Brand Standards Lansing Community College 411 N. Grand Ave. Lansing, Mich. 48933 — Communications and Marketing Department Paula D. Cunningham Administration Building, Suite 205, 610 N. Capitol Ave. Lansing, Mich. 48933 [email protected] 517-483-1178 Content LANSING COMMUNITY COLLEGE 01 BRAND STANDARDS 02 —————— 07 34 —————— 39 62 —————— 67 VISUAL Print Editorial IDENTITY Accessibility Approach Brand Overview Typeface and Font Inclusive Language What Drives Our Brand White Space Email Style LCC’s Identity Marks Tables Web Writing Body Copy, Headings Public Audiences/External and Subheadings Social Media PDFs on the Web 08 —————— 23 68 —————— 75 COLLEGE 40 —————— 47 MARKS Style Guide Institutional Logo COLORS Stars Logo Institutional Colors College Emblem Web Color Palette 76 —————— 79 Divisional Wordmarks Secondary Print Color Scheme Visual Aesthetics Incorrect Logo Uses lcc policy Sub-Logos 48 —————— 53 guideline Nondiscrimination Language 24 —————— 33 PHOTOGRAPHY Visual Presence Typography Subject Matters San-Serif Typeface Typography Standards 54 —————— 61 Design Terminology Visual Identity LANSING COMMUNITY COLLEGE BRAND STANDARDS 02 — 07 02 — 03 VISUAL IDENTITY + Brand Overview + What Drives Our Brand – Brand Ambassador + LCC’s Identity Marks – Institutional logo – Stars logo – College emblem Visual Identity LANSING COMMUNITY COLLEGE 03 BRAND STANDARDS The Brand Standards Guide introduces you to the college logo, what it means and how to use it properly in communication materials. Generated from the strategic plan, the institutional logo is a distinctive, meaningful and authentic way we communicate about LCC. This document presents simple tools you can use to ensure the logo is presented with strength and consistency. At LCC, our mission guides These guidelines were Each of us shapes our purpose. We are developed to aid members and shares the educators and community of the LCC community as Lansing Community leaders, dedicated to they communicate on behalf providing high-quality of the college, while offering College story. education and enrichment flexibility for departments opportunities to benefit and programs to tell their our community. Since own stories. As you create our founding, LCC has and communicate via encouraged students brochures, posters, flyers, to value their worth, signage, emails, social investigate new ideas and media and more, these pursue their passions. guidelines will help you connect your story to the A common identity collective LCC identity. reinforces our mission. The purpose of these guidelines is to ensure that as we tell our individual departmental stories, a recognizable, collective LCC story is revealed, advancing LCC’s reputation for excellence. Visual Identity LANSING COMMUNITY COLLEGE 04 BRAND STANDARDS Our Programs LCC is a top-ranked educational institution where students and instructors fully explore the depth and WHAT DRIVES breadth of each subject, OUR BRAND? one course at a time. Our People Here, curious, driven and adventurous learners foster meaningful relationships, working together toward maintaining a standard of excellence in education. Our Community Our primary focus is strengthening the community by providing a positive learning experience. The Learning Commons, advanced technology centers, simulation labs and unique study spaces on LCC’s beautiful campuses produce an environment centered on success. Visual Identity LANSING COMMUNITY COLLEGE 05 BRAND STANDARDS It is also important to with someone, we have an Understand the remember our brand is about opportunity to reinforce importance of much more than logos, the LCC brand. Over the community when colors and typefaces. Our decades, our employees brand image is reflected in have built a powerful brand carrying the the way people think, feel around the concepts of LCC brand as and respond when they innovation, excellence, hear "Lansing Community accessibility and making ambassadors. College." We want our a difference for others. audiences to associate those words with an organization In order to succeed in the dedicated to making the future, we must commit community and the world ourselves to these core a better place for all. principles. It is only through this sustained effort that Every LCC employee is a we can fulfill our vision, brand ambassador. Each "serving the learning needs time one of us represents the of a changing community." college when communicating Visual Identity LANSING COMMUNITY COLLEGE 06 BRAND STANDARDS Our brand communicates The institutional logo Communicate who we are, our purpose serves as the core of the our brand visually and our desire to connect Lansing Community College with consistent with the community. More visual identity. A graphic importantly, it is how others