Visual Identity

BRANDING GUIDE This guide is designed to help everyone at Principia present our visual identity in a consistent way in all communication materials.

If you have questions or need assistance, please contact the Marketing Department at [email protected]. You can also learn more online at www.principia.edu/marketing. TABLE OF CONTENTS

02 WHAT IS A BRAND? 18 TYPOGRAPHY 03 The Value of Visual Identity Standards 19 Best Practices 04 PRINCIPIA’S VISUAL IDENTITY (LOGOS) 05 The Seal 20 IDENTITY MATERIALS 08 Wheat 20 Letterhead 09 Wordmarks 21 Business and Note Cards 13 Athletic P 22 Digital Letterhead and PowerPoint Templates 14 Panther Art 15 Panther Art + Athletic Typography 23 CONTACT

16 INSTITUTIONAL COLORS 17 Complementary Palettes 2

WHAT IS A BRAND?

A brand is much more than a logo, a name, or a communications platform, though all of these contribute to a brand’s success. A brand grows out of the core values and working philosophy of an organization. It should reflect the passion people bring to their work and the inspiration that unites them in a common purpose. A brand distinguishes an organization, communicating what it stands for, defining the positive experiences someone can expect, and setting it apart from others in its sector.

Branding began as a way to tell one person’s cattle from another’s by means of a hot iron stamp.

Principia has a rich history and unique mission—“to serve the Cause of Christian Science through appropriate channels open to it as an educational institution” (Education at The Principia, p. 228). This mission has guided the institution for over 110 years. Effectively managing Principia’s brand plays a vital role in shaping others’ perception of our institution and engaging our students, parents, donors, alumni, faculty, staff, and the larger Christian Science community locally and abroad. Accurately communicating and protecting our brand are essential to supporting Principia’s current strategic vision and ensuring the institution’s viability far into the future. 3

THE VALUE OF VISUAL IDENTITY STANDARDS

A core part of an organization’s brand is its visual identity. Our name and logos are important assets that are recognized around the world. This branding guide is designed to help everyone at Principia present our visual identity in a consistent way in all communication materials.

Utilizing the visual identity standards provided in this guide will help accomplish three key objectives:

• enable academic units and administrative departments to communicate cohesively and consistently to a diverse range of audiences • differentiate Principia from its competitors in a consistent and effective manner • reinforce Principia’s brand, which, in turn, will support the institution’s growth and strategic objectives 4

PRINCIPIA’S VISUAL IDENTITY (LOGOS)

Principia’s visual identity is distinguished by three specific marks or logos:

1. The Principia Seal One official seal represents all branches of The Principia. It includes the institutional logotype (“The Principia”), the year the institution was established (1898), and Principia’s motto, “As the sowing, the reaping.”

2. The Principia Wordmarks Three wordmarks represent the three distinct branches of Principia: an overarching institutional wordmark, “The Principia”; a College wordmark, “Principia College”; and a School wordmark, “Principia School.” These wordmarks use a specific visual typeface that cannot be replicated from any available font, so the correct artwork must always be used.

3. The Athletic P Two official P’s represent College and School athletics. The Principia School P is gold with a blue outline surrounding the letter. The Principia College P is blue with a gold outline and a gold circle that must always appear with and surround the P. These P’s cannot be replicated from any available font, so the correct artwork must always be used. THE SEAL 5

OLD SEAL UPDATED/REVISED SEAL

CORE DEFINING ELEMENTS

The Principia seal consists of a sheaf of wheat, the insitution’s wordmark, the year Principia was established, and our motto, “As the sowing, the reaping.”

The default size of the seal should be a height of 1.25” for printed materials in order to present a consistent visual identity. In some in- stances, the wordmark may be presented in other sizes; however, it should never be reduced beyond .875” in order to preserve legibility. It should not be redrawn, digitally manipulated, or altered in any way, and it must always be used from a digital master file. The seal is available in eps and jpeg formats.

