Brand Style Guide.Indd

California Baptist University Brand Style Guide <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>A brand is the personality a consumer creates for the organizations or products he or she interacts with. Consumers attribute characteristics to organizations to help themselves understand and then engage or avoid them. Brands can be hopeful, helpful, funny, tired, aloof or cold. Consumers create and revise brand personalities every time they come into contact with the organization. These interactions leave impressions on the consumer’s memory. Visualize the impression a branding iron leaves on the backside of a cow and you begin to appreciate the value of each of your interactions with students, parents, alumni, donors and friends. The CBU Brand Consistency is essential to building and maintaining a strong brand for two reasons. First, consumers compare each new interaction to memories of previous interactions. When each successive interaction reinforces previous interactions, brand strength is increased. When interactions conflict with each other, the consumer is left thinking the brand is confused and weak. Second, competition for the consumer’s mind is fierce with organizations competing for milliseconds of their attention through a steady barrage of commercial messages. Consistency in CBU’s message and presentation improves the viewer’s (or listener’s) comprehension and increases the likelihood he or she will understand our message in the brief moment we have to communicate it to them. This guide has been developed to help every member of the CBU workforce (1) understand that he or she IS the CBU brand, and (2) properly and consistently represent the brand in all visual and verbal communications. These guidelines are not intended to discourage fresh and creative new expressions of the CBU brand but to provide a framework that ensures consistency and continuity across the organization and into the future. <ul style="display: flex;"><li style="flex:1">CBU Brand </li><li style="flex:1">Lancer Athletics Brand </li></ul><ul style="display: flex;"><li style="flex:1">L O G O S </li><li style="flex:1">L O G O S </li></ul>Bell Tower Bell Tower + Institution Bell Tower + Live Your Purpose® College / School College / School + Institution College / School (No Belltower) College / School + Institution (No Belltower) Named College / School Named College / School + Institution Named College / School (No Belltower) Named College / School + Institution (No Belltower) Division / Department / Office CBU Online 410 12 14 16 <ul style="display: flex;"><li style="flex:1">Lancers Shield </li><li style="flex:1">48 </li></ul>52 53 54 55 56 58 64 65 CBU Lancers Shield Lancers Shield + Sport Shield + CBU Lettermark Shield Lancers Lettermark CBU Lettermark CBU Lettermark + Sport Crazies 18 19 20 22 24 25 26 28 29 30 32 33 T Y P E F A C E S Proxima Nova Serpentine 66 67 CBU Online + Institution Live Your Purpose® University Seal C O L O R S <ul style="display: flex;"><li style="flex:1">Approved Color Options </li><li style="flex:1">68 </li></ul>University Student Outcomes A P P A R E L T-Shirts Coaches / Staff Gear 69 69 T Y P E F A C E S Proxima Nova Sabon 34 38 U S A G E <ul style="display: flex;"><li style="flex:1">Small-Scale Logos </li><li style="flex:1">69 </li></ul>70 73 C O L O R S <ul style="display: flex;"><li style="flex:1">Approved Color Options </li><li style="flex:1">40 </li></ul>41 S C H O O L F I G H T S O N G Lance Up, CBU! A P P A R E L T-Shirts C O N T A C T S Questions? <ul style="display: flex;"><li style="flex:1">P L A C E M E N T </li><li style="flex:1">/</li><li style="flex:1">U S A G E </li></ul>Design / Artwork Small-Scale Logos 42 43 A L M A M A T E R <ul style="display: flex;"><li style="flex:1">CBU We’ll Love You </li><li style="flex:1">44 </li></ul><ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Bell Tower Logo The blue and gold CBU bell tower is the primary logo for the CBU brand. The bell tower emulates the one on the James Building, which was the center of CBU’s growing campus for many years. The inclusion of the cross on top signifies our deep Christian faith. Horizontal This is the preferred orientation on all applications. 4L O G O S Bell Tower Alternate Color Combinations These are the three alternate color combinations available for use within any print or digital application. 5<ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Bell Tower Stacked A vertical orientation may be used if spatial constraints require it. 6L O G O S Bell Tower Alternate Color Combinations These are the three alternate color combinations available for use within any print or digital application. 7<ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Bell Tower Safe Zone Always allow enough padding (referenced in light blue) around the logo to avoid unwanted visual tension. This general rule should be applied to any logo or mark. Use the example shown for reference. Scale When possible, make sure the CBU bell tower logo is at least 0.5 inches in height. This keeps legibility of the logo intact. 0.5” 8L O G O S Bell Tower Orientation Precise spacing and sizing of the bell tower and letters create an optimal balance for every application. For that reason, the elements comprising this logo should never be scaled, skewed or shifted. Examples of what not to do are shown to the right. These orientation guidelines hold true for all other approved logos within the CBU brand. Approved Not Approved 9<ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Bell Tower + Institution Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. 10 L O G O S Bell Tower + Institution Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. 11 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Bell Tower + Live Your Purpose® Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. 12 L O G O S Bell Tower + Live Your Purpose® Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. 