UNIVERSITY of MARY Branding Standards Guide
1 UNIVERSITY of MARY Branding Standards Guide for Life. table of contents
The University of Mary is being blessed with All official University of Mary social media accounts a season of amazing growth and we are (main, niche, and professional) are expected to adhere Our Story...... 4 University Website & Digital Media...... 28 gratified that our unique brand is becoming to the official University of Mary Social Media Policy. Logo & Identity Marks...... 6 Photography ...... 28 Anything posted to social media accounts should University of Mary - for Life. Social Media ...... 31 more and more widely recognized. follow brand standards, be in good taste, be suitable University of Mary - Online Websites...... 32 Respecting our branding images and language by using for all audiences, and align with the University of Mary University of Mary - Schools Email Signatures...... 34 them consistently and correctly is vital to maintaining Benedictine values. The University of Mary reserves the Business Cards...... 34 our identity and growing our brand. right to delete content and accounts that are considered University of Mary - Departments in poor taste, offensive, or unacceptable according to Mary College at ASU...... 11 Basic Design Guidelines...... 35 In 2018 the University of Mary went through a brand standards. Content that could be deleted includes, Presidential Seal...... 13 rigorous and in-depth process to refresh our branding but is not limited to, content that is harmful, obscene, iconography. This visual branding complements offensive, defamatory, or threatening. University Typography...... 14 our previous choice of “for Life” as our motto and is UMary Marauders...... 15 designed to be a cohesive ‘family’ of word and image. Our Office of Public Affairs staff members are always UMary Marauders All University of Mary images must abide by our usage happy to discuss questions of style, whether in word or Sports-specific guidelines. image. When we all ‘speak with one voice,’ we strengthen our brand to represent beautifully the mission of the Wordmark At this university, we want the public to be confident University of Mary. Letterman’s Logo that we are a literate community. We are expected to set Marauder Head high standards in our written communications, correctly Marauders Logo using grammar, punctuation, and spelling. It is our expectation that all departments have or implement a Armada Logo system of quality control for written work. Monsignor James P. Shea Vintage Logos Athletic Typography...... 18 University Colors ...... 19 University Writing Guide...... 22
2 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 3 OUR STATEMENT OF MISSION & IDENTITY
ounded to prepare leaders in the service of Truth, the University of Mary is distinctive in our education Fand formation of servant leaders with moral courage, global understanding, and commitment to the common good. As America’s Leadership University, we are deeply devoted to our mission:
The University of Mary exists to serve the religious, academic and cultural needs of the people in this region and beyond. It takes its tone from the commitment of the Sisters of Annunciation Monastery. These Sisters founded the University in 1959 and continue to sponsor it today. It is Christian, it is Catholic, and it is Logos and Identity Marks Benedictine.
We cherish our Christian, Catholic, Benedictine identity; we welcome and serve persons of all faiths.
We are faithfully Christian. We are joyfully Catholic. We are gratefully Benedictine.
4 UNIVERSITY of MARY Branding Standards Guide 5 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY OF MARY LOGO APPROPRIATE USE
The University of Mary logo consists of an uppercase M, symbolic of the Blessed Virgin Mary, as well as our hilltop The logo should always be reproduced at a size that is clearly legible in the medium used. Minimum size requirements have been location and strong architecture. Above the M is a carefully placed proportional cross. The logo should only appear in established for print and web material (Figure 1). Do not crop any part of the logo or ‘bleed’ it off a page (Figure 2). Because the logo is PMS 294 or black, or white when used on dark backgrounds. treated as a single image do not change any elements within it (Figure 3). Do not stretch the logo (Figure 4) or rotate it (Figure 5). Do not use embellishments such as lines (Figure 6) or boxes around the logo (Figure 7). Do not print the logo in any other color besides the official Pantone 294 or black (Figure 8) and do not place the logo on any background that makes it difficult to see (Figure 9).
Figure 1 Figure 4 Figure 7
no smaller than 1.5 inches (print) no smaller than 108X32 pixels (web) Figure 5 Figure 8
Figure 2
Figure 6 Figure 9 Approved Horizontal Logo Approved Vertical Logo Figure 3 UNIVERSITY OF MARY
6 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 7 ALTERNATIVE LOGOS SCHOOL, LOCATION, AND DEPARTMENT LOGOS
The primary logos should always be considered for use first, but alternative logos have been created to provide flexibility This set of logos was created to identify university schools and departments. The logos can be used on school and with various applications. department materials, invitations, stationery, and apparel.
