Visual Identity

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 department 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 Official Presidental DEPARTMENT NAME GOES HERE office of the College President only. office of the College President 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.

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