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BRAND & GRAPHIC STANDARDS MARKETING & COMMUNICATION OFFICE Revised April 27, 2016

Centenary Brand & Graphic Standards

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Official brand standards manual of Centenary College of Louisiana

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Page 1: Centenary Brand & Graphic Standards

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BR AND & GR APHIC STANDARDS

M A R K E T I N G & C O M M U N I C AT I O N O F F I C E

R e v i s e d A p r i l 2 7, 2 0 1 6

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IntroductionThe Centenary College of Louisiana visual identity projects a strong and consistent image to all those who come in contact with the College. A brand image – how the public sees the institution – is a valuable asset in building relationships and credibility. Like all assets, the College’s visual identity must be preserved and protected. Every Centenary employee is a guardian of the College’s public image, and we should never underestimate the importance of this institutional identity. Centenary’s Brand & Graphic Standards allow all employees to serve as responsible guardians of the College’s public image by providing information that should consolidate our collective efforts to tell the Centenary story, including wordmark, logo, and other graphic use (and misuse) as well as tone and voice of our message. The Brand & Graphic Standards Manual ensures that the College is represented consistently and optimally through all communications with our many audiences, both internal and external.

How should you use this manual?

This manual is designed to provide information about the Centenary College logo, along with infor-mation governing its use and reproduction. While this manual features many examples of usage and application, it is not possible for the manual to address every situation. If questions arise, please contact Marketing & Communication at [email protected] or 318.841.7261.

Who needs this Brand & Graphics Standards Manual?Everyone involved in the production of Centenary communications needs this manual. Every employee charged with such tasks is a guardian of the College’s public image.

Why do we need them?For consistency

Every communication from the College reflects upon the institution as a whole. The College brand is similar to a mosaic illustration. As with the tiles that compose the mosaic, the perception of Centenary College is composed by the accumulation of visual and verbal messages.

To illustrate unity of purpose

Centenary College is a complex organization; has a presence in the surrounding region; employs hundreds of faculty and staff; and educates thousands of students. It serves the people of the State of Louisiana as the state’s premier liberal arts institution.

To use communications resources efficiently and economically

Producing communications takes time and money. Using this manual saves on both and allows finite resources to be focused on the strategy and content of the publication.

Thank you for using this guide to help promote the Centenary College brand clearly, consistently, and cost-effectively.

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Approval ProcessThe Centenary College Marketing & Communication Office maintains the integrity of the Centenary College visual identity and helps users apply the identity program.

The Marketing & Communication office has been involved in the development of this manual and is familiar with the correct application of the graphic elements. This office is responsible for identifying incorrect use of those elements and will work with all campus departments to bring applications into compliance with the identity program.

In addition, Marketing & Communication is empowered to stop or adapt production of any application which uses the Centenary College visual identity incorrectly, or to require an appli-cation to be revised.

Any first-time use of the Centenary College logo or wordmark should be approved at the proof stage or sooner by Marketing & Communication.

Brand & Graphic Procedures

•  The Centenary College logo, wordmark, seal, and official athletic symbols are the only graphics approved to represent the College.

•  Units of the College are not permitted to develop their own logos.

•  The logo, wordmark, and seal may be used individually or combined in the manner shown in this guide. No other combinations are permitted.

•  The Centenary College seal is used to identify official College business and to lend an air of gravity and formality. It is reserved for use on legal documents, official announcements, diplomas, and certificates. Any documents using the official seal must be approved by Marketing & Communication.

•  The design or use of any other seal representing the College is prohibited.

•  Departments that create their own fliers, brochures, posters, etc., shall have the artwork reviewed and approved by Marketing & Communication prior to printing to ensure the College maintains a consistent look with all collateral.

•  Use only College-approved digital art of the logo and wordmark.

•  Contact Marketing & Communication at [email protected] or 318.841.7261 for all Centenary College print pieces. Stationery and business cards are only authorized to be printed by a third party vendor which has the approved templates.

•  Marketing & CommunicatIon provides photography, graphic design, and layout for print-ing and other related services, and coordinates printing services with a number of different vendors for the best quality and price available.