You can find the seal under Graphic Standards and then Logo Standards on the Marketing Department website: www.principia.edu/marketing. 6 THE SEAL

1.25” default height

1.25” default height

The seal can appear in the colors shown here: black, reversed out to white, or as a duotone image with Principia blue (295 PMS), Principia gold (872 PMS). For more information on institutional colors, see page 16. THE SEAL—MAINTAINING THE EXCLUSION ZONE 7

In order to maximize its visual presence, the seal requires a surrounding area .25” exclusion zone clear of any other graphic elements or text. This area is known as an exclusion zone. Allowing for the exclusion zone is essential to preserving the look of the seal, so the exclusion zone must be maintained at all times. .25” exclusion zone

The minimum exclusion zone is 1/4” on each side of the seal. This minimum clearance protects the seal. It’s fine to use a larger exclusion zone, but never less than 1/4” of clearance on all sides. .25” exclusion zone The seal is used on many different printed materials, products, and webpages. The exclusion zone must be preserved in each instance in order to give the seal clarity and presence across a variety of platforms. .25” exclusion zone

The exclusion zone is a minimum amount of clearance, not a placement guide. For guidance in positioning the seal with a wordmark (and possibly a depart- ment name), please see page 11. 8 WHEAT

cropping zone The sheaf of wheat should never be used by itself as a substitute for the seal. The Principia seal should always be used as a whole, including the wordmark, date, and motto.

The sheaf of wheat can sometimes be used as a graphic device or watermark in printed publications where there are no images to complement the text. In this case, it should typically be cropped, used as a watermark, and printed bleeding off the page, extending upward from the bottom, right corner.

cropping zone WORDMARKS 9

A wordmark is a stylized treatment of an institution’s name. Principia’s main wordmark is designed to reflect its unique identity as the only School and College for Christian Scientists in the United States. The wordmark is based on the lettering created for the original sign welcoming people to Principia’s “country” campus.

The wordmark was created to reproduce well in a range of different sizes, colors, and formats. Alteration or improper use of the wordmark can diminish its value and dilute Principia’s visual brand. The wordmark is a custom-designed element with set spacing and formatting. No typeface can replicate it, so the wordmark should always be reproduced using an approved electronic file. 10 WORDMARKS

Principia has three official wordmarks: “The Principia,” “Principia School,” and “Principia College.” The School and College wordmarks have both linear and stacked formats.

You can find Principia’s offical wordmarks under Graphic Standards and then Logo Standards on the Marketing Department website: www.principia.edu/marketing. Stacked Version Stacked Version WORDMARKS—USED WITH THE SEAL 11

The options below show the only acceptable uses of the seal with a wordmark. The seal should never be used with more than one wordmark at a time. 12 WORDMARKS—USED WITH DEPARTMENT LOGOS

Department and office names tied to the College and/or School wordmarks are available from Principia’s Marketing Department.

DEPARTMENT NAME GOES HERE Department logos that include the seal are preferred over the logo without the seal. However, when situations arise where the seal would not reproduce well, it should be removed. Examples with DEPARTMENT NAME GOES HERE and without the seal are provided here.

Official Presidental Seal - to be used by the DEPARTMENT NAME GOES HERE office of the College President only.

DEPARTMENT NAME GOES HERE

DEPARTMENT NAME GOES HERE

OFFICE OF THE COLLEGE PRESIDENT

DEPARTMENT NAME GOES HERE ATHLETIC P 13

The Principia Athletic P is to be used exclusively by the School and College Athletic Departments. The Athletic P must not be modified in any way. No other logos—such as the College or School wordmark or the Principia Panther—should be used in place of the School and College Athletic P, and no other departments should use the Athletic P as a brandmark.

You can find the Athletic P logos under Graphic Standards and then Logo Standards at www.principia.edu/marketing. For assistance or questions, please contact the Marketing Department at [email protected].

