Logo/BrandingStandardsManual

PreparedbytheOfficeofPublicRelationsandPublicationsRevisedJanuary2017

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-SJRStateBrandPromise- Ourjobistotransformlives.SJRStateiswherestudentsbegintodeveloptheirpassionintolifelongcareersandrecognizetheirroleinmakingtheircommunity,andtheworld,abetterplace.Asthecommunity’scollege,wepromiseourstudentsthattheiraspirationsarenotlimitedbybeginningtheireducationathome.AtSJRState,wepromiseourstudentsthattheindividualattention,exceptionalteachingandpracticaltrainingtheyreceivewillpreparethemtosucceedintheworkforce,attheuniversitylevelandbeyond.Beginhere,goanywhere.AVikingknowsnoboundaries.

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St.JohnsRiverStateCollegeLogo/BrandingStandardsManual

“BuildingaBrand”PreparedbytheOfficeofPublicRelationsandPublications

(RevisedJanuary2017)

Thepurposeofthismanualistooutlinethebasicprinciplesnecessarytoimplementastrong,consistentvisualidentity.Variationsofthelogo,colors,fontsandname,aswellasamateurdesign,willonlyhinderouropportunitytobetterpositiontheCollegeasa“collegeofchoice.”OurgoalistoworkcollectivelyinordertopresentandrepresenttheCollegewithoneunifiedlook.WHATISABRAND?Abrandismorethanjustalogo.It’smorethananorganization’spromisetoitscustomersthatdistinguishesitfromitscompetitors.Itisthepublic’sperceptionconcerningthequalitiesandattributesofaproductorservice.Buildingabrandrequirestime,thoughtandconsistentimplementation.Brandingeffortsshouldfocusondevelopingconsumerperceptionsthataccuratelyreflectthecompany'strueidentity.ForSJRState,thiscanbeachievedthroughtheuseofbrandelementsthatreflectthequalitieslistedintheCollege’ssharedvalues:academicexcellence,student-focused,integrity,accountabilityanddiversity.

AllpresentationandpromotionalpiecescreatedfortheCollegespeakforSJRStateandcommunicateabrandmessagethatformsimpressionsandultimatelycontributestothereputationoftheCollege.Veryoften,thiscontactbeginswithitemssuchasbrochures,emails,letters,flyersandapparel.ItisimportantthattheCollege’spromotionalandinformationalmaterialsprojectaclearandconsistentimagethatreflectsthecharacteroftheinstitutionandhelpspreservethe“brand”oftheCollege.

AllmaterialsproducedbytheCollegeorinthenameoftheCollegemustfollowthismanual.Asalways,toensureaccuracyandconsistency,allpublicationsdistributedtothepublicmustbereviewedbytheOfficeofPublicRelationspriortoprinting.

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PHOTOS,IMAGESANDCLIPARTInadditiontofollowingthelogoguidelines,theuseofqualityimagesalsoplaysanimportant,visualroleinourbranding.Whileweunderstandthatclipartiseasytofindanduse,ithasnoplaceinmodernbranding.Theuseofhigh-resolutionimages-preferablyfeaturingourstudentswhenapplicable-assistsusintellinganauthenticstory.

Theuseofclipart,aswellastheuseofamateurdesign,onlyservestounderminetheCollege’scredibility.

Inthepublic'seye,thequalityofourmessagereflectsthecaliberofourprograms.Astrongandconsistentvisualidentityisthefirststepinsettingourselvesapartfromourcompetition.

LIGHTENUPDoesthismeanwecan'thavefunwithourbrand?Humorandwhimsycanbeafunandeffectivewaytoengageouraudiences,butitcanalsosabotageourmessage.Playfulnesscanbetrickywhentryingtoadheretobrandingguidelines.Thisiswherecollaborationandplanningcomesintoplay.Collaborationiseverything.Webelieveplanningcanhelpbringanorganizationtogether,asweareallstrivingtoachievethesamegoal.Ourofficeisheretoserveyourcommunicationandmarketingneeds.We’reheretolistentoyourobjectivesandideasandtransformthemintoeffective,cohesivecommunicationpieces.PLANACCORDINGLYTheimportanceofplanningaheadcannotbeoveremphasized.Planningallowsampletimetoeitheradviseyouonaprojectordetermineyourobjectivesandcreateapublicationthatmeetsboththebrandingstandardsandyourneeds.Spontaneousprojectsor“rushjobs”onlyhinderourbrandingeffortsandcontributetounderwhelmingcommunications.Fourtoeightweeksisconsideredreasonablenoticefornewprojects,dependingonthequantityaswellascomplexityofthepublication.

