Branding Guidelines for the College of Information Sciences and Technology

BRANDING GuidelinesCollege of Information Sciences and Technology

Managing Information, Powering Intelligence

2 College of Information Sciences and Technology

Welcome to yourBRAND

3Identity Guide

BRANDCollege of Information Sciences and Technology



What is

We all tend to think of a brand as an attempt to sell something, whether it’s a soda, a pair of jeans, or a new car. While that may be true, a brand is much more.

It’s more than just a logo, a tagline, or a color—although all of these are crucial.

It’s about reputation, and our brand should reflect that reputation. Do we give students a top-notch experience? Our publications should reflect that. Do we have faculty working at the forefront of research and creativity? Our websites should reflect that. Everything we say and do should answer with a resounding “yes.”

This guide was developed to provide clear design guidelines for uniform application of our visual style.

Reputation.

Branding?Our

5Identity Guide

Our brand is a unique design scheme composed of various components that work together to create our distinctive visual style. It is essential to follow the guidelines in order to achieve strong and consistent application of our identity and build strong awareness and recognition of our brand.

At the core of our identity is our tagline—a short, memorable phrase that is the essence of who we are, what we do, and how we do it. Our tagline needs to be used consistently. If the tagline inspires prospective constituencies to “read on” we need to know what to say next. In the corporate world many companies use mission and vision statements but they tend to be full of corporate speak. We’ve created the following “Manifesto” so everyone will understand what we are and what ties the threads together.

Our tagline:

“Managing Information, Powering Intelligence”

Our Manifesto:

At IST, we’re about creating intelligence. The digital age has made the world smaller, faster, more interactive and increasingly mobile. But no matter how fast and smart machines become, they still rely on the power of human creativity. It’s people that create new ways to look at and evaluate the infinite opportunities of the digital age. IST draws on a variety of knowledge disciplines to help individuals unlock the power of their own creativity and fuel the world’s most powerful problem solving machine—the human mind.

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6 College of Information Sciences and Technology AaPrimary typeface

Franklin Gothic Heavy is our primary typeface for the name of the College. It’s a clean, modern sans-serif typeface that works well for headlines or display copy. Franklin Gothic Heavy should be used whenever possible for the name of our College.

College of Information Sciences and Technology

Clarendon MT Std is our primary typeface for the tagline. Clarendon MT Std should be used whenever possible when using the tagline.


Communications are most effective when the words are both consistent in content and in appearance.The College name and the tagline can appear in three positions when used as a header. The tagline can be right justified below the college name or left justified.

College of Information Sciences and TechnologyManaging Information, Powering Intelligence




OurTypography

7Identity GuideAaCollege of Information Sciences and Technology



College of Information Sciences and Technology Managing Information, Powering Intelligence

The College name and tagline (the brand) should appear in the footer of documents when possible. The brand when included in the footer should appear with the College name on the left and the tagline on the right or centered in the middle if the College name is not used. For consistency in Word documents the brand can appear in Arial typeface.

Georgia is our secondary font for the tagline and can be used if Clarendon MT Std is not available.


Secondary typeface

Aria Black is our secondary typeface for the name of the College. It should be used when the primary fonts are unavailable.



OurPalette

9Identity Guide

Individual palettes have been created for each of our target audiences.

Research (Faculty)

Pantone® 4635 CHex #945e3a

Pantone® 2685 CHex #380982

Pantone® 371 CHex #53682b

Pantone® 363 CHex # 39892f

Pantone® 1665 CHex #e24912

Pantone® Blue 072 C Hex #001ca8

Pantone® 413 C Hex # c6c6bc

Online Programs & Partners

PMS 424Hex #666666

PMS 285Hex #0066FF

BlackHex #000000

PMS 287Hex #000099

Graduate (Prospective/Current Students)


Pantone® 370 CHex #5a8e22

Pantone® 370 C@ 30%

Pantone® 302 C@ 30%

Undergraduate (Prospective/Current Students)

Pantone® 268 CHex #502d7f

Pantone® 1797 CHex #c9282d

Pantone® 131 CHex #d28e00

Pantone® 1665 CHex #e24912


Pantone® 2925 CHex #0096db

Pantone® 382 CHex #bed600

Pantone® Blue 072 C Hex #001ca8


Signature Marks The College of IST has its own “signature” version of the mark. Signature marks include the campus name or College name under the rule, adjacent to the right side of the shield.

Use: The College of IST signature mark is used to identify official publications and presentations of the College and is to appear on all printed collateral including all publications, advertising, posters, flyers and brochures.

When the tagline appears with the IST Signature Mark the typeface Arial is to be used.

• Do not alter the color of the signature mark. The mark is to appear as either white, black or blue.

• Do not use any artistic filters on the signature mark, such as embossing or dropshadow. (The signature mark should not be redrawn, digitally manipulated or altered.)