13 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>College / School Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. 14 L O G O S College / School Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. 15 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>College / School + Institution Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. 16 L O G O S College / School + Institution Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. 17 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>College / School (No Belltower) Horizontal This is the preferred orientation on all applications. Color Combinations These are the two approved color combinations available for use within any print or digital application. College / School (No Belltower) Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the two approved color combinations available for use within any print or digital application. 18 L O G O S College / School + Institution (No Belltower) Horizontal This is the preferred orientation on all applications. Color Combinations These are the two approved color combinations available for use within any print or digital application. College / School + Institution (No Belltower) Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the two approved color combinations available for use within any print or digital application. 19 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Named College / School Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text References In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business). 20 L O G O S Named College / School Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text References In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business). 21 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Named College / School + Institution Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text References In text, use a school or college’s complete name on first reference (e.g., Gordon and Jill Bourns College of Engineering). On any subsequent references, a shortened version may be used (e.g., Bourns College of Engineering or College of Engineering). 22 L O G O S Named College / School + Institution Stacked A vertical orientation should be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text References In text, use a school or college’s complete name on first reference (e.g., Dr. Robert K. Jabs School of Business). On any subsequent references, a shortened version may be used (e.g., Jabs School of Business or School of Business). 23 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Named College / School (No Belltower) Horizontal This is the preferred orientation on all applications. Color Combinations These are the two approved color combinations available for use within any print or digital application. Named College / School (No Belltower) Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the two approved color combinations available for use within any print or digital application. 24 L O G O S Named College / School + Institution (No Belltower) Horizontal This is the preferred orientation on all applications. Color Combinations These are the two approved color combinations available for use within any print or digital application. Named College / School + Institution (No Belltower) Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the two approved color combinations available for use within any print or digital application. 25 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Division / Department / Office Horizontal This is the preferred orientation on all applications. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text Usage The term “Office of the President” refers to the administrative position held by the University’s chief executive. The term “President’s office” describes the workspace assigned for use by the President and related staff. The difference between these two terms is significant and care should be taken always to use the correct term. To determine correct usage remember: • Meetings are sometimes held in the President’s office; • Responsibility for executive leadership of the University resides in the Office of the President. 26 L O G O S Division / Department / Office Stacked A vertical orientation may be used if spatial constraints require it. Color Combinations These are the four approved color combinations available for use within any print or digital application. In-Text Usage The term “Office of the President” refers to the administrative position held by the University’s chief executive. The term “President’s office” describes the workspace assigned for use by the President and related staff. The difference between these two terms is significant and care should be taken always to use the correct term. To determine correct usage remember: • Meetings are sometimes held in the President’s office; • Responsibility for executive leadership of the University resides in the Office of the President. 27 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>CBU Online Logo The blue and gold CBU Online mark is the official logo for CBU Online and Professional Studies. Color Combinations These are the four approved color combinations available for use within any print or digital application. 28 L O G O S CBU Online + Institution Color Combinations These are the four approved color combinations available for use within any print or digital application. 29 <ul style="display: flex;"><li style="flex:1">C A L I F O R N I A B A P T I S T U N I V E R S I T Y </li><li style="flex:1">B R A N D S T Y L E G U I D E </li></ul>Live Your Purpose® Modern This is an alternate wordmark option that can be used within any marketing material. Color Options These are the three approved color options available for use within any print or digital application. 30

Brand Style Guide.Indd

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