Brand Style Guide.Indd

California Baptist University Brand Style Guide CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

The CBU Brand 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.

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

LOGOS LOGOS Bell Tower 4 Lancers Shield 48 Bell Tower + Institution 10 CBU Lancers Shield 52 Bell Tower + Live Your Purpose® 12 Lancers Shield + Sport 53 College / School 14 Shield + CBU Lettermark 54 College / School + Institution 16 Shield 55 College / School (No Belltower) 18 Lancers Lettermark 56 College / School + Institution (No Belltower) 19 CBU Lettermark 58 Named College / School 20 CBU Lettermark + Sport 64 Named College / School + Institution 22 Crazies 65 Named College / School (No Belltower) 24 Named College / School + Institution (No Belltower) 25 TYPEFACES Division / Department / Office 26 Proxima Nova 66 CBU Online 28 Serpentine 67 CBU Online + Institution 29 COLORS Live Your Purpose® 30 Approved Color Options 68 University Seal 32 University Student Outcomes 33 APPAREL T-Shirts 69 TYPEFACES Coaches / Staff Gear 69 Proxima Nova 34 Sabon 38 USAGE Small-Scale Logos 69 COLORS Approved Color Options 40 SCHOOL FIGHT SONG Lance Up, CBU! 70 APPAREL T-Shirts 41 CONTACTS Questions? 73 PLACEMENT / USAGE Design / Artwork 42 Small-Scale Logos 43

ALMA MATER CBU We’ll Love You 44 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

Bell Tower

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

5 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

Bell Tower

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

6 LOGOS

Bell Tower

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

7 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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.

21 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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.

23 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

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.

27 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

CBU Online + Institution

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

29 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

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 LOGOS

Live Your Purpose®

Classic This is an alternate wordmark option that can be used in more traditional marketing pieces.

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

31 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

University Seal

Symbol The CBU seal is a symbol of the university’s board of trustees. The seal is used only in communications produced on behalf of the trustees (ex. commencement invitations, diplomas, etc.) Permission for use of the seal outside of trustee communications is sometimes granted. To request approval, contact the Vice President for Marketing and Communication.

Color Options These are the two approved color options available for use within any approved print or digital application. Blue foil, gold foil or blind embossing are also approved as options for print applications.

32 LOGOS

University Student Outcomes

Core Four CBU’s University Student Outcomes are symbolized by the Core Four, which identify the characteristics of the student who is prepared to live his or her purpose.

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

33 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

Proxima Nova PROXIMA NOVA LIGHT ABCDEFGHIJKLM Typeface CBU uses this font as a primary typeface in all of its NOPQRSTUVWXYZ marketing communications. The Proxima Nova font family offers a variety of weights and styles. abcdefghijklmnopqrstuvwxyz

Any materials that are going to remain in circulation for PROXIMA NOVA LIGHT CONDENSED more than six months or are intended for off-campus audiences (i.e., future students, donors, parents, etc.) ABCDEFGHIJKLM should use these fonts (Proxima Nova and Sabon) exclusively. Alternate fonts can be used for short-term, NOPQRSTUVWXYZ campus-oriented communications, but graphic design best practices recommend using no more than two fonts per abcdefghijklmnopqrstuvwxyz communication piece (flyer, banner, advertisement, etc.).

PROXIMA NOVA LIGHT - ITALIC Light / Light Condensed This weight and style should be used for title headers ABCDEFGHIJKLM and subheaders, and should not be used for body copy or footnotes. Use of “all caps” should be reserved for NOPQRSTUVWXYZ emphasis on title headers or subheaders. abcdefghijklmnopqrstuvwxyz

PROXIMA NOVA LIGHT CONDENSED - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 34 TYPEFACES

Proxima Nova PROXIMA NOVA REGULAR ABCDEFGHIJKLM Regular / Regular Condensed This weight and style should be used for title headers, NOPQRSTUVWXYZ subheaders, body copy or footnotes. Use of “all caps” should be reserved for emphasis on title headers or abcdefghijklmnopqrstuvwxyz subheaders.

