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Identity Guidelines [Version 1] // Sept., 2019 Message Objectives Identity guidelines [Version 1] // Sept., 2019 Carey Business School identity guidelines / v.1 Sept., 2019 | 1 Table of contents Introduction ........................... 3 Color ...................................... 23 Photography ........................42 Editorial style highlights ....70 Manifesto ................................4 Candids ..................................43 Differentiator .......................... 5 Portraits ................................ 44 Brand foundation ...................6 Leading lines .........................46 Design resources Brand framework.................... 7 Secondary graphics ............ 27 Environmental portraits ......47 and samples ......................... 76 Brand personality ...................8 Johns Hopkins signature .....28 Retouching ............................48 Email signature ......................77 Tagline .....................................9 Shield .....................................29 Color correction ....................49 Powerpoint............................ 78 Color mask technique ..........50 Dynamic emails .................... 79 Photography collections ......80 Display banners ....................81 Logo and architecture ........ 10 Design elements ..................30 Video .....................................54 Physical space .......................82 File formats ........................... 11 Arrow element ...................... 31 Lower thirds ..........................55 Swag ......................................83 Clear space ............................ 12 Type as texture .....................33 Motion graphics ....................56 Logo hierarchy ...................... 14 Illustration .............................34 Logo treatments ................... 15 Iconography ..........................35 Resource Overview .............84 Preferred unit emphasis ...... 16 Data visualization .................36 Voice and tone ..................... 57 Naming ...................................17 Message objectives ..............58 Look and feel systems .........18 Tone of voice attributes .......66 Phase two additions ............85 Graphic identifiers ................ 19 Style ....................................... 67 Cobranding ...........................20 Typography ..........................38 Words we use ........................68 Student event branding ....... 21 Elevator pitch ........................69 Student group names and logos ............................... 22 Carey Business School identity guidelines / v.1 Sept., 2019 | 2 CANDID PHOTOGRAPHY Retouching and Adjusting Tones, Color, and Contrast Introduction ORIGINAL IMAGE Our brand is our promise. STEP 1 STEP 2 STEP 3 STEP 4 Open the image in Photoshop and Apply a Brightness/Contrast Pump up pops of color. You can Apply a warming or cooling photo It’s who we are, and it remove unnecessary distractions adjustment layer and adjust levels enrich overall color by using a filter (see guide below) and spot such as non-university logos or wall in the Properties panel. Do not Vibrance adjustment layer and retouch any additional areas. inspires everything we do. fixtures to create a cleaner look. exceed +5 for brightness and setting the blending mode to These guidelines explain the +15 for contrast. Luminosity, or edit individual hues by using a Selective Color fundamental principles of our adjustment layer. brand. Using these guidelines ensures a consistent andRETOUCHED IMAGE engaging experience with every interaction. QUICK TIPS Follow the photography guidelines when shooting It is imperative that all or sourcing imagery to ensure consistency. stakeholders understandThe and Selective Color adjustment layer is a quick way to adjust builds of individual colors within an follow these guidelines.image. DecreasingENVIRONMENTAL theThoughtful level of black PORTRAITS within colorsInquisitive Confident TOO COOL TOO WARM will brighten the hue.Overview LEARN MORE: Environmental and cinematic portraits add an aspirational component to Please reach out to theApply masks to anythe brand,adjustment and should be used tolayers highlight the to global target impact of student and USING PHOTO FILTERS alumni stories. Images should be shot wide and straight-on with a good Marketing and Communications office.spot areas of colorsense within of the environment, the image. capturing the subjects in a compelling moment. Imagery should skew slightly warm but not feel unnatural. Look at the skintones, whites, and neutrals in your photo to determine how warm with any questions you may have. WHEN SOURCING ENVIRONMENTAL PORTRAITS, KEEP IN MIND THE or cool an image is. Use the visual guide above to adjust photos with a warming or cooling photo filter adjustment layer