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College Colors

In terms of consistency and identity, color plays a key role in building recognition. Use of the College’s official color – Maroon (Pantone® PMS 202C) is critical when reproducing the College logo and wordmark. Black is the preferred alternative when budget or context prevents use of the official two-color scheme of maroon and black.

Centenary College of Louisiana MAROON

Spot color: Pantone® 202C

CMYK: Four-color process formula

C 0 / M 100 / Y 61 / K 43

Web or other screen media: RGB

R 50 / G 11 / B 15

Hexadecimal:

#8a2432

Using the formulas specified will ensure the best color match on all computers. Do not rely on the output produced by a desktop color printer for matching these colors when a project is to be printed on a printing press. The color calibration of desktop printers typically does not match the Pantone Matching System colors used by offset printers.

PANTONE® 202C MAROON

Centenary Name and TrademarkCentenary, Centenary College of Louisiana and all related trademarks are the property of Centenary College of Louisiana. Centenary’s names and trademarks may not be used by third parties without specific written permission, as outlined in the Centenary Brand & Graphic Standards Manual.

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Secondary WordmarkThe wordmark with the words “COLLEGE OF LOUISIANA” is used as a secondary wordmark.

Color: Pantone® 202C

Color: Black

THE CORE BRAND

Primary WordmarkThe foundation of the Centenary College Brand and Graphic Standards is the Centenary wordmark, the CORE BRAND of the College. A wordmark uses a distinctive typeface to spell out the name of the College as if it were a graphic image. The Centenary wordmark uses the typeface ITC Garamond with unique spacing and other type effects.

Primary LogoThe logo consists of the cupola (bell tower) which can only be printed in maroon, black, gray, or white.

Secondary LogoThe logo consists of the cupola (bell tower) with 1825 underneath and can only be printed in maroon, black, gray, or white.

1825 1825 1825 1825

“C” SPACE The Centenary wordmark should always have space equivalent to the letter “C” in the wordmark from other objects or text.

Color: Pantone® 202C

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CORE BRAND LOCK UP

The Wordmark and Logo CombinationThe Centenary College Graphic Identity is flexible. Variations of the logo and wordmark combina-tion have been created to fulfill almost any situation’s needs. Contact Marketing & Communication for assistance in determining appropriate use. DO NOT attempt to recreate any of these logos; art may be obtained from Marketing & Communication.

ALTERNATIVE 1: CENTENARY LOGO AND WORDMARK + COLLEGE OF LOUISIANA HORIZONTALTo be used on stationery and most official documents. Primarily for use when communicating with a broad audience where the name Centenary is not as widely know.

ALTERNATIVE 2: CENTENARY LOGO AND WORDMARK HORIZONTALTo be used in situations where a horizontal logo is needed or vertical space is limited.

ALTERNATIVE 3: CENTENARY LOGO AND WORDMARK + COLLEGE OF LOUISIANA STACKEDTo be used on brochures, back of programs, etc.

ALTERNATIVE 4: CENTENARY LOGO AND WORDMARK STACKEDTo be used on brochures, back of programs, etc.

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CORE SUB-BRAND

Wordmark Usage with Approved Sub-brandsThe CORE BRAND wordmark is prominently tied to selected units of the College that have broad public reach and derive revenue other than through traditional academic means. Only these units have been approved as SUB-BRANDS and may only use these approved designs. Only the President and Cabinet can designate a College unit as a CORE SUB-BRAND. For more information, please contact Marketing & Communication.

KSCL 91.3FMCENTER for FAMILY-OWNED BUSINESS

EXTENDED BRAND

The CORE BRAND wordmark may be used in conjunction with certain Extended Brand programs and activities. These are programs such as Centenary Literacy Volunteers that are related to Centenary but not fully controlled or funded by the College. Only the President and Cabinet can enter into an agreement to license the use of the name and designate a program or activity as eligible for an EXTENDED BRAND.

CULTURAL SUB-BRAND

Cultural sub-brands may continue to use their legacy graphic identity as long as the Centenary wordmark is included on the printed piece. These sub-brands have distinct cultural affiliations with the community and are recognized as part of Centenary College of Louisiana.