PROXIMA NOVA REGULAR CONDENSED ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

PROXIMA NOVA REGULAR - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

PROXIMA NOVA REGULAR CONDENSED - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 35 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

Proxima Nova PROXIMA NOVA BOLD ABCDEFGHIJKLM Bold / Bold Condensed This weight and style should be used for title headers NOPQRSTUVWXYZ and subheaders, and should not be used for body copy or footnotes. Use of “all caps” should be reserved for abcdefghijklmnopqrstuvwxyz emphasis on title headers or subheaders.

PROXIMA NOVA BOLD CONDENSED ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

PROXIMA NOVA BOLD - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

PROXIMA NOVA BOLD CONDENSED - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 36 TYPEFACES

Arial ARIAL REGULAR ABCDEFGHIJKLM Alternate Typeface Arial is a free alternate font option found on most PC NOPQRSTUVWXYZ and Mac computers, and should only be used if access to the Proxima Nova font is unavailable. abcdefghijklmnopqrstuvwxyz

ARIAL BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ARIAL REGULAR - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ARIAL BOLD - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 37 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

Sabon SABON ROMAN ABCDEFGHIJKLM Typeface CBU uses this font as an alternate typeface in some of NOPQRSTUVWXYZ its marketing communications. The Sabon font family abcdefghijklmnopqrstuvwxyz offers a variety of weights and styles.

Any materials that are going to remain in circulation SABON BOLD for more than six months or are intended for off-campus audiences (i.e., future students, donors, parents, etc.) ABCDEFGHIJKLM should use these fonts (Proxima Nova and Sabon) exclusively. Alternate fonts can be used for short-term, NOPQRSTUVWXYZ campus-oriented communications but graphic design best abcdefghijklmnopqrstuvwxyz practices recommend using no more than two fonts per communication piece (flyer, banner, advertisement, etc.).

SABON ROMAN - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

SABON BOLD - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

38 TYPEFACES

Garamond GARAMOND REGULAR ABCDEFGHIJKLM Alternate Typeface Garamond is a free alternate font option found on most NOPQRSTUVWXYZ PC and Mac computers, and should only be used if access to the Sabon font is unavailable. abcdefghijklmnopqrstuvwxyz

GARAMOND BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

GARAMOND REGULAR - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

GARAMOND BOLD - ITALIC ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 39 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE COLORS

Approved Color Options

Blue / Gold These are the official colors of the CBU brand.Any materials that are going to remain in circulation for more than six months or are intended for off-campus audiences (i.e., future students, donors, parents, etc.) should use these colors exclusively. Alternate colors can be used for short-term, campus-oriented communications. It is highly suggested that use of the CBU gold be limited.

Color on digital screens may look different in print. To ensure color accuracy, always use the exact color values to the right. The PMS numbers should be used any time the CBU blue and gold need to be matched for custom printing, such as screen printing or embroidery. CMYK values should be used for print-related applications. RGB values should be used for digital applications. HEX codes are six-digit combinations, HEX: #002554 HEX: #A07400 shorthand for RGB values, which can be used for C 100 R 0 C 9 R 160 website applications. M 79 G 37 M 38 G 116 Y 12 B 84 Y 100 B 0 K 59 K 32

40 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE APPAREL

T-Shirts

Recommended Color Options Blue, white and gray are the recommended color options for all CBU-related apparel (i.e., T-shirts, polos, hats, etc.)

41 CALIFORNIA BAPTIST UNIVERSITY BRAND STYLE GUIDE

Design / Artwork ¹

Recommended Standard Placement ¹ All T-shirt artwork should be placed on the front, upper ² portion of the shirt. If the CBU bell tower logo is not located on the front, its placement on the back of the ² shirt is required. On the back, the logo should be one color (white is suggested for dark-colored shirts, black ARTWORK or blue is suggested for light-colored shirts) and be HERE three inches wide, printed two inches from top of the neck seam. See diagram on the right for reference.

Recommended Alternate Placement² All T-shirt artwork should be placed on the front, upper portion of the shirt. If the CBU bell tower logo is not located on the front or back, it can be placed on the sleeve. The logo should be one color (white is suggested for dark-colored shirts, black or blue is suggested for light-colored shirts) and be three inches 3” wide, printed two inches from the bottom of the sleeve. ² See diagram on the right for reference. 2”

¹ 2”

3”

42 PLACEMENT / USAGE

Small-Scale Logos

Recommended Usage When using the CBU lettermark for embroidered items, ³ or if the logo needs to be scaled below 0.5 inches, the CBU lettermark version without strokes should be used to ensure legibility. See diagram on the right for reference.