OurSignature Marks

11Identity Guide

Our University

Penn State Brand (not a tagline): PENN STATE LIVES HERE

Target Mindset: “Inspired Doers”• Students, faculty, administrators, staff, alumni and any in the Penn State community who combine

personal ambition and perseverance with passion for a larger purpose and a commitment to service. They are focused on learning and achievement, and they are hard-working builders: of careers, families, communities and institutions. As a group, they are inspired by goals that bridge the divide between individual achievement and social benefit, and are strongly motivated by a sense of gratitude and a desire to give back.

Penn State Positioning• Penn Staters are not only high academic achievers, they’re doers. They are nurtured by a culture

that encourages setting lofty goals and investing the effort to achieve them. They are molded in an environment that values success, teamwork, and service to others—and graduate intent upon living purposeful, inspired lives. All universities talk about producing leaders, but ask employers where they go to find individuals who inspire others, know the value of hard work, and lead by example. They find them at Penn State.

Key Supporting Messages:• Penn State is committed to the success of each student: Providing support, mentorship,

leadership opportunities, and jobs to achieve their dreams and goals.

• Penn State is highly ranked across a wide range of academic disciplines and one of the world’s elite universities.

• Penn State is marked by a strong feeling of lifelong family, community, and unity.

• Penn State makes important contributions to society through education, research, and stimulating economic development.


The shield was designed to convey a sense of the University’s history and long-standing commitment to academic excellence. The shield shape itself evokes the heraldic tradition of other well-established universities such as Princeton and Harvard. The founding date “1855” communicates Penn State’s long academic tradition. The Nittany Lion image, a replica of the original statue, carries through as the universal symbol for all Penn State audiences. The net effect is a mark that is both modern and historic, stately and academic, yet distinctive to Penn State’s character. The University mark is a registered symbol of The Pennsylvania State University and its uses are strictly controlled by the University.

The Penn State Identity

University Editor Representative System

All Penn State printed communications pieces must comply with Penn State’s editorial style manual. The Department of University Publications is charged with setting University editorial style and keeping publications consistent so that they present a positive image of the University. Editorial style helps all divisions, departments, and offices present a unified, logical picture to the public through the materials they produce. The University’s style guidelines, although flexible, are to be followed as much as possible in the interest of a unified University image. To ensure this happens, the University has established a University Editor, who is also the Director of University Publications, to oversee the production of the University’s printed communications and the network of University Editor Representatives.

University Editor Representatives (U.Ed. Reps.) act as a point of contact on publications issues for their University units on behalf of the University Editor. Through the network of U.Ed. Reps. in each college, location, and administrative division, requests for publications are channeled to the appropriate office for production and printing. Julie Coughlin is IST’s U.Ed. Rep and the IST Office of Communications and Outreach is responsible for producing and editing printed communications for the College.

15Identity Guide

Penn State colors are dark royal blue (PMS 287) and white. A lighter blue (PMS 285) is used as an accent color. Black and gray (PMS 424) are used as supportive colors.

PMS 424Hex #666666

PMS 285Hex #0066FF

BlackHex #000000

PMS 287Hex #000099

PMS 285 | 0-102-255 | #0066FFPMS 287 | 0-0-153 | #000099 PMS 424 | 102-102-102 | #666666 Black | 0-0-0 | #000000

The most standard color version of the mark is two-tone blue with the logotype and rule in PMS 287 and the shield in PMS 285. The same is true for signature marks with the campus name in PMS 287. The mark also may be printed in other two-color combinations using the accent color and supportive colors, or in any other single color.

The Penn State Colors

Do not use light blue for the logotype and rule and dark blue for the shield.Do not use any color except dark blue, gray, black, or white for the logotype when the shield is in light blue.Do not use background colors with little contrast.Do not arbitrarily use colors to differentiate the shield elements unless they are part of the full background.Do not use pale or garish colors.Do not use competitive or boldly textured backgrounds.


Our BRAND IN ACTION These publications are examples of how to effectively implement our branding through text, design, imagery, and color.

17Identity Guide

The Pennsylvania State University is committed to the policy that all persons shall have equal access to programs, facilities, admission, and employment without regard to personal characteristics not related to ability, performance, or qualifications as determined by University policy or by state or federal authorities. It is the policy of the University to maintain an academic and work environment free of discrimination, including harassment. The Pennsylvania State University prohibits discrimination and harassment against any person because of age, ancestry, color, disability or handicap, national origin, race, religious creed, sex, sexual orientation, gender identity, or veteran status. Discrimination or harassment against faculty, staff, or students will not be tolerated at The Pennsylvania State University. Direct all inquiries regarding the nondiscrimination policy to the Affirmative Action Director, The Pennsylvania State University, 328 Boucke Building, University Park, PA 16802-5901; Tel 814-865-4700/V,814-863-1150/TTY.

Produced by IST Office of Communications and Marketing

U.Ed. IST 14-08

Documents

Branding Guidelines for the College of Information Sciences and Technology