STRATEGY 4 MESSAGING 7 TOOL KIT 19 BRAND & IDENTITY LOGOS 31 COLOR 41 APPLICATIONS 42 FROM THE PRESIDENT Greetings, Telling Berry’s story authentically and persuasively has always been a priority for us. And our story remains special. At our founding, Martha Berry partnered with students: she provided educational opportunity, and they helped build the school. That same collaborative mindset guides what we do today. But timeless as these values are, we recognize that modes and styles of communicating them are constantly changing. To stay on point as we spread the word about Berry, we have reflected carefully on what is most true about us, and about how we can most effectively share it with others. While our efforts are most frequently referred to as “branding” (often associated with “creating”), I would contend that it has been closer to “uncovering.” The process that has led to the work on the following pages has been disciplined and thorough. We have looked within, listening carefully to those who know the college best—our Berry family—as well as those who are just meeting us, so that we can better understand how Berry’s value promise resonates with them. And while we have found new and relevant ways of talking about the Berry experience, the power of connecting learning to doing and the deepened sense of purpose we gain by reflecting on our work remains at the heart of our story. Through these brand and identity tools, we have an opportunity to reenergize our communications and to remind ourselves of what we hold most closely. The language, images and symbols we have chosen, as you will see, draw upon our past for inspiration. For all who contributed to this renewed Berry brand and identity, I offer my sincere thanks. You have made this college that we hold dear even stronger. Sincerely, Dr. Steve Briggs PRESIDENT STRATEGY 4 Positioning Statement 4 Vision Statement 5 Value Proposition 6 MESSAGING 7 Theme and Essence 7 Elevator Speech 8 Brand Promise 9 Personality 10 Pillars 11 Portrait of the Graduate 12 Narrative 13 BRAND Anthem 14 Talking Points 15 Boilerplate 16 Our brand is a communications platform rooted in the Creative Expression fundamental truths of Berry and poised Platform 17 to define and distinguish us in our current marketplace. Social Media 18 TOOL KIT 19 Headline Theory 19 Editorial Style 20 Typography 21 Color Palette 22 Graphics for Admissions Communications 24 Graphics for Alumni Communications 25 Image Theory 26 Video Theory 28 Sample Marketing Formats 29 3 STRATEGY POSITIONING STATEMENT The rational, plainspoken, detailed articulation A CULTURE OF of what Berry is today. MENTORSHIP THAT INTEGRATES IMMERSIVE INTELLECTUAL AND PERSONAL DEVELOPMENT WITH HANDS-ON WORK AND LEADERSHIP EXPERIENCES IN A WARM AND FAITH-ENCOURAGING COMMUNITY ON A BEAUTIFUL AND WELL-RESOURCED CAMPUS. 4 STRATEGY VISION STATEMENT The grounded, realistic articulation of what Berry seeks to become. BERRY PROVIDES AN UNDERGRADUATE EDUCATION THAT IS NOT JUST UNIQUE BUT ALSO IMPOSSIBLE TO DUPLICATE. ITS INTENTIONAL INTEGRATION OF THE INTELLECTUAL, PRACTICAL AND PERSONAL DIMENSIONS OF THE STUDENT EXPERIENCE—AND ITS CAMPUS-WIDE COMMUNITY OF MENTORS—ARE DRIVERS OF LIFELONG SUCCESS. 5 STRATEGY VALUE PROPOSITION What makes us compelling and attractive BY WORKING ALONGSIDE to the marketplace or “Why choose Berry?” MENTORS AND FELLOW STUDENTS TO FUEL THE ENTERPRISE BEHIND THEIR OWN EDUCATIONS, BERRY STUDENTS GAIN THE INITIATIVE, JUDGMENT AND COMPLEX-PROBLEM SOLVING SKILLS THAT DISTINGUISH THEIR PROFESSIONAL AND PERSONAL LIVES. 6 MESSAGING THEME The highest-level distillation of Berry’s value. To be used in formal communications when supported by content that gives it meaning. Additional pairings might support: Compact, Mentorship, LEARN IT WELL. LifeWorks, Campus KEEP IT ALWAYS. ESSENCE These core brand attributes provide a useful benchmark when gauging the authenticity of the stories we tell about Berry. ENDURING MISSION. UNDERSTANDING BASED IN PRACTICE AND REFLECTION. GROUNDED AND FAR-REACHING. 7 MESSAGING ELEVATOR SPEECH A brief accounting of the college’s most distinctive features and benefits. THE BERRY EDUCATION IS IMPOSSIBLE TO REPLICATE. It is grounded in a partnership between the college and its students. The college provides rigorous intellectual inquiry; up to eight semesters of paid, practical work experience; and a framework for students to build their own four-year plan for personal and professional success. Supported by a caring community that values mentoring and constructive advice, Berry students become committed to making this campus of tremendous beauty and opportunity—and each other—better. The result is graduates who are agile learners, grounded in purpose, with a stellar work ethic. 8 MESSAGING BRAND PROMISE Berry’s COMMITMENT TO PERSONAL, PRACTICAL AND PROFESSIONAL DEVELOPMENT is realized through rigorous intellectual exploration, selfless contributions from a wide network of mentors and hands-on learning experiences that instill a lifelong work ethic while building highly valued and widely relevant career and interpersonal skills. 