Campaign Identity Guidelines2013

Introduction

These guidelines aim to help Northeastern University staff members use the campaign’s official graphic identity, including the Empower logo, in ways that are consistent, meet a high aesthetic standard, and reflect and reinforce the Northeastern University brand.

If you have questions or would like guidance concerning use of the campaign identity in a print or digital communications vehicle not explicitly discussed here, contact Campaign Writer/Editor Karin Kiewra in the Office of Marketing and Communications, 716 Columbus Place, at k.kiewra@neu.edu.

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DISCLAIMER: Please be aware that colors will vary on individual computer monitors and mobile devices (iPads and cell phones). Colors specified here will print accurately, however.

The name of Northeastern’s $1 billion fundraising campaign is: Empower: The Campaign for Northeastern University. The theme of empowerment springs from Northeastern’s commitment to engagement with the world through both experiential learning and use-inspired research. It’s a combination that empowers students, faculty, and alumni to explore their passions and become leaders and innovators.

Campaign Name

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The Empower logo consists of the “empower” wordmark and a descriptor, “THE CAMPAIGN FOR NORTHEASTERN UNIVERSITY.” Below are two variants of the logo, applications of which will depend upon size and legibility:

The “empower” wordmark must always incorporate the descriptor or appear in close proximity to it (on the same print or web page).

This version of the logo must be at least a width of 7.25” in order for the descriptor to read clearly.

This version of the logo must be at least a width of 4.125” in order for the descriptor to read clearly.

Campaign Logo

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4.125”

7.25”

The empower logo was designed with two type fonts, Helvetica Neue and Eames Century Modern. Please do not attempt to reconstruct the logo; instead, download it from SharePoint.

Typefaces

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Within the empower logo, the letters “w” and “e” are highlighted in a contrasting color so that they stand out, forming the word “we.” This signifies that our campaign’s success will stem from the engagement of every member of the Northeastern community.

When using the campaign name in text (e.g., case statement, gift proposal, magazine story, or website), in a wide variety of type fonts, do not highlight the “we”:

Empower: The Campaign for Northeastern University is the largest fundraising effort in the university’s 114-year history.

Mrs.  Smith  endowed  several  professorships  with  a  gift  of  $14  million,  made  in  her  late  son’s  name,  to  Empower:  The  Campaign  for  Northeastern  University.

The Empower campaign is the most ambitious ever undertaken at Northeastern.

Note that, in text, “the Empower campaign” is acceptable in a second reference.

Putting the “We” in “Empower”

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In a limited number of official campaign materials, including stationery, the “we” also functions as a wordmark (see bottom margin of stationery, below), with the “empower” wordmark and descriptor appearing in close proximity.

Joseph E. Aoun, PhDPresident

Northeastern UniversityColumbus Place, Suite 620360 Huntington AvenueBoston, Massachusetts 02115-5000

Phone: 617.373.2101 Fax: 617.373.5015presidentaoun@neu.edu

All About “We”

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The following “we” phrases from the university case statement reflect Northeastern’s signature traits—its core values and guiding principles—including excellence, innovation, engagement, and distinctiveness.

We aspire We connect We discover We empower We explore We inspire We innovate We invent

“We” Phrases

In school and college case statements and collateral materials, as well as in text documents and collateral materials, additional “we” phrases may also be used, including these:

We achieve We advance We celebrate We collaborate We commit We compete We convene We create We dare We dream We engage We enlighten We excel We grow We illuminate We imagine We invest We join

We know We lead We learn We mentor We perform We prepare We prevail We push We rock We rule We serve We solve We succeed We support We teach We are Huskies We are Northeastern

“We” PhrasesThe “we” wordmark, coupled with an action verb or phrase that describes Northeast-ern’s distinctive character, is an essential element of the campaign identity. In the university case statement and other official campaign materials, “we” phrases are employed as wordmarks:

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Innovative. Entrepreneurial. Risk taking. Relevant. Collaborative. Engaged with the world. This is Northeastern: results-oriented, with an emphasis on impact. Northeastern’s unique strengths are right for the times.

Our nimble approach has never been more essential for shaping a global society. As the world grows more tightly interconnected and the pace of change acceler-ates, higher education will undergo profound disruptions. This campaign will empower Northeastern to spur its evolution.

Today, uncertainties in the world economy are intensifying competition for stu-dents and resources. Constraints in state and federal funding affect all aspects of higher learning, particularly financial aid and research programs. New industries, businesses, and services are springing up almost overnight, defying the notion of “staying current” for busy professionals. Universities must anticipate workplace needs and generate knowledge accordingly.

Students of all ages expect to learn in any setting, at any time, anywhere in the world. Learning must take place on campus, online, or through a combination of these options. Degree offerings and educational technologies must advance to meet demand.

Northeastern must stay ahead of the competition for top students and world-class faculty. By leveraging our distinctive attributes—including our exceptional co-op program—the university will continue to attract talent, anticipate changes afoot in the world, and meet ever-shi!ting societal needs.

A TIME TO POWER FORWARD

explorewe

Field of Vision With appoint-ments in both computer science and game design, Associate Professor Magy Seif El-Nasr creates video games with a serious purpose: to encourage exercise and other healthy habits.

The following are the campaign identity’s official colors:

Pantone Warm Gray 11 (solid or % screen)

Northeastern Red* (solid only)

Pantone Silver 877 (solid only: ink or foil stamp)

*If a Pantone ink must be used, specify Pantone 186.