representation of stars use of our college perceive us. Our logo marks coupled with “Lansing identity marks are one way we present Community College” gives ourselves and make a our logo a unique look that connection with others. The distinguishes the college LCC identity is represented from other institutions. It by three distinct marks: the reflects our location at the institutional logo, the Stars heart of Michigan’s capital logo and the college emblem. city, while highlighting the path of our students’ success starting here. Visual Identity LANSING COMMUNITY COLLEGE 07 BRAND STANDARDS IDENTITY MARKS Displayed on the right are the institutional logo, Stars logo and the college emblem. The institutional logo serves as the primary identity mark of the college. It is designed to clearly reflect the all- encompassing reach of our learning community. The Stars logo promotes our athletics program, school spirit and sports teams. The college emblem communicates our academic purpose as well as the history of the institution. Departments and offices are required to use the institutional logo as the primary brandmark for LCC. Use of the Stars logo is reserved for the Athletics Department only. The college emblem is used as the visual identity of the college in formal situations. For a more detailed description of all college marks, see pages 08-23. College Marks LANSING COMMUNITY COLLEGE BRAND STANDARDS 08 — 23 08 — 09 COLLEGE MARKS + Institutional Logo + Stars logo + College emblem + Lockups + Visual Aesthetics + Incorrect Logo Uses + Sub Logos College Marks LANSING COMMUNITY COLLEGE 09 BRAND STANDARDS College Marks LANSING COMMUNITY COLLEGE 10 BRAND STANDARDS INSTITUTIONAL LOGO The considered and consistent application of this logo reinforces LCC’s collective identity. Using the correct logo for right situation is important. Dotted lines and grayed Printed Minimum It allows the logo to be out sections represent the Width: 1 in. recognized and strengthens minimum amount of clear Digital Minimum the college’s visual identity. space required around Width: 125 px. Learn the proper uses for the institutional logo. This each by understanding and ratio should remain the The institutional logo may following these guidelines. same when the logo is not be used at sizes smaller resized smaller or larger. than specified. Inches (in.) represent minimum width Minimum ratio of space for printed media. Pixels around the logo. Define (px) represent minimum x from the perspective width for digital media. width of the "G" in Lansing and use as a guide for marginal spacing. College Marks LANSING COMMUNITY COLLEGE 11 BRAND STANDARDS Use the specific college LCC institutional logo Certain mark variations colors, specified as PMS variations: standard, may work better with colors (Pantone® Matching reverse, black and white. different production System). A more in-depth Logos are displayed on processes. Please consult look at the college’s considered backgrounds the Communications and color palette can be to improve visual contrast. Marketing Department found on pages 42-43. to ensure proper use of Single-color variations the institutional logo. of the logo (black and white) are intended for embroidery and decals. PMS 280 Blue PMS 432 Gray PMS 285 Blue College Marks LANSING COMMUNITY COLLEGE 12 BRAND STANDARDS STARS LOGO The Stars logo is the visual identity of our Athletics Department. Our college's iconic symbol is a star. The Stars logo is used on athletic communications and materials including apparel, schedules The dotted lines and Printed Minimum and uniforms. This logo grayed out sections Width: .75 in. should only be used in represent the minimum Digital Minimum association with athletics. amount of clear space Width: 125 px. required around the Stars logo. This ratio The Stars logo may not should remain the same be used at sizes smaller when the logo is resized than specified. Inches (in.) smaller or larger. represent minimum width for printed media. Pixels Minimum ratio of (px) represent minimum space around the logo. width for digital media. Generally define x from the perspective width above the second "S" and use as a guide for marginal spacing. College Marks LANSING COMMUNITY COLLEGE 13 BRAND STANDARDS The Stars logo variations: Use the specific college Certain mark variations standard, reverse, black colors, specified as PMS may work better with and white. Logos are colors (Pantone® Matching different production displayed on considered System). A more in-depth processes. Please consult backgrounds to improve look at the college’s the Communications and visual contrast. color palette can be Marketing Department found on pages 42-43. to ensure proper use of the Stars logo. Single-color variations of the logo (black and