BLACK & WHITE
Black versions of the logo have been developed for occasions when it’s not possible to print in color, such SCHOOL/DEPARTMENT LOGOS as newsprint or flyers.
for Life. Admissions REVERSED
Reversed logos have been developed for use on dark or contrasting backgrounds. The M and the cross must always be white or the lightest color.
HORIZONTAL SCHOOL/DEPARTMENT LOGOS WORDMARK To be used for applications with an extreme horizontal format, such as tablecloths and promotional giveaways. To be used when clarity or size is an issue and for applications with an extreme horizontal format. The wordmark can be reproduced at very small sizes. Admissions
HORIZONTAL DEPARTMENT LOGO
To be used when clarity or size is an issue and for applications with an extreme horizontal format.
8 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 9 FOR LIFE CAMPAIGN ONLINE LOGO
The ‘for Life.’ tagline was chosen to represent the University of Mary’s values and vision. We use ‘for Life.’ [with a period for The university’s Online logo was created to serve the university’s adult learner community. These students are working to earn emphasis] to communicate our commitment to educate people for ‘the whole of life’ as lifelong learners, our commitment their bachelor’s, master’s, or doctoral degrees, or are seeking non-degree options, such as certificates. to the dignity and value of the human person, and our commitment to forming students who bring radiance, joy, and the love of others into the world.
LOGO OPTIONS for Life. LOGOS Both horizontal and vertical versions of the Online Both horizontal and vertical versions of the ‘for Life.’ logo are acceptable options. These logos should only for Life. logo are acceptable options. These logos should only appear in PMS 294 or black. appear in PMS 294 or black. for Life.
REVERSED REVERSED Reversed logos have been developed for use on dark or Reversed logos have been developed for use on dark or contrasting backgrounds. The M and the cross must contrasting backgrounds. The M and the cross must always be white or the lightest color. for Life. always be white or the lightest color.
WORDMARK for Life. To be used when clarity or size is an issue and for Tagline can be used as a graphic element but applications with an extreme horizontal format. The for Life. may only be used when the University of Mary wordmark can be reproduced at very small sizes. logo is also present in the design.
10 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 11 MARY COLLEGE AT ASU PRESIDENTIAL SEAL
The Mary College at ASU logo was created to representM the C partnership between the University of Mary and The Presidential Seal is the official seal of the Office of the President. The seal is placed on official university Arizona State University. at ASU documents, such as diplomas, certificates, President’s stationery, and invitations from the Office of the President. The Presidential Seal should not be combined with any other logos and cannot be used by any other departments other than the Office of the President, unless expressly permitted.
MARY COLLEGE AT ASU LOGO
M C Both horizontal and vertical versions of the Mary at ASU MARY College at ASU logo are acceptable options. These COLLEGE logos should only appear in PMS 294 or black. at ASU
REVERSED
Reversed logos have been developed for use on dark or MARY contrasting backgrounds. The M and the cross must COLLEGE always be white or the lightest color. at ASU
12 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 13 UNIVERSITY OF MARY TYPOGRAPHY UNIVERSITY OF MARY MARAUDERS ATHLETIC LOGO
To provide flexibility, two groups of typefaces have been selected for the University of Mary’s graphic identity. The athletic logo, the Marauder, may only be used by the Athletic Department, Campus Bookstore, or by special permission from the Office of Public Affairs. It should not be used in place of, or alongside, the University of Mary logo. The Marauder is a unique Group 1 is used on collegiate materials, such as letters, flyers, posters, and brochures. Each grouping has a serif and sans serif symbol for the university’s athletic teams, and as such should not be used to represent academic or administrative units of the typeface that work together to form the graphic identity’s personality. See page 18 for Athletic Typography [Group 2]. university, nor by individuals employed by the university, aside from the Athletic Department.
