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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. 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 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. In-Text References In text, use a school or college’s complete name
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