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COLLEGENAMEWeareSt.JohnsRiverStateCollege(SJRState).“SaintJohnsRiverStateCollege”and“St.John’sRiverStateCollege”arenotacceptablevariationsoftheCollegename.TheCollegehaselectedtonotintroducetheuseoftheacronym“SJRSC”asasecondreference.SJRSCshouldnotbeusedonpublicationsorpromotionalmaterials.SJRStateistheapprovedsecondreferencefortheCollege.COLLEGELOGOTheCollegehasmultipleformatsofthenewlogotoservevariouspublicationneeds.Thegeneralguidelineswillaidinhelpingtheuserdecidewhichformattouse.Consistentandcorrectuseofthelogoasoutlinedisimportanttoensurethesuccessofclearcommunicationandachievemaximumvisualimpact.Inordertoachievethatconsistency,useofthelogomustcomplywiththefollowingguidelines:Neverdeviatefromthefollowingformats,createadditionalshapesorincorporateadditionalartortextintothelogo.Neveruselogocomponentsasstand-aloneart.TheJPEGversionsavailableontheportalareforprintand/orelectronicpublications.Theyarenotsuitableforclothing,nametagsandotherpromotionalmaterials.NevercopythelogofromaWebpageore-mailforpublicationpurposes.StandardformatVerticalformatHorizontalformat

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StandardformatwithtaglineThenewlogomayalsobeprovidedwiththetagline.

ADDITIONALLOGOOPTIONSAllformatsofthenewlogoareavailableinblackandwhiteorinonecolor.Thelogoisalsoavailableforacceptablecolorbackgrounds.POSITIONING/WHITESPACEThepurposeofwhitespaceistoallowthelogotostandoutonthepage.Toensuremaximumvisibilityandimpact,thelogoshouldnotbeovercrowdedwithelementssuchaspicturesand/ortext.ThewhitespacearoundthelogoshouldbeequaltotheheightoftwoletterR’sinthelogo.Thisappliestoboththehorizontalandverticalformats.Seerequiredwhitespaceexamplesbelow:

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VIKINGLOGOWhenusingtheVikingimageonitemsthatwillcirculateoutsidetheCollegecampuses,theCollege’sidentity/namemustaccompanytheVikingicon.Regardingrecruitingmaterialsandinformationpiecesthataredistributedtothepublicand/orcommunity,theVikinglogoshouldnotbeusedinplaceoftheCollegelogo.ThreeVikinglogoformatsareavailable:twocolor,onecolorandblackandwhite.Theword“Viking”isalsoavailableinaJPEGorEPSformatforyouruse.ThesameguidelinesforthenewlogoalsoapplytotheuseoftheVikingmascot.

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DOSANDDON’TSAlwaysusethelogoasis.NEVERattempttodothefollowing:

• Alterthelogo

• Addtooreliminatefeaturesofthelogo

• CopyordownloadthelogofromaWebpage

• Stretchorsqueezethelogotofillaspace(Note:WheninWord,holdtheshiftkeywhenresizingtokeepconstrained)

• Crowdthelogowithtextand/orphotos

• Addgraphicsymbols,textureorwordstothelogo

• Reproducethelogofromphotocopies.Alwaysusetheoriginalfile.

• Reproduceindifferentcolors

• Addadditionalcolorstothelogo

• Crop,rearrangeorusepartsofthelogo

• Combineelementsoftheoldlogowiththenewlogo

• Changethefont

• Usethelogoasabackground

• Addspecialeffects–dropshadows,etc.

• UsetheSJRasstand-aloneart

• Usethecircle/waveiconasstand-aloneart

Whenindoubt,contactPublicRelations(ext.4020)orPublications(ext.4026).ARETHEREEXCEPTIONSTOTHEGUIDELINES?Rarely.Theremayberareoccasionsthatrequireaslightdeviationfromthegraphicstandards.Inthosecases,thechangesmustbeapprovedbytheOfficeofPublicRelations.

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UNACCEPTABLEUSECOLLEGELOGOS:DonotchangethenewlogofontDonotchangethelogo’scolorsDonotaltertheoriginaldesignoruse Whenprintingwithbackgrounds,doelementsfromtheCollege’sformerlogo notusetheversionwiththewhite backgroundDonotstretchorsqueezethelogoDonotusepartsofthelogoalone.