Pantone ® Silver 877

Pantone® Warm Gray 11

Northeastern Red

Color Palette

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When using the empower logo in a backlit PowerPoint slide, the identifier in warm grey can be difficult to read. Special versions of the logo that read clearly on a brightly lit screen can be downloaded from SharePoint.

PowerPoint Versions

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The campaign case statement, campaign pocket-folder and campaign business card template integrate the university seal into their design. Do not attempt to add the seal to other templated campaign collateral.

Campaign materials produced outside of the template system should include the Northeastern University wordmark, preferably the version that includes the seal. Use the version without the seal if space is limited.

The seal height drives the minimum size of the primary logo. The seal can be scaled down to a minimum height of 0.625.” If a smaller identifier is required, use the formal wordmark by itself. It can be scaled down to a height of 0.125” for the uppercase “N” in “Northeastern.”

If the seal standing alone is used as the North-eastern identifier, a minimum height of 1” is strongly recommended (and never under 0.875”).

Integrating the Northeastern Identity into Campaign Materials

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Office of University Advancement617.373.2520 northeastern.edu/empower

The two logos should never run side by side or be stacked. Those configurations cause them to compete for attention and ultimately lose impact.

The best approach is exemplified by the campaign folder (see previous slide), which includes the campaign logo on the front cover and the university logo on the back cover. The campaign logo should serve as the primary graphic identifier, with the university logo serving to “ground” the campaign within the university brand.

Relationship Between Northeastern and Campaign Logos

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To ensure its integrity and visibility, the Empower campaign logo should be kept clear of com-peting text, images, and graphics. It must be surrounded on all sides by adequate clear space—a minimum distance equal in size to the height of the “e” in “empower,” as shown below.

Elements on the page, such as an address block or other text block, should align visually with the left margin of the “e” in “empower.”

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Spacing and Alignment

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The Northeastern University seal must be used with reverence—never in a playful or less than respectful way. When using the seal standing alone, please adhere to these guidelines:

empower logo, never apply the seal “stacked” above or below the Northeastern University logo.

The only approved color options for the seal in Empower campaign communications are black, Pantone Warm Gray 11, and Pantone silver 877 (ink and foil stamp).

When reversing the seal, do not use the positive version; always use the knocked-out version. The seal’s scroll and the flame should always be the lightest parts of the image.

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The University Seal

The following are available on SharePoint:

PowerPoint presentations)

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Downloadable Logos And Templates

Gift proposal cover template

Campaign logo

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Downloadable Logos And Templates

PowerPoint slide templates

Joseph E. Aoun, PhDPresident

Northeastern UniversityColumbus Place, Suite 620360 Huntington AvenueBoston, Massachusetts 02115-5000

Phone: 617.373.2101 Fax: 617.373.5015presidentaoun@neu.edu

Gift officers may order the following directly from Reprographics:

Joseph E. Aoun, PhDPresident

Northeastern UniversityColumbus Place, Suite 620360 Huntington AvenueBoston, Massachusetts 02115-5000

Phone: 617.373.2101 Fax: 617.373.5015presidentaoun@neu.edu

Business cards

Letterhead (standard size, 8.5” x 11”, and monarch size, 7.25” x 10”)

Personalized Stationery

Joseph E. Aoun, PhDPresident

Northeastern UniversityColumbus Place, Suite 620360 Huntington AvenueBoston, Massachusetts 02115-5000

Phone: 617.373.2101 Fax: 617.373.5015presidentaoun@neu.edu

Envelope templates are available for standard letterhead envelopes, monarch stationery, and notecards

Northeastern University Columbus Place, Suite 620 360 Huntington Avenue Boston, Massachusetts 02115-5000

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Stationery Templates

aspire connect explore inspire discover innovate aspire connect explore inspire discover innovate aspire connect explore inspire discover innovate aspire connect

Large mailing envelopes, 9” x 12”

D’Amore-McKim School of Business Northeastern University Advancement Office 360 Huntington Avenue, 374 Dodge Hall Boston, Massachusetts 02115

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Stationery Templates (cont.)

Large crack-and-peel mailing labels

Bouvé College of Health Sciences Northeastern University Advancement Office 215 Behrakis Health Sciences Center 360 Huntington Avenue Boston, Massachusetts 02115

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Stationery Templates (cont.)

Gift officers may obtain certain supplies from University Advancement at 716 Columbus Avenue, Suite 402 (contact Administrative Assistant Caitlin Hahn, c.hahn@neu.edu, x2520):

Folder (5” inside pocket flaps, business-card die cut)

Folder cover Folder inside Back cover

explore inspire discover innovate pire connect explore inspire discover innovate aspire connect explore inspire discover innovate aspire connect explore inspire discover innovate aspire connect explore inspire discover innovate aspire connect explore inspire discover inno-

Joseph E. Aoun, PhDPresident

Northeastern UniversityColumbus Place, suite 620360 Huntington AvenueBoston, Massachusetts 02115-5000

Phone: 617.373.2101 Fax: 617.373.5015presidentaoun@neu.edu

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Supplied Materials

Office of University Advancement617.373.2520 northeastern.edu/empower

Non-personalized letterhead (both standard and monarch)

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Campaign Materials (cont.)

Notecard (4”x 6,” blank)

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Supplied Materials (cont.)

Office of University Advancement617.373.2520 northeastern.edu/empower