PRINCIPIA COLLEGE ATHLETIC P PRINCIPIA SCHOOL ATHLETIC P

The Principia Collegel P is defined as a ‘P’ with an outer circle The Principia School P is defined as a stand alone ‘P’ with navy surrounding it. The circle and P have a gold outline and the P has a outline and gold fill. This ‘P’ cannot be replecated with any navy fill, while the circle fill color should remain white. This ‘P’ cannot standard font, and must be reproduced using the artwork found be replecated with any standard font, and must be reproduced using on the Marketing website. the artwork found on the Marketing website. 14 PANTHER ART

The Principia Panther is the official mascot for Principia School and College. The official graphic representations of the Principia Panther and Panther Paw were adopted and approved in November 2012.

This art cannot be altered, tweaked, or changed in any way and must be used in the format provided. If you have questions, would like to explore potentially acceptable variations, or want to discuss proper uses of this art, please contact the Marketing Department at [email protected].

You can find the Panther artwork under Graphic Standards and then Logo Standards at www.principia.edu/marketing.

Standard Panther Paw (in the only three acceptable colors)

One-Color Format

Standard Panther Head PANTHER ART + ATHLETIC TYPOGRAPHY 15

Standard School Panther Art

Standard College Panther Art

ATHLETIC TYPOGRAPHY

Principia uses two standard athletic typefaces: Freshman and Nevis. Please contact the Marketing department, or have your vendor work directly with the Marketing department to get these font files.

FRESHMAN NEVIS BOLD 16

INSTITUTIONAL COLORS

Principia has two core institutional colors—a specific gold and blue—that represent the School and College. These form the Pantone 872 C color base for Principia and should be used for standard corporate CMYK: C=20 / M=30 / Y=70 / K=15 RGB: R=180 / G=151 / B=90 communications. WEB: #a3874a

A set of tonally brighter and muted colors has been developed to complement our two core colors. These complementary palettes can be found on the next page. Pantone 295 C CMYK: C =100 / M=87 / Y=33 / K=23 RGB: R=28 / G=53 / B=100 EXPLANATION OF THE COLOR BREAKDOWNS WEB: #003366 Pantone: Spot color use for off-set printing CMYK: Process color used for digital and off-set printing RGB: Digital and photo printing Hexadecimal: web color 17

TYPOGRAPHY

Principia uses two standard typefaces: Adobe Garamond Pro (a serif font) for body copy and Helvetica Neue (a sans serif font) for headlines and pull-quotes. These are recommended as the primary fonts in all print publications developed on a Macintosh. For written communications or publications developed on a PC, the standard typefaces are Times New Roman (a serif font) for body copy and Arial (a sans serif font) for headlines and pull-quotes.

Adobe Garamond Pro Helvetica Neue

Regular Bold Ultra Light Regular Bold Italic Italic Bold Italic Ultra Light Italic Italic Condensed Bold Light Medium Condensed Black Mac Users Semibold Light Italic Bold Semibold Italic

Times New Roman Arial

Regular Narrow Bold Italic Italic Regular Black Italic PC Users Bold Bold Italic Bold 18 BEST PRACTICES

BODY COPY SIZE UNJUSTIFIED TEXT

The institutional standard size for body copy Always use unjustified text, is 11 pt. which produces a ragged left The quick brown fox jumped margin as shown below: The maximum body copy size should not over the lazy dog. The quick exceed 12 pt. and should never be smaller brown fox jumped over the than 10.5 pt. The quick brown fox jumped lazy dog. The quick brown fox over the lazy dog. The quick jumped over the lazy dog. The brown fox jumped over the quick brown fox jumped over lazy dog. The quick brown fox the lazy dog. The quick brown jumped over the lazy dog. The fox jumped over the lazy dog. quick brown fox jumped over the lazy dog. The quick brown fox jumped over the lazy dog. READABILITY

Lowercase letters, with their ascenders and descenders, make it easy for the eye to process word formations.

UPPERCASE LETTERS HAVE NO VARIETY OR OUTLINE AND THEREFORE ARE HARDER TO READ.