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COLLEGE/LOGOCOLORSThecolorpaletteconsistsoftwosetsofcolors.Theconsistentuseofthesecolorswillcreaterecognitionandstrengthenouridentity.TheSJRStatelogosmustalwaysusethekeycolorpalette.Thecolorlogoisavailabletodownloadforyourin-houseprintingneeds.Thefullcolor(CMYK)andPantoneversionswillbeprovideduponrequestforyouroutsourcedprintingneeds.TheCollege/logocolorsarenavyblue,columbiablueandgreen.TheVikingcolorsarenavyandcolumbiablue.Additionalcolorsmaynotbeincorporatedintothelogo.Keycolorpalette:Pantone295CPantone292CPantone368CCMYKversions:C100 C49 C57M57 M11 M0Y0 Y0 Y100K40 K0 K0TAGLINEThetaglinemaybeusedwithorwithoutthelogo.PleaseconsultwithPublicRelations/Publicationsbeforeusingthetagline.

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FONTS/TYPEFACESThefontselectedfortheCollegelogoisAvenir.ThefontprovidesadistinctiveandconsistentcharactertotheSJRStatebrandidentity.ItwaschosentorepresenttheCollegebecauseofitsclarityandcontemporarynature.Additionalfontsmaynotbeincorporatedintothelogo.Forconsistency,nevertypethelogo;alwaysuseaJPEGorEPSversion,dependingonyourspecificpublication.BecausetheAvenirfontisnotstandardonmostcomputers,useofthefontCalibriisrecommendedforbodycopytocomplementtheAvenirfont.Calibricanalsobeusedinboldanditalics.ThefontselectedfortheVikinglogoisEthon.AnacceptablefonttouseinpublicationstocomplementEthonisGill Sans MT – bold. CLOTHINGANDMISCELLANEOUSPRINTINGLogousageforclothing,pencils,vinylandotherpromotionalmaterialswillrequireadditionalassistance.TheJPEGversionsprovidedontheportalareforpublicationssuchasforms,flyers,syllabiandelectronicpublicationsandarenotintendedforpromotionalitems.PleasecontactthePublicationsorPublicRelationsOffice(ext4026or4020)beforeplacingorders.STUDENTACTIVITIESANDCLUBSStudentclubsandorganizationsmaynotuseorreproducetheCollegelogowithoutpermissionfromtheSJRStatePublicRelationsoffice.StudentclubsandorganizationsmayNOTalterCollegelogosorcreatenewlogosbycombining“club”logoswithelementsoftheofficialCollegelogo.TheCollegehaselectedtonotintroducetheuseoftheacronym“SJRSC”asasecondreference.“SJRSC”shouldNOTbeusedonpublications,communicationsorpromotionalmaterials.SJRStateistheapprovedsecondreferencefortheCollege.PleasecontactthePublicRelationsorPublicationsofficebeforeorderingandproducingmaterialsthatrepresenttheCollege.(Ext.4026or4020)

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LETTERHEADLetterheadandenvelopetemplateshavebeendesignedfortheCollegeandisavailableuponrequest.For“green”purposes,stationarymaybeprintedinblackinkformassmailings.BUSINESSCARDSAbusinesscardtemplatehasbeendesignedfortheCollege.Youmaychoosebetweenaplainbackoroptforthecolordesign.PleasecontactthePublicRelationsOfficefordetails.E-MAILSIGNATUREYoumayelecttousethenewlogoinyoure-mailsignature.Belowisanoption:

SUSANKESSLERDirectorofPublicRelationsandPublicationsSt.JohnsRiverStateCollege5001St.JohnsAvenue|Palatka,FL32177(386)312-4020|FAX(386)312-4024VisitourWebsite:SJRstate.edu

WEBADDRESSTheCollege’ssecondreferencenamewillalsobeutilizedasthenewWebaddress.OnefortheCollege’smainWebsiteandonesiteforathletics:

SJRstate.edu

SJRvikings.com

Youwillfindthatwhentypingtheaddress,itisnotcasesensitive.Theuseofcapsandlowercaselettersisforadvertisingpurposesandclarity.Thenewaddresswillalsoworkwith“www.”TheCollege’sformerWebaddress(sjrcc.edu)willco-existwiththenewaddressuntilNovember2011,givingstudents,businessesandthecommunityampletimetoadjusttothenewURL.

