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University of St. Thomas, College of Business, Brand Identity Guide

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  • 1. 1 College of Business Brand Identity System March 2006
  • 2. 2 The University of St.Thomas College of Business is excited to launch a new brand identity that conveys through our print communications who we are and what we are about. Many people in the College of Business have invested significant time and energy in this effort. To successfully carry out this brand identity, it is crucial that we demonstrate unity and consistency in the way we visually present our messages to the public. The purpose of this book is to clarify our new graphic identity standards that will be applied to all of our marketing communications. I have personally approved this brand identity, and therefore request that all units in the College of Business use these new standards according to the guidelines laid out in this manual. University Relations will be assisting in the maintenance of these standards as additional publications and materials are updated to the new brand identity. If concerns or questions arise regarding the standards, please contact me directly. Thank you for your cooperation. Sincerely, Christopher Puto, Ph.D. Dean and Opus Distinguished Chair University of St.Thomas College of Business
  • 3. 3 Understanding the System The University of St.Thomas College of Business Brand Identity System can be understood as a hierarchy of rules affecting choices of font, color and graphic elements. The diagram to the right outlines this system’s structure. In this system, rules flow from “parents” to “children.” The University of St.Thomas is the “parent” of the College of Business and the rules governing fonts, for example, are inherited by the “child,” College of Business. A parent rule is inherited unless it is overwritten by a rule attached to the child. For example, when developing a piece that describes the UST MBA program as a whole, a designer could choose to use one of the four colors represented in the diagram.The Evening UST MBA, however, does not inherit the option to use any of the four colors: a rule specifies that only PMS 137 may be used when designing a piece for the evening program. Using the logic of the diagram, all College of Business font rules, covering both degree and non-degree programs, are inherited from the university’s own graphic identity standards.To continue, notice that all non-degree programs are forbidden from using the stained glass banner and colors specifically assigned to the degree programs, and vice versa. The standards described in this guide are reflected in the Full-time UST MBA viewbook, the first publication to incorporate the new brand look.
  • 4. 4 College of Business Brand Identity Standards As space allows and as appropriate, the words “College of Business” must appear on all pieces, in close proximity to the University of St.Thomas logo. On collateral, it must appear on the cover. When creating this unit, the CoB type must not violate the control area around the UST logo: one shield’s width around the entire UST logo. See http://www.stthomas.edu/graphicidentity/control.asp for exact specifications regarding the UST logo. The “College of Business” should be set in Garamond 3 Medium, not the UST logo type, and should be set in a point size that makes it discernably smaller than the UST logo. Headlines and sub-heads should be set in Helvetica Neue Condensed Bold. Body text should be set in Garamond 3 Medium. College of Business GARAMOND 3 MEDIUM College of Business College of Business PREFERRED LOGO TREATMENT At St. Thomas, we have emphasized the role of ethics in our MBA programs for more than 30 years. Ethics is not a recent addition to our curriculum – it is not an “add-on” for us; rather, it is integrated throughout the curriculum. Business leaders must have a sound moral compass to guide them through the difficult ethical dilemmas that confront them. In the Full-time UST MBA, you will go beyond discussing responsible business leadership to actually making complex decisions in your classes. In addition, you will bring these concepts to the personal level and think about what is important to you.
  • 5. 5 Working With the University of St.Thomas Logo The graphic identity standards of the University of St.Thomas remain in effect.When creating work for the College of Business, these standards affect the use of the University’s logo.The standard UST logo is shown here and is the preferred version for all uses. A rule specific to the College of Business When using the standard UST logo, the placement of the left edge of the logo is dependent on whether the logo is the top element on the page or the bottom element. An in-depth 12-week program from The Center For Business Excellence www.stthomas.edu/cbe keyword: lean College of Business An in-depth 13-week program from The Center For Business Excellence www.stthomas.edu/cbe keyword: marketing management College of Business When the UST logo appears at the bottom of the page, the shield is flush left with the elements above it. When the UST logo appears at the top of the page, the shield “hangs” in the margin and subsequent elements flush left under the UST logo font. When the UST logo appears at the bottom of the page, the shield is flush left with the elements above it.
