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California Baptist University

Brand Style Guide

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

A brand is the personality a consumer creates for the organizations or products he or she interacts with. Consumers attribute characteristics to organizations to help themselves understand and then engage or avoid them. Brands can be hopeful, helpful, funny, tired, aloof or cold. Consumers create and revise brand personalities every time they come into contact with the organization. These interactions leave impressions on the consumer’s memory. Visualize the impression a branding iron leaves on the backside of a cow and you begin to appreciate the value of each of your interactions with students, parents, alumni, donors and friends.

The CBU Brand

Consistency is essential to building and maintaining a strong brand for two reasons. First, consumers compare each new interaction to memories of previous interactions. When each successive interaction reinforces previous interactions, brand strength is increased. When interactions conflict with each other, the consumer is left thinking the brand is confused and weak. Second, competition for the consumer’s mind is fierce with organizations competing for milliseconds of their attention through a steady barrage of commercial messages. Consistency in CBU’s message and presentation improves the viewer’s (or listener’s) comprehension and increases the likelihood he or she will understand our message in the brief moment we have to communicate it to them.

This guide has been developed to help every member of the CBU workforce (1) understand that he or she IS the CBU brand, and (2) properly and consistently represent the brand in all visual and verbal communications. These guidelines are not intended to discourage fresh and creative new expressions of the CBU brand but to provide a framework that ensures consistency and continuity across the organization and into the future.

  • CBU Brand
  • Lancer Athletics Brand

  • L O G O S
  • L O G O S

Bell Tower Bell Tower + Institution Bell Tower + Live Your Purpose® College / School College / School + Institution College / School (No Belltower) College / School + Institution (No Belltower) Named College / School Named College / School + Institution Named College / School (No Belltower) Named College / School + Institution (No Belltower) Division / Department / Office CBU Online
410 12 14 16

  • Lancers Shield
  • 48

52 53 54 55 56 58 64 65
CBU Lancers Shield Lancers Shield + Sport Shield + CBU Lettermark Shield Lancers Lettermark CBU Lettermark CBU Lettermark + Sport Crazies
18 19 20 22 24 25 26 28 29 30 32 33

T Y P E F A C E S

Proxima Nova Serpentine
66 67
CBU Online + Institution Live Your Purpose® University Seal

C O L O R S

  • Approved Color Options
  • 68

University Student Outcomes

A P P A R E L

T-Shirts Coaches / Staff Gear
69 69

T Y P E F A C E S

Proxima Nova Sabon
34 38

U S A G E

  • Small-Scale Logos
  • 69

70 73

C O L O R S

  • Approved Color Options
  • 40

41

S C H O O L F I G H T S O N G

Lance Up, CBU!

A P P A R E L

T-Shirts

C O N T A C T S

Questions?

  • P L A C E M E N T
  • /
  • U S A G E

Design / Artwork Small-Scale Logos
42 43

A L M A M A T E R

  • CBU We’ll Love You
  • 44

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Bell Tower

Logo

The blue and gold CBU bell tower is the primary logo for the CBU brand. The bell tower emulates the one on the James Building, which was the center of CBU’s growing campus for many years. The inclusion of the cross on top signifies our deep Christian faith.

Horizontal

This is the preferred orientation on all applications.

4

L O G O S

Bell Tower

Alternate Color Combinations

These are the three alternate color combinations available for use within any print or digital application.

5

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Bell Tower

Stacked

A vertical orientation may be used if spatial constraints require it.

6

L O G O S

Bell Tower

Alternate Color Combinations

These are the three alternate color combinations available for use within any print or digital application.

7

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Bell Tower

Safe Zone

Always allow enough padding (referenced in light blue) around the logo to avoid unwanted visual tension. This general rule should be applied to any logo or mark. Use the example shown for reference.

Scale

When possible, make sure the CBU bell tower logo is at least 0.5 inches in height. This keeps legibility of the logo intact.

0.5”

8

L O G O S

Bell Tower

Orientation

Precise spacing and sizing of the bell tower and letters create an optimal balance for every application. For that reason, the elements comprising this logo should never be scaled, skewed or shifted. Examples of what not to do are shown to the right. These orientation guidelines hold true for all other approved logos within the CBU brand.

Approved Not Approved

9

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Bell Tower + Institution

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

10

L O G O S

Bell Tower + Institution

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

11

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Bell Tower + Live Your Purpose®

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

12

L O G O S

Bell Tower + Live Your Purpose®

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

13

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

College / School

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

14

L O G O S

College / School

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

15

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

College / School + Institution

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

16

L O G O S

College / School + Institution

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

17

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

College / School (No Belltower)

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

College / School (No Belltower)

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

18

L O G O S

College / School + Institution

(No Belltower) Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

College / School + Institution

(No Belltower) Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

19

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Named College / School

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text References

In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business).

20

L O G O S

Named College / School

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text References

In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business).

21

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Named College / School + Institution

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text References

In text, use a school or college’s complete name on first reference (e.g., Gordon and Jill Bourns College of Engineering). On any subsequent references, a shortened version may be used (e.g., Bourns College of Engineering or College of Engineering).