If necessary, headlines may use all uppercase letters. Never use all capital letters in body copy. IDENTITY MATERIALS—LETTERHEAD 19

13201 Clayton Road 314.434.2100 Principia has a standard suite of identity St. Louis, MO 63131 www.principia.edu materials. It includes letterhead and envelopes, business cards, note cards, digital letterhead, and templates for PowerPoint presentations. 13201 Clayton Road 314.434.2100 St. Louis, MO 63131 www.principiaschool.org Principia School letterhead does not have a customized Customized letterhead, envelopes, business option. cards, and note cards can be ordered through the Principia Copy Center.

One Maybeck Place 618.374.2131 Elsah, IL 62028 www.principiacollege.edu

Customized Letterhead Personalized Phone Number Toll-Free Number If Needed Information

OFFICE OR DEPARTMENT NAME 13201 Clayton Road 314.434.XXXX Toll Free: 800.XXX.XXXX ONE OR TWO LINES St. Louis, MO 63131 Fax: 314.XXX.XXX www.principia.edu/customizedlinkifneeded

Fax or Toll-Free Number Customized URL Link or Site 20 BUSINESS CARDS

The Copy Center can create personalized business cards based on the template below. Please provide the Copy Center with the following information exactly as you wish it to appear on your card: first and last name, department, title, office number, cell number (if desired), toll-free number (if applicable), fax number (if applicable), and your e-mail address.

To obtain business cards, please fill out the Copy Shop order form at www.principia.edu/copyrequest.

Firstname, Lastname Firstname, Lastname Department Department Title Title One Maybeck Place, Elsah, IL 62028 13201 Clayton Road, St. Louis, MO 63131 Office: 000.000.0000 Ext. 0000 Cell: 000.000.000 Office: 000.000.0000 Ext. 0000 Cell: 000.000.000 Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000 Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000 [email protected] [email protected]

Firstname, Lastname Department Title One Maybeck Place, Elsah, IL 62028 Office: 000.000.0000 Ext. 0000 Cell: 000.000.000 Toll-Free: 800.000.0000 Ext. 0000 Fax: 000.000.000 [email protected] www.principia.edu NOTE CARDS AND THANK YOU CARDS 21

The Copy Center can create personalized cards based on the template below. Personalized note cards include first and last name only and are printed on 5” x 7” white card stock. Institutional thank you cards are printed at a 10 x 7 size and folded in half to a final size of 5 x 7 with a blank inside (personalized messages can be requested via the Copy Center).

To obtain note and thank you cards, please fill out the Copy Shop order form at www.principia.edu/copyrequest.

FirstNAME LAstNAME 22 DIGITAL LETTERHEAD AND PPT PRESENTATIONS

Principia letterhead templates should be used for official digital communications. (These are Microsoft Word document templates.) Either substitute your department name for the line that says “Department name goes here,” or delete that line entirely. In addition, be sure to delete the reminder about what font to use.

A PowerPoint presentation template is also available.

You can find Principia’s digital letterhead and PowerPoint templates under Graphic Standards and then Templates on the Marketing Department website: www.principia.edu/marketing. CONTACT

You can find all necessary downloads, files, additional branding details, and related information on the Marketing Department website: www.principia.edu/marketing.

For branding questions, assistance with logos and files, or for design support, please contact the Marketing Department at [email protected].

In addition, please contact the Marketing Department for all external marketing projects (i.e., those going to an off-campus audience); any projects involving integrated communications strategies, planning, and consulting; all online marketing via Principia’s website and social media outlets; advertising; brand management; direct marketing; and publication and print design.

For design projects specific to Principia’s internal audience (faculty, staff, and students) or for general copy projects, contact the Principia Copy Shop, located on the College campus. You can find information about and submit requests for services online at the Copy Shop’s website: www.principia.edu/mailcopy.

Copy Shop requests might include, but are not limited to, copy projects, business cards, letterhead and envelope orders, and the design of flyers or programs for on-campus activities and athletic events at the School or College. www.principia.edu/marketing