⁴

⁵ ⁴ ³

⁵

43 CBU We’ll Love You Alma Mater By S.E. Boyd Smith

C B U we’ll love you, long as stars shine a - bove you.

Pledge our hearts for - e - ver, time shall ne - ver se - ver ne - ver se - ver.

44 ALMA MATER

Alma Mater By S.E. Boyd Smith

We will sing your prais - es, proud - ly down thru the a - ages.

We will al - ways proud - ly proud - ly

Hail Thee Al - ma Ma - ter, C B U!

45 Lancer Athletics Brand Style Guide LANCER ATHLETICS BRAND STYLE GUIDE

The Lancer Athletics Brand The spirit of a university is found within its students and exemplified in its mascot. California Baptist University adopted Lancers in 1955 during the formation of the first basketball team. Students voted on the mascot and have since embraced the Lancer as the essence of CBU.

In CBU’s early stages, “Lancers” represented a desire to be a holy movement. It has come to symbolize students who strive to live their purpose for the betterment of society and for the advancement of the kingdom.

CBU athletics teams carry the Lancer name from victory to victory. Just as student-athletes bear the Lancer mark, so, too, does every member of the Lancer Nation. Every time the Lancers brand is published it reinforces the CBU identity.

The purpose of this guide is to help ensure that the CBU Lancers’ visual identity is consistent and unified. Inside this Lancer Athletics Brand Style Guide are guidelines on logo usage, typefaces and colors that accurately promote the Lancers and separate us from our competition. LANCER ATHLETICS BRAND STYLE GUIDE

Lancers Shield

Logo The blue and gold Lancers Shield mark is the primary logo for Lancer Athletics. Precise spacing and sizing of the shield and letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

48 LOGOS

Lancers Shield

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

49 LANCER ATHLETICS BRAND STYLE GUIDE

Lancers Shield

Scale When possible, make sure the Lancers Shield mark is at least 0.75 inches in height. This keeps legibility of the logo intact.

0.75”

50 LOGOS

Lancers Shield

Orientation Precise spacing and sizing of the shield and letters create an optimal balance. 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

51 LANCER ATHLETICS BRAND STYLE GUIDE

CBU Lancers Shield

Logo The blue and gold CBU Lancers Shield mark is an alternate logo for Lancer Athletics. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Color Combinations These are the four approved CBU Lancers Shield mark color combinations available for use within any print or digital application.

52 LOGOS

Lancers Shield + Sport

Logo The blue and gold Lancers Shield + Sport mark is the primary logo for Lancer Athletics sports. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Sport When replacing the sample text with a sport title, make sure the new title is right-justified to the original text, and is the same size and font.

Color Combinations These are the four approved Lancers Shield + Sport mark color combinations available for use within any print or digital application.

53 LANCER ATHLETICS BRAND STYLE GUIDE

Shield + CBU Lettermark

Logo The blue and gold Shield + CBU Lettermark symbol is an alternate logo for Lancer Athletics. This symbol can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the shield creates an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Color Combinations These are the four approved Shield + CBU Lettermark color combinations available for use within any print or digital application.

54 LOGOS

Shield

Logo The blue and gold Shield symbol is an alternate logo for Lancer Athletics. This symbol can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the shield creates an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

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

55 LANCER ATHLETICS BRAND STYLE GUIDE

Lancers Lettermark

Logo The blue and gold Lancers Lettermark is an alternate logo for Lancer Athletics. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Alternate Color Combinations Refer to the next page for the six alternate Lancers Lettermark color combinations available for use within any print or digital application.

56 57 LANCER ATHLETICS BRAND STYLE GUIDE

CBU Lettermark

Horizontal The blue and gold horizontal CBU Lettermark is an alternate logo for Lancer Athletics. This lettermark can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Alternate Color Combinations Refer to the next page for the six alternate CBU Lettermark color combinations available for use within any print or digital application.