GROUP 1
Iowan Old Style Bickham Script ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEF GHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789& 123456789&
Minion Sloop ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEF GH IJKLM- abcdefghijklmnopqrstuvwxyz NOPQRST UV WXYZ 123456789& abcdefghijklmnopqrstuvwxyz 123456789& Proxima Nova ABCDEFGHIJKLMNOPQRSTUVWXYZ COMPLEMENTARY FONTS abcdefghijklmnopqrstuvwxyz Helvetica Neue 123456789& Helvetica Narrow Nunito Sans Berthhold Akzidenz Times ABCDEFGHIJKLMNOPQRSTUVWXYZ UMary Marauders Primary Logo abcdefghijklmnopqrstuvwxyz 123456789&
14 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 15 ALTERNATIVE MARAUDERS ATHLETIC LOGOS MARAUDERS SPORTS DESIGNATION
The primary logo should always be considered for use first, but alternative logos have been created to provide flexibility for a The primary logo should always be considered for use first, but alternative logos have been created to provide flexibility variety of applications. When placed on a dark background, the white outline must remain. [See: examples on blue background] in a variety of applications for specific sports. When placed on a dark background, the white outline must remain [See examples on blue background].
WORDMARKS
To be used when clarity or size is an issue and for applications with an extreme horizontal format. The wordmark can be reproduced at very small sizes.
PRIMARY SPORTS DESIGNATION
LETTERMAN’S LOGO
The Letterman’s logo has been created to complement the primary logo. This is best used when the primary logo becomes too complex, and can be reproduced at a very small size.
MARAUDER HEAD [RESTRICTED] WORDMARK SPORTS DESIGNATION The Marauder head must always be accompanied by the words ‘University of Mary’ or ‘UMary.’
LIMITED USE LOGOS
The use of these logos must have special permission from the Office of Public Affairs.
16 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 17 ATHLETIC TYPOGRAPHY COLOR PALETTE
Group 2 of the University of Mary’s typography is used on Marauders Athletics materials, such as letterheads, posters, and Blue and orange are the University of Mary’s colors, and as such are meaningful to students, employees, and alumni. The current schedules. Each grouping has a serif and sans serif typeface that work together to form the graphic identity’s personality. blue is a contemporary, darker, and bolder navy blue that still complements the blues from the past. This new Mary blue (PMS 294) is ideal for athletic uniforms, banners, signage, websites, and applications where strong contrast is desired. Mary Orange (PMS 165) is bright and intense and excellently complements the new navy blue. Mary orange may be used on its own for any application where the intent is to stand out. GROUP 2
BANK GOTHIC ABCDEFGHIJKLMNOPQRSTUVWXYZ Gloss and Bloom ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PRIMARY COLOR PALETTE COMPLEMENTARY COLOR PALETTE abcdefghijklmnopqrstuvwxyz 123456789& 123456789&= PMS 294 BLUE PMS 287 BLUE Proxima Nova CMYK: 100/75/25/40 CMYK: 100/68/0/12 COMPLEMENTARY FONTS RGB: 56/89/136 RGB: 0/48/135 ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue HEX/HTML: 385988 HEX/HTML: 003087 abcdefghijklmnopqrstuvwxyz Helvetica Narrow 123456789& Rockwell PMS 165 ORANGE GREY Times CMYK: 0/67/100/0 CMYK: 0/0/0/40 Berthhold Akzidenz RGB: 255/117/72 RGB: 166/168/170 ABCDEFGHIJKLMNOPQRSTUVWXYZ HEX/HTML: FF7548 HEX/HTML: a6a8aa abcdefghijklmnopqrstuvwxyz 123456789& BLACK CMYK: 60/50/40/100 RGB: 45/41/38 FACTORIA HEX/HTML: 2D2926 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WHITE 123456789& CMYK: 0/0/0/0 RGB: 255/255/255 HEX/HTML: ffffff
18 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 19 Writing Style Guide
20 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 21 UNIVERSITY OF MARY WRITING STYLE When referring to a vice president, use “for” to indicate Bachelor [of] Arts [in] Music (not Bachelor’s; capitalize When creating messages for and about the University of Mary, it is important to adhere to language that expresses the values of his/her department [vice president for academic affairs]. official name as in this example) the University, based on our foundational Benedictine values of community, hospitality, moderation, respect for persons, prayer, In text, capitalization for vice presidents is as follows: Vice and service. President for [Academic Affairs] when directly preceding Doctor [of] Education (capitalize official name as in this his/her name, lowercase all parts if following his/her name example) Furthermore, our tone is to be that of positivity, hopefulness, compassion, gratitude, and joy. Our motto is ‘Lumen Vitae,’ and [vice president for academic affairs]. our intent is to carry the ‘light of life’ throughout all activities on campus and into the community and the world. When referring simply to a ‘bachelor’s or master’s degree in,’ For religious, spell out ‘Sister’ and use first and last name use an apostrophe [example: bachelor’s degree in Biology; on first reference [Sister Thomas Welder, Sister Nicole Our choice of ‘for Life’ as a tagline reflects our mission to carry forward a Christ-centered, virtuous, and servant leader-oriented master’s degree in Bioethics] education to benefit our students for the whole of their lives. Kunze] and Sister [first name] on second reference. When referring to ‘Sister’ in the plural form, always capitalize In these instances, do not need to capitalize type of As we remember that we follow Christ, the Light of the World, so we always strive to demonstrate that this university has been ‘Sisters.’ degree, but capitalize program name. created to illuminate the beauty of a Christian, Catholic, and Benedictine education. Capitalize ‘Church’ when referring to the Catholic Church Use similar style when removing the word ‘degree’ or the Christian Church universal [also, St. Mary’s Catholic (example: bachelor’s in Biology; master’s in Bioethics) Church]. The church building is lower case. [The church is Associated Press (AP) style is our standard writing style for all or ‘President of the University of Mary,’ regardless of whether it under repair.] When referring to an unspecified type of program, use widely-distributed pieces created for an external audience. Some follows or precedes his or her name. bachelor’s, master’s, doctorate [do not capitalize] exceptions and examples are noted below. No periods in degree abbreviations [BA, BS, MBA, MA, For External Pieces MS, MEd, EdD, PhD, etc.] Whenever possible, refer to the university in first person Regarding internal pieces, or those pieces that benefit University Use ‘University of Mary’ in first reference, followed by ‘Mary’ plural [examples: Our students, We welcome you, Visit us]. of Mary students, faculty, and/or staff (e.g. policies, statements, or ‘university’ [lower case], with sensitivity to clarity in the With some exceptions, no designation as ‘Dr.’ before PhD, handbooks, etc.) these rules apply but with one key difference: case of ‘Mary.’ Avoid UMary in most usages. Athletics is an just title [Dean, Professor, etc.]. PhD can follow name In all writing, including Athletics, ‘Marauders’ is always capitalization. For internal pieces, capitalization is employed exception, however do not use U-Mary [hyphenated] or [John Smith, PhD]. plural. Only a single athlete is a Marauder. [e.g., no to ensure consistency but also to preserve a formal tone U Mary. [no space] ‘Marauder athletics’] more fitting for internal policy and procedures. Specifically, Uses of Program Names In text, Monsignor James Shea on first reference, Shea on When using acronyms, spell out the subject on first reference ‘University’ (in particular reference to the University of Master [of] Arts [in] Catholic Studies (not Master’s; second. Monsignor may be abbreviated Msgr. if needed. with the acronym following in parentheses. e.g., Lumen Vitae Mary), should be capitalized even when referring to it simply capitalize official name as in this example) President is capitalized when directly preceding his name, University Center (LVUC) as ‘the University.’ However, when “university” is used as an lowercase if following his name. Master [of] Science [in] Business (not Master’s; capitalize adjective, even in specific reference to the University of Mary official name as in this example) MCard identification is referred to as MCard in all cases [not (e.g. university logos, university policies, university accounts, On first reference, both diocesan Catholic priests and priests M-Card, Mcard, or M Card] etc.), it should be lowercase. In addition, all University of from religious communities are Father [first name, last name]. Bachelor [of] Science [in] Accounting (not Bachelor’s; Mary position titles should be capitalized at all times (e.g. Vice On second reference, diocesan priests are Father [last name], capitalize official name as in this example) and religious community priests are Father [first name]. If President for Public Affairs; Dean of the School of Arts and abbreviated, Father is Fr. If unsure, use Father [last name]. Sciences; Assistant Professor of Nursing), including ‘President’
22 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 23 General Style Examples Do not use ‘www.’ before a URL in copy [umary.edu, not Uses of ‘emeritus’ Specifically related to Athletic Writing When used as a noun, freshmen is plural; freshman is www.umary.edu] • emeritus – male singular. • emerita – female In all writing, including athletics, ‘Marauders’ is always In print pieces where vanity URLs are included, capitalize plural. Only a single athlete is a Marauder. [e.g., no When used as an adjective, always use freshman (when the first letter of each word after the slash. [umary.edu/ (This is a title that is granted to a person and ‘emeritus’ or ‘Marauder athletics’] modifying a singular or plural noun). Examples: FinancialAid, online.umary.edu/Bioethics] ‘emerita’ is italicized. Example: President emerita) • He is a freshman at the University of Mary. Use ‘University of Mary,’ in first reference, followed • They are freshmen at the University of Mary. Phone numbers are formatted: xxx-xxx-xxxx [dashes not Buildings/Locations on Campus by UMary in most usages. Do not use U-Mary • Freshman class periods between numbers] • Marauders Cove [no apostrophe in Marauders] [hyphenated] or U Mary. [space] • Freshman women’s residence hall One space after a period, not two • the Crow’s Nest Campus Restaurant or the Crow’s “Greatness through virtue” capitalization depends on Nest [lowercase ‘the’ except to begin a sentence] the