The only approved CULTURAL SUB-BRANDS are Meadows Museum of Art and Centenary Suzuki School. Only these units have been approved as CULTURAL SUB-BRANDS and may only use their current approved designs. Only the President and Cabinet can designate a College unit as a CULTURAL SUB-BRAND and any changes to their existing graphic identity must be approved by the President and the Cabinet.

of centenary college

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Incorrect Wordmark UsageCorrect use of the Centenary College wordmark is important for building recognition. This page shows the correct wordmark usage and then inadvertent mistakes:

X Do not use the wordmark with another image or graphic.

X Do not use the wordmark as part of a sentence. Do not tuck anything under the bottom of logo.

X Do not create patterns with the wordmark.

X Do not change the size relationships between the elements of the wordmark.

X Do not outline any part of the wordmark.

X Do not tint or screen the colors of the wordmark.

X Do not change the color of the wordmark.

Challenging the Mind

X Do not use the wordmark on top of a patterned background.

X Do not use any of the marks to create another logo or wordmark.

Student Life

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Athletic Primary Logo

THE ATHLETIC BRAND

Primary Wordmark

The Athletic wordmark may not be used in combination with the official Centenary wordmark. Please contact the Marketing & Communication office for digital wordmark files.

CENTENARYCENTENARY

ATHLETIC “C” CIRCLE C in white with approved back-ground colors: maroon, maroon with black stroke, and black.

Secondary Wordmark

The Athletic secondary wordmark includes the words GENTS or LADIES underneath the wordmark and may not be used in combination with the official Centenary wordmark. Gents or Ladies may be printed in maroon, black, or gray.

Athletic Secondary Logo

GENTS LADIES

ATHLETIC “C” C in maroon, maroon with black stroke, and black.

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q

C

ENTENAR

Y q

G O L F

q

C

ENTENAR

Y q

L A D I E S

ALTERNATIVE 3Athletic “C” circle in conjunction with CENTENARY GENTS or CENTENARY LADIES

To be used for all sports.

ALTERNATIVE 2 The Athletic “C” Circle used with outer circle enclosing words for “CENTENARY SPORT NAME”

1 Artwork for each sport is available by contacting Marketing & Communication.

THE ATHLETIC BRAND LOCK UP

Athletic “C” Logo with WordmarkThe Athletic “C” logo used in conjunction with wordmark text enclosed in circle.

ATHLETIC SUB-BRAND

The approved sub-brand of Athletics uses the Athletic “C” logo used in conjunction with text for the Centenary Fitness Center. The text is created in the athletic font, Eurostile Bold, and ties into the branding of Athletics. There is a vertical and horizontal format for use with this sub-brand.

C

ENTENAR

Y

CO L L E G E

q

C

ENTENAR

Y q

G E N T S

ALTERNATIVE 1 The Athletic “C” Circle used with outer circle enclosing words for “CENTENARY COLLEGE”

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CORE BRAND ATHLETIC BRANDPRIMARY WORDMARK

SECONDARY WORDMARK

PRIMARY LOGO

SECONDARY LOGO

GENTS

LADIES

CORE BRAND LOCK UP ATHLETIC BRAND LOCK UP

q

C

ENTENAR

Y q

BA

S K E T B A

LL

q

C

ENTENAR

Y q

G E N T S

q

C

ENTENAR

Y q

L A D I E S

Core and Athletic Brand The core and athletic brands as well as sub-brands are shown below and on next page. These pages are to be used as a quick reference and are explained in more detail on pages that follow.

C

ENTENAR

Y

CO L L E G E

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SUB-BRANDS

CORE SUB-BRANDS ATHLETIC SUB-BRANDS

*CULTURAL SUB-BRAND

of centenary college

*Cultural sub-brands may continue to use their legacy graphic identity as long as the Centenary wordmark is included on the printed piece.

CENTER for FAMILY-OWNED BUSINESS

KSCL 91.3FM

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OFFICIAL SEAL

PRESIDENT’S SEAL

The Centenary Medallion

This is the College’s identifying mark to be used for promotional and printed use. When this medallion is used as a decorative device for such items as apparel and jewelry, it is allowed to stand alone on those products. Otherwise, the wordmark needs to be included somewhere on the printed piece with the medallion.