9 MESSAGING VOICE Use these words as guidance when calibrating the tone and personality of our brand communications. THOUGHTFUL. CARING. DETERMINED. RESOURCEFUL. PLAYFUL . POSITIVE. GROUNDED. 10 MESSAGING PILLARS The key elements of the Berry experience. When considered together, they place the college in a category of one. A FOUR-YEAR PLAN FOR INTELLECTUAL, PROFESSIONAL AND PERSONAL DEVELOPMENT. A COMMUNITY OF ADVISORS AND GUIDES WHO BECOME LIFELONG RESOURCES. EIGHT SEMESTERS OF HANDS-ON, SKILLS-BUILDING, PAID, LEARNING EXPERIENCES. SPACE, BEAUTY AND UNIQUE RESOURCES THAT INSPIRE AND ENRICH. 11 MESSAGING PORTRAIT OF THE GRADUATE A set of personal characteristics and qualities that most often result from the Berry experience. SELF-MOTIVATED LEARNERS. CREATIVE, SELF-AWARE AND PRACTICAL PROBLEM SOLVERS. EXPERIENCED LEADERS WITH RELATIONAL INTELLIGENCE. ETHICAL PRACTITIONERS OF THEIR FIELDS. KNOWLEDGABLE, RESILIENT AND RESPONSIBLE ADULTS EQUIPPED FOR SUCCESS. 12 MESSAGING NARRATIVE IT BEGINS WITH OUR FOUNDING. By supplementing the brand pillars with these (We help establish credibility by telling the story of Martha and the secondary messages, we tell a more complete purposeful exchange between Berry and its first students.) and compelling version of Berry’s story. WE RECEIVE AS WE GIVE. (Mentorship and reciprocity are the foundation of The Berry Compact.) WE VALUE THE FUNDAMENTALS. (LifeWorks enables students to build a portfolio of experiences with increasing responsibility attached to them.) WHAT WE LEARN IS MADE DEEPER AND LONG-LASTING BY THE WAY WE LEARN IT. (Understanding is informed by experience and strengthened through reflection.) WE HAVE A PLAN—FOR YOU TO HAVE YOUR OWN PLAN. (We will guide you in developing your own four-year educational pathway.) WHEN CONFRONTED WITH A CHALLENGING PROBLEM, WE CAN DRAW ON WISDOM BEYOND OUR OWN. (Berry’s community of mentors—peers, faculty and staff, alumni—model for our students the qualities they most admire.) GRATEFUL MEMBERS OF A RESPECTFUL COMMUNITY WHO INHABIT UNMATCHED BEAUTY AND SPACE. (The Berry campus is a significant influence on our learning and outlook.) WE ARE PREPARED FOR WHAT’S NEXT (Having gained experience by working our way up, Berry graduates are ready, agile and adept.) 13 MESSAGING It’s a way of looking at the world. To cherish the natural world, having lived and ANTHEM learned in a place of inspiring beauty. Think of this as overarching “spirit” language, The opportunities it has to offer. encapsulating Berry’s values and viewpoint. (The title And what we can offer in return. To leave this place better than we found it. is drawn from one of Martha Berry’s final letters.) It’s who we’ve always been. These ideals are our engine and compass. And what we’re constantly becoming. They are never out of style. It invites us to look back, and to gaze within. It is this work that makes our days remarkable. To do our best in everything we do. There, we find resilience. Confidence. Purpose. In every walk of life. The call to chart a course and make a difference. “ CARRY Whether creating, innovating, leading or It is simple. Straightforward. serving, we add value to our professions, to Honest. Unapologetic. our communities, to our families, to ourselves. ON THE It is a mandate, a challenge to which Because how we learn, the ways we contribute, we rise each day: the difference we make. Lasts. To pursue solutions to the most It’s why we carry on the work. Just as we have WORK” complex problems. since the day our founder and her first group of eager students willed Berry into being. To grasp ideas and shape them with our hands. The best ideas have a way of sticking around. To form beliefs and test them every day. Just like this education. To seek clarity and truth with relentless purpose. WE LEARN IT WELL. To anchor ourselves with humility while lifting WE KEEP IT ALWAYS. our eyes to the horizon. To receive wisdom, share gifts, improve lives. 14 MESSAGING TALKING POINTS THE BERRY COMPACT CAMPUS Grounded in our founding, the Berry education is These are the pieces of our story that we want The world’s largest campus is a place of tremendous built on an exchange. The College offers a purposeful, others to remember about Berry. Think of physical beauty, encompassing facilities that four-year approach to learning anchored in mentorship, them as guideposts: they needn’t (and shouldn’t) support unique work-based learning opportunities, reflection and work. Students contribute their ideas and be memorized or recited verbatim. countless options for outdoor recreation and ample industry to making Berry—and the larger world—better. opportunities for research. IN BRIEF: We help you make a plan for academic and IN BRIEF: It’s inspiring. The world’s largest (twice the personal success, provide hands-on learning experiences size of the next biggest—and of Manhattan), it’s home and surround you with mentors.