22

L O G O S

Named College / School + Institution

Stacked

A vertical orientation should be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text References

In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business).

23

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Named College / School

(No Belltower) Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

Named College / School

(No Belltower) Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

24

L O G O S

Named College / School

+ Institution (No Belltower)

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

Named College / School

+ Institution (No Belltower)

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the two approved color combinations available for use within any print or digital application.

25

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Division / Department / Office

Horizontal

This is the preferred orientation on all applications.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text Usage

The term “Office of the President” refers to the administrative position held by the University’s chief executive. The term “President’s office” describes the workspace assigned for use by the President and related staff. The difference between these two terms is significant and care should be taken always to use the correct term. To determine correct usage remember:
• Meetings are sometimes held in the President’s office;
• Responsibility for executive leadership of the University resides in the Office of the President.

26

L O G O S

Division / Department / Office

Stacked

A vertical orientation may be used if spatial constraints require it.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

In-Text Usage

The term “Office of the President” refers to the administrative position held by the University’s chief executive. The term “President’s office” describes the workspace assigned for use by the President and related staff. The difference between these two terms is significant and care should be taken always to use the correct term. To determine correct usage remember:
• Meetings are sometimes held in the President’s office;
• Responsibility for executive leadership of the University resides in the Office of the President.

27

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

CBU Online

Logo

The blue and gold CBU Online mark is the official logo for CBU Online and Professional Studies.

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

28

L O G O S

CBU Online + Institution

Color Combinations

These are the four approved color combinations available for use within any print or digital application.

29

  • C A L I F O R N I A B A P T I S T U N I V E R S I T Y
  • B R A N D S T Y L E G U I D E

Live Your Purpose®

Modern

This is an alternate wordmark option that can be used within any marketing material.

Color Options

These are the three approved color options available for use within any print or digital application.

30

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  • Jan Tschichold

    Jan Tschichold

    Jan Tschichold jasmine li written assignment Jan Tschichold is a graphic designer born in Leipzig, Germany in designer 1902. He was the son of a signwriter and therefore started out having a background in calligraphy at a young age, with the 1914’s World Fair for Books & Graphics cementing his interest in the field. At this time, he was still more interested in serif fonts and black letters such as the Maximilian Grotesk which were still popu- lar in Germany. It was only in 1923, where the Bauhaus Exhibi- tion introduced him to the Modernist movement and he fell “in a great state of agitation” having had experienced this new found style he has never seen before. He became adamant in embrac- ing the use of sans serif typefaces, standardized paper sizes, asym- metrical geometric shapes, white space utilization, and hierarchal content, calling it the “total complex of contemporary life”. He then went on to give speeches and publish books such as the “Die neue Typographie” (The New Typography; A Handbook for Modern Designers) in 1928 advocating the Modernist movement across Europe. In 1933, the Nazis declared Tschichold a “cultural Bolshevist” and sent him to prison, but soon fled and took ref- uge to Switzerland. After this experience in his life, his viewpoint changed yet again, believing that some of the modern typefaces were too closely related to the fascist movement, causing his Mod- ernist influence to fade in his later works, releasing works such as the serif typeface Sabon. He died in 1974 at Locarno, Switzerland. From 1947 to 1949, Tschichold was the book cover designer for Left: Penguin Book Penguin books and created a standardized set of typographic rules covers before to use in each book.
  • Garamond Garamond Simoncini

    Garamond Garamond Simoncini

    Garamond Garamond Simoncini Adobe Garamond Overview Garamond Monotype Garamond is the name given to a group of old-style serif typefaces named for the punch- cutter Claude Garamond (c. 1480–1561). Most Garamond Berthold of the Garamond faces are more closely related to the work of a later punch-cutter, Jean Jannon. A direct relationship between Garamond’s Garamond letterforms and contemporary type can be ITC found in the Roman versions of the typefaces Adobe Garamond, Granjon, Sabon, and Stempel Garamond Garamond. Garamond’s letterforms convey a Stempel sense of fluidity and consistency. Design & Development Claude Garamond (ca. 1480–1561) cut office of Christoph Plantin in Antwerp, In 1621, sixty years after Garamond’s death, Garamond. Their true origin was not to be types for the Parisian scholar-printer where they were used by Plantin for many the French printer Jean Jannon (1580–1635) revealed until the 1927 research of Beatrice Robert Estienne in the first part of the decades, and still exist in the Plantin- issued a specimen of typefaces that had some Warde. In the early 1900s, Jannon’s types sixteenth century, basing his romans on Moretus museum. Other Garamond characteristics similar to the Garamond were used to print a history of printing in the types cut by Francesco Griffo for punches went to the Frankfurt foundry of designs, though his letters were more France, which brought new attention to French Venetian printer Aldus Manutius in 1495. Egenolff-Berner, who issued the famous asymmetrical and irregular in slope and axis. typography and the “Garamond” types. This Garamond refined his Romans in later Egenolff-Berner specimen (also available Jannon’s types disappeared from use for about sparked the beginning of modern revivals; versions, adding his own concepts as he as pdf file, 1,3 mb) in 1592 that became an two hundred years, but were re-discovered in some based on the mistaken model from developed his skills as a punchcutter.