context. When referring to the plan, capitalize. Numbers in most texts – one through nine in words, 10 The Office of Public Affairs recommends using single quotes • fieldhouse, not field house [do not capitalize] When referring to the idea, lowercase. and above in numerals to set off concept words. Double quotes are used to attribute a specific quote to a person. • Lumen Vitae University Center (LVUC) [not Lumen [For example: Our strategic plan, Greatness through In most texts, do not use ‘st’ ‘nd’ ‘rd’ ‘th’ in the context Vitae or Lumen Vitae Center] Virtue, was released last fall. ‘The Light of Life’ of numbers [1st, 2nd, 3rd], instead spell out all numbers • In specific contexts, Lumen Vitae – ‘The Light of Life’ under ten [first, second, third or refer to dates as Our student athletes are pursuing greatness through Alivia Wamboldt said, “Attending the University of Mary February 1] • Founders Hall [no apostrophe in Founders] virtue.] instilled a life mission of servant leadership that shapes • Leach Center for Student Life = Chick’s Place Headline words are capitalized except for articles [the, a, each day as an opportunity.” If referring to greatness through virtue in copy content, an] and small prepositions [e.g., of, for]. • The Breton Salon all words are lowercase. Use the Oxford comma [Christian, Catholic, and • Use ‘residence hall’ not dorm State abbreviations in ordinary usage are post office Benedictine] Refer to athletes as scholar-athletes [with hyphen in [ND, MN, no periods]. In magazine text and formal Abbreviations for Schools between the words], not student-athletes. No ‘first annual’ – instead ‘inaugural’ documents, the entire word is spelled out [Nebraska, • GTSB – Gary Tharaldson School of Business Exceptions to AP Style Florida]. Names of campaigns do not need to be italicized [Vision • LFSEBS – Liffrig Family School of Education and • Scholarly writings 2030] When in text, ‘percent’ is one word Behavioral Sciences • Magazines, when appropriate Uses of ‘Alumni’ • Announcements and invitations that have their In text, $1 million, not $1,000,000 • SOAS – School of Arts and Sciences • Alumni – plural male and female; or plural male own formal style • SOE – School of Engineering email, not e-mail • Alumnus – singular male • Abbreviations when space is limited • Alumnae – plural female • SGSHS – Saint Gianna School of Health Sciences • Graphic and charted information Punctuation is used after a URL if the URL ends a • Alumna – singular female sentence.
24 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 25 Web and Digital Media Guide
26 UNIVERSITY of MARY Branding Standards Guide 27 UNIVERSITY of MARY Branding Standards Guide PHOTOGRAPHY/VIDEOGRAPHY AT THE UNIVERSITY OF MARY PROFESSIONAL HEADSHOTS The following information provides more specific guidelines The strongest vehicle for the University of Mary to portray its brand and identity is through photography and videography. We understand the importance of having a professional about acceptable and unacceptable use of photographs: Well-composed and vibrant images help convey the sense of a dynamic and energetic campus. Sweeping shots of architecture, photo in today’s digital age and we offer portrait services to the liveliness of campus, smiling student faces, the city of Bismarck, and authentic interaction between faculty and students faculty and staff. If you are not able to have a professional should be the subject focus. headshot taken, photos submitted should be of a single, ACCEPTABLE Electronic equivalents of established practices for traditional forward-facing subject and not a cropped group photo or darkroom printing methods—dodging, burning, toning, and “selfie.” Neutral backgrounds and natural lighting work best cropping, for example—as long as the content and meaning When original photography and photos should be taken at high-resolution settings. Do are not changed. or videography is needed, it is not add filters or manipulate the photo. Photos that are not recommended to request the within University of Mary standards will not be used. Color and tonal correction to ensure accurate reproduction professional staff in the Office of of the original photograph. Public Affairs. Their expertise in PHOTO EDITING lighting and composition is essential Technical touch–up of images for the purpose of color– Technology has made it easy to alter photographs. People can for creating dynamic and engaging balancing or removal of flaws (such as dust spots, scratches, use computer software to remove, add, or move elements in photos. Discussing the project digital noise, artifacts, etc.) to achieve better reproduction. a photograph. Although some of these alterations may seem ahead of time with the creative Such changes will be considered to be insubstantial. harmless, when communicators cross the line of changing team will help focus the direction content even slightly, they are jeopardizing the readers’ trust. A of the photography. To request Routine cropping is not considered to be an alteration. photograph is perceived as an accurate recording of an event. photography from Creative Services, However, there is a possibility of changing reader perception with creative cropping. When cropping, keep the modified complete a Workzone request at Therefore, the