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PUBLICATIONSAsalways,toensureaccuracyandconsistency,allpublicationsdistributedtoanoff-campusaudiencemustbereviewedbythePublicRelationsofficepriortoprinting.PleasecontactthePublicRelationsofficeatextension4020.BOARDPOLICYNUMBERINGWhencreatingnewrules/policies,use“SJR”inplaceof“SJRCC.”THRASHER-HORNECENTERFORTHEARTSTheTHCAshouldalwaysbereferredtowiththefollowingstatement:TheThrasher-HorneCenterfortheArtsisownedandoperatedbySt.JohnsRiverStateCollege.FLORIDASCHOOLOFTHEARTSTheFloridaSchooloftheArtsshouldalwaysbereferredtowiththefollowingstatement:FloridaSchooloftheArtsispartoftheacademicandadministrativestructureofSt.JohnsRiverStateCollege.Allpublicationsthatarerelatedtoadmissionsandrecruitmentofstudentsandemployeesmustcontainthefollowingstatements:ACCREDITATIONSTATEMENTSt.JohnsRiverStateCollegeisaccreditedbytheSouthernAssociationofCollegesandSchoolsCommissiononCollegestoawardassociateandbaccalaureatedegrees.ContacttheCommissiononCollegesat1866SouthernLane,Decatur,Georgia30033-4097orcall404-679-4500forquestionsabouttheaccreditationofSt.JohnsRiverStateCollege.SJRSTATECOLLEGENON-DISCRIMINATIONSTATEMENTSt.JohnsRiverStateCollegedoesnotdiscriminateagainstanypersoninitsprograms,activities,policiesorproceduresonthebasisofrace,ethnicity,color,nationalorigin,maritalstatus,religion,age,gender,sex,pregnancy,sexualorientation,genderidentity,geneticinformation,disability,orveteranstatus.Allquestionsorinquiriesregardingcompliancewithlawsrelatingtonon-discriminationandallcomplaintsregardingsexualmisconductordiscrimination,maybedirectedtotheTitleIXCoordinator/EquityOfficer,St.JohnsRiverStateCollege,5001St.JohnsAvenue,Palatka,Florida,32177;386-312-4070.

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CREATIVEHISTORYSt.JohnsRiverStateCollegecontractedwiththeJacksonville-basedagencyBrunet-GarciatodevelopanewbrandfortheCollege.Wewouldliketosharetheirdiscoveriesandthethoughtprocessbehindthedevelopmentofournewimage.

Logo

Withanewnameandexpandedvision,SJRStateCollegeisonceagainpoisedtoinspireitscommunitiesandbringanotherlevelofcredibilitytoitsmission.

Boldandenergetic,thenewlogoisrepresentativeoftheenergyoftheriverwhich,liketheCollege,hasthepotentialtotransport,guideandinspire.Theboldtypeandnaturalisticcurvescombinetoengageouraudiencesandauthenticateourdesiretogivestudentstheadvantagetosucceedatthehighestlevelpossible.

Thethree-colordesignreflectsvariety.ThenavyandcolumbiabluesmaintainbalancebyvaryingtheimportancebetweenSt.JohnsRiver(forlocationandpedigree)andthegraphic(foritsenergeticattributes).Anintroductionofathirdcolorgivesthelogoamorevisual,youthfulappearancethatengagesourappealtoyoungeraudiences.

Viking

Withanewemphasisonsportsandanewidentitysystemintheworks,theVikingmascot/iconreflectsthatcompetitivespiritwithasavvy,modernandartisticrendering.ThenewVikinglogorepresentstheenergyanddrivethatrepresentsawinningattitudeaswellasatruesportsandathleticmascot.CollegeSeal

TheCollegehasincorporatedanewsealtofurtherembracetheVikingtradition.TheravenwasselectedtoadorntheCollegesealforitshistorical

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tieswiththeVikingandforitsintelligence.

InNorsemythology,Huginn(thought)andMuninn(memoryormind)areapairofravensthatflyovertheentireworldandbringthegodOdininformation.

Whenmakinglongvoyages,Vikingstookalongravensthatwhenreleased,wouldflyinthedirectionoflandleadingtheVikingstosafety.Thereisrecordthatasearlyas1003A.D.,theVikingsflewravenflags.Itwasprophesiedthatvictorywouldbehisbeforewhomthisbannerwasborne.

“LUXMENTIS.LUXMENDI”isLatinfor“LightoftheMind.LightoftheWorld”

UsageofthesealislimitedtoofficialCollegeuse.