CEN

TEN

ARY COLLEGE OF LO

UISIANA

LABO

R OMNIA VINCIT1825

CENTENARY MEDALLION

Official Use Only

DEPT. OF PUBLIC SAFETYPATCH

These seals and patch are the College’s official identifying marks. Unlike the College wordmark, the Centenary College of Louisiana seal and the President’s seal are reserved for official documents of the College such as diplomas, certificates, and resolutions which are presented on behalf of the College. The design or use of any other seal repre-senting the College or units is/are prohibited.

The seals are not to be used on departmental stationery, interior signs, or advertising except as au-thorized by the Board of Trustees or the Office of the President. These seals may not be used on vehicles.

The Centenary College Department of Public Safety patch is an official and approved visual device for the Centenary College Department of Public Safety only, distinguishing its use from that of the College wordmark or approved logos.

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Typographic IdentityOur typographic identity is visible across many applications, including print, electronic, and environmental displays. As with other graphic elements, consistency with type is necessary to help establish a strong brand identity. Type selections have been made that best represent our brand. The standard font used in the Centenary College Visual Identity Program and admission materials is Gotham but ITC Garamond Condensed is used in some instances. Please contact the Marketing & Communication office for any questions on usage.

Typography:

PRIMARY – GOTHAM FAMILYLight and Bold as well as Gotham Condensed

Gotham LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Gotham BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Gotham Book CondensedabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Gotham Bold CondensedabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

SECONDARY – GARAMOND FAMILYLight Condensed and Light Condensed Italic.

ITC Garamond Light CondensedabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ITC Garamond Light Condensed ItalicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

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Color PaletteThe primary color for Centenary College of Louisiana is the Centenary Maroon (PMS 202C) which is a very deep color and is an excellent color for banners, signs, and other uses where the intended desire is to stand out. Publications need a subtle yet distinctive color palette that will accent and complement the Centenary Maroon.

Accent colors (listed below) are to be used to enhance and support the primary color of the Centenary Maroon but never to replace it. These accent colors are only to be used in conjunction with the Centenary Maroon.

PANTONE 202C OR PROCESS 0/100/61/43

Accent colors

PANTONE 021C

PANTONE 3282C

PANTONE 129C

Rich Black

PANTONE 298C

Primary color

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Campus StationeryThe following are examples of the approved design for the Centenary College campus stationery. Please order stationery by submitting a job request to Marketing & Communication at centenary.edu/mc/request. Also, available per request are electronic letterhead for use with Microsoft Word.

Letterhead and envelopes should only be created for main divisions of the College – Finance & Administration, Academic Affairs, Advancement, Enrollment, Student Development, Humanities, Social Sciences, Natural Sciences & Mathematics, Hurley School of Music, and Frost School of Business. Cabinet may have stationery for their position at the College – President, Provost, Vice President for Finance & Administration, Vice President for Advancement, and Vice President for Enrollment.

Division Name2911 Centenary Boulevard | Shreveport, LA 71104318.111.1111 | Fax 318.111.1112 | [email protected] | centenary.edu

Division Name2911 Centenary BoulevardShreveport, LA 71104

NOT TO SCALE

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Correspondence FormatThe following example illustrates the proper placement and style of text on letterhead. The text should be set in 10 pt. Arial. See the example below for specific instructions.

For letters longer than one page, the second (and following sheets) should not have the logo and address on them; they should be blank sheets that match the paper used on the letterhead.

Department Name2911 Centenary Boulevard | Shreveport, Louisiana 71104

318.869.5106 | Fax 318.869.5179 | centenary.edu

Month 1, 2000

Addressee’s NameAddressee’s TitleCompany NameStreet AddressCity, State, Zip Code

Salutation,

This letter illustrates the recommended typing standards for Centenary College stationery. The date line is aligned with the left edge of the “C” in the Centenary logo and is positioned 2” from the top of the page. The left margin is 1”; the right margin is 0.75”. All information, including paragraphs and the closing, is aligned along the left margin. Text along the right margin should fall as it may, or “ragged right.” The text should not be right-justified. We have chosen Arial as the typeface for correspondence. It is a standard font for most computers and printers. The type size is 10 point with spacing set to auto. This size and style allow for placing a significant amount of text on the page with a high degree of legibility.