following is University of Mary’s policy related version true to the intent of the original photo. umary.sharedwork.com/requests. to the creation and use of photographs: All requests will be reviewed to Conversion of a color image to black and white. determine if they meet university A photo’s content—the positions and appearance of people marketing purposes. You will be and objects—must never be changed to manipulate it. contacted by a member of the PHOTO ILLUSTRATIONS Alteration of a photograph that misleads, confuses, or Creative Services team. Photo illustrations differ from media photos in content, otherwise misrepresents its accuracy is strictly prohibited. creation, and purpose. They are staged or produced, and are manufactured situations. They are often created in the studio Enhancing the technical quality of a photograph is and are used for many areas of marketing and promotion. acceptable, but changing the meaning is not. When an existing photograph is altered for artistic purposes, In any instance when a question arises about such issues, such as by adding or deleting content, it also is considered a consult the Office of Public Affairs staff. photo illustration.
28 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 29 SOCIAL MEDIA STYLE GUIDE When publishing a photo illustration, it should be clear to Proper permissions must be granted before any photo is All official University of Mary social media accounts (main, niche, and professional) are expected to adhere to the official readers that the image does not represent a real situation. published in University of Mary materials if not already University of Mary Social Media Policy on my.umary.edu under General University Policies. Artistic use of images, as in a collage, is permitted. university property.
Photos taken from cell or smart phones are likely not of Anything posted to social media accounts should follow brand standards, be in good taste, be suitable for all audiences, and VIDEOGRAPHY acceptable quality. Check with the Office of Public Affairs align with the University of Mary’s Benedictine values. The University of Mary reserves the right to delete content and accounts Video-specific shots taken from a cellphone should be before attempting to use a cell phone photo. that are considered in poor taste, offensive, or unacceptable according to brand standards. composed horizontally to fill the entire frame. Proper resolution must be followed for photography, The Office of Public Affairs can assist you with questions about appropriate social media use. COPYRIGHT graphics, and other imagery for print (at least 300 dpi at display size) or web (72 dpi). Copyrighted materials cannot be altered without written permission of the copyright holder. Niche Account Guidelines use their club logo or an appropriate photo related Note: The bell banner is the symbol of the Benedictine to their organization. Official university logos are University of Mary photographs (taken or created by staff A niche social account targets a specific audience such Sisters of Annunciation Monastery and may not be reserved for University of Mary departments and of the Office of Public Affairs) should be considered to be as alumni, a designated satellite location, department, or photographed for publishing without permission from the schools. copyrighted materials. athletic team. These accounts are owned by the University prioress. All requests should be submitted to the Office of of Mary and must adhere to the University of Mary’s brand • Cover Photos: Accounts should use photography Public Affairs. standards. that represents their pages content, department, or organization. LOCATION RESTRICTIONS Niche accounts will be set up under the supervision and Photography and recording in some university spaces is not discretion of the University’s Digital Marketing Specialist. • Handles/names: Please use the following formulas permitted unless specifically authorized. Examples include Individuals will manage niche accounts in the unit that for niche account naming – when character limits residence halls and certain sacred spaces. best relates to the account content and audience. To create allow, “University of Mary + department name.” When a new niche social media account, a project request must character limits do not allow, “UMary + department GENERAL USAGE be submitted to the University’s Office of Public Affairs at n am e .” In an effort to maintain brand integrity, the University of umary.sharedwork.com/requests. Account managers are responsible for coordinating Mary’s photographic materials must consider the following content, following brand guidelines and best practices, guidelines: Branding Guidelines and keeping track of passwords to ensure that accounts do not fall dormant. All university Facebook accounts are Photos cannot be used from internet searches or websites, • Profile Pictures: Academic programs should utilize the required to grant the University of Mary admin access to including the University of Mary website. If you would like blue “M” logo or the logos created to identify university prevent inactive accounts. to use a photo from the University of Mary’s website, please schools and departments. Student organizations may contact the Office of Public Affairs.