58 59 LANCER ATHLETICS BRAND STYLE GUIDE

CBU Lettermark

Vertical The blue and gold vertical CBU Lettermark is an alternate logo for Lancer Athletics. This lettermark can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Alternate Color Combinations Refer to the next page for the six alternate CBU Lettermark color combinations available for use within any print or digital application.

60 61 LANCER ATHLETICS BRAND STYLE GUIDE

CBU Lettermark

Stacked The blue and gold stacked CBU Lettermark is an alternate logo for Lancer Athletics. This lettermark can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Alternate Color Combinations Refer to the next page for the six alternate CBU Lettermark color combinations available for use within any print or digital application.

62 63 LANCER ATHLETICS BRAND STYLE GUIDE

CBU Lettermark + Sport

Logo The blue and gold CBU Lettermark + Sport is the primary logo for Lancer Athletics sports. This logo can be used when representation of the “Lancers” name is not needed. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should never be scaled, skewed or shifted.

Sport When replacing the sample text with a sport title, make sure the new title is center-justified to the original text, and is the same size and font.

Color Combinations These are the three approved CBU Lettermark + Sport color combinations available for use within any print or digital application.

64 LOGOS

Crazies

Logo The blue Crazies mark is the primary logo for Lancer Athletics student fans. Precise spacing and sizing of the letters create an optimal balance. For that reason, the elements comprising this logo should be scaled proportionally and never skewed or shifted.

Alternate Color Options These are the three approved Crazies mark color options available for use within any print or digital application.

65 TYPEFACES

Proxima Nova PROXIMA NOVA REGULAR ABCDEFGHIJKLM Typeface This is the official font for all CBU branding. The font NOPQRSTUVWXYZ family comes in multiple weights and styles that can be used at your discretion. Proxima Nova Regular is abcdefghijklmnopqrstuvwxyz suggested for body text.

PROXIMA NOVA BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Serpentine SERPENTINE BOLD - ITALIC ABCDEFGHIJKLM Typeface This is the offical font for Lancer Athletics branding. The NOPQRSTUVWXYZ font comes in one weight and should be used sparingly. abcdefghijklmnop qrstuvwxyz

66 TYPEFACES

ARIAL BOLD ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

67 LANCER ATHLETICS BRAND STYLE GUIDE COLORS

Approved Color Options

These are the official colors of the Lancer Athletics brand. Any materials that are going to remain in circulation for more than six months or are intended for off-campus audiences (i.e., future students, donors, parents, etc.) should use these colors exclusively. Alternate colors can be used for short-term, campus-oriented communications. It is highly suggested that use of the CBU gold be limited.

Color on digital screens may look different in print. To ensure color accuracy, always use the exact color values to the right. The PMS numbers should be used any time the CBU blue and gold need to be matched for custom printing, such as screen printing or embroidery. CMYK values should be used for print-related applications. RGB values should be used for digital applications. HEX codes are six-digit combinations, shorthand for RGB values, which can be used for HEX: #002554 HEX: #A07400 website applications. C 100 R 0 C 9 R 160 M 79 G 37 M 38 G 116 Y 12 B 84 Y 100 B 0 K 59 K 32

68 APPAREL / USAGE

Athletics Apparel

Recommended Color Options ³ Blue, white and gray are the recommended color options available for all Lancer Athletics apparel (i.e., T-shirts, polos, hats, etc.).

Coaches / Staff Gear Permissible: Black and gray polos (in addition to navy and white). ⁴

³ Small-Scale Logos

Recommended Usage When using the CBU lettermark for embroidered items, ⁵ or if the logo needs to be scaled below 0.5 inches, the CBU lettermark version without strokes should be used to ³ ensure legibility. See diagram on the right for reference. ⁴

⁵

69 Lance Up, CBU! School Fight Song By Steve Posegate, D.M.A.

Questions?

For questions regarding the CBU brand, contact:

Dr. Mark A. Wyatt Vice President for Marketing and Communication [email protected]

Jacob Robertson Director of Marketing [email protected]

For questions regarding graphics and imagery, contact:

Edgar Garcia Graphic Design Manager [email protected]

For questions regarding the CBU website, contact:

Waylon Baumgardner Senior Web Services Manager [email protected]

To acquire brand assets, including logos, typefaces and images, visit cbu.imagerelay.com. If you don’t have an account, you can create one.