in Photoshop. FOLLOWING GUIDELINES: Build for what’s next [email protected] • Use photos with wide compositions 24 • Feature diverse individuals • Use photos that have been shot straight-on or with a very slight angle from above or below only • Use consistent lighting PRO TIP: Throughout this guide, when we • Look for ways to add pops of color in environment or subjects refer to “school” we are referencing the • Have purposeful compositions Johns Hopkins Carey Business School. When • Make sure the subject of the image is the focal point we refer to “university” we are referencing the larger Johns Hopkins University Carey Business School identity guidelines / v.1 Sept., 2019 | 3 PHOTOGRAPHY 26 Our story Johns Hopkins Carey Business School is not the average business school. LEARN MORE: about the Just as Johns Hopkins was not the average business man. Johns Hopkins Carey Business School legacy Johns Hopkins’ mother saw her child’s innate business ability and pushed at carey.jhu.edu/about/ him to “go where the money is.” After arriving in Baltimore, Johns quickly johns-hopkins-legacy advanced from store clerk to finance capitalist and ultimately bank president. Before Johns Hopkins was a hospital or a university, Johns was a businessman building for what’s next. Even after he made his fortune, he remained committed to creating lasting value. It was that quest to build for what’s next that drove Johns to create America’s first research university and set a new course for education. W.P. Carey also saw the chance to create lasting value for business education and by pledging his support ensures that the future generations will have the same opportunity, like Johns, to thrive within change and advance society. That vision of building for tomorrow continues with the Johns Hopkins Carey Business School. Together, we build for what’s next. Carey Business School identity guidelines / v.1 Sept., 2019 | 4 Brand differentiator We are uniquely poised to solve tomorrow’s business challenges today. We are forward- We have a legacy thinking with of excellence with the ingenuity the global power and drive of a of Johns Hopkins’ modern discoveries and business school. impact. Carey Business School identity guidelines / v.1 Sept., 2019 | 5 Brand foundation Promise: We shape leaders who seize opportunities to create lasting value in an ever-changing world. Mission: We expand Johns Hopkins University’s pursuit of research, discovery and education through dynamic learning opportunities, innovative faculty, and interdisciplinary collaborations to help shape leaders who seize opportunities to create lasting commercial and societal value. Values: RELENTLESS BOUNDLESS UNWAVERING COLLABORATIVE ADVANCEMENT CURIOSITY HUMANITY LEADERSHIP Challenge the status quo. Have a hungry mind, wired Commit to business with Foster an inclusive Carey builds on Johns for exploration, always humanity in mind. environment. Hopkins University’s seeking, discovering, and Carey advances society Carey builds passionate tireless pursuit of innovating. and shapes leading teams across the Johns excellence. Carey embraces continuous citizens. Hopkins network to learning and a constant develop dynamic business pursuit of knowledge. solutions. Carey Business School identity guidelines / v.1 Sept., 2019 | 6 Brand framework OUR BRAND Brand is how students, staff, faculty, and the community perceive and value the school. It’s the emotional connection to the school. Our brand is our reputation, and our brand value dictates why and how often individuals engage with the school. OUR BRAND PERSONALITY Brand personality is the set of human characteristics embodied by the brand. What is your impression of Carey? That’s our brand personality. OUR BRAND IS EXPRESSED BY Brand objectives determine what content, Voice is our unique expression of Carey Style is Carey’s look and feel. It spans from but not verbatim language, to convey to a through words and imagery. Our voice rules for visuals and logo use to grammar specific target audience. This is your starting should embody the brand personality and preferences. point to ensure your content is on brand. always drives how we communicate. OUR BRAND FOUNDATION IS BASED ON Mission is the declaration of Carey’s Promise outlines what you can expect from Values are the foundation of everything we purpose. It is our north star in all that we do. Carey. Our brand promise differentiates us do and ground us to our mission. Our values from competitors and holds us accountable are why we wake up every day to build for to our students, faculty, staff, and the what’s next. community. Carey Business School identity guidelines / v.1 Sept., 2019 | 7 Brand personality WE ARE BOLD WE USE VIBRANT COLORS: OUR TONE OF VOICE IS: WE VALUE: RELENTLESS Confident We are optimistic
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