30 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 31 DO: Th e Offi ce of Public Aff airs can assist you with questions about appropriate social media use. WEBSITE STYLE GUIDE Post content that is relevant, useful, informative, and valuable to the end user Facebook: @universityofmary University websites are, fi rst and foremost, vital Adhere to the University’s values and branding language Instagram: @universityofmary marketing tools for prospective students. Include a link for viewers to learn more LinkedIn: University of Mary Decisions about text and messaging used on the Use strong imagery Twitter: @umary website are researched extensively and written for eff ective Search Engine Optimization (SEO). Use care when posting personal photos and content Hashtags categorize content that relates to various university activities. Th is strategy of using data to determine correct placement of correct key words brings the University DON’T: #LifeatMary #UMaryOnline #HooksUp of Mary higher visibility when people are searching Use images that are blurry, off -topic, or inappropriate online for information about prospective universities. Tag or include your personal page in professional communications In addition to this technical aspect, research also shows us that prospective students and their families Use photos from a Google or website search, since each respond well to content that is clean, understandable, licensing agreement would need to be reviewed conversational, and attractive in appearance. Note: Th e bell banner is the symbol of the Benedictine Sisters of Violate copyright restrictions when using photos. For Annunciation Monastery and may not be used in social media example: Acceptable photos are those taken by you or a Th is style was approved by President’s Council posts without permission from the Prioress. All requests should team member, provided by Creative Services, or licensure- and substantial updates or changes are brought to be submitted to the Offi ce of Public Aff airs. free photos President’s Council for consideration. Minor changes or corrections may be submitted to the Offi ce of Public Use the University’s athletic logos [see Branding Imagery Aff airs. Requests for changes, additions, or other guide] unless you are part of the Athletic Department website edits should be made through Workzone at: umary.sharedwork.com/requests. Use the University’s seal unless you are part of the Offi ce of the President [see Branding Imagery guide]
32 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 33 WEBSITE PRIMARY COLOR PALETTES AND FONTS EMAIL SIGNATURES & BUSINESS CARDS
Below (Figure 1) is an example of the approved email signature for the University of Mary’s administrative units, academic units, and departments. University of Mary’s Athletic department’s email signature in (Figure 2) may only be used by staff and coaches in PT Sans DARKER BLUE the Athletic Department. To obtain an email signature block go to my.umary.edu, log in, select the employee tab. In the right hand ABCDEFGHIJKLMNOPQRSTUVWXYZ CMYK: 100/93/16/4 column, download Email Signature Instructions. Your name, title(s), and phone numbers are the only fi elds that are editable. abcdefghijklmnopqrstuvwxyz RGB: 0/43/121 HEX/HTML: 002b79 123456789& For EMAIL SIGNATURES, keep the following in mind: FIGURE 1 ORANGE PT Sans Narrow • We do not change the logo [see: Logos & Identity CMYK: 0/64/100/0 14 pt Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ RGB: 255/112/38 Section] 10 pt Arial abcdefghijklmnopqrstuvwxyz HEX/HTML: 002b79 • We do not delete the footer [the information at the 123456789& bottom of the signature block] LIGHT BLUE CMYK: 72/45/0/0 • Do not delete your phone number RGB: 0/126/245 8 pt Arial HEX/HTML: 007ef5 • Only Athletics may use the Marauders logo; others use the traditional M-cross
Nunito Sans DARKER BLUE BUSINESS CARDS may be requested through the Offi ce FIGURE 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ CMYK: 100/91/25/10 RGB: 0/46/106 of Public Aff airs. Submit a Workzone request to umary. abcdefghijklmnopqrstuvwxyz HEX/HTML: 002e6a sharedwork.com/requests with your contact information 14 pt Arial Bold 123456789& (name, phone, email, and title). 10 pt Arial ORANGE Comorant Garamond • We use a limit of two titles [If you have various roles at CMYK: 0/59/97/0 the university that involves more than two, it is better to ABCDEFGHI KLMNOP RSTUVWXYZ RGB: 255/121/49 request two separate business cards for separate roles.] abcdefghijklmnop rstuvwxyz HEX/HTML: ff 7931 8 pt Arial 123456789& • We use templates to keep our look consistent BLUE • We do not alter the logo [See Imaging Guide] CMYK: 95/80/0/0 RGB: 0/66/158 • We do not use periods between degree initials [for HEX/HTML: 00429e example, PhD, not Ph.D.] [See Writing Guide]