  • 6. 6 The Degree Program System Available Graphics Stained Glass Banners The “stained glass banner” is to be used only on documents pertaining to College of Business degree programs. Two sets of files have been created for use on the top of a page, bottom, and right edge (top versions rotated +90 degrees).These are the only approved locations. See University Relations for low and high resolution versions of this artwork. To use these banners, place the corner of the graphic in the bleed area of your piece.The graphic should be used at 100% of size. Use the entire height of the graphic (or width when running horizontally) whenever possible, trim when necessary. Do not shrink the graphic to make the width fit the piece you’re designing. Place the graphic and let the excess width run off the edge of the page. The black border on the stained glass graphic should always face the page text. A control area of no less than 0.5 inches should be maintained between the stained glass banner and all text and artwork. Photo Border Regardless of the size of the photograph, a 10pt, 100% black border should frame the picture. Place corner of graphic in bleed, let height and width run. Do not shrink graphic to fit. See previous instructions for more details. Keep page text at least 0.5 inches from banner. Black border always faces towards center of the page. Banners for use on page top and right side (rotate +90 degrees) Banners for use on page bottom Always use a10pt 100% black photo border
  • 7. 7 PMS 485 C PMS 137 C PMS 2727 C PMS 369 C The Degree Program System UST MBA Brand Identifiers and Colors Full-time Evening Executive Health Care Helvetica Neue Light. Height of tag is 22% of UST MBA height FULL-TIME EVENING EXECUTIVE HEALTH CARE
  • 8. 8 PMS 1655 C PMS 2582 C The Degree Program System UST MS Brand Identifiers and Colors Accountancy Real Estate REAL ESTATEACCOUNTANCY
  • 9. 9 PMS 2995 C Business Communication The Degree Program System UST MBC Brand Identifier and Colors BUSINESS COMMUNICATION
  • 10. 10 The Degree Program System in Use: UST MBA Viewbook College of Business University of St.Thomas logo is a blind emboss (color shown here is to simulate the tonality of the raised surface of the lettering and is not to be used under any circumstances). Black may be used as a substitute for the blind emboss. CoB type in 100% black UST MBA Brand Identifier must be this size, no larger, no smaller. Note that no copy other than the program identifier is allowed under the Brand Identifier. Program Identifier is always 100% white. Stained Glass Banner. More details can be found inside this guidebook. Cover color based on degree program. More details can be found inside this guidebook. All UST MBA viewbooks must follow this format. No changes are to be made to the size or position of these elements. No additional elements are to be added to the cover. All viewbooks will be printed 4-color plus one PMS plus coating.See University Relations for details and exact specifications. All UST MBA viewbooks should be 9" x 12". Supporting documents should be 8.5" x 11" or 5.5" x 8.5". Note: Page numbering convention considers the cover as page 1. However, actual page number never appears on the cover.
  • 11. 11 The Degree Program System in Use: UST MBA Viewbook
  • 12. 12 To be relevant in today’s business world, business leaders must have a solid understanding of core business concepts and how they are interrelated in the overall business system. This full understanding is built on a combination of knowledge and practice. Knowledge of business concepts enables leaders to interpret and resolve new and continually changing circumstances; however, concepts and knowledge without the experience of practical application can leave managers hesitant and uncertain regarding how to best deal with problems when they arise in the real world of business. In the full-time UST MBA, you will have many hands-on opportunities to actually practice – in simulations and live business environments – what you are learning. The confidence and savvy gained from this will help you confront and resolve the issues you encounter throughout your professional career. Being relevant in today’s business world also means having the savvy to compete in the global marketplace. Whether you work for a large multinational company or a small business start-up, your business is affected by the global economy, other cultures and international relationships. • Apply skills learned during your first year to a real business by conducting a consulting project for a Minneapolis/St. Paul organization. • Manage a company with a small group of your peers using an advanced computerized business simulation. Make weekly decisions about opportunities, product development, strategy, production and positioning in the global marketplace. Receive weekly feedback on sales results, market share, stock prices and bottom-line profits. • Be CEO, recruit and form a leadership team, then bid to take over the management of simulated companies. You will use all of the knowledge and skills you develop in the first three semesters and the summer internship to demonstrate your abilities to successfully operate a business. • Work in a cross-cultural team on a global business case. • Participate in a finance and banking course offered in partnership with Lloyd’s of London, held at Lloyd’s Training Centre in the heart of London’s financial district. • In your classes, explore the ethical and strategic issues associated with operating in a borderless business world. • Participate as a venture capitalist in funding new business start-ups. • Manage an actual investment portfolio for the University of St. Thomas, gaining hands-on experience in portfolio management and individual stock valuation. • Analyze human resource systems to identify key factors for retaining top employees. • Visit local companies to observe how concepts you are learning apply there. Some organizations that full-time UST MBA students recently visited include: Best Buy Leadership Institute Simon Delivers Imation Minneapolis Grain Exchange General Mills Medtronic Polaris Industries 10pt 100% black Available for use only by College of Business degree programs. Note: artwork prebuilt with black border. See University Relations for high resolution files. Helvetica Neue Condensed Bold 20pt/22pt Optical kerning Garamond 3 Medium 12pt/14pt Optical kerning Left Aligned Left indent: 0.1389 in First line indent: 0 Paragraph (space before): 0.0972 in Helvetica Neue Condensed Bold 8pt/8pt Optical kerning tab: 0.5 in Helvetica Neue Light 8pt/8pt Optical kerning tab: 0.5 in Helvetica Neue Condensed Bold 12pt/14.4pt Optical kerning Left align Left indent: 0.1389 First line indent: 0 Paragraph (space before): 0.2639 in Garamond 3 Medium 12pt/14pt Optical kerning Bullets: 8pt Left Aligned Left indent: 0.1389 in First line indent: -0.1389 Paragraph (space before): 0.0972 in Garamond 3 Medium 12pt/14pt Optical kerning Left Aligned Left indent: 0.1389 in First line indent: 0 Paragraph (space before): 0.0972 in Table spacing: 0.1667 in (before) -0.0556 in Cell insets: top 0.0833, bottom 0.1111, right Cell stroke: 0.25pt black solid