The addressee’s name, title, and address begin one line below the date line. The salutation appears two line spaces below the last line of the address. The letter itself begins one line below the salutation. Line within paragraphs are single-spaced; double-spacing is recommended between paragraphs. Paragraphs are not indented.

The complimentary closing should be placed one line below the end of the body of the letter, and the sender’s name and title appear three line spaces below this (the sender’s name and title are not typed on personalized stationery). Sender and typist’s initials are placed one line below the sender’s title. Informa-tion concerning enclosures, copies, etcetera is placed two lines below the initials and is single-spaced.

Closing,

Sender’s NameSender’s Title

P.S. Any postscript text should be placed one line space below the sender’s printed name and title and one line space above the sender’s initials.

RB/mh

Date positioned 1-1/2” from topOne line space

Two line spaces

One line space

One line space between paragraphs (no indent)

One line space

Three line spaces

One line space

One line space

SAMPLE LETTERHEAD SHOWN AT 65% SCALE

Division Name

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Correspondence FormatThe following example illustrates the proper placement and style of text on a typical envelope. The text should be set in 10 pt. Arial, set flush left, ragged right.

See the example below for specific instructions.

Advancement Division2911 Centenary BoulevardShreveport, Louisiana 71104

5” from the left edge

2” from the top edge

Name Street Address 1Street Address 2City, State, Zip

NOT TO SCALE

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Business Card Format – StandardThere is one approved business card design utilizing the Centenary College wordmark for administrative and academic departments. This layout and the point size of type may not be modified and the only credentials to be used are terminal degrees and state licensures that qualify the employee to perform their function at Centenary. Examples: Ph.D., Ed.D., CPA, MFA. To order: email Tina Breedlove at Allegra Marketing ([email protected]) and supply the necessary information. Please copy Sherry Heflin ([email protected]) in Marketing & Communication with all requests. A standard order is 500 cards.

NameTitle

318.841.7261 [office]318.841.7366 [cell or fax][email protected]

2911 Centenary BoulevardShreveport, Louisiana 71104

Business Card Format – AthleticsThe Athletics Department has an approved variation on the standard business card design.

NameTitle

000.000.0000 [office]000.000.0000 [cell][email protected]

2911 Centenary Blvd.Shreveport, LA 71104centenary.edu

centenary.edu

CENTENARY

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NameTitleCentenary College of Louisianacentenary.edu(318) 000-0000 . Office(318) 000-0000 . Cell Twitter: @CentenaryLA Facebook.com/CentenaryCollegeLA

Developing Leaders for a Changing World

Arial Bold 9 pt.Arial Italic 8 pt.

Arial Regular 8 pt.

Arial Bold Italic 8 pt.

→→→

Email SignatureThe following format is the only approved email signature line to be used in email correspondence for the College. The typeface Arial is approved for email signatures in order to be compatible with all systems.

Memo Format/TemplateThe following format is for use in Microsoft Word on a letter-size sheet of paper. Please contact Marketing & Communication at [email protected] for more information. Sample below is not to scale but to show approximate placement of wordmark and text.

MEMOTO:

FROM:

DATE:

SUBJECT:

Memorandum text starts at this point.

(Arial or similar typeface may be used if Gotham is not available)

Gotham Light 24 pt.

Gotham Light 12 pt.doublespaced

→→

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Centenary C O L L E G E O F L O U I S I A N A

NameDepartment Name

Gotham Book 20 pt.

Gotham Book Italic 16 pt.→→

Name BadgesName badges are ordered through the Marketing & Communication job request system at centenary.edu/mc/request. Please submit an excel file with name1 in first column and department name2 in second column and attach to job request. 1 Only credentials which assist in how a person is to be addressed are allowed. Example: Jenifer K. Ward, Ph.D. (Dr. is not to be included in front of name).

2 The department name only will be listed. Example: English, History, Marketing & Communication (no Department of, Office of, etc.). Job titles should only be used for Cabinet officers, Chaplain, Controller.

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REV. 042716

centenary.edu

2911 Centenary Boulevard | Shreveport, Louisiana 71104800.234.4448 | 318.869.5131 | 318.869.5005 fax | [email protected]

/CentenaryCollegeLA @CentenaryLA centenary.edu