34 UNIVERSITY of MARY Branding Standards Guide UNIVERSITY of MARY Branding Standards Guide 35 BASIC DESIGN GUIDELINES over-complication. Choose fonts that complement each A pretty simple way to avoid color discord is to use hues Below are some rules to help guide you when creating your own graphics. other and your communication to make for a logical and that have a fairly high degree of contrast. effective design. It’s fine to use strong, contrasting colors, but make sure they can still work in harmony. Don’t disregard readability/legibility Have purposeful hierarchy Never use script/ornate fonts for body copy for aesthetic reasons In design, hierarchy concerns the arrangement of visual Script/ornate fonts are better suited for headlines, rather Don’t think of white space as empty space The primary purpose of design is communication, so it elements in order to signify importance. So, the more than body copy. They are a bit flashier than typefaces Well-used white space can have beneficial effects for makes sense that the readability and legibility of your type important elements are made to hold the most attention designed for body copy, and thanks to this flashiness, they your design. It can put more focus on a specific aspect is a top priority. through scale, color, type, etc., and the least important often better suit a short title, sometimes a subheading, but of your composition; it can let your design ‘breathe’; it never a bulk piece of text. A common mistake is the overuse of capital letters. Not elements are less prominent. can help balance out your elements, or it can add some only do capital letters make the reader feel like they are Creating a hierarchy in your design will help make the There’s a time and a place for script/ornate type, and body sophistication to your design. being YELLED AT, they also hinder the eye’s ability to design more effective. copy is not that place. White space isn’t empty space. In fact, that space can help distinguish letterforms. express emotion and balance without having to be filled in. Always design for your audience Never stretch type One other mistake is type size; the usual offender is type White space can add meaning to your design without being too small. Consider your audience—would they Most designs start out with a plan. Even if it is a Do not stretch your type, in any case. Fonts are built with adding another physical element. have a difficult time reading this type? If you’re unsure, do personal project, a person will often start with the basic attention to the shapes and proportions of each letterform, Don’t disregard the idea of white space; experiment with test prints and ask for feedback. While your eyes may read information. One of the more important elements of a so to distort this by stretching it can just take away from the incorporating it into your design and see if it can work for it perfectly fine, others may not. Overly large type can also plan is “Who am I designing for?” Every design has an effectiveness of the font. you. be difficult to read. intended audience – the people that will be viewing the A lot of the reason people often stretch their type is they design and receiving the communication – so it makes Posters need to provide information at an easy glance. need it to be slightly taller or wider. There is a solution to Don’t use too many effects Making sure the copy is legible is important. sense to keep them in mind. this that doesn’t involve distorting your type. There is an When it comes to designs, a lot of the time, simple is best, Remember that while your design may look good, it might endless supply of any kind of font you could ever want; and this can mean asking yourself “I know I can add this Keep your line lengths short not be the best possible communication for your audience. there are tall fonts, wide fonts and everything in between. to my design, but should I?” Effects like drop shadows, The golden number for body copy line lengths is a Consider the interests of the audience you’re targeting. Avoid color discord bevelling, textures, and gradients all have their time and minimum of six words per line and an average of about place, just not always together. 30-40 characters (including spaces) on each line. Any less Have a consistent font palette More commonly referred to as ‘color clashing’, color discord A common situation where a lot of effects are used is charts and your sentences will be too choppy; any more and you occurs when two colors that are widely separated on the Just as you have a palette of colors, so should you have a and graphs. color wheel are paired together. Discordant colors create a risk your sentences becoming tedious and difficult for the carefully selected palette of fonts. Like colors, certain fonts muddy or ‘vibrating’ effect that makes it a struggle for the Taking out as much as you can without compromising the eye to get through. have certain ‘moods’ or ‘emotions’ associated with them. eye to find the line between each color. communication can refocus your information. Sometimes, A lot of designers recommend that a design in general less really is more. should have a maximum of two to three fonts to avoid
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