  • 13. 13 The Degree Program System in use: Brand Advertising The Role of Brand Advertising Brand advertising links a product and a favorable impression in the mind of the consumer so that it can be easily recalled when the consumer is ready to buy. Brand advertising does not sell products directly. Direct marketing is better suited to selling, but is more effective if it can leverage a favorable brand impression created by brand advertising. The Importance of Relevance All types of marketing, whether brand advertising or direct marketing, are more effective if they are relevant to the needs of the target audience. Like the event ads shown on page 14, effective brand advertising doesn’t talk about the product, it talks about the needs of a specific audience and offers your brand as a relevant, simple solution to those needs. Relevance is the core determinent of whether your marketing will be successful. The more relevant your offerings and marketing are, the more you’ll sell. It’s that simple. The Importance of Consistency All marketing budgets are limited.The more limited the budget, the more difficult it is for a brand to be noticed and a favorable brand impression created. Consistency is necessary if you are going to be seen and remembered by consumers.The goal of consistency is to create a percieved presence and importance in the market far greater than your budget. Consistent use of the graphic standards shown here and in the rest of this guide is the best way to leverage your marketing budget. All Marketing is Brand Advertising Everything you put into the marketplace either raises the value of your brand or diminishes it. Remember that if you’re tempted to cut quality to save money. When advertising the overall UST MBA program, any of the colors assigned to individual UST MBA programs may be used.Ads for the individual UST MBA programs, such as evening and executive, may only use the color assigned to that specific program. Ad layout is simple and uncrowded.Too much information with too little rest space makes an ad hard to notice and read, thus making it less effective. If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years, our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on the Full-time, Evening, Executive or Health Care UST MBA, visit www.stthomas.edu/mba/fastcompany or contact the UST College of Business at (800) 328-6819, Ext. 4302. College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business UST MBA bleeds off two sides. Copy is brief and to the point.The call- to-action is bolded to make it stand out. Brand elements of the stained glass graphic, university logo, color, and UST MBA graphic are used in a new arrangement. If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business If you’re thinking about advancing your career and getting your MBA, consider the University of St. Thomas. For more than 30 years our relevant, principled, personal approach has prepared leaders to make a difference in global business. For more information on our Full-time, Evening, Executive and Health Care UST MBA programs, contact the UST College of Business. www.stthomas.edu/cob/graduate (800) 328-6819, Ext. 4302 College of Business
  • 14. 14 The Degree Program System in Use: Event Advertising Speak to the customer’s needs Effective advertising doesn’t talk about a product, it talks about the needs of a specific audience and offers a product as a relevant, simple solution to those needs. In this case, the solution is a series of free seminars for people interested in pursuing their dream of getting an MBA. Telegraph your product’s value Ads for events shouldn’t just list what will be discussed; they should telegraph a benefit. In this example, the benefit promise is a free information session for people interested in pursuing an MBA. Note that a confident tone of voice, simple message, and a clean, professional design communicate the high quality of these sessions (conversely, the effect of verbose writing, too much information, and sloppy design will diminish the value of your offering). Ask the customer to take action Effective advertising also contains a call to action and an incentive. Because we want to gauge the demand for these events and get an accurate count of people who will be attending, the event location has been withheld to provide an incentive to call. Of course, other incentives can be used, such as “Space is limited: Register now,” however, the strategy here was to make the call to action as friendly as possible. Too much copy can kill an ad’s effectiveness This is especially true today. Keep your ads short and to the point: the point is getting people to take action. When possible, include an incentive to call that’s stronger than the usual,“Call for more information.” Links to all of the information relevant to an event, the information you can’t and shouldn’t try to fit into an ad, must reside at the URL provided in the ad. Attention from consumers is limited. Don’t expect them to read and be educated before you get them into the classroom. Ad copy must be brief and to the point: the point is getting them to take action. Include an incentive, in this case, call for directions to the event. Bold the call-to- action to make it stand out. Events are clustered into a unit with borders dividing the information into sub-units.This makes it easy to read and understand. Ad layout is simple and uncrowded: too much information with too little rest space makes an ad hard to notice and read, thus making it less effective. UST MBA is the most important, thus the largest, graphic element on the page and bleeds off two sides. You’re invited to a free information session on the downtown Minneapolis campus to learn more about our UST MBA programs. No registration is necessary. For location details or to discover our relevant, principled, personal approach to educating global busi- ness leaders, call (651) 962-4302 or visit www.stthomas.edu/mba/metro. Evening UST MBA 4:30-5:30 p.m. Wednesday, Nov. 16 11 a.m.-1 p.m., Friday, Nov. 18 Executive UST MBA 9-11 a.m. Friday, Nov. 18 and Dec. 9 Full-time UST MBA 4:30-6:30 p.m., Thursday, Dec. 1 Health Care UST MBA Call for more information. College of Business Consistency in all marketing communications is maintained by using the same graphic elements — the stained glass graphic, university logo, color and UST MBA graphic — in a new, but similar graphic arrangement.
