logo use colour The logo may be reproduced in full colour, black and white, Cool Grey 11C or reversed out of a solid colour. If reproducing on a colour background, the reverse version is preferred for contrast. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT T OF ALL INQU T OF ALL INQU OF ALL INQ BES IRE BES IRE BEST UIRE 9 logo use size & spacing standards Minimum Size Shield element must never be reproduced at less than 0.375” in height. For readibility it is best to use the horizontal logo at smaller sizes. .375" Minimum Clear Space In any format, a rectangular clear space must be left around the logo, where the minimum distance from any logo element is equal to 1.5 x the Cap-height of the Wordmark. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 10 logo use improper use Under NO circumstances should ... - the logo be condensed or expanded (usually holding the Shift key whilst resizing will avoid this) - the wordmark be substituted with another typeface. - the logo be used at too low a resolution. - previous versions of the college logo be used such as the tab. - special effects be applied to the logo such as drop shadow. - the colour of the logo be changed. - the logo be reproduced on a background that does not provide adequate contrast - the logo be reproduced on a background that results in a clash of colours. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 11 logo use – tagline Within Reach. Beyond Imagination. Cap height of tagline aligns with x-height of wordmark WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT The Selkirk College tagline, “Within Reach. Beyond Imagination.” has two treatments as demonstrated above. It can be placed in Milo Regular Italics to the The tagline also exists as a bold wordmark, this is predominantly applied to left or right of the logo, depending on where the logo is placed on the collateral. recruitment collateral and used in recruitment oriented events such as Experience The tagline colour should be the same colour as the Selkirk College wordmark, Selkirk day. It is typeset in Milo Extrabold Uppercase. It is featured as an emboss on most of time this will be PMS Cool Grey 11 and on occasion PMS 417. the Viewbook, Academic Calendar and college presentation folders. 12 typography Milo Myriad Pro Milo Web Pro Calibri (web body text only) Milo Regular Myriad Pro Regular Milo Regular Calibri Roman Milo Regular Myriad Pro Italic Milo Regular Calibri Italic Calibri Bold Milo Medium Myriad Pro Semibold Milo Bold Calibri Bold Italic Milo Medium Italic Myriad Pro Semibold Italic Milo Bold Italic Milo Extra Bold Myriad Pro Bold Milo Extra Bold Italic Myriad Pro Bold Italic WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT Typography plays an important role in helping to create a distinct identity. In substitute of Milo, Freight Sans Pro (https://typekit.com/fonts/freight-sans-pro) is Not only is the typeface (font) of importance, but also how the type is set in always used in display type, headlines, taglines and pull quotes on Selkirk College’s the leading, kerning, the case and the style. Selkirk College has two distinct website and online applications. CamingoDos Web (https://typekit.com/fonts/ typefaces: Milo and Myriad Pro. camingodos-web) is used for italicised oversized introductory paragraphs. In substitute of Myriad Pro, Calibri is used for all web body copy and small text elements online. Milo is always used in display type, headlines, taglines, oversized introductory paragraphs and pull quotes. Headlines are mixed case. Myriad Having consistency in typography is very important. It ensures that our visual Pro is used for body text and small print elements. For body text a good communication materials are always clear and concise and never cluttered. Good measure would be 9.5pt/13pt. typography that is on brand helps to convey a professional image. 13 correspondence corporate stationary The logo and typography is applied to all corporate stationary. Shown here are business card, envelope, and letterhead. Letterhead word templates are also available. 301 Frank Beinder Way, Castlegar, BC Canada V1N 4L3 WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 14 correspondence email signature An initiative to streamline email signatures will be rolled out Font: Calibri in 2015. This will support the college to appear unified in it’s Colour Values: communications and ensure that public receives a consistant HEX #666555 perception of the college via email. RGB: R-102 G-101 B-85 In the least the signature will feature the selkirk logo. The logo can be accompanied with social media icons or an image link to an online brochure as per the examples below. WHAT IS THE SELKIRK BRAND? SELKIRK THE IS WHAT 15 selkirk.ca 301 Frank Beinder Way, Castlegar, BC, Canada V1N 4L3 [email protected] 1.888.953.1133 [email protected] 4L3 V1N Canada BC, Castlegar, Way, Beinder Frank 301 corporate stationary (specialised) Shown here is the logo and typography applied to greeting cards and a presentation folder. The college colour, deep red (PMS 202), is used liberally. For special events other fonts that support the event theme can be explored but the integrity of the college logo and tagline must remain intact. selkirk.ca CASTLEGAR 1.888.953.1133 [email protected] 4L3 V1N Canada BC, Castlegar, Way, Beinder Frank 301 301 Frank Beinder Way Castlegar, BC V1N 4L3 communities. our serves and phone 250.365.7292 training, and education through toll free 1.888.953.1133 lifelong learning, transforms lives lives transforms learning, lifelong NELSON inspires College Selkirk TENTH STREET CAMPUS Selkirk College inspires 820 Tenth Street Nelson, BC V1L 3C7 lifelong learning, transforms lives phone 250.352.6601 toll free 1.866.301.6601 through education and training, VICTORIA STREET CAMPUS and serves our communities. 606 Victoria Street Nelson, BC V1L 4K9 phone 250.352.2821 toll free 1.877.552.2821 Within Reach. Beyond Imagination. SILVER KING CAMPUS 2001 Silver King Road Nelson, BC V1L 1C8 phone 250.352.6601 toll free 1.866.301.6601 TRAIL CAMPUS 900 Helena Street Trail, BC V1R 4S6 phone 250.368.5236 GRAND FORKS 486 72nd Avenue PO Box 968 BEST WISHES FOR A Grand Forks, BC V0H 1H0 BRAND? SELKIRK THE IS WHAT phone 250.442.2704 KASLO 421 Front Street PO Box 1149 Kaslo, BC V0G 1M0 phone 250.442.2704 NAKUSP HOLIDAY SEASON 311 Broadway Street PO Box 720 Nakusp, BC V0G 1R0 phone 250.265.4077 selkirk.ca 16 selkirk.ca Selkirk.ca is the most important recruitment tool for the college and the primary digital interface between the college and all stakeholders.
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