  • 15. 15 The Degree Program System in use: Testimonial Advertising Guidelines for Capturing Effective Testimony Testimonial advertising can help build the credibility of a product, but only if it is done right. Effective testimony is relevant to the target audience and it is sincere. Business jargon and business-speak lessen the credibility of the testimony. The more human the testimony, the more effective it is. Most important, the more highly credentialed the featured person, the more effective the testimony. Guidelines for Creating Testimonial Ads Testimony is a technique. It is important to remember that UST MBA testimonial ads are about the UST MBA program and not the person featured. The relative space and copy given to each ad element must reflect this. Consistency, again. Because marketing budgets are always limited and ads are being created across a variety of products and departments, testimonial ads must build on the same brand standards as brand and event ads in order to create a greater presence in the marketplace. Testimonial ads are about the UST MBA program and not the person featured.Thus this photograph is smaller than UST MBA graphic. “St. Thomas perfectly balanced classroom learning with real world experience. My UST MBA provided me with a broader view more closely aligned with general management. This has been extremely helpful to me as a small business owner.” Arthur Johnson President, Infinity Systems, Inc. UST MBA ’97 For program options, visit www.stthomas.edu/mba/bmba or call (800) 328-6819, Ext. 4302. UST MBA is the most important, thus the largest, graphic element on the page and bleeds off two sides. Copy and testimonial are brief and to the point. Phone numbers and URL’s are bolded to make them stand out. Ad layout is simple and uncrowded: too much information with too little rest space makes an ad hard to notice and read, thus making it less effective. Consistency in all marketing communications is maintained by using the same graphic elements — the stained glass graphic, university logo, color and UST MBA graphic — in a new, but similar graphic arrangement.
  • 16. 16 Any publication that focuses on non-degree programs within the College of Business should follow this system. The same is true for publications that focus on the College of Business in general (for example, a brochure that describes the mission and vision of the UST College of Business). Publications that focus exclusively on the degree programs should follow the system described on previous pages. Colors Black and Silver (PMS 8001) should be used in all general and non-degree College of Business publications. When cost is an issue, grey may be substituted for the silver.The cover should always be a dense black created by running Cyan or a combination of Cyan and Magenta underneath the black to create density. In pieces using only two colors, it is recommended that the black and silver be used as page backgrounds and text, as well as duotones of photography and artwork. In pieces using four-color separations, a fifth color of silver should be used as an accent or flooded onto the page as a background. Stained Glass Graphic Non-degree programs must only use the stained glass graphic treatment described on this page.The stained glass banner (see page 6) is reserved for publications that feature degree programs. Note: Both treatments of the stained glass graphic must never be produced on the cover of a publication using anything less than four-color process. Inside, however, it may be produced in black and white. Program names In all College of Business publications, non-degree and degree program names should be set in Helvetica Neue Condensed Bold. See the “Graduate Business Career Services” example shown here. Graduate Business Career Services Connecting College of Business graduate students and alumni with career success College of Business CoB TYPE: Garamond 3 Medium 16pt Optical kerning STAINED GLASS This art for the College of Business consists of two objects: an image and a mask. By simply changing the mask, many variations can be produced without incurring additional cost for new artwork and new color separations. HEAD: Helvetica Neue Condensed Bold 13pt/14pt Optical kerning DESCRIPTION: Garamond 3 Medium 10pt/12pt Optical kerning 1.1111 in 1.8681 in 2.6979 in 9.9375 in 1.3958 in 6.1563 in 5.7292 in 3.4219 in 8.5 in 11 in 0.75 in 7.5 in The Non-Degree Program System Graphics, Colors and Program Identifiers
  • 17. 17 To ensure you are working with approved materials, fonts and logos, please contact University Relations, Mail LOR508, (651) 962-6400